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Glossary of Magazine Industry Terms.

A | B | C | D | E | F | G | H | I | J | K | L | M
N | O | P | Q | R | S | T | U | V | W | X | Y | Z

[A]

ABOVE THE FOLD
The editorial space visible after the publication has been folded in half. Is considered top placement for articles. A mostly newspaper term but also used in trade news tabloids. Also used on websites to signify the space visible without scrolling, especially on the home page.

ACCEPTANCE
1. Drawing up a contract for goods or services, such as advertising.
2. Positive feelings for a promoted product.

AD RETENTION

The likelihood that a reader will remember a particular ad on a magazine page. It is expressed in a percentage and measured by advertisers.

ADVERTORIAL

Advertising supplement that reads like an editorial.

AFFINITY OUTLETS
Retail outlets that offer single-copy sales of a magazine with editorial content that relates to the outlet's products or services.

AFFINITY PROGRAM

Reference from one web site to another to further e-commerce. The target web site shares any profits with the referring web site.

AIDED RECALL
Prompting a respondent to trigger recall of a specific product or service advertised.

ALLEY
The two margins in the middle of a page spread.

AMERICAN BUSINESS MEDIA (ABM) formerly AMERICAN BUSINESS PRESS - ABP
An association of publishers with business-to-business publications in print and electronic form. The ABP conducts research, disseminates industry information, conducts educational seminars and classes, and promotes business publications in general on behalf of its members.

ANCILLARY PRODUCT
Products sold by publishers in addition to magazines, such as trade shows, conferences, books, tapes, special issues, coffee mugs.

ARREARS
Issues of a magazine sent after the subscription has expired. Publications audited by the Audit Bureau of Circulation (ABC) may count these subscribers in their circulation for a maximum of three additional months.

ART DIRECTOR

Oversees the visual look of the publication, including the format design, art production, cover ideas and graphics that illustrate each article.

ASSISTANT EDITOR

Senior editorial staff assistant who handles routine work, research, writing/editing "front of the book" or "back of the book" departments and may write/edit features.

ASSOCIATE EDITOR
Writes and/or edits features, covers and represents the publication at industry events.

ASSOCIATE PUBLISHER

Reports to the Publisher and oversees nation-wide advertising sales, supervises Regional Managers and sales staff, recruits and trains sales personnel, sets policy and procedures for the sales department and is responsible for meeting goals and quotas. May also be in charge of marketing and/or promotion.

AUDIENCE DUPLICATION

1. Two magazines that reach the identical audience.
2. Two issues of the same magazine to one reader.

AUDIT
Objective confirmation by independent organizations (Audit Bureau of Circulation or Business Publications Audit Inc. in the U.S.) of circulation figures, web site impressions and other records that publications use to promote their business.

AUDIT BUREAU OF CIRCULATION - ABC
An independent, nonprofit organization that verifies publisher's circulation claims by holding regularly scheduled audits. ABC is sponsored by publishers, advertisers and advertising agencies.

AUDIT REPORT
The official findings of an audit bureau (Audit Bureau of Circulation or Business Publications Audit Inc. in the U.S.) as a result of its examination of a magazine's records for a particular year or other stated period of time. Also referred to the "white audit" because it is printed on white paper in order to differentiate it from a publisher's statement.

AVERAGE NET PAID CIRCULATION

The average number of copies of a publication sold per issue. It equals the total circulation of all issues during the audit period divided by the number of issues in the audit period. A term often used by audit bureaus (Audit Bureau of Circulation or Business Publications Audit Inc. in the U.S.).

[B]      [Return to Top]

B2B
Shorthand for business-to-business.

BACKBONE
The bound edge of a magazine or book.

BACK-OF-THE-BOOK
The final pages of a magazine, usually consisting of columns and departments.

BACKUP PAGE
The page of advertising required by a magazine to back up a coupon.

BAD DEBT

Overdue money owed by a subscriber or advertiser.

BANNER AD

Advertisement usually at the top or bottom of a web site page which leads directly to the advertiser's web site.

BASIC PRICE
The price which the general public pays to purchase a magazine, whether for one issue or a stated period of time.

BIND-IN CARDS
Promotional postcards bound into magazines that either advertise a product or offer a subscription to the magazine, intended to entice a response by readers.

