Alternative press newspapers or alternative newspapers Newspapers geared toward a young, entertainment-oriented audience. Generally weeklies that present non-mainstream ideas, lifestyles, and viewpoints in usually a tabloid format. Audience composition A description of a media vehicle's total audience in terms of demographic classification of individuals. The percentage of individuals in each demographic cell Audit Bureau of Circulations, Inc. (ABC) Organization that verifies and publishes distribution and other information on newspapers and consumer magazines. An organization formed by media, advertisers and advertising agencies to audit the circulation statements of its member magazines and newspapers. Average frequency The mean number of times target audience members reached by a media plan are exposed to vehicles or messages. Best food day Print: The designated day of the week (usually Thursday or Wednesday) when newspapers feature food product or supermarket advertising and coupons, frequently with related articles on health, recipes, etc. Black & white page An advertising page that uses no color. Often abbreviated as P B/W. Business newspapers Newspapers like the Financial Times, which serve a specialized business audience. Circulation Print: The total number of copies of a newspaper or magazine that is distributed by subscription, newsstand and/or bulk. This figure may or may not be guaranteed. The number of newspapers distributed each day (for daily newspapers) or each week (for weekly publications). Classified advertising Newspaper advertising that appears as all-copy messages under categories such as sporting goods, employment, and automobiles. Closing date Print: The date set by a publication for receipt of material for an advertisement to appear in a forthcoming issue. Column inch A unit of advertising space in a newspaper, equal to one inch deep by one column wide.Composition Usually refers to the portion of a media audience which falls within specified demographic parameters. Continuity discount Print: A rate discount allowed an advertiser who purchases a specific schedule within a series of publication's issues. Controlled circulation The number of copies of a newspaper that are given away free. Cooperative advertising The sharing of advertising expenses between national advertisers and local merchants. Also called co-op advertising. Discounts For advertisers from media based on the quantity, volume, expenditures or continuous placement of advertisements A strong incentive to build frequency within a vehicle, as opposed to building reach across vehicles. Display advertising A newspaper ad that includes the standard components of a print ad—headline, body copy, and often an illustration—to set it off from the news content of the paper. Double-page spreads or Double Truck Print: A two-page spread in newspapers where the editorial content or the advertising runs across the gutter. Ethnic newspapers Newspapers that target a specific ethnic group. Flat rate Print: The nondiscountable rate charged by a newspaper for advertising. Four-color page An advertising page that utilizes three colors as well as black. Abbreviated as P4C or 4-CP. Frequency General: The average number of times an individual or household is exposed to an advertising schedule over a certain period of time. Interactive: The number of times an ad is delivered to the same browser in a single session or time period. A site can use cookies in order to manage ad frequency. Print: Also used to refer to the period issuance of a publication (e.g. monthly, weekly). Broadcast: Also refers to an FCC-authorized AM or FM band designation assigned to a city service area and a radio station licensee.Frequency discount A rate discount allowed an advertiser who purchases a specific schedule within a specified period of time. Free-standing insert (FSI) A newspaper insert ad that contains cents-off coupons for a variety of products and is typically delivered with Sunday newspapers. Full position A basis of buying newspaper ad space, in which the ad is placed near the top of a page or in the middle of editorial material. Gay and lesbian newspapers Newspapers targeting a gay and lesbian readership. General-population newspapers Newspapers that serve local communities and report news of interest to the local population. Insertion order Purchase order between a seller of advertising and a buyer (usually an advertiser or its agency). Insertions The number of advertisements (ads) placed in a vehicle or vehicles within a specified time period. Media The plural term used to refer to all means that can be used to speak on behalf of a brand. Traditional media include newspapers, magazines, radio, television, outdoor advertising and yellow pages. Untraditional media can be far reaching and includes everything from fruit stickers to T-shirt advertising. Media category (or Media Type) Refers to a similar group of media vehicles, such as consumer magazines, newspapers, radio stations, and so on. Media Rep (representative) A person who is employed by a media company that sells either time or space to advertisers. Medium One of the forms of communications that can be used to deliver advertising messages to consumers (i.e. magazine is a medium; newspaper is a medium)Merchandising Promotional activities that complement advertising and that are provided free or at a nominal charge by media purchased for advertising. Newspaper Designated Market Print: The geographic area in which the publisher believes the newspaper has its greatest strength. Open rate Print: The maximum rate charged by a magazine or newspaper - its rate for one insertion. Paid circulation The number of copies of a newspaper sold through subscriptions and newsstand distribution. Preferred position Print: Advertisements scheduled in specific positions as agreed by the advertiser and the publication (opposite of ROP). Preprinted insert An advertisement delivered to a newspaper fully printed and ready for insertion into the newspaper. Price/Item advertising Also known as display advertising, this is a form of local display newspaper advertising where a variety of merchandise is displayed in the ad and accompanied with a description and punctuated with a price. Rate base Print: The circulation of a print vehicle upon which advertising space rates are based; it may or may not be guaranteed by the publication. Rate card