Glossary

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GATE-FOLD
1. A 4-page sheet, creased and folded approximately halfway of its width so as to bind one end and to open (like a gate) to a double-page size, avoiding the loss of space in the gutter of a two-page spread.
2. A special space unit in magazines, usually consisting of one full page plus an additional page or part of a page that is an extension of the outer edge of the original page and folds outward from the center of the book as a gate.

GENERAL
All display advertisements that are not for retail stores fall under the general advertising structure. The major general rate categories include national manufacturers, and service providers such as travel, financial, health, and entertainment. There are a few special rate cards for some segments within the general rate structure.

GENERAL EDITORIAL MAGAZINE
A consumer magazine not classified as to specific audience.

GENERATION
Each succeeding stage in reproduction from the original copy.

GEOGRAPHIC SPLIT RUN
A split run where one ad is placed in all of the circulation which falls within a specified geographic area and another ad is placed in other geographic areas or the balance of the country.

GIF (*.GIF)
The "Graphics Information File" or GIF was pioneered by CompuServe as one of the earliest formats for electronic imaging. Today’s GIF formats support a 256-color palette, simple cell animation and a transparent background color. Popular on the web for design-oriented graphics, icons, logos, banners, etc.

GIRO (Postal Giro)
A method of payment used widely in other countries. A giro account is set up at a bank or post office, and funds are electronically transferred from one account to another. Until recently, the system operated only within individual countries. A European-wide giro system has now been established.

GIVEAWAY
A free offer; a broadcast program that offers free gifts as prized.

GLOSSY
A shiny-finish print of a photograph.

GONE-AWAYS
A term used in some foreign countries. Indicates that the addressee is no longer at that address.

GOOD-FAITH COPIES
Copies served on subscriptions ordered on credit, in expectation of payment. If payment is received, these become paid copies. If not, they are considered unpaid copies for auditing purposes.

GRACE COPIES
Copies served to subscribers retained on an active subscription list after expiration.

GRAVURE
Recesses on a cylinder are filled with ink and the surplus is removed with a blade. The paper contracts the cylinder and "lifts" the ink from the recesses.

GRID CARD
Spot broadcast advertising rates that are set in a matrix format to allow a station to set rates based on current audience ratings and advertiser buying demand; for example,
60-sec. 30/20 sec. 10 sec.
A $ 250 $ 175 $ 125
B $ 245 $ 172 $ 123
C $ 240 $ 170 $ 121
D $ 230 $ 165 $ 120

GROSS AUDIENCE
The combined audience of a combination of media or a campaign in a single medium. For example, if Medium A and Medium B have audiences of 7 million and 6 million respectively, their gross audience is 13 million. To go from gross audience to net audience, one must subtract all duplicated audiences.

GROSS BILLING
The cost of advertising at the highest advertising rate; the total value of an advertising agency’s space and time dealing (see Billing).

GROSS IMPRESSIONS
The sum of audiences of all vehicles used in a media plan. This number represents themessage weight of a media plan. The number is sometimes called the "tonnage" of the plan, because it is so large.

GROSS RATE
The published rate for space or time quoted by an advertising medium, including agency commission, cash discount, and any other discounts.

GROSS RATING POINTS (GRP)
A measure of the total gross weight delivered by a vehicle (or vehicles). It is the sum of the ratings for the individual announcements or programs. A rating point means an audience of 1 percent of the coverage base. Hence 150 gross rating points means 1.5 messages per average home. Gross rating points are duplicated ratings. Also, reach times frequency equals GRPs.

GROSS RESPONSE
Also called "response" or "return". The total number of prospects who order a subscription from a given promotion effort or series, expressed as a percentage of total promotions mailed. (Also see "Net Response".)

GROUP DISCOUNT
Lower advertising rate to advertiser in a group of publications.

GROUP SUBSCRIPTIONS
Subscriptions purchased in quantities of five or more, paid for by an employer for his/her employees and mailed by the publisher to individual recipients.

GUARANTEED CIRCULATION
The circulation level of a print vehicle on which the advertising space rate is based. Similar to rate base circulation except that an advertiser is assured of an adjustment if the circulation level is not achieved.

GUTTER
The inside margins of facing pages; the point at which a saddle stitched publication is bound.

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