| 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
[N] [Return
to Top] NET PAID CIRCULATION
A term used in Audit Bureau of Circulation (ABC) audit reports and Publishers
Statements referring to total paid circulation, either through single
copy newsstand sales or through subscription. Payment must be at not less
that 50 percent of the basic newsstand or subscription price, according
to ABC rules.
NEW MEDIA
All electronic communications media including CD-ROMs, web sites, broadcast
e-mail and web casting.
NEWSPRINT
Coarse paper used to print newspapers which do not require archival-quality
paper.
NON-ABC
Publications which do not subscribe to the Audit Bureau of Circulation.
NON-HEATSET PRINTING
Publications printed on uncoated paper that does not require heat to set
the ink because uncoated papers are ink-absorbent and dry readily. Sheetfed
printing is by its nature a non-heatset process.
NON-PAID CIRCULATION
Free copies of a publication sent to individuals who meet publisher's
predetermined demographic qualifications.
NON-QUALIFIED DISTRIBUTION
Circulation of a publication to demographic guidelines as determined by
the publisher. NUT GRAF
A paragraph introduced early in the article (2nd or 3rd paragraph) that
summarizes what the article is about. It provides the gist or "meat"
of the story. Often follows an anecdotal or descriptive lead. NUT GRAPH
A paragraph introduced early in the article (2nd or 3rd paragraph) that
summarizes what the article is about. It provides the gist or "meat"
of the story. Often follows an anecdotal or descriptive lead.
[O] [Return
to Top] OFFICIAL ORGAN
A periodical that is used as a communication tool for members of a trade
association or group.
OFFSET LITHOGRAPHY or OFFSET PRINTING
The standard method of lithography for quantity reproduction and the predominant
method of printing short- to medium-run magazines. The process entails
the impression to be transferred from the engraving plate to a rubber
blanket and then printed on paper.
ONE-TIME RATE
See open rate. ON SPEC
Abbreviation for "on speculation" - writing an article for free
in hope that an editor will buy it.
OPEN PREPRESS INTERFACE - OPI
Hardware and software links that enable high-end CEPS and desktop publishing
equipment to share work, including image swapping.
OPEN RATE
Advertisement rate for one placement, usually not eligible for any discounts.
ORPHAN
A partial word or a single word that ends a paragraph on a separate line.
Because this is difficult to read, copy is usually rewritten to avoid
orphans.
OUT-OF-HOME READERS
Magazine readers who have only read a publication away from home.
OUTSERT
1. Preprinted material attached to the exterior of a magazine, including
cover wraps used for subscription renewal reminders or tear off surveys
or belly bands carrying advertisement.
2. Loose items that are polybagged with the publication.
OVERRUN
Extra copies from a print job with a specified print quantity.
[P] [Return
to Top] PAID CIRCULATION
Magazine copies that have been paid for by an audit bureau-approved source,
including subscription and newsstand sales.
PAID-ON-DELIVERY SUBSCRIPTION
Money for an issue is collected when the issue is delivered.
PAID SUBSCRIBER
A person who agrees to a contract to purchase a magazine's issues that
satisfies the established rules for paid circulation.
PASS-ALONG READER
A person who reads a publication that was purchased by someone else. Statistically
becomes part of the total number of readers of a particular issue or a
particular publication. See secondary audience.
PASS-ALONG CIRCULATION
Subscribers who offer non-subscribers a chance to read their purchased
magazine.
PERFECT BINDING
A method of folding and cutting magazine pages to create a flat spine
on which copy can be printed and is convenient for inserts, but doesn't
allow the magazine to lie open flat and is more expensive than saddle-stitching.
PERIODICAL
A publication with a fixed interval between issues. PHOTO CAPTION
Short copy below - or close to - a photograph which describes what is
taking place and/or identifies the people in the picture.
PICA
Unit of print measurement; six picas equal one inch.
PINK SHEET
The publisher's statement (printed on pink paper) of circulation over
a six-month period that is certified by the Audit Bureau of Circulations,
Inc.
PLATE
Flexible material used to make a printed image by letterpress, gravure
or lithography.
POLYBAGGING
A durable plastic bag used to deliver a magazine issue together with additional
sup-plements, including catalogs, diskettes or other publications.
PORTAL
1. Web site that is the user's first point of contact with the Web during
a particular session
2. A web site that acts as a "jumping off point" for relevant information
by providing search tools and links to related points of interest.
POSITION
An ad's place and location on a publication's page.
POSITIVE
Film made from a negative that reproduces the original image's light and
shade.
PRE-CLIPPED COUPON
Advertised product or service printed separately and inserted into a publication's
binding.
