Glossary

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BACK-TO-BACK SCHEDULING

Two or more commercials run one immediately following the other.

BACK BONE

Edge of magazine, catalog, booklet, brochure or book where pages are secured (bound) and where title may be printed (spine).

BACK OF BOOK

The section of a magazine following the main editorial section.

BACK SHOP

The composing room.      

BADPAY

Also called "credit cancels". Subscriptions that the publisher suspends for nonpayment. (Also see "Good-Faith Copies".)

BANNER

Multi-column header used to identify a section.

BANNERAD

A color, graphical advertisement that appears at the top and/or bottom of aweb page. Also known as "ad banner" . Standard size: 468 x 60 pixels.Acceptable file formats are *.GIF and *.JPG (called JPEG).

BANNER HEAD

The artwork appearing at the top of a publication cover. If a publication´s title has changed it may use the prefix "formerly..." underneath its current title for one month after the change.

BARTER

An advertising medium that sells time or space in return for merchandise or other non monetary returns: also a television programming offer in which astation is offered a syndicated program in exchange for commercial positions within the program.

BASE LINE

Imaginary horizontal line on which the bottom of each character sits.

BASE RATE

In print, the highest rate charged to an advertiser on which all discounts are placed. Also called open rate, or one-time rate.

BEAT

Subject or territory assigned to a reporter for regular coverage.

BENDAY

Process affords shadow effects without necessity of half tone cut and patterns without actual art work.

BILL BOARD

An outdoor psoter: cast and production information that follows a broadcast program: a six-second radio commercial; a short commercial announcement, usually eight or ten seconds in length, announcing the name of the sponsor, at the start and close of a program.

BILLING

(a) A charge made to an advertiser by an advertising agency, based on the listed or gross charges of the media from which space or time has been purchased, along with any other charges and fees incurred by the agency that are passed on to the advertiser.

b) Loosely, the money spent by an advertiser through an agency.

(c) The actual charge made by a medium of communication to an advertising agency; the gross charge less the agency discount.

BI-WEEKLY

Publication issued every two weeks.

BIND-INCARD

Most magazines include inserted (or blown in "see definition" )subscription promotion cards.

BIPadNUMBERS

Five-digit numbers assigned to each national distributor and to some individual publishers and wholesalers, used for purposes of distribution,billing and credits for unsold copies, or returns. Each distributor is assigned a series of numbers and each title is in turn assigned a number within the series.

BLACK & WHITE (B&W, B/W)

Printing with black ink on white paper (or vice versa); no color. Also known as monotone.

BLANKET CONTRACT

A special rate or discount that is granted by an advertising medium to an advertiser who promotes several products or services through more than one agency.

BLEED

1. Illustration or advertisement with inked impression to the trimmed edges; no margin on one or more sides; advertising rate for bleed page is higherthan for type page.

2. Area on printing plates which extends beyond margin of final trimmed sheet.

BLEED PLATE SIZE

Mechanical requirement for dimensions of printing plate for bleed page considerably larger than trim size and usually larger than overall paper size ofpage by 1/8 inch,3 mm,... top, bottom and outside margins to permit trim on those three sides; specified on rate card and in SRDS listing.

BLEED THROUGH

When the printed image on the reverse side of the sheet or on the sheet below is visible through the paper.

BLINDAD

Advertisement where in the identity of the advertiser is concealed via use ofa Box Number.

BLOCK

(1)Standard paragraph in which the first character of the first line is not indented; typically, set with a blank line between paragraphs.

(2)Consecutive broadcast time periods.

BLOCKS

Letterpress printing surface made from etched metal. Camera ready artwork -Copy prepared to a standard which can be photographed for plate making.

BLOW-IN OR BLOW-IN CARD

A subscription promotion card blown loosely into a magazine so that it will fall out and attract attention. Paid and controlled titles use blow-insprimarily as an ongoing source of new business.

BLOWUP

A photographic enlargement.

BOLDFACE

Darker version of the regular type formed by heavier strokes.

BODYCOPY

The main text of a print ad. Usually set in smaller type size (generally9-14 pt.) than headlines or subheads.

BONUS CIRCULATION

Circulation delivered by a publication that is above and beyond the circulation on which an advertiser´s rate is based.

BOOKING

Scheduling a broadcast program or commercial.

BORDER

A line around an ad.

BOXES & PANELS

A "box" is copy around which a line has been drawn, while a "panel" is an elongated box that usually runs the whole length or width of an ad. Boxes and panels are generally used in advertisements to set apart coupons, special offers, contest rules, order blanks, etc. - but may also be used just to setapart or emphasize selected copy.

