All about the MEDIA!



  • the promotion of a product or service at a price

Advertising manager

  • the person who oversees the sales representatives who sell space to advertisers, and ensures that ads are in the appropriate section


  • an advertisement section in a magazine that looks like an article or a feature


  • a style of journalism in which a reporter takes sides in controversial issues and develops a point of view
  • a style of journalism which is opposite of mainstream journalism, in which reporters are expected to be objective


  • particular emphasis of a media presentation, sometimes called a slant


  • credit given to who said what or the source of facts


  • video images shot specifically to be used over a reporter’s words to illustrate the news event or story, to cover up audio edits of quotes (to avoid the jerking head effect), or to cover up bad shots (out of focus, poorly lighted, etc.)


  • information that is not intended for publication


  • a position that is partial or slanted

Broadcast feature

  • longer than usual broadcast news story that gives reporters 5-25 minutes (compared to usual 30-60 seconds) to develop a deeper look at a news event, trend, or individual
  • the broadcast equivalent of a newspaper feature story; also known as “television magazine piece” or radio feature


  • the name of the reporter

Canadian press

  • National news agency set up by the daily newspapers of Canada to exchange news among themselves and with international news agencies


  • copy which accompanies a photograph or graphic

Classified ads

  • categories of products or services
  • short, direct text ads which clearly indicate WHAT is being advertised, the PRICE, WHERE, and HOW the advertiser can be contacted


  • an article in which a writer or columnist gives an opinion on a topic


  • an advertisement that is presented on television, radio, or film

Conflict of interest

  • the conflict that is created when a writer allows personal interests (friendship, family, business connections, etc.) to influence the outcome of the story


  • the words of an article, news story, or book
  • any broadcast writing, including commercials
  • any written material intended for publication, including advertising


  • the person who “proofreads” copy as it comes in, checking for spelling, punctuation, accuracy of style, and clarity


  • believability of a writer or publication

Date line

  • the place the story was filed


  • a smaller headline which comes between the headline and the story

Display ads

  • ads that include a visual image to advertise a product or service


  • the person who “edits” a story by revising and polishing
  • the person whose job is to approve copy when it comes in and to make decisions about what is published in a newspaper or magazine


  • an article expressing a newspaper or magazine owner’s or editor’s position on an issue

Facts sheet

  • a page of significant information prepared by Public Relations people to help news media in covering a special event

Feature article

  • the main article on the front page of a newspaper, or the cover story in a magazine

Five Ws and H

  • the primary questions a news story answers –Who? What? When? Where? Why? How?


  • people who determine what will be printed, broadcast, produced, or consumed in the mass media


  • language that is unnecessarily complicated, unclear, wordy, or includes jargon


  • narrow margin of white space in the center area in a magazine, newspaper, or book, where two pages meet

Hard news stories

  • factual accounts of important events, usually appearing first in a newspaper


  • the “title” of a newspaper or magazine story

Human interest story

  • a story that focuses on the human side of news and often appeals to the readers’ emotion

Inverted pyramid

  • the structure of a news story which places the important facts at the beginning and less important facts and details at the end, enabling the editor to cut bottom portion of the story if space is required

Investigative journalism

  • a story that requires a great amount of research and hard work to come up with facts that might be hidden, buried, or obscured by people who have a vested interest in keeping those facts from being published


  • any overly obscure, technical, or bureaucratic words that would not be used in everyday language


  • a type of jargon used by newspaper writers
  • language used by journalists that would never be used in everyday speech

Jump line

  • line of type at the bottom of a column which directs the reader to somewhere else in the paper where the story is completed, allowing more space for stories to begin on the front page


  • an ending that finishes a story with a climax, surprise, or punch line

Layout editor

  • the person who begins the layout plan, considering things like placement and amount of space allotted to news and advertising copy, graphics, photos, and symbols


  • the first sentence or first few sentences of a story


  • publishing in print (or other media) false information that identifies and deframes an individual

Managing editor

  • the person who co-ordinates all news departments by collecting all copy and ensuring that all instructions for printer or typist are clear and consistent
  • the person who meets and consults with the staff to make a plan


