Chapter 10
rate card
A printed information form listing a publication's advertising rates, mechanical and copy requirements, advertising deadlines, and other information the advertiser needs to know before placing an order.
closing data
A publication's final deadline for supplying printed material for an advertisement.
run-of-paper (ROP) advertising rates
A term referring to a newspaper's normal discretionary right to place a given ad on any page or in any position it desires - in other words, where space permits. Most newspapers make an effort to place an ad in the position requested by the advertiser.
horizontal publications
Business publications targeted at people with particular job functions that cut across industry lines, such as HR magazine.
national magazines
Magazines that are distributed throughout a country.
standard advertising unit (SAU)
A system of standardized newspaper advertisement sizes that can be accepted by all standard-size newspapers without consideration of their precise format or page size. This system allows advertisers to prepare one advertisement in a particular size or SAU and place it in various newspapers regardless of their format.
reading notice (advertorial)
A variation of a display ad designed to look like editorial matter. it is sometimes charged at a higher space rate than normal display advertising, and the law requires that the word advertisement appears at the top.
classified display ads
Ads that run in the classified section of the newspaper but have larger-size type, photos, art borders, abundant white space, and sometimes color.
frequency discounts
Advertisers earn this discount by running advertising repeatedly in a specific time period.
cover position
Advertising space on the front inside, back inside, or back cover pages of a publication that is usually sold at a premium price.
insert
An ad or brochure that the advertiser prints and ships to the publisher for insertion into a magazine or newspaper.
Audit Bureau of Circulations (ABC)
An organization supported by advertising agencies, advertisers, and publishers that verifies circulation and other marketing data on newspapers and magazines for the benefit of its members.
vertical publication
Business publications aimed at people in a specific industry; for example, Nation's Restaurant News.
bleed
Color, type, or visuals that run all the way to the edge of a printed page.
earned rates
Discounts applied retroactively as the volume of advertising increases throughout the year.
volume discounts
Discounts give to advertisers for purchasing print space or broadcast time in bulk quantities.
public notices
For a nominal fee, newspapers carry these legal changes in business, personal relationships, public governmental reports, notices by private citizens and organizations, and financial reports.
shoppers
Free publications, delivered by hand or direct mail or in supermarket racks, consisting almost entirely of local advertising. Consumers tend to use these publications to find dealers and to make price comparisons.
full position
In newspaper advertising, the preferred position near the top of a page or on the top of a column next to reading matter. It is usually surrounded by editorial text and may cost the advertiser 25 to 50 percent more than ROP rates.
consumer magazines
Information- or entertainment-oriented periodicals directed toward people who buy products for their own consumption.
directory
Listings, often in booklet form, that serve as locators, buying guides, and mailing lists.
farm publications
Magazines directed to farmers and their families or to companies that manufacture or sell agricultural equipment, supplies, and services.
regional publications
Magazines targeted to a specific area of the country, such as the West or the South.
local city magazines
Most major U.S. cities have one of these publications. Typical readership is upscale, professional people interested in local arts, fashion, and business.
preprinted inserts
Newspaper advertisements printed in advance by the advertiser and then delivered to the newspaper plant to be inserted into a specific edition. Preprints are inserted into the fold of the newspaper and look like a separate, smaller section of the paper.
classified ads
Newspaper, magazine, and now Internet advertisements usually arranged under subheads that describe the class of goods or the need the ads seek to satisfy. Rates are based on the number of lines the ad occupies. Most employment, housing, and automotive advertising is in the form of classified advertising.
bulk discounts
Newspapers offer advertisers decreasing rates (calculated by multiplying the number inches by the unit cost per inch) as they use more inches.
weekly newspapers
Newspapers that are published once a week and characteristically serve readers in small urban or suburban areas or farm communities with an emphasis on local news and advertising.
daily newspaper
Often called dailies, these newspapers are published at least five times a week, in either morning or evening editions.
open rate
The highest rate for one-time insertion into a newspaper.
business magazines
The largest category of magazines, which target business readers and include trade publications for retailers, wholesalers, and other distributors; industrial magazines for businesspeople involved in manufacturing and services; and professional journals for lawyers, physicians, architects, and other professionals.
guaranteed circulation
The number of copies of a magazines that the publisher expects to sell. If this figure is not reached, the publisher must give a refund to advertisers.
secondary (passalong) readership
The number of people who read a publication in addition to the primary purchasers.
primary circulation
The number of people who receive a publication, whether through direct purchase or subscription.
tearsheets
The printed ad cut out and sent by the publisher to the advertiser as a proof of the ad's print quality and that it was published.
