Advertisers’
Copies: copies of a publication given to advertisers
in the publication (one copy to each advertiser) for checking
their advertisements.
Advertising
Agencies’ Copies: copies of a publication given
to advertising agencies for the purpose of checking advertisements
placed by such agencies.
Advertising
Material: ad in a form specified by a printer or publisher.
Some forms include velox, negatives, positives and digital.
Advertising
Rate Base: the publisher-provided assumption of circulation
performance. (Also referred to as the circulation guarantee.)
Advertising
Specifications (Specs): size and technical requirements
for advertising material.
Agency
Discount: a discount offered to media buyers (typically
15%) as incentive to purchase insertions in a publication. The
discount is a line item reduction from the gross advertising
price. It is a charge borne by a publisher.
All
Other: a phrase used specifically in newspaper reports
to designate all circulation not included in City and Retail
Trading Zones (CZ or RTZ) or Newspaper Designated Market (NDM)
categories.
American
Association of Advertising Agencies (AAAA): a national
association of advertising agencies which promotes and furthers
the interest of advertising agencies by increasing their usefulness
to advertisers, the media and the public.
American
Business Press: an association of publisher of specialized
business publication. It is a source of industry information,
produces promotional material concerning business publications,
conducts meetings and seminars.
Analyzed
Non-Paid Circulation: copies of a publication that
are distributed free of charge to defined recipients, or are
available for pickup at designated locations.
Arrears:
subscribers retained on active subscription list after expiration.
Association:
“qualified” association is defined as an association,
society or parent-corporation that must meet postal and federal
or state tax rules as a “nonprofit entity” and governed
by a Board of Directors who serve on a voluntary basis.
Association
Subscription: subscription received as part of membership
in an association.
Audience,
Pass-Along: individuals other than addressees who are
exposed to some part of the content of a publication.
Audience,
Primary: individuals for whom a magazine is edited
and who are exposed to some part of the content, and who receive
it first in order of time.
Audit:
examination of a publisher’s records and corroborative
data in order to check for correctness in the Publisher’s
Statements covering the period audited. As provided by the Audit
Bureau of Circulations (ABC) or Business Publications Audit
of Circulation (BPA).
Audit
Bureau of Circulations (ABC): an independent, non-profit
organization of advertisers, agencies, and the publishers which
provides verified audits or the circulations of business publications,
general magazines and newspapers.
Audit
Report: official document issued by ABC or BPA detailing
its findings as the result of a third-party verification.
Average
annualized price: the average price of individual subscriptions
sold in a 12-month period — presented in a manner reflecting
a one-year subscription. Reporting of net average price is mandatory
on the Publisher’s Statement.
Average
Net Paid: average paid circulation per issue arrived
at by dividing total circulation of all issues during audit
period by number of issues for the audit period.
Average
Paid (or average analyzed non-paid): circulation calculated
by dividing the total circulation of all the issues during the
period being reported by the total number of issues.
Back
Copies: an issue of a publication is considered to
be a back copy immediately upon the appearance for sale of the
next issue.
Backbone:
edge of magazine, catalog, booklet brochure or book where pages
are secured (bound) and where title may be printed (spine).
Basic
Prices: the price at which the publication may be purchased
by anyone, without limitation, for a definite duration, in contrast
to a special price for a limited period or to a limited class
or under limited conditions.
Bi-Monthly:
publication issued every two months.
Bi-Weekly:
publication issued every two weeks.
Black
& White Rate: price charged by a publisher to advertise
in the colors black & white.
Bleed:
1. illustration or advertisement with inked impression to the
trimmed edges; no margin on one or more sides; advertising rate
for bleed page is higher than for non-bleed type page. 2. area
on printing plates which extends beyond margin of final trimmed
sheet.
Bleed
Plate Size: mechanical requirement for dimensions of
printing plate for bleed page considerably larger than trim
size and usually larger than overall paper size of page by 1/8-inch
top, bottom and outside margins to permit trim on those three
sides; specified on rate card.
Blow
In: card, page, flier, etc., inserted, unbound, into
a publication. Used for advertising purposes.
Blue
Book: a semiannual volume of released ABC Publisher’s
Statements.
Breakdown:
the division of circulation as to types of business or industry
reached, the functions or titles of recipients, and/or their
demographic characteristics or geographical location.
Bulk-Mailing:
third-class postal handling of not less than 200 pieces (copies
of a publication, for example weighing 20 lbs. or more under
a permit or with pre-canceled stamps) if delivered to post office
in bundles sorted by states and cities of address and tied with
string.
Bulk
Sales: 1. definitions applicable to Audit Bureau of
Circulations: all copies or subscriptions purchased in quantities
of five or more which promote the business or professional interest
of the purchaser; single copy sales in bulk-sales of copies
of a single issue of a publication in quantities of five or
more to one purchaser; term subscriptions in bulk-subscriptions
for two or more consecutive issues of a publication sold in
quantities of five or more to one purchaser. 2. definition applicable
to Business Publications Audit of Circulation: two or more copies
of publication (whether or not individually wrapped or addressed)
sent to a single addressee.
Business
Analysis: see “occupational analysis.”
