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RJ Reynolds

RJR Media Training Manual Volume II-Planning. Analytical/Terminology.

Date: 1982
Length: 55 pages
503000412-503000466
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Type
MANUAL
Attachment
0363 -0713
Site
Tatum Rs
Asst Brand Mgr Salem
Marketing
Brand Management
Request
Minnesota
1rfp93
Referenced Document
Lloyd Hall Editorial Analysis. Leading National Advertiser-Broadcase Advertiser Report. Survey of Buying Power, by Sales & Marketing Magazine. Starch Reader Impression Studies. Starch Viewer Impression Studies. Leading National Advertiser-Broadcast Advert
Date Loaded
27 Feb 1998
Named Person
Ac Nielsen
Audit Bureau, O.F. Circulation
Associated Business Publications
Starch
Arbitron
At&T
Ibm
Daniel Starch & Staff
Mediamark Research
Nielson Clearing House
Nielson Coverage Service
Audimeters
Gallup Robinson
O&O
Publishers Information Bureau
Fcc
Us Bureau, O.F. The Budget
Simmons
Fed Comm, O.N. Standard Metr
Standard Rate & Data Service
Natl Outdoor Advertising Bureau
Outdoor Advertising Assn, O.F. America
Traffic Audit Bureau
Foster & Kleiser Outddor Advertisin
List, O.F. Publishers
Hall, R.
Hall, L.
Trendex
Rjr
Box
Rjr2384
Characteristic
Marginalia
Brand
Salem
Winston
UCSF Legacy ID
acs68d00

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PLANNING ANALYTICAL./TERMINOLOGY learning Ob,je_ctive_ Utilizing a planning glossary and one-on-one discussions with personnel covering resource publications, MA will identify key planning terminology and calculate various measurements. Instructional Method • Independent review of glossary. (Text will be available to further explain terminology if necessary.) • Discussions with BPM covering complicated measurement concepts (e.g. reach & frequency) • Review various media guides with planner Activity Materials • Quiz in which MA • Prepared'terminology will indicate under- glossary. standing of termin- ology via practical • Advertising Media usage Planning textbook. • SRDS • Sales & Marketing Management • Circulation 82/83
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P.LANN_ _ ING ___.. ... ANf1LY1ICFlL/1ERMINOLOGY MEDIA MEASUREMENTS Net Cost Print: Net = Gross x .85 Gross = Net x 1.1765 0ut-of-Home: Net = Gross x .833 Gross = Net x 1.2 Cash Discount Selected Print Vehicles Only_ _ ... _ Cash Discount = 2% x Net GRP's GRPs 1l 7arget Inipress i ons ii 1 arget Peopl e Average Frequency GRPs - Reach . ,'I J~qjp~ ~.,/A dt. c ~,( Cirt `> G ~..C "'..t~~ / ~ x 100
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Reach and Frequency Target Audience - Those people we are most interested in exposing a message to. Impressions - The number of times a message is potentially exposed to people in the target. Reach - On a percentage basis, how many people in the target are potentially exposed to our message. Frequency - Among those people who are reached by the message, the average number of times they are potentially exposed. GRP (Gross Rating Point) - A measurement on a percentage basis, which combined both reac and frequency. (a) 100 GRPs can mean: 100% of the Target sees the ad I x 1% of the Target sees the ad 100 x 50% of the Target sees the 2X (b) 150 GRPs can mean: 100% of the Target sees the ad 1.5 x 15% of the Target sees the ad 10 x Formulas GRPs = # Impressions -:- # of Target People X 100 Frequency = GRPs j- Reach O ~ J (r.
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OBJECTIVE: 3 People (1,2,3) to call 5 People (A,B,C,D,E) with a message. Resul ts 1 2 3 A X . X X. 3 B X X 2 C X X X 3 D E X X 2 Target Audience = A,B,C,D,E - 5 People Reach = 80 (4i5) x 100 Frequency = 2.5 (Average of 3+2+3+2) Impressions = 10 (number of calls) Gross Rating Points = 200 (Impressions divided by target x 100) GRP NOTE: (1) GRP means contacting 1% of target (2) GRP -:- Reach = Frequency
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Glossary 0 A Counties-As defined by A. C. Nielsen Company, all counties belonrinc to the 25 lar est metro olitan areas. These metro areas correspond to the SMSA (Stan- ar Metropolitan Statistua Area) and include the largest cities and consolidated areas in the United States. 0 A.B.C. (Audit Bureau of Circulations)-An organization that provides certified statements of net paid circulation of magazines and newspapers, supported joint- ly by advertisers, agencies, and media. A.B.P. (Associated Business Publications)-A trade association of business (industrial, trade, and technical) publications. Accordion Insert-An advertisement not printed by the publisher, but inserted in a magazine, folded in such a way as to appear as an accordion fold. Accumulation-A method of counting audiences wherein each person exposed to a vehide Is counted once, either in a given time period such as four weeks for broadcast, or for one issue iri print. ADI (Area of Dominant Influence)-Geographical market definition wherein each county is assigned exclusively to only one television market as defined by Arbitron. Adjacencies-The specific time periods that precede and follow regular television programming, usually two minutes. These are commercial break positions be- tween programs that are.avallable for local or spot advertisers. There is no such thing as a network adjacency; only spot adjacendes are available. Adnorm-A term used by Starch to indicate readership averages by publication, by space size and color, and by type of product for ads studied by Starch in a two-year period. It is used to provide a standard of comparison for individual ads against averages of similar types of ads. Advertising Allowance-Money paid under contract by the manufacturer or his representative to a wholesaler or a retaiier for the express purpose of being spent to advertise a specified product, brand, or line. Usually used for consumer adver- tiqing. (See Cooperative Advertising, Prnneotron Allavanae.) Advertising Page Exposure-A measurement of physical opportunity to observe a print ad. 'Defined.as. the act of opening a spread of facing pages wide enough to glance at any advertising. S 403 a
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-~ . ~.; . .r.:~, ADVERTISING MEDIA PLANNING ~i(t Advertising Weight-The amount of advertising planned for, or used by, a ;r d Whil b i i i d l . ran e s not t im te to a particular measurement, it is most frequently f.`r stated in terms of the number of messages or impressions delivered or broadcastsl• 1i I insertions laced over a eriod of time y p p . A~~at_e Li ne (usually simplified to Line)-A unit of space by which newspaper-~?F and other print advertising space is sold. One agate line represents a space 1 column wide and '/u of an inch high. This is a measure of area, not shape - a 210 ":"Or~ line ad can be 1 column x 210 lines, 2 columns x 105 lines, or 3 columns X 70::' lines. Aided Recall-A measurement technique in which respondents are helped to remember portions or all of ads by having an interviewer provide clues. (See Unaided Recall.) Alternate Week Sponsor-An advertiser who purchases _full or participating,4 sponsorship every other week of a network program for a full 52-week broadcast;- year. Each sponsor purchasing at least two minutes in a given program episode; y will receive billboard commercial time on his week of sponsorship. .r AM (Amplitude Modulation)-AM is the standard broadcast transmission sys~~ tem used by the majority of licensed radio stations. The term is commonly used to differentiate between AM and FM radio. Arbitron-A television and radio rating service used to measure viewing/I.isten=:' ing audiences. Arbitron publishes both a monthly radio network rating report and 'N and radio reports for selected individual markets (no network TV). Audience-The number of people or households who are exposed to a medium;;E Exposure measurements indicate nothing about whether audiences saw, heard; or: read either the advertisements or editorial contents of the medium. Audience Composition-The demographic makeup of people represented in audience with respect to income group, age, sex, geography, etc. Audience Duplication-In broadcast, a measurement of the number of listeners or viewers reached by two or more programs, or by the same program over repeated telecasts, sponsored by the same advertiser. In print, the measurement;, of the overlap of potential exposure between different issues of the same maga- zine or among issues of different magazines. . . -% 44 Audience Flow-Changes in audience of broadcast programs. May be reported j on a minute-by-minute basis, by five-minute intervals, or from show to show.' '` << Audience Holding Index-A measurement of the retentive power or audieinoe.i loyalty of a given program. A, C. Nielsen, for 30-minute programs, uses an trtdelc~ based on the percentage of homes tuned to the same program 25 minutes after the first measurement. It is a simple measure of the ratio of average audietioe'rating to total audience rating of a given program. Audience, Potential-In broadcasting, the number of sets in use In the time ; period to be studied, or the number of set owners. In print, the total audience of '' an issue. Audience, Primary-In a study of audience accumulation, the noncumulative potential audience of an advertising message. In vtint, all readers who :li4e tia or purchases the magazine • May be -?+ households where someone subscribes to , . , call pnmary rea r3W. ~ ~~.
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I ~ Audience Profile-The characteristics of the people who make up the audience of a magazine, TV show, newspaper, radio show, etc., in terms of age, family size, location, education, income, and other factors. y Audience, Secondary-Pass-along readers who read a publication they did not purchase. These readers should be taken into account in determining the total number of readers of a particular publication. Audience Turnover-The average number of times that a television program receives new audience members in a four-week period. Calculated by dividing reach by the average rating. Audilog-The diary that members of Nielsen's local rating panels fill out to show what they are viewing on television. Audimeter-An electronic device developed by the A. C. Nielsen Company that records set usage and tuning on a minute-by-minute basis. Nielsen has a national sample of approximately 1,200 Audimeter homes which are used to measure television usage and program audiences. Audit Report (White Audit)-Official document issued by the A.B.C. detailing its findings as a result of an audit. (Printed on white paper to differentiate it from semi-annual publishers' statements printed on colored paper). Audit reports are issued annually covering the 12-month period of the two previous publisher's statements (See Publisher's Statement.) If the auditor's findings differ from the information in the publisher's statements, the discrepancies are reported and explained in the audit report. Availability-A specific period of broadcast commercial time offered for sale by a station or network for sponsorship. Average Audience (AA)-In broadcasting, the number of homes/persons tuned in to a TV program for an average minute (a Nielsen network TV measurement). In print, the number of persons who looked into an average issue of a publication. -~ Average Frequency-The number of times the average home (or person) reached by a media schedule is exposed to the schedule. This is measured over a specific period of time, e.g., four weeks in broadcast media. Average Net Paid-Average circulation per issue arrived at by dividing the sum total paid circulation for all the issues of the zudit period by the total number of issues. '~ B Counties-As defined by A. C. Nielsen Company, all counties not induded und~ er t at are either over 150,000 populati_on or in_a metro area over 150,000 poulatio,~n according to e test eensus. Back-to-back Scheduling-Two or moi•e oommercials run one immediately fol- lowing the other. BAR (Broadcast Advertising Reports)-An organization that monitors network TV activity and spending by brand as well as non-network activity in selected markets and reports to subscribers the position, length, and advertised brand of all announcements broadcast during a given week. Also reports network radio. Barter-Acquisition by an advertiser of sizable quantities of spot time or free mentions at rates lower than card rates from broadcasf stations in exchange for 405 b
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406 ADVERTISING MEDIA PLANNIIVG operating capital or merchandise. While direct negotiation between the advertiser and station is possible, it is more common for barter to be arranged through a•:5 middleman, a barter agency, or a film producer or distributor, who may have ,..~ h a h cv d the ti th f fil t d h '' pro re me roug n exc ange o m or ape ows. s Base Rate-See Open Rate. Billboard-An identifying announcement of sponsorship at the beginning, end, ~ or breaks of radio and television sponsored programs. Billboards are not sold, but' usually are a bonus, based on the advertiser's volume or commitment with the ' program or the broadcaster. Usually 5 to 10 seconds in length. Also, an outdoor poster. ~ Black & White (B&W, B/W)-Printing with black ink on white paper (or vice, ~ versa); no color. Also known as monotone. Blanket Coverage-Total coverage by television and radio of a given geographic.~; 1W Bleed-An advertisement in which part or all of the illustration or copy runs past ;; the usual margins out to the edge of a page. Bleed insertions are generally sold at a~= .~ premium price, usually 15 percent over the basic rate. Brand Development Index (BDI)-The number of cases, units, or dollar voliume of a brand sold per 1,000 population. It is calculated by dividing the percentage of sales in a market by the population percentage in the same market. Broadside-A promotion piece consisting of one large sheet of paper, generally printed on one side only. Brochure-An elaborate booklet, usually bound with a special cover. Bulk Circulation-Sales in quantity lots of an issue of a magazine or newspaper. X ')% ses are made b individuals or concerns and the co les are usuall The urch y a y p p directed to lists of names supplied by the purchasers. In the A.B.C. report, bulk circulation is listed separately from single-copy sales. Bulk Sales-Sales of copies of a publication in quantity to one purchaser to be given free by him. Many advertisers do not consider bulk sales to be a valuable part of a publication's circulation. Bulldog Edition-An edition that is. issued and on sale earlier than regular edi- tions. Usually applies to morning newspapers. There are also Bulldog Sunday editions that go on sale Saturday night. Business Building Test-A test run by a specific brand designed to determine if a ;. . marketing or advertising plan change will produce enough additional business for -It the brand to pay the required costs of the change. Business Paper-A publication directed tcj a particular industry, trade, profes- sion, or vocation. A horirontal business paper is designed to reach all.groups in a broad trade or industry regardless of location or occupational title. A vertical publication is for a specific profession, trade, or occupational level within or across various industries. C `0 C Counties-As defined by A. C. Nielsen Company, all counties not induded under A or B that either have over 35,000 population or are in a metropolitan area of over 35,000 population according to the latest-census. N J
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CATV-Community Antenna (or cable) TV services that deliver high quality TV signals to homes via coaxial cable. Also called cable television. C.C.A. (Controlled Circulation Audit)-An organization that audits the circula- tion statements of publications that are sent free to selected lists. Cable TV-A system of broadcasting television whereby programs are first tuned-in by a Community Antenna and then distributed to individual homes by cables. Cable operators often receive programs transmitted by satellites and then transmitted by cable to their subscribers. '*Cancellation Date-The last date on which it is possible to cancel advertising. Such dates occur for print, outdoor, and broadcasting. Car Card-A standard 11" high siderack card, generally with poster-like design, placed in buses, street cars, and subways. Common sizes are 11" X 28", 11" x 42", 11" x 56". Card Rate-The cost of time and space quoted on a rate card. Case Allowance-An allowance or discount a manufacturer or wholesaler gives to a retailer on each case of product purchased in return for which the retailer is to use the money to advertise the product. S1 Cash Discount-A deduction allowed by print media (usually 2 percent of the net) for prompt payment (e.g., within 15 to 30 days), generally passed along by the agency to the advertiser to encourage collections. Cash Refund Offer-A type of mail-in offer used by a brand, or group of brands, which offers cash to the consumer upon providing proof of purchase. Category Development Index (CDI)-Means the same as Marketing Development Index. Essentially, the percentage of total U.S. sales of a product category related to population percentage in a geographical market. ~ Center Spread-An advertisement appearing on the two facing center pages of a publication. (;hecking Copy-A copy of a publication sent to an advertiser and agency as proof that the advertisement appeared as ordered. ~ Circulation-In ptitZ,t, the number of co ies of a vehicle distributed based o n avera e of a number of issue~s. Tri broadcast, the num r of television or radio households t at tune in to a station a minimum'number of times within a speci- fied time period (such as once a week or once a day). Iao ttLdoor, the total number QL OsP I s City Zone-A geographic area that indudes the corporate limits of the central city of the market plus any contiguous'areas that have substantially the same built-up characteristics of the central city. This provides a method of reporting newspaper circulation according to A.B.C. standards. Class A, B, C Rates-Rates for the most desirable and costly television time, usuaqy between 6 pm and 11 pm are called Class A rates; the next most costly is Class B; and so on. Each station sets its own time classifications. a Class Magazine-A publication that reaches select high-income readers in contrast to magazines with larger circulations, generally referred to as mass magazines. Ro rLVe M_annnm to see a ~iven sho ' UL ~rs wi I a specified time, such as a 24-hnus.onried.
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408 ADVERTISING MEDIA PLANNWG',~ Clear Time-Process used by an advertiser to reserve a time period with a local station and by a network to check with its affiliates on the availability of a time'; j6 period. Clearance-Obtaining a time period for a program or commercial on a station or ',j9 obtaining approval to use advertising from clients, legal and/or medical counsel,•'.+:~ or network continuity departments. -S Closing Date-The final date to commit contractually for the purchase of adver-' tising space. Generally, cancellations are not accepted after the closing date; t although some publications have a separate cancellation date, which may fall before the closing date. Also used in connection with supplying ad material to the publication. Coaxial Cable-Usually abbreviated to cable. The mechanical facility used by : broadcasters for the transmission of programming from city to city or from a cable organization to individual homes. The cable is actually owned by A.T.& T. and, in turn, is rented to the user. Sometimes, microwave broadcasting operations are utilized instead of these cables. More generally, coaxial cable is any electrical cable capable of carrying large information loads with minimal distortion. (See CATV, Cable TV.) Combination Rate-A discounted rate offered to encourage use of two or more stations, newspapers, magazines, etc., having common ownership. Occasionally, an advertiser has no choice but to buy the combination as space/time may not be sold separately. Commercial Audience-The audience for a specific commercial as determined by .q' a survey that elicits information about what program viewers were doing just before, during, and after the commercial. 'I'he commeraal audience is operationally defined as those people who were physically present in the room with the TV set .tt at the time the commercial was on. tion of programming in which ' F Commercial Break-In broadcastin an interru g, p s commercials are broadcast. Commercial Delivery-That part of the audience actually exposed to a particular commercial. Confirmation-Broadcast media statement that a requested time slot is available to a prospective client. Consecutive Weeks Discount-A discount granted to an.advertiser who uses a minimum number of weeks of advertising on a station or network.without interruption. . Consumer Magazine-A magazine whose editorial content appeals to the general public, or a specific segment or layer of the public. Differentiated from trade or business magazines. Continuity-A method of scheduling advertising so that audiences have an opportunity to see ads at regular intervals. There are many patterns that could be used, from advertising once each day of the year to once a month. ~~ Controlled Cinvlation 1'ublications=l'ublications that confine or restrict their distribution to special gioups on a.free basis. Some controlled circulation Is solic- ited, while most is non-solicited.
