Log in error:
Your username is incorrect, please try again or retrieve username.
Your password is incorrect, please try again or retrieve password.
Your password and username are incorrect, please try again or retrieve password - retrieve username.
Glossary
Glossary of terms
| Term / Subject | Description |
| AB | UK socio- economic classification to describe high status individuals |
| ABC | The Audit Bureau of Circulations (ABC) is an independent body that verifies circulation figures for newspapers, magazines, B2B publications, directories, leaflets, exhibitions and websites in the UK and the US, and for certain international newspapers and magazines. ABC is divided into two; Business to Business and Newspapers & Consumer Magazines |
| Advertorial | Advertising within the publication in an editorial/article style on the proviso that it is clearly entitled "advertisement" or "promotion" |
| AIR | Abbreviation of Average Issue Readership - the estimated number of people who claim to have read or looked at an average issue of a publication. |
| Attitude Research | Qualitative or Quantitative Research that examines the values, perceptions motivations or attitudes of respondents and their opinions about products, companies, media their lifestyle and so on. |
| Audience | A group of people who see or hear an advertisement or advertising campaign. The readers of a publication. |
| Audited Circulation | Circulation that has been verified, usually by an independent company. The auditing company should be nationally or internationally recognised, and the audit period is as up-to-date as possible. |
| Average frequency | Estimate of the average number of opportunities to see advertising insertions in a given media schedule. Another name for average OTBS. It is calculated by dividing gross reach by net reach. |
| Awareness | Penetration of a product, concept or advertisement into the conscious mind. Awareness-raising is often the aim of a campaign and is expressed as a percentage of the target audience. There are two types of awareness: spontaneous and prompted. |
| Banner ad | A long, horizontal online advert usually found running across the top of a page in a fixed position that links to another website, buffer page or landing page. |
| Base | The survey universe, sub-universe or primary target group on which a piece of computer analysis is based - e.g. all respondents. The readership and buying habits of this group can then be examined. The unweighted base is another word for unweighted sample and is the actual number of respondents. |
| Bleed | When the print area of an advertisement extends to the edge of the page rather than being set in a box or having a white border. The artwork is prepared so it is bigger than the print area of the page to make sure the ad fills the page after it has been trimmed by the printer. This extra amount is the bleed. |
| Body Copy | The main copy - other than the headline - which appears in a print advertisement. |
| BRAD | British Rates and Data, a detailed monthly guide to UK advertising media. BRAD also publish a monthly guide to agencies and advertisers. |
| Bulk copies | Bulk copies or a bulk drop is a method of distribution by placing a number of copies within a targeted area for passers by to pick up the publication for free. |
| Business to business advertising | Advertising directed at corporate decision makers and professionalS rather than consumers. |
| Circulation | The number of copies of a publication sold, sent to subscribers, sent free of charge to specified people or addresses, or otherwise distributed to readers. A basic means of comparing press titles when preparing a media strategy. |
| Coverage | Estimate of the number of people who have the opportunity to see an insertion in a single publication or schedule. Also known as reach. |
| Cover wrap | Wraps around the outside of a newspaper giving four full pages of advertising space - the first two and last two pages of the paper. |
| Cumulative Readership | The net reach achieved by a number of insertions of an advertisement in a single title or schedule. This is the number of people who have at least one opportunity to see (OTS) an advertisement. It is important because additional insertions in some titles will improve coverage more than additional insertions in others. |
| Demographics | Basic classification data on those researched by a survey such as age, sex, marital status, occupation or social grade, where they live, number of children etc. |
| Door to Door (D2D) | Method of distribution by delivering the free publication directly through the persons letterbox. |
| Double page spread (DPS) | A single advertisement carried across two facing pages of a publication. |
| Duplication | The estimated number of people who read two or more given publications. A duplication table measures the crossover of readership |
| Frequency | Estimate of the number of opportunities to see insertions in a schedule. |
| Impacts | Estimate of the number of actual exposures to advertisements. |
| JICREG | The Joint Industry Committee for Regional Press Research. Provides readership and circulation area data for most regional and local newspapers. |
| Leaderboard ad | The main advertising position at the top and bottom of a webpage. Usually sized to the width of the page. |
| Mosaic | A UK geodemographic classification system using census information to build up various lifestyle groupings consisting of various postcode sectors. Used in some major UK research studies such as NRS and TGI |
| MPU | Multiple Purpose Unit - a square online advert usually in a fixed position. Called 'multipurpose' as both flat and interactive content can be used. |
| National Readership Survey (NRS) | NRS produces continuous surveys on British newspapers and magazines. Using a continuous sample of computer-assisted personal interviews to determine average issue readership. The survey is jointly funded by publishers and agencies. |
| Opportunities to be seen (OTBS) | Opportunities for the advertisements in a campaign to be seen - the number of times the target audience is exposed to the advertisement |
| Page Views | The number of times a page was viewed. |
| Penetration | Another name for coverage or reach. Penetration refers to the proportion of the target market having an opportunity to see an advertisement or campaign. |
| Profile | The way a publication's readership breaks down across variables like age, class, gender, etc. Readership profile (composition) should always sum to 100%. |
| Publisher's Statement | A declaration of a publication's circulation in the absence of an audited figure. |
| RAJAR | Radio Joint Audience Research, the official body measuring radio audiences in the UK. |
| Ratecard | The official cost of advertising space. |
| Reach | Estimate of the number of people who have the opportunity to see an insertion in a single publication or schedule. It is expressed as a percentage of the target population. Also known as 'coverage'. |
| Readership | Often used to mean Average Issue Readership |
| Readers per copy (RPC) | Estimate of the number of people who read an average copy of a publication. Calculated by dividing a titles total Average Issue Readership by its circulation. |
| Regular Readership | Estimate of the number of people who read a publication on a regular basis. |
| Rich media | The collective name for online advertising formats that use advanced technology to harness broadband to build brands. It uses interactive and audio-visual elements to give richer content and a richer experience for the user when interacting with the advert. |
| Skyscraper ad | A long, vertical, online advert usually found running down the side of a page in a fixed placement. |
| Tabloid | The smaller of the two common newspaper sizes. So called popular newspapers, such as the Star or the New York Post are usually tabloid while more serious papers are usually in the larger broadsheet format. |
| Target Group | The group of people/consumers to which an advertiser is trying to communicate. Target groups may be defined in a variety of ways including lifestyle, attitudes, usage, motivation & demographic profile. |
| Text ad | An online ad that consists of a text-based hyperlink or logo. |
| Traffic | The amount of user activity on a web site. Commonly measured in page impressions or page views. |
| Unique Users | The number of different individuals who visit a site within a specific time period. |
Hot picks
The new-look Western Mail: All together Welsh
We asked. You spoke. And we listened. In an extensive programme of research across Wales, we asked you how we could best enhance your daily diet of news, information and analysis about our nation and beyond and then set about responding to your views.
Commercial Videography
With state-of-the-art green screen technology, Media Wales can bring your company video to life.
Why local papers are here to stay
Local media is reaching bigger audiences than ever before, no other provider can match it for valued and trusted local news and information, and its power and effectiveness as an advertising medium is growing.