Business
Press: publications, advertising media, addressed to
those in trade (merchandising trade papers), in production (industrial
and vertical papers), in professions (professional), in executive
or managerial positions (executive, horizontal) and in hotels,
schools, hospitals, etc. (institutional).
Business
Publication: a publication dealing with management,
manufacturing, sales or operation of industries or some specific
industry, occupation or profession, published to interest and
assist persons actively engaged in the field it covers.
Business
Publications Audit of Circulation (BPA International):
an independent, non-profit organization of advertisers, agencies,
and publisher which provides verified audits of circulation,
primarily of business publications but also trade shows.
Buyer's
Guide: an issue of a publication or an independent
publication which lists for a single field manufacturers and
suppliers by product, trade names and other information for
the field; carrier advertising.
Call-at-office
Subscribers: subscribers who obtain their copies at
office of publication.
Carrier:
individual engaged in delivery of newspapers.
Carrier
Delivery Office Collect System: system of newspaper
operation where the subscribers are billed directly by the newspaper.
The newspaper assumes all liability for collections.
Carrier
Delivery by Independent Carriers Filing Lists: system
of newspaper operation by which accounts with subscribers are
kept and collections are made by the carrier, who furnishes
a list of such subscribers to publisher periodically.
Carrier,
Independent: one who carries or delivers newspapers
to subscribers but who keeps their own list of such subscribers
and makes collections on their own account.
Cash
Discount: reduction in cost of advertising space for
cash payment, usually 2% of the net cost.
Census
Metropolitan Area (CMA): area established by Statistics
Canada that are used commonly by advertisers for marketing purposes.
Newspapers can show their circulation by CMA in Paragraphs 1D
and 3 of their Audit Reports.
Center
Spread: the two facing center pages of a publication;
there is a continuous gutter in the center spread.
Charter
Subscription: sale of periodical to a purchaser when
publication is started or on special terms with guarantee that
subscription price will not be increased provided he/she renews
regularly at expiration.
Checking:
process of recording and verifying actual appearance, reproduction
and position of advertisement in magazine, newspaper or publication.
Checking
Copy: copy of a publication sent to an advertiser or
agency for verification of insertion. Often used synonymously
with tear sheet.
Circulation:
number of copies issued of an advertising medium in
print.
Circulation,
Controlled: a term formerly used to describe the distribution
of copies free of charge, but in accordance with preconceived
pattern of the recipients' eligibility.
Circulation,
Non-Paid: that circulation which meets the requirements
of qualified circulation and which is sent free of charge to
the recipients in the field served.
Circulation,
Paid: copies of publications which have been paid for
by the purchasers, not for resale, and are sent to the field
served.
Circulation,
Qualified: that circulation paid or non-paid, sent
to the field served, for which the mailing address, conformance
to the field served, recipient qualification, and the correct
business and/or occupational classifications are verified by
auditable documentary evidence dated within 36 months. Qualified
recipients must receive every issue of the publication, subject
to normal removals and additions.
City
Zone (CZ): an area comprised of the city or community
in which the newspaper is published. Contiguous areas may be
included to the extent they have substantially the same built-up
characteristics as the city.
Classified
Advertising: help wanted, positions wanted and other
categories of advertisements appearing under distinctive headings,
usually with special rate for insertion and usually in uniform
and specified type of a single size and usually no display (if
set in display, called display classified); most classified
is not mass product promotion but applies to service or the
sale of a singe item. Usually charged by the word or character.
Close:
end of a time period (closing date or hour) in which an advertisement
must be received for a certain issue; deadline. Sometimes used
synonymously with insertion order close or material close.
Club
Raiser: person who takes subscriptions in clubs. Differs
from “group organizer” in that the club raiser may
sell subscriptions at any price between the full basic price
and 50 percent thereof. See “group organizer.”
Club/membership:
members in a group or organization which is organized for a
common purpose and the organization does not meet the definition
of an association.
Club/membership
Subscriptions: subscriptions received as part of membership
in a club.
Clubs:
two or more subscriptions to the same publication obtained by
solicitors, not part of publisher’s organization, under
plan of offering specific reward for sending in a specific number
of subscriptions.
Color
Match Proof: printed sample of a color advertisement.
Color
Separation: used for color ads produced on film. Separate
piece of film for each color.
Collection
Stimulant: an inducement used to stimulate prompt payment
after the subscription order has been received by the publisher.
(See “premium.”)
Combination
Sale: subscriptions of two or more different publications
sold at a special reduced combination price.
Commission:
remuneration to a salesperson or agent, usually in the form
of a percentage allowance out of the returns from a transaction;
in advertising, the agency commission allowed by the owner of
the advertising medium used.
Comparability:
programs established to define, in each of the markets served
by publication members, the terminology used by publishers to
report their description of the market, its recipients and their
coverage of them. This is done market-by-market on a voluntary
basis with the publishers in open meeting with interested advertisers
and advertising agencies.
Complimentary
Copy: unpaid distribution, courtesy copy sent to advertisers,
advertising agencies and prospects.
Controlled
Sampling: any method of selecting a research sample,
not dependent on the judgment or convenience of the investigator,
but proportioned in any ratio to the parts of a whole population.
Correspondent’s
Copies: copies of a publication given to correspondents,
editors and reporters of the paper.