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GLOSSARY Cooperative Advertising-Advertising run by a local advertiser in conjunction with a national advertiser. The national advertiser usually provides the copy and/ or plates and also shares the cost with the local retailer. In return, the national advertiser receives local promotion for its product. The name of the local advertiser and its address appear in the ad. Co-Sponsorship-The participation of two or more sponsors in a single broadcast program where each advertiser pays a proportionate share of the cost. • Cost Efficiency-The effectiveness of media as measured by a comparison of audience, either potential or actual, with cost and expressed as a cost-per- thousand. • Cost-Per-Thousand (CPM)-A figure used in comparing or evaluating the cost efficiency of media vehicles. CPM is the cost to deliver 1,000 people or homes and is calculated by dividing the cost by the audience delivery and multiplying the quotient by 1,000. Cost Ratio-Term used by Daniel Starch & Staff. The cost ratio is an adjustment made to the score obtained on each readership measure. The score is translated into per dollar terms (based on the magazine's reported primary circulation and the cost of the ad in terms of size, color, etc.) and then stated as a percentage of the average per dollar scores.of all ads studied in the same issue. (See Noted, Starch Method.) Coupon Insert-An IBM-type coupon attached to a carrier unit that is bound into the subscription copies of a magazine much Gke a normal page is inserted. Several configurations are available depending on the size of magazine, the manner in which it is bound, and the number of coupons to be carried. Couponing-Distribution of coupons by a manufacturer through the mail, by household calls, or through media, offering a price reduction at the store on a product. ~ Coverage-A term used to define a medium's geographical tpo ential. In news- papers, the number of circulation units of a paper divided by the number of households in a given area. In magazines, the percentage of a given demographic market reached by a magazine. In radio/television, the percentage of television households that can tune in to a station (or stations) because they are in the signal area. In outdoor, the percentage of adults who pass a given showing and are exposed in a 30-day period. In previous years, coverage meant the same as reach. Today, the meaning will depend on which mediiun 4s being discussed. Cume-A broadcast term that is Nielsen's shorthand for net cumulative audience of a program or of a spot schedule (radio or TV) in four weeks' time. Based on total number of unduplicated TV homes or people reached. - Cumulative Audience-The net unduplicated audienee of a campaign, either in one medium or a combination of media. Sometimes called reach or cume. Cut-In-Different broadcast copy or format that is used to replace an originating commercial in a network program In•a specific market or region. Frequently used in test markets. Cycle-An interval within a contract year at •the end of which, upon proper notice, aniadvertiser may cancel network stations and/or facilities. Weekly and multi-weekly program cycles usually are 13 weeks in length, while co-sponsored 409 I N f
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410 Al)~ i,K I ISING N4l:UTA PLANhjIN :! progrant cycles usually enconrpass 13 major broadcasts. Also refers to the 13-Wet•lt. periods used as a base (or talent and use fee payrnents. B, C, D counties. ~V l. ~OUntICS--•I:SSCnt<rl y rura counhes rn t re re sen c assr icahon systent 0 )` ' 11 I ' t N• I I ' ''~d evening. '~)S primetime, and late fringe. In radio, they are morning, daytime, afteriti TV, the dayparts are usually daytime (morning and afternoon), eaxly.~fr`ln I:>aypart----A part of the broadcast day, so designated for analytical purlio the ails directl to rcrs >ective urchasers Direct Mail Advertising-- l etters, folders, reprints, or other material sent tI local broadcasting, discounts vr•ill consider number of spots F,er week;, l~r~~t~i t upon number of dayfrarts used, frequency or weight, and length of coitfr`~'C~ d and frequency of insertion. Discounts in network broadcasting may b, quantities of advertising. Discounts in print may consider amount of spac`e 4111 C)iscount- -A reduction frorn regular rates when an advertiser contracts'; a ver rsements. oo +ci advert'rsing, that consumers may deliberately consult, i.e., department stoFe",~' r d d t' ~xsC')y f Drreclory Advertrsrng- -Advertrsrng in a drrectory. I opularly usea tosrc~ruf ' ti• directly to the advertiser rather than going through a retailer or other middle : - , ~'-• stuffers, magazines and newspapers, or television. Allows prospect to ~~d • distributed directly to prospects, either by mail, house-to-house deli've I,~g Urrect Response Advertrsrng--Advertrsrng materral reproduced in quanhf DMA (Designated Market Area)--Geographical nrarket definition wheie n ea~ contract, or purcttase ot pians or pacKages. .. ,,. I'ruck- A two a e s xead in news >a rs where the editorial oi Double 0 f" g p . f Ie .. ..r county is assigrred exclusively to only one television market as deflned by_?~1.~"~ ~sCr:. '~ ve'r "` r f o the spread. tising runs across the gutte ~ Downscale--A general description of a medium's audience of lower l t ' { a'' / ass mem ti ; economic c rers..£. 5 ~ L)rive Time----The times of day (both morrring and afternoon) when most. • l.• 34 drive to or front work (about 6 to 10 am and 3 to 7 pm). ~ Duplication---'Ttie number or percentage of people in one vehicle's audien~;4vhc also are exposed to another vehicle. Also audiences who are counted'itt"Ib~~1yt once in measurements, such as those who view the same 7`V prograni m0~e~`~ar once a month. C Earned Rate---7he rate that an advertiser has earned based onn vol ~ quency or space or time usc-u ro wrarn a a~scounr. W Effective Reach/Frequency--The reach of a medium or media scheduJ 1E 4~ deternrined level of frequency (as opposed to total reach). ~~` Efficiency-See Cost Eff~ icierr .. • Ethnic Media---A catch-all terrrr for those newspapers, magazines, and:~~a t idr h ; television stations that direct their editorial andlor language to sp~cr +g "~~ groups. ~ ~ .~. Expansion Plan---An outline of the media to be used and timing thereo~~foi ~ ? ~.F.. ~ °9N'W'vrrw.uiy'wwww~rm.~+nm.w.rwwrwk YMa:w~~ww~w.r+p rw~w.•~.~~•,enu„w~uei t C 1 C
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~ , `.. G ~ .u.. ~k ~': ,-b• . ;r ise ; GLOSSARY 411 brand that plans to apply a theoretical national plan to portions of the country subsequent to testing and prior to actual national application. The expansion areas are the geographical units in which the product is to be sold. • Exposure-"Open eyes facing a medium." Practically, however, measurements are based on respondents who either say with assurance that they have looked into a given magazine, or that, after looking at a list of magazines, say that they have looked into those they checked on the list. In broadcast, those who are sitting in the room while a television or radio program is being broadcast. Exposure, Depth of-The value credited to an increased number of broadcast commercials or multi-page spreads in the form of heightened consciousness of an advertisement. While the audience for such media usage generally does not in- crease proportionally with the amount of additional investment made, the depth of exposure tends to provide adequate compensation. Exposure, Opportunity of-The degree to which an audience may reasonably be expected to see or hear an advertising message. - Facing-Used in outdoor advertising to refer to the number of billboards used in f one display. A single facing is one billboard. A double facing is two billboards either joined or with less than 25 feet between them. A triple facing is three billboards, etc. Also, the number of packages in a store facing out from the front row of a shelf. Farm Publication-A publication devoted to general agricultural topics edited for farm families or farmers. Field Intensity Map-A broadcast coverage map showing the quality of reception possible on the basis of signal strength.'Sometimes called a contour map. Field Intensity Measurement-The measurement of a signal delivered at a point of reception by a radio, transmitter.in units of voltage per meter of effective an- tenna height, usually in terms of microvolts or millivolts per meter. ~ Fifteen and Two-The usual terms on which•advertising media is ordered by advertising agencies for their dients, i.e., 15 percent commission is allowed by the media on the gross cost, plus 2 percent discount on the net amount for prompt payment. Fifty-Fifty Plan-In cooperative advertising, the equal sharing by a manufacturer and a dealer of the cost of a manufacturer's advertisement appearing over a dealer's name. - r Flat Rate-An advertising rate that does not include any discounts. r Flighting-A method of scheduling advertising for a period of time, followed by a period of no advertising, followed by a resumption of advertising. FM (Frequency Modulation)-FM is a radio broadcast band in the broadcast spectrum different from that used by AM stations. There is no static in FM radio reception. Forced Combination-Morning and evening newspapers owned by the same publisher that are sold to national advertisers only in combination. Some forced combinations are morning and evening editions of the same.newspaper. 0 Four-Color (4/C)-Black and three colors (blue, yellow, red). Standard color com- binations used by practically all publications offering color advertising.
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412 ADVERTISING MEDIA PLANNING Fractional Showing-In outdoor, a showing of less than 25, offered in certain areas. • Franchise Position-A specified position in a publication (e.g., back cover, inside front cover) for which an advertiser is granted a permanent franchise (or right to '' use) as long as he continues to use it. Franchise positions are sometimes specific locations such as "opposite punched hole recipe page" in Better Homes & Gardens. Some positions are negotiated for specific issues, while others may be granted by frequency of use (i.e., six out of twelve issues). If a given position is not used one year, it usually must be renegotiated to regain it. Free Publication-A ublication sent without cost to a selected list of readers ~ t p . Circulation may or may not be audited by C.C.A., but cannot qualify for A.B.C. `~ " J~_ r audit unless at least 70 percent of circulation is.paid. '• Frequency-The average number of times an audience unit is exposed to a vehI- ;~~ ~t cle. Usually referred to as average frequency. . , • Frequency Discount-A discount given for running a certain number of inser- tions irrespective of size of advertisement within a contract year. Similar dis- counts are available in broadcasting, but may be of two types: frequency per week as well as total number of announcements in a contract year. Frequency Distribution-An array of reach according to the level of frequency delivered to each group. Fringe Time-Time periods preceding and following peak set-usage periods and adjacent network programming blocks. Usually represents for television, Class B or C time -- 4:30-7:30 pm, or after 11 pm EST. Full Position-Preferred position for a newspaper advertisement, generally fo1- lowing and next to reading matter, or top of column next to reading matter. When spedfically ordered, it costs more than a run-of-paper (R.O.P.) position. Full-Program Sponsorship-A regular program sponsored by only one adver- tiser. Full Showing-In car card advertising, usually denotes one card in each car of a line in which space is bought. In New York subways, a full showing consists of two cards in each car; a half showing is two cards in every other car. In outdoor poster advertising, a full or 100-intensity showing indicates use of a specified number of panels in a particular market. • ft Gatefold-A special space unit in magazines, usually consisting of one full page plus an additional page or part of a page that is an extension of the outer edge of the original page and folds outward from the center of the book as a gate. 's General Editorial Magazine-A consumer magazine not classified as to specific audience. 9 Geographic Split,Run-A split run where one ad is placed in all of the circulation which falls within a specified geographic area and another ad is placed in other. geographic areas or the balance of the country. Grid Card-A rate card in which a broadcast station's spots are priced individu- ally, with charges related to the audience delivered.
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J n .7 GLOSSARY 413 • Cross Audience-The combined audience of a combination of onedia or a cam- paign in a single medium. For example, If Medium A and Medium R have audi- ences of 7,000,000 and 6,000,000, respectively, their gross audience is 13,000,000. To go from gross audience to net audience, one must subtract all duplicated audiences. • Cross Impressions-The sum of audiences of all vehicles used in a media plan. This number represents the message weight of a media plan. The number is sopnetimes called the "tonnage" of the plan, because It is so large. (See Gross Audience.) • Gross Rate-The published rate for space or time quoted by an advertising medium, including agency commission, cash discount, and any other discounts. • GRP (Gross Rating Potnts)-A measure of the total gross weight delivered by a vehicle (or vehicles). It is the sum of the ratings for the individual announcements or programs. A rating point means an audience of 1 percent of the coverage base. Hence 150 Gross Rating Points means 1.5 messages per average home. Gross Rating Points are duplicated ratings. Also, reach times frequency equals GRPs. 0 Cutter-The inside margins of facing pages; the point at which a saddle stitched publication is bound. / Half-Page Spread-An advertisement composed of two half-pages facing each ~1 other in a publication. Half Run-In transportation advertising, a car card placed in every other car of the transit system used. Also called a half service. Can also apply to publications that offer advertising in half of their circulation. Half Showing-One half of a full showing of car cards; a 50-intensity showing of outdoor posters or panels. • Hiatus-A period of time during which there is no advertising activity. • Hi-Fi Preprinted Insert-A full-page, four-color rotogravure advertisement printed by a supplier on coated newsprint and furnished to a newspaper in roll form for insertion in lieu of a page of standard newsprint. As the roll is fed into the newspaper, the newspaper prints normal editorial/advertising matter on the reverse side and, in some cases, a column of type of the advertisement itself. The advertiser pays the supplier for producing the ad and the newspaper for distrib- uting the ads (usually B&W space rates plus an insertion charge). Generally, the cost is twice as expensive as R.O.P. color. Because there is no accurate cut-off on Hi-Fi pages, the copy and Wustration has a repeating "wallpaper" design in order to insure full ad exposure. Hitchhike-An isolated commercial for a sponsor's secondary product (not ad- vgrti.sed in the main body of the show) which is given a free ride following the end of the program. Holding Power-The degree to which a program retains its audience throughout a broadcast. It is expressed in a percentage determined by dividing the average audience by the total audience. Holdover Audience-The audience a program acquires from listeners or viewers who tuned to the preceding program on the station and remained with the sta- tion. .
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414 ADVERTISING MEDIA PL , :1' ANNIN , C ~ d Home Service Book-A publication with editorial content keyed to the home and ~' ' home living. Examples of this are Brtlrr Homes b Gardens and House BeautiJul. .i ~j ~ Horizontal Cume-The cumulative audience rating for two programs in the same time period on different days. Horizontal Half-Page-A half-page advertisement running horizontally across the page. (See Vertical Hal f•Page.) - ao Horizontal Trade Publications-A business publication editorially designed to be of Interest to a variety of businesses or business functions. H.U.T. (Households Using TV)-A term used by Nielsen and referring to the total number of TV households using their television sets during a given time period. Can be used for the total U.S. or a local market. -; ID-A 10-second "identification" commercial on radio or TV. • Impact-The extent and degree of consumer awareness of an advertisement within a specific medium, and the- degree to which a medium and an ad within that medium affect the ad's audience. Illuminated Panel-See Panels. Impressions-See Gross Impressions. Impression Studies-Starch provides studies of print ads and TV commercials called, respectively, "Starch Reader Impression Studies" and "Starch Viewer Impressions Studies," which try to evaluate the kind of impression made by the ad. Imprint-Used in cooperative poster advertising programs. Sometimes the local .; dealer pays a portion of the cost of the poster space and the parent company pays the remaining portion. The dealer's name-the imprint-is placed on the bottonti portion of the poster design (about Vs of the total copy area) so that his store is ~y listed as the place to buy the product advertised. , Index-A percentage that relates numbers to a base. Used to show what is above average (101 or greater), average (100), or below average (99 or less): . Industrial Advertising-Advertising of capital goods, supplies, and services + directed mainly to industrial or professional firms that require them in the course of manufacturing. Inherited Audience-The carry-over from one program to another on the same station of a portion of the preceding program's audienee. (See Holdourr Audienae:) - '-I In-Home-Refers to that portion of media exposure (reading, listening, or viewing) done in the home. : • Insert-A special page printed on superior or different paper stock by the adverj tiser and forwarded to the publisher to be bound Into the publication or to be inserted loose. Usually used for fine color work. Insertion-An advertisement in a print mediuin. ', Insertion Order-Authorization from an advertiser or agency to a publisher'to print an advertisement of specified size on a given date or dates at a defulite rate. Copy instructions, cuts, or complete plates may accompany the order or be sent later.
