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Media Dictionary
- Narrowcasting: In cable television, programming designed to reach a narrow demographic target.
- Net Combined Audience: A new readership metric launched by print publishers in the mid-2000s that includes (a) circulation or actual printed copies of the media, (b) pass-along readership, and (c) unique web visitors. The concept drew criticism from some media planners who perceive this as an attempt by U.S. publishers to mask declines in print circulations.
- Net Media vs. Gross Media: The costs of advertising, or advertising rates, are typically listed in two formats: gross media and net media. Net media is calculated as 85% of gross media. Thus an ad with a gross media rate (cost) of $10,000 has a net media rate (cost) of $8,500. The difference in advertising rates typically goes to accredited advertising agencies as the standard 15% agency commission for media planning, buying, and trafficking services.
- Newspaper Ad Formats: Newspaper advertising can be run in numerous formats. Common types include display advertising (large ads typically with graphics that run across one or more columns next to editorial content); classifieds; Free Standing Inserts or FSI; Sticky Notes attached to section fronts; poly-bags that include samples or inserts; and other custom products.
- Newspaper Ad Pricing: Pricing for newspaper ads is based on several common formats, including PCI (Per Column Inch), or the number of columns wide multiplied by the number of inches high multiplied by the cost per column inch; CPM (Cost Per Thousand), or the cost per each 1,000 impressions; and Classified (Agate Lines), or the number of columns multiplied by the number of lines multiplied by the rate.
- Newspaper Rate Categories: Pricing for newspaper ads varies according to different rate categories. Rate categories are tied to the type of business the advertiser is, and also may factor in the section of the newspaper where the ad will appear. Common rate categories include National/General, Retail/Local, Classified, Financial, In State, Entertainment, Travel, Co-op, Special Industry and Real Estate.
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