BIMONTHLY
Published every other month.

BINGO CARD
A reader response card, used to request more information from advertisers. The term comes from the block of numbers -- similar to those on a game card - that readers circle to request information. They're most commonly found in business-to-business magazines.

BIWEEKLY
Published every two weeks or twice a month.

BLEED
A printed image that extends to the very edges of a page.

BLOW-IN CARDS
Promotional postcards “blown” into magazines by a machine after the publication has been bound. These either advertise a product or offer a subscription to the publication and are intended to entice a response by readers.

BLUELINES
A magazine proof printed in a single shade of blue that is also printed, folded, and bound to approximate what the finished magazine will took like. Changes made after an approval is often costly.

BOOK
Shorthand slang for a magazine.

BRAND
The visual look of a product's logo or other printed material that can be used to lead satisfied customers to purchase other products bearing the same marks.

BREAKDOWN

Analyzing circulation by specific criteria including geographic area, job or title descriptions, business or industry classifications or other demographic information.

BULK CIRCULATION
Distribution of multiple magazine copies sent to an individual addressee.

BULK SALES
The purchase of five or more copies of a periodical for distribution to promote the business or professional interests of the purchaser. For example, a copy of a newspaper you receive in some hotels.

BURIED AD
An ad surrounded by other ads on a page.

BUSINESS INFORMATION NETWORK - BIN

A joint venture between American Business Press and Competitive Media Reporting to provide methods of measuring advertising spending in B2B publications.

BUSINESS MODEL
Method of earning income from e-commerce. Examples include subscription, advertising-based or transactional earnings.

BUSINESS PRESS or BUSINESS PUBLICATION
Publications that contain content specific to a business, industry, occupation or profession or to a specific job classification rather than a general consumer audience.

BUSINESS PUBLICATIONS AUDIT, INC. - BPA

An independent, nonprofit organization that verifies publisher's circulation claims by holding regularly scheduled audits. BPA is sponsored by publishers, advertisers and advertising agencies. In addition, BPA verifies tradeshow attendance figures.

BUSINESS REPLY CARD - BRC
A method for targeted readers to reply in some predetermined fashion.

BUSINESS REPLY ENVELOPE - BRE

A method for targeted readers to send an order and/or check to a publisher postage-free.

BUSINESS-TO-BUSINESS MAGAZINE
See trade magazine.

BUYER'S GUIDE
Specific manufacturer and supplier purchase information listed alphabetically and by product or service groups. Typically published in a separate publication or issue of a periodical.

[C]      [Return to Top]

CALLOUT
The callout is intended to tease browsers to want to read the article. It's usually a sentence or two pulled from the article and upsized. The magazine's graphic designer will place it, pleasingly, somewhere on the page to break up copy but mostly, to serve as a tease into the article.

CAPTION
Short copy below – or close to - a photograph which describes what is taking place and/or identifies the people in the picture.

CARD DECK
Postcard-sized printed advertisements purchased by advertisers, organized and sponsored by publishers and mailed to subscribers of a mag-azine in a prepackaged group, usually to a specific demographic breakdown.

CARD RATE
The cost of advertising space quoted on a rate card.

CASH DISCOUNT
A savings, usually two percent of the net cost, when cash is paid for advertising space.

CENTER SPREAD

Any article, ad or other element that covers the two facing center pages of a publication.

CHARTER SUBSCRIPTION

An initial subscription price offer at the start-up of a publication that guarantees that the price will not change if subsequent renewal is done in a timely manner.

CHARTICLE
An article in the form of a chart.

CHECKERBOARDS

Ads alternated with editorial text and placed diagonally on the quarter or half page.

CHECKING COPY

Copy of a specific magazine issue sent to an advertiser or agency that verifies the placement of their advertisement in that issue.

CHURCH AND STATE
A metaphor for the formal or informal structure division established between the creative "church" side (editorial) and the commercial "state" side (advertising) at a magazine to prevent advertising from influencing editorial decisions.

CIRCULATION
The number of paid copies of a periodical, such as a magazine, a journal or a newspaper.

CIRCULATION DIRECTOR
Directs and coordinates the circulation, fulfillment and production departments and develops policies.

