Note: Please excuse references to TV and the United Snakes. However it is clear that they *did* invent the practice. Many entries are from http://www.carat-na.com/facts/dictionary/ 24-Sheet Poster - (Archaic) A 12' by 25' poster panel. A 24-sheet poster has the same structure size as a 30-sheet poster panel, but with less printed area. 30-Sheet Poster - A 10' by 22' poster panel. 8-Sheet Poster - A 5' by 11' poster panel, also known as a Junior Panel because it has the same proportions as, but is smaller than, a 30-sheet poster. :10 - A 10-second broadcast commercial. :120 - A two-minute commercial. :30 - A half-minute radio commercial. :60 - A one-minute commercial. :90 - A 90-second commercial. A Counties - see Nielsen County Size Groups. A.B.C. - see Audit Bureau of Circulations. A.B.P. - see Associated Business Publications. A/B Split - Running two versions of a magazine advertisement with each version distributed in every other copy of the magazine. With each version distributed in 50% of the circulation, the two versions combined account for 100% of the circulation. A/S - see Ad/Sales Ratio. AA - see Average Audience. AAAA - American Association of Advertising Agencies, commonly called the "4-A's." AAF - see Advertising Agency Federation. ABCD Counties - see Nielsen County Size Groups. AC - see Adult Contemporary. ACB - see Advertising Checking Bureau. ACORN - A geo-demographic clustering system. AD/SAT - The transmission of TV commercials by satellite. AD/edit ratio - The ratio of advertising to editorial pages in a print medium. E.g., 60/40 indicates 60 percent of all pages are advertising. ADI - (Area of Dominant Influence) - Arbitron Company's definition of a TV market. ADU - see Added Deficiency Unit. ADVERTISING MEDIA GLOSSARY ADVERTISING TERMINOLOGY AID Run - Acronym for Arbitron Information on Demand. Name changed - see Maximizer Run. AM (Amplitude Modulation) - The transmission of sound in radio broad-casting in which the amplitude (power) of a transmitting wave is modu-lated (changed) to simulate the original sound. AM Stereo - Transmission of sound in radio broadcasting in which the amplitude (power) of a transmitting wave is modulated (changed) to simulate sound using two or more channels to carry and reproduce the sound through separate speakers. ANA - Association of National Advertisers. A non-profit organization representing member national advertisers. AOR - see Agency of Record and Album Oriented Rock. APX - see Ad Page Exposure. AQH - The average quarter-hour rating for broadcast programs as re-ported by several media research suppliers (e.g., A.C. Nielsen). ARF - see Advertising Research Foundation. ASR - see Certified Marketing Representative. ASTA - see Advertiser Syndicated Television Association. Access - see Prime Access. Accordion Insert - An advertising pamphlet, circular or leaflet that has been folded in "accordion" fashion and prepared for binding into a magazine. Accrual - the amount of co-operative advertising support money earned by a retailer through wholesale purchases from a manufacture/distributor. Across the Board - A type of scheduling in which a TV or radio program airs at the same time for five consecutive days. Also called Strip Programming. Ad Bank - see Time Banks. Ad Hoc Network - An informal group of stations that contract to telecast a program. The network exists solely for the purpose of telecasting this particular program and ceases to exist after the stations fulfill their contractual agreement. Ad Page Exposure (APX) - An estimate of the number of times a reader looks at an average page of advertising in a magazine issue. Ad/Edit Ratio - The ratio of advertising to editorial pages in a print medium - e.g., 60/40 indicates 60 percent of all pages are advertising. Ad/Sales Ratio - Advertising dollars shown as a percentage of a product's/service's sales. Add-On Rate - A different rate negotiated at the time of schedule purchase for any subsequent additions to the schedule. Added Deficiency Unit (ADU) - In network television, the commercial units added (at no charge) to an audience-guaranteed buy to make up for impression or TRP under-delivery as reported in a post-analysis. Addressable -The ability of media such as magazines and TV to direct advertising to specific individuals. Addressable Converter - Equipment in cable households which allows cable operators to turn the converter on or off for pay-per-view events. Adjacency - A commercial time period that is scheduled immediately preceding or following a scheduled program on the same station in which a spot TV commercial can be placed. Opposite of an in-program placement. Also called a Break Position. Adnorm - An annual Starch INRA-Hooper study that compiles all Starch Magazine Noting Scores of the previous year. Used in qualitative analysis of advertising recall of ads. Adult Album Alternative - a.k.a. Triple A, a radio programming format consisting of Classic Rock, Album-Oriented Rock, Adult Contemporary and Modern Rock. Adult Contemporary (AC) - A radio programming format. Advertiser Syndicated Television Association (ASTA) - An organization representing producers and distributors of syndicated TV programming. Advertising Agency Federation (AAF) - A non-profit organization representing member advertising agencies. Advertising Checking Bureau (ACB) - A nationwide service that issues advertising reports and provides tear sheets of magazines and newspaper ads. Advertising Contract - A written agreement made between the advertiser (or the advertiser's media-buying agent) and the advertising medium that states in detail the content, cost and placement of the advertisement for which both parties are bound. Advertising Research Foundation (ARF) - An association of advertisers, advertising agencies, media suppliers and media research suppliers whose purpose is to advance advertising research methodology and standards. Advertorial - Ad printed in the editorial graphic style of the paper, closely resembling editorial material. Affidavit - A notarized statement from a broadcast station that con-firms the commercial actually ran at the time shown on the station's invoice. Affiliate - A broadcast station bound to a contractual relationship with one or more networks to carry network-originated programs and commercial announcements. See also O & O. Afternoon Drive - A radio daypart--usually 3:00-7:00 p.m. Agate Line - A newspaper space measurement that is one column wide by 1/14 inch high (14 agate lines to the inch). Replaced (for the most part) as an advertising measurement by the Standard Advertising Unit (SAU). Agency Spot Buying Pool - see Spot Buying Pool. Agency-of-Record (AOR) - An independent media-buying company or advertising agency that purchases media on behalf of another agency or group of agencies serving the same advertiser. Sometimes also refers to a full-service advertising agency that performs all the advertising services (creative, production, media, etc.) for a particular advertiser. Aided Recall - A research method used to test audience memory retention of advertisements. The respondent is "aided" by being given the advertised product/service name. Air Check - A broadcast recording that serves as a file copy of that broadcast. Airlog - A report containing the exact time and identification of program and commercial material telecast during the broadcast day. Album Oriented Rock (AOR) - A radio programming format. All Inclusive Study - A Nielsen study that reports estimates of the percentage of all persons or households who were exposed to TV programming and the average number of exposures for each. Allotments - The number of outdoor panels in a showing. See Showing. Alternate Weeks - The method of scheduling advertising for a period of one week, then skipping a week, then running it again for a week, and so forth. Sometimes referred to as ``light bulb flighting.'' Alternative Plan - A media plan devised as an alternative to the recommended plan that is generally used as a comparison to reinforce the virtues of the recommended plan, or that is presented as a plan to accomplish alternative objectives. American Association of Advertising Agencies - A non-profit organization representing member advertising agencies. Commonly called the 4- A's. Amplitude Modulation (AM) - The transmission of sound in radio broadcasting in which the amplitude (power) of a transmitting wave is modulated (changed) to simulate the original sound. Anchor Listing - A reference line in the Yellow Pages that directs the consumer to a display ad. Animatic - A TV commercial created from semi-finished or unfinished artwork and/or pick-up art, used only for demonstration purposes or test purposes, not meant for broadcast. Announcement - An advertising message in broadcast media, commonly 10, 15, 30 or 60 seconds in length. Synonymous with "commercial" and usually referred to as a "spot." Approach - In outdoor media, the distance between the advertising structure and the point where it first becomes viewable. Arbitron Company - The major media research supplier reporting audience levels of radio stations - i.e., ratings, etc. Area of Dominant Influence (ADI) - Television marketing areas defined by Arbitron, similar to Nielsen Designated Market Areas (DMA’s) Audit Bureau of Circulations (ABC) - Circulation watchdog for newspapers and magazines. Verifies circulation claims. Arrears - As reported by the A.B.C., these are magazine copies sent to subscribers up to three months after subscription expiration. Also called Post-Expiration Copies. As It Falls - A method of simulating a national test media plan into test markets whereby a test receives the media weight (e.g., TRPs) it would normally receive had the national plan been implemented nationally. See also "Little America". Associated Business Publications (ABP) - A trade association of business publications - e.g., industrial, technical, etc. Attentiveness - A term used to describe how "attentively" people view TV by time period and program - e.g., "paying full attention," "paying partial attention." Audience - The gross or net number of homes or people exposed to a media vehicle or advertising message. Gross refers to message weight. Net refers to reach. Audience may be expressed in total and for demographic subgroups -e.g., Men 25-54. Audience Accumulation - The total net number of people (or homes) exposed to a medium during its duration -e.g., a half-hour broadcast program, a magazine issue. Audience Composition - The demographic profile of media audiences. Audience Duplication - see Duplication. Audience Flow - Describes the "source" of audience for a network television program - i.e., how much is derived from "carry-over" from the previous program on the same channel, and how much is "new tune- ins" from other channels or from viewers who were not previously viewing TV. Audience Fragmentation - The splintering of mass media's audience into small segments due to the increasing number of media outlets available to the total audience. Generally, the more outlets (e.g., TV programs, cable channels, etc.) the less the audience delivery of each outlet. Audience Guarantee - Representation made to an advertiser by a media vehicle that a certain amount of audience (e.g., TRPs), will be exposed to the programs or time slots purchased by that advertiser. Audience Holding Index - A unit used to measure the ability of a program to hold its audience. Research companies measure the index on a minute-by- minute or on a quarter-hour basis. Audience Potential - In broadcast, the number of sets in use or number of set owners in the time period to be studied. In print, the total audience of an issue in which the advertisement to be studied appears. Audience Turnover - The ratio of the cumulative media audience (i.e., the audience accumulated over the entire duration of a program or time segment) divided by the average audience listening/viewing during the average minute or average quarter-hour. Audilog - A diary that Nielsen's local rating panels use to indicate the programs they are viewing on TV. Audimeter - An electronic device attached to a TV set that provides minute- by-minute records of TV receiver tunings in A.C. Nielsen sample households - nationally and locally. Audio - The sound portion of a TV or radio commercial or program. Audiotex - In Yellow Pages advertising, a service that allows the caller to receive timely information on an advertiser's product or service. Audit Bureau of Circulation (ABC) - An organization formed by media suppliers, advertisers, and advertising agencies to audit the circulat-ion statements of its member newspapers and magazines. Audit Report (White Audit) - A report published annually by the A.B.C. which provides audited verification of the published circulation figures of newspapers and magazines. Availability - The commercial position in a program or between programs on a given station or network that is available for purchase by the advertiser. "Avails" for short. Avails - see Availability. Average Audience (AA) - In broadcast, the number of homes (or individ-uals) tuned to the average minute of a program. In print media, the number of individuals who looked into an average issue of a publication and are considered "readers." Average Four Weeks - Usually refers to reach/frequency tabulations which report audience delivery for a media schedule within a particular time frame - i.e., the "average four weeks". Average Hours of Viewing - The number of hours (and minutes) a household (or demographic group) views TV during a particular time frame -e.g., daily, weekly. Average Issue Audience/Average Issue Readership - The reach of one issue of a print vehicle. Includes primary, pass-along, in-home, out-of- home, subscribers and newsstand readers. Also called Average Audience. Average Net Paid Circulation - The average number of copies of a publication sold per issue, as opposed to copies given free of charge. Average Quarter Hour Audience - the number of people tuned to a particular station, during any 15 minute period within a specified time frame. (Eg. Monday-Friday 6-10am) Average Quarter Hour Rating -The average number of persons listening to a particular 15 minute segment. Average Quarter Hour (AQH) - A time segment in which an average rating is measured. It is the average minute of a 15-minute segment. Average Time Spent Listening (TSL) - The time spent listening to radio by the average listener. B Counties - see Nielsen County Size Groups. B/W - Abbreviation for black and white, as in a magazine ad printed with black ink on white paper. BAR (Broadcast Advertiser Reports) - A media research supplier concen- trating on the reporting of television commercial purchases. BBM - Bureau of Broadcast Measurement is a non-profit tri-partite research company, which surveys and reports radio listening habits. BDI - see Brand Development Index. BPA - Business Publications Audit of circulation. Back Cover - The outside back cover of a magazine. Also called Fourth Cover. Back Issue - An issue of a magazine that was published prior to the current issue. Back of Book - Refers to the back section of a magazine, which generally follows the main editorial matter. Back-to-Back Commercials - Commercials scheduled consecutively without programming interruptions. Backbone - The outside edge of a magazine, catalog, booklet, brochure or book where pages are bound and where the title (or other material) may be printed. Backlit - Describes an out-of-home display where the advertising mes-sage is printed on translucent plastic and backlit with fluorescent bulbs. Backup Space - Advertising space in a magazine that is placed next to an insert - e.g., a coupon, return card, or recipe book that has been bound into the magazine. Bandwidth - Governs the amount of data a medium (e.g., coaxial cable) can transmit per second. For example, the higher fidelity of FM radio takes 10 times as much bandwidth per station as does AM; TV channels require 33 times more bandwidth than FM. Barter - The exchange of goods and services that may or may not involve the use of cash, such as the acquisition of media time or space in exchange for merchandise. The purchaser of bartered media sometimes sells commercials/ads in this media, usually at a profit Barter Show - A program which an advertiser or its agent offers to a TV station free of charge in lieu of payment for commercial announcements during the program or elsewhere during the broadcast day. Barter Syndication - An arrangement between syndicators, advertisers and stations in which the syndicator acquires the rights to a program, sells commercial positions within the program to national advertisers and clears the program on a non-interconnected network of TV stations. Also called Advertiser Supported Syndication. Base - In media research, the number of survey respondents from whom projections are made. In media planning, the target market universe which serves as a point of reference. Base Rate - see Open Rate. Basic Cable - The offering to subscribers of broadcast and cable TV originated programs as part of a "basic" service agreement in which a subscriber pays a cable TV operator or system a monthly fee. Does not include "pay" services that might be offered by the cable operator - e.g. "movie channels" Basic Network - A minimum number of stations an advertiser must buy when running on network TV. Benchmark - An initial research study or media plan that serves as a standard by which all other studies and plans can be measured and compared. Best Food Day - The day on which a newspaper carries the majority of its food and grocery advertising and editorial. The day is determined by the shopping habits of the people in the newspaper's market. Bicycling (Archaic) - The act by which programs or commercials are transported from station to station via mail or freight. Billboard (BB) - In broadcast, (usually) free airtime (generally 2-10 seconds in length) given to an advertiser, generally to one that purchases multiple commercials within a program (i.e., a "sponsor" of the program). In outdoor media, an advertising structure - see Painted Bulletin. Bind-In Card - An insert card in a magazine that is bound in with the printed pages. Also called a Tip-in. Bingo Card - see Reader Service Card. Birch - A media research supplier. Biweekly - The frequency of a magazine that is published every other week. Black & White Page - An advertising page that is printed with black ink on white paper, or in reverse type (white on black paper). Abbreviated as PB/W. Black-Out - A contractual agreement imposed by a sports league that prohibits a local TV station or cable channel from providing live coverage of a sports event to insure that attendance at the sport's venue will not suffer. Black/Rhythm & Blues - A radio programming format. Blank Out - In outdoor painted bulletins, covering an advertising message in preparation for a new advertisement. Also called Coat Out and Paint Out. Blanket Contract - A written agreement between an advertiser and a media vehicle covering all products to be advertised. Blanket Coverage - A media vehicle's total coverage of a given geographic area. Blanking - On outdoor posters, a white paper border applied between an advertisement's copy area and the panel molding. Bleed - In print media, to