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G ne rss be hat I ials 9t wer the GLOSSARY 415 Instantaneous Rating-The size of a broadcast audience at a given instant (or point in time) expressed as a percentage of some base. Usually determined by an electronic device for a single market or a small number of markets. • Intensity-In outdoor advertising, the strength of combinations of poster locations throughout a city in terms of coverage or repetition opportunities. A 100 showing has a 100 intensity. A 100 showing (therefore, a 100 intensity) varies from city to city. Interim Statement-Sworn circulation statement of a publisher made quarterly to the A.B.C. at the publisher's option and Issued unaudited but subject to audit. A situation that might call for an interim statement would occur when a community served by more than one newspaper loses one of them through consolidation or discontinuance and its circulation is absorbed by the other newspaper. (See Pub- lisher's Statemrnt.) Island Position-A newspaper or magazine advertisement entirely surrounded by editorial matter or margin. Isolated 30-A 30-second commercial surrounded only by programming. • Issue Life-The time during which a publication accrues its total readership. For a weekly, this is generally five weeks. For a monthly, three months. • Junior Page-In print, a- page size that permits an advertiser to use the same engraving plates for small and large page publications. The ad Is prepared as a full-page unit in the smaller publication, appears in the larger publication as a junior page with editorial around it. # 1unior Panel-A small-scale version of the 24-sheet poster. Also called six-sheet poster. Junior Spread-An advertisement appearing on two facing pages that occupies only part of each page. i Keying an Advertisement-Identification within an advertisement or coupon that ~C permits inquiries or requests to be traced to a specific advertisement. Keyline-An assembly of all elements of a print ad pasted on a board. It is camera-ready art that is photographed In order to make the negative that in turn is used to make the printing plate. Also called medraniaal. Lead-In-Words spoken by announcer or narrator at the beginning of some shows to perform a scene-setting -or recapitulation function. Also a broadcast program positioned before another program. Lead-Out-=In relation to audience flow, the program following an advertiser's program on the same station. • Ltnage-A newspaper term denoting the number of (agate) lines in an ad or an ad schedule. Also, amount of total space run by a publication in certain categories, e.g., retail grocery tinage.- List Broker-In direct mail advertising, an agent who rents prospect lists, compiled I I ! 4 W 0 0 F
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416 ADVERTISING MEDIA PLANNING by one advertiser, and sold by the agent to another advertiser. He receives a commission for his services. List House-In direct mail advertising, an agent who sells prospect lists compiled by the organization to an advertiser. Listener Diary-Method of TV or radio research whereby audience keeps con- tinuing record of viewing or listening in a diary. Listening Area-The geographic area covered by a station's signal, usually divided into primary and secondary areas. Little America (or Little U.S.A.) Concept-A test market media plan translation method that equalizes the media weight in the test area with the weighted average of the media weight that will be delivered by the national plan in all areas of the country. Live Time-The time that the actual performance of a program is transmitted by interconnected facilities directly to the receiving stations at the moment of per= formance. Live Time Delay-A delay that coincides with the local live time. Usually occurs when the station is non-interconnected and thus unable to take a live feed. Lloyd Hall Editorial Analysis (now called Russell Hall)-A study of the number of editorial pages a magazine devotes to various categories of product interest over a period of time. For example, the number of pages a magazine devotes to articles on food, home furnishings, fiction, news. This information is frequently used in analyzing the editorial content of a magazine before advertising Is placed in it. LNA-BAR .(Leading National Advertiser-Broadcast Advertiser Reports)-A monthly analysis of television commercial allocations and gross time billing by brand, station line-ups, and program production talent estimates. A second vol- ume reports network radio stations, line-ups by programs and advertisers. Local Advertising-Advertising by local retailers (as opposed to national adver- tisers advertising in local markets), usually at a lower rate than that charged national advertisers. Local Channel Station-A radio station that is allowed just enough power to be heard near its point of transmission and is assigned a channel on the air wave set aside for local channel stations (usually 250 watts). • Local Media-Media whose coverage and circulation are confined to or concen-. trated in their market of origin. Usually, they offer different sets of rates to the national advertiser and the local advertiser. Local Rate-Rate charged by a medium to the local retail trade. Local Ti,me-Availabilities or times of broadcasting quoted in terms of local time rather than Eastern Standard Time. %.1 • Locally Edited Supplement-Sunday magazine supplement similar in character to syndicated magazine supplements but owned and edited by the newspaper distn'tiuting it. Such supplements are available in most of the larger cities through- out the country. Certain of them have banded together Into groups for purposes advertisers who buy all the papers. Loyalty Index-Frequency of listenership to a particular station. of more efficient soliciting of national advertising and they offer group rates to
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GLOSSARY 417 ~ Magazine Supplement-A magazine section of a Sunday or daily newspaper distributed either locally or nationally. . Mail-In Premium-A premium offered at the point-of-sale in a retail store to be obtained by the consumer by mailing a box top, coin, or label to the manufacturer. Mail Order Advertising-Type of advertising in which the complete sales trans- action is handled through advertising and by mail. . Mail Survey Map-A broadcast coverage map prepared by tabulating cumulative, unsolicited mail received during a certain period or by tabulating listener response to a special order or contest run during a certain period. • Makegood-An announcement or advertisement run as a replacement for one that was scheduled but did not run, or that ran incorrectly. Market-by-Market Allocation (MBM)-The MBM system of media/marketing planning, which allocates a brand's total available advertising dollars against cur- rent and/or potential business on an individual TV market basis. MBM spends all advertising dollars (national and local) available in each market in proportion to current and/or anticipated business in the market. The result of MBM planning is to spend more accurately against anticipated sales and thereby generate greater business for a brand. Market Development Index-See Cattgory Deuelopmrnt Index, Market Index. Market Index-The factor chosen to measure relative sales opportunities in dif- ferent geographic or territorial units. Any quantitative information that makes it possible to estimate this might be used as a market index. A General Market Index is a factor developed that influences the purchase of a specific product or groups of related products. Sometimes called Market Development Index or Category Develop- mtnt Index. . Market Outline-The measurement of the share of market based on total pur- chases of a particular brand or groups of similar brands within a product category during a specific time period. Market Pattern-The pattern of a product's sales in terms of the relation between the volume and concentration either by total market or by individual market. A thick market pattern is one in which a high portion of all people are prospects for a product. A thin market pattern is one In which a low portion of all people are prospects for a product. Market Potential-That portion of a market that a company can hope to capture for its own product. Market Profile-A demographic description of the people or the households in a product's market. It may also indude economic and retailing information about a territory. Market Share--A product's share of an Industry's sales volume. "Marriage" Split-Occurs when more than one advertiser buys the total circula- tion of a magazine and each of the advertisers runs its ad in only a portion of that circulation. For example, an advertiser with distribution in the western U.S. and one with distribution in the eastern U.S. may split an ad in a magazine that permits this. In this case, the advertiser with distribution In the West would use only that part of the magazine's circulation which reaches the West and the other advertiser would use the remainder. m
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418 ADVERTISING MEDIA PLANNING e Metro Area-A well-defined county or group of counties comprising the central core of a market (usually based on governmental lines). Middle Break-Station identification at about the halfway point of a show. Milline Rate-A means of comparing rates of newspapers. It is the cost of one - agate line per million circulation. The milline rate is computed by multiplying the' line rate by 1,000,000 and then dividing by the circulation. The factor of 1,t>D0,000~ is u!:ed merely to provide an answer in convenient terms of dollars and cents'.; rather than In fractions of a cent. ~ i Miniline-The milline rate for a newspaper at its minimum rate. (See Maxiline.),. Minimil Rate-This represents the minimum cost of one line of advertising million circulation at the lowest rate available after deducting all space or frequecicy~ discounts. (See Maximil/Minimil.) Minimum Depth-Most newspapers have minimum depth requirements for ac t n ft vertising:. In general, an ad must be at least one inch high for every colum wide. For example, if an advertiser wants an ad to run that is eight colunutis'wi(le, it must be at'least eight Inches high. Minute-by-Minute Profile-Nielsen minute-by-minute program audierice dats: Used to study audience gains and losses during specific minutes of the p'rogiaiti~ and to aid In placing commercials at times in which they receive maida, tli ' . ...;r di au ences. 0 W Masked Identification Test-A method of assessing an ad's effectiveness by find- ing the percentage of respondents who can Identify the advertiser or brand when all Identifying marks are concealed. • Mass Magazine-Magazine of a general nature that appeals to 411 types of people in all localities. Mixiline-The maximum milline rate for a newspaper. (See Mini/ine.) Maxlmil/Mintmil-Milline rates for newspapers offering sliding scale discounts. The maximil is the milline computed on the maximum line rate. The minimil Is computed on the lowest line rate available. Mechanical-See fCeyline. Media Records-A detailed report of advertising volume by selected brands in selected daily and Sunday newspapers in selected cities. Media Strategy Statement-Prepared by an agency, outlining the specific media that it believes best accomplish the brand's marketing objectives (as outlined in the market strategy statement) within the funds available. Media Translation-The process of reducing a national advertising media plan to local level in order to test a product or campaign locally. It also can mean the expansion of a local advertising campaign to a national level. Media Weight-The total impact of an advertising campaign in terms of number Insertions, reach and frequency, advertising dollars, etc. of commerdals , • Medium-Any media class used to convey an advertising message to the publiF; such as newspapers, magazines, direct mail, radio, television, billboards, etc . -. Message Weight-Refers to the gross number of advertising messages delivered by a vehicle or group of vehicles in a schedule.
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; n e i. is n GLOSSARY 419 Monitor-To check timing, program, and commercial content of individual broad- casts of radio and/or television s9ows. MRI-Mediamark Research, Inc. A company that measures magazine audiences using the recent-reading technique. Multi-Network Area Rating-This rating, which is tabulated by Nielsen, measures a program's performance in 70 cities with three or more'TV stations. Multistation Lineup-Buying more than one station in a market. • National Advertising Rates-Rates for newspaper space charged to a oational advertiser as distinguished from local rates applying to local retailers. National advertising rates are generally higher than local rates. • National Media-Media that are national In scope. • National Plan-A media plan that is national in scope, as opposed to a local plan covering less than the entire U.S. , National Rating-A rating of all households or individuals tuned in to a program on a national base. Sometimes the base is all television or radio households in the country. Other times, the base is only those households that can tune In to the program because they are in the signal area of a station carrying the program. NCH (Nielsen Clearing House)-A company that handles the administrative work associated with processing coupons. NCS (Nielsen Coverage Servlce)-This provides station coverage and circulation information rather than program audience measurements. The data are reported for each station in terms of total daytime and total evening audiences over the span of the day, week, and month, on a county-by-county basis. • Net Paid Circulation-A term used by A.B.C. audit reports and publishers' state- ments referring to circulation that has been paid for at not less than 50 percent of the basic newsstand or subscription price. Net Plus-The net cost of a print ad, commercial, or program with an earned discount added on. 0 Net Unduplicated Audience-The combined cumulative audience for a single issue of a group of magazines or broadcasts. Net Weekly Audience-In broadcast research, the number of families tuned in at least once to a program aired more than once a week. Network-Two or more stations contractually united to broadcast programs, e.g., network programs. . . Network•AffilIate-A broadcast station that is part of a network and therefore offers network programs. Network Franchise-A brand's right to retain the sponsorship of a program at the sponsoring brand's discretion. This right is acquired by agreeing to sponsor a program on a continuing basis. Network Identification-Acknowledgment of a network affiliation at the end of a network broadcast. Network Option Time-Time on network affiliates for which the network'has selling priority. Also called n.thuork time. n
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420 ADVERTISING MEDIA PLANNING Newspaper Distributed Magazine-A supplement inserted Into a Sunday newa- paper. Newspaper Syndicate-A business concern that sells special material (columns, photographs, comic strips) for simultaneous publication In a number of news- papers. Nielsen-The A. C. Nielsen Company is the world's largest research company, with worldwide operations. It operates a wide variety of syndicated services: NTI-a national television rating service using Audimeters to collect set-tuning data; Food & Drug Index-a service collecting Information on retail sales move- , ment by means of store audits; NMS-a service collecting audience data by personal Interview and diaries for television programs, publications (magazines and newspapers); NSI-a local television rating service. ~ Nielsen Market Section Rating-A Nielsen report on television ratings by zone ~~ breakdowns. The rating breakdowns are: Territory; County-Size Groups; Age of Housewife; Age of Household Head; Size of Family; Time Zone. Nielsen Rating-TV program rating that uses set-tuning data from Audimeters. The Nielsen rating is used to refer to households who have viewed a program five or more minutes. This audience definition is also referred to as the total audience as opposed to the average audience, which is the audience of the average minute of a program. 90-Day Cancellation-All poster advertising Is cancellable on 90 days' notice to the plant. This means that the advertiser or his agency must notify the poster plant owner of cancellation 90 days prior to the contract posting date. Noted-The basic measure of the Starch method for testing print ads. The Noted Score represents the percentage of respondents (claimed readers of the issue) who say they saw the ad when they first read or looked Into that magazine issue: Le.; claimed recognition of the ad. NSI (Nielsen Station Index)-A service that measures local TV station ratings. NTI (Nielsen Television index)-A report on network television viewing. o Open Rate-In print, the highest rate charged to an advertiser on which all dis- in various cities and produced so that local commercial announcementsmay.,bt: inserted at various points throughout the show. locally. . . :. Open End Transcription-A recorded program usually sold on a syndicated basis• Sometunes called open or transient rate. _ ' Operi End-A broadcast that leaves the commercial spots blank to be filled jn' Offensive Spending-Advertising activity intended to secure new business. ,, One-Time Rate-The highest rate charged by a medium not subject to_discounts. ;t and size or converted to an index score. It is the basis'for the final score. Off Card-The use of a special rate not covenrd by a rate card. respondents who prove recall of a print ad before the score is adjusted for color, : Obtained Score-This is a Gallup-Robinson term for the actual percentage of..!.~ 0 0 & 0 Station-A station owned and operated by a network. counts are placed. Also called base rate, or one-time rate.
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'JC 's- ' ~s- .y, ng •e- by .es rs. ve as fa to :er ed ho :)f )r s. .n is- GLOSSARY Option Time-Network option time is that time reserved by the networks in contract with their affiliates and for which the network has prior call under certain conditions for sponsored network programs. Station option time Is that time reserved by the local stations for local and national spot shows. Orbit-A scheduling method used by stations that consists of rotating an adver• tiser's commercial among different programs and/or time periods. O.T.O.-One-time-only, a spot that runs only once; bought outright or as a makegood. Outdoor Advertising-Display advertising (billboards, posters, signs, etc.) placed out-of-doors, along highways and railroads, or on walls and roofs of buildings. Outdoor Advertising Plant-A company that builds and maintains outdoor dis- plays consisting of painted bulletins and/or poster panels. Overlapping Circulation-Duplication of circulation when advertising is placed in two or more media reaching the same prospects. Sometimes desirable to give additional impact to advertising., cl"c't, "k&,cu,A ~, ~I - ~ P4C-Abbreviation for Page/Four Color. Other abbreviations are P2C (Page/Two- Color), PB&W (Page/Black and White), 3/5P4C (3/5 Page/Four-Color), 2C (Second Cover), BC (Back Cover), etc. Package-A combination of programs or commercials offered by a network for sponsorship as an entity at one price. Spot TV is sometimes sold as a package. Also, a program property in which all elements from script to finished production are owned and controlled by an individual or organization, commonly known as a packager. Packaged Goods-Mostly food, soap, and household products that are marketed in the manufacturer's package, wrapper, or container. Package Enclosure-A premium enclosed in a package. Package Insert-Separate advertising material Induded in packaged goods. Package Plan-A plan by which an advertiser purchases a certain number of TV or radio announcements per week, in return for which he receives a lower rate per announcement from the station. The advertiser agrees to run the specific number of announcements each week and cannot split them up over a period of time. Package Plan Discount-In spot television, a discount based upon frequency i hi •' " " w t n a week; e:g., 5-plan, 10-plan.•' Packager-An individual or company producing a broadcast program or series of programs that are sold as complete units. 0 Palnted Bulletin-This structure is approximately 50' long by 15' high and has a' molding around the outer edges s'unllar to a poster panel, but the copy message Is painted on the face of this s'tructure as contrasted to the poster panel. Painted Display-In outdoor, a display painted on a bulletin structure or wall, which may be illuminated, and sold as an individual unit. The three standard structures are the Deluxe Urban Bulletin, the Standard Highway Bulletin, and the. Standard Streamliner Bulletin. In addition to these are the Semispectacular (em- bellished painted bulletin) and the Painted Wall. Painted Wall-An outdoor advertising unit, purchased individually, usually situ- ated on a high-traffic artery or in a neighborhood shopping area. 421 P
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422 ADVERTISING MEDIA PLANNING ~ i Panel-A fixed sample of respondents or stores selected to participate in a re- search project who report periodically on their knowledge, attitudes, and activities. This is in contrast to the technique of using fresh samples each time. (See Store Panel.) Also a master TV or radio control board, usually In a master control room. ~ Panels-Regular and illuminated units of outdoor advertising. A regular panel Is a billboard that is not lighted at night. An illuminated panel is a billboard that is lighted from dusk until midnight. • Panographics--An outdoor bulletin that Is lit from behind the display. Pantry Audit-A consumer survey to tabulate brands, items, and varieties of grocery store products In the home. Parallel Location-An outdoor advertising location in which the poster panel is parallel to the road. Participation-A station or network may program a segment of time to carry participation announcements sold to various advertisers for commercial use. The announcements are usually :10, :30, or :60, but may be longer. Participations are announcements inside the context of programs as opposed to sponsorship or to chain or station breaks which are placed between programs. Participation Program--A commercial program co-sponsored by a number of advertisers. Or, a program in which the audience participates; e.g., quiz show. Pass-Along Reader-A person who reads a publication that he or a member of his family did not purchase. These readers must be taken into account in determining the total numbers of readers of a particular issue or a particular publication. (See Audience, Secondary.) Pay TV-A television system providing programs available only to subscribing ~ homes. Signals are generally transmitted via coaxial cables or telephone lines, and the subscriber is usually charged on a sliding scale for the number of programs actually tuned in. Penalty Costs-In test market and expansion operation, this refers to the premium paid for local replacement media compared with the national media that the brand would be using under their national plan. Penetration-The percentage of total homes in a specified area owning at least one TV set. Penetration Study-The study of the effectiveness of advertising on the public. • Percent Composition--The percentage of a medium's total audience that is part of a specific demographic group. Example: If there are 10,000,000 women who read Magazine A, and 5,000,000 are 18 to 34 years old, then 50 percent of the total audience Is composed of women 18 to 34. 0 Percent Coverage-In print media: the total audience of a publication as a percent of the total po „pulation. Or, the circulation of a publication as a percent of total homes. In broadcast media: the number of homes that are able to receive a signal of specific strength, but which do not neeessarily tune to the station(s).'Or, all homes in counties which meet a minimum circulation criterion (e.g., 50 percent). Pet Inquiry Advertising (P.I. Advertising)-An agreement between a media owner and an advertiser in which the owner agrees to accept payment for advertising on the basis of the number of inquiries or completed sales resulting from advertising, soliciting inquiries, or direct sales. I O _.f