CIRCULATION MANAGER (CONTROLLED; PAID)
Oversees policy implementation and manages the circulation personnel.

CIRCULATION MANAGER (PROMOTION; FULFILLMENT)

Oversees promotion or fulfillment policy and supervises the staff.

CIRCULATION SPECIALIST

Oversees database-related activities involving subscribers and advertisers, including data warehousing and data mining.

CLASSIFIED ADVERTISING

Advertising placed under distinctive headings or categories of interest to the magazine reader. Designed for singe item or service announcements (rather than mass product promotion), type and style are uniform, do not usually include display, and have special insertion rates.

CLIP
A photocopy, or tear sheet, of a published article. Used when querying editors as proof of the author being previously published.

CLOSING DATE

| The deadline to submit the final version of advertising material or a manuscript for publication to a magazine's specific issue.

CMYK
The four colors (cyan, magenta, yellow, black) used to achieve full-color image appearance. Color and contrast is achieved using black ink (abbreviated K).

COLOR ELECTRONIC PREPRESS SYSTEMS - CEPS

Sophisticated computer -controlled printing equipment, as distinguished from desktop components, designed for high-output presswork work required for data-intensive publications.

COLUMN INCH
Copy which is one column wide and one inch deep.

COMMISSION
The amount of money a magazine's advertising representative or agent earns to bring in advertiser's business.

COMPETITIVE MEDIA REPORTING - CMR

Reports strategic intelligence to advertisers, advertising agencies, broadcasters and publishers.

COMPLIMENTARY COPY
Unpaid distribution of a magazine at the discretion of the publisher. Likely recipients include potential advertisers, agencies, members of the press and other officials.

COMPOSITION
A magazine's demographic profile.

CONTENT
Any material, other than advertisement, that appears within the context of the magazine, web site or other publishing forum.

CONTRIBUTING EDITOR

An editor or writer who contributes to a magazine's efforts but is not on staff.

CONTROL PACKAGE
The direct mail advertising package that has generated the most responses from potential subscribers and to which all other package variations are compared to.

CONTROLLED CIRCULATION
See non-paid circulation.

CONVERSION

A subscriber's first time renewal, after which it is simply referred to as a renewal. Magazine conversion rates are usually much lower than renewal rates.

COOKIE

Small computer program that electronically stores personal information about your web site usage that improves the on-line experience.

COPY

The editorial material published in a magazine.

COPY EDITOR

A magazine staff member who edits copy accuracy, style, grammar, and spelling.

COPYRIGHT

The legal ownership of a creative work.

COPY SUPERVISOR
Oversees proper copy editing and proofreading and acts as liaison between copy editors and printer. Usually reports to the Managing Editor and may have supervisory status.

CORPORATE IDENTITY PROGRAM
Written policy concerning a company's visual image, including elements such as logo, stationery, packaging and signage.

COST PER THOUSAND - CPM
The standard measure of cost to reach 1,000 people, usually with advertising material.

COST RANKING REPORT
Magazine ranking based on predetermined demographics or costing methods.

COVERAGE

The percentage of a demographic group reached by a magazine.

COVERLINES
Short lines of copy placed on the cover of a publication to entice newsstand browsers to buy it. Also called cutlines.

CQ
An editing term and usually used in parenthesis next to a word. Signifies that this word is spelled correctly.

CUSTOM PUBLISHING
A collection of material gathered specifically for publication to a targeted audience.

CUTLINES
Short lines of copy placed on the cover of a publication to entice newsstand browsers to buy it. Also called coverlines.

[D]      [Return to Top]

DATA MINING
Examining, analyzing, and processing information for specific analysis.

DECK (or dek)
The deck is intended to tease the readers into reading the article. It is placed right below the title and above the first paragraph and is often set in bold. It can actually be the first paragraph of the article but most often, it's a separate piece of copy.

DEEP CAPTION
Description accompanying an illustration or a photograph that's a (short) article unto itself.

DEFAMATION
Causing a reputation to be damaged, either in writing (libel) or spoken (slander).

DEMOGRAPHICS

Physical data on readers of a magazine, such as gender, age, education, household income, geographic location.

DEMOS
Individuals who place highest in specific chosen demographic characteristics.

