Glossary

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MAGAZINE
A periodical, usually bound, generally published monthly or more frequently.

MAGAZINE CONCEPT
Buying a certain number of broadcast announcements from a station which a certain guaranteed audience level, without selecting the specific times or programs.

MAGAZINE SUPPLEMENT
A magazine section of a Sunday or daily newspaper distributed either locally or nationally.

MAIL-IN PREMIUM
A premium offered at the point of sale in a retail store to be obtained by the consumer by mailing a box top, coin, or label to the manufacturer.

MAIL ORDER ADVERTISING
Type of advertising in which the complete sales transaction is handled through advertising and by mail.

MAIL ORDER SELLING
Technique of marketing in which sales are made without use of personal solicitation or of retail outlets but entirely by advertising, mail follow-up and orderssent in by mail.

MAIL PREFERENCE FILE (MPF)
The name of those who do not want to receive direct mail solicitations. Other terms used internationally: Robinson list, pander file, suppression file. The Direct Marketing Association maintains a continually updated suppression file, called the Mail Preference Service, which is based on request from consumers and available to mailers in various formats. The DMA also maintains an opt-out file for telephone solicitations, called the Telephone Preference Service. (Also see "Opt Out.")

MAIL SUBSCRIPTION, INDIVIDUAL
Subclassification under the head paid circulation, defined as a subscription served by mail and qualifying as paid, distinguished from net single copy sales and mail subscription special.

MAIL SUBSCRIPTION, SPECIAL
Subclassification under the head paid circulation, defined as copies served on a subscription sold to business concernes in quantities of 5 or more on business publications, 11 or more on general magazine; at basic subscription price for employees and branch offices, mailed by publisher to individual names and addresses furnished by purchasers.

MAILINGS
Sourting and routing on the advertiser´s file adresses, the day of the publication of its advertising.

MAINFILE or MASTERFILE
The master compute record (tape, disk, card or plate) of a magazine’s subscriber list. Contains name, address and other information, such as price and term, expire issue, start issue, payment status and sales method. Controlled magazines’ masterfiles contain extensive demographic data. Database systems make it possible to maintain transaction histories and a plethora of other data. Frequently, some expires are maintained on the mainfile as inactive records.

MAINLINE
The multi-title magazine display rack in supermarkets and other mass outlets, often not at the front of the store. For publishers, not as desirable as checkout display (see definition).

MAKEGOOD
An announcement or advertisement run as a replacement for one that was scheduled but did not run, or that ran incorrectly.

MARKET
See Target market and Target group.

MARKET ANALYSIS OR MARKET SURVEY
That branch of commercial research that measures and evaluates the possible or actual sales of a product; distinguished from marketing analysis or marketing research, the study of methods of selling and promoting the product.

MARKET INDEX
The factor chosen to measure relative sales opportunities in different geographic or territorial units. Any quantitative information that makes it possible to estimate this might be used as a market index. A General Market Index is a factor developed that influences the purchase of a specific product or groups of related products. Sometimes called Market Development Index or Category Development Index.

MARKET OUTLINE
The measurement of the share of market based on total purchases of a particular brand or groups of similar brands with a product category during a specific time period.

MARKET PATTERN
The pattern of a product´s sales in terms of the relation between the volume and concentration either by total market or by individual market. A thick market pattern is one in which a high portion of all people are prospects for a product. A thin market pattern is one in which a low portion of all people are prospects for a product.

MARKET POTENTIAL
That portion of a market that a company can hope to capture for its own product.

MARKET PROFILE
A demographic description of the people or the households in a product´s market. It may also include economic and retailing information about a territory.

MARKET SHARE
A product´s share of an industry´s sales volume.

"MARRIAGE" SPLIT
Occurs when more than one advertiser buys the total circulation of a magazine and each of the advertisers runs its ad in only a portion of that circulation. For example, an advertiser with distribution in ..... and one with distribution in ..... may split an ad in a magazine that permits this. In this case, the advertiser with distribution in ..... would use only that part of the magazine´s circulation which reaches its zone/region and the other advertiser would use the remainder.