extend the illustration or copy to the edge of a page so there is no white border. On outdoor media, a poster panel that uses the entire available space. Bleed Page - Page on which illustrations or other elements are printed out to the page edge, leaving no margin. Bleed in the Gutter - see Gutter Bleed. Block - In broadcast, a time segment of consecutive hours in a broadcast schedule. Block Programming - Scheduling TV or radio programs of similar appeal and audiences within a 2-, 3-, or 4-hour time period. Blockbuster - Broadcast programs that deliver much higher ratings than expected. Blow-In Card - A loose (not bounded in or glued to) insert of an advertising message in a magazine, used primarily by the publication to sell subscriptions. Body Face - Used to set descriptive prose, or story, all in one type face. Bold Listing - In Yellow Pages advertising, a unit in a directory in which the company name is printed in bold letters. Bonus - A free commercial, ad, etc. given by an advertising medium to an advertiser. Bonus Circulation - The circulation of a publication that is above the circulation generally delivered by the publication. Advertisers are not charged for this additional circulation. Bonus Spot - A commercial given to an advertiser free of charge to make up for under-delivered audience or as an inducement to buy additional spots. Book Ahead - Buys purchased and approved months in advance to when the schedule will run. Book, To - To order an advertising schedule from a media vehicle - i.e., a TV/radio station, magazine, etc. Bookends - TV spots of one advertiser of the same length (frequently :15s) and same/related copy placed within a commercial pod, but separated from each other by other commercials. Boosters - Low powered transmitters that pick up the signal of a parent station and retransmit the signal on the same channel. Also referred to as a Repeater Station. Used where coverage from the main station is not adequate - e.g., mountainous terrain. Brand - An identifying symbol, word(s), mark or combination of same developed to separate one company's product or services from another. Brand Awareness - Consumer's knowledge of an existing product/service name and/or its attributes. Brand Development Index (BDI) - A numerical display showing the geo-graphic or demographic areas of a brand's relative strength or weak-ness. See Index. Break Position - A commercial aired between programs as opposed to in- program. Also called Adjacency. Bridge - In print, an advertisement that runs across the center margin of two facing pages in a magazine or newspaper. See also Double Truck. Broadband Communications - Wired distribution network (coaxial cable or fiber optic cable) that carries a large number of channels spread out over a wide bandwidth (which is the numerical difference between the highest and lowest frequency in use). Broadcast - Any TV program an individual without cable can receive over the air. Broadcast Advertisers Reports (BAR) - see MediaWatch. Broadcast Calendar - An industry accepted 52-53 week, 12-month calendar used for developing media schedules, making TV/Radio media buys, and billing. Composed of 4-or 5-week months, the Broadcast Calendar week begins on a Monday, and the month ends on the last Sunday of the month. Broadcast Coverage Area - The geographic area within which a signal from an originating station can be received. Broadcast Week - A week starting with Monday and ending with Sunday. Broadsheet - Full Newspaper size paper approximately 15" x 24" in size. "standard" size as compared to Tabloid. Bulk Circulation - Two or more copies of a magazine or newspaper sent to a single addressee who, in turn, distributes individual copies. Bulk Discount - The discount offered to advertisers who place large orders in magazines. Bulk Sales - Quantity sales of a publication to one purchaser. Bulldog Edition - The morning edition of a daily newspaper. Usually is distributed the night before its issue date. Bump Rates - The costs that must be paid by an advertiser to secure a commercial position previously sold to another advertiser. To "bump" the previous advertiser, the new advertiser must pay a higher rate. However, the previous advertiser had to have (in most cases) purchased the slot at a "preemptible" rate. Burke Test - A research tool, designed by Burke Marketing Research Inc., that measures audience recall of a commercial message - e.g., DAR: Day After Recall. Bus Shelter/Bus Bench - Advertising posters positioned as an integral part of a freestanding covered structure or bench, often located at a bus stop. Business Publication Audit of Circulation (BPA) - An organization that audits the circulation statements of its member magazines and newspapers. Buying Guidelines - Used to establish the parameters within which a media buy is to be made. Includes, for example, minimum rating requirements, daypart mix, programming, etc. Buying Service - A company that primarily buys and plans media, as opposed to an advertising agency, which generally also offers creative development and production, etc. Buying Specifications - The details of a buy (e.g., dates, costs, units) given to a buying service or ad agency by the advertiser. Buying Target - The media audience segment(s) against which a media buy is directed - e.g., Adults 18-49. Buyout - Synonomous with 100% sponsorship, a one-time payment to talent appearing in commercials or advertisements granting the advertiser unlimited use of the creative in which the talent appears without further talent payments. C Counties - see Nielsen County Size Groups. CATV - see Cable TV. CC - The conclusion of a program. See Closed Caption; Closed Circuit. CCA - see Controlled Circulation Audit. CD - see Compact Disc. CD-ROM - Compact Disc Read Only Memory. A round computer disk that replaces magnetic floppy disks, which have less storage capacity. CDI - see Category Development Index. CHR - see Contemporary Hits Radio. CMA/CMSA - see Consolidated Metropolitan Statistical Area. CMR - see Competitive Media Reporting and Certified Marketing Representative. CNU - Canadian Newspaper Unit. A modular system of selling display advertising space. EAch CNNU consists of 30 modular agate lines. CNA - Canadian Newspaper Association (formerly the CDNPA - The Canadian Daily Newspaper Publishers Association & the NMB - Newspaper Marketing Bureau) represents 101 Canadian daily newspapers (English and French). In 2000, membership represents 99% of the almost 5.1 million copies of newspapers distributed daily across Canada. It provides a wide range of support services to the industry in research, production technology, circulation, editorial, advertising and advocacy. CPM - see Cost-Per-Thousand. CPP - see Cost-Per-Point. CR - see Classic Rock. CW - see Country Western. Cable Advertising Bureau (CAB) - An organization representing member cable networks, operators and systems. Cable Interconnect - see Interconnect. Cable Non-Duplication Rule - Federal Communications Commission rule requiring cable operators to black-out the network programming of a distant affiliate (i.e., an affiliate located outside of the cable operator's home market). Cable Operators - The person or company responsible for owning, maintaining and operating the cable TV system(s) in one or more communities. Cable Penetration - The percentage of TV households that subscribe to cable TV within a given geographic area. Cable TV - Reception of TV signals via cable (wires) rather than over the air - i.e., via a TV antenna. Used to be called CATV: Community Antenna Television. Cable TV System - A non-broadcast facility that has equipment designed to distribute signals of one or more TV stations and other non- broadcast services to one or more homes. Cable-Ready - TV set that has built-in circuitry enabling it to receive and translate cable signals without the use of a separate converter (box). Cablecasting - Programming originated by the cable systems and fed directly to cable subscribers. Call Letters - A TV or radio station's identification -e.g., WGN - TV. Campaign - An advertising effort for a product or service over a given time period. Campbell Soup Position - In magazines, the first right-hand four color page advertisement following the main body of editorial - so named because for many years this was the position purchased by Campbell's in women's service magazines. Cancellation - To terminate a scheduled media buy. Cancellation Date - The last possible date to terminate a scheduled ad without incurring cancellation charges. Car Card - An advertising unit within a transit vehicle, such as a bus. Card Pack - In direct mail, a cooperative mailing of postage-paid business reply cards returned to advertisers who share the costs of mailing the card pack to potential buyers. Cart - The physical retainer of scheduled TV commercials. Commercial tapes are received by a TV/Radio station and transferred onto a cart. Commercials are computer generated from the cart and telecast/broadcast. The cart operates independently from the programming feed. Cash Discount - A discount granted by the media supplier to an adver-tiser for payment within a certain period of time--e.g., a two-percent discount if payment is made within ten days of invoice. Casual Rate - The maximum rate charged by Media. Also called one time rate, Transient rate, gross rate, flat rate, open rate or basic rate. Category Development Index (CDI) - A numerical display showing the geographic or demographic areas of a product/service category's rela-tive strength or weakness. See Index. Central Area - a geography defined by Statistics Canada, is either a Census Metropolitan area (CMA) or Census Agglomeration (CA). BBM reports audiences in both the Central Area and Full Coverage Area (FCA - see below). Centre Spread - The facing pages in the exact center of a magazine. Certified Marketing Representative - A person or company authorized by the YPPA to sell Yellow Pages advertising space to national advertisers. Chain Break - The time between network programs when a network-affil-iated station identifies itself to viewers and during which commercial announcements air. Also see Break. Channel Capacity - The number of different channels of programming a cable system could transmit to subscribing households. Channel Surfing - Perusing different TV channels, usually with a remote control device and generally stopping at each channel for a very short period of time. Checkerboard - In TV, a varied lineup of programs during the same time period on consecutive days. In print, an advertisement intermingled with editorial matter in which the appearance of the page is similar to a checkerboard pattern. Checking Copy - A copy of a magazine or publication that is sent to an advertiser as proof that the ad ran in the publication, and in the position requested. Churn - The constant turnover of cable subscribers due to new customers and disconnects. Circular - special advertising supplement distributed to the consumer either by newspaper or direct mail. Generally in colour and higher quality that ROP advertising. Circulation - In print media, the number of copies sold or distributed by a publication. In broadcast, the number of homes owning a TV/radio set within a station's coverage area. Or, in cable TV, the number of households that subscribe to the cable service which carries a particular network. In out-of-home media, the number of people passing an advertisement who have been an opportunity to see it. City Zone - The area bounded by the corporate limits of a community. Claim - The process and form used by the retailer to get reimbursement for co-op advertising expenditures. Classic Rock - A radio programming format. Classical - A radio programming format. Classified Ads - Small ads grouped by major category (employment, real estate, automotive, etc.) in a special section. Represents 35% of newspapers ad revenues. Clear Channel - An AM radio frequency transmitted with 50,000 kilowatts on which only one station may broadcast between sundown and sunrise. Clearance - The broadcast stations carrying a network or syndicated program. This list is usually accompanied by a "coverage" percentage indicating the collective percent of U.S. (TV or total) homes accounted for by the markets in which the program airs. Clipping Bureau/Service - A service whose primary function is to track and clip newspaper and magazine articles and/or advertisements. Closed Caption - The audio portion of a TV program "printed" on the TV screen allowing viewers to read what is being said. Requires a device connected to the TV set. Closed Circuit TV - Television programming transmitted by cable or other non-broadcast means to specific receivers. Closed-End Diary - A diary through which specific media exposure patterns are solicited by having the respondent fill out a form which lists all or almost all of the possible media vehicle alternatives to which the respondent might be exposed. Closing Date - The deadline set by a publication for the receipt of material (keyline or mechanical) for an advertisement to appear in a forthcoming issue. ClusterPLUS - A geodemographic clustering system. Clusters - The division of population groups into unique demographic/psychographic segments for purposes of description analysis of product and media consumption patterns. Clutter - Many different commercials (either airing sequentially, or at different times within a TV/radio program, or both) which compete for the listener's or viewer's attention. In print, many different ads printed within a small area of space. Co-op Announcements - Commercial time made available in network programs to local stations for sale to national or local advertisers. Co-operative Advertising (Co-op) - An arrangement whereby a manufacturer agrees to pay for some or all of the advertising on behalf of the individual retailer. Co-sponsorship - A sponsorship of a broadcast program shared by two or more noncompeting advertisers. Coat Out - see Blank Out. Coaxial Cable - A conducting wire for the transmission of TV/radio signals or multiple telephone messages. Used by Cable Operators to transmit programming into subscribing homes. Coincidental Survey - A survey about radio listening or TV viewing that occurs while the program is on the air. Survey telephone calls are made systematically throughout the program. Used by Nielsen and Arbitron in their special overnight surveys. Colour Separation - The photographic process by which final art is broken down into the 4 prime colours( Black, Magenta, Cyan and Yellow). Column - An area of copy in a magazine or newspaper that runs vertically down the page with its width held constant throughout an entire publication. Column inch - Newspaper ad space measurement one column wide by one inch or 14 agate lines deep. Also known as "Standard Advertising Unit". Combination Rate - A discounted rate given to an advertiser who advertises in both morning and evening editions of a newspaper or for an advertiser who uses more than one vehicle in a group of publications owned by one publishing company. Related to, but different from, "multimedia" buys. Combined Reach The total reach of more than one media vehicle. Combined Reach - The total reach of more than one media vehicle. Combo - In Spot TV, the purchase of one or more spots in two time periods or programs for a combined single price. The combination cannot be separated and purchased for individual rates. In Spot Radio, the purchase of one or more spots on two stations, often an AM and an FM owned by the same company, for a single discounted price. Commercial - A TV/radio advertising message. Commercial Audience - The viewers or listeners who are actively engaged in a TV or radio commercial. Commercial Break - see Break Position. Commercial Exposure Potential - The number of possible receivers of a commercial message. Commercial Impressions - see Impressions. Commercial Integration Cost - see Integration Cost. Commercial Length - The duration of a TV/radio commercial expressed in seconds - e.g., 10's, 15's, 30's, etc. Commercial Minutes - The number of 60-second time segments set aside by TV/radio stations and networks to air commercials. Commercial Pool - A group of ready-to-air TV/radio commercials from which an advertiser can select a commercial to be telecast. Commercial Protection - see Competitive Separation. Commercial Time - see Commercial Minutes. Commission - The portion of a gross media payment made to a media supplier by an advertiser which is returned to the advertiser's buying agent; the payment made by an advertiser to the buying agent for services rendered. With both definitions, the commission is usually stated as a percentage - e.g., 15% of gross media billings. Commissionable - Advertising rates proposed by media suppliers which contain a commission provision. See Commission. Common Carrier - A privately owned economic entity of high public importance granted monopoly rights under various state and federal legislation, subject to public regulation, to insure adequate and nondiscriminating service at "reasonable rates." Bell Telephone is a common carrier. A broadcast station cannot be a common carrier. Communications Satellite - A piece of electronic machinery located 22,300 miles from earth that receives a variety of electronic data (e.g., telephone communications, TV/radio programs) from one point on earth and transmits this data back to earth to multiple points such as to cable systems around the country. Community Antenna Television (CATV) - Now simply called "Cable TV". Compact Disc (CD) - A small digital disk on which data has been recorded. Originally marketed specifically for sound, a "CD Player" utilizes a beam of laser light to read the data and convert it to digital sound of very high quality. Standarized by Sony at 74 minutes of sound, the length needed to hold Beethoven's Ninth Symphony. CDs now hold data of all sorts to be read by "CD-ROM" players. See CD ROM. Competitive (Report) - The compilation of figures on media spending and/or media usage by products/services competitive to the advertised brand/service. Competitive Media Reporting (CMR) - A media research supplier reporting on advertising volume by medium by advertiser brand or service. Competitive Parity - Basing an advertising budget allocation on competitive spending levels. Competitive Separation - The agreed time or spatial "distance" between competitors' commercials/ads within a media vehicle - e.g., not having competitors' TV commercials back-to-back or within the same pod. Competitor - A company that sells a product or service of the same kind, in the same market as that of another company. Complimentary - A free magazine/newspaper subscription given to those who directly influence the purchase of advertising in the publication. Composition - the percentage of an audience that are members of a target group -i.e. Of CAAA,S Adult 18+ audience [or cume] the number [or percent] that are 25-49. Confidence Level - The likelihood that the sampling error in a survey result will fall within a specified range, usually expressed in terms of standard errors - e.g., 1 standard error equals 68% likelihood; 2 standard errors equals 95% likelihood. See Saampling Error. Confirmation - The written or verbal acceptance of a commercial order