DESKTOP PUBLISHING

Designing and producing magazines and other printed material using personal computer. Some element of this method is used in every publishing entity today.

DIGITAL COLOR PROOF

A color proof produced entirely with computerized data without the need for separation films.

DIGITAL PRINTING

Using digital data from prepress systems to produce images without the use of plates.

DIRECT MAIL

Invitations, solicitations and informational mail pieces sent to individuals likely to respond favorably.

DIRECT-TO-PLATE

Imaging printing plates directly from digital data as a savings in time and expense from producing film.

DISPLAY ADVERTISING
Message building device in black-and-white or color used by companies to convey the company image, products and services as well as specialty messages.

DISTRIBUTOR
Person or company that order, place and sell bulk quantities of publications.

DPI
Dots per inch in a digital photograph. The higher this number, the higher the quality of the photograph.

DRAW
Quantity received by a wholesaler from a magazine publisher for distribution to individual retailers.

DUMMY
Simulation of actual pages used as a planning tool to evaluate elements before they are printed.

DUMMY MAGAZINE
Imitation magazine designed to test ad readership in a sampling of readers.

DUPLICATION
1. When two or more magazines have the same reader in common.
2. Circulation reached by the same advertisement through two different medias.

[E]      [Return to Top]

EARNED RATE
The actual cost of advertising based on volume and frequency of advertising.

E-COMMERCE

The buying and selling of goods and services on the Internet.

EDITION

Part of the total distribution of an issue of a periodical, whose copy or advertisement differs by region, time of day or other variable.

EDITOR
A person who prepares, refines and directs copy for publication.

EDITORIAL
1. That part of a publication provided by writers which is not advertising.
2. An article expressing the views of the editor or publication policy.

EDITORIAL ASSISTANT

Support staff for the editorial department.

EDITORIAL BOARD
A group of experts providing direction and strategy assistance to a magazine's editor-ial staff and may set edi-torial policy.

EDITORIAL CALENDAR
A yearly schedule of topics and/or articles planned for upcoming issues of a magazine. Most calendars run from January through December, although the calendars of snow-related publications will cover the winter season,
usually from fall to spring the following year.

EDITORIAL INVENTORY

Unpublished articles in a magazine's inventory for future use.

EDITOR-IN-CHIEF

Oversees all editorial direction and policy, including content, editorial page, budget, goals and staff.

EFFECTIVE AUDIENCE

A term used in advertising to calculate the number of readers for a magazine. It consists of the in-home-audience plus 50% of the out-of-home audience.

ENTRY POINT
Devices, such as pull quotes, sidebars, lists and graphs, used to draw the reader into a story.

EXCHANGE COPY

Complimentary courtesy copy sent by two publishers to each other.

EXCLUSIVE READERS

Readers who read only one magazine within a predefined category.

EXECUTIVE EDITOR

Oversees daily copy quality and deadline compliance.

[F]      [Return to Top]

FACE
The style or design of type.

FACT CHECKER

Editorial staff position in charge of verifying factual statements contained in copy before it is published.

FAIR USE
The ability to copy and distribute a printed work for free without permission from or payment to the copyright holder.

FILLER
Short editorial item to fill an otherwise blank space.

FILM
The predominant medium for image transmission in the graphic arts until the mid-1980s.

FIXED LOCATION
An element whose position remains constant from issue to issue, for example, the name of magazine on the front cover of a periodical.

FOB
"Front-of-the-book", the beginning pages of a magazine, usually consisting of shorter editorial material, such as columns and departments.

FOLIO
1. A large sheet of paper that is folded once in the middle to make four pages of a periodical.
2. A periodical of the largest common size consisting of folded sheets of paper about 15 inches in height.
3. A page number.
4. To consecutively number the pages of a periodical.
5. The number of pages.

FONT
A complete assortment of type characters, including numbers, punctuation marks and dingbats, in one face and size.

FORMAT
The look (size, shape, style and appearance) of a publication's printed page or advertisement.

FOUR COLOR PROCESS

A printing process to produce a full range of colors by overprinting CMYK (cyan, magenta, yellow, black).

FREELANCE CONTRACT
The agreement between a publication and a freelance writer regarding rights purchased, kill fees, article length, etc.

