GLOSSARY OF TERMSClick here to download this as a PDF Additional Market Coverage (AMC): An option for delivering preprinted inserts; see "Product Options" for more details. Advertorial:An ad that looks as if it is a news story. Also called Editorial Format. Camera Ready: Any ad element, or complete ad, that is sent to the newspaper ready to scan and use. Column Inch: Area that is one column wide by 1 inch deep. CMYK: One of two color formatting options for ads ? cyan, magenta, yellow and black. All of our ads print in CMYK format. Complete Package Insert (CPI): Any newspaper insert that we design, print and insert for delivery. Cost Per Thousand (CPM): Simply stated, it is the advertising cost to reach 1,000 units of an audience used in comparing or evaluating the cost efficiency of publi-cations or broadcast schedules. For publications, it is determined by dividing the rate of specific advertising cost by the circulation or number of readers. For broadcast media, it is determined by dividing the commercial rate by number of homes or people tuned in. In deter-mining the CPM of homes and people reached, average audience is used. Double Truck: Two facing pages used for a single, unbroken advertisement. It is also called a 2-page spread and usually incorporates the gutter. DPI: Dots per inch. Four Color: Also called full color. Full range of colors obtained by printing cyan, magenta, yellow and black. Frequency: The average number of times an audience member is exposed to a medium. Usually referred to as average frequency. Full Run: The entire run (distribution) of the paper. Gatefold: A folded advertising page which, when unfolded, is bigger in dimension than the regular page. Guaranteed Position: An advertiser may request a specific section and specific page to place an ad and, with a reservation fee (that is refunded if the request cannot be honored) can "guarantee" that position. Gutter: The inside margins of facing pages. M.S.A.: Metropolitan Statistical Area. Native Format: Any format other than a PDF; for example ? Quark document, InDesign document, eps or jpeg (Adobe Photoshop or Illustrator file). Any file that can be manipulated, as opposed to a PDF, which cannot be manipulated. Part Run: Part of the entire distribution of the paper (may incorporate specific zip codes, regions, or delivery routes). Portable Document Format (PDF): PDF is a universal file format that preserves fonts, images, graphics and layout of any source document, regardless of the application and platform used to create it. PIP: Printed in plant. POP: Printed out of plant. Proof: The first reproduction of the ad as it will appear in the newspaper, often used to check for accuracy. Reach: The number of different persons or homes exposed at least once to a specific media vehicle or schedule. Usually measured over a period of time. Reverse: White letters in a gray, black or color area. RGB: One of two color formatting options for ads ? red, green, blue. Ads in RGB must be converted to CMYK for print. ROP: Run of Press ? Denotes advertising that appears within the newspaper itself (as opposed to inserts). Usually refers to retail (non-classified) advertising. SAU: A system of measuring ad size that converts classified liner and display sizes into a unit similar to retail ads. Scotch Double Truck: A double truck ad that doesn?t span completely across two facing pages. The gutter is still incorporated, but at least one column of news borders both sides of the ad. Spadea: A single page folded vertically around the spine of a section (always the Comics for The Roanoke Times) covering part of the front and back pages. Spec Ad: A preliminary layout showing the position of illustrations and text of a proposed ad. Tabloid: A newspaper about half the size of a standard or broadsheet section. It measures 5 columns wide by 11.5 inch deep. Tear Sheet: A full-size page from the newspaper that shows ads and the surrounding news. Total Market Coverage (TMC): An option for delivering preprinted inserts; see "Product Options" for more details. White Space: The area left open in an ad that is not printed over with type or art. Zoned Editions: Editions of the paper that are zoned to a specific region or area. The New River Current and Neighbors editions are both zoned. |
