| Audit Bureau of Circulations (ABC) | An organization supported by advertising agencies, advertisers, and publishers that verifies circulation and other marketing data on newspapers and magazines for the benefit of its members.
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| bleeds | Colors, type, or visuals that run all the way to the edge of the page.
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| bulk discounts | Newspapers offer advertisers decreasing rates (calculated by multiplying the number of inches by the cost per inch) as they use more inches.
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| business magazines | The largest category of magazines, they target business readers and include: trade publications for retailers, wholesalers, and other distributors; industrial magazines for businesspeople involved in manufacturing and services; and professional journals for lawyers, physicians, architects, and other professionals.
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| circulation audit | Thorough analysis of circulation procedures, distribution outlets, and other distribution factors by a company such as the Audit Bureau of Circulations (ABC).
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| classified ads | Newspaper, magazine, and now Internet advertisements usually arranged under subheads that describe the class of goods or the need the ads seek to satisfy. Rates are based on the number of lines the ad occupies. Most employment, housing, and automotive advertising is in the form of classified advertising.
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| closing date | A publication's final deadline for supplying printing material for an advertisement.
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| color strip | Samples of eye shadow, blush, lipstick, and other makeup inserted into magazines.
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| column inch | The basic unit by which publishers bill for advertising. It is one vertical inch of a column. Until 1984, the column width in newspapers varied greatly. In 1984, the industry introduced the standard advertising unit (SAU) system, which standardized newspaper column width, page sizes, and ad sizes. Today, most newspapers—and virtually all dailies—have converted to the SAU system. A SAU column inch is 2 1/16 inches wide by 1 inch deep.
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| combination rates | Special newspaper advertising rates offered for placing a given ad in (1) morning and evening editions of the same newspaper; (2) two or more newspapers owned by the same publisher; or (3) two or more newspapers affiliated in a syndicate or newspaper group.
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| consumer magazines | Information- or entertainmentoriented periodicals directed toward people who buy products for their own consumption.
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| contract rate | A special rate for newspaper advertising usually offered to local advertisers who sign an annual contract for frequent or bulk-space purchases.
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| controlled circulation | A free publication mailed to a select list of individuals the publisher feels are in a unique position to influence the purchase of advertised products.
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| cooperative (co-op) advertising | The sharing of advertising costs by the manufacturer and the distributor or retailer. The manufacturer may repay 50 or 100 percent of the dealer's advertising costs or some other amount based on sales. See also horizontal cooperative advertising, vertical cooperative advertising.
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| cost per thousand (CPM) | A common term describing the cost of reaching 1,000 people in a medium's audience. It is used by media planners to compare the cost of various media vehicles.
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| cover date | The date printed on the cover of a publication.
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| cover position | Advertising space on the front inside, back inside, and back cover pages of a publication which is usually sold at a premium price.
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| custom magazines | Magazine-length ads that look like regular magazines but are created by advertisers. They are sold at newsstands and produced by the same companies that publish traditional magazines.
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| daily newspapers | Often called dailies, these newspapers are published at least five times a week, in either morning or evening editions.
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| demographic editions | Magazines that reach readers who share a demographic trait, such as age, income level, or professional status.
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| display advertising | Type of newspaper advertising that includes copy, illustrations or photographs, headlines, coupons, and other visual components.
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| earned rate | A discount applied retroactively as the volume of advertising increases through the year.
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| farm publications | Magazines directed to farmers and their families or to companies that manufacture or sell agricultural equipment, supplies, and services.
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| flat rate | A standard newspaper advertising rate with no discount allowance for large or repeated space buys.
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| fragrance strips | Perfume samples included in sealed inserts in magazines.
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| frequency discounts | In newspapers, advertisers earn this discount by running an ad repeatedly in a specific time period.
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| full position | In newspaper advertising, the preferred position near the top of a page or on the top of a column next to reading matter. It is usually surrounded by editorial text and may cost the advertiser 25 to 50 percent more than ROP rates.
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| gatefold | A magazine cover or page extended and folded over to fit into the magazine. The gatefold may be a fraction of a page or two or more pages, and it is always sold at a premium.
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| geographic editions | Magazines that target geographic markets and have different rates for ads.
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| guaranteed circulation | The number of copies of a magazine that the publisher expects to sell. If this figure is not reached, the publisher must give a refund to advertisers.