FREELANCE WRITER

Writer whose work is published in a variety of media, but is self-employed instead of being a staff member.

FREQUENCY
1. The number of times readers see a periodical or advertisement in a set period of time.
2. The number of issues published in a set period of time.

FRONT-OF-THE-BOOK
The beginning pages of a magazine, usually consisting of shorter editorial material, such as columns and departments.

FULFILLMENT
Maintaining complete subscriber information files including new subscribers, renewals, address changes and cancellation. The file is then used to produce mailing labels.

FULL POSITION
Premium placement for an advertisement that normally appears after and/or next to editorial material.

[G]      [Return to Top]

GALLEY PROOF or GALLEYS
A printing term for proof text taken before final page make-up.

GATE FOLD
A special page in a magazine, usually for an ad, which is printed on a larger piece of paper and folded to fit the size of the magazine and open like a gate.

GENERAL INTEREST MAGAZINE

Magazines whose editorial content is general in nature and thus appeals equally well to most men and women. Examples are People and Reader's Digest.

GRAF
A common abbreviation for paragraph.

GRAPH
A common abbreviation for paragraph.

GRAVURE

The printing method most likely used for long-run periodical and catalog work because the method transfers large quantities of ink directly to the paper, yielding greater depth and richness of color than any other process. Some maga-zines are printed partly by gravure and partly by offset lithography, with gravure reserved for the sections wherein reproduction quality is critical.

[H]      [Return to Top]

HALF-PAGE ISLAND PORTION
A preferred ad position that is two columns wide and three-quarters of a page deep, with no other advertisement adjacent to it or on the same page.

HALFTONE

An image converted to a pattern of dots, either uniform in size but variably spaced or variably sized but uniformly spaced.

HARD OFFER

A publisher's requirement that the subscription be paid for before any issues are delivered.

HEAD
Slang for headline; i.e. the title of the article.

HEATSET PRINTING
Mandatory for printing magazines on coated papers because it is not absorbent enough to permit drying by evapora-tion at web offset's high running speeds. A hot-air oven or another heat source is used to set the ink as the paper moves from the printing units to the delivery end of the press.

HED
Slang for headline; i.e. the title of the article.

HOOK
A communication device to draw the audience in and get them to respond as desired.

HOUSE ORGAN
A company's internal publication to communicate news of interest to its employees, suppliers and interested public.

[I]      [Return to Top]

IMAGESETTER
An output device driven by hardware or software raster image processors that uses a laser to transfer digi-tized page images to film or photosensitive paper, turning digital page data from the desktop publishing computer or CEPS into "bitmaps" reproducible on the film or the paper.

IMAGE SWAPPING

An electronic process which allows desktop publishing computers to work with low-resolution images but automatically replace the images with high-resolution versions when the pages are ready for final pro-cessing at the CEPS.

IMPOSITION DURING PREPRESS

The proper arrangement of pages to maximize production run efficiency.

IMPRESSIONS
1. The sum of all media exposures without regard to duplication.
2. The number of times a web site visitor downloads a banner ad.

IMPRINT
Printing of additional copy on previously printed material.

INDEPENDENT FIELD REPORT

Reports researched by an independent field service organization under a contract with a publisher.

INDICIA
1. A page in a publication that contains publication name, date of issue, frequency, serial number, publication office, subscription price, and notice of entry information, appearing in the first five pages.
2. Postal marking on bulk mail used instead of postage stamps, cancellation, and postmarks.

IN-HOME READERS

People who read a magazine in their own home.

INK-JET PRINTING
1. A computer-controlled, database-driven imprinting technique that publishers can use to per-sonalize issues by displaying individual subscribers' names in prominent posi-tions, and label special editions for delivery according to zip-code breakdown and other criteria.
2. A plate-less printing system that uses digital data to determine how droplets of dyes should be sprayed onto paper to produce images.

IN-LINE FINISHING

Presses that incorporate equipment on the same production line that handles part of the bindery.

INSERT

Additional printed material not part of the publication run that is supplied by an advertiser and incorporated separately into a publication. They may be "tipped" (glued) into the issue or saddle-stitched in place and often require an additional 'lip" of paper (see outsert.)

INSERTION ORDER

Advertiser's formal request to the publisher to run a specified advertisement at a certain time.