  • the “banner” across the front page which identifies the newspaper and the date of publication
  • the publication information on the editorial page

Media relations

  • a function of public relations that involves dealing with the communications media in seeking publicity for, or responding to media interest in, an organization


  • newsroom library

News angle

  • the aspect, twist, or detail of a feature story that pegs it to a news event or gives it news value for the reader

Newspaper styles

  • styles of various newspapers including dailies, tabloids, and weeklies


  • language that distorts, confuses, or hides reality

Off the record

  • something a source does not want repeated in a news story

Op-ed page

  • a page in a newspaper that is opposite the editorial page, and contains columns, articles, letters for readers, and other items expressing opinions


  • a completed television news story on tape, which is edited before a news show goes on air and contains reporter’s stand-ups, narration over images, and an out-cue for the anchor to start speaking at the end of the tape


  • an indirect quote or summary of the words the news maker said


  • still images which communicate the photojournalist’s angle or perceived reality


  • short for pictures


  • using the work of another person (both written words and intellectual property) and calling that work your own

Public affairs

  • various activities and communications that organizations undertake to monitor, evaluate, influence, and adjust to the attitudes, opinions, and behaviours of groups or individuals who constitute their publics


  • the people who gather facts for the stories they are assigned to write


  • lines used to separate one story from another on a newspaper page


  • shaded areas of copy in a newspaper


  • a column of copy and/or graphics which appears on the page of a magazine or newspaper to communicate information about the story or contents of the paper


  • similar to libel, but spoken instead of published

Soft news

  • stories that are interesting but less important than hard news, focusing on people as well as facts and information and including interviews, reviews, articles, and editorials

Sound bite

  • the videotaped quote in television news


  • a person who talks to a reporter on the record, for attribution in a news story


  • hidden slant of a press source, which usually casts the client in a positive light


  • a reporter’s appearance in a TV news story
  • usually a head and shoulders shot which features the reporter talking into a microphone at the scene of the news event, often used as a transition, or at the beginning or ending


  • conformity of language use by all writers in a publication (e.g., AP style is conformity to the rules of language according to the Associated Press)

Summary lead

  • the traditional journalism tool used to start off most hard news stories
  • the first few sentences of a news story which usually summarizes the event and answers the questions: Who? What? When? Where? Why? How?


  • a video effect that allows the television station to print and superimpose the name of a news source over his or her image when the source is shown talking in a news story


  • technically, a publication half the size of a standard newspaper page; but commonly, any newspaper that is splashy and heavily illustrated
  • a “supermarket” tabloid that stresses dramatic stories, often about sensational subjects

Target audience

  • a specific group of people that media producers or advertisers want to reach


  • a rhetorical device used in writing to move the story smoothly from one set of ideas to the next by finding a way to connect the ideas logically

Trend story

  • a feature story that focuses on the current fads, directions, tendencies, and inclinations of society

Video press release

  • a press release for television, prepared on tape, complete with images and sound which can be used by the news media without additional permission or editing


  • a writer’s development of distinctive characteristics and idiosyncrasies of language use that make his or her writing as easily recognizable as the inflections, tone, and pronunciation of speech that make a person’s vocalized speech pat terns distinctive

Wire services

  • services that provide news from around the world to publications that subscribe for a fee (e.g., Associated Press, Canadian Press, Reuters, and United Press International)
  • co-operatives that share news stories among members (e.g., Canadian Press)

World Wide Web

  • large directory of information on the Internet




ABC – abbreviation for Audit Bureau of Circulation, an organization that compiles statistics on circulation

acetate – clear plastic that words are photocopied onto. The words on acetate are then placed over original artwork that is unscanable

ad – advertisement

add – copy to be added to a story already written

advance – a preliminary story concerning a future event

advertising – commercial messages that announce merchandise or services for sale. The messages are printed in newspaper space paid for by the advertiser

ad flow – refers to the computer system that shuffles classified ads within their categories so that they fit best on a page

ad send – a computer system that receives camera-ready advertisements from businesses using a modem

agate – type 5 1/2 points in depth, the smallest ordinarily used in newspapers (72 points equal one inch). Usually used for sports statistics

air – white space on a printed page

a.m. – a morning paper

angle – the approach or perspective from which a news fact or event is viewed, or the emphasis chosen for a story. See slant.