PREFERRED POSITION
Location where an advertiser would like to have their advertisement placed
within a publication.
PREMIUM PRICE
Higher advertising rate charged for a publication's premium positions.
PRIMARY AUDIENCE
1. The total number of people who purchase and read a publication.
2. The readers that a publication's editorial content is written for.
PRIMARY READER
Any household member who reads a paid copy of a publication.
PRODUCTION DIRECTOR
Oversees production and manufacturing of a magazine, sets budgets, manages
production personnel and may be responsible for purchasing paper and negotiating
with the printer.
PRODUCTION MANAGER
Oversees department policies with respect to ad agencies, printers, typesetters
and such.
PROMOTION COPIES
Copies sent to potential advertisers and their agencies.
PROMOTION MANAGER
Plans promotion programs in aid of the sales objectives. Creates, produces
and distributes sales tools. Conceives, writes and supervises production
of sales aids (advertising, direct mail booklets, sales kits and multimedia).
Sets the promotion budget; is responsible for keeping promotion costs
under control.
PROOF
A test print run used to check and edit copy and layout before the final
print run.
PROOFREADER
Editorial staff member who is responsible for reading proofs before the
final print run.
PROTOTYPE
A mix of data combining known demographics, circulation and other information
to create new content that can be used in syndicated research runs used
for media planning purposes.
PUBLISHER
Oversees the overall profitability of a publication by setting the direction
editorially and visually, determines target markets, manages staffing
and production, and controls resource and budgets.
PUBLISHER'S INTERIM STATEMENT
A publisher's certified circulation and distribution statement for a period
other than the normal six-month period.
PUBLISHER'S STATEMENT
A semi-annual filing of circulation figures by the publisher to be audited
by the Audit Bureau of Circulation (ABC).
PULL QUOTE
A short excerpt from a magazine story used to attract a reader's attention
by setting it in larger-than-normal type size.
[Q] [Return
to Top] QUALIFIED CIRCULATION
Verification that paid or nonpaid copies are sent on a regular basis to
readers whose eligibility is audited.
QUALIFIED RECIPIENT
Recipients who meet publisher's requirements to receive every issue of
a publication.
QUANTITY DISCOUNT
Preferred pricing for advertisements based on a single volume purchase
for a given timeframe.
QUERY
A formal article proposal made by a freelance writer to determine if a
magazine's interest level. The proposal specifies the subject, its general
importance, the relevance to the magazine's readers and an outline which
details the proposed article.
[R] [Return
to Top] RATE BASE
The circulation figures used by publishers to sell ad space.
RATE CARD
A printed brochure showing the costs for various advertising choices and
includes mechanical production requirements and closing date information.
RATING
The percent of individual homes reached by a single issue of a magazine.
REACH
See rating.
READER DUPLICATION
The number or percentage of total readers who read more than one publication
in a predetermined demographic measure.
READERS
The total number of people who see and read a publication, including primary
readers (those that purchase the issue) and secondary readers (those who
have access to an issue but do not pay for it).
READERSHIP
1. The extent to which advertising parts of a publication are read
2. The ratio of actual readers or viewers of a medium.
READERSHIP SURVEY
A method to determine how many people read a specific element within a
publication (usually an advertisement).
READERS-PER-COPY - RPC
The number of readers of a specific magazine divided by the number of
issues distributed.
READER TRAFFIC
The movement from page to page by readers of a publication.
READING DAYS
Any day that a primary, secondary or pass-along reader looks at a magazine
issue.
READING TIME
The amount of time the average reader spends each time they read an issue.
REBATE
1. Partial or total refund of an advertising payment because less space
was used than originally charged for.
2. Partial or total refund because of production error or circulation
lower than stated.
RECENCY
Scheduling ads to be read by as many people as possible immediately prior
to purchase decisions.
RECYCLED PAPER
Paper stock made wholly or partially from fibers recovered from other
paper.
REGIONAL EDITION
A geographical section of a national magazine's circulation which can
be purchased by an advertiser without his having to purchase the rest
of the magazine's circulation (as is required in a split-run).
REMOVALS
Names taken off a publication's mailing list.
RENEWAL
Extension of a subscription already received no later than six months
after expiration.
REPURPOSING
Taking material developed for print media and reconfiguring it to work
in electronic formats.
RESEARCH MANAGER
Oversees how marketing and advertising research studies can best enhance
a publication's sales.
RETAIL DISPLAY ALLOWANCE - RDA
The amount of money a publisher pays to get prominent placement in a retail
outlet.