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GLOSSARY 423 E f A 1 s 3 e g ~ S n It cr it at at ill Persons Using Radio (PUR)-The percentage of an area's population (over age 12) listening to a radio at any given time. PIB (Publisher's Information Bureau, Inc.)-PIB Service is a monthly analysis of both advertising space and revenue in general magazines, national farm maga- zines, and newspaper sections. It is designed to give convenient summaries of national advertising expenditures by advertisers and by media. Piggyback-The back-to-back scheduling of two or more brand commercials of one advertiser In network or spot positions. Pilot (Pilot Film)-A sample of a proposed TV series used for demonstration. Plan Rate-The rate paid by an advertiser who•purchased a'N or radio package plan. The rates are lower than if the spots were purchased individually since the advertiser agreed to run a specific number of spots each week. • Plant Operator-The company that owns and maintains poster panels in any given market. The plant operator rents space on its poster panels to advertisers in 30-day units. It leases or owns the land on which the poster panel is erected. Position-An advertisement's place on a page and the location of the page in the publication. A preferred position is an especially desirable position obtained by paying an extra charge, or granted to an advertiser who has placed a heavy schedule in a publication, occasionally rotated among advertisers who have con- tracted for space above a specified minimum. In broadcast, programs or time spots considered most desirable by advertisers. Post-Test-Study of the response to finished advertising after it has been pub- lished and telecast in media. Post-tests rely on normal patterns of behavior to expose respondents to advertising. Poster-A product sign intended to be displayed on a store window, or on an inside wall, large enough to be legible at a reasonable distance. Poster Frame-In point-of-purchase advertising, a frame holding a blowup of an advertisement or poster. Layers of advertisements may be mounted on one frame, and the top one torn off to reveal a new one. • Poster Panel-A standard surface on which outdoor advertisements are mounted. The poster panel is the most widely used form of outdoor advertising. The stan- dard panel measures 12' x 25' long, is usually made of steel with a wood, fiber- glass, or metal molding around the outer edges. The 24-sheet poster is actually posted on this structure. Poster Plant-The company that builds and services poster panels and hangs poster sheets on them displaying illustration and/or message of advertiser. Poster, Regular-A non-illuminated poster. Poster Showing-Poster advertising is sold in packages called showings. A 100 showing (synonymous with Gross Rating Points) produces an audience circulation in one day that is equivalent to the total population in the market. Potential Audience-See Audience, Potenlial. Pre-emption-Recapture by the station or network of an advertiser's time in order to substitute a special program of universal value. For example, when the Presi- dent speaks, he pre-empts the show regularly scheduled at that time. o Preferred Position-A position in a magazine or newspaper which is regarded as
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424 ADVERTISING MEDIA PLANNING excellent In terms of its ability to generate a large readership. Preferred position is usually located next to editorial material that has a high Interest among the publi- cation's readers. Preprint-A reproduction of an advertisement before it appears in a publication. Pre-Test-Study of advertisements or commercials prior to distribution via reg- ular media channels. Advertising may be studied in rough or finished form; pre- testing relies on some special means of exposing respondents to the advertisement other than the regular media planned-portfolios, dummy magazines, etc. Primary Audience--See Audience, Primary. Primary Households-Households into which a publication has been introduced by purchase, either at the newsstand or by subscription, rather than by pass- along. Primary Readers-The readers of a publication who reside in primary house- holds. Primary Service Area--In AM or standard broadcasting, the area in which a station signal is strongest and steadiest. Defined by Federal Communications Cornmission rules as the area in which the ground wave (the primary wave for broadcast transmission) is not subject to objectionable interference or objectionable fading. No similar term is officially used in TV broadcasting, although television engineering standards recognize three zones of signal service, existing in concen- tric rings from the transmitting tower. City Grade Service, A Contour, B Contour. Primetime-Time periods covering peak broadcast set usage and highest ratings. Also is used as synonym for highest rate classi6cation time periods--Class A or better. For network television, usually considered as 8:04-11:00 pm EST. Product Protection-Protection that an advertiser wants and sometimes gets against adjacency in a medium to advertising of a competitive product. Has special interest in television advertising. Program Basis-A Nielsen cost estimate of a television show that takes into con- sideration the length-of-commitment discount as determined by whether the pro- gram is normally telecast every week, less-than-weekly, more-than-weekly, or one-time-only. This discount is determined by the number of telecasts of the show and not the number used by a specific advertiser. Also, this basis disregards other programs sponsored by an advertiser that affect its discount structure. Program Coverage-The number (or percentage) of television households that can receive a program over one or more stations, because they are in the signal area of some station carrying the program. Program Delivery (Rating)-Percentage of sample contacted who tuned to a. par- ticular program at a particular time. Program Station Rating-A rating based on the television homes located in'the area in which a program was telecast that permits an unbiased comparison of different programs regardless of variation in the number of homes capable of receiving the programs. - Programrning, Counter-A technique used by the networks to regulate audience flow by offering a program of a different type from that broadcast by a strong competitor in the same time period. Promotion Allowance-Money received by a wholesaler or a retailer from a N 0 w a 4
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; d i- , a a A. or IS as tal ir- ice ; ng I a GLOSSARY manufacturer or his representative for sales promotion other than advertising. (See Advertising Allowanct.) • Psychographic-A term that describes consumers or audience members on the basis of some psychological trait, characteristic of behavior, or lifestyle. • Publisher's Statement-A notarized statement made by the publisher regarding total circulation, geographic distribution, methods of securing subscriptions, etc. These are often issued between audited statements, especially when market con- ditions have changed. Pure Program Ratings-A measurement of audience size in which estimates are made excluding program pre-emptions that have occurred during the survey period. Qualified Issue Reader-A respondent who qualifies to be interviewed about advertisements in a magazine on the basis of having read the study issue of a magazine. Requirements for such qualification vary: for Starch interviews, readers have merely to claim they looked into the issue when shown the cover; for Gallup & Robinson studies, respondents must prove reading by correctly describing some article when shown the cover and Table of Contents. Qualified Viewer-Respondent who has demonstrated viewing of a TV program (on the basis of recall of at least one part of the episode), thus becoming eligible or qualified for interview about commercials aired on that show. Quantity Discount-A graduated discount on quantity purchases scaled to the number of cases in a single order; or, a periodic refund based upon the value of purchases over a period of time. Quintile-The division of any sample of respondents into five equal sized groups ranging from the heaviest to the lightest amount of exposure to the medium. Samples may also be divided into tertiles, quartiles, deciles, etc. Quota-A pre-determined media goal in a market. Goals can be established in dollars spent, number of spots to be purchased, or GRPs to be achieved. Used as a target for the agency time buyer in implementing a media plan. 425 Radio Rating Point-One percent of the homes in the measured area whose sets r are tuned to a station, used for making comparisons of spot stations. r Rate Card-A listing put out by a medium containing advertising costs, mechan- ical requirements, issue dates, closing dates, cancellation dates, and circulation data. Rate cards are issued by both print and broadcast media. Rate Class-In broadcast media, the time charge in effect at a specified time. Rate DifferentIal-Among newspapers, the difference between the national and the local rates. ' ' Rate Nolder-A minimum sized advertisement placed in a publication during"a contract period to hold a time or quantity discount rate. Also, an ID spot bought by the advertiser for tlie same reason. Rate Protection- A guarantee that an advertiser's current rate under the old rate
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426 ADVERTISING MEDIA PLANNING card will be protected for a period, usually from three to six months, should a new rate be introduced. • Reach-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, e.g., four weeks. Also known as cume, cumulative, unduplicated, or net audience. or Q rSs J Reach, Cumulative-The total number of homes'~-eacl^ied by a medium during a specific time period. Reader Impression Studies=-Studies carried out by Starch over and above their regular Readership Study to find out something of what the advertisement meant to respondents who "noted" the ad. Reader Interest-Expression of interest by readers in advertisements they have read. Sometimes evaluated by unsolicited mail. Sometimes evaluated by the num- bers of people who can remember having read material with interest. Also, an evaluation of the relative level of general interest in different types of products. Reader Traffic-The movement from page to page by readers of a publication. Readers-People who are exposed to a print vehicle. • Readers-Per-Copy-The average number of readers of a magazine per copy of circulation. When multiplied by a magazine's circulation, the result equals its a ud ience. Readership-The degree to which print vehicles have been seen (not necessarily ' read) by members of the publication's audience. • Readership or Audience-The total average number of persons who are exposed to a publication as distin~±~h~ fm+r t_he drellation or number of copies dis- tributed. Read Most-Starch ad readership measurement term referring to magazines or newspaper readers who read 50 percent or more of the copy of a specific adver- tisement. Rebate-A refund that reduces the contract price for merchandise. A term fre- ; quently used for advertising allowances. Also given to advertisers by a certain the contract minimum and ~rl media vehide as a result of an advertiser's exeeedir ig earning a greater discount. Recent Reading-A measurement technique for magazines in which survey re- spondents check a list of magazines they have read recently. • ~ Recognition-The technique used to determine whether a person saw or heard'a ,',; ' t mmercial by actually showing the ad or iven rint advertisement or broadcas eo g p ing it) and inquiring whether he or she saw or heard it at a commercial (or la ;yl y p previous date in a specific medium. This technique was pioneered and is still =s. being used by Starch. - - . I .t, Recordimeter-An electro-mechanical device utilized by the A. C. Nielsen:Com-' pany in conjunction with the Audilog. It measures the amount of time that a radio or'IV set is tumed on during the day, but cannot distinguish among stations as does the Audimetcr. Regional Edition-A geographical section of a national magazine's, arculation ' that can be purchased by an advertiser without having to purchase the rest of the I
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GLOSSARY 427 V ! a r t e n ' :.~.;. if s y d jr I magazine's circulation (as is required in a split run.) A higher premium Is usually paid for regional editions and demographic editions. Regional Network-A network of stations serving a limited geographic area. Regular Panel-See Panels. Remnant Space-Magazine space sold at reduced price to help fill out regional editions. Remote-A broadcast originating outside the regular studio. Also called remote pickup. Remote Control-Broadcasting a program from a point removed hom the regular studios of the station. Renewals-In print: refers to magazine or newspaper subscriptions which people extend past their expiration dates. In outdoor advertising: extra posters over and above the quantity actually needed to post the exact number of panels in a show- ing. They are shipped to the plant operator and, if one of the posters on display is damaged, the plant operator has a complete poster design on hand to replace immediately the damaged poster. Rep-Publisher's or broadcast station's sales representative. Replacement Media-Local media that are being used to replace national media in a test market or expansion area, e.g., local rotogravure supplements, comic sections, black-and-white daily newspapers. Response Function-An effect of an ad in a medium, sometimes called impact. These effects may be attitude change, degrees of brand awareness, or sales. Retail Trading Zone-The area beyond the city zone whose residents regularly trade to an important degree with retail merchants in the city zone. These are defined by the Audit Bureau of Circulation. Returns Per Thousand Circulation-A gauge of the effectiveness of media used in support of promotions computed by dividing the total number of returns by the circulation of the publication to which the returns are attributable. (See Keying an Aduertisment.) Roll-Out-A marketing strategy technique in which a brand is introduced in a limited geographical area. If it succeeds in that area, it is then introduced in adjacent areas and, if successful, in other adjacent areas until the entire country is covered. • ROP (Run of Press)-A newspaper advertisment for which a definite position is not specified is inserted as run-of-press (or run-of-book), but usually in the gen- eral news sections. The term is also used in connection with color newspaper advertising to distinguish color advertising in the main portion of the paper from that placed in the magazine section (Sunday supplement). R.O.S. (Run of Schedule)-A broadcast eommerdal for which a definite time Is not specified. For example, a nighttime commercial during primetime may be run at any time during this period. Also, the time at which an announcement runs may vary from week to week, depending upon other requirements. Roster Recall-Method of research in which a list of radio or TV programs Is submitted to respondents for recall.
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428 ADVERTISING MEDIA PLANNING • Rotating Painted Etulletins-Moving the advertiser's copy from one painted bul- letin to another, usually every 30 days. This service is available In a limited num- ber of cities. Offers advertiser an opportunity to cover a large area or a given market (over a long period of time) with a limited number of painted bulletins. I RttiThti ittfi thldtk fd oaon-e praccen sore managemen o movnge oer socorwar when restockin shelves or cases ractice The in retail advertisin of schedulin g . p , g, g ~ a branded product or gruop of products to be featured at intervals throughout the year to maintain a desired stock balance. Also, the process of continuing a series of advertisements over and over again in a regular order. Rotogravure (Roto)-Printing process where an impression is produced by sunk- I l Th ' k' h ld ' ' ~ d t h d 1 t ti t t t n ers or pic ures ~n a copper pnn g p a ean is e m e en or eep e c e e indentation in the plates, not on the surface as in offset, or on the tops of dots or letters as in letterpress. Runs-In television film syndication, the number of times a film has been telecast in a given area. The number of times a film may be run according to an advertiser's lease. A rerun among television film syndicators is an available program previously telecast in an area. Russell Hall--See Lloyd Hall. S Sales Promotion-Those sales activities that supplement both personal selling and marketing, coordinate the two, and help to make them effective; for example, displays. Satellite Station-A station that relays TV signals to areas that are beyond the usual coverage area of the parent TV station. Saturation-A level of advertising weight several times above normal coverage and frequency levels standard for the market or product involved. Saturation implies simultaneous achievement of wide coverage and high frequency designed to achieve maximum impact, coverage, or both. Saturation Showing-In outdoor, a showing of maximum intensity, designed to surpass complete coverage (the 100 showing) with repeat impressions. Often a 200 showing. Scatter Plan-The use of announcements in a number of different network TV programs. • Schedule-A list of media to be used during an advertising campaign. A list of a.. product's advertising to be induded 'ur a media vehide during a specific time. The chronological list of programs broadcast by a station. Also called a ow-chart. . + Secondary Audience--See Audience, Secondary. Secondary Service Area-The distant area in which a broadcast station's signal Is subject to interference of fading, but can still be received. Sectional Magazine--A magazine that is distributed only sectionally and not nationally (such as Sunset, which is confined to the western states). Also calle¢ regional maga2ine. • • Selective Magazine-A magazine which, because of its nature and editorial ~ron- y ~ Self-Liquidating Point-of-Purchase Unit-One for which the retailer wholly or partially pays. tent, appeals only to a certain type of audience. w 0 0 a ~ w
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; t n . .r s y g ie GLOSSARY 429 Self-Liquidating Premium-A premium whose total cost is recoverable In the basic sales transaction. Self-Mailer-A folder, booklet, or other direct mail piece that provides space for addressing, postage, and sealing, and therefore requires no separate envelope for mailing. Semi-Liquidator-Premium offered to the consumer whose cost is partially recovered by the manufacturer or merchant offering the Inducement. Sets-in-Use-The total number of sets tuned In to some program at a given time of day and day of week. At one time sets-in-use was equivalent to H.U.T., but today, its meaning is limited to sets, not households. (See H.U.T.). Share or Share of Audience-The audience for a program as a percentage of all households using the medium at the time of the program's broadcast. Share of Market-The percentage of the total sales of a specified class of products that is held by or attributed to a particular brand at a given time. Share of Mind-The percentage of the relevant population (or a sample of that population) who indicate awareness of, or preference for, the various brands within a product group. Specific meaning varies considerably with the method of measurement. It may be a test of salience or a test of total recall, aided or unaided. Usually refers to consumer awareness of brands in comparison with like measures of awareness for competing brands. • Shelter Magazines-Magazines dealing editorially with the home such as deco- rating, maihtenance, gardening, etc. Additionally, these magazines carry a con- siderable amount of food editorial matter. An example is Better Homes & Gardens. Shopper-A newspaper published in a local community and containing mainly local news, shopping hints and suggestions, and advertisements. Sometimes called a shopping newspaper. • Short Rate-The additional charge incurred when an advertiser fails to use enough media time or space to earn the contract discount envisaged at the time of the original order. *Showing-In outdoor advertising, the number of posters offered as a unit in terms of 100 intensity and variations thereof. In transit advertising, the number of cards included in a unit of sale. (See Poster Showing.) SIC (Standard Industrial Classification)-A classification system set up by the U.S. Bureau of the Budget to define business establishments by type of activity. Used to facilitate analysis of business paper markets. • Simmon's Data-Print and broadcast media audience exposure and product-usage data reported by the Simmons Market Research Bureau. Sliding Rate-A space or time rate in a medium that decreases as the amount of space or time used by an advertiser increases over a period of time. Six-Sheet Poster-See Junior Panel. S,Sb15 _A (Standard Metropolitan Statistical Area-An area that consists of one or more en'Eire counties mee~"hng spea' i~teria pertaining to population, metio- politan character, and economic and social integration between outlying counties . and the central county, determined by the Bureau of the Budget with the advice of the Federal Committee on Standard Metropolitan Areas composed of representa- tives of the major federal government statistical agencies.
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430 ADVERTISING MEDIA PLANNING Space Position Value--In outdoor, an estimate of the effectiveness of a particular poster location. The factors considered are the length of approach, the speed of travel, the angle of the panel to its circulation, and the relation of the panel to adjacent panels. Space Schedule-A schedule sent to the advertiser by the agency, showing the media to be used, the dates on which advertising is to appear, size of advertise- ments, and cost of space. Special-A one-time TV show generally employing known talent and usually running an hour or longer. Also called spectacufar. Spill-In (or SpIll-Out)-The degree to which programming is viewed in adjacent ADI (or DMA) areas. Depending on the perspective, this is either spill-in or spill-out. Milwaukee television programming spills out of the Milwaukee DMA and spills into the Madison, Wisconsin, area, and vice versa. • Split Run-The running of two or more versions of an ad in alternate copies of the same magazine or newspaper. There are also split runs in which one version of the ad appears in newsstand copies and one in mail subscription copies. Splits may also occur geographically. Split Run Test-Research designed to test the effectiveness of various copy ele- ments, prices, or types of offers by placing them in alternate copies of an issue. The various forms of the advertisement are evaluated by means of coupon or inquiry returns, or by orders placed for trial offers. Sponsor Identification (SI)--The extent to which a program's sponsor is identi- fied or its product or service remembered. The percentage of listeners or viewers who con:ectly associate a program with the sponsor or his product is the Sponsor Identification Index (SII). Sponsor Rating-A rating determined by applying the Sponsor Identification Index to the total audience rating. Sponsor Relief-Occurs when an advertiser on a regular television program wishes to suspend activities for an off-season period, and requests contractual relief from the TV networks. Sponsorship-The purchase of more than one announcement in a program (usu- ally a majority of commercials) by one advertiser. Spot-A time period filled entirely by a commerdal or public service message and sold separately from the adjacent time periods. Such announcements may be placed between network programs or within local programs. Also, to buy time (programs and/or announcements) on a market-by-market basis from stations through their representatives. Spot Announcement--Commeraal placed upon individual stations, radio and TV. Often referred to as spots. Technically, spots should be referred to as an- nouneements. Spot Programming-The process by which an advertiser secures the rights to a television program and places it on stations in selected markets without regard to network affiliation. The advertiser may own the television program outright, have program in only a certain part of the country. rights to the program for•a specific length of time, or have the rights.to the