AP – Associated Press – a cooperative, worldwide news-gathering service

Assignment – any news-gathering task given to a reporter



backgrounder – (1) a meeting with the press in which a source gives information not for publication (2) informative, factual story that relates the history or background of a current news event in order to aid audience understanding

balloon – a cartoon device, used in comic strips and occasionally in other ways, that show the words of a person coming directly from his mouth into the “balloon”

bank – (1) lower portion of a headline (2) computer file in which stories are kept before they are placed in their designated page form

banner – a headline stretching across the top of a page; also called a “streamer” or “banner line”

beat – a reporter’s regular assignment, such as city hall beat, police beat

binding – any further treatment of stock after printing; includes cutting, folding, trimming, gathering, stitching and gluing

bleed – an illustration filling one or more margins and running off the edge of the page or border; used frequently in magazines and advertisements

blind ad – a classified ad hat does not reveal the identity of the advertiser; responses are generally sent to a P.O. box

blind interview – an interview story in which the interviewed person is not disclosed; e.g., a “highly placed official,” a source close to the mayor,” etc.

blow up – (1) to play a story beyond its news value (2) to enlarge something (photo, art, copy, etc.)

body type – type used in stories, not in headlines; generally under 12-point size; opposite of display type

boil or “boil down” – an expression for condensing news copy

bold or boldface – heavy or dark-faced type. This is boldface.

border – boxes or frames around pictures, stories and advertisements. Borders are computer generated and are available in many different styles.

box – refers to type that is framed in a border to give it prominence. The box is sometimes “filled” with a shaded area.

break – (1) the point at which a story turns from one column to another or “jumps” to another page (2) the time when a story becomes available for publication. News is said to “break” when it happens

bulldog – the earliest edition of a newspaper, or one printed outside its regular schedule; e.g., a Sunday paper printed days ahead of its publication date

bullet – a large dot or other shape used as an attention-getter

bumped heads – similar headlines running side by side that create monotony and the tendency to read across.

byline – the author’s name carried at the top of a story



canned copy – term applied to publicity material sent by press agents

caption – headline or text accompanying a picture or illustration; also called a cutline

circulation – the total number of copies of a publication distributed to subscribers and vendors in one day

city editor – the editor in charge of the collection, writing and editing of local news

classified advertising – advertising arranged according to the product or service advertised, and usually restricted in size and format. The ads are “classified” into various categories such as help wanted, autos for sale, apartments for rent, etc.

clean copy – copy requiring few corrections

clean proof – a proof requiring few corrections

clip – abbreviation for a clipping from a newspaper or from the files of the newspaper’s library

color – “coloring a story” implies introducing an element of bias or editorial point of view. “Giving a story color” means brightening the story with human interest material.

column – (1) area on a news page usually 10 to 14 picas wide or 8 picas wide on a classified page (2) article appearing regularly, written by a writer or “columnist”

column inch – a unit of measurement one inch deep and one column wide

columnist – a writer using the same space daily, such as Ann Landers, in contrast to a reporter

compose – to type copy into a computer file

composition – the overall appearance of a newspaper page

condensed type – type with character that are narrower than those of standard width, permitting more characters per line

copy – (1) all written material (2) reproducing materials using a photocopier

copy desk – the desk where copy is edited, headlined and placed on the page it will appear in the newspaper

copy editor or copy reader – a person who corrects or edits copy written by reporters, checks stories for accuracy

copyediting or copyreading – correcting, improving and marking copy to be printed

copyright – legal protection of an author’s exclusive right to his or her work for a specified period of time

correspondent – a reporter assigned to cover work away from the home office in another city, state or country. A “string” correspondent is not a full-time employee of the newspaper, and is paid according to the quantity of copy accepted by the newspaper. See also stringer.