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| horizontal publications | Business publications targeted at people with particular job functions that cut across industry lines, such as Purchasing magazine.
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| independent shopping guide | Weekly local ad vehicles that may or may not contain editorial matter. They can be segmented into highly select market areas.
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| insert | An ad or brochure which the advertiser prints and ships to the publisher for insertion into a magazine or newspaper.
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| insertion order | A form submitted to a newspaper or magazine when an advertiser wants to run an advertisement. This form states the date(s) on which the ad is to run, its size, the requested position, and the rate.
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| island half | A half-page of magazine space that is surrounded on two or more sides by editorial matter. This type of ad is designed to dominate a page and is therefore sold at a premium price.
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| junior unit | A large magazine advertisement (60 percent of the page) placed in the middle of a page and surrounded by editorial matter.
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| local city magazine | Most major U.S. cities have one of these publications. Typical readership is upscale, professional people interested in local arts, fashion, and business.
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| media buyer | Person responsible for negotiating and contracting the purchase of advertisement space and time in various media.
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| national magazines | Magazines that are distributed throughout a country.
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| national rate | A newspaper advertising rate that is higher, attributed to the added costs of serving national advertisers.
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| Newspaper Association of America (NAA) | The promotional arm of the American Newspaper Publishers Association and the nation's newspaper industry.
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| on-sale date | The date a magazine is actually issued.
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| open rate | The highest rate for a one-time insertion in a newspaper.
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| paid circulation | The total number of copies of an average issue of a newspaper or magazine that is distributed through subscriptions and newsstand sales.
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| pop-up ad | A three-dimensional magazine ad.
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| preferred position rate | A choice position for a newspaper or magazine ad for which a higher rate is charged.
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| preprinted inserts | Newspaper advertisements printed in advance by the advertiser and then delivered to the newspaper plant to be inserted into a specific edition. Preprints are inserted into the fold of the newspaper and look like a separate, smaller section of the paper.
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| primary circulation | The number of people who receive a publication, whether through direct purchase or subscription.
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| proof copy | A copy of the completed advertisement that is used to check for final errors and corrections.
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| public notices | For a nominal fee, newspapers carry these legal changes in business, personal relationships, public governmental reports, notices by private citizens and organizations, and financial reports.
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| rate base | With magazines, the circulation figure on which the publisher bases its rates.
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| reading notice | A variation of a display ad designed to look like editorial matter. It is sometimes charged at a higher space rate than normal display advertising, and the law requires that the word advertisement appear at the top.
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| regional publications | Magazines targeted to a specific area of the country, such as the West or the South.
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| run of paper | See ROP advertising rates.
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| secondary (pass-along) readership | The number of people who read a publication in addition to the primary purchasers.
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| short rate | The rate charged to advertisers who, during the year, fail to fulfill the amount of space for which they have contracted. This is computed by determining the difference between the standard rate for the lines run and the discount rate contracted.
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| split runs | A feature of many newspapers (and magazines) that allows advertisers to test the comparative effectiveness of two different advertising approaches by running two different ads of identical size, but different content, in the same or different press runs on the same day.
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| standard advertising unit (SAU) | A system of standardized newspaper advertisement sizes that can be accepted by all standard-sized newspapers without consideration of their precise format or page size. This system allows advertisers to prepare one advertisement in a particular size or SAU and place it in various newspapers regardless of the format.
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| standard-size newspaper | The standard newspaper size, measuring approximately 22 inches deep and 13 inches wide and is divided into six columns.
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| Sunday supplement | A newspaper-distributed Sunday magazine. Sunday supplements are distinct from other sections of the newspaper since they are printed by rotogravure on smoother paper stock.
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| tabloid newspaper | A newspaper sized generally about half as deep as a standard-sized newspaper; it is usually about 14 inches deep and 11 inches wide.
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| tearsheet | The printed ad cut out and sent by the publisher to the advertiser as a proof of the ad's print quality and that it was published.
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| 3-D ads | Magazine ads requiring the use of 3-D glasses.
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| vertical publications | Business publications aimed at people within a specific industry; for example, Restaurants & Institutions.
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| volume discount | Discount given to advertisers for purchasing print space or broadcast time in bulk quantities.
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| weekly newspapers | Newspapers that are published once a week and characteristically serve readers in small urban or suburban areas or farm communities with exclusive emphasis on local news and advertising.
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