Cost-per-Thousand
(CPM): total cost divided by the number of thousands
in the circulation. A figure used in comparing and evaluating
the relative cost efficiency of the media vehicle; the advertising
cost of reaching 1,000 readers. For example: ABC magazine’s
page four-color (4C) cost is $30,000. It reaches 1,000,000 men,
ages 35 - 44. The CPM for men 35 - 44 would be $30,000/1,000,000
= $30.
Contest:
competition among subscription solicitors or among
carriers and dealers or among readers or prospective readers
of a publication for a prize of money or other valuable consideration.
Contest,
Popularity: competition to determine most popular individual
in some particular profession, vocation or social position,
decided by the greatest number of votes received, based on coupons
clipped from the publication.
Correspondents’
Copies: copies of a publication given to correspondents
of the paper, reporters and editorial writers.
Counter
Sales: newspapers sold over publisher’s counter
to individual purchasers. If sold in quantities of 11 or more,
such copies are allocated to third party (bulk) sales.
Coverage:
the percentage of a population group reached by a magazine.
Credit
Subscription: a subscription for which payment is not
made at time of order.
Deductible
From Dues: subscriptions of members of an association,
organization, or society which allows its member to deduct the
subscription price from their dues or contribution if they do
not wish to receive the publication.
Deferred
Subscriptions: subscriptions served a month or more
late, usually from copies unsold from initial distribution and
returned by distributor.
Delivered
With Host Products: magazines that act as inserts to
another publication.
Direct
Request: a subscription requested by the individual(s)
receiving the publication.
Direct
Response: ad type used to monitor and / or tracks reader
response. Identified by coupon, toll-free number, web site,
etc., that requires personal information from respondent. Makes
use of identifying key codes.
Display:
a publisher’s pre determined advertising units. Characterized
by predetermined size and price.
Distribution:
the total number of copies distributed per issue whether paid,
non-paid or unpaid.
Distributor:
a general term applied to carriers, dealers, street vendors
and all others who sell publications as a vocation or part of
their vocation. This term also covers middlemen who resell papers
to carriers, dealers, street vendors and all others (see wholesalers).
Draw:
the number of copies of a publication charged to dealer, carrier
or other distributor for single copy sale.
Duplication:
that part of the circulation or audience of two advertising
media that is served or reached twice by the same publication
or advertisement.
Earned
Rate: cost of advertising based on advertiser's actual
volume and frequency (where these affect the rate) during a
contract rate specified in the original agreement.
“Eat”
Papers: to accept and pay for more copies than one
has customers.
Edition:
all copies of a portion of the total distribution of an issue
of a newspaper or periodical, other than replate or split-run,
in which the editorial and/or advertising content has been changed.
(Also see “replate” and “split-run.”)
Editorial:
1. the non-advertising part of a publication. 2. article expressing
the policy of the publication or the view of the editor.
Employees’
Copies: copies given to employees.
Exchanges:
free copies sent by a publication to other publications in mutual
courtesy.
Exchange
Copy: complimentary copy sent to other publishers in
return for receipt of copy of their publication.
Expiration:
end of period for which subscription was paid.
Extension:
extending of a subscription beyond its original expiration date
because of lowering of subscription price or reducing the frequency
of issue.
Extra:
edition of a newspaper other than those issued regularly each
day.
Field
Served: the publisher’s description of the market/markets
or occupations to whose interest the publication’s editorial
content is directed.
Film:
transparent material used to burn a picture, text. Can be positive
or negative.
Four-Color
Process: technique for reproducing color illustrations
by a set of four process plates (one of which prints all the
yellows, another the blues, a third the reds, the fourth the
blacks, not necessarily in that order).
Four-Color
Rate: rate charged to purchase a page insertion using
four-color process.
Free
Publication: one which is distributed mainly free of
charge to recipients.
Frequency:
1. the period issuance of an Advertising Rate Base – The
publisher-provided assumption of circulation performance. (Also
referred to as the circulation guarantee.) 2. number of advertising
insertions bought during a set period (usually a year), sometimes
a basis for reduced rates, frequency discounts or the frequency
in the issuance of a publication.
Frequency
Discount: discount offered for purchased insertions
in a publication during a set period (usually a year). Often
used synonymously with quantity or time discount.
Fulfillment:
procedures involved in delivering copies of publication to recipients.
Full
Position: preferred position location of an advertisement
generally following and next to reading matter, or top of column
next to reading matter; when specifically ordered, it costs
more than run-of-paper advertising.
Full
Run of Paper (ROP): total of all publications printed
in a given issue run.
Function:
the type of work a publication’s recipient performs. It
may or may not be the same as the individual’s title.
Galley:
a list of all publication subscriber mailing labels or stencil
impressions.
Gate-Fold:
a 4-page sheet, creased and folded approximately half-way of
its width so as to bind one end and to open (like a gate) to
double page size, avoiding the loss of space in the gutter of
a two-page spread.
Gift
subscriptions: subscriptions paid for by one other
than the recipient, used as a gift and not to promote the interest
of the donor.
Group
(subscriptions to businesses for designated employees):
all copies or subscriptions purchased in quantities of two or
more by corporations, institutions or individuals for employees,
subsidiary companies or branches.
Group
Discount: lower advertisings rate to advertiser in
a group of publications.
