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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.

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.

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.

Print Media

Column Inch

A unit of newspaper space one column wide and one inch deep (14 agate lines).

Print Media

Direct Mail Advertising

Any printed material sent through the mail directly to prospective customers.

Print Media

Double Truck

A newspaper ad unit that uses two facing full pages, including the gutter or fold.

Print Media

Gutter

The blank space between margins of facing pages of a publication.

Print Media

Insertion Order

Written instructions from the advertiser or agency authorizing a publication to run a specific advertisement in a specific issue. Also specifies cost per ad and size of ad, as well as any request for special position in the publication.

Print Media

Island Position

A print advertisement surrounded completely by editorial.

Print Media

Line Rate

The cost per agate line for newspapers.

Print Media

Magazine Supplement

The magazine section of a Sunday newspaper produced either locally or nationally.

Print Media

Net Paid Circulation

A term used by ABC for the circulation of a publication for which at least 50% of the subscription or newsstand price has been paid.

Print Media

Pass-along Audience

Readers of magazines or newspapers who did not purchase the publication. Also called Secondary Audience.

Print Media

PBW, P4C

Abbreviations for Page Black & White and Page Four Color.

Print Media

Publisher’s Statement

A notarized statement from the publisher of total circulation, geographic distribution, method of getting subscriptions, etc.

Print Media

Publishers Information Bureau (PIB)

A syndicated source of monthly reports on advertising activity in major consumer magazines, reported by product or service category.

Print Media

Readers Per Copy

Average number of readers for one copy of a newspaper or magazine.

Print Media

Regional Edition

An edition of a national publication’s circulation that falls in a certain geographic area for which advertising may be purchased separately, usually at a cost premium.

Print Media

Remnant Space

Magazine space sold at reduced prices at the last minute when another advertiser’s materials do not arrive or to fill out regional editions.