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alternative press newspapers
Newspapers geared toward a young, entertainment-oriented audience.
average quarter-hour persons
The average number of listeners tuned to a radio station during a specified 15-minute
segment of a daypart.
average quarter-hour rating
The radio audience during a quarter-hour daypart expressed as a percentage of the
population of the measurement area.
average quarter-hour share
The percentage of the total radio audience that was listening to a radio station during
a specified quarter-hour daypart.
barter syndication
A form of television syndication that takes both off-network and first-run syndication
shows and offers them free or at a reduced rate to local television stations, with some
national advertising presold within the programs.
bleed page
A magazine page on which the background color of an ad runs to the edge of the
page, replacing the standard white border.
business newspapers
Newspapers like the Financial Times, which serve a specialized business audience.
cable television
A type of television that transmits a wide range of programming to subscribers
through wires rather than over airwaves.
channel grazing
Using a television remote control to monitor programming on other channels while
an advertisement is being broadcast.
circulation
The number of newspapers distributed each day (for daily newspapers) or each week
(for weekly publications).
classified advertising
Newspaper advertising that appears as all-copy messages under categories such as
sporting goods, employment, and automobiles.
closing date
The date when production-ready advertising materials must be delivered to a
publisher for an ad to make a newspaper or magazine issue.
column inch
A unit of advertising space in a newspaper, equal to one inch deep by one column
wide.
controlled circulation
The number of copies of a newspaper that are given away free.
co-op advertising
See cooperative advertising.
cover date
The date of publication appearing on a magazine.
cume
The cumulative radio audience, which is the total number of different people who
listen to a station for at least five minutes in a quarter-hour period within a specified
daypart.
dayparts
Segments of time during a television broadcast day.
direct broadcast by satellite (DBS)
A program delivery system whereby television (and radio) programs are sent directly
from a satellite to homes equipped with small receiving dishes.
display advertising
A newspaper ad that includes the standard components of a print ad-headline, body
copy, and often an illustration-to set it off from the news content of the paper.
double-page spreads
Advertisements that bridge two facing pages.
ethnic newspapers
Newspapers that target a specific ethnic group.
first cover page
The front cover of a magazine.
first-run syndication
Television programs developed specifically for sale to individual stations.
fourth cover page
The back cover of a magazine.
free-standing insert (FSI)
A newspaper insert ad that contains cents-off coupons for a variety of products and is
typically delivered with Sunday newspapers.
full position
A basis of buying newspaper ad space, in which the ad is placed near the top of a
page or in the middle of editorial material.
gatefold ads
Advertisements that fold out of a magazine to display an extra-wide ad.
gay and lesbian newspapers
Newspapers targeting a gay and lesbian readership.
general-population newspapers
Newspapers that serve local communities and report news of interest to the local
population.
guaranteed circulation
A stated minimum number of copies of a particular issue of a magazine that will be
delivered to readers.
high-definition television (HDTV)
Television that displays picture and produces sound from a satellite that sends a
digital signal.
households using television (HUT)
A measure of the number of households tuned to a television program during a
particular time period.
local spot radio advertising
Radio advertising placed directly with individual stations rather than with a network
or syndicate.
local television
Television programming other than the network broadcast that independent stations
and network affiliates offer local audiences.
narrowcasting
The development and delivery of specialized television programming to well-defined
audiences.
national spot radio advertising
Radio advertising placed in nationally syndicated radio programming.
network radio advertising
Radio advertising placed within national network programs.
network television
A type of television that broadcasts programming over airwaves to affiliate stations
across the United States under a contract agreement.
off-network syndication
Television programs that were previously run in network prime time.
on-sale date
The date on which a magazine is issued to subscribers and for newsstand distribution.
paid circulation
The number of copies of a newspaper sold through subscriptions and newsstand
distribution.
participation
A way of buying television advertising time in which several different advertisers
buy commercial time during a specific television program.
pass-along readership
An additional number of people, other than the original readers, who may see a
magazine.
portal
A starting point for Web access and search.
preferred position
A basis of buying newspaper ad space, in which the ad is placed in a specific section
of the paper.
preprinted insert
An advertisement delivered to a newspaper fully printed and ready for insertion into
the newspaper.
program rating
The percentage of television households that are in a market and are tuned to a
specific program during a specific time period.
radio networks
A type of radio that delivers programming via satellite to affiliate stations across the
United States.
radio syndication
A type of radio that provides complete programs to stations on a contract basis.
rate card
A form given to advertisers by a newspaper and containing information on costs,
closing times, specifications for submitting an ad, and special pages or features
available in the newspaper.
ratings point
A measure indicating that 1 percent of all the television households in an area were
tuned to the program measured.
readership
A measure of a newspaper's circulation multiplied by the number of readers of a
copy.
run-of-paper or run-of-press (ROP)
A basis of buying newspaper or magazine ad space, in which an ad may appear
anywhere, on any page in the paper or magazine.
satellite and closed-circuit
A method of transmitting programming to highly segmented audiences.
second cover page
The inside front cover of a magazine.
share of audience
A measure of the proportion of households that are using television during a specific
time period and are tuned to a particular program.
space contract
A contract that establishes a rate for all advertising placed in a magazine by an
advertiser over a specified period.
space order
A commitment by an advertiser to advertising space in a particular issue of a
magazine. Also called an insertion order.
sponsorship
A way of buying television advertising time in which an advertiser agrees to pay for
the production of a television program and for most (and often all) of the advertising
that appears in the program.
spot advertising
A way of buying television advertising time in which airtime is purchased through
local television stations.
standard advertising unit (SAU)
One of 57 defined sizes of newspaper advertisements.
television households
An estimate of the number of households that are in a market and own a television.
third cover page
The inside back cover of a magazine.
V-chip
A device that can block television programming based on the recently developed
program rating system.
zapping
The process of eliminating advertisements altogether from videotaped programs.
zipping
The process of fast-forwarding through advertisements contained in videotaped
programs.