Group
Organizer: a person who takes two or more subscriptions
to the same publication from a group of individuals, collectively,
and sends the order for all of the group at the same time, each
member of the group thereby receiving a reduction from the regular
subscription price.
Group
Subscriptions: subscriptions in quantities to corporations,
institutions or individuals for employees, subsidiary companies
or branch offices under special conditions specified in the
audit rules.
Half-Page
Island Position: preferred position (not always sold)
for advertisement with no other advertisement adjacent on other
half of page; often no other ad on same page; on 3-column page
usually 2 columns wide and three-fourths of page in depth.
Home
Delivery: any newspaper that is delivered by carrier
motor route.
Hotel
Copies: copies purchased by a hotel or motel and distributed
free to guests. Copies similarly distributed by restaurants,
clubs, and transportation companies are included in the same
designation. They are included in bulk sales regardless of number.
House
Organ: a publication produced periodically by a business
concern to further is own interest among its employees and its
salespeople (internal) or among outlets, suppliers and the public
(external) and sometimes among all these classes; also called
company magazine or company newspaper.
I.B.C.:
inside back cover (also called third cover).
I.F.C.:
inside front cover (also called second cover).
Image:
ad type designed to cause visual impact. Does not track or monitor
reader response. Purpose is to create an image or idea in a
reader’s mind.
Independent
Field Report: reports obtained by independent field
service organizations under contract to a publisher.
Indicia:
a page in a publication which contains name of publication,
date of issue, frequency, serial number, publication office,
subscription price and notice of entry to appear within first
five pages of issue. 2. markings on bulk mail that take the
place of postage stamps, cancellation and postmarks.
Individual
Mail Subscription: individual subscription served by
mail and qualifying as paid in accordance with the rules.
Individual
Recipient: this is defined by the publisher and identifies
those people qualified to receive a magazine on an analyzed
non-paid basis.
Initial
Audit Report: the first audit made for a publication,
may be for any consecutive six-month period.
Informational
Announcement: advisory notifications. Their use in
connection with the distribution of priced publications as supplements
is intended to be of a noncirculation inducing nature. The following
parameters shall apply: • Informational announcements
are intended to inform the subscriber/single copy purchaser
that the supplement publication will be included in the distribution
of their (host) publication. • No disclosure of price
or value of the supplements distributed. • No reference
to the inclusion or distribution of supplements in subscription/single
copy promotional offers. • May include an insert to host
and/or supplemental publications informing recipient that the
host publication will be distributing the supplement publication.
Insert:
a page or pages, printed completely or partially by the advertisers,
or for him, and forwarded to the publisher, who binds it up
in the publication; usually in colors and on heavier stock than
the periodical.
Insertion
Order: formal instruction from advertiser or advertising
agency for medium owner (publisher) to run a specified advertisement
at a certain time; such an order is under a contract for that
(and other) space.
Insertion
Order Date: date required by a publisher for insertion
orders to be signed and returned from advertiser.
Installment
Subscriptions: subscriptions on which the collection
of the total amount to be paid is made in installments within
the subscription period.
Intermittent
Subscriptions: subscriptions to periodic (or irregular)
issues only. For newspapers, this may include service of less
than the total potential days within an established term (i.e.
serving 9 out of 13 Monday issues). Such subscriptions may include
“anchor” days, such as every Sunday published within
the total term, plus the period issues.
Island
Position: advertising location on page where it is
completely surrounded by non-advertising matter, that is by
editorial text, editorial illustration and/or margins and gutter.
Issue:
all the copies of a newspaper, magazine or publication distributed
at the same time and with the same data (date of issue).
Issue
Advertising: similar to Image Advertising. Designed
for visual impact. Purpose is to sway political opinion.
Key
Code: usually an alphanumeric code used in an advertisement
to track response and sales. Can be used with coupons, 800 numbers,
web sites and more.
Lineage:
the number of agate lines of space occupied by one advertisement
or a series of advertisements, or the total volume, measured
in the same way, used by an advertiser, a group of advertisers,
etc., or contained in a medium.
Line
Screen: number of graphic lines per page. Higher line
screens numbers equal greater image clarity.
Live
Area: area on printed plates that extends within the
margin of a final trimmed sheet.
Logotype
or Logo: two or more letters or a whole word or distinctive
setting of a name, cast as a single piece of metal; a standardized
pattern as for the advertiser's name or trademark.
Loyalty
Programs: the purpose of these programs is to build
brand loyalty and increase sales volume of discretionary goods
and services. There are qualification standards for reporting
magazine sales as paid circulation when the “currency”
used for remittance is award/loyalty points.
Magazine:
a periodical, usually bound, generally published monthly or
more frequently. Characterized for color and / or heavy or glossy
stock.
Mail
Date: date in which a publication enters the postal
mail stream for customer delivery.
Mail
Subscription, Individual: sub-classification under
the head paid circulation, defined as a subscription served
by mail and qualifying as paid, distinguished from net single
copy sales and mail subscription special. Order received by
mail directly from a subscriber
Mail
Subscription, Special: sub-classification under the
head paid circulation, defined as copies served on a subscription
sold to business concerns in quantities of 5 or more on business
publications, 11 or more on general magazines; at basic subscription
price for employees and branch offices, mailed by publisher
to individual names and addresses furnished by purchasers.
