Glossary

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HAIRLINE REGISTER
Register within (+-) a half-row of dots.

HALF-PAGE ISLAND POSITION
Preferred position (not always sold) for advertisement with no other advertisement adjacent on other half of page; often no other ad on same page; on 3-column page usually 2 columns wide and three-fourths on page in depth.

HALF-PAGE SPREAD
An advertisement composed of two half-pages facing each other in a publication.

HALF RUN
In transportation advertising, a car card placed in every other car of the transit system used. Also called a half service. Can also apply to publications that offer advertising in half of their circulation.

HALF SHOWING
A 50 outdoor showing (see Showing).

HALFTONE PROCESS
The process that converts a continuos tone image into dots of various sizes. This is done to make a photo suitable of printing on a press.

HALFTONE TINT
An area printed with all the same dots to give an event one of color.

HANDOUT
A printed piece, such as brochure, flyer, or catalog, to be given to or taken by potential customers, such as in a store or at a trade show.

HARD OFFER
A promotion that does not offer to treat the first issue or first several issues as a no-obligation trial. The subscriber is not given the option of cancelling the subscription when the first invoice arrives, and is expected to pay for the full subscription when billed.

HEAD OF HOUSEHOLD
The person within a family or household who is responsible for the major purchase decisions; sometimes, a male head and female head of household are considered separately.

HIATUS
A period of time during which there is no advertising activity.

HIGH CONTRAST
In photography, a reproduction in which the difference in darkness (density) between neighboring areas is greater than in the original.

HIGHLIGHT
The whitest portion of the original or reproduction that has no color cast.

HIT
The term 2hit" is generally unreliable as a measurement of web traffic. Most commonly, "hits" is a measurement of all files, including graphics files, accessed (downloaded) by users. A single graphics-heavey web page might measure 50 or more "hits" every time it’s accessed.

HITCHHIKER
A broadcast advertising announcement at the end of a program that promotes another product from the same advertiser.

HOLD LIST
A list of former subscribers. (Also see "Expire(s)".)

HOLDOVER AUDIENCE
Those persons tuned to a program who stay tuned to that station or network for the following program.

HOLE
Vacant space on a page.

HOME SERVICE MAGAZINE
A publication with editorial content keyed to the home and home living. Examples of this are Better Homes & Gardens and House Beautiful.

HORIZONTAL CUME
The total number of different people who were tuned to a broadcast station or network at the same time on different days of the week.

HORIZONTAL TRADE PUBLICATION
A business publication editorially designed to be of interest to a variety of businesses or business functions.

HOUSE AD
An advertisement that promotes a feature or service of the newspaper.

HOUSE AGENCY
An advertisingagency that is owned or controlled by an advertiser.

HOUSE LIST
A list of buyers of one or more of a company’s titles/products.

HOUSE ORGAN
A publication issued periodically by a business concern to further its own interest among its employees and its salespeople (internal) or among outlets, suppliers and the public (external) and sometimes among all these classes; also called company magazine or company newspaper.

HOUSEHOLD
Includes all persons who occupy a housing unit. A housing unit is defined as a house, an apartment, a mobile home a group of rooms, or a single room that is occupied (or, if vacant, is intended for occupancy) as separate living quarters. (A recreational vehicle, van, trailer, boat, tent, or the like, if occupied as someone's usual place of residence, also counts as a housing unit.) Separate living quarters are those in which the occupants live and eat separately from any other persons in the building and which have direct access from the outside of the building or through a common hall. The occupants may be a single family, one person living alone, two or more families living together, or any other group of related or unrelated persons who share living arrangements-unless there are nine or more persons unrelated to the person in charge, in which case the living space is classified as group quarters.

Occupants of group quarters (dormitories, barracks, institutions, etc. excluding any staff quarters which satisfy the housing-unit criteria) are by definition not household members.

HOUSEHOLD PENETRATION (HH PEN)
A term used to define coverage within a geography. It is expressed as a percent. Calculated by dividing circulation by the number of households.

HOUSEHOLDER
When the census form for a household is filled out, one person is designated as the householder. In most cases, this is the person (or one of the persons) in whose name the home is owned, being bought, or rented. If there is no such person in the household, any adult household member at least 15 years old can be designated as the householder. Two types of householder are distinguished: 1) a family householder, living with one or more persons related to him or her by birth, marriage, or adoption; and 2) a nonfamily householder, living alone or with nonrelatives only.

HOUSEHOLDS BY EFFECTIVE BUYING INCOME GROUPS
A household's available spending potential is also used by marketers who want to aim their products or services and advertising efforts at those most likely to buy.

HOUSEHOLDS BY NUMBER OF PERSONS
A third household break that is widely used by marketers who seek more precise sales targets is size, or number of persons in the household. Theoretically, for instance, a large household will consume a mass staple at a faster rate than a small one, giving the marketer an insight into the expected repeat-purchase rate. Market Statistics breaks the household total into the six most widely used size groups.

HUE
The main attribute of a color which distinguishes it from other colors.

HUR
Households using radio. (See Sets in use).

HUT
Households using television. (See Sets in use).

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