GLOSSARY OF COMMON NEWSPAPER TERMS
GLOSSARY OF COMMON NEWSPAPER TERMS | | |
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|Agate Line |
|A measurement that is one column in width and 1/14 of an inch deep. Used primarily for classified measurements. |
|Camera-Ready Copy |
|A pasteup ready to be photographed by the platemaker. Does not require any camera work, pasteup or type setup. |
|Color Separation |
|The operation of separating artwork into the four process colors by means of filters in a process camera or by electronic|
|scanners. The result is four continuous-tone films (negative or positive), which when screened are used to make printing |
|plates. |
|Column Inch |
|Area that is one column wide by one inch deep. |
|Cooperative Advertising |
|Advertising paid for by both the national (brand name) and the local advertiser. Also, advertising in which several |
|normally competing firms get together to do a common selling job. |
|Cost Per Thousand (CPM) |
|Used in comparing or evaluating the cost efficiency of publications or broadcast schedules. For publications, it is |
|determined by dividing the rate or specific advertisement cost by the circulation or number of readers. For broadcast |
|media, it is determined by dividing the commercial rate of homes or people tuned in. In determining the CPM of homes and |
|people reached, average audience is used. simply, the advertising cost to reach 1,000 units of audience. |
|Four-Color |
|Also called full or process color. Full range of colors obtained by printing magenta, yellow, cyan and black. |
|Frequency |
|The average number of times audience is exposed to a medium. Usually referred to as average frequency. |
|Layout |
|The design of an advertisement that puts visual elements into a pleasing and readable arrangement. |
|Linage |
|The total amount of space taken up by advertising, |
|expressed in agate lines or column width times inches of depth. Can refer to a single ad, total ad space for a page, an |
|entire paper or a total amount over some period of time. |
|Logo |
|Short for logo type. The name of the advertiser in art or type form that remains constant from ad to ad. Usually |
|available in more than one size. |
|Pica |
|A typographic unit of measurement: 12 points = 1 pica or 1/16” (0.166”), and 6 picas = 1” (or 0.996”). Also, used to |
|designate typewriter type 10 characters per inch (as opposed to elite typewriter type, which has 12 characters per inch).|
|Process Color |
|Also called full color. Refers to the four-color process reproduction of the full range of colors by the use of four |
|separate printing plates, one for each of the primary colors-magenta (process red), yellow, and cyan (process blue-and |
|one for black. |
| |
|Reach |
|The number of different persons or homes exposed to a specific media vehicle or schedule at least once. Usually measured |
|over a specific period of time. |
|Reverse |
|White letters in a gray, black or color area. |
|Double-Truck |
|Two facing pages used for a single, unbroken |
|advertisement. Also called a two-page spread and usually incorporating the gutter. |
|Proof |
|First reproduction of the ad as it will appear in the |
|newspaper. Often used to check accuracy. |
|Quarterfold |
|One-fourth the size of a broadsheet or standard page (booklet size). |
|ROP |
|Run of paper or run of press. Denotes advertising |
|that appears on the pages of the newspaper itself (as opposed to pre-printed inserts). |
|SAU |
|Stands for “Standard Advertising Unit.” SAUs are |
|a series of standard ad size formats that may be |
|accepted in different daily newspapers. Created to |
|make it easier for a large advertiser to place the same ad in many different newspapers without |
|adjusting the ad to different column specifications. |
|Spadea |
|A single page folded vertically around the spine of a section (typically the color comics) covering 1/2 of the front page|
|and 1/2 of the back. |
|Spec Ad |
|A preliminary layout showing the position of illustrations and text of a proposed ad. |
|Tabloid |
|A newspaper about half the page size of a standard section. |
|TMC |
|Total market coverage-100 percent household coverage within a given area. * |
|Screen |
|The fineness of the dot structure of a photograph or art. |
|Tear Sheet |
|A full page torn from a newspaper given to an advertiser to show proof of publication. |
|Velox |
|A black & white print of the advertisement to be reproduced in the newspaper. |
|White Space |
|The area left open in an ad that is not printed over with type and/or art. |
|*TMC can also refer to Target Market Coverage. |
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|AD SIZES | |
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|Retail Page |
| |
|6 columns per page, 21.5" deep per column, 129" per page. |
| |
|1 Column |
|1.833" |
| |
|2 Columns |
|3.792" |
| |
|3 Columns |
|5.750" |
| |
|4 Columns |
|7.708" |
| |
|5 Columns |
|9.667" |
| |
|6 Columns |
|11.625" |
| |
|Double Truck |
|24.125" |
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| |
|DEPTH REQUIREMENTS |
|Retail: |
|Broadsheet: |
|Advertisements over 19 deep will be charged full column depth of 21.5. |
| |
|Tabloid: |
|Advertisements over 10 deep will be charged full column depth of 11.5. |
| |
|Classified: |
|Broadsheet: |
|Advertisements over 19.5 deep will be charged full column depth of 21.5. |
| |
|Classified: |
|Advertising copy must be as many inches deep as columns wide. Minimum display ad size is 1 column by 2. |
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|TV Week: |
|Advertisements over 9 deep will be charged full column depth of 10. |
| |
|Daily TV Page: |
|Strip ads (two columns wide by 1 1/2 deep) accepted within the TV listing grid. 13-week contract minimum at|
|contract rate. Subject to availability. |
| |
|SPLIT RUN: None. |
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|Tabloid Page (Sportsweek, Showcase) |
| |
|5 columns per page, 11.5" deep per column, 57.5" per page. |
| |
|1 Column |
|1.833" |
| |
|2 Columns |
|3.792" |
| |
|3 Columns |
|5.750" |
| |
|4 Columns |
|7.708" |
| |
|5 Columns |
|9.667" |
| |
|Double Truck |
|21.5" |
| |
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|Classified Page |
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|10 columns per page, 21.5" deep per column, 215" per page. |
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|1 Column |
|1.125" |
| |
|2 Columns |
|2.292" |
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|3 Columns |
|3.458" |
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|4 Columns |
|4.625" |
| |
|5 Columns |
|5.792" |
| |
|6 Columns |
|6.958" |
| |
|7 Columns |
|8.125" |
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|8 Columns |
|9.292" |
| |
|9 Columns |
|10.458" |
| |
|10 Columns |
|11.625" |
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|House to Home |
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|Click Here to see Ad sizes |
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|TV Week |
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|4 columns per page, 10" deep per column, 40" per page. |
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|1 Column |
|1.833" |
| |
|2 Columns |
|3.792" |
| |
|3 Columns |
|5.750" |
| |
|4 Columns |
|7.708" |
| |
|Double Truck |
|15.791" |
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