RETURN ON INVESTMENT - ROI
The amount of sales generated versus the amount of advertisement dollars
spent.
REVENUE MODEL
See Business Model.
RIGHTS
A publication's ownership of a writer's work, specifically noted in terms
of frequency (how many times), location (where in the world), what media,
distribution manner (print, electronic) and length of time.
ROTO
High speed printing process which transfers image to paper with ink retained
in depressions in plate.
RUN
The total number of copies printed.
RUN OF PAPER OR RUN OF PRESS - ROP
Positioning an advertisement convenient for the publishing staff.
[S] [Return
to Top] SADDLE STITCHING
Binding a magazine through the center using wire staples which allows
the magazine to lie flat but poses restrictions on insert positioning.
SANS SERIF
In type design, the absence of lines and strokes at the ends of letters
or parts of letters. For example, Helvetica type.
SCALABILITY
The ability and flexibility of a system to seamlessly adapt to new circumstances
(for instance, increased web site traffic driven by an effective marketing
campaign). SCREEN
Printing term for photograph.
SECONDARY AUDIENCE
A person who reads, but does not purchase, a publication, and must be
counted in the total number of readers for a publication. See pass-along
readers.
SECONDARY READER
Any reader of a publication purchased by another member of the household.
SECTION EDITOR
An editor specifically assigned to a major editorial department (such
as Features, News and Reviews).
SECTIONAL MAGAZINE
A publication which is distributed only to a specific regions in the country.
SELECTIVE BINDING
Creating special editions of a given magazine issue, consisting of fixed
content as well as varying signatures in order to target or appeal to
selected readers.
SELL-THROUGH
The number of copies of an issue of a magazine distributed to retail outlets
that are actually sold.
SEPARATION
See four-color printing.
SERIF
In type design, the lines and strokes at the ends of letters or parts
of letters. For example, Times Roman type. SEVEN SISTERS
A term to describe the seven well-established, mass-market women's service
magazines, one of which, McCall's, is now defunct. The others are Better
Homes and Gardens, Family Circle, Good Housekeeping, Ladies’ Home
Journal, Redbook, and Woman's Day.
SHEETFED PRINTING
Printing on sheets of paper precut to standard publication sizes.
SHELTER MAGAZINES
Magazines that offer editorial content focused on decorating, maintenance,
gardening, and food.
SHORT RATE
Adjustments to advertising costs if an advertiser used less space or time
in a set period than agreed upon. Short rates apply only when the rate
is not flat, but permits lower, discounted rates based on frequency or
total volume. SIDEBAR
A text that accompanies a feature story, usually framed at the side of
the page.
SIDE STITCHING
Magazine stitching where the pages are bound together by stapling the
bound ends of the sheets where they lie in the closed book form.
SIGNATURE
A printing term referring to a printed single sheet of paper, which
is then folded and cut to form pages.
SILICON ALLEY
New York City's new media industry involved in content development.
SILICON VALLEY
California's new media industry involved in technology development.
SILK SCREENING
Method of printing based on squeezing ink through a cloth screen.
SINGLE-COPY SALES
Copies of a magazine sold individually at newsstands and other retail
outlets.
SINGLE SOURCE DATA
Data of any kind gathered and reported by one firm.
SLANDER
Spoken words that misrepresent facts, causing damage to another person's
reputation. SLUG
The label given to stories when filed.
SOFT OFFER
A magazine subscription which is honored by the publisher with no money
paid in advance. See hard offer.
SPINE
The backbone of a book or magazine with a title printed on it.
SPLIT RUN
Placing different versions of one company's advertisement in an issue
to gauge the effectiveness of each ad.
SPOILAGE
Paper consumed and discarded because of preventable errors at press time,
including makeready errors, press prob-lems and last-minute changes by
customers, as opposed to waste.
SPONSORED SITE
A web site paid for by an advertiser to some degree.
SPONSORED SUBSCRIPTIONS
Subscriptions paid for in part by the publisher to assist not-for-profit
organizations, including schools, churches and other charitable or fraternal
organizations.
SPREAD
A single advertisement printed over two facing pages. SQUIB
A short editorial item.
STAFF EDITOR
Editor subordinate to the Associate Editor.
STANDARD INDUSTRIAL CLASSIFICATION - SIC
The Bureau of the Budget's numerical coding system that classifies business
establishments (at that location) according to the service performed,
or the principal end product manufactured.
STANDARD RATE AND DATA SERVICE, INC.
A comprehensive monthly source of information relating to magazine advertising
for consumer and farm magazines. Information includes rates, discounts,
circulation, mechanical requirements and geographic editions.