Newspaper Association of America (NAA)
The promotional arm of the American newspaper Publishers Association and the nation's newspaper industry.
short rate
The rate charged to advertisers who, during the year, fail to fulfill the amount of space for which they have contract. This is computed by determining the difference between the standard rate for the lines run and the discount rate contracted.
cooperative (co-op) advertising
The sharing of advertising costs by the manufacturer and the distributor or retailer. The manufacturer may repay 50 to 100 percent of the dealer's advertising costs or some other amount based on sales.
standard-size newspaper
The standard newspaper size measures approximately 22 inches deep and 13 inches wide and is divided into six columns.
paid circulation
The total number of copies of an average issue of a newspaper or magazines that are distributed through subscriptions and newsstand sales.
flat rates
A standard newspaper advertising rate with no discount allowance for large or repeated space buys.
cover date
The date printed on the cover of a publication.
preferred-position rate
A choice position for a newspaper or magazine ad for which a higher rate is charged.
cost per thousand (CPM)
A common term describing the cost of reaching 1,000 people in a medium's audience. It is used by media planners to compare the cost of various media vehicles.
proof copy
A copy of the completed advertisement that is used to check for final errors and corrections.
split runs
A feature of many newspapers (and magazines) that allows advertisers to test the comparative effectiveness of two different advertising approaches by running two different ads of identical size, but different content, in the same or different press runs on the same day.
insertion order
A form submitted to a newspaper or magazines when an advertiser wants to run an advertisement. This form states the date(s) on which the ad is to run, tis size, the requested position, and the rate.
controlled circulation
A free publication mailed to a select list of individuals the publisher feels are in a unique position to influence the purchase of advertised products.
island halves
A half-page of magazine space that is surrounded on two or more sides by editorial matter. This type of ad is designed to dominate a page and is therefore sold at a premium price.
junior unit
A large magazine advertisement (60 percent of the page) placed in the middle of a page and surrounded by editorial matter.
gatefold
A magazine cover or page extended and folded over to fit into the magazine. The gatefold may be a fraction of a page or two or more pages, and it is always sold at a premium.
national rate
A newspaper advertising rate that is higher, attributed to the added costs of serving national advertisers.
tabloid newspaper
A newspaper generally about half the size of standard-size newspapers; it is usually about 14 inches deep and 11 inches wide.
Sunday supplement
A newspaper-distributed Sunday magazine. Sunday supplements are distinct from other sections of the newspaper since they are printed by rotogravure on smoother paper stock.
geographic editions
Special editions of magazines that are distributed in specific geographic areas.
demographic editions
Special editions of magazines that are distributed to readers who share a demographic trait, such as age, income level, or professional status.
combination rates
Special newspaper advertising rates offered for placing a given ad in (1) morning and evening editions of the same newspaper; (2) two or more newspapers owned by the same publisher; or (3) two or more newspapers affiliated in a syndicate or newspaper group.
contract rates
Special rates for newspaper advertising usually offered to local advertisers who sign an annual contract for frequent or bulk-space purchases.
column inch
The basic unit by which publishers bill for advertising. It is one vertical inch of a column. Today, most newspapers - and virtually all dailies - have converted to the SAU system. An SAU column inch is 2 1/16 inches wide by 1 inch deep.
media mix
The combination of media types that work together to most effectively deliver an advertiser's message.
on-sale date
The date a magazine is actually issued.
circulation audit
Thorough analysis of circulation procedures, distribution outlets, and other distribution factors by a company such as the Audit Bureau of Circulations (ABC).
display advertising
Type of newspaper advertising that includes copy, illustrations or photographs, headlines, coupons, and other visual components.
rate base
With magazines, the circulation figure on which the publisher bases its rates.
