Glossary

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WAIT ORDER
An instruction or request to delay publication of a print advertisement; also, but seldom, used in broadcast.

WALL CHARTS AND CALENDARS
The centre spread of either Section One or Section Two can be devoted to a wall chart, calendar or poster sponsored by the advertiser. Reprints are subsequently produced on laminated paper for use by the advertiser (minimum...) for direct mail or other promotional programmes.

WARM COLORS
A color that appears reddish or yellowish.

WASTE CIRCULATION
The audience members of a magazine or newspaper who are not prospects for a particular advertised product. Circulation in an area where an advertiser does not have distribution of his product.

WEB
Printing from a continuous length of paper (ie a roll or reels).

WEIGHT
Relative thickness of the strokes of a letter; bold type has heavy weight, pale type has light weight.

WHITE MAIL
Unsolicited subscription orders or letters.

WHITE SPACE
The space in a print advertisement that is not occupied by text or illustration; does not have to be white in color, however.

WHOLE-COPY CLAIM FORM (WCC)
Claim form submitted by a wholesaler in place of actual magazine headings or affidavit. This procedure is used when a wholesaler is instructed to return whole copies or when whole copies are to be used for promotion purposes.

WHOLESALER
Regional and local companies that physically distribute magazines to single-copy retail outlets and process returns. Wholesalers, who may also engage in marketing and in-store service, have traditionally purchased magazines at 40 percent off cover price, but that figure is becoming more negotiable. Retailers have in recent years caused a massive consolidation of wholesalers, and a revolution in the traditional single-copy distribution system, by putting their business out to bid. Within the evolving distribution system, it is common for one or a few wholesalers to be responsible for magazine distribution to an entire retail chain, however geographically far-flung.

WIPE
TV production optical technique that changes scenes by using one picture to literally wipe or push another one off the frame.

WITHHOLDS
Shipped single copies that never reach the racks. Wholesalers sometimes withhold copies, cut allotments and return the remainder because they believe they are being oversupplied with a given title, or because a retail outlet will accept only a portion of its allotment. Withholds have become more common as retailers’ power has grown.

WOMEN'S SERVICE MAGAZINE
Magazine appealing directly to women (housewives specifically), and whose editorial contents are designed to further their knowledge as homemakers.

WRAPPERS
Full colour, double-sided supplements, produced outside the run-of-paper for special events: printed on art paper and hand wrapped around the outside of the regular edition, and delivered to a location of the advertiser's choice for distribution.

WEB
Printing from a continuous length of paper (ie a roll or reels).