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., ir >f 0 e GLOSSARY 431 Spot Radio-The use of stations in selected markets without regard to network affiliation. May involve spot announcements or complete programs. Spot Schedule-A local spot announcement buy or a standard form that agencies submit showing specific times, adjacencies, etc., of a brand's current spot an- nouncements itt a market. Spot Television-The use of stations in selected markets without regard to net- work affiliation. May involve spot announcements or complete local programs. Y _ • Spread-An advertisement appearing on any two facing pages of a publication. SRDS (Standard Rate & Data Service, Inc.)-A service that publishes the rates it and discount structures of all major media. It also publishes market research Pr A e )f a , )r i- -s >r n d ~e ie Is d studies, often on media or market areas. Staggered Schedule-Several advertisements scheduled in two or more publica- tions, arranged so that the dates of insertion are alternated or rotated. Standby Space-An order accepted by some magazines to run an advertisement whenever and wherever they wish, at an extra discount. Advertiser forwards plate with order. Helps magazine fill odd pages or spaces. Starch Method-A term that refers to the recognition method used by Daniel Starch & Staff in their studies of advertising readership. Station Break-A time period between two programs when a station announces the call letters, channel number, and also broadcasts commercials. Station Log-The official, chronological listing of a radio or television station's programming and commercial announcements throughout the day. Station Rep-A sales organization or person representing individual stations to national advertisers. Short for station representative. Store Check-An in-the-field personal review of merchandise movement con- ducted in retail outlets by non-store personnel. • Store Distributed Magazine-Any one of several magazines (e.g., Family Circle, Woman's Day) whose primary channel of distribution is retail grocery stores. Store Panel-A selected sarnple of stores used repeatedly for market research to collect data on retail sales movement, e.g., A. C. Nielsen Company's food store panel. (See Panel). * Sunday Newspaper Supplement-Any printed matter that is inserted in a,Sun- day edition of a newspaper on a continuing basis and is not part of the newspaper itself. Two main publications fitting into this category are magazine supplements and eomic sections. A supplement may be either syndicated nationally or edited locally. Syndicated Sunday Magazine Supplement-A magazine supplement that is iiis- tributed through a group of newspapers and is owned by a single publisher. The distributing newspapers pay the publisher for the privilege of distributing'the transmission. Sweeps-Both Arbitron and Nielsen survey all television local markets three times yearly (November, March, and May). These are called suxep rironths. Syndicated Program-A method of placing a TV or radio program on a maiket- by-market basis as opposed to the line interconnected network system of program
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i 432 ADVERTISING MEDIA I'LANNING t supplement which in turn helps to build circulation for the distributing news- papers. There are only two syndicated supplements: Parade and Family Wakly. • Target Audience--The desired or intended audience for advertising as described '•.or determined by the advertiser. Usually defined in terms of specific demographic (age, sex, income, etc.), purchase, or ownership characteristics. • Tear Sheets-Actual pages of advertising as they appeared in an issue of any publication, used to serve as proofs of insertion. Telecast-A broadcast, program, or show on television. Telephone Coincidental Survey-in research, the interview method In which telephone calls are made while a particular activity, usually a broadcast program, is in progress. Test Market--A given marketing area, usually a metropolitan census region, in which a market test is conducted. Sometimes used as a verb to refer to introduction of a new product. Test Market Translation--The use of local media that are available in a specific market to replace the national media included in a brand's national plan. The theoretical national plan must be reproduced as carefully and as accurately as ossible in the test market since sales results will be used b com an mana e- p p g y y ment to determine whether or not the product should be expanded to national distribution. 30-Sheet and Bleed Posters-The 30-sheet poster offers advertisers 25 percent more billboard space than the 24-sheet poster. Bleed posters cover the entire metal face of the billboard and are difficult to handle, as the posters quite often have to be trimmed to fit the billboard after they are put up. 3-Sheet Poster-Approximately 84" high by 43" wide and used primarily in areas where there is not enough room to build a standard 24-sheet poster panel. Usu- ally, a 24-sheet poster company does not handle 3-sheet posters. : Through-the-Book-A technique of determining a print medium's audience size ~a by having respondents go through a strjpped•down issue with an interviewer to ~ learn which articles are most interesting. After this preliminary examination, re- ~: spondents are asked whether they are sure they looked into the magazine. Only i those who answer positively are counted as readers. Tie-In-Advertisement run by retail outlets in a newspaper referring to or assoa- " % t ` ~ ~ ating with another ad in the same newspaper. Tie-ins are paid for by the retail 'i ~ outlets running them. • Total Audience-Audtence viewing all or any part of a program in excess of five minutes. For programs of less than ten minutes duration, households viewing one minute or more are included. Also total number of undu licated _readers of a ~ ~ magazine. Total Audience Rating-The sum of all exposures to several issues of the same publication or several issues of different publications. Total Net Paid-Total of all classes of a publication's circulation for which the ultimate purchasers have paid in accordance with the standards set by the Audit- Bureau of Circulations' rules. Includes single copy sales, mail subscriptions; and specials. ' TPT (Total Primetime)-A television research project of Gallup & Robinson evat-
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s u I e e a e 1 GLOSSARY 433 uating all paid commercials aired during the evening period when national network programming is shown; i.e., both program commercials and station breaks. Offers data both on percentage of commercial audience able to recall the commercial, plus an estimate of actual audience in station coverage. At date of report, such operations were confined to the Philadelphia metro area. Traceable Expenditurea-Published reports on advertising expenditures by media for different advertisers. Currently, traceable expenditures are available for con- sumer magazines, farm publications, supplements, newspapers, spot TV, network 1V (gross time only), and outdoor. Trade Advertising-Advertisements of consumer items directed to wholesalers and retailers in the distribution channel. Trade Magazine-See Business Paper. Trade Paper-Publication covering the commercial activities of wholesale and retail outlets, but many reach the sales departments of manufacturers. Trade papers include all publications that offer a manufacturer the opportunity to reach those who will sell the product for him, either from the standpoint of the retail or wholesale level. Trading Area-The area surrounding a city set up by the Audit Bureau of Circula- tions whose residents would normally be expected to use the city as their trading center. Traffic Count-The evaluation of outdoor poster circulation by an actual count of traffic passing the poster. Traffic Flow Map (Outdoor)-An outline map of a market's streets scaled to indicate the relative densities of traffic. Traffic Pattern-Comparisons of customer count to establish averages. How cus- tomers behave as to shopping time, hour of day, day of week, frequency. Transient Rate-Same as one-time rate in buying space. • Transit Advertising--Advertising on transportation vehicles such as buses, sub- ways, street cars, etc. Uses poster-type ads. Translator-An independent TV station that picks up programs from a given station and rebroadcasts them to another area on the upper 13 UHF channels (chs. 70-83). Translators serve from several hundred to, in several instances, up to 50,000 TV homes. Truline Rate-A rate concept sometimes used at the local level. It is computed by multiplying the agate line rate by 1,000,000 circulation and dividing it by the retail trading zone circulation. ~ Turnover-The ratio of a weekly rating to a four-week reach. This ratio serves as an indication of the relative degree to which the audience of a program changes. The greater the turnover in the audience, the higher the ratio. TVAR (TV Advertisers Report)-A bi-monthly report from Trendex that gives indices of TV audience characteristics in three categories: audience composition, program selection, and sponsor identification. 0 24-Sheet Poster-An outdoor poster that is 8'-6" high and 19'-6" long. In the early days of advertising, the poster consisted of 24 individual panels pasted together to form an advertisement. Today about 10 to 12 panels are used, depending on the type of artwork and copy used. t
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434 ADVERTISING MEDIA PLANNINC U UHF (Ultra High Frequency)-Television channels 14-74. Unaided Recall--The process of determining whether a person saw or heard a given ad or commercial or brand sometime after exposure with only minimal cueing such as mention of product class (not brand). Upscale-A general description of a medium's audience indicating upper socio- economic class membership. V • Vehicle-A particular component of a media class, e.g., a particular magazine or broadcast program. Vertical Cume-ln broadcast research, a cumulative rating for two or more pro- grams broadcast on the same day. Vertical Discount-Broadcast media discount earned through maintenance of specified frequency during given time period, e.g., six spots per week. Vertical Half-Page-A half page where the long dimension of the ad is vertical. (See Horizontaf Half-Pagr.) Vertical Publication-A business publication that appeals to a specific trade, industry, business, or profession. VHF (Very High Frequency)-Television channels 2-13. Generally, VHF stations have the greatest range of coverage, whereas UHF stations cover a much smaller area. Viewer Impression Studies-A service of Daniel Starch & Staff that provides qualitative data about TV commercials. It is based on interviews with respondents who have seen a commercial in the context of normal at-home viewing. Viewers are asked probing questions about the communication of the commercial and its meanings. Viewers Per Set (VPS)-The average number of persons watchirig or listening to a program in each home. Volume Discount--A discount given for running a certain volume of space in a publication. An advertiser might use many smaU insertions to make up the re- quired number of pages. W Waste Circulation-The audience members of a magazine or newspaper who are not prospects for a particular advertised product. Circulation in an area where an advertiser does not have distribution of his product. • Women's Service Magazine-Magazine appealing directly to women (housewives specifically), and whose editorial contents are designed to further their knowledge as homemakers. .t I 0
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GLOSSAItY ADVLRT7SING AGENCY - An independent business _.....___._ „ i~i_a_ t_i„_o_ nt___-_-h-a-t-- organ develops, prepares and places advertising in various media for ,,ts clients. AGENCY COMMISSION - Amount paid to adver- Lrsang agency ~y media for placing business. ALLOTMENT - The number of unilluminated and TIIu`minated panels in a poster showing. ANIMATION - Device used on bulletins featur- ing one or more moving parts. ARTWORK - Design material in scale from which _.._-__._ outdoor advertising copy is reproduced. AVAILABILITY - Outdoor advertising units - _ _ . _ . _ __.- (E>oster showings or painted bulletins) which are available for sale. (Also referred to as "open space". AWARENESS - An aware viewer is one who remem- --.....___.v.T bers__hai.ng seen a partieular poster or paint design in the test market. BLANKING PAPER - A white paper border surround- ing ing the poster copy area. BLANK OUT - To cover all or a portion of a poster design. BLEED POSTING - The use of blanking paper the same cofor as the poster background to bring the "design display area" up to the inside panell moulding. ')OKF.D - A term meaning acceptance of a con- ract for outdoor advertising space by the plant operator. CANCELLATION P _ ERIOD -- Time stipulated by con- _ . _.. tract agreement for effecting contract termination. CHECKING - The inspection of outdoor adver- tising tising facilities and service. CIRCULATION - Gross: The total number of people moving in any direction past a given outdoor advertising location. Effective: The number of people passing an outdoor advertisement who may reasonably be expected to see it. COLLATING - Arranging the individual sheets of posters into the order in which they will be posted on the panel. COLOR SWATCHES - Color samples which are sent to plant operators to enable them to match colors for artwork provided. COMPI:'1'1'l'IVI: l'LAN7':; - Ouc or more outdoor _. Jve... rt-- -i n•_... ry_..- . _ _.._.a .. t_ air ol,erors offering services in the same market area. COPY - Pictorial design, background, message, etc., to be displayed on either poster panels or painted bulletins. COVERAGE - The placement of outdoor a vertising messages on a network of the principally traveled thoroughfares so that the advertiser's message is delivered to as many different people as many times as possible throughout the display period. CUSTOMIZED ROTATION - Painted bulletins physically moved periodically to new locations throughout the market. Loca- tions are selected to meet the clients' particular marketing objectives. CUTOUTS AND SPACE EXTENSIONS - Reproductions of _that portTan of graphic elements project- ing beyond the normal limits of the painted bulletin to dramatize copy and advertising message. DATE STRIPS - Sheets announcing commence- ment of a public event. DAY-GLO - A patented trade name of certain inks-and lacquers that fluoresce when activated by a light source. DESIGN - The artwork and text which comprise the poster or painted bulletin display. DISCOUNT - Reduction in quoted base space rates earned by contract continuity. DISPLAY PERIOD - That period of time during whach a particular poster or paint design is being exhibited. DISTRICT SHOWING - Poster panels placed in a _.._ _ _ _ __ .__ __..__ portion of a market instead of covering the entire market. EME3t LLISllMEN'1' - Any added feature to outdoor structure such as a cutout, neon or plastic letters, clocks and electrical devices, space extensions, etc. FACE - The surface of an outdoor advertis- 3ng structure on which the design is posted or painted. FACING - The direction structures are built to display the advertising copy, e.g., a south facing panel can be read by north- bound traffic. FREQUENCY - The number of times during a month the average individual or family in a given market is exposed to an outdoor message. ~ - - _. _ . .. u....~ __ . s
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;kOSS RATING POINT (GRP) - GRP's represent _Ke numher oE impression opportunities ,without regard to audience duplication) ••xpreRSed as a pr,rcrnt of the pnpul ition ,f a specific market normally quoted on a daily basis. %D-ON - A location directly in front of _,,proaching traffic. IDENTIFICATION - Occurs when a respondent L denti i.es a particular advertiser when the poster is in a "masked" stage or when the advertiser's name has been blocked out in an awareness and recognition study. ILLUMINATED - Poster or bulletin having light fixtures which illuminate the copy at night. such a unit is located on streets which have .icavy nighttime traffic. Illumination is ,rovided from dusk until midnight and in some markets from 6:00 a.m. to dawn. IMPACT - Advertising awareness generated by .__._ an outdoor campaign. IMPRINTS - Dealer: A strip on which is .)_rinted the name and address or telephone number of the local dealer handling the )roduct being advertised. Plant Operator: r~ plaque bearing the name of the plant 3perator, usually attached to the moulding Df the outdoor structure. INITIAL PA1NTiNG - First rendition of painted aulletin copy under contract. INTENSITY - The size of a poster showing or che extent to which the advertiser's message : displayed to the market. ,.O.A. - Institute of Outdoor Advertising. The_ __d s_. tandardized outdoor industry's official marketing organization. LEASE - Contract between land owner and outdoor plant operator covering the rental of the land on which painted bulletins and poster panels are con- structed. LENGTH OF APPROACH - Measured distance from .- . _ _. _____t _-__ _.._ which the painted bulletin or poster panel is clearly visible. LITHOGRAPHY - A method of printing frequent- ly employed in the mass production of posters. The design to be reproduced is transferred to metal plates, the plates are inked and under pressure, the design is printed onto the paper. LOCATION LISTS - List of locations on which an ---._ --------...-~----.. advertiser s copy is to appear during the display period. MANDATORY COPY - Copy that is required, by law, to appear on the advertising of certain classifications of products. MARKET - Term employed to designate a given pol~t~cal, geographical, economic, or statistical area, i.e., Los Angeles Metro Market, the College Market, the San Fernando Valley Market. MECHANICALS - Photostated elements of a design scaled in the desired position to illustrate the basic design concept. MINIMUM SIIOWiNG - The smallest sized poster showing an advertiser can purchase without per panel rate pricing. MOBILE PANEL - A trailer-mounted poster panel which is transported to a given location and usually employed for merchandising purposes at retail outlets. MOULDING - Frame of a poster panel. M.O.V.I. (Metro Outdoor Visibility Index) - An ecocomical'pretesting technique which enables the advertiser to simulate the environment in which the outdoor message will appear enabling the advertiser to determine its effectiveness at normal viewing distances from a moving automobile. N.O.A.B. - National Outdoor Advertising Bureau, Inc. A national organization cooperatively owned and employed by adver- tising agencies for servicing outdoor adver- tising campaigns. It concerns itself solely with servicing functions and maintains a large staff of field service representatives throughout the country for on-the-spot evaluation and inspection of clients' posters and painted bulletins. O.A.A.A. - Outdoor Advertising Association of America, Inc., organized to standardize methods, facilities, service, develop new ideas, and to conduct public _Xelations activities for the industry., OPEN SPACE - See availability. OVERLAY - Sheet posted over the poster, e.g., price, date, etc. PAINTED B_UL_LETIN - An advertising structure on which the advertising design is painted and which may incorporate the use of cutouts, and/or other embellishments. PHOTOLITH SHEETS - Photo-descriptive sheets which describe painted bulletin locations in relation to the market. The sheets include a photograph of the unit, a map showing the exact location and information relative to the surrounding area and traffic patterns.
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i,l.A_N_T - The total r~und,cr of outdoor structures uc.dec a sic.gle ows.e.rship in a city. PLANT OPERATOR - The owner of an outdoor adverti is ng company in a certain city or area. !ORTA-PANEL - A full size poster panel which is erect~Tec-for indoor events. The poster is usually displayed in the moulding by affix- ing the poster to muslin and attaching it to the framework by means of ropes through grommets. POSTER - An advertising message printed on sheets of paper to be displayed on poster panels. POSTER HANGER - A man who affixes or "hangs" posters to the panel face. POSTER PANEL - Advertising structure measur- ing ]2T )C25' overall on which posters are displayed. POSTERIZE - An illustration technique used prirt~arily for silk screen in order to give a 4-color process appearance even though flat color patterns are used. POSTING DATE - The date on which the plant operator-is scheduled to start posting a showing. POSTING LISTING - The process of selecting the indivi.dual panel.s which will comprise a poster showing under contract. POTENTIAL VIEWER - A person who passes a _----_. __ --- __. segment of a typical outdoor poster ;howing which he had the opportunity to view. POTENTIAL VIEWER FAMII..Y - One or more persons _ rom a fam_.___.. _ . .._-_i -- l-y -_w_.h_._o p_a._ fsses a segment of a typi- cal poster showing which they had the oppor- tunity to view. POUNCE PATTERN - An actual size pattern of the o_r _ i~g~l-n _. a l _-_ d .--e_sfg_ n to be used in the paint studio for proper element position and proportioning. PRE-PASTING - A technique for applying paste ---o-th__ _e _.__-. t surface of posters in the plant rather than in the field. This method utilizes a modern conveyor belt system for paste appli- cation. In this manner, posters can be uniformly prepared for posting, sealed in plastic bags, and stored until the posting date. PRINTED BULLETIN - Printed copy (i.e., litho- graphed __.-----___--_---- graphed or silk screened paper) posted on a bulletin structure. A paint embellishment may be combined with the printed element in some designs. I'HOUF OF f'cttFURMANCr; - Certification of advcr- -_-r_- T - - - tir.s~ng...service being delivered. PROPOSAL - A formal recommendation to an advertising agency or client outlining the values of outdoor advertising service. PUESLIC SERVICE COPY - Copy of civic or phl ant rop c nature posted in the interest of community welfare. RATE - The cost of outdoor advertising space. RAIN-LAP - A posting method by which the top sheets overlap the lower ones to prevent the rain from running under the paper and loosening it. REACH - Usually expressed as the.percent of lndividuals or families in a given market area exposed to an outdoor program during a given time period. RENEWALS - Extra posters sent to plant oper- ators to provide for those locations that may need to be replaced during the display period. REPAINT - Execution of advertiser's painted bulletin copy subsequent to the original painting. RE-POSTING_CHARGE - An additional charge incurred for posting a change of part or all of a design before expiration of a display period. RIDING A SHOWING - A physical inspection in the field of the panels which comprise a showing. ROTATING PLAN - The periodic movement of the advertiser's painted bulletin copy to diff- erent painted bulletin locations on major arterials in the market area. SET SHOWING - A poster showing arranged for the advertiser, in which the same locations are used for the duration of the multi-month contract. SHOW-THROUGH - Copy of a previous poster that continues to be visible after a new poster has been posted. SHOWING - Group of poster panels spread throughout a city or marketing area to provide coverage by an advertiser's message. SILK SCREEN - A method of printing used in the mass production of posters. A stencil (design) is cut from a plastic sheet and adhered to silk that is stretched on a frame. Paint is applied to the silk, and forced through the openings in the silk weave, transferring the design onto the paper.