credit line – a photographer’s byline. The name of the person or organization responsible for making or distributing a photograph, usually appearing small type under the reproduced picture

crop – to change the composition of a picture by cutting part of it out. A picture may be cropped to remove undesired background, to create more impact or to adjust the photograph to available space on the printed page.

crusade – a newspaper campaign to bring about a desired reform or improvement

cub – a beginning reporter

cut – (1) noun – a drawing or illustration usually copied off of computer disk libraries (2) verb – to reduce the length of a story

cutline – the copy (usually only a few lines) that accompanies and gives necessary information about a picture or “cut”.



daily – refers to newspapers that print a new newspaper each day

dateline – line at the beginning of a story for out of town that indicates both the place and the date of origin of the story

deadline – the last moment to get copy in for an edition

deck – a “bank” or section of a headline

dingbat – typographic decorative device, such as a star or heart

display ad – advertising matter other than in-column classified ads. They usually have a border.

dog watch – the late shift on a morning paper, or the earliest shift on an afternoon paper.

dope – advance information, often based on gossip or rumor

downstyle – capitalizing only the first word and proper nouns in headlines

drop – (1) short for “drop head”, a headline accompanying a streamer and based on the same story. (2) a story that was planned to run and then didn’t

dummy – a diagram or layout of a newspaper page showing the position each story, picture, headline and advertisement is to have



ears – space at the top of the front page on each side of the newspaper’s name where weather news, index to pages or announcement of special features appears

edition – a press run of a newspaper. A daily generally has more than one edition a day – for example, “City Edition”, “Lakeshore Edition”, “Early Edition”, “Late Edition”

editorial – (1) an article that expresses the opinion of the newspaper’s editors and usually also reflects the opinion of the publisher or owner of the newspaper (2) the department of the newspaper where news is gathered, written, edited and readied for publication

editorial cartoon – cartoon that expresses an opinion about a news personality, issue or event

editorialize – to express an opinion in a news story or a headline. Editorializing in the news columns is not considered good journalism.

em – unit of measuring column widths. An em (for the letter M) is a square of any given size of type, and is most frequently used as the unit in measuring “pica” (the width of an em in 12-point type).

en – half of an em

exchanges – copies of newspapers received by a paper when it exchanges subscriptions with other papers. Some large newspapers have an exchange editor to scan these papers.

exclusive – a story printed by only one paper; a scoop

extended type – type with characters that are wider or have more space between them than those of standard width; fewer characters can be used in a line.

extra – an edition other than a regular one. Today it is published only when an event of transcending news importance warrants it.



face – the style of type

feature – (1) noun – any story that has human interest value, even though it is not news in the strict sense (2) verb – to give prominence to a story or to emphasize a particular angle of a story

file – to send news by wire; also used to designate one day’s output by a press association

filler – short informational stories or advertisements, usually timeless, used to fill small spaces where needed

first-day story – a story published for the first time and dealing with something that has just happened, as distinguished from a “follow-up” story

five Ws – who? what? when? where? why? – the questions usually answered in the lead of a news story

flag – the printed title (i.e., name and logo) of a newspaper at the top of the front page

flash – the first brief bulletin from a press association with information about an important news event

flop – to reverse art laterally

flush – even with the column margin. Type set “flush” has no indentation for paragraphs.

folio – newspaper name, date, and page number that appear at the top of each page

follow-up – story giving later developments of an event already reported

font – a complete assortment of type of a given design, style and size

four-color process – a printing process that reproduces a full range of colors by overprinting red, yellow, blue and black (The true colors are: magenta, yellow, cyan, and black)

fourth estate – traditional term for “the press” which originated in the 18th century English parliament



general assignment – a reporter who covers a variety of stories rather than a single “beat”

ghost – a “ghost writer” is someone who writes stories for another’s signature

glossy – a shiny-finished photographic print, generally easier to use than “matte-finished” prints

goodnight – a reporter is released from duty for the day when he or she gets a “goodnight” from the editor

graf – paragraph

graveyard shift – same as dog watch

gutter – the space or margin between facing pages



halftone – a special way of photographing a picture so that it appears to be composed of tiny dots

handout – a press release – prepared material given to news people in the hope that it will be printed without change or that it will be helpful in preparing news stories hard news – important news – straight news reporting without interpretation or background material

head/header – headline

headline – display type placed over a story summarizing the story for the reader; commonly thought of as the largest line of type across top of newspaper calling attention to the most important story of that edition.

