What is it called when magazines are mailed for free to individuals with an expectation that they would exert an influence on the purchase of advertised products?

The combination of media types that work together to most effectively deliver an advertiser's message.

Color, type, or visuals that run all the way to the edge of a printed page.

Advertising space on the front inside, back inside, or back cover pages of a publication that is usually sold at a premium price.

A large magazine advertisement (60 percent of the page) placed in the middle of a page and surrounded by editorial matter.

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.

An ad or brochure that the advertiser prints and ships to the publisher for insertion into a magazine or newspaper.

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.

Information- or entertainment-oriented periodicals directed toward people who buy products for their own consumption.

Magazines directed to farmers and their families or to companies that manufacture or sell agricultural equipment, supplies, and services.

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.

Most major U.S. cities have one of these publications. Typical readership is upscale, professional people interested in local, arts, fashion, and business.

Magazines targeted to a specific area of the country, such as the West or the South.

Magazines that are distributed throughout a country.

With magazines, the circulation figure on which the publisher bases its rates.

The number of copies of a magazine that the publisher expects to sell. If this figure is not reached, the publisher must give a refund to advertisers.

Thorough analysis of circulation procedures, distribution outlets, and other distribution factors by a company such as the Audit Bureau of Circulations (ABC).

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.

The number of people who receive a publication, whether through direct purchase or subscription.

secondary (pass-along) readership

The number of people who read a publication in addition to the primary purchasers.

Business publications aimed at people in a specific industry; for example, Nation's Restaurant News.

Business publications targeted at people with particular job functions that cut across industry lines, such as HR Magazine.

The total number of copies of an average issue of a newspaper or magazine that are distributed through subscriptions and newsstands sales.

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.

The date printed on the cover of a publication.

The date a magazine is actually issued.

A publication's final deadline for supplying printing material for an advertisement.

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.

Advertisers earn this discount by running advertising repeatedly in a specific time period.

Discounts given to advertisers for purchasing print space or broadcast time in bulk quantities.

Special editions of magazines that are distributed in specific geographic areas.

Special editions of magazines that are distributed to readers who shares a demographic trait, such as age, income level, or professional status.

Often called dailies, these newspapers are published at least five times a week, in either morning or evening editions.

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.

The standard newspaper size measures approximately 22 inches deep and 13 inches wide and is divided into six columns.

A newspaper generally about half the size of standard-size newspaper; it is usually about 14 inches deep and 11 inches wide.

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.

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.

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.

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.

Type of newspaper advertising that includes copy, illustrations or photographs, headlines, coupons, and other visual components.

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.

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.

Newspaper, magazine, 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.

Ads that run in the classified section of the newspaper but have larger-size type, photos, art, borders, and abundant white space, and sometimes color.

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.

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 taller section of the paper.

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.

A newspaper advertising rate that is higher, attributed to the added costs of service national advertisers.

A standard newspaper advertising rate with no discount for large or repeated space buys.

The highest rate for a one-time insertion into a newspaper.

Special rates for newspaper advertising usually offered to local advertisers who sign an annual contract for frequent or bulk-space purchases. 

Newspapers offer advertisers decreasing rates (calculated by multiplying the number of inches by the cost per inch) as they use more inches.

In newspapers, advertisers earn this discount by running an ad repeatedly in a specific time period.

Discounts applied retroactively as the volume of advertising increase throughout the year.

The rate charged to advertisers who, during the year, fail to fulfill the amount of space for which they have contracted. This is computed by determining the difference between the standard rate rot the lines run and the discount rate contracted.

Special newspaper advertising rates offered for placing a given ad (1) morning and evening editions of the same newspaper; (2) two or more newspapers owned by the same publisher; tow or more newspapers affiliated in a syndicate or newspaper group.

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 desires—in other woods, where space permits. Most newspapers make an effort to place an ad in the position requested by the advertiser.

A choice position for a newspaper or magazine ad for which a higher rate is charged.

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.

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 six, but different contest, in the same or different press runs on the same day.

Newspaper Association of America (NAA)

The promotional arm of the American Newspaper Publisher's Association and the nation's newspaper industry.

A form submitted to a newspaper or magazine when an advertiser wants to run an advertisement. This form states the date(s) on which the ad is to run, its size, the requesting position, and the rate.

A copy of the completed advertisement that is used to check for final errors and corrections.

The printed ad cut out and sent by the publisher to the advertiser as a proof of the ad's print quality and that is was published.

Listings, often in booklet form, that serve as locators, buying guides, and mailing lists.

What do magazine advertisers use to reach their target audience?

What does the standard format of a magazine rate card help advertisers determine?

What is it called when a magazine is provided at no cost to readers who meet some specific set of advertiser attractive criteria?

What type of advertising refers to all forms of advertising sent directly to prospects through a government private or electronic mail delivery service?