Mail-Order
Selling: technique of marketing in which sales are
made without use of personal solicitation or of retail outlets
but entirely by advertising, mail follow-up and orders sent
in by mail.
Market
Analysis or Market Survey: that branch of commercial
research that measures and evaluates the possible or actual
sales of a product; distinguished from marketing analysis or
marketing research, the study of methods of selling and promoting
the product.
Market
Coverage: magazine copies where the delivery area and
addresses are known, but are not necessarily addressed by name;
or where consecutive issue service requirements cannot be continued.
Masthead:
a summary of a publication's identification and ownership, usually
appearing on page carrying table of contents.
Material
Date: date by which a publisher requires the receipt
of advertising material.
Mechanical:
assembly (paste-up) of the elements of an ad on layout paper
or board to indicate position and size from reproduction.
Mechanical
Requirements: heading on rate cards under which appear
the publication's specifications about plate sizes, number and
width of columns, screen halftones, etc.
Media
Buyer: a company, person or agency that specializes
in the negotiation and purchase of advertising space.
Media
Kit: information detailing a medium’s important
characteristics / facts, reader’s profile, circulation,
issue dates, advertising dates, advertising rates, advertising
specifications and more.
Media
Survey: a survey to measure the penetration of a particular
medium into one or several markets.
Merchandising:
1. buying and selling goods and all their functions; sometimes
excluding advertising and salesmanship; adjusting purchases
to sales possibilities; product planning for profitable distribution.
2. any activity that makes advertising or other promotion more
effective, especially by calling it to the attention of influences
that might otherwise overlook it as by means of preprints or
reprints of ads, enlargements for point-of-sales material, furnish
lists of dealers, etc.
Merchandising
Service: any publication service that increases the
effectiveness of advertising by translating it into advantages
for dealers, retailers, and salespeople and by projecting the
advertiser's message beyond the publication's usual circulative
channels, includes use of advertising in point-of-sales displays,
direct mail, etc.
Metropolitan
Statistical Area (MSA): area established by the U.S.
Office of Management and Budget and commonly used by advertisers
for marketing purposes. Newspapers can show their circulation
by MSAs in Paragraphs 1D and 3 of their reports.
Month
Preceding: in specifying closing dates for advertisements,
the month before publication date of the magazine or publication.
Motor
Route: delivery of single copies by means of motor
transport to subscribers.
Multiple
Subscription Sales: when multiple subscriptions to
the same publication are offered or sold in one sale, qualifying
under applicable rules.
National
Association of Publishers’ Representatives: national
organization created for the benefit and support of advertising
sales persons. Also provides a forum for publishers to locate
prospective sales representatives.
Negative:
photographic film with image reversed (mirror-wise, left for
right, type matter reading backward) and black for white, white
for black, source of the positive final picture.
Net:
the amount paid to the advertising medium by the advertising
agency after deducting the agency commission.
Net
Paid Circulation: classification of audit consisting
of average number of mail subscriptions paid by purchasers and
not for resale (with arrears included or not as publisher elects)
plus net single copy sales.
Net
Press Run: total of copies printed suitable for distribution.
Net
Single Copy Sale: sale of a publication through any
retail outlet, including newsstands but excluding mail, with
the returns deducted.
News
Agents: a distributor of newspapers or periodicals
at wholesale.
News
Dealer: a merchant with fixed place of doing business
who buys newspapers or periodicals to sell again at retail.
Newspaper
Designated Market (NDM): a publisher-defined market
area served by the newspaper.
Newspapers
in Education (NIE): newspaper copies that are ordered
for delivery to schools, either purchased individually from
class funds or by specific sponsors.
Newspaper
Supplement: a compilation of syndicated and/or locally
edited features, news items, or editorial comment and advertising
distributed as a separate part or section of a newspaper.
Newsstand
Copies: that portion of a circulation produced and
delivered for newsstand sales.
Non-Bleed:
illustration or advertisement with margins on one or more sides;
designed to fit within the margins of the final trimmed sheet.
Non-Deductible
From dues: association subscriptions of members of
an association which allows no deduction of the subscription
price of the publication from the dues in case the member does
not desire the publication.
Non-Paid
Direct Request: copies of a business publication or
farm publication served to recipients who do not pay for them
but receive copies upon written request, when in the field served
by the publication.
Non-Paid
Magazine Circulation: analyzed: Non-paid circulation
that meets the publisher’s definition of individual recipient,
and is subject to audit by ABC. Nonanalyzed: Non-paid circulation
that does not meet publisher’s definition of individual
recipient.
Non-Qualified
Distribution: that circulation which doesn't conform
to the field served and definition of recipient qualification.
Non-Returnable:
not subject to credit on being returned. A sales plan in which
dealers or other distributors purchase their copies with the
understanding that they must pay for all copies purchased whether
they sell them or not.
Occupational
Analysis: classification of subscribers into groups
according to their business or professional callings or according
to the position they occupy in a business organization. (This
classification is mandatory in business publication reports.)
Office
Collect System: see “carrier delivery office
collect system.”
Official
Journal: a periodical which is owned by an association
organized for other purposes than to publish the periodical
or which is appointed as the official publication of an association.