hold – “hold for release” instruction to hold a story until the editor releases it for publication

hook – the stylistic device used by a reporter to draw a reader into the story

hot – a label given to an important story

human interest – emotional appeal in the news. A “human interest” story, as compared with a “straight news” story, bases its appeal more on the unusual than on consequence.



insert – a flyer or magazine that is inserted into the folded newspaper after it has been printed

inverted pyramid – the standard news story structure in which facts are arranged in descending order of importance

issue – all the copies which a newspaper publishes in one day



jump – (1) verb – to continue a story from one page to another (2) noun – the continued material

jumplines – the continuation instructions of a story that is jumped to another page (Continued on page 5; Continued from page 1)

justify – computers add spaces between words or individual letters of type so that lines of a column are flush left and flush right



kicker – small headline, often in italics and usually underlined, above and slightly to the left of the main head

kill – to eliminate all or part of a story



layout – (1) a sketch or drawing that indicates the arrangement of pictures and copy on a printed page. Used synonymously with “dummy” (2) a combination of stories, pictures, etc. about a single subject.

lc – lower case

lead (pronounced “led”) – the space between lines of type. This space is often altered so that stories form perfect boxes

lead (pronounced “lead”) – (1) the first few sentences or the first paragraph of a story (2) a tip that may lead to a story

letter to the editor – a letter in which a reader expresses his or her views in the newspaper; usually printed on the editorial page or the page opposite the editorial page

libel – publication of material that unjustly injures a person’s reputation

library – a newspaper’s collection of clippings, books, files, etc.

lineage – the amount of advertising printed in a specific period

line cut – a drawing or artwork that is in black and white without shadows or shades of gray. The opposite of a “halftone”

linotype – a computer printer that creates one line at a time

localize – to emphasize the local angle in an out-of-town story

logo – short for “logotype” – the specific design and way a title or company name is written. Artwork often accompanies the title

lower case – small letter, in contrast to capitals



make-over – rearrangement of stories on a page to provide for new copy or to change the position of stories.

mark up – (1) to put composition or editing instructions on copy or layouts

masthead – statement of ownership, place of publication, executive personnel and other information about the newspaper, generally placed on the editorial page

modem – a device that uses telephone lines to transmit data from one computer to another

monotype – a computer printer that creates one letter at a time.

more – the word placed at the bottom of a page of copy to indicate that the story doesn’t end there – more is coming

morgue – where old newspapers, clippings, cuts and pictures are stored



negative – an image that is opposite the way it will appear in the paper. Dark areas appear light and light areas appear dark

news hole – the amount of space left for news after advertisements have been arranged on the page

newsprint – a grade of paper made from recycled paper and wood pulp, used primarily for printing newspapers

news services – news-gathering agencies such as Associated Press, or United Press International that distribute news to subscribing newspapers



obit or obituary – a biography of a dead person. Sometimes “canned obits” are kept on file in the newspaper’s library to be used at the time of a prominent person’s death. offset press – a printing press in which the inked image is transferred from a plate to a rubber roller, which in turn puts the ink onto the paper.

off the record – information not for publication, or at least not attributed to the source if used as background

op-ed – page of comment facing (opposite) the editorial page. Some newspapers use this page for letters to the editor, articles by columnists, etc.

overline – the caption above a photograph


pad – to make a story longer by using more words than are necessary

page one – (1) noun – the first page of the newspaper (2) adjective – important, as in “page one news”

paste up – art and photos are occasionally “pasted up” on a page when they are not scanned into the computer

patent insides – name given to “ready-print” inside pages bought from syndicates by smaller papers. Also called boilerplate

Photofax – brand name for an Associated Press machine that electronically receives and prints photographs by wire from a national AP network

photoshop – a computer program for photographs. Photos are scanned into the computer where the image appears on the CRT. The image can then be cropped and the size altered to fit a desired space.