MASKED IDENTIFICATION TEST
A method of assessing an ad´s effectiveness by finding the percentage of respondents who can identify the advertiser or brand when all identifying marks are concealed.

MASS MAGAZINE
Magazine of a general nature that appeals to all types of people in all localities.

MASTHEAD
A summary of a publication´s identification and ownership, usually appearing on page carrying table of contents.

MAT SERVICE
A service to newspapers that supplies pictures and drawings for use in advertisements; entire prepared advertisement may be offered ("mat" is slang for "matrix").

MATCH CUT
TV term involving cutting from camera shot of one object to a similarly shaped object in a different location.

MATCH DISSOLVE
A slower form of the match cut.

MATERIAL SPECIFICATIONS
This is the form in which artwork is acceptable from an advertiser. Failure to supply correct artwork may result in an extra charge or the loss of agency/publishers´ discount. This will be different for mono and colour advertisements, and may be different for adverts appearing on covers. Mono: Artwork may be required in the form of film, or if not one of the following forms:
Bromides, Blocks.

MAXILINE
The maximum milline rate for a newspaper

MAXIMIL/MINIMIL
Milline rates for newspapers offering sliding scale discounts. The maximil is the miniline computed on the maximum line rate. The minimil is computed on the lowest line rate available.

MEASURE
The width or depth of type matter.

MECHANICAL
Assembly (paste-up) of the elements of an ad on layout paper or board to indicate position and size from reproduction.

MECHANICAL REQUIREMENTS
Heading on rate cards under which appear the publication´s specifications about plate sizes, number and which of columns, screen of halftones, etc.

MECHANISM
Application of printing plates to paper.
Offset, Rotary, Flat bed...

MEDIA BUYER
The person who is responsible for purchasing advertising space or time; often skilled in negotiation with the media.

MEDIA PLANNER
The person who is responsible for determining the proper use of advertising media to fulfill the marketing and promotional objectives for a specific product or advertiser.

MEDIA RECORDS
A detailed report of advertising volume by selected brands in selected daily and Sunday newspapers in selected cities.

MEDIA STRATEGY STATEMENT
Prepared by an agency, outlining the specific media that it believes best accomplish the brand´s marketing objectives (as outlined in the market strategy statement) within the funds available.

MEDIA SURVEY
A survey to measure the penetration of a particular medium into one or several markets.

MEDIA TRANSLATION
The process of reducing a national advertising media plan to local level in order to test a product or campaign locally. It also can mean the expansion of a local advertising campaign to a national level.

MEDIA WEIGHT
Refers to the gross number of advertising messages delivered by a vehicle or group of vehicles in a shedule.

MEDIAN AGE
A calculation that divides the age distribution of the population into two equal groups, with one-half of the population older, and one-half younger, than the figure show.

MEDIAN HOUSEHOLD EFFECTIVE BUYING INCOME
This calculation takes the household distribution of Effective Buying Income, or EBI, and divides it into two equal groups, with half the households above, and half below, the resulting figure. The value is calculated by linear interpolation within estimated $,£--- income groups; it will generally differ somewhat from the result of a similar interpolation in the broader income intervals shown.

MEDIUM
Any media class used to convey an advertising message to the public, such as newspapers, magazines, direct mail, radio, television and billboards.

MERCHANDISE LINE SALES
These data show total sales on broad product categories, such as groceries and the other food products, footwear and so on. Merchandise Line totals are becoming increasingly popular because they give a more realistic estimate of a product´s area potential than is provided by store-type sales.

MERCHANDISING
1. Buying and selling goods and all their functions; sometimes excluding advertising and salesmanship; adjusting purchases to sales possibilities; product planning for profitable distribution.
2. Any activity that makes advertising or other promotion more effective, especially by calling it to the attention of influences that might otherwise overlook it as by means of preprints or reprints of ads, enlargements for point-of-sales material, furnishing lists of dealers, etc.