by the TV/radio station. Consecutive Week Discount - A discount provided by a media vehicle for placing advertising activity on consecutive weeks. Consolidated Metropolitan Statistical Area - (CMSA) - As defined by the U.S. Government Office of Management and Budget, a grouping of closely related Primary Metropolitan Statistical Areas. Consumer Magazine - A magazine targeted at the general public with editorial that may be of broad or narrow focus, as opposed to, for example, a trade magazine. Consumer Research - A major type of advertising research which is used to determine consumer buying habits, reaction to advertising, consumer wants and needs, etc. -e.g., focus groups, in-depth interviews, inquiry tests, aided recall interviews, consumer surveys, and attitude testing. Consumer Survey - A questionnaire used for gathering information from a sample of consumers. Can be mailed to consumers, or reviewed with the respondent in person or over the phone. Contemporary Hits Radio (CHR) - A radio programming format. Contiguity - In radio, refers to two programs scheduled next to each other in time and sequence without any commercial interruptions. Also refers to commercial advertising time slots of equivalent value in terms of cost. Contiguity Rate - Discounted rates offered to advertisers who sponsor contiguous programs in broadcast media. Also refers to discounted rates offered to advertisers who buy contiguous commercial time slots. Continuity Discount - A rate discount allowed an advertiser who pur-chases a specific schedule within a series of a publication's issues. Also called Frequency Discount. Continuity Discount - A rate discount given to an advertiser who purchases a specific schedule within a series of a publication's issues. Also called Frequency Discount. Contract - see Advertising Contract. Controlled Circulation - The circulation of a publication that is sent free and addressed to specified individuals who elect to receive the publication. Controlled Circulation Audit (CCA) - An organization that audits the circulation statements of controlled circulation publications. See Controlled Circulation. Conversion Factor - A percentage applied to a number (e.g., a household rating) to obtain a different number (e.g., a women 18-34 rating). Converter Box - A device used to change TV signals from a broadcast station so they can be received from a cable television system. Copy Split - Running different versions of a print ad in different portions of the same issue of a publication's total circulation -e.g., in different geographic areas, A/B split. Corporate Advertising - Advertising which promotes the image of a corporation versus a product. Cost Efficiency - A reference to a media unit's or media schedule's cost relative to its audience delivery, usually expressed as Cost Per Thousand. Cost Per Inquiry (CPI) - see Per Inquiry. Cost-Per-Point (CPP) - The cost of an advertising unit (e.g., a 30-second commercial) divided by the average rating of a specific demographic group (e.g., women 18-49). For example, a unit which costs $1,000 and delivers a 10 Women 18-49 rating has a CPP of $100. Cost-Per-Thousand (CPM) - The cost per 1,000 people (or homes) delivered by a medium or media schedule. For example, a media vehicle which costs $10,000 and has an audience of 500,000 Men 18-49 has a CPM of $20. Cost-per-Rating-Point (CPP) - The cost of an advertising unit (e.g., a 30- second commercial) divided by the average rating of a specific demographic group (e.g., women 18 - 49). Country Western - A radio programming format. County Size - Designation of all U.S. counties into one of four cate-gories as defined by A.C. Nielsen based on population density and labor force concentration. Commonly referred to as "A," "B," "C" and "D" counties. County Size - see Nielsen County Size Groups. Cover Position - The usually premium priced cover space in a magazine. The second cover is the inside front; the third cover is the inside back; the fourth cover is the outside back. Coverage - The percentage of a population group covered by a medium. Commonly used with print media to describe their average issue audience within defined demographic or purchasing groups. Akin to a rating. See also Coverage Area; Broadcast Coverage Area. Coverage Area - In broadcast, the geographical area reached by a station's signal. In print, the geographic area covered by the publication's circulation. Cowcatcher (Archaic) - A commercial at the beginning of, and forming a part of, a TV/ radio program, advertising a product/service which is not mentioned again in the program. Credit Memo - An alternative to cash payment. The supplier issues a credit memo that author-izes the advertiser to deduct that amount from the next payment to the supplier. Crosstab(ulation) - Tabulating two or more distinct sets of data (usually found in syndicated media research reports) to yield one set of data. For example, combining media audience data for men 25-49 with household income and marital status to yield married Men 25-49 in households with $50,000 income. Cume - The unduplicated number of people tuned once or more to a station in a given time frame [i.e. Potential coverage or circulation of a station]. Cume Cumulative Audience - The total net unduplicated media audience accumulated over a particular period of time - e.g., the total audience of program X for its entire half-hour airing or the total audience of radio station Y during morning drive. Current Issue - A publication's issue currently on sale at newsstands. Cut-In - The insertion of a commercial, at the local level, which replaces the nationally purchased (and airing) commercial originally placed in a network broadcast program. Generally used to test media and/or alternative commercial executions. Cuts and Mats - Terms applied to advertising materials which can be placed in newspaper ads by retailers, often supplied by manufacturers for co-op ads. Cyberspace - Borrowed from cybernetics ("control of communication in machines"), refers mostly to emerging technologies allowing computer communications via network facilities -e.g., the Internet. See Information Superhighway. D Counties - see Nielsen County Size Groups. DAT - see Digital Audio Tape. DB - see Delayed Broadcast. DBS - see Direct Broadcast Satellite. DEC - see Daily Effective Circulation. DMA - see Designated Market Area. DVI - see Digital Video Interactive. Dailies - Refers to newspapers that are published at least five days a week. Daily Effective Circulation (DEC) - The gross number of people (with-out regard to duplication) exposed to an out-of-home advertising display in one day. Daily Rate - The cost of an ad which will appear in the daily (Monday-Friday or Monday-Saturday) edition of a newspaper. Day After Recall - A research method used to measure how many people can recall an advertising message one day after exposure to an advertisement or commercial. Daypart - A broadcast time period (segment) - e.g., daytime: 10 a.m. to 4 p.m. EST. The most common Spot media dayparts are: (TV) Early Morning, Daytime, Early Fringe, Early News, Prime Access, Prime, Late News, Late Fringe; (Radio) Morning Drive, Daytime, Afternoon Drive, Evening, Overnight. Daypart Distribution - The distribution of audiences in each TV/radio daypart - e.g., the percentage of TRPs in each daypart; the amount of the media target audience found in each daypart. Daypart Mix - see Daypart Distribution. Daypart Optimization - The combination of TV/radio dayparts which, within a defined media budget, offers the highest reach or "effective reach" of a predetermined demographic group. Generally refers to a computer program that analyzes a multitude of varioous combinations. xxxx Dayparts - Broadcast time periods (segments), e.g., daytime: 10:00 a.m. to 4:00 p.m. EST. Daytime Station (Daytimer) - A radio station which broadcasts only during the day (from sunrise to sunset). Decile - Refers to one-tenth of a group. Deck - see Double Decker. Decoder - A TV set-top device which converts an electronically scrambled signal into a viewable picture. Dedicated Channel - A cable channel with a single source for its programming. Delayed Broadcast (DB) - A network TV program that is recorded during its original broadcast so that it can be broadcast from the recorded version at a later time or date by a local station. Demographic Editions - Special editions of magazines directed to specific demographic audiences - e.g., an edition received by only upper income subscribers. Demographics - This term statistically identifies population segments according to age, sex, income, ethnicity, etc. Demography - The study of the characteristics of population groups in terms of size, distribution, and vital statistics. Designated Market Area (DMA) - A.C. Nielsen's definition of a TV market: an unduplicated geographic area to which a county is assigned on the basis of the highest share of viewing of originating stations. Development Money - Funds beyond a manufacturers' normal co-op budget which are allocated in response to retailers' proposals for such events as store openings, new product introductions or remote Radio broadcast promotions. Diary - A questionnaire that asks the respondent to record TV viewing or radio listening activity for a specific period of time. Digital - The use of the binary system in electronic transmissions, such as in a digital computer or with TV/radio programming via cable or fiber optic cable. Digital Audio Tape (DAT) - Audiocassette tape on which sound has been recorded using digital technology, to be replayed on an electronic device (DAT player) that reads and reproduces the original sound with a very high level of quality. Digital Compression - The conversion of broadcast signals into a digital series, allowing for more data to be transmitted over a wire (coaxial, fiber optic or telephone). The implementation of digital compression is theorized to give each cable home the capacity to receive 400-500 channels. Digital Video Interactive (DVI) - Transmission and reception of any kind of audio, visual or electronic material, such as television, computer data, etc. Diorama - A backlit display often located in airports, bus terminals, and sports arenas. Direct Broadcast Satellite (DBS) - Reception of TV/radio signals directly from a satellite via a "personal" satellite dish owned/leased by an individual household. Dishes are of various sizes with the smallest being approximately 18" in diameter. Direct Response Advertising - Any form of advertising that requests a consumer to respond directly to the advertiser - e.g., by calling an 800 telephone number to place an order. Directional Advertising - Advertising that directs the reader or viewer to the seller - e.g., Yellow Pages; an outdoor display with the advertiser's address. Disconnects - Subscribers who have terminated their subscription to, or who have been terminated from, cable TV service. Discount - A reduction from the usual price of an advertising unit(s) granted to the advertiser in recognition of (usually) a quantity purchase of the medium. Discounts -"Continuity" - given to an advertiser who spaces his ads within a certain length of the specified by a medium, or in a specified number of issues. Discrep's - see Discrepancy. Discrepancy - A difference between the agreed price or specific placement of a TV/radio spot and the invoiced price or placement (as shown on an affidavit of performance). Discretionary Funds - All funds (vendor, promo, special event, market development) which a manufacturer may provide to a retailer. Dish - A parabolic or spherical shaped antenna. See Earth Station. Dispersion - The level of scattering of commercials or ads across programs or print vehicles - e.g., high dispersion indicates the use of many different programs/magazines. Display Advertising - Newspaper ad including artwork as well as copy for a national or local client. Distant Signal - A TV broadcast station's signal that is not considered "local" to the community (as defined by the FCC). Cable systems usually import distant signals via satellite antenna. Distribution - A publication's total number of copies distributed. See also Frequency Distribution. Double Carding - Placing two advertisements for the same product in the same subway, train, car or bus. Double Truck - The facing pages in the exact center of a newspaper section where the copy runs across the margin without interruption - as opposed to a spread. Double-Decker - Two outdoor advertising displays stacked on top of each other, usually placed in high traffic areas. Also called Deck or Stack. Down Cut - The loss of audio and/or visual on the end portion of a commercial. Downlink - Part of a satellite transmission in which signals are sent from the satellite to earth. Downscale - A term used to describe the low-income segment of the population. Drive Time - The morning and afternoon hours of radio broadcasting--morning drive: 6:00-10:00 a.m.; afternoon drive: 3:00-7:00 p.m. Drop Lines - Coaxial cable connecting the cable in the street to subscribers' TV sets. Dub (Dupe) - Making one or more copies of an audio or video recording. Dub House - A company that makes "dubs." Duncan's American Profile - A media research tool that reports on all metro radio markets, listing (for example) station, dial position, programming, quarter-hour share ranking, etc. Duopoly - Ownership by one company of two FM band or two AM band radio stations in the same market. Per FCC regulations, the combined audience of the two stations cannot exceed 25% of the market's population. Dupe - see Dub. Duplication - The number or percentage of those reached with a media schedule who are exposed to more than one media vehicle used in the schedule or to more than one advertising message. For example, those reached by magazine A and magazine B are duplicated readers EBI - see Effective Buying Index. EF - see Early Fringe. EM - see Early Morning. EN - see Early News. Ear Lug - Upper right or left hand corners of the front page of a section above the regular type area. Early Fringe - The TV daypart between Daytime and Prime Access: gener-ally 4:00-7:30 p.m. EST. Early Morning - A TV daypart - usually 6-10 a.m. EST. Early News - A TV news program airing during the Early Fringe time period. Earned Rate - A rate given to an advertiser that is reflective of the frequency of ads running or the volume of advertising placed over a specific time period. Earth Station - Consists of a disc antenna (dish) and receiving equipment directed toward a fixed-orbit satellite. Easy Listening - A radio programming format. Editorial - A published or broadcast expression of opinion or fact by the editor, publisher, manager or owner of any medium. Editorial Classification - The categorization of editorial departments within a magazine or newspaper -e.g., news, fashion, entertainment, etc. Editorial Copy - All written material in a publication that is not advertising. Educational Channel - A TV station which contains educational programming and prohibits advertising. Used in classrooms and at home. Effective Buying Income (EBI) - Refers to an individual's personal income less personal tax and non-tax payments. Also called disposable income. Used in the bulk measurement of market potential indicating the ability to buy products and services. Developed by Market Statistics. Effective Circulation - see Daily Effective Circulation. Effective Frequency - The level of exposure frequency at which reach is deemed "effectively" delivered. See Effective Reach; Three Hits. Effective Reach - The number or percentage of a population group reached by a media schedule at a given level of frequency. See Three Hits. Efficiency - Generally refers to the relative costs of delivering media audienced. See Cost-per-rating-point and Cost-per-thousand. Electronic Tearsheet - The ANA/CAB, ANA/RAB or ANA/TvB documentation provided by broadcasters on the script itself to certify the number of times a particular script was broadcast and at what cost. Embellishment - see Extension. Encryption - The process of electronically changing a TV or audio signal so that a decoder is needed to receive the signal. End Rate - The rate given to an advertiser after all discounts are applied. Estimated Rating - see Rating. Ethnic Media - Media targeted to a specific ethnic group. Exclusive Cume Listeners - The number of different people who listen to a given radio station and to no other radio station during a specific daypart. Exclusivity - The granting to one advertiser the exclusion of competing brands or services advertising within the same medium. Exposure - A person's physical contact (visual and/or audio) with an advertising medium or message. Extension - In outdoor bulletin advertising, a constructed shape added onto and protruding out from a typically 14'x 48' bulletin that contains copy and/or art meant to enhance the creative message. In print media, the agreed delay beyond the normal closing date for delivery of creative materials--e.g., the mechanical. FCC - Federal Communications Commission. FM (Frequency Modulation) - A clear radio signal, without static or fading, that results from the adjustment of the frequency of the trans- mitting wave to the originating sound. FSI - see Freestanding Insert. FY - see Fiscal Year. Facing - In outdoor advertising, the direction a poster faces. E.g., a south facing can be seen by northbound traffic. Far Forward Right Hand Page - A position request for an advertisement to be placed as near as possible to the beginning of a magazine issue on the right hand page. Farm Publication - A publication focusing on agricultural topics, directed to farmers and people in related occupations. Feeder Lines - Coaxial cables that branch from the trunk lines past individual homes in the cable community. Fiber Optic Cable - A cable composed of pure glass strands able to transmit significantly more information (video/audio/text) than conventional cable or phone lines. First Cover - see Front Cover. First Run - Programming that has not been previously broadcast. Fiscal Year (FY) - Any 12-month period defined by a company in which accounts are balanced. Fixed Position - In broadcast, a commercial unit purchased with non- preemption guarantees. In print, a position guaranteed to the advertiser within a specific section and/or adjacent to specific editorial. Fixed Rate - In broadcast, the price of a commercial which guarantees the spot will air in an agreed specific time slot without preemption (except in extenuating circumstances, such as a News Flash/Bulletin). Flagging - In outdoor posters, a tear in the paper causing the advertisement to hang loose and "flag" in the wind. Flash Approach - An outdoor display with a very short approach - e.g., a panel that is viewable for less than 100 feet. Flash Paint - In outdoor advertising, a program of permanent painted bulletins in a market for a short period of time - e.g., 2-4 months. Flat Rate - The non-discountable rate charged by a newspaper for advertising. Flexform - A process used in outdoor advertising which prints art on vinyl to be stretched across and around an outdoor board. Also called Flexface. Flexform - Odd shaped advertising - not conforming to normal rectangular shaped format. Flexies - A multi-page, pre-printed insert, usually printed