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Camera-Ready
Copy
An
ad saved as a PDF or a slick that does not require any
camera work, pasteup or type setup.
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Color
Separation
The
operation of separating artwork into the four process
colors by means of filters in a process camera or by electronic
scanners. The result is four continuous-tone films (negative
or positive), which when screened are used to make printing
plates.
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Column
Inch
Area
that is one column wide by one inch deep.
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Cooperative
Advertising
Advertising
paid for by both the national (brand name) and the local
advertiser. Also, advertising in which several normally
competing firms get together to do a common selling job. |
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Cost
Per Thousand (CPM)
Used
in comparing or evaluating the cost efficiency of publications
or broadcast schedules. For publications, it is determined
by dividing the rate or specific advertisement cost by the
circulation or number of readers. For broadcast media, it
is determined by dividing the commercial rate of homes or
people tuned in. In determining the CPM of homes and people
reached, average audience is used. Simply, the advertising
cost to reach 1,000 units of audience. |
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Double-Truck
Two
facing pages used for a single, unbroken advertisement.
Also, called a two page spread and usually incorporating
a gutter.
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Frequency
The
average number of times an audience member is exposed to
a medium. Usually referred to as average frequency. |
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Layout
Put
visual elements into a pleasing and readable arrangement. |
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Linage
The
total amount of space taken up by advertising, expressed
in agate lines or column inches. Can refer to a single ad,
total ad space for a page, an entire paper, or a total amount
over some period of time. |
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PASS
(Preferred
Ad Submission Size) Many newspapers, including several in
the Metro Iowa Plus newspaper group are printed on a 50"
web width paper. A 50" web column is 1.8331" wide. |
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Pica
A typographic
unit of measurement: 12 points=1 pica or 1/16" (0.1666"),
and 6 picas=1" (or 0.996"). Also, used to designate
typewriter type 10 characters per inch (as opposed to elite
typewriter type, which has 12 characters per inch). |
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Process
Color
Also
called full color. Refers to the four-color process reproduction
of the full range of colors by the use of four separate
printing plates, one for each of the primary colors--magenta
(process red), yellow, and cyan (process blue)--and one
for black. In process color reproduction, the colors are
mixed optically by the eye of the viewer rather than mechanically,
as in painting. |
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Proof
First
reproduction of the ad as it will appear in the newspaper.
Often used to check accuracy. |
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Quarterfold
One-fourth
the size of a broadsheet or standard page. |
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Reach
The number
of different persons or homes exposed to a specific media
vehicle or scheduled at least once. Usually measured over
a specific period of time. |
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Reverse
White
letters in a gray, black, or color area. |
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ROP
Run of
paper. Denotes advertising that appears within the newspaper
itself (as opposed to inserts). |
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SAU
Stands
for "Standard Advertising Unit." SAUs are a series
of standard ad size formats that may be accepted in up to
1,500 different daily newspapers. Created to make it easier
for a large advertiser to place the same ad in many different
newspapers without adjusting the ad to different column
specifications. A regular SAU column is 2-1/8" wide. |
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SAU
50
See
PASS |
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Spadea
A
single page folded vertically around the spine of a section
(typically the color comics) covering 1/2 of the front
page and 1/2 of the back.
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Spec
Ad
A preliminary
layout showing the position of illustrations and text of
a proposed ad. |
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Screen
The
fineness of the dot structure of a photograph or art.
Most dailies use 85-100 line screen.
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Tear
Sheet
A full
page torn from a newspaper given to an advertiser to show
proof of publication. |
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Velox
A screened
or line print of advertising copy ready to reproduced in
the newspaper. |
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White
Space
The area
left open in an ad that is not printed over with type and/or
art. |
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