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| enable an advertiser to make a striking presentation by using a third page that folds out and gives the ad an extra large spread |
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| those where the advertisement extends all the way to the end of the page, with no margin of white space around the ad |
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| where two or more versions of an ad are printed in alternate copies of a particular issue of a magazine |
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| computerized production process that allows the creation of hundreds of copies of a magazine in one continuous sequence |
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| reproduces a message by projecting ink onto paper rather than using mechanical plates |
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| Controlled-circulation Basis |
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| copies are sent (usually free) to individuals the publisher believes can influence the company's purchases |
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| occurs when the primary subscriber or purchaser gives a magazine to another person or when the publication is read in doctor's waiting rooms or beauty salons, on airplanes, and so forth |
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| calculated by multiplying readers per copy (both primary and pass-along) by the circulation of an avg issue |
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| offer the advertiser the opportunity to buy space in a group of publications as a package deal |
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| involve two or more publishers offering their magazines to an advertiser as one package |
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| deals that include several different media opportunities from a single company or a partnership of media providers |
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| found throughout the newspaper and generally uses illustrations, headlines, white space, and other visual devices in addition to the copy text |
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| provides newspapers with a substantial amount of revenue. Arranged under subheads according to the product, service or offer |
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| Market Area composed of the city where the paper is published and contiguous areas similar in character to the city |
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| market outside the city zone whose residents regularly trade with merchants within the city zone |
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| General Advertising Rates |
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| apply to display advertisers outside the newspaper's designated market area and to any classification deemed by the publisher to be "general" in nature |
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| Retail/Local advertising rates |
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Definition
| on average 75 percent lower than those paid by general advertisers |
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| means papers offer no discount for quantity or repeated space buys |
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| means various discounts are available |
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| means newspaper can place the ad on any page or in any position it desires |
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| paid by the advertiser to ensure a specific section and or position on a page |
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| where advertisers get a discount for using several newspapers as a group |
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