STARCH RATING
Readership ratings for magazines and newspaper advertisements conducted
by Roper Starch Worldwide.
STATEMENT
A summary of circulation data made by a publication that has not been
audited.
STOCHASTIC SCREENING
A method turning images into very small halftone dots that are a uniform
size placed at varying distances from one another on films and plates.
STREAMING MEDIA
Any media other than text (sounds, animation and video) that is accessed
on the Internet and downloaded for viewing or listening. SUB-HEAD
A secondary headline used within an article to signify a change in subject
matter. Used to break up long articles.
SUBSCRIBER
Any person that pays for having a magazine delivered to them.
[T] [Return
to Top] TABLOID
A newspaper or business paper whose format is smaller than a regular newspaper.
TAG
A sentence at the end of an article that ties it all together or summarizes
the statement.
TEAR SHEETS
Pages on which an article or advertisement appears that can be used to
prove publication.
TECHNICAL EDITOR
Staff person who reports technical information applicable to the industry
or edits technical material submitted by industry members.
TEXT
See copy.
THERMAL PRINTERS
Printers that use a digitally driven heated print head and an inked transfer
sheet to place images on the page.
TIP-IN
A separate card, sheet, or sometimes an entire section or booklet that
is glued to an existing magazine signature so it can be easily removed. TK
Shorthand inserted into editorial text to indicate that more information,
such as a quote, is "to come." TOC
Shorthand for Table of Contents. TOP OF 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.
TRADE MAGAZINE or TRADE PUBLICATION
A magazine published specifically for an industry, business, service,
tech-nical, scientific, or trade audience. Also called "business to business"
or "spe-cialized business magazine." TRANNIES
Transparencies, i.e. color slides.
TYPOGRAPHY
The art and technology of creating magazines and other publications before
the computer revolution. TWEAK
To finesse or massage text or art.
[U] [Return
to Top] UNAIDED RECALL
The percentage or number of consumers surveyed who are able to name a
specific product or service among all products and services in that category.
UNPAID COPIES
1. A magazine's circulation sent free of charge.
2. A magazine's circulation distributed at a price inadequate to qualify
as "paid", as defined by the Audit Bureau of Circulations (ABC).
UNPAID DISTRIBUTION
Four categories of distribution averaged for a six-month period in an
Audit Bureau of Circulations (ABC) report (rotated or occasional, allocated
for shows and conventions, advertisers' and agencies' checking and promotional
copies and miscellaneous (including staff copies).
[V] [Return
to Top] VALUE PROPOSITION
The advantages a product or service may have that encourage a potential
customer to buy.
VIGNETTE
An illustration whose background gradually fades away to blend into the
paper substrate.
VOLATILE ORGANIC COMPOUND - VOC
An air pollutant possibly produced by the evaporation of the inks used
in printing production, including magazine printing.
VOLUMETRICS
The total product usage or spending by a demographic group on a specific
products or service.
[W] [Return
to Top] WASTE
Paper used during press makeready and a normal production cost component.
WASTE CIRCULATION
1. Product advertisement that reaches magazine readers who are not prospects.
2. Circulation in an area in which an advertiser's product is not represented.
Waterless printing (waterless offset) A variant of lithography that can
reproduce fine details and deliver exceptionally high color quality.
WEB-FED PRINTING
Printing on a continuous roll (web) of paper that allows a more cost-efficient
way to produce magazines in comparison to sheetfed printing methods.
WEB PRESS
A press which is fed by rolls of paper instead of individual paper sheets. WELL
The main section of a magazine where the feature articles are published.
It's usually located in the middle surrounded by columns and departments. WHITE MAIL
Subscription inquires not traceable to a direct mail or advertisement
source.
WHOLESALER
Person or company who compiles a list of the region's retail outlets and
orders the correct number of magazine copies for display. WIDOW
The last word of a paragraph that jumps to a new line, making it the only
word on that line, or the last line of a paragraph carried over to the
next page. Because this is difficult to read, copy is usually rewritten
to avoid widows.
WOMEN'S SERVICE MAGAZINES
Magazines whose editorial content appeals directly to helping women become
better cooks, housekeepers, wives and mothers. WORK-FOR-HIRE
A term used in freelance contracts that gives complete ownership of a
writer's work to the publisher, including copyright. It’s likened
to being a full-time-hire, but without the benefits of health insurance,
pension plan and other benefits.
[Y] [Return
to Top] YINE
Independently produced literary magazines with small circulation that
became popular with the advent of desktop publishing.
[Z] [Return
to Top] ZINE
A magazine that is available on the Internet.
|
