GLOSSARY OF PRINT MEDIA / ADVERTISING TERMS ABCDEFGHIJKLMNOPQRSTUVWXYZ A Advertised Price: the basic price of publication 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 publishers records and corroborative data in order to check for correctness in the Publishers 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 thirdparty 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 Publishers 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. B (back to top) 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 Publishers 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. C (back to top) 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 publishers 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. Correspondents 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 magazines 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 publishers 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. D (back to top) 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 publishers 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. E (back to top) 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. F (back to top) Field Served: the publishers description of the market/markets or occupations to whose interest the publications 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 publications recipient performs. It may or may not be the same as the individuals title. G (back to top) 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. H (back to top) 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 (back to top) 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 readers 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. K (back to top)

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. L (back to top) 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. M (back to top) 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 mediums important characteristics / facts, readers 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. N (back to top) 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 publishers definition of individual recipient, and is subject to audit by ABC. Nonanalyzed: Non-paid circulation that does not meet publishers 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. O (back to top) 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 preestablished 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. P (back to top) 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 newspapers 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. Preferred Position: specified choice advertising location. 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 runof-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. Publishers 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 Publishers 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 Publishers Statement. Publishers 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 publishers suggested basic price. Q (back to top)

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 (back to top) 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 advertisers standard rate. Sold on a first come basis with no placement guarantee. Remnant Space Discount: a discount offered over and above an advertisers 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. S (back to top) 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 acidresisting 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 Publishers 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 Publishers 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, seenassociated 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 Salespeoples 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 (back to top) 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: newspapers 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. U (back to top) 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. V (back to top) Velox: a shiny, heavy stock paper used for black and white advertising material. W (back to top) 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.