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~lxt t~ ~ W L , 3 x 1 Yt Tr;; - .EION (,~ ~~,,.~ t]_` l1~t -!,IC s[~C'~ t_lS4~f~-~d~t~r7•e•7S•li 4' O'tt R ~..r 1 . . ~. ~1~~. . . A Tj .. ~ 4 Is n. , a 1 :Sr ~-.....:~., (; .f.~'r...,..,,L :T;a-v Qw," t0~ +S+it 7d'~75f7ei:: r 0 UnUi.K.Ka[•f i.u[c. .S• 4 rs S , 7 7 , , r r
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METROPOLITAN AREA PRINT ANALYSIS -.-- _.___._.____---_--_____ -.__-___-_~ _-_--- F'op.rc~.~ Hslds ~rxr kef.S~s (i~.o A.M or All Day Evcrung Total Dady GrouD Sunday i tENTON HARBOR METRO AREA * *q 172 620 743 (A.H.I.) {16,975 MICH 8ERRIEN BENTON HARBOR HERALD PALLADIUM------------------------- -.•..._-__.-. -___.........-. 3%--------- 29,935---48.3X-----__...-_____..-Fl.-....___•_. CHICAGO SUN TIMES 531 .9% 531 .9% PC PA 1,032 1.7% CHICAGO TRIBUNE t&---.-_.__.-------- ------- _ -.--_2,303-._•._3.7%_____-.__.__-______... MC 5,192---8.4X DETROiT FREE PRESS 1,148 1.9% 1,148 1.9% SU PC PA 2,528 4.1% DETROIT NEWS __..___--,_--._____-•SU MC -349--.6% MICHIGAN CITY NEWS-DISPATCH 1,038 1.7% 1,038 1.7% NX NILES STAR-__-______-- -8,500--13.7% --------$,500-13.7%---•-----MA - - SOUTH BEND TRIBUNE 8,916 14.4% 6,918 14.4% PC PA 12,204 19.7% TOTAL NEWSPAPERS------- - -12,535 --20.239,891--64.3% 52,426--•84.6% -21,393 --34.5 MA MICH AD (MULTI COMMUNITY GROUP) 8,500 13.7% 8,500 13.7% Ew WKEY 29,915 48 )% ANR WN 1),551 21.9% 10RrN 357 .6% NEWSWRJ,766 2.9% R DCSr 16,177 26.1% TV GUI 26.654 43.31% RARADE JS.761 251% 6E7 NO 7,591 122% GONSR 4,958 6.0% NWYRRR 17S J% RE01R 3,554 S.7% LKNEWS 1,723 26% SUNDAY 6,069 130% C0S,M0 1,696 27% UU 4,462 7.2% REN/HS 2,466 40% 17 1,371 22% VOGUE 429 .7% 4E1R0 C S,SIJ 6.9% I GRC 6,571 11 f% 4CCE 5.302 1.9% IfORLE 2.l2S 34% fRRrll 1,r03 2.3% WO DAY 9,560 1S.S% PUCK Cw 13,764 25 4'% /ARY ! NS 14% % N 6E0 7,176 11.6% PLAY 6 3,439 6 S% TIME 2,742 4.4% BETHLEHEM, PA.-SEE ALLENTOWN BETHLEHEM EASTON METRO AREA BILLINGS METRO AREA MONT YELLOWSTONE 113 * BILLINGS GAZETTE -------__._________. GREAT FALLS TRIBUNE TOTAL NEWSPAPERS----- MG MONTANA GROUP 'w WxtY 30,926 724% % ' IARADE 20 % 4E7R0 C 173 .9% rvur Cw -x 42.7 805 (IH.I.) $22,722 -30,290--10.9X- 30,290-70.9%- MG F2 30,606-)1,7X 330 .8% 330 .8% MC F2 , 322 , .8% , •----_----•---30,645-71.8%-_--- - % 30,645-7LBX----- 31,022-72.7% ANR WN ro5/A`C rARM J S•629 3,707 1,712 s,~~ 132% 134% 4.0% J21% 1.8% BILOXI-GULFPORT METRO AREA * 197 MISS HANCOCK, HARR SON, STONE 66 7 BILO%vCULFPORT HERAE.D,S M SUN------ HATTIESBURG AMERICAN JACKSON CLARION-LEDGER,NEWS---- NEW ORLEANS TMSPIGSTA-ITEM Q TOTAL NEWSPAPERS--- EM WKLY 37,113 556% X - IARADE 6.671 10.2% SUNDAY 3.665 6 6% METRO C % RUCR Cw 6,611 10.2% 752 30,290 70.9% 30,290 70.9% 30,606 71.7% lGV7N 302 .7% NCWSWK 1,740 4.1% R DOSr 13,717 32.1% TV GUI 1,997 4,)tt GDMX 4,024 94% % NWYRKR 147 .3% RED 6X 4,009 9,41% USNEWS 1,655 39% LM/ 5,530 130% PEN/NS 2,691 4.3% 17 690 2.1% VOGUE 425 10% MCCt 4,148 9 7% PEOPLE J,696 4.4% fiRllL 1,036 24% % W0 DAY 5,626 132% N 6E0 6,674 J6.1% PLAY 8 3,426 1.0% TIME 2,489 3.9% (A.H.I.) $19,227 -----•7,493--11.2%--31,170--J6.7% 38,663-58.0%--------fl 36,563--.54.B% 495 .7% 495 .7% F1 550 / .8% PA ' --~946---1,4X 4,153 6.2% 4,153 6.2% SU PC PA ' 5,865 ' 8.8% -12,487--18.7% -31,721 -47.6%-----44,208--66.3%----_ ANR WN 13,667 20 8% % FOR7N - 229 J% NEWSWR 1,607 2.I% R 0G5/ ~ 16,004 2I.0%TY GUI 22,024 33.0% 6E7 JIO- 5,551 6.7% CONS+C 3,225 4.8% NWYRKR J02 - ,2% RED 6K : 4,009 6,0% LISNEWS J,66S 2.6% COS4/0 2-301 3.4% LJU 4,280. 6.4% - REMNS 3,510 5.3% 17 1,119 1.7% VOGUE 467 .7% l CIRC 7,207 J0.6% MCCI. 5,147 7.7% PEOPLf 1,9I6 2.9% SPR7/L 1,191 1.8% W0 DAY 9,114 13.7% FARM ! 260 .4% N 6E0 6,205 9.3% R1AY 6 4,049 6.1% TIME 2,255 3.4% BINGHAMTON METRO AREA A01 108.5 N Y BROOME, TIOG PENN SUSOUEHANNA • BINGHAMTON PRESS,SUN-BULLETIN- I E] BI ELMIRA STAR-GAIETTE 19 ITHACA JOURNAL---------- ~- NEW YORK NEWS N EW YOR K POS T(¢ NEW YORK TIMES SAYRE/ATHENSM'AVERLY TIMES SCRANTON TIMES SCRANTON TRIBUNE,SCRANTONIAN----- SYRACUSE HERLD-JRNL,POST-STDRD TOTAL NEWSPAPERS----- U-BIE MARKET ' ru WKLY 2,6a2 25% /ARAD[ 69,986 64.5% SUNDAY 5,715 5,3% ME7R0 C 74,LU6 6d.6% hlCw Cw 3,235 3.0% BIRMINGHAM METRO AREA . 863 ' ALA JEFFERSON, ST CLAIR, ATLANTA JOURNAL,CONSTITUTION * BIRMINGHAM NEWS,POST-HERALD GAEiSDEN TIMES---- * JASPER MOUNTAIN EAGLE •95-,2%- - SU MC " , 577 '----•2% 184,871 58.7% PA MC 164,858 52.3% %-- -Fl ~ ---~97-.2% 248-3 10 , , , . NEW YORK TIMES- 130 X 130 X--- '•20-- 1% . TOTAL NEWSPAPERS ='l 4S 506 ' 11,4% 151 101 48.0% 196,607 62.4% 166,769 52.9% AB SELFCT, ALABAMA M1IRKETS {SAMl ' . 10,895 ~ a 3.5% , 10,895 ' 3.5% 697 2% , ' FM WR1Y.: 66J ,J% ANR WN 40,352 12 9% PoR7N :J,606 6% . NEWStYII. 7,162 " 2.3% R 00SF - 61,021 19.4% TV GfR ~- 32,631 10.4% ,. . PARADE : 164,909 $2.3'7G 6ET JIO ' 27,329 8.7% GOWSR 16,396 -• 32% NIYTRRR „. 734 .2% , RE0 6X 16,276 5.2% USNEWS 9,219 •2.9% SUNDAY $77. •2'% . QOSAq 6,791 ' 2d%Jlil 16,563 5.9% .REN7N5 9,033'-2.9% 17 3,663 „1.2% VOGUE 3,029 1.0% MC7R0 C 165,435 52.5% " F GRC 1i,209 6.!% /N;~p. 21,/22 7.7% PEOPI[ 6,332 20% SPR77l '6,326 2.6% WU J1AY 23,944 82% I'UCR CW •% IARY J l,036 .3'% N GEO 23,363 L1X RLAY I 12,309 4.0% TIME J1,132 3.3% - ,. -~-......... ..-... . ..~ . ~'In _the COUNTY AREA"and METRO AREA PRINT' " ' : 'ANALYSIS sections; morning circulation, evening circulation 'and_ all •day_;circulation is also shown' t under ; _ the."Total;Daily,". column. Hence by running your eye down the'6Total Daily'' ?:column; you: can._more easily get a-picture of cir-._ :.~;culation irt,each;county or metro area. Then you:.= . -can:scan'the -morning and evening columns-for more detailed'analysis: 34. ._ ' ~Ei1.Avs6¢+Fkxlselwldlncoma ...:,4 *,PuaGsh6dwithlnnNEro6rea._-s --CIRCULATEON'$21t3 ANR WN f CIRMOC FARM J 1,309 (A.H.I.) $20,785 ~ . . I• . 'I . - ----26,016-24,0X 58,673-54.1%-----84,689-78.1X--_--PA MC 81 .-~-67,750--:62.4% 746 ,7% 746 .7% MC Fl BI .1,683 1.6% 2,082 1.9% ----494--:5% 1,266 1.2% 718---.7% 791 ' .7% - --1,174'--1.~- 5 .% 32,094 -29.6% ----62,472 --5'7.6X 26.762 24.7% 59.391 - 54.7% -718-•7%- ---=BI ~ 2,082 1.9% SU MC' 4,802 '. 4.4% - --494-,5%- 1,266 1.2% :' 2,642 2.4% 791 .7% PC F1 ' ' 999 1,287-1.2%---WB PL PC PA - 1,536- 1.4% 179 •2% SU PC ('A ' ' .700 ' .6% -94,566 ---87.2%- -=-°„^,325 -74.0X 86,153 79.4% ' ' 69,433 64.0% 37% R OG57 , 29,260 .27.0% , TV OUI '. : 21,098 19.t% .5% RED RK - 7,1J6 6.6% I1SNfWS 2,555 2.4% 3.1%- 17 2,375 22% VOGUE 694 .9% 28% SRRttt 2,605 26% WODAY 14,302 J3.2% 4.4% - TIME 3.604 5,3% ,,,.. ~ . • . 26,soe 26.3% - fOR7N ' 535 ,S% • • NEWSWR•,r 4.054 J3,32S 12.3% GdiSR •. ~ 6,669 6.9% MWRKR 516 2,424 2.2% 1H! 7,696 7.1% - RENrNS 3,402 J4,576 13.4% ArOCt 6•643 6.2% RLOMI 3,036 1,660 J.S% N GE0 12,617 11.6% . RtAY R 4,793 , - . . . .. ., .}~. 315.1 -' 4,047 : (A•H•I.l $22,064 s SHELBY. WALKER• ` _ ~- -489--•2% .-~A X ~ 44,852 '-.14.2% 140,019 44.4% ---647 -,2% 248 '-3 10 3%
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NE::EiRASKA COUNTY AREA PRINT ANALYSIS Pop rxrl, Hs' ds lorr~ ket SIS rs"r, A M. or AII Day E vening Total Dally Group Sunday _, ._ . ... _ .,.._._..,_._.._-.,.._. _..-.._._...._-...-...-_ - .._._.__ ,_~_ .____.-. ----.._- CHCRQt µEd O 7 2 S 3S (A N.l 1 571,2E,1 MAP DB OMAHA WORLDHERALD-_ . ...__._... _..._...... __ ...-.--..... _....69G--...278% -------- ,_.- _ _.. ..._. ..__..._.-.....-696---_?7.8%---....-_- SU MC-.... ....... .597---439X FM WAtr % ANR WN 3.765 131 I% FUR7H 6 2% NEWSWK IARAO( % B(I HO 316 12 6% GUHSK 292 ll 7% NWYARR 110 41% 4 2% R 065r R(D B 948 203 37 9% 7V GU/ 6 1% USN(WS 208 6 3% 112 4.5% SUNCMr 597 23 91 COS~rO 65 3 1% LIU 260 !0 116 P(MHS M(7R0 C S97 23 9% F[IRC 319 12 8% MCCL 256 10 2% P(OPL[ 113 4 S% 39 1.6% 17 SARNL 56 62 7 2% VOLUE 2 5% WO DAY 17 •!tl 35 1.1% PUCK CW •% FARM J 359 144% N GE0 401 16 0% PEAr B 163 6 S% I7M( 86 34% - CHE ' NEB 0 10 4 0 60 (A.H.I ) $23,942 MAP 13 NYER ROCKY MOUNTAIN NEWS- ----------------------------------- -_..---158-- PA---- ..---._..204---5.1% ,/MAHA WORLD HERALD 725 18.1% 725 18.1% SU MC 731 18.3% SCOTT S B L U F F S TA R H E R ALD -_•...---__-•-.._._._-._-.----..._•_-. _. ------1,067 --26.7%---.--------• ----1,067 -26.7% -------•-:NO F2 ---------- 1.056 --26.4% NO NEBRASKA OUT-STATE NEWSPAPER UNIT BUY 1,067 26.7% 1,067 26.7% 1,056 26.4% FM WKLY J,056 26 4% ANR WN 1,626 90 7% FOR7N 11 .3% NEWSWK 132 3 3% R DGlI 1,210 320% TY GUI 984 24.6% PARADE 204 S./% BO NO N/ 160% GOHSK 419 10 S% NWYRKR 6 .2% R[D 6K 370 93% USN[WS 131 3.7% SUNDAY 731 le 7% COSIro 107 2 7% LNJ 431 J0 B% PININS 113 28% 17 74 1.9% YOGUE 13 ,3% METRO C 731 16 3% F C/RC 394 9.9% MOCL 505 12 6% PEOPLE PUCK CW 204 31% FARM J $34 1J 4% N GE0 492 12 3% PLAY B J12 28% 7/6 34% SPRIII T/M[ 126 166 32% 42% W0 DAY 502 12.6% CLAY NE8 D 8 3 0 20 (A.H.I.) $22,002 MAP L16 ; HASTINGS TRiBUNE-._-__--_._.-__----_-------_ ---2,214-73.8% 2,214-738%--._--_-_ LiNCOLN JOURNAL, STAR 135 4.5% 43 1.4% 178 5.9% PC PA 172 5.7% OMAHA WORLDHERALD---------------•------------505-16.8X------- ---- -- --SOS-16.6%--------SU MC----930-31,0% NO NEBRASKA OUT-STATE NEW'SF'APER UNIT BUY 2,214 73.8% 2,214 73.8% FM WKIY -% ANR WN 3,121 104.0% F0R7N 6 2% NIWSWK 147 4.9% R OGS7 1,095 345% TV Gul 684 Y1.f% PARADE 172 S.7% B('7 NO $83 J94% GDHSK 430 1l3% NWYRKR f % RED IK 338 11.3% USNfWS 97 3.2% SUNDAY 930 310% COSMO 27 .9% lH/ 319 106% KMNS 23 .B% 17 69 2 3% YOGUE 5 -2% METRO C 930 3' 0% F CIRC 165 62% MCCC I17 14.9% PEOPL! 41 1.4% SRRhI J23 4.1% W0 DAY 231 7.7% PUCR CW 172 S.7% FARM J 676 27.5% N OE0 355 J1.B% PLAY B 135 4.3% 7LM[ 98 3 3% COLfAX NE8 D 10 3.8 36 (A.H.I.) $17,703 MAP H18 COLUMBUS TELEGRAM-_.. ------_-._-.-----.862-22.7%---__-862--22.7X FREMONT TRIBUNE , 270 7.1% 270 73% OMAHA WORLD-HERALD 1,452 382% 1 -% 1,453 38.2% SU MC 1,949 51.3' NO NEBRASKA OUT•STATE NEWSPAPER UNIT BUY 1,300 34.2% 1.300 34.2% FM WxLY -% ANR WH 003 8 2106% FORTN 3 .1% N£wSWK 78 21% R DGST 1,GN 27.3% TV GUI 771 204% PARA•'a( -% BLT NO . 