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cmun 250 chapter 12


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Bleed pages
magazine advertisements where the printed area extends to the edge of the page, eliminating nay white margin or border around the ad.
City zone
a category used for newspaper circulation figures that refers to a market area composed of the city where the paper is published and contiguous areas similar in character to the city.
Classified advertising
advertising that runs in newspapers and magazines that generally contains text only and is arranged under subheadings according to the product, service, or offering. employment, real estate and automotive ads are the major forms of classified advertising.
Combination rates
a special space rate or discount offered for advertising in two or more periodicals. (usually this is offered by publishers who own both morning and evening editions of a newspaper in the same market.
Controlled circulation basis
distribution of a publication free to individuals a publisher believes are of importance and responsible for making a purchase decision are pre-screened for qualification on some basis.
Cross-media advertising
an arrangement where opportunities to advertise in several different types of media are offered by a simple company or a partnership of various media providers.
Display advertising
advertising in newspapers sand magazines that uses illustrations, photos, headlines an other visual elements in addition to copy text.
Flat rates
a standard newspaper advertising rate where no discounts are offered for large-quantity or repeated space buys.
an oversize magazine page or cover that in extended and folded over to fit into the publication, they are used to extend the size of a magazine advertisement and are always sold at premium.
general advertising rates
rates charged by newspapers to display advertisers outside the papers designated market areas and to any classification deemed by the publisher to be general in nature.
ink-jet imaging
a printing process where a message in reproduced by projecting ink onto paper rather than mechanical plates. it is currently being offered in many magazines to allow advertisers to personalize there messages.
pass along readership
the audience that results when the primary subscriber or purchaser of a magazine gives the publication to another person to read or when the magazine is read in placeds such as waiting rooms in doctors offices.
preferred position rate
a rate charged by newspapers that ensures the advertiser the as will appear in the position required and/or in a specific section of the newspaper.
preprinted inserts
advertising distributed through newspapers that is not part of the newspaper itself but is printed by the advertiser and then taken to the newspaper to be inserted.
open rate structure
a rate charged by newspapers in which discounts are available based on frequency or bulk purchases of space.
retail or local advertising rates
rates newspapers charge to advertisers that conduct business or sell foods and serviced within the papers designated market area.
retail trading zone
the market outside the city zone whose residents regularly trade with merchants within the city zone.
run of paper (ROP)
a rate quoted by newspapers that allows the ad to appear on any page or in any position desired by the medium.
selective binding
a computerized production process that allows the creation of hundreds of copies of a magazine in one continuous sequence.
the ability of a medium to reach a specific target audience.
split runs
two or more versions of a print ad are printed in alternative copies of a particular issue of a magazine.
standard advertising units (SAU)
a standard developed in the newspaper industry to make newspaper purchasing rates more comparable to other media that sell space and time in standard units.
total audience/readership
a combination of the total number of primary and pass along readers multiplied by the circulation of an average issue of a magazine.

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