| Abbreviation/Terminology | Definition |
| AAA, AA, A | refers to dayblocks/time classes sold in radio (eg/ AAA=6 a.m. to 10 a.m., AA=10 a.m. to 3 p.m., A=3 p.m. to 7 p.m.) |
| ag. li. | see agate line |
| agate line | linear unit of measurement, 1/14th of an inch, usually to measure column depth for newspapers |
| audit | formal review of a publication’s circulation figures performed by a third party agency |
| banner | a graphic advertisement that usually runs across the screen of a website page; a strip ad that runs across the width of a magazine or newspaper page |
| bleed | an area of an ad that runs beyond the margin of a normal printed page |
| broadsheet | newspaper format with two folds, usually larger than tabloid |
| bulk distribution | multiple copies of a publication delivered to the same addressee |
| bus. card | see business card |
| business card | a small print ad, the size of a business card |
| CA | “census agglomeration”; area consisting of one or more adjacent municipalities situated around a major urban core, with a core population of at least 10,000 |
| c’spread | see center spread |
| case binding | type of binding for hardcover books where the binding is sewn together then a hardcover is attached |
| center spread | the two adjacent pages in the center of a magazine or newspaper; a feature that occupies the center of a magazine or newspaper |
| city zone | a publication’s delivery within the geographical boundaries of the city limits |
| classification | a display classified ad (eg. appointment notice, legal notice, bankruptcy notice, birth and death notice, etc.) |
| classified advertising | short text-only ads sorted into categories |
| clickthrough | clicking on an ad to access the advertiser’s website |
| CMA | “census metropolitan area”, an area consisting of one or more adjacent municipalities situated around a major urban core with a core population of at least 50,000 |
| col. in | see column inch |
| coldset web offset | type of web offset printing where the ink is left to dry through ordinary evaporation or absorption |
| column inch | depth of a column measured in inches |
| comb. | see combination |
| combination | a multiple-ad buy |
| comm. | see commission |
| commission | a percentage discounted from the gross cost of an ad and paid by the media outlet to an advertising agency |
| common call | brand name or tag line of a broadcast station or network distinct from its call letters |
| controlled distribution | free distribution of a publication to individuals meeting defined criteria |
| copy | text or spoken words in an ad |
| cost per click | the cost of an ad charged to the advertiser each time the ad is clicked |
| CPM | “cost per thousand” |
| depth | length of page or column from top to bottom |
| designated market (newspaper) | Core market area that a publication serves; defined by the publisher |
| DHTML | “dynamic HTML”, pages generated at request time by scripts |
| digest | a small pocket-size magazine |
| double truck | print ad that occupies two facing pages |
| DPI | “dots per inch”, an output resolution especially for printers which measure the number of dots in a linear inch |
| DPS | “double page spread”, advertising that runs over two adjacent pages |
| earlug | an ad placed on the top left or right corner of the page |
| flexform | “flexible format”, ad of irregular shape or size not included in a publication’s usual ad sizes |
| FTP | “file transfer protocol”, protocol for exchanging data between computers independent of their platforms |
| GRP | “gross rating point”, a measure of the exposure of an ad; reach x frequency |
| gravure | a printing process whereby rollers are engraved with a graphic, filled with ink then transferred onto paper |
| gutter | white space between columns on a page and between the live area of facing pages |
| halftone | representation of shades of colour with solid dots used in offset printing |
| heatset web offset | an offset printing process where the ink is force dried through heating |
| HTML | “hyper text markup language”, a language used to format static pages for viewing in a web browser |
| IBC | “inside back cover” of a print publication, also referred to as 2nd cover |
| IFC | “inside front cover” of a print publication, also referred to as 3rd cover |
| inserts | advertisement printed separately from a newspaper or magazine’s contents and bound in, also referred to as non-ROP advertising |
| interstitial | an ad that appears either before the main page of a website or in a separate browser when the website page loads |
| island | an ad surrounded by editorial content on a printed page |