580 1S3% GDHSK 424 112% NWYRKR 4 .1% R[D BK 310 8.2% USNfWS 92 2.4% SUNDAY 1•919 51.3% COSMO 29 .8% W/ 353 93% P£NTNS 78 2.1% 17 53 1.4% YOGUE 10 -3). MEtRO C 1,919 3/.3% f C/RC 304 80% MCCL 436 11.5% PEOPLE 49 7.3% SRRIII 122 32% W0 DAY 275 727x PUCK Cw -% FARM J 891 23 4% N 6E0 316 6.3% PLAY 8 177 4.7% TWf 115 3 0% , CUMING NE8 D 12 4.1 43 (A.H.1.) $21,878 MAP G19 FREMONT TRIBUNE -------- NORFOLK NEWS 738 18.0% 738 18.0% NO OMAHA WORLD-HERALD------------------- ----1,5)4-38.4X----------1,574-38.4%-----SU MC------2,166-52.8`. FM WKLY PARAD( SUNDAY METRO C Pl7CK Cw 2,166 2,166 -% -% 528% 528% •% ANR WN BfT NO COSMO F CIRC FARM J 6,002 712 23 338 B81 165.9% 17.4% .6% 87% % 21.6% fORTN 8 GDHSK 451 lN) 320 MCCL 158 N GE0 376 .2% ' NEWSWK 110% HWYRKR 74% P[N7NS 11.2% PEQoLL 92% PLAY 8 132 I 122 68 1B0 3.2% -% 30% 1.7% 44% R DOST 1,077 RED BK 326 17 66 SPRTIL 168 T/M[ 113 26 3% 8 0% J.61C 4.1% 2.8% TV GUI U5N(WS VOGUE WO DAY 604 97 15 234 19.65 2.4% .4% !.7% CUSTER NEB D 14 53 55 (A.H.I.) $20,458 MAP H11 NORTH PLATTE TELEGRAPH 659 12.4% 659 12.4% NO F2 655 12.4% OMAHA WORL4HERAlD--__..-_..___._-__..____-____-___..__ __ ._1,334 -25.2%----- -----1,334 -25.2%--------SU MC-------1,514 -28.6% NO NEBRASKA OUT-STA7E NEWSPAPER UNIT BUY 659 12.4% 515 9.7% 1,174 22.2% 1,170 22.1% FM WKLY 1,170 22.1% ANR WH 9,861 1861% FORTN 8 .2% NEWSWK J42 2 7% R DGST J,852 34.9% 1V GUI 920 17.4% PARADE -% 8E7 N0 691 130% G(krSK 642 12.1% NWYRKR 7 .1% RED BK 424 80% USNEWS 139 2.6% SUNDAY 5[I J 28.6% COSMO 45 .6% UU 553 104% PENTNS 149 2.8% - 17 121 23% YOOUE 1S .3% M1TR0 C , 1,514 286% F CIRC 503 95% MCCt 573 108% % P[0PL£ 44 .B% SPRTIL 152 29% W0 DAY 205 3.915 - PUCK Cw -X FARM J 1,142 21.5% N 6E0 562 J06X PLAY 8 206 3.9% TIME 132 2.3% DAKOTA NE8 C 17 61 79 (A.H.I.) $23.580 MAP E19 OMAHA WORLD-HERALD------__.-._.-_.---__~-- MC---------534------8.8`• SIOUX CITY JOURNAL 4,040 66.2% 4,040 66.2% PA 3,982 ' 65.3t, FM WKLY -% A4R WN 6•158 105.9% fORIN 34 .6% NEriSWK 136 22% R DGST 1,505 24.7% TY GUI 1,844 30.2" PARADE 3 982 63.3% B£T HO 708 11.6% GOHSK 433 7.1% NWYRKR 2 •% RED BK 416 6.8% USNEWS 126 _2.1% SUNDAY , $34 B B% COSMO 11 .2% LH/ 456 7.3% P[MNS 74 l.2% 17 108 1.8% YOGUE 23 .1). M£TRO C 334 88% F C1RC 54 .9% MCCL $72 94% PEOPLL 322 3.3% SPRTIL J88 31% WD DAY 27 .f' PUCK Cw -% FARM J 414 68% % N G£0 484 7.9% PLAY B 192 31% TIME 235 39% '-'- DAWES NE8 D 10 3.6 46 (A.H.1.) $18,189 MAP D3 ' 1=X ALLIANCE - -__---.. --- OMAHA WORLD-HERALD 723 20.1% 723 20.1% SU MC 748 20.8% SCOTT S B L U FF STA R-H E RALD ------- ---------------------171 -13.1 X--- -- -----471 -13.1 %------NO F2 ------480 -13.3`. FM WKLY 480 13 3% ANR WN 6,306 175.2% FORTN 12 .3% NE'WSWK 154 4.3% R DGSY 1,290 35 0% % 7Y GtN 995 27.6} PARADE -% BE7 HO 464 129% 6DHSK 422 J 1.7% NWYRKR 5 .1 % RED Blr 317 B B% USNEWS 137 3.8t SUNDAY 748 208% COSMO 133 3.7% LUU 348 9,7% P[NTHS 141 3.9% 17 100 2.8% VOGUE 15 .f% M17R0 C 748 208% F CIRC 502 13.9% MCCL 412 11.4% PIOPLE 96 27% SPRTIL J74 3.4% W0 DAY 510, J4.2'. PUCK CW -% FARM J 267 90% % N GE0 $31 14.8% PLAY 8 269 7.3% TIME 201 5,6% ''-' pAWSON NE8 D 23 8 5 KEARNEY HUB - 114 (A.H•IJ $22.407 MAP KI1 --481 481 5 7%- --5 7% -_..-_____.__-------- -- NORTH PLATTE TELEGRAPH ---- . -- - . - 2,030 23.9% 2,030 23.9% - NO F2 2,059 24•2Y, OMAHA WORLD-HERALD------- -2, 289 -26.9X--- - -2, 289 -26.9% - SU MC- 2,908-34,2'~ NO NEBRASKA OUT-STATE NEWSPAPER UNIT BUY 2,030 23.9% 481 6.7X ' 2,511 29.5% 2,059 24.2'• FM WKLY PARADE 2,059 24.2% % ANR WN BCT N0 .19,042 1,171 224.0% 138% % FORTN 34 .4% GOHSK 983 11.6% NEWSWK MYYRKR NI 2 2,9% R DOST 2,700 674 RED BK $1.8% 7.9% TV GUI USN£WS 1,481 17.4: 258 J.0% SUNDAY 2,909 34.?X COSMo lee 2.2% LH/ 78J 9.2% P[N7N5 326 3.6% 243 P 2.9% VOGUE 40 -% :S% METRO C 2,906 34.2% F CIRC 995 11.7% AK7C1 910 10.7% PEOPLE I71 20% RTIL 288 S 3.4% W'0 DAY 1,06" 12.3% PUCK CW -% FARM J 1,257 II.B% N GE0 949 1/.2% PLAY B 553 6.5% TIME 266 3.1% . -- ~. DEVEL NE8 0 2 1.0 10 UIH.I•) $23.448 MAP JS NORTH PLATTE TELEGRAPH--------- -147 -14.7%-- - 147 -14.7% NO F2----149-14.9? OMAHA WORLD-HERALD 392 39.2% 392 39.2% ttU MC 35.8% 358 FM WK1Y lf9 14 9% ANR WN 1,r001I0.0% FORTN 4 .4% NEWSWK J9 3.9% , R OGS7 388 TY GUI 388 153 SURNWY 358 358% BC0~3~ 173 J7.3% 14 1.4% GDHS/C W 111 103 11.1% NWYRKR 103% P[N7NS 1 .S% 13 17° ~ 1.3% YOGUE~ 2 2% METRO C 358 358% % F C/RC 98 9.8% MCCL 130 130% PEOPLE 37 3.7% SPRTIL 35 3.5% WOO.IY 91 •`!_l% PUCK CW -X FARM J 248 244% N G[0 141 14.1% PLdY B 40 4.0% TIME 34 34% DIXON HEB 0 7 2.6 11 (AH.I.) $19,878 MAP E19 NORFOLK N EW S -------------- --215 ----- 8.3% 215 ---8.3% NO- OMAHA WORLD-HERALD 387 14.9% 387 14.9% SU MC 450 17.3• SIOUX CITY JOURNA L --1,081 ---41.6%------ ---1,081 --41.6%-- -PA----S39 -32,3>; FM WKLY -% ANR WN 3,287126.4X FORTN 4 2% N[WSWK 69 2,7% R DQST 795 306% TV Gul 408 15.7% PARADE SUNDAY METRO C 839 450 450 32.3% 17.3% 17.3% 817 NO COSMO F CIRC 336 12.9% 5 .2% 89 3.4% G(MiSA' 258 Jw 211 RKJCL 257 9.9% NWYRKR 8.1% PEN7NS 9.9% PEOPLE 17 jX ~ 17D BK 1~0 64 3 ll 7.3% i:S% USN£WS W~0 c,:Y 78 9i Ss% P1JG( CW -% FARM J S59 21.5% N GE0 226 01% PLAY B 75 2.9 % 1 ME 68 26% DOOGE NEB D 36 13.7 185 (A.H•I.) $19,925 MAP H19 ~ FREMONT TRIBUNE -10,168 -7 - i 4.2X -----10,168 -74.2%---------------- OMAHA WORLD-HERALD 4.010 29.3% 3 -% 4,013 29.3% SU MC 7,069 51.6X FM WKLY -% ANR WN 5.360 39.1% FORTN 48 .4% N£WSWK 495 36% R OGST 3.983 29.1% TY GUI 3,235 23.6% PARADE -% BET No 2,089 15.2% GDHSK i',586 11.6% NWYRKR 29 .7% RED BK 1,102 80% USNfWS 343 2.!% SUN'DAY 7,069 51.6% COSMO 238 1.7% UiJ 1,239 9.0% P1N7N5 483 31% 17 287 2.1% VOGUE 67 .6% M£TRO C 7,069 51.6% F C/RC 1,617 133% MCYY 1,6t1 12_0% PEOPLE 265 1.9% SPRTIL $75 4.2% *0 DAY 1,646 12.0x PW.R CW -% FARM J 1,136 83% N G£0 1,381 10.1 % PLAY B 865 6.3% TIME S69 4.3% I DOUGLAS NEB 8 399 150.7 2,018 (A.H.I.) $25,570 . MAP 121. FREMONT TRIBUNE---------------- ---•-403--- 3%- '03-.3X W ~ NEW YORK TIMES , 380 .3% 77 .1% 77 f OMAHA WORLD-HERAL.D----------- -- 27,163--18.0%----86,883-57.7%-114,046-75.7%- -SU MC---120,339 -79.9% FM W'KLY -% A/vR WN 5Q0<8 33.2% FORIN 1,391 .9% N£WSWK 7,101 4.7% R DGST 36,965 245% N GUI 29,013 19.3% PARADE -% 8E7 NO 21,881 14.5% GOHSK -14,581 9.7% NWYR(CR 756 .5% RLD BK 10,434 6.9% USN(WS 4,827 . B.2% SUNDAY 120,339 79.9% COSMO 6 740 4.3% . 497 UU 12,722 84% PEMHS 6 6.6% 17 3,300 VOGUE 2,133 J.f% METRp C 120,339 79.9% F C,RC , 18 625 12.4% , 355 MCCL 11,318 7.6% PEORIt 8 5 5% % SPR7/L 8,088 54% WO DAY 19,6<3 13.7% PUGC CW -% FARM J , 943 .6% , . N GE0 21,193 14.1% PLAY 6 12,255 6.1% flMf 10,933 7.3% DUN~, rlEe 0 3 1.2 9 (A.H.I.) $25,788 MAP M4 MC COOK GA2ETTE--_----------------.-_------ -_- ----------632-52.7X-----632-52.7% OMAHA WORLD-HERALD 183 15.3% 183 15.3% 488 SU MC 212 17.7% 0 NorrABC newspaExr -....,...,~.,.~~„.;~. ~~..~~.,...q.r,.,, A.H.1. Average Housela+d Irwbm6 • Pubtished within County •CIRCULATION'82P83 0 AII D6y Newsp60er
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NEVADA INDIVIDUAL NEwSPAPER'S AREA ANALYSIS Pop.tvoD1 Hslds.cooDl Ret.Sls.(snwr) A.M. or AII Day Evening Total Daily Group Sunday LAS VEGAS REVIEW-JOURNAI PUBL~TMT PRM MKT AREA AUDIT 482 METRO AREA 493 *-+CLARK NEV 493 UNCOLN-NE;V _-_-4 NYE NEV 10 5% MAC EVENING 507 20% MAC EVENINO 493 5% MAC SUNbAY 507 20% MAC SUNDAY 493 50% MAC SUNCMY 493 LAS VEGAS SUN PUBL STMT AUDIT PRM MKT AREA 82 METRO AREA 493 3-82 MAP K11 92,993 9-1878.4 190.1 2,850 3---_---.-- 190.1 2.850 ' 3.8 30 1952 .2,892 . 1901 2,850 1952 2,892 1901 ~`-2.850 190.1 2,850 3-82 MAP Kll 61,670 9-81 60,508 178.4 58,001 32.5% 190.1 2,850 58,001 30.5% ALL DAY 87,881 85,856 48.1% 85,856 45.2% - --•`~^1--2.5%------------.. 85,856 45.2% --209 -16.1%------ 564 14.8% 86.629 44 4% •5,856 45 2% M OHAVE-__. __..__.AR I Z ------62 ------23.8 -----243 -=-----271 -1.1 %---- ir +CLARK NEV 493 190.1 2,850 58,001 30.5% LI NCOLN -------- --------N E V----- 4------1.3 12 -----18 )-14.4% NYE NEV 10 3.8 30 581 15.3% WASHOE _-_.-_ ___._.----NEV-_----207----84.3---1.645--259--.--%----- WASHINGTON UTAH 29 85 125 345 4.1% 5% MAC MDRNiN; 507 1952 .2,892 58.769 30 1% 20% MAC MORNiN; 493 190.1 2.850 56,001 305% 5% MAC SUNDAY 507 1952 2,892 20% MAC SUNDAY 493 1901 2.850 NOTE Las Vegas Sun is so41 In curnbination with an optanal Wednesday shopper with a c'ncutati0n of 190,000. E3 NORTH LAS VEGAS VALLEY TIMES P.O. STMT METRO AREA *-•CU1RK-.-_... RENO CA2ETTE,NEVADA STATE JRNL PUBL STMT AUDIT 493 CITY ZONE 181 METRO AREA 207 , , EL DORADO------- ----CAL--------_95--36.4 •52 570-1.6%- -------570---1.6% -----`.15---1.7;: LASSEN CAL 23 7.9 84 422 5.3% 422 5.3% 483 6.1` NEVADA----------------CAL--•-57 22.2 244 ----340 -1.5% -- 340---1.5% ' S15-==2.3% PLACER CAL 126 46.7 646 434 •% 434 .% 529 '1.1% PLUMAS -19 7.3--------- 83 383-5.2% ------------^383-5.2% •81 --6.6% SIERRA CAL 3 1.4 5 101 7.2% 3 -% 104 7.4% 129 9.2% CHURCHILL- -----NEV-•-15 5.4 71---~~-11.3% --y77--12.5% 1,286-23.8X 1,140-21,1% CARSON CITY NEY 35 13.6 239 1,751 12.9% 1,051 7.7% 2,802 20.6% 2,095 15.4% DOUGIAS- ------NEV---22 °.5 )5 973-11.4% 382-4.5% 1,3551,45)---17•1% ELKO NEV 18 6.7 91 661 9.9% 3 -% 664 9.9% . . . 848. . 12.7% EUREKA---------NEV--•----1 .5 3 71 -14.2% 71 -14,2% `7 -13.4% HUMBOLDT NEV 10 3.6 54 922 25.6% 4 -% 926 • 25.7% • : 1,007 28.0% IANDER-----------NEV---- J 1.6 22 391-24.4% S--% -396 -24.853---28.3% LYON NEV 15 5.5 34 867 15.8% 154 2.8% 1,021 18.6% 1,321 24.0% MINERAL--------NEV- ----a 2.3 20-------615-26,7% 1%---;,16-26.8X 718•--.91.2% NYE HEV 10 3.8 30 434 11.4% 1 -X • 435 ' 11.4% , - PERSHING-------NEY-- 2---% 327-25.2X- STOREY HE:V 2 .6 6 116 19.3%. 116 19.3%- • *-•WASHOE--------------NEV-- -=-207 --5.••.3-1,645----22,976-27.3% 20,427-24.2%--~13,403---51.5% WHITE PINE NEV 8 . 2.9 51 , 345 11.9% 345 • 11.9% 5% MAC EVIN~NG 279 25% MAC COMBINED 207 265. MAC COMBINCO .- 281 50% MAC COMBINED 207 5% MAC SUNDAY 402 20% MAC SUNDAY 261 TOTAL CIRCULATION PUBLISHED IN STATE MAP K11 13,870 190.1 2,850 PC F2 104,120 96,852 94,108 •52.8X 94,108 49.5% ---846 -3.6% 94,108 49.5% --201 -15.5% 656 17.3% 94,965 48.7% 94,906 49.5% 94,108 '- 49.S% • . ra PA 68,918 64,400 61,357 '34.4% 61,357 `,32.3% --- 335 ----1.4 % 61,357 ':32.3% 128 ---9.8% 373 9.8% 192----% 327 3.8% 61,858 - 31.7% 61,357 3-82 MAP Al 34,068 21,762 55,830 PC F2 54,355 , 9-81 33,660 22,888 56,548 53,601 72.5 21,300 . 29.4% 19,801 27.3% 41,101 56.7% 37,248 161.4% 427 24.2% 43,403 51.5% 39,676 47.1% 84.3 1 645 22,976 27.3% 20 1 u.e 157.2 112.1 64.3 157.2 104.0 2,030 1.645 2,531 2,069 1,645 2,531 1,664 108.038 22,537 20.2% 20,427 24.2% 126,296 420 . 11.1% 378--=29.1% • - 115 370 ,'12.8%, r~'7"rt+'i-'r.sk7r9es.ri' .+a;i.u'e-.-~K.•m?.u{tr~. r•.-at,a;v'x.,r~ rr...-.EZ.a .~ss,s_.;f~i.y,1y.•y:rs:.~a,+-.aR'~^w•a+rM4w:+,.•'a!t,'t:++etsla47P7Ak 5% MAC MDRNINC 402 157.2 2,331 31,962 203% 20% MA.: MORNiNC . 231 ' 93.1 1,759 25.229 27.1% • • 11 beside a newspaper name indicates an'all day, publication. Circulation Is reported in'the Morning and Total Daily columns. ,,,+a"+7iwa+r^~»+.4wk~"'a*rf+sw'p~?.a•, iK.++ka: .