on newspaper stock and distributed in newspapers as a freestanding insert. Also sometimes refers to Flexform. Flighting - the period which an advertiser runs their advertising [less than 52 weeks] as opposed to continuous advertising. Periodic waves of advertising, separated by periods of total inactivity. Floating Island - In print media, a single advertisement on a page surrounded by editorial. Flow Chart - A summary of recommended media showing their usage throughout an advertising period - e.g., an annual flow chart. Foot Print - The geographic area in which a satellite transponder's signal can be received by an earth station dish. This coverage area is graphically similar to a footprint. Also, a digital code ascribed to commercials and/or programs which allows computers to track over-the-air activity. Forced Combination - Newspapers owned by the same publisher and sold to advertisers only in combination. Foreign Advertising - In Yellow Pages, advertising placed in directories distributed in geographic areas distant from the core area in which the advertiser's business is physically located. Format - In broadcast, the style or content of the material aired on a radio station (e.g., classical, country western) or the style of content of a TV program (situation comedy, drama). Four Color Page - An advertising unit that utilizes three colors (and/or combinations of these colors) plus black and white. Four Color Process - The halftone printing process, which utilizes four ink colors (black, magenta, cyan, yellow) to produce a printed image that matches the color of the original image. Four-Color Bleed Spread (SPRD 4CB) - Two four-color page bleed advertisements facing each other. Four-Color Page - An advertising page that utilizes three colors (and/ or combinations of these colors) plus black and white. Abbreviated as P4-C. Fourth Cover - see Back Cover. Fractional Unit - In print, an advertising unit which is less than a page in size. Franchise - In TV, the legal authorization required under state law from state and or local government for establishment of a cable tele- vision service. In general business, a right or privilege granted by a governing body to a corporate group; the authorisation given by a manufacturer to market his products. Franchise Buy - An order for commercial time that provides the advertiser special options or rights as with a sponsorship. Franchise Position - A position in a newspaper or magazine (usually a premium position) for which an advertiser is granted a permanent franchise or right to use as long as it is renewed periodically. Free Publication - A publication which can be obtained without cost to the reader - e.g., Pennysaver. Free Standing Insert (FSI) - Ad printed by the advertiser and bound or stuffed loosely into a publication. Most often included with Sunday newspaper editions. Frequency - The number of times people (or homes) are exposed to an advertising message, an advertising campaign, or a specific media vehicle. Also, the period of issuance of a publication - e.g., daily, monthly. See related term Reach. Formula: Reach X Frequency = GRPs (or TRPs). Frequency Discount - A rate of discount allowed an advertiser who purchases a specific schedule within a specific period of time, e.g., six ads within one year. Frequency Distribution - The array of reach according to the level of frequency delivered to each group. Frequency Modulation (FM) - A clear radio signal, without static or fading, that results from adjusting the frequency of the transmitting wave to the originating sound. Frequency" - based on the number of insertions run within a certain length of time. Fringe Area - The outermost reach of a TV station's signal. Fringe Time - See Early Fringe, Late Fringe. Front Cover - The outside front cover of a magazine. Frontispiece - In magazines, the advertising position opposite the opening of the main editorial section. Frontload - A scheduling tactic wherein the bulk of the advertising weight is scheduled in the beginning days or weeks of an advertising campaign. Full Colour - use of three colours, Cyan, Magenta, and Yellow plus Black, which when combined reproduce colour illustrations. Full Disclosure - The verification of TV/radio costs paid for a schedule through the remittance to the advertiser by the buying agent of the station's affidavit of performance and invoice. Full Position - A preferred advertising position adjacent to editorial, which usually has a premium charge. Full Run - Refers to all editions of a newspaper which are distributed within one day. Full Service Agency - An advertising agency which provides multiple services (usually in-house) to an advertiser such as creative, market research, media, etc. Full Showing - The purchase of many or all outdoor bulletins in a specific geographical area for a specific time period. Indicates that 100% of the population in a community will see the advertising at least once. Also, a transit advertising buy which places an advertisement on every bus, train car, etc. Full coverage area [FCA] - a geographical area that encompasses the total reach of the station. Usually expressed in terms of audience reached. GAA - see Gross Average Audience. GRPs - see Gross Rating Points. Gallup and Robinson, Inc. - A market and media research supplier. Gatefold - A print Advertisement that consists of a continuous piece of paper folded to conform to the publication's page size. Often used as an extension of a Magazine cover. Geodemography - The demographic description of people living in specific geographic areas. Golden Oldies - A radio programming format. Grade 1-6 - Television picture quality standard sequentially graded down from 1 to 6: excellent, good, passable, marginal, inferior, unusable. Grade A & B Contours - Areas on a TV station's coverage pattern where the transmission signals should have specific levels of strength according to the FCC. Grandfathering - An exception made for existing enterprises to operate as they have in the past despite new laws or regulations to the contrary; Preferential treatment exhibited by media sellers to long-standing advertisers of that medium as expressed in preferential rates, positioning, etc. Gravure - see Rotogravure. Grid Card - Sliding scale rate card, based on supply and demand Gross Impressions - the total number of people/exposures to a media schedule. i.e. the sum if the gross audience of a schedule. Gross Audience - The number of audience members delivered by a media schedule without regard to duplication. Synonymous with gross impressions. Gross Billing - The cost of advertising with a media vehicle which includes the agency commission. Gross Circulation - The maximum amount of people who pass an outdoor display. Gross Cost - The total cost of a media vehicle or media schedule which includes the commission typically returned to the buying agent. See commission, net cost. Gross Impressions - See Impressions. Gross Impressions - The number of audience members delivered by a media schedule without regard to duplication. Obtained by adding the products of the audiences of each media vehicle used multiplied by the number of uses, or by multiplying the Gross Rating Points by the population. Gross Rating Points (GRPs) - The sum of all ratings delivered by a given list of media vehicles. Although synonymous with TRPs, GRPs gen- erally refer to a "house-hold" base. In out-of-home media, GRPs are synonymous with a Showing. Group Discount - A lower advertising rate given to an advertiser who runs an ad or commercials in a group of publications or TV/radio stations owned by the same company. Guaranteed position - Where a medium guarantees to place and advertisement in a specified position. There is usually a premium charged for this. Guarantees - see Rate Base. Gutter - The innermost margins between two facing pages. Gutter Bleed - To extend an illustration or copy to cover the inside margin (gutter) of a printed page. HDTV - see High Definition TV. HH GRPs - see Gross Rating Points. HHI - see Household Income. HTML - Hyper Text Markup Language. Computer coding used for creating World Wide Web pages. HUT - see Homes Using TV. Half Showing - A transit advertising buy that places an advertisement on every other bus, train car, etc. Half-Page Spread - An advertisement in a magazine or newspaper positioned on either the lower half or the upper half of two facing pages. Hall Magazine Report - Syndicated media research reporting on the number of editorial pages (by category) published by consumer magazines. Hard Interconnect - see Interconnect. Head End - The control center of a cable TV system, where incoming signals are amplified, converted and transmitted to subscribers. Heavy-up - To increase advertising delivery above the average level during a specific period of an extended advertising campaign. Hi-Fi (High Fidelity) - Advertising on a continuous roll of paper that is fed into and becomes a preprinted insert in a newspaper. The com-pleted advertisement, usually run on a heavier-than-newspaper stock and in full color, resembles a wallpaper pattern which can be fed into a newspaper's press. This allows the newspaper to print on the reverse side. Hi-Fi - A color advertisement pre-printed on one side of a continuous roll of smooth coated paper, so that the ad resembles a wallpaper pattern, which can be fed into a newspaper's press. This allows the newspaper to print on the reverse side. Hiatus - A period of non-activity--the period between advertising flights. High Band - The frequency band used in broadcast video tape recorders. High Definition TV (HDTV) - A TV transmission/reception system which has 1,125 lines down the screen as compared with the current U.S. standard of 525 lines. Provides a higher quality, sharper image. High Spot Bulletin - An outdoor bulletin located at a site which permits opportunities for very high levels of exposure. High Spotting - The placement of radio spots in specific hour segments rather than in broader daypart segments -e.g., placement in 7-8 a.m. as opposed to morning drive time (6-10 a.m.). This technique could produce a higher average rating within the day part than if spots are rotated throughout the daypart. Hitchhike - A brief commercial mention at the end or immediately after the sponsor's final commercial in a broadcast program. Hold - A type of order that is a non-binding, verbal contract between the buyer (on behalf of the advertiser) and the network sales person prior to making a binding order. Holding Power - The ability of a TV program/episode to retain audience throughout the length of its telecast, expressed as a percentage. Holdover Audience - The portion of a TV program's audience that viewed programming on the same channel during the immediately prior time slot. Homes Passed - The number of homes that have cable TV readily available due to the feeder lines already in place within close proximity of the homes, which might or might not have necessarily hooked up to receive cable TV. Homes Using TV (HUT) - The percentage of homes using (tuned in to) TV at a particular time. Homes Using TV (HUT) - The percentage of homes using (tuned into) TV at a particular time. See related terms PUT, PUR, Rating, Share. For example, if a TV program has a 50(%) HUT and a 10(%) share, its rating is 5(%): HUT X Share = Rating. Horizontal Cume - The cumulative audience rating for two or more programs in the same time period on different days. Horizontal Half Page - A unit size in a magazine or newspaper positioned either on the lower or upper half of a page. Horizontal Publication - A trade magazine. Horizontal Rotation - The rotation of commercial messages on a TV/radio station during the same time period on different days of the week or month. Also called Horizontal Saturation. Horizontal Saturation - see Horizontal Rotation. House Agency - The advertising agency owned by an advertiser and usually physically located within the advertiser's offices. Household Audience - A tabulation of the number of households in which at least one member viewed TV during a specified time period. The household member can be anyone aged two years and older. Household Income (HHI) - The annual income of a household, or average annual income of a group of households. Households Using TV - see Homes Using TV. Housewife Time (Archaic) - Referred to the daytime radio daypart (10 a.m.-3 p.m.), which had proportionately far more female than male listeners. Hub - A secondary cable headend. IBC - see Inside Back Cover. ID - see Identification. IFC - see Inside Front Cover. INTV - Independent Television (Stations). An organization formed to promote non-network affiliated stations. Originated as a sales and marketing organization, and in recent years has focused primarily on regulatory issues. IOA - Institute of Outdoor Advertising. IP - see Independent Prime; Immediately Preemptible. ISCI Code - Acronym for International Standard Commercial Identification. The first two letters in the four letter code are uniform for each advertiser or agency. The following two letters and a number sequence serve to differentiate various commercial executions. ISDN - see Integrated Services Digital Network. IVDS Band - A minute portion of the radio spectrum (218-219 megahertz) set aside by the FCC for the purpose of carrying signals for Interactive Video Data Service. Illuminated Panel - In out-of-home media, a lit poster panel or bulletin. Imagery Transfer - The hoped for recollection of the visual elements of a TV commercial after a consumer hears only the audio elements in a radio commercial. Immediately Preemptible (IP) - A TV spot purchased with the full understanding that it can be canceled by the station without prior notification to the buyer. Imported Signal - A broadcast signal from outside the local area transmitted to subscribers by a cable TV system - e.g., reception in Los Angeles of WGN/Chicago. Impressions - The gross sum of all media exposures (numbers of people or homes) without regard to duplication. See Gross Impressions. In-Flight Publication - A magazine published for or by an airline that is distributed free of charge to passengers. In-Home Readers - People who read a magazine or newspaper in their own home. In-House Agency - An advertising agency (or equivalent resource) operating usually within an advertiser's offices and owned by the advertiser. In-Tab Sample - The number of completed interviews or diaries used by research companies to create audience estimates. Independent Prime - TV spots purchased on independent stations during primetime. Independent Station - A broadcast station not affiliated with a network. Index - A number indicating change in magnitude relative to the mag-nitude of some other number (the base) taken as representing 100. A 110 index indicates a 10 percent positive change in magnitude; a 90 index a 10 percent negative change. Indicia - A page within a publication containing the name, issue date, frequency, subscription price, etc. Indy - see Independent Station. Infomercial - A long-form (e.g., 30 minutes) broadcast commercial which provides much more information than can be supplied in a typical 30- or 60-second commercial. Most infomercials contain a direct- response mechanism -e.g., an 800 telephone number. Information Superhighway - The integration of television, radio, computers, telephones, fax machines, etc., which combined with other technological advances, such as fiber optics and digital compression, is changing the transmission and reception of video, audio and data. Interactivity is the cornerstone of the concept. Inherited Audience - The carry-over audience from one program to another (scheduled consecutively) on the same station. Insert - An advertisement printed separately from a publication that is either bound into the publication or loosely inserted. See Freestanding Insert. Insertion - An ad placement in a print vehicle. Insertion Order - The form or document sent to a publication that con-tains information relating to an ad's placement--i.e., its size, rate, frequency, date, etc. Insertion Order - The form or document sent to a publication that contains information relating to an ad's placement - i.e., its size, rate, frequency, date, etc. Inside Back Cover (IBC) - An advertising position within a magazine. Also called the Third Cover. Inside Front Cover (IFC) - The first inside page position within a magazine. Also called the Second Cover. Institutional Advertising - see Corporate Advertising. Integrated Services Digital Network (ISDN) - A digital-based (as opposed to analog-based) network that uses fiber optic or copper wire, allowing simultaneous transmission of computer data, voice and fax transmission on a single line. Allows more data to to be transmitted at a given time--up to 64,000 bits of data per line per second. Integration Cost - The payment charged by a broadcast network to "inte- grate" a commercial announcement into a program. Interactive Cable - A two-way communications system which allows the cable TV viewer to respond (interact) to what is being telecast via an electronic device (e.g., a remote control). Interactive Media - Media forms (e.g., TV and personal computers) which allow the consumer to electronically manipulate and/or respond to video/audio/text being transmitted to the consumer. Interactive Video Data Service (IVDS) - An interactive TV system that uses radio signals (see IVDS Band) to transmit data to and from subscribers' homes. The service uses a set-top box that provides a graphic overlay of messages over ordinary broadcast or cable programming, and which allows the viewer to respond (e.g., order an advertised product, play along with a quiz show) using a remote control. Interconnect - Two or more cable systems which are linked together to air commercials simultaneously (if possible). A "hard" or "true" interconnect is linked by cable or microwave. A "soft" interconnect is a group of systems with an agreement to insert commercials into programs or time periods. Interim Statement - A sworn circulation statement issued to the A.B.C. at a time in between the normal bi-annual reporting periods, by the publisher of a magazine or newspaper at the publisher's option. Island - The positioning of an advertisement in the centre of the page and surrounding it with editorial. Isolated 30 - A 30-second TV commercial surrounded by programming. Issue Date - The date a publication begins its distribution to readers, which usually precedes the cover date. Issue Life - The length of time it takes a magazine to be read by the maximum measurable audience. JS Source This resource is (c) 1993 by NTC Books, and is excerpted from "Introduction To Advertising Media" by Jim Surmanek. http://www.smartbiz.com/sbs/arts/iam13.htm Jargon - A specialized language used by people within a given industry - i.e., the words in this glossary. Junior Page - An ad size unit in a magazine or newspaper which is smaller than a full page and is surrounded only by editorial matter. Junior Panel - A scaled-down version of a 30-sheet poster (usually 5' x 11'). Junior Spread - Two facing junior pages. Keyline - See Mechanical. Kiosk - A free-standing display of different sizes having three or four sides on which back lit advertisements are shown. Usually found in airports, train stations, malls, etc. LF - see Late Fringe. LMA - see Local Marketing Agreements. LN - see Late News. LNA (Leading National Advertisers) - A media research supplier report-ing on advertising volume by medium by advertiser brand or service. LNA - see Leading National Advertisers. LOH - see Lady of House. LPTV - see Low Power TV. LTC (Last Telecast) - Refers to the final (last) telecast of a program or an advertising flight or commercial schedule. Lady of the House (Archaic) - A term used in Nielsen's reports that referred to the female head of the household. Late Fringe - A TV daypart that follows Primetime, usually 11:00 p.m.