Glossary

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O & O STATION
A broadcast station that is "owned and operated" by a network.

OBLIQUE
Roman characters that have been slanted to the right, giving the appearance of an italic typeface.

OBTAINED SCORE
This a Gallup-Robinson term for the actual percentage of respondents who prove recall of a print ad before the score is adjusted for color and size or converted to an index score. It is the basis for the final score.

OFF CARD
The use of a special rate not covered by a rate card.

OFF REGISTER
When color printing plates are not perfectly aligned.

OFF-SALE DATE
The date that the copies of a particular issue of a magazine are due to be pulled off of retail displays.

OFFENSIVE SPENDING
Advertising activity intended to secure new business.

OFFICE OF THE CONSUMER ADVOCATE (OCA)
A body within the PRC (see definition) that represents the interests of the general public in proceedings such as U.S. Postal Service rates and reclassification cases.

OFFICIAL ORGAN
Periodical owned by an association or group which is organized for other purposes than publishing the periodical and which makes the periodical its appointed mouthpiece.

OFFPRINTS
File or article published in the full run edition, identically reprinted with a best "weight paper".

OFFSET
Printing in which the image is transferred from the plate to the paper via an intermediary, eg a rubber blanket wrapped around a cylinder as in offset litho.

ON/OFF REPORT
A report prepared by the fulfillment operation, or by the circulation manager, from data supplied by fulfillment. Shows subscribers added to and deleted from the magazine'’ mainfile for each issue. A useful historical record.

ON-CAMERA
Actually seen by the television camera, as an announcer, a spokesman, or actors playing out a scene.

ON-SALE DATE
The date that an issue of a given title is scheduled to be put up on display in retail outlets.

ONE-TIME RATE
Advertising charge for a single insertion, or for any amount of space and any number of insertions if the paper has a flat rate; a rate subject to no discounts.

OPEN-END TRANSCRIPTION
A transcribed broadcast with time for the insertion of local commercial announcements.

OPEN RATE
The basic rate for advertising, same as one-time. Also called base rate, or one-time rate.

OPT OUT
Because of consumer privacy concerns, a growing number of direct mailers give individuals the choice to have their names omitted from a list or database when that list is made available to other companies for outside solicitations. The "opt-out" provision is especially important in many European countries that have Data Protection Laws to safeguard individual rights.

OPTICALS
Visual efects in video such as fades, dissolves, wipes, supers, etc.

ORIGINAL
The copy furnished by the customer for reproduction, such as a transparency.

O.T.O.
One-Time-Only, a spot that runs only once; bought outright or as a makegood.

OUT
Broadcast sound term meaning end it, get rid of it, take it out.

OUT OF SYNC
When picture and sound are not perfectly aligned (not synchronized).

OUTDOOR ADVERTISING
Display advertising (billboards, posters, signs, etc.) placed out-of-doors, along highways and railroads, or on walls and roofs of buildings.

OUTER or OE
The outer envelope of a direct mail piece.

OUTSERT
A page or card enclosed with a magazine in a polybag (see definition) and used for circulation promotion purposes. Similar to a cover wrap (see definition), but not attached to the magazine.

OUTWARD CODE/INWARD CODE
The two portions of the postcode used in certain countries (such as the U.K. and Canada). The first part of the code (outward) directs mail to the sorting area. The second part (inward) directs the mail at the local sortation level.

OVERLAY
In artwork, a transparent covering over the copy where color breaks, instructions or corrections are marked.

OVERLAPING CIRCULATION
Duplication of circulation when advertising is placed in two or more media reaching the same prospects. Sometimes desirable to give additional impact to advertising.

OVERRUN
Additional copies of an advertisement beyond the number actually ordered or needed; extra copies to replace damaged outdoor posters or transit car cards.

OWNERSHIP STATEMENT
A statement that every publication with periodicals-class mailing privileges must print once per year. In addition to company ownership, the statement spells out how many copies of a magazine, on average, have been printed, sold through agents or by mail, or distributed free during the past 12 months, and those numbers for the issue nearest to the statement’s filing date. The statement is also the only public source of newsstand returns data.