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Adnorm A term used by Starch to indicate readership averages by publication, by space size and colour, and by type of product. The norm is used to provide a standard of comparison for individual ads.
Agate line Non-standardized unit of space measurement, equal to one column wide and 1/14" deep.
Annuals Publications that are distributed once per year.
Audit report The annual ABC Circulation Report, usually covering a 12-month period, details circulation by province, county/census divisions, cities, towns and villages.
Banner Advertising Ads that runs horizontally on the bottom of a page of a publication.
Belly Band Advertising that wraps-around the paper. Consumers must remove the wrap before they can read the paper.
Bleed Printing beyond the edge of a page so there is no margin.
Broadsheet Full-size newspaper, approximately 13" wide by 22" deep, and 1,800 modular agate lines. Modified broadsheet size is usually 111/2" by 21".
Centre spread In the centre of a publication, an advertisement appearing on two facing pages printed as a single sheet.
Circulation Average number of copies per issue sold or distributed.
Closing Date The final deadline by which a publication will accept advertising space reservations/material.
Clutter The extent to which a publication's pages are fragmented into small blocks of advertising and/or editorial.
Colour separation Process by which final art is prepared for colour printing; tones are broken down and printed in four colours: black, magenta, cyan and yellow.
Column inch Space in a newspaper equal to one column wide by one inch, or 14 agate lines, deep.
Controlled circulation Publications distributed free, or mainly free, to individuals within a specific demographic segment, geographic area or job function.
Cost Rank (Crank) Ranking of publications by their coverage, cost per thousand, audience composition, etc., against a defined target group.
Coverage Percentage of individuals in a specific target group/geographic area reached by a publication/combination of publications.
Display advertising Advertisement that appears in any part of a publication other than the classified section.
Double Page Spread (DPS) An advertisement that covers the entire surface of the left hand page, the gutter and the right hand page of a publication.
Earlug Space on either side of the masthead or the top corners of the front page of a section, that is sold for advertising.
Earned rate Discounted advertising rate based on lineage committed.
Flat rate Advertising rate not subject to any discounts.
Flexform Advertisement not conforming to a standard shape.
FP4C A full page 4 colour advertisement in a publication.
Gatefold Advertisement A continuous piece of paper folded to conform to a publication's page size. Often an extension of a magazine's cover.
Guaranteed position Guarantee to place an ad in a specific position.
Gutter (Truck) Blank space on the inside page margins where a publication is bound.
Halftone Reproduction made from an original photograph by transforming the different tones into a series of dots.
Hooker (Tag) In newspaper advertising, local dealers' names appended to national advertising.
Horizontal publication A publication with editorial content of interest to a wide variety of readers.
IBC (Inside back cover) Position of an advertisement on the inside back cover of a publication.
IFC (Inside front cover) Position of an advertisement on the inside front cover of a publication.
Incumbency position Premium positions in a specific issue for which right of first refusal is given to an advertiser who has historically held that position.
Info Patch Advertisement that is glued on the front of a newspaper. It unfolds to display the message.
Insert Pre-printed advertisement that is bound or inserted into a newspaper or magazine. Can be several pages.
Insertion order A written order specifying date, size, positioning, etc. about an ad or ads; given by the agency or client to the publication.
Island Position of an advertisement in the center of the page, surrounded by editorial.
Junior page Usually a 7" wide x 10" high ad in a tabloid or broadsheet format.
Letterpress Printing done from cast metal type or plates on which the image or printing areas are raised.
Line rate Advertising rate charged for one agate line.
Masthead Part of a page devoted to the official heading of the publication and frequently followed by personnel or policy information.
Mechanical requirements Information and instructions regarding the physical aspects of preparing advertising material.
OBC (Outside back cover) Position of an advertisement on the outside back cover of a publication.
Off-register Blurred printing caused by out-of-position printing plates.
Offset printing Process that prints by transferring ink from a cylinder to a rubber blanket, then to the printing surface.
OTC (Opposite table of contents) Position of an advertisement on the opposite page of the table of contents of a publication.
Poly Bag When designated issues of a magazine or newspaper are inserted into a plastic bag. Usually to accompany advertiser's inserts/FSIs, etc. In some instances, advertising can be printed onto the outside
of the bag.
Position charge The surcharge to ensure placement of the advertisement in a specific position in the publication.
Primary reader Person who initially receives the publication at home or in the office, or who purchases a publication at a newsstand.
Readers per copy Average number of persons who read a single copy. Calculated by dividing the total audience by the circulation.
Retail Trading Zone (RTZ) Area beyond and including the City Zone in which the residents regularly trade with the merchants located within the City Zone. Boundaries are defined by ABC.
RHP (Right hand page) Position of an advertisement on a right hand page of a publication.
Run of Paper or Run of Press (ROP) Advertisements placed anywhere within the regular printed pages of a newspaper.
ROP Colour Process colour that is printed in a newspaper during the regular press run for that edition.
Satellite paper Publication whose typesetting signal is sent to distant printing facilities via satellite for regional or national distribution.
Secondary or Pass-along reader Person who has occasion to view a publication which was initially received or purchased by another individual (the primary reader).
Special colour A specific colour or tone not possible through regular four-colour process, e.g., fluorescent or metallic.
Spectacolour Pre-printed advertisement in roll-form which has two fixed dimensions: the width and depth of the newspaper page.
Split run Where an advertiser uses the full circulation of a publication, but has different material appearing in two or more regions.
Tabloid Print format of approximately 13" by 10".
Tag-Ons Elastics that wrap around the paper with an advertisement brochure.
Tearsheet Page of a publication supplied to agency/advertiser for checking purposes.
Vertical publication Publications whose editorial content deals with interests of a specific industry.
Wrap Advertising A single advertiser's message printed on the front cover, IFC, OBC and back cover of a publication.
Source: Canadian Media Directors Council
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