pi – disarranged type hopeless jumbled

pica – (1) 12-point type (2) unit of linear measurement equal to 1/6 of an inch (i.e., six picas equal one inch.)

pix – abbreviation for pictures

plate – a plate contains the image of one page and is installed onto the press

play – the emphasis given a piece of news. A story may be “played down” or “played up.”

p.m. – an afternoon paper

point – the unit of measurement in which type sizes are designated; approximately 1/72 of an inch

press conference – meeting called to give information to the news media

press release – specially prepared statement for the news media. See handout

proof – “proofreading” to look over items before they are printed and mark errors and changes for correction

proofreader – person who reads pages and marks errors for correction

public relations – the art or science of developing understanding and goodwill between a person, firm or institution and the public

publisher – the chief executive and often the owner of a newspaper or other publishing firm

puff – editorialized, complimentary statement in a news story

put to bed – printer’s term meaning all the pages of an edition are completed and the presses are ready to roll



quotes – quotation marks. A quote is a portion of a story that consists of direct quotations.


readertorial – a long letter to the editor that is written and produced as an editorial

review – a writer’s critical evaluation of an artistic event, such as a movie or play

rewrite – literally, to write again. On large newspaper, rewrite persons are assigned to such tasks as taking facts over the telephone from a leg man and writing the story, oiling down information received from news and publicity agencies, and revising a story to improve it.

run – (1) the territory assigned regularly to a reporter; a beat (2) a press run, an edition. A story is “run” when it is printed.

run-around – body of type to be set around an odd-shaped picture, as in a feature story or a magazine

running story – a story that develops over a period of several days or more and is reported from day to day

runover – part of a story that continues on a second page



sacred cow – a person, subject or institution given special favor or treatment in a newspaper

schedule – a news editor’s record of assignments. Also, the copy editor’s record of stories handled

scoop – an exclusive story or photograph; a beat

second-day story – a “follow-up” story giving new developments on one that has already appeared in the newspaper

second front page – the front page of a second section; also called the “split page”

sectional story – a major news story with different aspects, featured under two or more headlines

series – a group of related stories generally run on successive days

set – to type words into a computer file

sidebar – a secondary news story that supports or amplifies a major story

skyline – a banner head that runs above the nameplate

slant – an angle of a story. A story is “slanted” when a certain aspect is played up for policy or other reasons.

soft copy – copy seen on a computer screen

source – a supplier of information. A person, document, etc.

split page – usually the first page of the inside or second section of the newspaper carrying local or area news; the second front page

spot news – news obtained on the scene of an event, usually unexpectedly

spread – the display given to an important story; a double spread is one across facing pages

standing heads – headlines that do not change and are usually kept in a library file on a computer so they are ready for instant use

stet – “let it stand.” Proofreader’s notation instructing the printer to ignore a change marked on a proof; from the Latin “stetundum”.

story – the general term applied to any newspaper article written by a reporter

straight news – a plain account of news facts written in standard style and structure, without coloring or embellishments

streamer – a multi-column headline leading a page, but not necessarily across its full width. Synonymous with banner.

stringer – a correspondent for a newspaper or a news agency, usually part-time, who often covers a certain subject or geographic area. The person is usually paid according to the number or length of stories printed by the newspaper.

style book – a compilation of typographical and other rules formulated by a newspaper to make uniform its treatment of spelling, capitalization, abbreviations, punctuation, typography, etc. Most newspapers provide style books for their staffs’ use.

subhead – small, one-line headline inserted in the body of a story to break up the monotony of a solid column of small type

syndicate – an organization that buys and sells feature material of all kinds, such as comic strips, gossip columns, crossword puzzles, etc.



tabloid – a newspaper of small page size, usually 11 inches wide and 16 to 18 inches deep

take – a portion of copy in a running story sent down to the composing room in sections

tearsheet – a full page of the paper, including the folio, that has been clipped out sent to an advertiser as proof that his or her ad has appeared.

text – the verbatim report of a speech or public statement

tombstone – to place two or more headlines of similar size side by side. Eyes tend to read across from one head into the next.