-1:00 a.m. EST. (or later). Late News - A TV news program airing in the late evening, usually between Prime and Late Fringe. Layout - The design for this advertisement showing the positions of various elements (Heading, Body copy, Illustration, Signature) Leader - A line of dots, dashes, or stars intended to lead the eye to important facts and figures. Lead Time - The amount of time between the start of making a TV/radio buy and the on-air date. Lead-in/Lead-out - A program preceding/following the time period of the program being analyzed. Leading National Advertisers (LNA) - A media research supplier reporting on advertising volume by medium by advertiser brand or service. Leased Access - A public access cable system channel for which programmers pay a nominal fee for use and are thereby permitted to sell commercial time in their programming. Leased Channel - A cable system channel which the system has leased to a third party for that party's use. Letterpress - Printing from type or plates with a raised surface. See Offset, Lithography, Rotogravure. Lifestyle - Pertains to the nondemographic characteristics of people in describing their behavior (e.g., recreational habits). See Psycho- graphics. Line - see Agate Line. Line Network - Now called TV network; was based on transmission of TV signals over telephone lines from one station to the next. Line rate - The advertising rate charged by print media for one agate line. Line-up - The listing of stations carrying a radio or TV program. Lineage - The number of agate lines of space occupied by one advertisement or a series of advertisements. Liner - A :10 to :20 pre-recorded or live on-air mention of an advertised product/service, usually tied to a promotion. Lineup - see Station Lineup. Lithography - Printing from a (usually) zinc or aluminum plate on which the print or design has been made in soapy ink or grease pencil (or equivalent). See Letterpress, Offset, Rotogravure. Little America (or Little U.S.) - A method for simulating a test media plan in a test market whereby the test market(s) receives the average advertising weight of all markets combined in the national media plan. Live Feed - Simultaneous carrying by TV/radio stations of a "live" feed (as opposed to taped or delayed) program and/or commercial from one network origination point. Live Tag - A short message (usually about 5-seconds) added to the end of a commercial. Lloyd Hall - see Hall Magazine Report. Local Advertiser - Businesses or nonprofit organizations who advertise in local media that serve the community in which the businesses or organizations are located. Local Cable - Broadcast and cable originated TV programming delivered within the geographic area covered by a cable system. There are approximately 11,000 local cable systems in the U.S. Local Channel Station - Broadcast station licensed by the FCC to broadcast within a limited area - e.g., a college radio or TV station. Local Cut-Ins - see Cut-In. Local Marketing Agreement (LMA) - The agreement of two or more stations in the same market to have one entity (e.g., a sales representative company) sell commercial time on the stations as a combination buy. An LMA is generally a precursor to the station becoming a Duopoly or Triopoly. Local Media - Advertising media whose audiences are primarily within the locality of the media. See also National Media. Local Newspapers - see Local Media. Local Origination Programming - TV programming produced by or under the control of a local cable system. Local Program - A broadcast program that originates from a local station. Local Rate - Discounted advertising rates offered to local advertisers by the local media. Locally Edited Supplement - A Sunday magazine newspaper supplement owned and edited by the newspaper distributing it - e.g., The New York Times Magazine. Log - A chronological listing created by TV/radio stations and networks of programs and commercials showing exact air times of each element. Loss Leader - Item advertised at a substantial discount (often below cost) to draw traffic to a store. Low Power TV (LPTV) - A TV service licensed by the FCC to broadcast a single, over the air signal of low power to a small geographic area. These stations operate on existing VHF and UHF bands and can originate programming - either pay TV, advertiser support, or non- commercial -- or retransmit the signal of a consenting station MMG - Media Market Guide. - A media research supplier that reports on the average cost of TV and radio advertising. MOR - see Middle of the Road. MPA - Magazine Publishers Association. MPA - Magazine Publishers of America. An industry organization representing member magazine publishers and their publications. MPX - see Magazine Page Exposure. MRI - see Mediamark Research Inc. MSA - see Metropolitan Statistical Area. MSO - see Multi-System Operator. Magazine - A publication issued periodically. It contains articles, short stories, interviews, photographs, etc. Magazine Coupons - A printed coupon that appears in a magazine ad. Magazine Format - Organization of a TV program into different features, each with its own story, similar to the way a magazine is organ-ized. Magazine Group - Two or more magazines published by the same publisher which are sold in combination, usually at a lower price than the sum cost of each of the publications. Magazine Page Exposure (MPX) - Used by Mediamark Research Inc. as a measure of how frequently readers look at an average page in a magazine. Magazine Supplement - see Newspaper Distributed Magazine. Makegood - In broadcast, a commercial position offered in lieu of an announcement which was (or will be) missed due to either station error, preemption by another advertiser, or movement of the program purchased from one time slot to another. In print, the free repeat of an advertisement to compensate for the publication's error in the original insertion. Makeup - The arrangement or layout of advertising and editorial matter on a page or in an issue. Mark-Up - The amount of money (or percentage) added to cost to cover overhead and profit - e.g., a 17.65% mark-up on the net production cost for a TV commercial yields a 15% commission on the gross cost. Mass Magazine - A general interest magazine with mass appeal. Mass Media - All advertising media which have general (mass) appeal. Masthead - The title of a newspaper displayed at the top of the front page. Also, the section of a magazine or newspaper which details the title and address of the publication along with the publisher, staff, etc. Mat - The paper mold used to duplicate newspaper ads, made from the original engraving. Material Close - The last date a publication allows receipt of creative material (e.g., a mechanical) for insertion of advertising in a specific issue. Materials - The creative material (e.g., a mechanical) needed by a publication in order to print an advertisement. Maximizer Run - Previously called "AID Run". A report generated by Arbitron showing custom demographic, geographic or daypart audience delivery data not commonly reported in the typical ratings report. Mean - The sum of all items divided by the number of items. Commonly called "average." See also Median, Mode. Mechanical - A camera-ready paste-up of artwork. Includes type, photography, and artwork or line art, all on one piece of artboard. Also known as a Keyline. Mechanical Requirements - The information and instructions regarding the physical aspects of preparing advertising material. Media - The communication vehicles which may or may not contain advertising - e.g., TV, radio, magazines, newspapers, etc. Media Audit - A media research supplier which reports on local media and product/service consumption levels. Media Imperatives - A unique system developed by Simmons Market Research Bureau to evaluate the extent to which one media complements another in combined ability to target audiences. Media Mix - The use of two or more media forms, e.g., TV and magazines or radio, outdoor, and newspapers. MediaWatch - A media research supplier that reports on advertiser's usage and expenditure levels in TV. Name changed from BAR - Broadcast Advertisers Report. Mediamark Research Inc. (MRI) - A media research supplier that reports on media and product/service consumption patterns. Median - The middle number in a sequence of numbers. See also Mean, Mode. Merchandising - Promotional activities that complement advertising and are provided free or at a nominal charge by media purchased for advertising. Merchandising Service - Any publication service that increases the effectiveness of advertising by translating it into advantages for dealers, retailers and salesmen and by projecting the advertiser's message beyond the publication's usual circulation channels. Metered Market - A television market (DMA) in which Nielsen attaches an electronic meter to all TV sets in sample households in order to measure HUT, rating and share. Metro Area - A geographic area defined by the U.S. Government's Office of Management and Budget. Also called a Standard Metropolitan Statis- tical Area (SMSA). Microwave - That part of the radio spectrum above 500 Megahertz (short wave length) used for point-to-point communications where line of sight communications is possible or necessary. Middle of the Road (MOR) - A radio programming format that appeals to an older demographic. The type of music is big band/nostalgia/very soft hits. Milline Rate (Archaic) - The cost of an agate line multiplied by 1 million and divided by the circulation of a newspaper. Minimum Depth - The minimum amount of space in a newspaper an advertiser is required to run. In general, an ad must be 1" high for every column it is wide. Minute-by-Minute Profile - Audience flow analysis used to study audience gains and losses during specific minutes of a program. Mode - The number occurring most frequently in a sequence of numbers. See Mean, Median. Monroe Mendelsohn - A media research supplier that reports on media and product/service consumption patterns. Morning Drive (AM Drive) - A radio daypart, generally 6-10 a.m. Multi-Point Distribution System (MDS) - An FCC-authorized common carrier service for short distances (under 25 miles). Line of sight transmission of a single channel of TV programming to selected locations. Multi-Set Household - A household with more than one TV set. Multimedia - An advertising campaign that uses more than one medium. Multimedia Buys - The purchase of advertising in more than one medium owned by a media supplier, or by media suppliers who have a coopera-tive agreement. Multi-media buys can encompass multiple media vehicles within a media form (e.g., several magazines) Multiple System Operator (MSO) - A company that owns more than one cable system. Must-Carry Rule - An FCC rule requiring cable systems to carry all local (home market) broadcast signals. NAB - National Association of Broadcasters. Also, Newspaper Adver-tising Bureau. NAB Code (Archaic) - A code followed by nearly all broadcasters which dealt with programming and advertising standards, such as how many commercial minutes and program interruptions per hour a TV station or network should have. Code was disbanded in 1982. NAC - see New Adult Contemporary. NETCOSTS - A media research report showing the industry costs paid for national TV advertising. NSI - see Nielsen Station Index. Narrowband - A communication system capable of carrying frequencies for audio, but not visual transmission. Narrowcasting - Used to describe special interest programming which is designed for small, select audiences. National Association of Broadcasters (NAB) - An organization representing member broadcasters. National Audience Demographics (NAD) - An A.C. Nielsen report published 5 times per year that provides national audience demographic data by program and time period. National Cable Television Association (NCTA) - An industry organization representing member cable TV networks, operators and programmers. National Media - Advertising media whose audiences are nationwide - e.g., network TV, network radio, full-run editions of national magazines, etc. See also Local Media. National Rate of Spending - The level of spending in a market or group of markets projected to reflect how much it would cost to buy the same schedule on a national basis. To calculate, divide market spending by percent population - e.g., a $30,000 plan in 10% of the country will equate to a national rate of spending of $300,000. Near Video on Demand (NVOD) - Capability of receiving movies or other programming fare via cable TV or DBS near the time a consumer wishes to view a program - e.g., within 15 minutes of the desired time. Net - The unduplicated audience delivery - i.e., reach; the amount of payment due to a media supplier (e.g., a TV station) for running advertising, as opposed to the "gross" amount billed to an advertiser. Net Paid Circulation - The circulation of a magazine or newspaper accounted for by copies paid for either through single-copy newsstand sales or through subscription. Network - A broadcast entity that provides programming and sells commercial time in programs aired nationally via affiliated and/or licensed local stations - e.g., ABC television network, ESPN cable network, Mutual radio network. Network Feed - Transmission of network programming to stations which are affiliated with the network. The feed may be aired live or taped for a later broadcast. New Adult Contemporary - A radio programming format. New Age/Jazz - A radio programming format. News - A radio programming format. News/Talk - A radio programming format. Newspaper Advertising Bureau estimates readership as circulation multiplied by 2.3 readers per copy. Newspaper Association of America (NAA) - An organization representing member newspapers. Newspaper Designated Market - The geographic area in which the publisher believes the newspaper has its greatest strength. Newspaper Distributed Magazine - A magazine format publication distributed (usually) in the Sunday edition of local newspapers and carried as a supplement to the newspaper. Also called Supps. Newsstand Circulation - Copies of a publication which are sold and purchased at outlets (such as newsstands) selling single copies. Niche... Marketing, Markets, Media - Any marketing effort targeted to a highly selective (non-mass) group of consumers (markets) using media directed to this group. Nielsen County Size Groups - Designation of all U.S. counties into one of four categories as defined by A.C. Nielsen based on population density and labor force concentration. Commonly referred to as A, B, C and D counties. Based on 1990 Census household counts, "A," counties are those within the 21 largest Metropolitan Statistical Areas; "B," those with 85,000 or more population; "C," those with 20,000 or more population; "D," all remaining counties. Nielsen Station Index (NSI) - Reports issued by A.C. Nielsen that provide total audience measurements for individual programs and time periods in individual TV markets. Nielsen Television Index (NTI) - Reports issued by A.C. Nielsen that provide national audience measurements for all network programs. Nielsen, A.C. - A media research supplier. Nielsen, A.C. - A research supplier that (within its media service) reports on audience levels of TV stations and networks - i.e., ratings, etc. Night Run - Spots which are ordered to only run at night. No-Charge Spots - A TV/radio spot given to an advertiser at no cost, usually as part of a paid advertising schedule. Non-Disclosure - The practice of masking costs shown on a TV/radio station invoice prior to issuance to the advertiser. Non-Duplication Rule - see Cable Non-Duplication Rule. Nostalgia/Big Band - A radio programming format. Noted - A term used in Starch Scores which refers to the percent of readers who remember seeing an ad. O & O - A station Owned and Operated by a broadcast network. OAAA - Outdoor Advertising Association of America. OES - Optimum Effective Scheduling of radio commercials for effective balance of message frequency and reach of station's audience. The number of commercials it takes to reach at least 50% of the station's cume audience (of the selected demo) with an average frequency of three or more times each. OTO - see One Time Only. OVRS - see Outdoor Visibility Rating System. Objectives, Media - The stated goals of a media plan in delivering advertising messages to media audiences, such as defining who the target audience is, how many of them should be reached and at what frequency level, when advertising should air and in which geographic areas, etc. Off Card - A negotiated advertising rate not listed in a rate card. Off-Network Syndication - Network programs which originally ran (usually) in primetime and are sold as reruns in the syndication market. Offset - Printing on a surface (such as paper) by putting the surface in contact with another surface which has been freshly inked. See Letterpress, Lithography, Rotogravure. On Air - The first date of a scheduled TV/radio advertising campaign. On-Line Services - A software service, offered to consumers with PC and interface capabilities, which links customers to information, programs and entertainment via computer networks available worldwide. On-Sale Date - The date a magazine issue is physically available for sale - generally precedes the cover date. One Color (1C) - The addition of one basic color to a black/white advertisement. One Sheet - An outdoor advertisement usually measuring 2'x4'. One Time Rate - see Open Rate. One-Time-Only (OTO) - A commercial or program which airs only once. Only Only Both - A display of audience reach for those receiving only medium A, only medium B and both A and B. Formula: Combined reach of A+B minus only A = reach of only B; Combined reach of A+B minus reach of only B = reach of only A; Combined reach of A+B minus [only A + only B] = reach of both A and B. Op-ed - An advertising position opposite a newspaper's editorial page. Open End Co-Op - see Unlimited Co-op. Open Rate - The maximum rate charged by a magazine or newspaper; its rate for one insertion. Open-End - A broadcast that leaves the commercial spots blank to be filled in locally. Open-End Diary - A self administered research diary which does not have prompting aids to help the respondent fill-in specific product/service names, TV/radio programs, magazine titles, etc. Opening Billboard (OBB) - A short (usually five seconds) commercial at the beginning of a TV/radio program which (usually) identifies a sponsor of the program - e.g., "This program is brought to you by..." Opportunistic Buy - A purchase of one or more media vehicles, generally made immediately prior to air-date (or closing date), which usually