MERCHANDISING SERVICE
Any publication service that increases the effectiveness of advertising by translating it into advantages for dealers, retailers, and salespeople and by projecting the advertiser´s message beyond the publication´s usual circulative channels, includes use of advertising in point-of-sales displays, direct mail, etc.

MERGE/PURGE
To combine two or more lists by computer, eliminating all but one of the duplicated names so that the prospective subscriber will not receive duplicate copies of the same promotion.

MESSAGE DISTRIBUTION
Measurement of media audience by the successive frequency of exposure, for example, saw one, saw twice, and so on.

MESSAGE WEIGHT
Refers to the gross number of advertising messages delivered by a vehicle or group of vehicles in a schedule.

METRO RATING
The broadcast rating figure from within a metropolitan area.

METROPOLITAN AREA
A geographic area consisting of a central city of 50,000 population or more, plus the economically and socially integrated surrounding area, as established by the federal government; usually limited by country boundaries (slang "metro area").

MIDDLE TONES
The tonal range between highlights and shadows or a photograph or reproduction.

MILLINE RATE
A means of comparing rates of newspapers. It is the cost of one agate line per million circulation. The milline rate is computed by multiplying the line rate by 1 million and then dividing by the circulation. The factor of 1 million is used merely to provide an answer in convenient terms of dollars and cents rather than in fractions of a cent.

MINILINE
The milline rate for a newspaper at its minimum rate.

MINIMIL RATE
This represents the minimum cost of one line of advertising per million circulation at the lowest rate available after deducting all space of frequency discounts.

MINIMUM DEPTH
Most newspapers have minimum depth requirements for advertising. In general, an ad must be at least one inch/mm/...high for every column it is wide. For example, if an advertiser wants an ad to run that it eight columns wide, it must be at least ...inches/mm...high.

MINIS
A real reduction of the newspaper/magazine. They retake the pages published in the full run edition and add the textes and visuals of the advertiser.

MOIRE
Objectionable patterns that appear when two or more screen patterns are placed over one another.

MONOGRAM
A special limited-run edition of the journal devoted to a single sponsor or advertiser, usually linked to a special event. These are made available to clients as an added-value package built in with a run-of-paper advertising campaign. The front page is branded with the logo of the advertiser. Other areas of the paper are dedicated to news of the event with editorial, pictures and graphics. A special limited run (minimum....copies) is printed and delivered directly to the event or other location of the advertiser´s choice ready for direct distribution.

MODEL
A circulation model is any mathematical simulation used to forecast overall financials and circulation levels or revenue. Although most modeling today is done with computers, some companies still work models manually, with spreadsheets. List modeling is the practice of using statistical tools, such as regression analysis (see definition), to identify particularly good or poor prospects for the purpose of enhancing response.

MONTH PRECEDING
In specifying closing dates for advertisements, the month before publication date of the magazine or publication.

MOD PROGRAMMING
Maintaining a single approach or characteristic in broadcast programming.

MRI-Mediamark Research, Inc.
A company that measures magazine audiences using the recent-reading technique.

MULTIBUYER LIST
A list of duplicate names found on several direct mail lists, which is a by-product of a merge/purge (see definition). These are sometimes subdivided into "two-hits," "three-hits" or more, depending on the number of matches. Because these are the most productive prospect names, it is frequently economical to remail to them one or more times after the main mailing. List brokers can arrange for this.

MULTIPLE INSERTION
National advertisements of the same product/same size/same coloration appearing within a calendar week.
For the "insertion discount", additional ads will not credited toward the advertiser´s volume or frequency contract fulfillment.

MULTIPLE PAGES
An advertisement, 2 or more consecutive paid pages or 2 or more pages that are not consecutive but are separated only by editorial.

MULTI-SPONSORED SUPPLEMENTS
Feature a variety of topics relevant to the specific interests and concerns of the readers and advertisers.