Glossary CNBAM Advertising Terms and Definitions Advertising Checking Bureau – an organization that verifies for their clients that ads actually ran in publications. Audience – persons exposed to a commercial, program or article. Average Frequency – the number of times the average person in the audience is exposed to an advertising message. It can be applied to print or broadcast. Bitmap – image content made up of pixels that contain information for position, size, angular position, color and can be individually addressed. Bleed- an extra amount of printed image that extends beyond the trim edge of the sheet or page. Blind Ads – a classified ad that doesn’t reveal who the advertiser is, but refers response to a particular box number, often at the newspaper. A confidential matter. Broadsheet – a “standard” or large-size paper. The measurements of broadsheet newspapers vary, but a page 6 columns wide and 21” deep is fairly standard. Circulation – the total number of a publication’s paid or nonpaid copies or both. CMYK- standardized base colors for four-color printing. Cyan (C), magenta (M), yellow (Y), and black (K). K stands for the “key” color since black is often used as a reference for adjusting the other three colors to ensure correct registration or overprinting. Column Inch – area that is one column wide by 1 inch deep. Copy – all elements to be printed in ad: art, type, photos.
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Glossary CNBAM Cost Per Thousand (CPM) – used in comparing or evaluating the cost efficiency of publications or broadcast schedules. For publications, it is determined by dividing the rate or specific advertisement cost by the circulation or number of readers. For broadcast media, it is determined by dividing the commercial rate of homes or people tuned in. In determining the CPM of homes and people reached, average audience is used. Simply, the advertising cost to reach 1,000 units of audience. Demographics – characteristics of a population group such as age, gender, or income. Double-truck – two facing pages used for a single, unbroken advertisement. Also called a two-page spread and usually incorporating the gutter. Dummy – a preliminary layout showing the position of illustrations and text as they are to appear in the final reproduction. EPS (Encapsulated PostScript) - a type of computer file format. An EPS file consists of a main file with a low-resolution preview image plus individual files containing fine, or high-resolution data. Folio – the area on a page of the newspaper that includes the date and page number. This is used on tearsheets for proof of publication day and location. Frequency – the average number of times an audience member is exposed to a medium. Gutter – space between two pages facing each other on the center spread. Halftone – the reproduction of a photograph which breaks the photograph into patterns of dots in direct relation to the areas of light and dark of an original photo. House Ad – an advertisement placed in the newspaper by the newspaper, used for promoting a feature or service being offered. JPEG (Joint Photographic Experts Group) – a data-format and filecompression algorithm for color images. Often used in digital cameras. Offers advantages for Internet applications due to the relatively small amounts of data involved.
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Glossary CNBAM Legal – an ad that is required by law to be published, giving public notice of action in a court or by a government. Lineage – the total amount of space taken up by advertising, expressed in agate lines or column inches. It can refer to a single ad, total ad space for a page, an entire paper, or the total amount over a given period of time. Local Advertising – advertising placed by a local business that often receives a lower advertising rate than national advertisers. Log Book – an organizational system with blank forms for the sales representative to complete in order to keep track of calls, ads running, payments, etc. Make Good – an advertisement, run at no charge, to replace a paid advertisement that was not run properly. Masthead – a special logo type used by newspapers and other publications as a means of identification. It is the top part of the front page that looks the same every day. Newsprint – the uncoated, machine-finished paper on which newspapers are printed. PDF (Portable Document Format) – part of the Adobe Acrobat data format that enables a platform-and program-independent exchange of documents. Pick-up – taking an ad from a previous edition and running it again. Preprint -- advertising material that is printed, usually in mass quantities, in some other location, then shipped to the newspaper for insertion on a given day. Also called inserts. Process Color/Full Color – cyan, yellow, magenta, and black (CMYK). The colors needed to achieve full color. Proof – first reproduction of the ad as it will appear in the paper. Used for checking accuracy. Reach – the number of different persons or homes exposed to a specific media vehicle. Usually measured over a specific period of time.
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Glossary CNBAM Readership – the number of readers attributed to actually reading a newspaper. Readership generally refers to total readers of a newspaper that includes primary readers and pass-along or secondary readers. Retail Advertising – advertising that contains the logo of a company that sells directly to the public. Reverse – white letters in a gray, black or color area. ROP – abbreviation for “run of press” or “run of paper”. Advertising printed during the live press run. SAU (Standard Advertising Unit) – a series of standard ad size formats that is accepted by many newspapers. Created to make it easier for a large advertiser to place the same ad in many different newspapers without adjusting the ad to different column specifications. Screen – exposure of black area of art through a contact screen to form dot patterns that make various shades of gray. Short Rate – to charge an advertiser the difference he/she owes for not completing a discounted contract. Sig Line – the information in an ad, usually at the bottom, that includes the business name/logo, address, store hours, phone number, credit cards, etc. Sig Page – an advertisement sponsored by a group of businesses, each of which usually gets its name or logo listed at the bottom of the page. Spec Ad – a preliminary layout showing the position of illustrations and text of an ad the sales person is trying to sell. It is an ad designed prior to being sold, with the intention that the basic look of the ad will help sell it to the account. The design work is speculative. Spot color – the process in which colors are used individually. Spot color is used to highlight information in an ad. SRDS (Standard Rate and Data Service) – provides a comprehensive listing of rates and mechanical information on newspapers across the United States. It is used by ad agencies and newspaper clients for purchasing and budgeting purposes.
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Glossary CNBAM TMC (Total Market Coverage) - 100% household coverage within a given area. Tabloid – a newspaper about half the size of a broadsheet. A fairly typical tabloid is 10 inches wide and 13 inches deep. Target Audience – the intended recipients of the advertisement usually defined in terms of demographics, psychographics, or geographics. Tearsheets – the page of the newspaper on which an ad or an article appeared. Torn from the entire paper and sent to the advertiser as proof of publication. The whole sheet is pulled out so that the folio can be seen to prove what day and page number the ad ran on. White Space – the area left open in an ad that is not printed over with type and/or art.
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