costs less than if purchased well in advance. Commonly offered to advertisers at a discount in order for the medium to fill a void. Orbit - In TV, a type of modified ROS schedule, where spots rotate within a given number of adjacencies - e.g., primetime orbit consisting of Monday, 8:30, Tuesday, 9:00, Friday, 10:30. Out-of-Home Media - Those media meant to be consumed only outside of one's home, e.g., outdoor, transit, in-store media. Out-of-Home Readers - People who read a magazine someplace other than in their own home. Outdoor Advertising Association of America (OAAA) - An industry organization representing out-of-home media owners, plant operators and advertising salespeople. Outdoor Visibility Rating System (OVRS) - A system of grading a poster panel's "visibility" potential. Outside Back Cover - see Back Cover. Over run - Copies printed in excess of circulation requirements Page 3 - A coveted position typically occupied by the largest display advertiser. Overnight - Radio spots airing between midnight and approximately dawn; TV spots airing between 1 a.m. and approximately dawn. Overnights - A Nielsen report which provides daily household ratings for selected markets. P4C, P4CB - see Page Four Color Bleed. PA - see Prime Access. PIB (Publishers Information Bureau) - A media research supplier re-porting on print advertising volume (vehicle, space, cost) by adver-tiser brand or service. PICA - A unit of measurement in print media. There are six picas to an inch. PMA - see Primary Market Area. PMSA - see Primary Metropolitan Statistical Area. POP - see Point of Purchase Display. PRIZM - A geodemographic clustering system. PSA - Public Service Announcement. Usually provided free of charge by media for non profit organizations. PUR - The percentage of People Using Radio at a particular time. PUT - The percentage of People Using TV at a particular time. Identical to PVT, People Viewing TV. Package - A group of TV/radio spots offered for sale together at a lower price than spots that are sold individually. Package Plan - A combination of spots offered to advertisers from networks or stations at a special price. Page Four Color Bleed (P4CB) - A full page advertising space unit which is printed in four colors and which "bleeds." See Bleed. Paid Circulation - Reported by the A.B.C., a classification of subscriptions or purchases of a magazine or newspaper, based upon payment in accordance with standards set by the A.B.C. Paint Out - see Blank Out. Painted Bulletin (Paint) - An outdoor advertising structure on which advertising is either painted directly or preprinted on special vinyl and affixed to the structure. Panel - Generally a "poster" panel - one outdoor or transit advertising unit. Paper Buy - A TV/radio schedule specifying all details (e.g., station program, time, cost, audience delivery) but which has yet to be booked with the station(s). Participating Program - A TV program sponsored by a number of noncompetitive advertisers. Participating Sponsor - An advertiser whose commercial(s) airs in a participating program. Participation - A commercial that appears in-program, as opposed to between programs during a "break." Participation (Archaic) - A commercial that appears in-program, as opposed to between programs during a "break." Also refers to the percentage of reimbursement a co-op advertising program offers. Pass-Along Readers - Readers of a publication who are not primary readers. Also called Secondary Readers. Pay Cable - a premium program service that cable subscribers may purchase in addition to the basic service. Offers movies, sports, mini- documentaries, and special interest programming usually available on commercial television. No commercials are accepted. Pay-Per-View (PPV) - A telecast, usually of a special event, for which subscribers pay a one-time fee to view. Pending Client Approval - A TV/radio schedule booked with a station(s), components of which are subject to change based on the advertiser's final approval. Penetration - Ratio of a particular newspaper's circulation to the number of households in a specified geographical area. People Meter - An electronic device connected to a TV set by A.C. Nielsen which allows the measurement of audiences tuned to a specific program. The respondents in the survey households are assigned buttons (one on the set-top unit and a corresponding one on a remote control device) which are used to log-in who in the household is viewing at that time. Demographic data for each respondent is collected by Nielsen in advance of the hook-up. People Using Radio (PUR) - The percentage of people using (listening to) radio at a particular time. See related terms Rating, Share. For example, if a radio program has a 50(%) PUR and a 10(%) share, its rating is 5(%): PUR X Share = Rating. Per Inquiry (PI) - A figure used to evaluate the relative performance of inquiries received as a result of advertising - e.g., the advertising cost per inquiry, or the cost charged by the media supplier for each inquiry received. An inquiry could be, for Perfect Binding - The process of binding pages (e.g., for a magazine) that uses glue rather than staples or stitching and results in flat edge which is at a 90 degree angle to the front and back covers. Permanent (Display or Bulletin) - An outdoor bulletin at a specific location--that is, the bulletin is not rotated to other locations. See Rotary Display. Pica - a printers measure equal to 1/6 of an inch. Pick-up Discount - Substantial discount (25% and higher) offered to advertisers who run the same ad on consecutive days. Discount increases with the number of consecutive issues. Pick-up Rate - see Repeat Rate. Piggy-Back - In broadcast, refers to two completely separate commercials for two different products (but same advertiser) which are combined within a single announcement - e.g., a :30/:30. Plant - The total number of outdoor structures under a single owner-ship in a city. Plant Capacity - The total number of panels or bulletins available in an outdoor plant. Plant Operator - The owner of an outdoor advertising company in a cer-tain city or area. Pocketpiece - An A.C. Nielsen report published weekly providing audience data for all network TV programs. Pod - A grouping of commercials and nonprogram material in which (usually) more than one advertiser's commercials air. Also referred to as a "commercial interruption" or "commercial break," but airing in- program. Pod Position - The specific position a commercial has within a pod - i.e., 1st position, 2nd position, etc. Point - The basic unit of measurement of type size - 8pt, 10pt etc. There are 72 points to the inch. Point-of-Purchase Display (POP) - An advertising display at the place where consumers purchase goods or services (e.g., counter card at a retail outlet). Polybag - A polyethylene bag used to deliver newspapers or direct mail. Advertisements can be printed on polybags, or inserted between the bag and the publication. Pop-up Coupon - A perforated coupon bound into a publication. Also called a Bind-in Card or Tip-in. Porta-Panel - A mobile poster panel that is wheeled to a given loca-tion (e.g., a supermarket parking lot). Position - The place within a publication where an advertisement appears. See also Pod Position. Position Request - A request made by an advertiser or its buying agent to be positioned in a specific location within a magazine or newspaper. Positioning - see Position. Post Analysis - An analysis of a media schedule after it runs - generally based on physical evidence of its running (broadcast station affidavit of performance, magazine tearsheets, etc.) and incorporating audience delivery estimates in effect at the time the schedule ran. Post-Expiration Copies - See Arrears. Post-Ride - An in-market field check of approved poster locations with copy in place. Poster Panel - An outdoor advertising structure on which a preprinted advertisement is displayed. Also referred to as a 30 Sheet Poster because it is the size of 30 one sheet posters - i.e., 10' 5" x 22' 8". Posting - The act of placing or painting an advertisement on any kind of outdoor or transit advertising unit. Posting Date - The first day that an outdoor advertisement is displayed. Pre-Post - Conducting a post-analysis type analysis for a future TV purchase in which a program's share of audience (as listed in the latest available rating report) is multiplied by the HUT/PUT levels (for the same period as the planned program, but one year earlier) to yield an estimate of future rating delivery. Pre-Ride - An in-market fieldcheck of available panels or bulletins to determine specific locations to be included in a scheduled showing. Preempt - see Preemption. Preemptible Rate - A generally lower cost paid for a broadcast commercial unit which gives the broadcaster the right to preempt the spot and sell it to another advertiser at a higher price. See Immediately Preemptible. Preemption - The displacement of a regularly scheduled program or commercial announcement, on a broadcast facility, by the station or network. Preferred Position - The opposite of ROP, these print advertisements are scheduled in specific positions as agreed by the advertiser and the publication. They sometimes command a premium price. Preprint - Usually reproduction of an advertisement that is printed in vivid, high quality, full colour rotogravure. It is printed in advance of insertion date and shipped in row form to Newspaper, which then inserts the preprinted ads during its regular print run. Preprinted Insert - An advertisement printed by the advertiser and supplied to a publication in which it is inserted for distribution to media audiences. Press Run - Total number of copies printed. Always exceeds paid circulation. Primary Market Area - A geographic area defined by a newspaper in which the publisher believes the newspaper has its greatest strength. Primary Metropolitan Statistical Area (PMSA) - A Metropolitan Statistical Area (MSA), or a combination of merged MSAs, which have at least one million population. Primary Readers - Readers who purchased a magazine or who are members of a household where the publication is purchased. Prime Access - A TV daypart immediately preceding primetime in which local stations were originally charged by the FCC to broadcast pro-grams in the interest of the local community, but which now contains various local or syndicated programs. Generally, Prime Access Rule - An FCC rule prohibiting all network affiliated TV stations in the top 50 U.S. markets from carrying more than three hours of network programming between 7 and11 p.m. This led to the creation of the Prime Access daypart. Primetime - In broadcast, the general reference is to that time period which attracts the most viewers or listeners. Specifically, in TV, generally 8:00-11:00 p.m. EST Monday through Saturday and 7:30- 11:00 p.m. EST Sunday; in radio, generally 6:00-10:00 (a.k.a. Morning Drive) and 3-7 PM. (a.k.a. Afternoon Drive). Print Media - Refers to all magazines, newspapers, newsletters, pamphlets and any printed publication which contain advertising. Product Protection - The separation of commercials or advertisements among competitive brands. Professional Magazine - see Trade Magazine. Profile - The demographic and/or lifestyle characteristics of a medium's audience. Progressive Rock - A radio programming format. Projection - The estimate of a total population count which exhibits certain characteristics (e.g., views a specific TV program, purchases a certain product, etc.) based on a sampling of the population. Promo - see Promotion. Promotion - Any consumer incentive or event, such as discount, contest, premium, or celebrity appearance to add sizzle to an advertising campaign. Promotion - Activities, materials, devices and techniques used to supplement the advertising and marketing efforts and help coordinate the advertising and marketing efforts with the overall selling effort. Prorate - To distribute or divide proportionately. Psychographics - Pertains to the identification of personality char- acteristics and attitudes that affect a person's lifestyle and pur- chasing behavior. see LifeStyle Public Access - A channel reserved for a community, containing programming for and by that community without stipulations on content. Open to the public on a first-come, first-serve basis by the station. Public Service Announcement (PSA) - A commercial which promotes programs, activities or services regarded as servicing community interests. PSAs are mostly carried by stations free of charge. Publication - Any published material - e.g., magazines, newspapers, etc. Publisher's Statement - A notarized document made by the publisher stating the magazine's or newspaper's total circulation (and related data). See Audit Bureau of Circulation, Audit Report. Publishers Information Bureau (PIB) - A media research report listing an advertiser's use and dollar investments by magazine. Pulsing - A fighting technique that calls for either a continuous base of support augmented by intermittent bursts of heavy pressure, or an on-off-on-off pattern (e.g., one week on, one week off). Purchase Cycle - The typical period of time which elapses between purchases of a specific type of product, - e.g., the purchase cycle of detergent. Qualified Circulation - see Circulation. Qualitative Research - Research based on the quality, type or components of a group, substance or mixture, whose methods are applied to advertising audience research in order to determine the quality of audience responses to advertising. Quantitative Research - Research based on the measurement of quantity or amount, applied to advertising audience research to develop actual numbers of audience members in order to accurately measure market situations. Quantity Discount - see Volume Discount. Quarter Hour Cume - The reach of a TV/radio program/station during a 15- minute airing. Quarter Showing - A transit advertising buy which places an advertisement on every fourth bus, train car, etc. Quartile - Refers to one fourth of a group. Quintile - Refers to one-fifth of a group. Quintile Distribution - A display of frequency (or related data) among audiences grouped into equal fifths, such as a display showing those most heavily exposed (highest frequency) to an advertising schedule down to those least exposed. RAB - Radio Advertising Bureau. RADAR - Radio All Dimension Audience Research, issued by Statistical Research Inc., which reports national radio audiences. RER - see Radio Expenditures Reports. ROI (Return On Investment) - Generally refers to the advertiser's desire to have a return on the advertising funds invested in media. ROP Run-of-Press or Run-of-Paper - A position request to run an advertisement anywhere (unspecified) in the publication. Also commonly used to describe any form of newspaper advertising. ROS Run-of-Station - A tactic used in broadcast media whereby commer-cials are scheduled throughout the day and night at the discretion of the station or network, as opposed to time periods designated by the advertiser. RPC - see Readers-Per-Copy. Radio Advertising Bureau (RAB) - An industry organization which represents commercial radio stations and promotes their use by advertisers. Radio Expenditures Reports - A research service which reports advertiser expenditure data for radio, for each of the top 150 U.S. markets, as supplied by radio sales representative firms. Radio Station Classifications - Classification determined by the FCC which categorizes radio stations by frequency and power restrictions. Radio Time Periods - The time periods which are measured by Arbitron. See AM Drive, Daytime, PM Drive, Evening, Overnight. Random Combination - A mathematical formula for estimating the reach of two or more media. Random Combination - A mathematical formula for obtaining audience reach for two media forms used in an advertising campaign: Combined reach = 100% minus [100% minus reach of medium A] x [100% minus reach of medium B]. Ranker - A computer-generated report showing a selected demographic audience of each radio station in a market ranked from highest to lowest. Rate - The cost of an advertisement. Also the magnitude of change from a base, such as the rate of cost increases. Rate Base - The circulation of a print vehicle upon which advertising space rates are based; it may or may not be guaranteed by the publi-sher. Rate Card - A pamphlet, brochure, or single sheet of paper which states the costs for advertising on or in an advertising vehicle plus other pertinent information relating to the vehicle - e.g., circulation, mechanical requirements, etc. Rate Differential - The difference between national and local newspaper advertising rates. Rate Holder (Archaic) - A unit of space or time, usually small, that is used to maintain or establish a contractual agreement over a period of time. Rate Protection - The period in which an advertiser's rate is protected from any increases. Rating - The percentage of a given population group consuming a medium at a particular moment. Generally used for broadcast media, but can be used for any medium. For example, to say that a TV program had a 10 rating of Adults 18-49 is to say that 10% of the Adult 18-49 population viewed the average minute of the program. See related terms HUT, PUT, PUR, PVT, Share, GRPs, TRPs. For example, if a TV program has a 50(%) PUT and a 10(%) share, its rating is 5(%): PUT X Share = Rating. Rating Services - Syndicated media research suppliers which report audience levels for the different media. Reach - The number or percentage of a population group exposed to a media schedule within a given period of time. For example, to say that a media schedule will produce a 50 reach is to say that 50% (of the defined population group) will be exposed to one or more advertising messages. See related term Frequency. Formula: Reach X Frequency = GRPs (or TRPs). Reach Curve - The graphical display of reach accumulation as additional TRPs are added to a media schedule. The curve is generally depicted within a graph where the horizontal axis iterates progressively higher TRP levels and the vertical axis depicts progressively higher reach levels. Reach and Frequency - There are three factors in any reach/frequency formula: 1)Reach; 2) Frequency; 3) GRP's. Their relationship is expressed in these formulas, with any of the two factors predicting the third: Reach X Frequency = GRP's. Read-Most - A term used in Starch Scores referring to the percent of readers who read the majority of an ad in a magazine or newspaper. Reader Response - Measurement of advertising readership based on information requests, letters received and orders placed as a result of advertisements. Reader Service Card - An insert in a magazine which readers use to request additional information about a product featured in an ad within the magazine. Readers-Per-Copy (RPC) - The number of individuals who read a given copy of a publication - e.g., a magazine with an audience of 10,000,000 people and a circulation of 1,000,000 has 10 readers-per-copy. Readership - The total number of readers of a publication (includes primary and pass-along readers). Also, the percent of audience who recall reading a print advertisement. Reading Days - The average number of days spent reading an average issue of a publication. Reading