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Glossary of Newspaper Terms

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Circulation (CIRC)

The number of newspapers printed and distributed. Average Net-Paid Circulation is the total paid sales averaged by a newspaper.


The number of people who read the paper (higher than circulation as there is generally more than one person in a household).

Average Issue Readership (AIR)

The average number of people who read a single issue of a newspaper or magazine.

Booking Deadline

The due date for booking an advertisement into a particular publication. Usually 2 days prior to publication for a daily newspaper.

Cancellation Deadline

The due date for cancelling an advertisement into a particular publication. Usually the same as the booking deadline. After this cancellation fees may be charged.

Material Deadline

The due date for advertising artwork to be at the publication. Usually midday the day prior to publication for a daily newspaper. If material does not arrive in time the paper will charge for the advertisement and run house ads.

Column Centimetre

Area that is one column wide by one centimetre deep. Ads are sold by column centimetre – e.g. 15 x 3col cm ad. If the rate is $8.90 than your ad would cost you $400.50.


The traditional big fold out style newspaper where one page = 54cms high x 10 columns wide.


About half the size of broadsheet newspapers usually 37cm high x 7 columns wide

NIM (Newspaper Inserted Magazine)

Magazine sections of newspapers which are surveyed by research companies separately from the newspaper. Eg Canvas in the NZ Herald, Sunday in the Sunday Star Times.

Supplements & Features

Special sections designed by the paper that focus on a particular subject e.g. gardening, agriculture, mind body & soul.


An extra cost applied to guarantee preferred positions and colour.

Run of paper (ROP)

Refers to advertising that appears on the pages of the newspaper itself (as opposed to pre-printed inserts). It can also mean ad can appear 'run of paper', ie anywhere in the newspaper, positioning not guaranteed.

Tear Sheet

A hard copy or a digital copy of a full page from a newspaper given to an advertiser to show proof of publication.


Put visual elements into a pleasing and readable arrangement.


The number of different persons or homes exposed to a specific media vehicle or schedule at least once. Usually measured over a specific period of time.


The average number of times the audience is exposed to a medium. Usually referred to as 'average frequency'. It is calculated by dividing the Gross Impacts (total exposures) by the Reach (different people)

CPM (Cost Per Thousand)

Used in comparing or evaluating the cost of publications by dividing the readership by the cost of the insertion. Simply the advertising cost to reach 1,000 units of audience.


The index is based on 100. Scores greater than 100 mean that group is over represented compared to the population and more likely to do a particular activity, vice versa for scores under 100. Indices are useful when looking at the propensity of certain groups to buy particular products or use different media.