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. |

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|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 |

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|6 columns per page, 21.5" deep per column, 129" per  page. |

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|1 Column |

|1.833" |

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|2 Columns |

|3.792" |

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|3 Columns |

|5.750" |

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|4 Columns |

|7.708" |

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|5 Columns |

|9.667" |

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|6 Columns |

|11.625" |

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|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. |

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|Tabloid: |

|Advertisements over 10 deep will be charged full column depth of 11.5. |

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|Classified: |

|Broadsheet: |

|Advertisements over 19.5 deep will be charged full column depth of  21.5. |

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|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. |

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|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. |

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|SPLIT RUN: None. |

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|Tabloid Page (Sportsweek, Showcase) |

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|5 columns per page, 11.5" deep per column, 57.5" per page. |

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|1 Column |

|1.833" |

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|2 Columns |

|3.792" |

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|3 Columns |

|5.750" |

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|4 Columns |

|7.708" |

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|5 Columns |

|9.667" |

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|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" |

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|2 Columns |

|2.292" |

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|3 Columns |

|3.458" |

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|4 Columns |

|4.625" |

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|5 Columns |

|5.792" |

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|6 Columns |

|6.958" |

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|7 Columns |

|8.125" |

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|8 Columns |

|9.292" |

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|9 Columns |

|10.458" |

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|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" |

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|2 Columns |

|3.792" |

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|3 Columns |

|5.750" |

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|4 Columns |

|7.708" |

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|Double Truck |

|15.791" |

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