Time - The average length of time spent reading an average issue of a publication. Rebate - A payment to the advertiser by a medium when the advertising schedule exceeds the contractual commitments originally agreed to and the advertising schedule earns a lower rate. Recent Reading - A research technique to determine the average issue audience of print media. Used, for example, by MRI. Redemption Rate - The percentage of coupons actually turned in. Regional Edition - Editions of a national magazine which are designed for advertisers in a particular geographic location. The edition might have "regionalized" editorial matter. Regional Network Television - The purchase of only one or more geographic regions, but not 100% of the full network line-up of stations. Regional Publication - A magazine focusing its editorial on a specific geographic region of the U.S., and which (usually) restricts distribution to that region. Regional Sports Network - A network of stations which, combined, service a limited geographic area and which have agreed to televise a commercialized sporting event(s). Regular Panel - Any outdoor poster which is not illuminated. Religious - A radio programming format. Remnant Space - In print media, generally magazines, the physical advertising space for that geographic portion of the publication's circulation which is left over (not purchased) as a result of an advertiser purchasing the remaining portion. Remnant space is generally sold at a cost which is less than the original pro-rated cost of a full-run (total circulation) buy. Remotes - Generally restricted to radio - the broadcast of a program from a location other than the normal studio location conducted as a promotional device on behalf of the advertiser - e.g., from a retail store to promote its grand opening. Removals - The names of individuals or companies removed from the mailing list of a publication. Renewals - A subscription which has been renewed prior to or at expiration or within six months thereafter. Rep Firm - A media sales company that represents stations or publications in various markets for national advertising sales. Repaint - Executing of an advertiser's painted bulletin copy subse-quent to the original painting. Repeat - Any rebroadcast of a TV program that has previously aired. All "off-net" programs sold in syndication are repeats. Also called a Rerun. Repeat Rate - Discounted advertising rates earned when ads are repeated within a short period of time (usually between 3 and 10 days) in the same newspaper. Also referred to as a Pick-up Rate. Repeater Station - see Booster Station. Replacement - A substitute for a commercial which did not air. Reprint - A reproduction of a print ad produced after the ad has run in a publication. Retail Rate - A newspaper advertising rate offered to local retailers. Retail Trading Zone - The area surrounding the City Zone from which people came to trade regularly in the City Zone retailers. Defined by the Audit Bureau of Circulations. Return on Investment (ROI) - Generally refers to the advertiser's desire to have a sales return on the advertising funds invested in media. Riding the Boards - A physical inspection in the field of the poster panel or bulletins that comprise a showing. Right of First Refusal - An agreement (sometimes contractual) between an advertiser and a media vehicle which offers an advertiser, who is considering to buy advertising in the vehicle, one last notification that the specific advertising unit or schedule being considered will be purchased by another advertiser should the first advertiser refuse to buy it. Roadblock - A scheduling device used with broadcast media to increase reach at a given point in time - e.g., scheduling a commercial on all local market stations at 9 p.m. The tactic is meant to "block" the viewer from avoiding the commercial regardless of which station is tuned. Roll-Out - A marketing procedure where advertising is progressively expanded into more geographic areas over time. Generally used for new product introductions. Rolling Billboard - A form of outdoor advertising consisting of a truck that can electronically produce digital messages on its exterior or that carries a printed billboard on its exterior. Rome Report - A media research report showing advertising expenditure data for trade publications. Rotary Display - An option for purchasing painted bulletins whereby the display face is periodically rotated to new locations, as opposed to a Permanent Bulletin. Rotation - In broadcast, the running of commercials at different times each day within the time period ordered. In outdoor, moving a bulletin to a different location at stated intervals - e.g., every month. Rotator - A broadcast commercial in a Rotation. Rotogravure - An impression (art, copy) engraved or etched on a cylindrical printing surface (usually copper) whereby the ink is held within the etched crevices. Paper is run through a rotary press that prints both sides of the paper at the same time. See Letterpress, Lithography, Offset. Run-of-Paper - Ads which may appear on any page of the paper, rather than on one specific page or in one particular section. Sometimes also referred to as "Run of press". Run-of-Press (or Run-of-Paper) - A position request to run an advertisement anywhere (unspecified) in the publication. Also commonly used to describe any form of newspaper advertising. Run-of-Station - A tactic used in broadcast media whereby commercials are scheduled throughout the day and night at the discretion of the station or network, as opposed to time periods or programs designated by the advertiser. Runs - The number of times a program can be telecast over a specific period of time, according to the arrangement made between a program producer or syndicator and a broadcaster. S.A.U. (Standard Advertising Unit) - A measurement system for selec-ting and placing ad sizes in newspapers. SIC Code - Standard Industrial Classification Code - The numerical coding system developed by the Bureau of Budget used in the classification of business establishments according to the principal end-product manufactured or service performed at that location. SIU - see Sets In Use. SMATV - see Satellite-fed Master Antennae Television. SMRB - see Simmons Market Research Bureau. SMSA Standard Metropolitan Statistical Area - See Metro Area. SPARC - Spot Advertising Radio Costs - A media research resource reporting on the industry average costs for spot radio buys by market, by daypart, by demographic group, by calendar quarter. SQAD - Spot Quotations And Data - A media research resource reporting on the industry average costs for Spot TV buys by market, by daypart, by demographic group, by calendar quarter. Saddle Stitched - The binding process whereby a publication is held together by staples through the middle of the fold - e.g., Time magazine. See Perfect Binding. Sampling Error - The possible deviation in the reported finding of media audience research based on a sample from what might be the actual finding had a complete census been done. Usually reported as "+" the reported number. Sandwich Board - A form of out-of-home advertising worn by individuals, it consists of two signs hung from the shoulders. Satellite Station - A broadcast station that rebroadcasts the transmission of another station (generally operating in a nearby market) to an area that cannot otherwise be serviced by that station. Satellite-fed Master Antennae Television (SMATV) - A cable system with a receiving dish generally found in apartment buildings which receives TV programming and retransmits it to many apartments within the building. Saturation - Scheduling many commercials or ads within a short time period to create maximum impact for an advertiser's message. Scanner - A grocery store's checkout counter machine which electronically reads prices from the Universal Product Code imprinted on each item. These codes are fed into a central computer, allowing for the tracking of inventory, distribution, buying patterns and the effect of advertising. Scanner Wand - An electronic device provided by a market research company to be used by individuals in their home to scan the UPC codes of products recently purchased. Scatter - Purchasing commercial time in broadcast media in many different programs. Also refers to the purchasing of network TV time not purchased during an "upfront" media buy. See Upfront. Schedule - Organized plan of print or broadcast advertisements as arranged by contract. Schedules - The list of media and media vehicles to be used during an advertising campaign. Second Cover - see Inside Front Cover. Second Generation Tape - A videotaped copy of a videotaped copy of an original or master recording. Secondary Readers - See Passalong readers. Seen-Associated - A term used in Starch Scores that refers to the percent of readers who have seen an ad and recall having seen the brand name within the ad. Set Showing - An outdoor poster showing that has pre-selected locations and that may not be sold to another advertiser during the term of the contract. Setback - In outdoor media, the distance between the advertising structure and the line of travel. Sets in Use - (Archaic) Replaced by HUT. Referred to the number of TV sets in use (turned on) at a given time. Seven Sisters - The unofficial name given to a group of magazines whose editorial focus is to women: Better Homes & Gardens, Family Circle, Good Housekeeping, Ladies' Home Journal, McCall's, Redbook and Woman's Day. Share - "Share of audience" is the percentage of HUT (or PUT, PUR, PVT) tuned to a particular program or station. "Share of market" is the per-centage of advertising impressions generated by all brands in a cate-gory accounted for by a particular brand, Share - see Share of Audience; Share of Market; Share of Voice. Share of Audience - The percentage of HUT (or PUT, PUR, PVT) tuned to a particular program or station. See also Rating. For example, if a TV program has a 50(%) PUT and a 10(%) share, its rating is 5(%): PUT X Share = Rating. Share of Market - The percentage of total category volume (dollars, units, etc.) accounted for by a brand. Share of Mind - A reference to the Share of Voice gained by an advertiser. Share of Voice - The percentage of advertising impressions or TRPs generated by all brands in a category accounted for by a particular brand. Often also refers to share of media spending accounted for by a product within a category of similar products. Sheets - A way of designating poster panel size based on number of pieces of paper originally needed to cover a poster panel area--it used to take 30 sheets to cover the average panel. Shelf Life - The length of time a physical unit of a product remains, on (for example) a supermarket shelf before it is removed from the shelf by the seller due to its deteriorating qualities. The term is also loosely used to express the length of time a media vehicle stays, or can stay, in existence and continue to be advertiser supported. Shelf Talkers - Small advertising messages affixed to shelves in a store and which extend from the shelf. Shelter Magazine - A publication with an editorial focus on the home -e.g., decorating, home improvement, gardening, food, maintenance, etc. Shopper - A free newspaper distributed in local retail centers (usually grocery stores, restaurants) and contains sales announcements and coupons. Short Rate - In print media, the dollar penalty an advertiser pays for not fulfilling space requirements that were contracted at the beginning of a given period, usually one year. The penalty is the difference in rate between the contracted rate and the actual earned rate. Show through - An undesirable condition in which printing on the reverse side of a sheet can be seen through the sheet. Showing - Daily Gross Rating Points within out-of-home media, or number of posters displayed in transit media. Sign Off - The time a radio/TV station ends its broadcast day. Sign On - The time a radio/TV station begins to broadcast. Signature - The name given to a printed sheet of a magazine after it comes off the press and has been folded into 4, 8, 16, 32 (and so on) pages. Simulcast - To broadcast simultaneously by AM and FM radio or by radio and television. Single Source Data - The reporting of data based on the product/service purchase patterns and media consumption habits from a single source - i.e., an individual or family. Single-Copy (Sales) - Copies of a magazine or newspaper which are sold at newsstands, etc., as opposed to by subscription. Sitcom - Abbreviation for a situation comedy TV program. Size" - based on the size of an individual ad, measured by the number of agate lines. Skew - A statistical deviation from symmetry which demonstrates a bias in the reported data for a particular segment of the data. For example, a magazine which has proportionately more younger than older readers (compared to the total population compositition) is said to skew to a younger audience. Skywriting - A form of out-of-home advertising in which a brief message is written in the sky by an airplane using a chemical substance to emit small puffs of smoke that form the letters of the message. Slug - A timed segment of a blank film or tape built into the format of a program for later insertion of either a commercial, promo or public service announcement. Snipe - In outdoor, sheets containing extra information that are attached on top of existing advertising copy on a poster or bulletin which updates the message on the snipe. For example, a snipe stating "now open" might be placed on top of copy which states "coming soon" Soft Contemporary - A radio programming format. Soft Interconnect - see Interconnect. Sound Order - Yellow Pages Directory advertising order sent to a publisher. Space Discount - A discount earned off the open rate for placing a specified amount of space in print media. Spectacolor - An advertising insert in newspaper, similar to Hi-Fi, but trimmed at the correct place. Spectaculars - In outdoor advertising, a display that features neon or electric lighting, moving parts, lavish colors and/or unusual visual effects as part of the advertisement. Spill-In/Spill-Out - Spill-in is viewing of television broadcast from a different market (e.g., people in San Diego viewing Los Angeles stations). Spill-out is viewing outside the originating TV market (e.g., Los Angeles stations delivering audiences in San Diego. Spin-off - A TV program derived from situations or characters from other programs. Split :30 - Two 15-second commercials for the same product/service aired during a 30-second period on a station or network; two related products/services sharing a :30. Split Counties - A portion of a county composed of one or more ZIP codes that has been separately identified for purposes of ordering and controlling a consumer sample in (for example) ratings research reports. This is a result of a county which receives substantial TV or radio coverage from two distinctly separate markets. Audience figures for each portion are assigned to the appropriate TV/radio market. Split Run - A scheduling technique whereby two different pieces of copy are run in the circulation of a publication with no one reader receiving both advertisements. This can be accomplished via a geographic split, a demographic split (if the publication offers demographic editions), a subscription/newsstand sales split, or an every-other-copy split (commonly called an "A/B" split). Sponsor - An advertiser that buys the exclusive right to the available commercial time within a given segment of a program. Sponsorship - The purchase of more than one commercial within a pro-gram, allowing advertisers to receive bonus time via billboards, or exclusivity of advertising within the brand's product category, or both. Sponsorship - The purchase of more than one commercial within a program, allowing advertisers to receive bonus time via billboards, or exclusivity of advertising within the brand's product category, or both. Spot - Refers to the purchase of TV or radio commercial time on a market-by- market basis as opposed to network (national) purchases. Also commonly used in lieu of "commercial announcement." Spot Buying Pool - (Archaic) A group of spot TV buyers at an advertising agency who do not have any specific client or TV market assignment, but make buys for any client in any market, as needed. Spot Color - The use of non-processed color in only certain areas of an advertisement. Spot Radio - Local radio time set aside for commercials. Spot Television - Local TV time set aside for commercials. Spot Times - The specific times commercials air. Spread - An advertising unit designed to occupy two facing pages as a single unit of space. Stack - see Deck. Standard Advertising Unit (SAU) - Established newspaper ad sizes given in specific column inch measurements. In standard size newspapers: 6 columns x 21"; in standard tabloids: 5 columns x 14". Standard Broadcast Calendar - see Broadcast Calendar. Standard Error - See Sampling Error. Standard Metropolitan Statistical Area (SMSA) - see Metropolitan Statistical Area. Standard Page - In newspapers, a full page which conforms to the SAU nomenclature. Standard Rate & Data Service (SRDS) - Publications which list data (e.g., costs, circulation) for all media vehicles that accept advertising. Starch - Research organization measuring readership of newspaper ads by category or ad and gender of reader. Starch "Noted" scores measure recall of any part of an ad. "Read Most" scores measure readership of more than half the ad. Starch Scores - Print media measurement showing the performance of individual magazine advertisements among readers. Three scores are reported: Noted--The percentage that remember having previously seen the ad in the issue being studied; Seen-Associated--the percentage that saw any part of the ad that clearly indicates the brand or advertiser; Read Most--the percentage that read at least half of the written material in the advertisement. Station Avails - see Availabilities. Station Count - The number of stations transmitting a program. Station Format - In radio, the type of programming carried by the station - e.g., Rock, News, Talk, etc. Station Identification - see ID. Station Lineup - The listing of stations carrying a TV or radio program. Station Total Area - The geographic area in which a broadcast station's signal is received. Stitching - A magazine binding method using saddle stitching or staples. Store-Distributed Magazine - Publications which are (for the most part) not sold through subscription but whose circulation depends on sales in retail stores. Strategies, Media - The media solution(s) used to fulfill the media objective(s). Strip - A program or commercial scheduled at the same time on consecutive days. Strip Programming - The scheduling of episodes of a TV series at the same time on consecutive days. This practice is usually confined to fringe time or daytime hours available for local programming. Stripping - Purchasing more than one TV spot per week in a strip program. Subject to Non-Renewal (SNR) - Commercial time which is available if the current advertiser does not renew its contract. Subscriber - A home or person that pays for receiving an advertising medium or media vehicle - e.g., subscription to cable