Mc Chap 12

Front 1

selectivity

Back 1

the ability of a medium to reach a specific target audience

Front 2

gatefolds

Back 2

an oversize magazine page or cover that is extended and folded over to fit into the publication. Gatefolds are used to extend the size of a magazine advertisement and are always sold at a premium

Front 3

bleed pages

Back 3

Magazine advertisements where the printedarea extends to the end of the page, eliminating any white margin or border around the ad.

Front 4

split runs

Back 4

two or more versions of a print ad are printed in alternative copies of a particular issue of a magazine.

Front 5

selective binding

Back 5

a computerized production process that allows the creation of hundreds of copies of a magazine in one continuous sequence.

Front 6

ink-jet imaging

Back 6

a printing process where a message is reproduced by projecting ink onto paper rather than mechanical plates. Ink jet imaging is being offered by many magazines to allow advertisers to personalize their messages.

Front 7

controlled-circulation basis

Back 7

distribution of a publication free to individuals a publisher believes are of importance and responsible for making purchase decisions or are prescreened for qualification on some other basis.

Front 8

pass-along readership

Back 8

the audience that results when the primary subscriber or purchaser of a magazine gives the publication to another person to read, or when the magazine is read in places such as waiting rooms in doctors' offices.

Front 9

selectivity

Back 9

the ability of a medium to reach a specific target audience

Front 10

gatefolds

Back 10

an oversize magazine page or cover that is extended and folded over to fit into the publication. Gatefolds are used to extend the size of a magazine advertisement and are always sold at a premium

Front 11

bleed pages

Back 11

Magazine advertisements where the printedarea extends to the end of the page, eliminating any white margin or border around the ad.

Front 12

split runs

Back 12

two or more versions of a print ad are printed in alternative copies of a particular issue of a magazine.

Front 13

selective binding

Back 13

a computerized production process that allows the creation of hundreds of copies of a magazine in one continuous sequence.

Front 14

ink-jet imaging

Back 14

a printing process where a message is reproduced by projecting ink onto paper rather than mechanical plates. Ink jet imaging is being offered by many magazines to allow advertisers to personalize their messages.

Front 15

controlled-circulation basis

Back 15

distribution of a publication free to individuals a publisher believes are of importance and responsible for making purchase decisions or are prescreened for qualification on some other basis.

Front 16

pass-along readership

Back 16

the audience that results when the primary subscriber or purchaser of a magazine gives the publication to another person to read, or when the magazine is read in places such as waiting rooms in doctors' offices.

Front 17

total audience/ readership

Back 17

a combination of the total number of primary and passa long readers multiplied by the circulation of an average issue of a magazine.

Front 18

magazine networks

Back 18

a group of magazines owned by one publisher or assembled by an independent network that offers advertisers the opportunity to buy space in a variety of publications through a package deal.

Front 19

multimagazine deals

Back 19

arrangements whereby two or more publishers offer advertisers the opportunity to buy space intheir magazines with one single media buy.

Front 20

cross-media advertising

Back 20

An arrangement where opportunities to advertise in several different types of media are offered by a single company or a partnership of various media providers.

Front 21

display advertising

Back 21

Advertising in newspapers and magazines that uses illustrations, photos, headlines, and other visual elements in addition to copy text.

Front 22

classified advertising

Back 22

advertising that runs in newspapers and magazines that generally contains text only and is arranged under subheadings according to the product, service, or offering. Employment, real estate, and automotive ads are the major forms of classified advertising.

Front 23

preprinted inserts

Back 23

Advertising distributed through newspapers that is not part of the newspaper itself, but is printed by the advertiser and then taken to the newspaper to be inserted.

Front 24

city zone

Back 24

A category used for newspaper circulation figures that refers to a market area composed of the city where the paper is published and contiguous areas similar in character to the city.

Front 25

retail trading zone

Back 25

The market outside the city zone whose residents regularly trade with merchants within the city zone.

Front 26

general advertising rates

Back 26

Rates charged by newspapers to display advertisers outside the paper's designated market areas and to any classification deemed by the publisher to be general in nature.

Front 27

retail or local advertising rates

Back 27

rates newspapers charge to advertisers that conduct business or sell goods and services within the paper's designated market area.

Front 28

standard advertising units (SAUs)

Back 28

A standard developed in the newspaper industry to make newspaper purchasing rates more comparable to other media that sell space and time in standard units.

Front 29

flat rates

Back 29

A standard newspaper advertising rate where no discounts are offered for large-quentity or repeated space buys.

Front 30

open-rate structure

Back 30

A rate charged by the newspapers in which discounts are available based on frequency or bulk purchases of space.

Front 31

run of paper (ROP)

Back 31

A rate quoted by newspapers that allows the ad to appear on any page or in any position desired by the medium

Front 32

preferred position rate

Back 32

A rate charged by newspapers that ensures the advertiser the ad will appear in the position required and/or in a specific section of the newspaper.

Front 33

combination rates

Back 33

A special space rate or discount offered for advertising in two or more periodicals. Combination rates are often offered by publishers who own both morning and evening editions of a newspaper in the same market.