Official
Organ: a periodical owned by an association or group
which is organized for other purposes than publishing the periodical
and which makes the periodical its appointed mouthpiece.
On
Sale Date: date on which a publication becomes available
for consumer purchase. Sometimes used synonymously with publication
date.
One-Time
Rate: advertising charge for a single insertion, or
for any amount of space and any number of insertions if the
paper has a flat rate; a rate subject to no discounts.
Open
Rate: the basic rate for advertising, same as one-time.
Open
Size: advertising space that may be purchased based
on a one-column by one-inch pre-established rate. Open size
allows advertisers the freedom to design ads outside of the
standard display specification. Opens size rates are usually
more expensive than all others.
Paid:
a classification of subscriptions or purchases, based upon payment
in accordance with the standards set by the rules.
Paid-On-Delivery
Subscription: subscription for which the price on each
issue is collected when it is delivered or, in case an advance
payment is made with order, the prorated balance is collected
at time of delivery of each issue.
Paid
Subscriber: purchaser of publication of a term contract
whose subscription qualifies as paid circulation in accordance
with established rules.
Paid
Subscription: a subscription paid in accordance with
rules defining a paid subscriber.
Partial
Run of Paper (ROP): some portion less than the total
of all publications printed in a given issue run.
Pass-Along
Circulation: copies of a publication that come to the
attention of someone other than the subscriber.
Pass-Along
Rate: a percentage derived from pass-along circulation.
Pay-In-Office
Subscription: any subscription to a newspaper where
the subscriber is billed by and makes payment to the newspaper’s
office regardless of the delivery method (carrier delivery,
U.S. Postal Service, or Canada Post) utilized.
Per
Inquiry (PI): the number of customer inquiries received
by an advertisement. Sometimes used by publishers and advertisers
as a basis for cost. The advertiser will pay a set rate per
inquiry.
Periodical:
publication of regular periodic issue, except newspapers.
Per
Order (PO): the number of customer orders received
by an advertisement. Sometimes used by publishers and advertisers
as a basis for cost. The advertiser will pay a set rate per
order.
Perfect
Binding: method that produces a flat opening, as in
telephone directories; distinguished from side (saddle) stitching.
Pick-up:
instruction provided by an advertiser to use material on-hand
from a prior publication issue.
Positive:
film made from a negative that reproduces light and shade as
in the original subject and can be used for projection. Generally,
not reversed (see negative).
Post-Expiration
Copies: formerly known as “arrears,” these
copies are sent to subscribers up to three months after expiration
and are served consecutively. These copies may be included in
paid circulation.
Premium:
anything, except periodicals, offered to a subscriber, either
free or at a price, with a subscription, either direct, or by
agent.
Premium
Position: special preferred advertising position generally
sold at a higher rate than run-of-paper.
Pre-Print:
a printing of an advertisement before its actual magazine or
newspaper publication to give it earlier publicity; especially
to inform distributors of the coming campaign.
Promotion
Copies: copies sent to prospective advertisers and
their agencies.
Public
Place/Sponsored Copies: formerly known as “bulk,”
these are quantity sales of copies of a single issue or subscription
of 11 or more, which target the professional or business interests
of the purchaser.
Publication
Date: date on which a publication is printed and available
for distribution. Sometimes used synonymously with on-sale date.
Publisher's
Interim Statement: certified circulation and distribution
statement of publisher made at the publisher's option for a
period other than that of a regular six months' Publisher's
Statement and issued unaudited, but subject to audit, not applicable
to BPA.
Publishers’
Representative: individual, company or agency hired
by a publisher to sell and market advertising for a given publication.
Publisher’s
Statements: statement of circulation claims made to
ABC or BPA by a publisher member and issued unaudited but subject
to audit by ABC or BPA. For magazines, they cover the six-month
periods ended June 30 and December 31. Magazines with 70 percent
or more paid circulation file on a “pink” Publisher’s
Statement. Magazines with less than 70 percent paid circulation
or with more than 50 percent paid public place/sponsored copies
file on a “desert sand” Publisher’s Statement.
Publisher’s
Suggested Price: the price at which the publication
may be purchased by anyone – without limitation –
for a definite duration. No special, reduced or higher price,
no matter how often or how regularly repeated, even though established
through announcement in the masthead or by any other means,
is considered a bona fide publisher’s suggested basic
price.
Qualified
Recipients: recipients who receive every issue of the
publication and who meet the publisher's definition of recipient
qualification within a field served.
Quantity
Discount: price allowance for volume purchase (especially
of advertising) at one time or within a specified period of
time. Often used synonymously with frequency or time discount.
R.O.P.:
run-of-paper position; any location or position in a publication
convenient to publisher; distinguished from preferred position.
Rack
Sales: sales of newspapers from racks or boxes, placed
on street corners or other convenient points, with the customer
depositing coin in payment in a box provided for the purpose.
Same as “box” or “honor box” sales.
Rate
Base: the estimated circulation of a magazine upon
which advertising space rates are based. These may or may not
be guaranteed by the publisher.
Rate
Card: card or folder giving space rates for an advertising
medium, data on mechanical requirements and closing dates issued
by the owner of the medium. Included in a media kit.
Readers
Per Copy (RPC): the average number of readers who read
or looked at a publication. Formula: RPC x Circulation = average
issue audience.