TV, a magazine, etc. Subscriber Study - An independent magazine study which measures the demographics and (sometimes) the product/service consumption levels of a publication's audience. Usually commissioned by the publisher. Subscription Television (STV) - An over-the-air premium program service, usually uncut first-run movies, transmitted in a scrambled signal that is decoded by the subscriber's set-top device. Sunday Supplement - see Newspaper Distributed Magazines. Superstation - An independent TV station whose signal is transmitted throughout the United States via satellite. Technically refers only to WTBS, but is also used for other stations. Supplemental Directory - Yellow Pages directory that may be used outside a client's "home" directory coverage area. Supps/Supplement - see Newspaper Distributed Magazines. Survey Area - A geographic area in a radio market. Also a geographic location represented by a sample group in a study. Sweep - The period when local market TV ratings are studied. Originally coined to represent the time when A.C. Nielsen would "sweep" the country to obtain ratings in all markets. Sweeps are now issued four times a year in all markets and more frequently in major markets Switch Pitch - Generally in broadcast media - a presentation to an advertiser (or advertiser's agent) by a station which was not purchased for an advertising schedule, which is meant to convince the advertiser to purchase that station by switching dollar investments off another station. Sworn Circulation - The non-audited, but printed statement by a publisher of a magazine's/newspaper's circulation. Syndex - Abbreviation for Syndicated Exclusivity Rules. See Cable Non- Duplication Rule. Syndication - In broadcast, a program carried on selected stations which may or may not air at the same time in all markets. In news-papers, an independently written column or feature carried by many newspapers (e.g., Dear Abby). In magazines, a centrally written/published section carried by newspapers, generally in the Sunday edition. T.A.B. - see Traffic Audit Bureau. TAP - see Total Audience Plan. TFN - `Til Further Notice. See `Til Forbid. TOC - see Table of Contents. TRP's - see Target Rating Points. TRPs (Target Rating Points) Essentially synonymous with GRPs. TSA - see Total Survey Area. TSL - see Time Spent Listening. TV Market - An unduplicated television area to which a U.S. county is assigned based on the highest share of viewing to originating TV stat-ions. TV Market - An unduplicated television area to which a U.S. county is assigned based on the highest share of viewing to originating TV stations. TV Program Types - The classification of TV programs into various genres - e.g., action/adven-ture, situation comedy, drama, etc. TVQ - A national survey of public opinion which measures inherent popularity of programs and performers. Table Tents - see Tent Cards. Table of Contents (TOC) - The page(s) in a magazine devoted to listing the articles/ features in that issue. Tabloid - A newspaper with pages smaller than the size of a standard "broadsheet" newspaper. In television, a program type which is similar in concept and content to newspapers which feature unusual events, news and speculative editorial. Tabloid - Newspaper with smaller size than broadsheet. Usually 14" deep, and between 9-3/8" and 11" wide. Tag - The dealer identification aired at the end of a commercial. Also see Live Tag. Talk Show - A type of TV program. Tapscan - A computer program that incorporates Arbitron radio ratings data and allows alternative displays of the audience data. Target Audience - An audience to whom the advertising is directed. Target Rating Points (TRPs) - Essentially synonymous with GRPs: The sum of the ratings of individual spots in an advertising schedule. Usually refers to a demographic group, while GRPs usually refers to a household base. See related terms Reach, Frequency. Formula: Reach X Frequency = TRPs. Tear Sheet - The actual ad that ran in a publication sent to the advertiser as proof of running. Teaser Ad/Commercial - An advertising message, often brief, used to tease the audience by containing only bits of information about the product and which might not contain the product name. Telecast - Transmission of a broadcast or cablecast TV signal. Telephone Coincidental Survey - A telephone survey which is conducted while the respondent is viewing the program. Teletext - A method of transmitting written information which can be received on a home television set equipped with a special decoder. Television Bureau of Advertising (TvB) - An industry organization representing and promoting television stations and networks. Television Household - A household which has at least one TV set. Television Time Periods - see Dayparts. Telmar - An on-line and CD-ROM provider allowing access to syndicated media research and proprietary media planning/evaluation software. Tent Card - A display ad which is imprinted and folded so that it is readable on either side of the fold and can stand free on a table top. Usually used at restaurants. Tertile - Refers to one-third of a group. Tertile Distribution - A display of frequency (or related date) among audiences grouped into equal thirds of reach. Tertile Distribution - A display of frequency (or related data) among audiences grouped into equal thirds of reach. Test market - A market (or markets) chosen for the purpose of conducting a media test. Third Cover - see Inside Back Cover. Three Color (3/C) - The use of two color plus black and white in a print advertisement. Three Hits (3+) - An "effective reach" term and theory. The term indicates the amount of reach obtained among audiences exposed to three or more advertising messages. The theory is that a consumer exposed to an advertising message three times (within a defined period) is "effectively" reached. Through-the-Book - A research technique used to determine the average issue audience of print media. Used, for example, by SMRB. Tie-in Advertisement - A print advertisement that relates to other advertising - e.g., an advertisement promoting a specific product and is paid for by a grocery store vs. the manufacturer. Tier - Single or multiple channels offered over and above basic cable service, generally at an additional cost -e.g., HBO. Til Forbid - Instructions by an advertiser to run a purchased schedule or advertisement(s) until notified to stop. Also known as TFN, `Til Further Notice. Time Banks - In broadcast, the purchase of spots on a station by one party which are sold separately to third parties, usually at a mark-up. Unlike typical broadcast buying conducted by a buying agent directly for an advertiser, time banking encompasses the purchase of commercial inventory before any advertiser commitment is made. Time Buyer - The person who buys advertising time (commercials, spots) on television and radio. Time Discount - A discount given to an advertiser for the frequency or regularity with which it inserts advertisements in a publication. Time Period Rating - The estimated rating for a station or network within a specific time segment, averaged over a period of time without regard to changes in programming. Time Shifting - The capability made available with a VCR or, in the future, through computer technology, for a person to view at a different time than the original time a program was telecast. Also see Video on Demand. Time Spent Listening (TSL) - The time spent listening to radio by the average listener. Timings - The log times a radio/TV commercial will air, or has aired, on a particular station. Tip-in Card - An insert card in a magazine that is bound in with, or glued on to, the printed pages. Also called a Bind-in. Tolerance - A percentage allowance for possible variation from a reported statistic. See Sampling Error. Tombstone Ad - A casual reference to an advertisement for a professional individual (doctor, lawyer, banker, etc.) that meets specific legal requirements and regulations imposed on the industry represented in the advertising. Top 40 - A radio programming format. The station plays music from the current top songs in the nation. Total Audience Plan (TAP) - A radio term for a schedule of spots airing in multiple time periods meant to accumulate high levels of audience reach on a station. Total Net Paid - The number of copies of a publication which were purchased. Includes subscription, newsstand and other single copy sales. Total Survey Area (TSA) - The geographic area in which radio signals from an originating market can be received. Trade Advertising - Advertising targeted at wholesalers, retailers, professionals, etc. which stimulates them to purchase products for resale to their customers or endorse products among their clientele. Trade Magazine - A professional magazine targeted at a specific industry or occupation - e.g., architecture, professional engineer, etc. Trademark Unit - In Yellow Pages advertising, a unit placed in alphabetical sequence, the prominent feature of which is a brand name, product or service identification coupled with product logo or logotype, accompanied with copy text. See also Closed Trademark, Combination Trademark, Open Trademark. Traffic Audit Bureau of Media Measurement - A nonprofit organization that audits outdoor advertising structures, as well as other out-of-home media, for circulation and number of people reached. Traffic Audit Bureau (T.A.B.) - A nonprofit organization that audits outdoor advertising structures, as well as other out-of-home media, for circulation and number of people reached. Traffic Department - A department within an advertising agency or independent media company which coordinates and often processes the creative material, such as a commercial, print ad, etc., to be used in advertising media. Traffic Instructions - Printed instructions given to a medium on how creative materials (e.g., a commercial, print ad, etc.) should be inserted into the medium -e.g., which commercial should air in which TV program. Traffic Programming - TV/radio programming centering on automotive traffic phenomena. Traffic Time - A reference to the radio dayparts of morning drive and afternoon drive. Transit Advertising - A form of out-of-home advertising which appears on transportation vehicles such as buses, taxis, subways, commuter trains, rapid transit and ferries. Transponder - Electronic rays for video and audio signals on a communication satellite. Triopoly - Ownership by one company of three or more radio stations in the same market, with one of the stations being on the opposite band. Triple A - see Adult Album Alternative. Trombo - a.k.a. Triopoly. True Interconnect - see Interconnect. Trunk Lines - Coaxial cable distributing signals from a headend to feeder lines in a cable TV system. Turnover - see Audience Turnover. Turns - Frequency with which an item in inventory is sold, calculated by dividing item sales by inventory. TvB - see Television Bureau of Advertising. Two Color (2C) - The use of one color in addition to black and white in a printed advertisement. Two-Way Capability - Technical capability of a cable television system to carry "return" signals from dispersed terminals to any other point in a cable television system - i.e., interactive capability. UHF (Ultra High Frequency) - The band added to the VHF band for tele-vision transmission--channels 14-83 on a TV set. UPC (Universal Product Code) - A bar code system that provides a unique code for each product sold at retail. The UPC can be scanned by laser, transmitted to computer and used for monitoring sales, inventory and price. Ultra High Frequency (UHF) - The band added to the VHF band for television transmission - channels 14-83 on a TV set. Unaided Recall - The percentage or number of consumers surveyed who are able to cite a product's/service's name after being requested to cite any and all product names within an advertised category. As opposed to Aided Recall, which prompts the respondent with the specific names. Underdelivery - Refers to a media schedule or media unit which, after a post analysis, reveals that it generates less audience delivery than originally estimated by the buyer and/or seller. Unduplicated Audience - see Cumulative Audience. Unit - Any single commercial, print ad, poster panel, etc. Unit Rate - The cost of an advertising unit. Universe - The total population within a defined demographic, psychographic, or product consumption segment against which media audiences are calculated to determine ratings, coverage, reach, etc. Unlimited Co-op - Co-op in which payments are not limited to a co-op fund. Advertising qualifies without limit, provided it conforms to the terms of the supplier's co-op plan. Also called Open-End Co-op. Unpaid Circulation - A publication's circulation that is distributed free of charge to the recipient. Unpaid Copies - The circulation of a publication that is either distributed entirely free to the recipient or (according to A.B.C. rules) is distributed at a price inadequate to qualify as "paid". Unwired Network - In broadcast media, the purchase of preselected local stations not connected by wire or satellite, through a sales organization representing the stations. Up Cut - The loss of audio and/or visual on the beginning portion of a commercial. Upfront - A method for purchasing TV commercial time well in advance of the telecast time of the programs and generally for a protracted period, such as for a one-year schedule. A relatively common practice among many advertisers for the purchase of primetime TV as well as other TV dayparts and entities, e.g., daytime network, cable TV, syndication. See Scatter. Upfront Buying - see Upfront. Upgrade - To increase the value of a spot by moving it to a different program or daypart, often without an increase in cost. Uplink - Part of a satellite transmission in which signals are sent from earth to a satellite. Upscale - A term used to describe the high-income segment of the population. Urban Contemporary - A radio programming format. VAC - see Verified Audit of Circulation. VALS 2 - A research study developed by SRI International which describes eight distinct population groups according to their Values and Lifestyles. VCR - see Videocassette Recorder. VHF (Very High Frequency) TV channels 2-13. VOD - see Video On Demand. VPS - see Viewers Per Set. VPVHs - see Viewers Per 1,000 Viewing Households. Vehicle - A specific medium - e.g., Time, the Super Bowl, etc. Verified - Truth of something proved by the presentation of evidence. Verified Audit of Circulation (VAC) - A company that audits the circulation of business publications and (mostly) weekly newspapers. Vertical Discount - A discount applied to an advertiser's rate when several radio or TV time slots within a specific time period are purchased. Vertical Half Page - A magazine or newspaper advertising unit that divides the page in half vertically vs. horizontally. Vertical Publication - A publication whose content is written for a specific profession, industry or trade. Vertical Rotation - The scheduling of commercials across many time periods throughout the course of a day, week or month with the intention of reaching as many different people as possible. Vertical Saturation - see Vertical Rotation. Vertical Third Page - An advertising space unit which is equal to one-third of a page and runs vertically as opposed to horizontally. Video - The visual part of a telecast. Videocassette Recorder (VCR) - An electronic device for recording and playing back of the images and sounds on a videocassette. Videodisc - Video and sound recorded digitally via laser and "read" (viewed/listened to) through a videodisc player. Videotape - A tape that records sound and picture simultaneously. Videotext - A two-way interactive system allowing people to receive and manipulate text and graphic information on their TV sets through a special device attached to the set. Viewer - A person who views TV or cable TV. Viewers Per 1,000 Viewing Households (VPVHs) - The number of people within a specific population group tuned to a TV program in each 1,000 viewing households. Viewers Per Set (VPS) - The number of people in a demographic group viewing a particular program, divided by the number of households reached by that same program. Viewers per 1,000 Households - The number of people within a specific population group tuned to a TV program in each 1,000 viewing house- holds. Vignette - In print, a small drawing or illustration that appears in the body text of an advertisement. In broadcast, (1) A short-duration program focusing on a specific subject; (2) A technique used in commercial production where several situations that emphasize the qualities of a product are shown in rapid sequence. Voice Over - The part of a TV commercial that is spoken by an announcer who is heard but not seen on the screen. Volume Discount - The price discount offered advertisers who purchase a certain amount of volume from the medium--e.g., page or dollar amount in magazines. Wallscape - An outdoor display (generally) painted on the side of a building. Waste Circulation - A publication's circulation directed to population groups or geographic areas which are not part of the target audience. Wearout - A level of frequency, or a point in time, when an adver-tising message loses its ability to effectively communicate. Web - (Archaic) Referred to broadcast TV networks. Weighted Average - Generally refers to the arithmetic average obtained by adding the products of numbers "weighted" by a predetermined percentage. For example, if 100 TRPs are scheduled in a market X (10% of population) and 200 TRPs are scheduled in market Y (5% of population), a weighted average of 133 TRPs are scheduled in the two markets combined: 100 X 10% + 200 X 5% divided by 15%. Weighting - Assigning a quantitative value to each of several media vehicles to assist in comparisons. For example, if medium X is perceived as having a value of 100% and medium Y a value of 50%, then the audience delivery of each of these media is multiplied by their respective values to yield a "weighted" audience against which cost efficiency, reach, etc. can be judged. Wideband - A communication system capable of carrying a wide range of frequencies. Widow - a word on a line by itself at the end of a paragraph. Wired Networks - Broadcast networks which are connected via satellite and/or telephone lines. Women's Service Magazine - A magazine targeted at women with editorial featuring cooking, child rearing, housekeeping and other home related subjects - e.g., Good Housekeeping. Wraparound - Short program material used to introduce and follow the primary segment of a longer program. Yellow Pages Advertising - Advertising within a telephone Yellow Pages Directory. Zapping - Deliberate removal by a viewer of non-program material (e.g., a commercial) while recording on a VCR so as to play back program(s) without commercial interruptions. Zipping - Fast-forwarding through commercials and/or programs while playing back a VCR recording. Zone or Zoned Editions - A way to buy less than a newspaper's full circulation. Newspapers divide their circulation into geographic zones (usually by ZIP codes) and sell advertising to be distributed only within the specific zone. TRENT RADIO 92.7; Handy Listing of Advertising Jargon - abridged