BPA INTERNATIONAL

One of the two dominant circulation auditing organizations, headquartered in New York City. BPA International currently has 5,195 members, including 1,781 business publications, 427 consumer publications, and 1,797 advertisers and ad agencies, plus newspaper, Web site and associate members. (Also see "ABC" ).

BRAND DEVELOPMENT INDEX (BDI)

A comparative measure of a brand´s sales in one market, compared with other markets, used to decide the relative sales value of one market versus another (see Category Development Index).

BRAND EXTENSIONS

Also referred to as "ancillary products" . New products or services that complement the main, branded product. For instance, a consumer magazine that represents a strong brand may spin off various merchandise bearing the magazine´ s name, such as books or CDs, while a business title might spin offtrade shows, books or business information services.

BRE

Acronym for business reply envelope, a key element of the typical subscription promotion package. BREs are postage-paid to encourage response fromthe prospect.

BREAK

Time available for purchase between two broadcast programs or between segments of a single program.

BREAKDOWN

The division of circulation as to types of business or industry reached, the functions or titles of recipients, and/or their demographic characteristics or geographical location.

BROADCAST ADVERTISERS REPORT (BAR)

A commercial broadcast monitoring service that is available on a network and market-by-market basis.

BROAD SHEET

A newspaper size that differs one to another.

BROADSIDE

A form of direct mail advertisement or handout, larger than folders and sometimes used as a window display or wall poster in stores, which can be folded to a compact size and fit into a mailing envelope or bag.

BROCHURE

An elaborate booklet, usually bound with a special cover.

BROMIDES

Photographic light sensitive paper producing a positive image.

BUDGET

A magazine´ s projected circulation numbers and revenues for the year. The budget, now most often developed with the help of a computer model, is based on an analysis of the volume and revenue to be produced by various circulation sources, along with their costs.

BUILDING BLOCK FORMATS

Combination of different advertising formats to form larger formats. 

BULK CIRCULATION

Sales in quantity lots of an issue of a magazine or newspaper. The purchases are made by individuals or concerns and the copies are usually directed to lists of names supplied by the purchasers. In the A.B.C. report, bulk circulation is listed separately from single-copy sales.

BULK DISCOUNT

A discount ofered by media for quantity buys (see Quantity discount).

BULK-MAILING

Third-class postal handling of not less than 200 pieces (copies of a publication), if delivered to post office in bundles sorted by states/regions and cities of address and tied with string.

BULK RATE

See Bulk discount.

BULK SALES

1. Definitions applicable to Audit Bureau of Circulations: all copies or subscriptions purchased in quantities of five or more which promote the business or professional interest of the purchaser; single copy sales in bulk-sales of copies of a single issue of a publication in quantities of five or more to one purchaser; term subscriptions in bulk-subscriptions for two or more consecutiveissues of a publication sold in quantities of five or more to one purchaser.

2. Definition applicable to Business Publications Audit of Circulation: two or more copies of publication (whether or not individually wrapped or addressed) sent to a single addressee.

BULLDOG EDITION

An edition that is issued and on sale earlier than regular editions. Usually applies to morning newspapers. There are also Bulldog Sunday editions that go on sale Saturday night.

BULLET

Large dot, box, or other symbol used as a graphic element in body copy.

BUSINESS CARD

A small print advertisement, announcing a business, that does not changeover time (see Rae holder).

BUSINESS PAPER

A publication directed to a particular industry, trade, profession, orvocation. A horizontal business paper is designed to reach all groups in a broad trade or industry regardless of location or occupational title. A vertical publication is for a specific profession, trade, or occupational level within or across various industries.

BUSINESS PRESS

Publications, advertising media, addressed to those in trade (merchandising trade papers), in production (industrial and vertical papers), in professions (professional), in executive or managerial positions (executive, horizontal) andin hotels, schools, hospitals, etc. (institutional).

BUSINESS PUBLICATION

A business publication is one dealing with management, manufacturing, salesor operation of industries or businesses, or some specific industry, occupation or professions, and which is published to interest and assist persons actively engaged in the field it covers.

BUSINESS PUBLICATIONS AUDIT OF CIRCULATION (BPA  International)

An independent, non-profit organization of advertisers, agencies, and publishers which provides verified audits of circulations, primarily of business publications but also trade shows.

BUY

The process of negotiating, ordering, and confirming the selection of a media vehicle and unit; as a noun, the advertising that is purchased from a vehicle.

BUY SHEET

The form used by a media buyer to keep track of the data ona media selection "buy" .

BUYER

See Media buyer and Media planner.

BUYER´S GUIDE

An issue of a publication or an independent publication which lists for a single field manufacturers and suppliers by product, trade names and other information for the field, carrier advertising.

BUYINGSERVICE

A company primarily engaged in the purchase of media for advertisingpurposes; it supplants part of the advertising media function; also called media buying specialist or time/space buying specialist/service .