| Glossary
of Common Newspaper Terms:
Agate
Line
- A measurement of newspaper space. There are 14 agate lines
to every inch of depth in a newspaper column.
Circulation
- The number of copies of a newspaper sold or distributed.
Closing
Date - The deadline date specified for your advertising
materials to be received by the newspaper.
Column
- One of a number of equal-sized vertical units of space
in a publication. Columns in the classified section are
usually narrower than columns elsewhere in the paper.
Copy
- The written advertising message.
Cost
Per Thousand (CPM) - A dollar figure used to
evaluate the relative cost of a media schedule. For example,
if a newspaper ad is estimated to reach 42,000 different
households and costs $322.00 per ad, the CPM is $ 7.67 ($322.00/42=$7.67).
Headline
- The first line of advertising copy, usually printed in
large type.
Insertion
- Placing an ad in a newspaper.
Layout
- A working drawing that shows how the finished ad will
look.
Logo
- The symbol of the product or company name.
Mechanical
Requirements
- The size and form in which a newspaper requires your ad
material.
Proof
- A copy of a print ad which is furnished to you as soon
as the ad is created and before it runs. Corrections can
and should be made immediately.
Readership
-
The number of persons who actually read a newspaper. For
example, one household receives a single newspaper (reflected
in circulation), but three members of the family actually
read it.
Run-Of-Press (ROP) -
Your ad is placed anywhere in the newspaper at the publisher’s
discretion - with no guaranteed position.
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