PRINT TERMS

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-standardised unit of space measurement, equal to 1/14” deep

Audit report
The annual ABC Circulation Report, usually covering a 12-month period, details circulation by province, county/census divisions, cities, towns and villages

Bleed
Printing beyond the edge of a page so there is no margin

Broadsheet
Full-size newspaper, approximately 13” wide by 22” deep and 3,100 modular agate lines. Modified broadsheet size is usually 11 ½” by 21”

Centrespread
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 newspapers 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 functions

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

Earlug
Space on either side of the masthead or the top corners of the front page of a section, that is sold for advertising

Flat Rate
Advertising rate not subject to any discounts

Flexform
Advertisement not conforming to a standard shape

Gatefold
Advertisement that is 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

Incumbency Position
Premium positions in a specific issue for which right of first refusal is given to advertiser who has historically held that position

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; gi

back to top