typo – typographical error – a mechanical error in typing a story



uc or u.c. – uppercase, or capital, letters

uppercase – capital letters

up style – editing style calling for extensive use of capital letters; opposite of downstyle



widow – a single word or short line of type at the end of a paragraph, particularly at the top or bottom of a column or page

wire copy – editorial matter supplied by outside sources, especially that transmitted by telegraph or teletype from news services

wire service – a news collection and transmission service. News services include:

-PTI-Press Trust of India

-UNI-United News of India

-AFP – Agence France-Presse – world service based in France
-AP – Associated Press – world service based in the U.S.
-CNT-CPT – Canadian National and Canadian Pacific Telegraph, for transmission of correspondents’ stories
-CP – Canadian Press news service
-Reuters – world service based in the United Kingdom
-Tass – Soviet Union news service
-UPI – United Press International, world service based in the U.S.


yellow journalism – sensational journalism




ABC (Audit Bureau of Circulation). Organization supported jointly by publishers, advertising agencies and advertisers whose purpose is to verify the paid circulation statements of member publishers.

Broadsheet. Standard newspaper page size (approximately 15″x22″).

Center Spread. An advertisement appearing on the two facing center pages of a publication.

Circulation. The total number of distributed copies of a publication averaged over a number of issues.

Classified Advertising. Print advertising that is set in a small type size and arranged according to categories or interests.

Classified Display Advertising. Classified advertising of a larger size than other classified advertising, with borders, headlines, illustrations, etc.

Closing Date. The final deadline set by print media for advertising material to appear in a certain issue. Also referred to as “deadline.”

Column Inch. A newspaper measurement of the smallest possible ad space – one column wide by one inch long.

Daily Rate. The rate a newspaper charges for advertising Monday-Saturday as opposed to the rate charged for Sunday.

Display Advertising. Print advertising which includes a headline, copy and illustrative material. It can be distinguished from classified advertising which contains only copy.

Double Truck. Term for a print advertisement that uses two full pages side-by-side and crosses over the gutter of the spread..

Fractional Page. Advertising space that is less than a full page.

Insert. A printed piece delivered to consumers inside of a daily or weekly newspaper.

Local Rate. An advertising rate offered to local advertisers that is lower than the rate offered to national advertisers.

National Rate. A higher rate that newspapers charge national advertisers as distinguished from local rates charged to local advertisers.

Open Rate. The highest rate charged by a newspaper because of infrequency of advertising.

Paid Circulation. The number of print copies that are purchased by audience members.

Pass-Along Readers. Readers of a publication who did not purchase it. Also called “secondary readers.”

Position. An advertisement’s location on a page.

Pre-Print. Advertising material that is printed in advance of the regular press run, perhaps on another printing press with greater capability for color.

Publisher’s Statement. A notarized statement from the publisher of his total circulation, geographic distribution, methods of securing subscriptions, etc.

Rate Card. A publication’s printed listing of advertising costs, deadlines, mechanical specifications, circulation figures, etc.

Readership. Total average number of people who are exposed to a publication. Different from circulation figures.

Rebate. A payment that is returned by the media to an advertiser who has exceeded his contract minimum and earned a greater discount.

R.O.P. (Run of Paper). An advertisement that is positioned anywhere in a publication with no specific position defined. Also used to describe all non-classified advertising.

Shopper. A local, weekly newspaper usually delivered to homes free of charge.

Short Rate. An additional charge to an advertiser who fails to meet a contract minimum which results in a higher rate than originally contracted for.

Space Contract. A statement of intent to run a specified volume of space in a newspaper which indicates the applicable frequency or volume rate discount.

Sunday Supplement. A newspaper section in magazine format that is inserted into the newspaper but is not part of the newspaper itself.

Tabloid. A smaller than standard-sized newspaper or special newspaper section that is approximately half the size of a standard newspaper.

Tearsheets. Pages that are torn or cut from a publication to provide proof of insertion of an advertisement.


August 6, 2006 - Posted by | TIPS, TRICKS & TOOLS

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