Readership:
ratio of those actually reading it to the total circulation
of a medium or to the estimated number who see the medium; where
the ratio is 2 to 1 or more, that is multiple or pass-along
readership.
Readership
Survey: an investigation of the degree to which a publication
or some part of it, especially the advertising in general or
a particular advertisement, is read.
Rebate:
1. refund of advertising payment when less space is used than
originally charged for. 2. refund, as of advertising payment,
because of error or reduced circulation.
Reduced
Prices: subscriptions or single copies sold at prices
less than the basic price.
Reference
Media: books or publications of periodic issue giving
statistical data designed to be kept for reference.
Removals:
names of individuals or companies removed from the mailing list
of a publication.
Remnant
Space: unused (white space) in a publication. Sold
at an advertising discount over and above an advertiser’s
standard rate. Sold on a first come basis with no placement
guarantee.
Remnant
Space Discount: a discount offered over and above an
advertiser’s standard rate taking into account all other
available discounts.
Renewals:
a subscription which has been renewed prior to or at expiration
or within six months thereafter.
Replate:
a change of one or more pages during the printing of an edition
or issue of a publication. This procedure generally serves the
purpose of adding late news items or of correcting an error
in the original copy.
Returnable:
copies of publications sold to distributors under agreement
to take back those unsold.
Returnable,
Fully: means that all copies sold to any and all distributors
may be returned if unsold.
Returnable,
Limited: is used in two senses. First, when a part
of the distribution is sold on a returnable basis and part on
a non-returnable basis; second, when distributors are allowed
the return privilege but only of a certain percentage of the
quantity purchased.
Returns:
copies returned to publisher by dealer or other distributor
for credit. Frequently, to save transportation charges, complete
copies are not returned but only paper headings or covers.
Rotated
Circulation: copies of a publication sent free to prospective
subscribers for less than six months.
Saddle
Stitching: stapling pages, sections, or signatures
together with wire from outside fold along the fold to the center
spread; distinguished from side stitching.
Sample
Copies: copies distributed free to prospective subscribers
or prospective advertisers. Copies delivered as part of a contractual
arrangement shall not be counted as sample copies.
Screen:
the unit of measurement for fineness of a halftone according
to the number of cross-ruled lines to an inch; 50-65 screen,
coarse, for newspaper reproduction; 120-133 screen, fine, for
periodicals.
Screen
Density: degree of fitness or coarseness of the halftone
screen; also called screen percentage.
Separation,
Color: isolation on separate negatives by the use of
color filters (or by applying acid-resisting paint to the plate)
of the parts of an illustration to be printed in each different
color.
Separation,
Negative: negative obtained by separating color copy
into its basic colors by means of filters.
Serif:
the fine line or stroke crossing or projecting from the tip
of type characters in certain faces; faces without these adjuncts
are called sans-serif or sanserif (without serifs).
Sheet-Writer:
name applied to a class of subscription salespeople who receive
high percentage of subscription price, often 100 percent, and
sometimes a bonus. While subscriptions obtained by a sheet-writer
are often fully paid by subscribers the conditions under which
they work sometimes result in their accepting less than the
subscription price. Frequently they work on a contract which
requires them to turn in a certain quota per day, which induces
them at times to send in names of persons who have not subscribed.
Sometimes also they handle several publications, some of which
they offer free in order to get a subscription for a publication
upon which he gets a bonus.
Shelf
Life: the length of time estimated or surveyed for
which a reader keeps a publication. Magazines generally maintain
a higher shelf live than newspaper.
Short
Rate: adjusted basis for advertising cost when advertiser
uses in a contract period less space or time than he contracted
for and if the rate is not flat but permits discounts (lower
rates) for frequency or total volume. Reimbursement to publisher.
Short
Term Arrears: copies served to subscribers retained
on active subscription lists after expiration of a term order
which was for less than one year and where the amount paid for
the term was less than 50% of the basic annual price.
Short
Term Subscription: subscription for less than a year.
Single-Copy
Sales: copies of a magazine sold at newsstands, racks
in grocery stores, etc. as opposed to a subscription.
Special
6-Month Statement: a statement issued by the Bureau
instead of Publisher’s Statement. It is based upon data
already audited.
Split-Run:
the insertion or substitution of different advertising content
for a portion of the distribution of an edition or of an issue
for either a newspaper or periodical.
Split
Period Audit: audit covering a period other than covered
by the regular Publisher’s Statement period.
Sponsored
Sales (magazines): quantity sales of 11 or more copies
of a single issue or subscriptions of two or more consecutive
issues to one purchaser.
Sponsored
Subscriptions (newspapers): subscriptions obtained
through cooperation between publisher and an organized local
civic or charitable organization, members of schools, churches,
fraternal or similar organizations, publisher donating a portion
of the subscription price to the organization involved.
Spread:
an advertisement designed to occupy two facing pages as a single
unit of space (also known as a "double spread" or
"double truck"); two pages printed from a single plate,
without separation by a gutter (inside margins), there is thus
actually only one spread (the center spread) in saddle stitched
publications; also describes advertisements designed to employ
the gutter space, although they may not be printed from the
same plate; when two pages are used employing the gutter space,
the advertisement is described as two pages facing.