INTERNATIONAL STANDARD SERIALS NUMBER - ISSN
A unique number code assigned to a serial publication and recognized internationally.

INTERIM STATEMENT

A circulation statement of a publisher made quarterly to the Audit Bureau of Circulation (ABC). An interim statement can be made at any time but is usually issued when there is a major change to publications; such as two periodicals merging.

ISLAND POSITION

A location for advertising that has it completely surrounded by non-advertising matter such as editorial text, editorial illustrations, margins, and/or gutter.

ISSUE

All the copies of a periodical with the same cover date and distributed at the same time.

ISSUE DATE
The date a magazine is distributed to readers, usually before the cover date.

ISSUE LIFE

How long it takes for a reader to read a magazine as defined by some predetermined measure.

[K]      [Return to Top]

KILL FEE
Payment offered if an assigned article is not used by the publisher. Usually not offered unless stated in a contract.

[L]      [Return to Top]

LAYOUT BUILDING
Putting together all the elements that make up the pages of a magazine, including copy, headlines, sidebars, tables, charts, artwork, photography, ads, column rules, folio numbers, jump notations, headers and footers, and such.

LEAD
The introductory paragraph of an article designed to hook the reader into reading the rest of the story.

LEAD IN
Another word for 'deck'. It is used mostly by publications using British English.

LEAD TIME
The time it takes from planning to get a magazine on the newsstand.

LEDE
The introductory paragraph of an article designed to hook the reader into reading the rest of the story.

LETTERPRESS

A centuries-old cumbersome printing process replaced by offset lithography, but that continues to survive as an art form.

LIBEL
Printed copy that damages a person's reputation.

LINE SCREEN
See halftone.

LITHOGRAPHY
A printing process in which sections containing type, illustrations and photography attract the printing ink and non-image areas, treated with dampening solution, repel ink.

LOGO OR LOGOTYPE

A standardized, distinctive pattern representing a company's name or trademark. Originally, the logotype was cast as a single piece of metal for printing.

LOYALTY PROGRAMS
Incentive programs, including gifts, discounts and preferential treatment, offered to repeat or bulk sales customers.

[M]      [Return to Top]

MAGAZINE
A periodical published at least once a month if in print.

MAGAZINE PUBLISHING ASSOCIATION - MPA

Industry association for consumer magazines established in 1919 that acts as an advocate on behalf of the industry.

MAKEREADY
Preparing the printing press for the production run.

MANAGING EDITOR

Sets and carries out editorial policy with the Editor-in-Chief, manages the editorial staff, plans the content and layout of each issue and decides which material will be published. Oversees expenditures for art, manuscripts and reprints, and helps prepare the budget , while also assuming writing and editing responsibilities.

MAQUETTE
The layout or roadmap of the magazine, generated by the advertising department, it shows exactly where editorial and ads will appear.

MARKETING COORDINATOR or MARKETING SPECIALIST

Assists the marketing director by executing marketing, advertising, publicity, PR, and events campaigns and acts as information liaison to staffers and advertisers.

MARKETING DIRECTOR

Oversees the marketing group (covering circulation, advertising, promotion, research and public relations) and sets goals and monitors implementation of policy. Helps division managers evaluate publications and new opportunities.

MASTHEAD
A section of the magazine detailing the publication's identification, ownership, staff members and contact information.

MEDIA
Methods of communication, such as print publications, TV, radio and the Internet.

MEDIA KIT

A package of information detailing circulation, ad rate, and editorial data of a magazine and used to assess the magazine's editorial content and appropriateness for advertising.

MEDIA QUADMAP

A two-dimensional graph profiling the media usage of specific demographic groups or other predetermined categories.

MEDIA SURVEY
Measuring the penetration of a particular media into one or more markets.

MERCHANDISING
Any activity to enhance the effectiveness of an advertising or promotional campaign.

MERCHANDISING ALLOWANCE

Money a magazine earmarks to develop promotional programs for advertisers, including the use of advertising point-of-sales displays, direct mail, reprints of advertise-ments, and enlargements.

MISSION STATEMENT

The editorial explanation that details the mission and objectives of a magazine.

MULTICOLOR PRINTING

Printing that consists of two or more colors other than the process colors (see four-color).