GLOSSARY OF TERMS
Every media has funny terms and expressions. Here's an explanation of common terms and general guidelines to get you through the world of newspapers:
Circulation
The number of newspapers printed and distributed. Average Net-Paid Circulation is the total paid sales averaged by a newspaper
ReadershipThe number of people who read the paper (higher than circulation as there is generally more than one person in a household)
Average Issue ReadershipThe average number of people who read a single issue of a newspaper or magazine
Booking DeadlineThe due date for booking an advertisement into a particular publication. Usually 2 days prior to publication for a daily newspaper
Cancellation DeadlineThe due date for cancelling an advertisement into a particular publication. Usually 3 days prior to publication for a daily newspaper, in which penalties occur when trying to do so after the date has passed
Material DeadlineThe due date for advertising artwork to be at the publication. Usually midday the day prior to publication for a daily newspaper. If material does not arrive in time the paper will charge for the advertisement and run house ads
Column CentimetreArea that is one column wide by one centimetre deep. Ads are sold by column centimetre – e.g. 15 x 3col cm ad. If the rate is $8.90 than your ad would cost you $400.50
BroadsheetThe traditional big fold out style newspaper usually 54cms high x 10 columns wide
Tabloid
About half the size of broadsheet newspapers usually 38cm high x 7 columns wide
Supplements & FeaturesSpecial sections designed by the paper that focus on a particular subject e.g. gardening, agriculture, mind body & soul
LoadingAn extra cost applied to guarantee preferred positions and colour
ROPRun of paper or run of press. Denotes advertising that appears on the pages of the newspaper itself (as opposed to pre-printed inserts). The ad can appear anywhere in the newspaper, positioning not guaranteed
Tear SheetA full page torn from a newspaper given to an advertiser to show proof of publication
LayoutPut visual elements into a pleasing and readable arrangement
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
FrequencyThe average number of times the audience is exposed to a medium. Usually referred to as average frequency. It is calculated by dividing the Gross Impacts (total exposures) by the Reach (different people)
CPMCost per Thousand. Used in comparing or evaluating the cost of publications by dividing the readership by the cost of the insertion. Simply the advertising cost to reach 1,000 units of audience
IndexThe index is based on 100. Scores greater than 100 mean that group is over represented compared to the population and more likely to do a particular activity, vice versa for scores under 100. Indices are useful when looking at the propensity of certain groups to buy particular products or use different media
Find out specific information on New Zealand newspapers at Ratefo
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