| junior page | a magazine-sized page in a tabloid-sized format |
| leaderboard | online ad usually 728 x 90 pixels |
| letterpress | a printing process where ink is applied to a raised image area and applied directly onto paper |
| licensing area | a geographical boundary licensed to a broadcaster by the broadcast regulator |
| linescreen | the resolution of a half tone image measured as the number of lines of haftone dots in a linear inch (LPI) |
| live area | type safety area, largest allowable size on a printed piece within the trim area where type and other matter will safely appear |
| LPI | “lines per inch”, see linescreen |
| MAL | “modular agate line”, in newspapers, 1/14th of an inch within a single column |
| matched colour | substituting one colour model eg. CMYK, for another (PMS), based on a visual or electronic comparison |
| OBC | “outside back cover”, also referred to as 4th cover |
| offset printing | a printing process whereby the inked image is transferred from a metal plate to a rubber roller then onto paper |
| open line rate | the cost to advertise one line of type in a newspaper column |
| page impression | the number of times a web page has been viewed by a user |
| page view | see “page impression” |
| “portable document format”, created by Adobe Systems; retains the format of a document as authored in the software that created it | |
| perfect binding | pages of the publication glued to the spine |
| perfector | a sheetfed printer that prints on both sides of the paper simultaneously |
| pica | a unit of print measurement, approximately 1/6 of an inch; see also “point” |
| PMS | “pantone matching system”; a colour model widely used to match non-processed colours |
| point | 1/12 of a pica |
| pop-up | a new window that appears when a web page is loaded or reloaded |
| portal | a website offering a search engine and other services, serving as a gateway to the Web or a niche market |
| position charge | additional costs to guarantee specific placement in a print publication |
| process colour | also called 4 colour process; four basic colours that include cyan, magenta, yellow and black |
| prof. card | “professional card”; see “business card” |
| protocol | a standard process for digital communication |
| qualified distribution | circulation which is confirmed to reach a publication’s target audience by market or by occupation |
| reach | number of individuals an ad is exposed to over a specific period of time |
| repro | “reproduction”; a high resolution reflective output |
| ROP | “run of press”; the main printed contents of a publication |
| saddle-stitched | binding of a magazine, booklet, etc through stitching or stapling the back centre fold |
| SGML | “standard generalized mark-up language”; an authoring standard used to format structured documents; precursor of HTML and XML |
| sheetfed offset | a printing process where individual sheets of papers are fed into a printer instead of continuous rolls of paper |
| skyscraper | a tall ad (eg. 120 x 600) appearing on the right or left side of a webpage |
| spiral binding | binding method where single sheets are bound 1-up with a plastic or metal coil |
| sponsorship | the branding of editorial or programming content by a paying advertiser |
| spot colour | a unique colour on a printing press usually other than CMYK (eg. a pantone colour) |
| tab | see tabloid |
| tabloid | a newspaper format, folded once, usually smaller than a broadsheet |
| TIFF | “tagged image file format”; an uncompressed, bitmapped file format usually used for high-resolution contones |
| tile | a small square ad (eg. 125 x 125) on a webpage |
| traffic | web usage |
| transfer media | portage storage device for transporting files, data from one computer to another |
| trim size | final size of a printed piece after excess paper is trimmed |
| unique user | distinct user to a website identified by IP address |
| Publisher’s Statement of Circulation | circulation figures for print media, usually provided by the publisher and not sworn by a guarantor |
| URL | “uniform resource locator”; an address on the World Wide Web |
| viral marketing | a.k.a. buzz marketing; marketing through word of mouth |
| volume discount | a lower ad price for larger quantities of ad space |
| web offset | a printing process which uses continuous rolls of paper that are folded and cut after printing; used for high-volume print publications |
| XML | “extensible markup language”; HTML which uses a DTD (document type definition) |
| Zip | a file compression algorithm usually used on a windows platform |
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