Standard
Industrial Classification: numerical coding system
developed by the Bureau of Budget used in the classification
of business establishments according to the principal end-product
manufacturer or service performed at that location.
Starch
Rating: magazine and newspaper advertisement readership
rating for noted, seen-associated and read most; made by Roper
Starch Worldwide.
Statement:
summary of circulation data made by publication owner; not audited
and distinguished from the report audited by the Audit Bureau
of Circulations or Business Publications Audit or Verified Audit
Circulation.
Street
Sales: newspapers sold by individuals on the street
or through racks, as distinguished from those sold by dealers
with permanent shops or by a carrier with a regular list of
customers.
Street
Vendors: sellers of newspapers on streets.
Subscription
Agency: an individual, firm or corporation obtaining
subscriptions for two or more publications.
Subscription
Salespeople’s Copies: copies of a publication
carried by subscription salespeople to aid them in obtaining
subscriptions.
Subscription
Salesperson: one who solicits subscriptions for publications.
The person may receive compensation on either salary or commission
basis, or both.
T.F.:
1. till forbid; instructions to run an advertisement until notice
is given to stop. 2. to fill; instructions to set copy submitted
in size of type to fill space, indicated in layout. 3. to follow;
instruction that copy is still to come.
Tabloid:
format of newspaper or business paper, smaller than regular
newspaper, usually type size page 14-1/4 inches (200 lines)
deep, 5 columns (10-1/4 inches) wide.
Tack
On: a card, page, folded flier, etc., attached by a
glue strip to a page of a publication. Designed to be easily
removed by readers. Used for direct response advertising. Often
overlays a display ad by the same advertiser.
Tear
Sheets: pages upon which an advertisement appears,
torn or cut out of publications, used to serve as proofs of
insertion, for study of advertisements, etc., Often used synonymously
with checking copy.
Tell-All
Copy: advertising technique that gives all operational
data and information necessary for making a decision to purchase,
used especially in business paper advertising.
Territorial
Distribution: break-down of circulation required for
all U.S. business publications and of Canadian business publications
with 35,000 or more U.S. circulation; a breakdown by Canadian
provinces is also required for all Canadian business publications
and for U.S. business publications with 35,000 or more Canadian
circulation.
Test
Rate: a one-time discount sometimes offered by publishers
for new advertisers as incentive to “test” advertise
in a publication.
Third
Party Sales: newspaper’s quantity sales of copies
of a single issue or subscriptions of two or more consecutive
issues to one purchaser (see applicable rule).
Time
Discount: discount given to an advertiser for the frequency
or regularity with which he/she inserts advertisements in a
publication. Often used synonymously with frequency or quantity
discount.
Tip-In:
an insert or single sheet fastened by a hinge instead of a wraparound
in a bound book or periodical; a page fastened in a book, periodical,
or brochure by a thin strip of paste on the inside edge of the
separately produced page.
Total
Paid: total of all classes of a publication's distribution
for which the purchasers have paid in accordance with the standers
set by the rules.
Total
Net Paid: total of all classes of a publication's circulation
for which the ultimate purchasers have paid in accordance with
the standards set by the rules; includes single copy sales,
mail subscriptions and specials; reported "including bulk"
and excluding "bulk."
Trade
Publication: serving a specifically definable industrial,
business, service or professional audience.
Trial
Subscriptions: subscriptions resulting from test offers.
Trim
Size: the final size of a publication when ready for
distribution.
Two-Pages
Facing: two advertising pages opposite one another
without printing in the gutter space between them.
Two-Color
Process: reproduction process from two plates printed
in contrasting colors giving a full-color effect.
Two-Color
Rate: rate charged to purchase a page insertion using
two-color process.
Two-Pay
Plan: designation of sales plan under which the subscription
solicitor collects from the subscriber a portion of the subscription
price and the publisher or the subscription agency receives
the balance direct from the subscriber. Some publishers refuse
to start service until second payment is received.
Unit
Audit: an audited report attesting to the accuracy
and validity of the number of units, plants or establishments
a publication is serving.
Unpaid
copies: copies distributed either entirely free or
at a price inadequate to qualify them as paid in accordance
with the rules.
Unpaid
Distribution: a term used in the ABC report; reported
by averages for the six-month period covered by that report.
It is broken into four categories; rotated or occasional; allocated
for shows and conventions; checking and promotional copies for
advertiser and ad agencies; ad miscellaneous, including staff
copies.
Weekly
Group Audit Plan: under this plan, weekly newspapers
that sell advertising as a group can show their circulation
figures separately and as a group total on ABC reports.
Wholesalers:
distributors of newspapers or periodicals to retailers.
The
above list of terms and definitions represents an informal PrintAdvertising.com
compilation. Sources include the Audit Bureau of Circulations
(ABC), Business Publications Audit of Circulation (BPA), Media-Brokers.com’s
Glossary of Media Terms and others. Where definitions could
not be found, PrintAdvertising.com defined terms in accordance
to their daily, customary use and context. In some cases, terms
exist that cross industry lines and may not be defined synonymously.
Consequently, the above terms and definitions should be used
for informal instruction purposes only. PrintAdvertising.com
offers no guarantee to the industry-wide acceptance or use of
these terms and definitions.
To add more terms and definitions to this list send an e-mail
to .
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