Print Media Glossary
Examples of print media include books, business cards, brochures, coupons, ads in magazines or newspapers, ads on billboards, postcards and even product packaging.
Print Media
Advertising Checking Bureau (ACB)
A company which provides advertisers and agencies with newspaper tear sheets of ads which have run.
Out of Home (OOH)
Bulletin
The largest standardized OOH format; typically measuring 14’ x 48’ in overall size. Sold either as permanent displays or in rotary packages.
Out of Home (OOH)
Bus Shelter
A curbside structure located at regular stopping points along urban bus routes.
Out of Home (OOH)
Campaign
The interval of time when an OOH advertising campaign is run.
Out of Home (OOH)
Cancellation Period
A specified period of time when a contract can be terminated.
Out of Home (OOH)
CBSA (Core Based Statistical Area)
Defined by the United States Office of Management and Budget, a metropolitan area within a larger markets (e.g. DMA) containing a substantial population nucleus, together with adjacent communities having a high degree of economic and social integration with that core. CBSA’s are a standard geography for buying and selling media.
Out of Home (OOH)
Charting
The process of selecting and scheduling individual unit locations to maximize OOH advertising objectives.
Print Media
Checkerboard
Magazine advertising that uses diagonal quarter or half page ads alternating with editorial.
Print Media
Checking Copy
A copy of a publication sent to the advertiser and the agency as proof the ad ran as ordered.
Print Media
Circulation
The total number of distributed copies of a publication at a specified time. Also, in broadcast, the total number of households within the station’s coverage area. In outdoor, the number of people passing the billboards who have an opportunity to see the advertising.
Out of Home (OOH)
Circulation
A measurement of traffic volume in a market. Circulation only estimates the number of people with an opportunity to see an out of home display and, therefore, is no longer a credible measure of an OOH audience and is out of step with other media metrics.
Print Media
Closing Date
The date by which all advertising must be ordered from the specific media vehicle in order to secure the dates/times/positions requested.
Out of Home (OOH)
Co-op
The sharing of advertising costs between a manufacturer and distributor or dealer.
Print Media
Column Inch
A unit of newspaper space one column wide and one inch deep (14 agate lines).
Out of Home (OOH)
Commercial Audience
Audience estimates of people exposed to actual advertising. TAB OOH Ratings are the first media measurement system providing true commercial audiences of OOH advertising rather than audiences that are merely exposed to editorial content (e.g. read a magazine, read a newspaper or tuned to a TV program, etc.)
Out of Home (OOH)
Continuity
The elimination of gaps in a media schedule by maximizing the duration of a campaign, ideally 52 weeks.
Out of Home (OOH)
Copy Area
The viewing area on an OOH unit.
Out of Home (OOH)
Count Station
A section of road with a specific traffic pattern. Count stations contain traffic estimates and the demographic composition of that traffic.
Out of Home (OOH)
Coverage
1. Based on the defined geographic parameters of a market, expressed as DMAs, CBSAs, groups of counties, or individual counties, also known as coverage area. 2. Coverage can also be the percent of the population within any of these geographic areas that can be reached by the total inventory of a media operator.
Out of Home (OOH)
CPM – Cost Per Thousand
The cost of delivering 1,000 impressions from individuals who notice the advertising on displays in a market.
Out of Home (OOH)
CPP – Cost per Ratings Point
The cost of advertising exposure opportunities that equals one rating point in any geographically defined market.