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4COME •-0 r9 19 S.o 09 36 53 7e 85 7.7 vI '3.9 AIq •OOt1 A20 .o, 27 .0040 A03r .0on .9806 1.66p Af ASkA (conl.) "7Atf 7. cl A .n,vr Cwdo,n . .... Nnd. Ho•np~o^ . . . . ..~o„ Kord~A . . . . . . .. tO+AI METeO COUNTfES ......... SOfAESTATE ..... ~..•.••.•.••• ANCNORAGE .............•--•, •,c6o,oq< .. . . ... .. . . .. ... • A.rno.op. O1NER COUNTIES ........... - .•~6or .....~.......... ................. ro •b-lr No.rh $r............. ... ~<o ..... ............. K<oo: o.n;nlcb . . . . . ........ . K<ahA- Ga<.or ............ Robvs .................... ® Total E Bi (soo0) 1,619,807 1,849,807 1.849.907 Med•an Hsld E8l % 01 Powalon by Age G•ow I"w+6 hv0s t1-26 25-06 IS-/9 50 6 IlIsw tu•6 v.an r.us 0.e1 sands) k d H6WS by EB: Group (A) U,000.59,999 (8) 6 10.000316.999 (C) i15.000321,999 (D) $25,000 8 0ver A Buym9 Gow, er lrwe. 0 c~D 25,816 32 11.3 21.6 82.1 23•816 3.2 11.3 246 52.1 26.816 3 2 113 24 6 $2 1 67•818 15•468 26•791 7,096 11,628 20,077 21,360 13,826 831,670 24,358 11,269 10,182 226,799 27.266 253,306 25,019 110,886 26,068 25,e22 16,249 ;ETAIL SAIES BY STORE GROUP 1980 10.770 2.670 1,393 48.376 16.8]7 10,913 9,773 6,206 1,667 27.160 10.986 2.260 22,296 7,377 a,339 1,156,135 282,772 169,260 2,295,107 s19,611 292,866 "KESTIMATES METRO AREA Counry G+y T 350 /,289 1,082 28 6) Auio R101.r6 (fi00o1 1,136 27 226 49 176,516 84,170 272,291 62,961 f>w (50001 EFFECTIVE BUYING INCOME 1980 .0033 .0067 .0025 .0023 .0012 .0036 .0012 .0028 .0055 .0010 0027 .0038 .1024 m2 Toui E BI (t000) Kodot Llond . . . . ........ . . . . 102,361 115,672 No- .... ........... .... 62,)71 No.rh Slop< . . . . . . . . . . . . . . 19,616 iAn« ol Wd., - Ovr<, K.kh;lan .. 24.183 S-r\o ......... ........... 69.929 Stop.,oy • yolurar ~ Anpoon ... . . 1S•626 Sovrheozr Eo;.bonf, . . ......... 69,227 vold., - Co•do.o . . . . . . . . . . . . . 119,.64 Wod< Humpren ......... . .... 12,898 Wro,y.n . re+<nbu.0 . . . . . . . . . . 50.867 YuEOn - KoyulvE ....... . ..... 91,274 TOTAL METRO COUNTIES ......... . 1,M9,807 TOTAL STATE .................. 4,116,067 .1026 .1024 101. 7.. 2..1 36.2 16.0 .0027 66 11,18 1-./.2 131 .0027 3.7 10.3 40.0 2..0 .0005 51 19.8 220 23.1 .0013 13 68 203 662 .0410 40 200 01 205 .0008 26 8.e 22.2 566 .0106 28 9.6 24.3 500 .01A1 3.0 7.9 22.5 53.6 .0061 6.. 16.9 25.8 28.6 .0015 ARIZONA ~ ARIZ. POPULATION-12/31 /80 RETAIL SALES BY STORE GROUP !1[RI ESTiMATES ( ~ ~ 1980 METRO AREA Total x of Ropufafan . by Age GroW House Total Eat _ 8 . Fwntwel P~ta x ~~ ~ds Retsd Drru~r,q Gener6i FurrrsA / Auto- Coun+y R~ Of Ape of 18 26 2S 36 35 e9 50 d (Tnou- Saies Food F~laces Mdse . Apphance rrqGve On,p ` ~v ---`- C~+v sands) U.S Vap Years Years Yean Over sands) (f000) (t000) (f000) ($000) ({000) (f00p) ($000) PHOENIX ..................... Mc.KOpc .................. Mew . .... .... • Pno<n,. . . . . . . . . . . S~pr~.dol< . . . . . . . . . . . fe~~p< . . . . . . . . . . . . . SU5UR6AN TOLA1.••.....,.,, SRniM7JULY 27, 1981 1,559.8 .6826 30.1 1,539.8 .6826 20.1 157.5 0689 29.3 7789 .3409 305 899 .0393 306 1101 .0684 24 .6 760.9 .3.17 29•8 25.4 $697 6,SI7,S81 1,513,296 $47,952 25.6 569.7 6•317,581 1,513,79. 30.932 25.7 57.2 863.930 179,886 a-0,732 251 2937 3,143.767 687,828 328.696 210 32 S 738.625 114,7.5 $I•218 123 369 567.812 160•913 61.518 25.3 2760 0 3.373•81. 825,.66 219,256 ~'s4 • W HsMs Dy E& fk0up (A) f8.000-t9.999 fB) i10,000-i16,990 Md-. fC) f15.000-526,999 (0) t25•000 8 Ove. Hsld EBI 27,657 16,990 17,309 15,737 16-365 27,225 12,763 29,629 29,e21 6,936 22,560 23,172 25,816 21,990 33 11.3 21.1 55.5 60 12.3 26.0 27.6 53 1..6 18.5 363 4.6 11•1 21.1 21.7 58 17.5 351 21.3 35 69 2..3 56.3 6.6 14.2 20.4 136 37 8.7 19.2 59.2 2.8 7.9 17.1 57.0 11.6 166 10.8 ..6 2.5 9.6 28.9 41.6 ,/.0 6.3 13.2 47.6 3.2 11.2 21.6 52.1 12 104 YJ.6 49,9 790,555 790. S55 131,161 406•093 117,671 •5•876 284,462 489,11.311 .89,e38 73,947 247.870 47,076 61,554 241,968 1,302,623 1,302,623 190,812 603-516 189,722 122,819 699.079 231,241 231,2,1 32,671 118,193 16,221 10•398 113,048 PER CAPITA RETAIL SALES COMPARISON FOR SCOTTSDALE, MESA, and TEMPE vs. PHOENIX (ARIZONA) SOURCE~ SALES USAAKETiNG 6 MANAGEMENT ANNUAL THE EAST VALLEY IS SERVED BEST BY THE SCOTTSDALE PROGRESS, MESA TRIBUNE and TEMPE DAILY NEWS c-Ti
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I e i I ~i. . ,. P TOW PoµI61 (Tnow 6u+oR1 TUCwN ..................... Fw. ..................... S/9J 5.9.3 • Ivcwe 9UEUREAN TOIAI............ S)s s 21.0 OTH6R COUNTN9 AyoA. ... ............... 53,7 C"w ................... 11.6 C•ca+:w . . . ............... 76.9 Ctio ...................... 37.7 O..M. ................... 23.6 0,004 0. ........... . ...... 11.6 MaAev ................... 36)0 Na.•ia .................... 69.4 PNd ..................... 92.6 Senio Cro1 ................. 21.0 ro.opa ................... 70.6 Ywna ..................... 92.9 TOTAI MtTR0 COUNTIES .,........ 2,109A TOTAL STAn .................. 2,E0S.6 ARIZ. "YESTIMATES % N PopJ6ti0n by Aq6 O(puO X a Uti M668<+ AOR a PoP 1/-26 r66rE 2S-3N w6n 9o• Owr 340' $0! T6A 16.1 T1s 7+6.9 .2605 307 1J.. 161 1 s.3 26.9 .1661 ?9.9 ISO 164 141 7169 ,0937 20A lj.S IS./ 16.S 261 ,0235 20.3 11.7 13./ 12• 16.1 A)// 21J 14.2 1S.3 16.1 23.0 A336 33.! 21.2 161 13./ 11.1 .016S 30.3 11.1 T3.9 13.2 27.3 A103 26.9 13.! NA 13.9 24.1 .0030 29.3 10.9 /3.3 174 22.1 .0234 36.5 •A 16.2 16.0 33.1 A301 44.2 11.0 16.7 13.9 11.2 Ar03 2/.0 120 16.6 /3.1 22.6 .0092 264 10.3 13.1 16.3 24.4 .0309 *0.4 6.5 12.1 14.6 40.6 .0406 2/0 16.2 13.4 153 23.3 .9231 30.2 12A 16.9 16.1 2SJ 1.Y27/ 29A uA T6A 11.11 ZS.2 EFFECTIVE BUYING INCOME 1980 % oW Hsbs by ED Gra,O (A) =8,000-59.999 (8) f10,000-316,999 (CI ftS,000_W6,999 METRO AREA 1 T Ca+nty " ) , E& Htld Pow6r OW AAed6n C w ----------_l_ (5000) EEat A 8 C D kd6. PHOENIX ..................... 12,t25,2t6 1E,E90 3.6 16A 29.t 3'2.2 .6762 Maricepo ...:.............. 12,233,241 1E,190 3.4 1lA 29A 32.2 A762 Mo,c .................. 1.175,831 11,696 S.) ISO 32.0 30.1 .0730 • Pne.~ :. ............ . . . 6.227,290 18,622 51 16.2 30.5 31.5 .3375 Sco,+.da4 ............... l/1,640 2S.4S5 3.0 ! E 26.E 51.6 .0551 T.Tp. ...... .......... 922ASS 22.622 4.1 122 2/ 1 434 .OS26 SURUREAN IOTAL ............ 6,007,954 11,96/ 3.6 14.8 2/.! 33.1 .33l7 TUCSON ..................... 6,1t/,2111 17,302 5.9 15.0 29.4 28.1 .2293 h,a ..................... .,1a6,2/1 17,302 39 15.0 29.. 26.1 .2293 • lvcw ...... . ........ 2.620.177 16,371 6.2 16.2 300 24.7 .1416 SUWREAN TOTAL ............ 1,72E,104 19,036 5.4 17.0 2/.. 33.7 .0607 OTHER COUNTIES Apocti. ................... 164,060 9,362 6.5 13.1 22.! 10.7 .0112 All Of Western Arizopa At A 10% Discount Noi pnolly represenled by BRANHAM Newspaper Sales 000 ~ Ova (D f2S ~ 0--ft rw VAW  N 14W  IL ;~! a ib q ~ ' t ci a We rll give you The Sun and all of western Arizor % discount when vou buv the Arizona West Group. A totdl o( ~' 52,526 circulation with one order, one bill. ~" ~ Mohave Volley News Bullheod Cify, Az. The Yumo Do11y Sun Yuma, Az. The Doily Independent The Kingmon Doily Miner Conor„wood, Ar. Kingmon. As. ' The Loke Hovosu City Herald The Volley & foothills News Lake Havo3u City, Ar. The Prescott Courier y~a ~ ~ Piescon, Ar COPYRIGHT NOTICE and Rights of Reproduction The Survey of Buying Power is a copyrighted publication of Sales & Marketing Manage- ment magazine. Reproduction in any form of the data con- tained herein is strictly forbid- den. Permission to reproduce all or any part of the data in 206.7 , 2047 126 $ 76.6 132 301 22a 13.2 6.1 3.7 22.2 /9.0 29.3 6.2 274 30.9 776A 999,6 RETAIL SALES BY STORE GROUP 1980 T6u( E4ua S61N (f000) Food (tA00) Eatnq ~ D++w,q h.cs It0001 06na6i MO.. ff000/ F~rmw/ Fu~ r ApW.6nee (TOO01 Aul6- mOw. f3000) D,ug (10001 21151,121 11 E,737 130,"7 210A20 120,tu 4)0,104 82,961 1,153,32s Stl.7s7 IS0.397 2E0.670 /20.7N 630.10. 82,951 1,69i,Ih 3IS.3/1 106 Es1 761,297 /11,711 611.672 $8,114 662,134 1t),376 41,540 13.323 1ts76 s3..» 24,621 61.914 11,011 3,621 20,926 304 2,/13 3,064 220,734 Sl./0 17,990 24,332 11,070 44,711 9,919 311,/01 70,992 34./60 47,060 12,6/7 29,610 6,224 110.114 36.721 9,309 6.536 2,61111 20,63/ 3,022 62,539 17,726 3,222 5,/09 2,43) 13,01/ 1,661 26,/.7 12.771 /13 2.023 1,720 1,W6 1,316 219,509 65,322 13.161 3,065 6.670 29,237 6,675 210,172 60,101 12.6)3 21,910 6.006 40,124 3.429 1{6,604 69,66) 11,912 10,1/7 3,611 2E,704 /./99 106,2N 26.200 6,935 17.520 7,196 9,125 A.566 216,9E7 71,049 21,032 11,234 9,340 22,359 11,465 316.66/ 73,36/ 24.974 44,396 12,264 $7,941 9,23! /A70,906 2,032,1141 69/,N• 1,071,175 620,126 1,732,737 316,196 10,744,119 2,612,556 $54,933 1,2N,960 696,530 2,013,703 310,90/ EFFECTIVE BUYING INCOME "MESTIMATES C'1'r, 1980 METRO AREA Coue+ty G+y Tot61 E& (tWO) M6d6n HRIO E8i x oM HsWS py EEII Cvoup I (A) f6,000 t9.999 (B) 110,000414.999 I (C) it 5,000 521,999 (D)1125.000 & Ovw ' A 8 C 0 Buy'vy Pow9r hN. Ced:w ................... 317,777 14,733 6A 1E.7 31.1 17.9 .028! CeCodno .................. 390,072 11,736 3.9 1/S 30.6 1E.6 .0272 Gio ...................... 226,693 16.081 6.1 13.4 35.4 19.3 .0130 G.oho`e ................... 124,641 13..33 5.7 15.6 27.4 2.0 .OO7. G..nJ•o .................. 75.733 20,31/ 3.0 7.9 31.0 23.6 .0039 MoAOvo ................... 341,2SS 14,073 6.7 19.6 33.4 13.0 .0213 No.cjo .................... 274.350 12,481 5.9 13.2 27.0 /4.9 .0202 Pfn01 ..................... 477,651 1.,336 6.6 11.2 31.9 13.7 .0472 Sonb Cwa ................. 106.525 14.126 7.4 18.2 26,/ 20.6 .0060 ravopo7 ................... .19,8a3 13,132 6.9 17s 27.6 13.1 .0251 ro+we ..................... 391,365 16,110 6.3 17.4 29.2 2..3 .0343 TOTAt METRO COUNTIES ......... 16,393,525 1i,4SS $3 16t 191 31.1 .9035 TOTAI STATE .................. 20,093,31! 17,433 fl 15.2 29) 26.1 1.1331 this Survey of Buying Power may be obtained only upon written request to Sales & Marketing Management, speci- fing the intended used.
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6+ . AN;l Wi1iTE kATES Cr'M 2 4 f.nA l a55 srI c~+N' d CAped Un+l .... . . .. . S 06 RATES 7CN~ 1606 I N>s Ir.cr~r ) . .. ..... ~ . . . ~_...~.. . 1t.92 s Iven ) 11.25 N;Ie or Oy~a Unit ._ ._._ ._ _.., ...... . 6 64 ,,..~n,n .. . . _. . .._. 593 16.14 2 cy~ (ho.11 / . . 1415 2,015 P+•n 1 . 13 4a 1/2 pa9e o` Dqesl Unit . 10 S3 Ucutal,on 500.000-749.999 ILACK AND WHITE RATES 13.27 7 m+~ (nonz 1 . .. .... .... ~. 9.69 7c.ws (vM) . 931 112 Pape a D.pesr Urxt ... . .... ,..,_. 7.28 cd .._._ . .......... _..__,._.. 4.88 OA RATES 7 W+,~ae .. 15.58 ..~.... 11.55 7 ods (vert.) . . . ._ ,. ._... t0.91 12 Pax a Uqest UM ... ... ._...,. 6.59 / cdomn ..... .. ._...._.. . .....__... . ........_..... 5.78 rCLOY , a . . _.. _ .. . .. . ....... 17.60 7 ~ 1ravrz 1 .._. . ..... ...... 1373 7 cas fveA I. __. ....... ... ....... 13 07 1 2 2 pa,e a Gooal Unit ......... 1021 Crcv4ran 750,TA0~999,999 S,-ACr; AND WHITE RATES~ I a~e .,... . . .._. . ._.... 12.87 )rp,s (horu'). .... . ......... 9.39 2 co+s (vert ) .. .. . . .-_. 9.00 u2 pa;?e or DWest Unit ... ..... ........ 7.08 r cdumn ... . .. ............ . . .. ..... . .. ....... ...... 4.79 Ck,OR RATES 2 coda , Ps~e .._.... .. ... ,..,... . ts.ts 7 cds (hor~z 1 . .__.. ~ . .._ . , . ~ ... .~... 11.22 7co+s (vert) ........................... 10.59 1/2 Pa2e a DWest Urvt .., ....... .. .... ..... ...... 833 I co-jmn . ._., ......... . . ... ... .. . 5.59 r caa i e . 17.09 ndli) . ..,..... . ...... . ............. . )ce~i'13.32 7cas ( ...... .,.._ _ ........ 12 66 li2 pa;e a Gqest Unit .,. ..... - ... 9.90 I co7~mn 6,67 CGcuulan 1,000 000-1,499 999. I.ACK AND WHITE RATE$ / p. . . . ... ........_....... ,............ .. ...............,,........... 1247 7 caie (lqnz ) ............ ...................~.. ........... . .............. 9.11 .. . 7co+s (ve.1J ..................__.. .. . ..... . .... .... .......... .. . ............. 8.71 cd ............ v2 pa4e Or Dpes1 UrM .. . .................... .... ............ .. 6.88 I umn .. . . .._ .............. . .~.,........._.. 4.63 ,^.OtOFt RATES. : r . ... ... ...... . .... . . ...... 14.65 ho•iz ) . ...,.. .... . ........ 10.66 . rvert.) .. ...... .. . ...... . ....... /0.26 112 Pa2e or Dpesl Unit ... ... .... ......... ......... ........... 8.07 co~ ._._.....___.........._.._......... 542 rcda w~e . .._. ...... . .... . ...... 1650 ' cas (hdiz ) . . .. . ~ ~ .. 12.87 :-as ( eril.. ,.~~.. ~.... _.,. ..... 1224 - • 7 Pa3e or DGgesl Unit ... ..._. .. ... .._., 956 ' co-.,mn . .. . .... ... ..............__..._..,........ $42 :ura t,on I ,500,007-1,999 999. f,A;y, AND WHITE RATE$~ ' w~,. . _.. . ...... __.. ., ., . ... 11.98 : ca s (nonz ) . . 8.75 I :cas ..7 a or 1 . . . ..... ...... . . ....... 837 a P 9 D"4esl uryt .... .......... .. .............. 8.58 ~ ca~mn . ............ . .. .... 4.48 OtO/i RATES .a~e ._. .. .... .... 14.12 : c7s (nor¢ ) . ..._. . . . ~... . . .... 10.43 t ~ s /ven l .. ... ... .... 9.86 7 pa9e a Dpest Unit ... 7-76 ':d~,n~n S.18 ~ ~ . . ...... . .. . . ..... .. _ ... ... ..... ~ a . .. . ... . . ... s 1.94 . . . . .. ..... ~.. ... .. 41 `hunz . 152 ~ cas (vert 1 . ) . . . . . . .. . ........ . 11.83 2 pa 3n a Ugest Unit .. 6.22 14 ..,.... •~alron 2,000 OQO2 499 999 ~aCk AND WHITE RATE$ ~.~.ze /1.57 ob Inaiz ) .. ~ . 8.46 ' -0's (vert ) .~ 6.1/ i~ a pgest UM .~.. . ... 6.39 t~ RATES 428 atr ~ . .. . ........... ......... ,. . ...... 13.65 (noru ) .. ... ..... . ..... 10,08 >`s (ven ) .. _, . 9.54 or Dpesl uM .... ~..~.. ,...... 7.47 I ~ (nonz j . . 15.38 ~ ( en) .... . ... . .. 11.99 ......... . 11.39 est~bwvrr~ d est UM .... . .., .. .... .. 8~01 Dg . . . .... ..,, _._... A ? 500.000 6 Ov9c NU WHITE RATES~, i 11.25 ~ (/w,~z )-... ...... .... . ' _... . ...... ... ..... 823 . q , ""1 .. ...... . .. ... . ..... 7.89 ..... . ........ 6.19 • ... .. _...- . . .. .... .. . ...... rES 4.17 -~ ....... 13.22 ~s @o.¢).._ ......... . .. _.._ .. . , >k hen 9.79 1 ) .. ~ ... . .. ... . . 9.28 or U`s7tst Unt~~..... ...-..... . .~ -..... 7.25 4.67 r i BLAC;K ANp WNiTE RATES 4 Cd0/ GF'M t o.qe . . _ . .. 14 94 2 cola (hai7 ) . .. . . . . . ... ... 1/.62 ?cas'vet) 11/1 t/cdp~ a Dpesl UM . _ . _. . . .. S8? ~ 000 Qanal epaCe /s sut~ea b a Rw»rn1NTi charpe of 1, 00 STANDBY SPACE Sundby apace Ia occas.Ona/1y avaitahle lo NI ov1 spnakres a1 csoernq d.t. Stndby sPace does not earn nor ConuiGula to ascount Such apace H avartble af 1/2 the naborW CPM of IM wvt pawsppwchased. TEST MARKET PROGRAM Ra00ooll Prov/des aubsulplron cwculabon h an ex1iprseive IVat of Test Market despned ab+w Sectional Center Mes FuN p.0ss n ndrr+d.,N test marSets are avaaable h bw co/a. bTach and one color, or black and wNte at 1900 .per 1,000 subsaibers (1.500.00 minnlwn charge) Multple IMt market naerUaN within any one re9wn ma~Y be purchased at 1900 per 1 000 subscnbers TMra wlfl be a nwwmum charge of t,SOd.00per rapidr+ Above rates arv based on dentKal Copy in each Tssf Ma,•ket. Tesl /narket rales are sAtsc1 lo aper~cy OMNTis40rta but do not earn or contribute to Redtwek dscounts. TEST MARKET CHARGES There is an 80000 a»tomzirs0 dsarpe for the ekrninatan of one or mOre Ies1 muket from a reqial. This occurs when an adverLSer wishes to eriminale a specific area front fws/her nsodu pt n E7EOEtOOK GOLD BLACK AND WHITE. RATES1 sQe ,. 11,070, 2 3 pe2e (vart )1. . , ... .. _. .... . ... 8.305 1/2 pape a Dgest Unit ............... ..,- . 6?20. '1/3 ypey9Tee ((vert ) .. ... .... . .. .... . . 4,320. . •COLORa AAT~`a) . ... . ........... . .. 4.430 2 color. 1pe pe ............ . , ......... 12,935 2/3 par~e (horrz.) .. . .. . . . ..... . 10,090 2/3 1/2 Pa9e t Dqest Unit _ . ........~5. ' 1 /3 page (ver11 .-. . .. .. ... 75,2,050. •1/3 page (squere) .... . .. ..... ........................................... ..... 5.175. 4 coior. I ..... ... .. 14,690. 2~p~ page (naizJ .. . . .. .... . 11,465. 2/3 page (vert ) ... ... ........ . ..... . .... ..... .. .. .. 11,025. 1/2 page a t Unit . . .. ........... .. .. . . .... 8,225. '1/3 ( ... •1/3 ppe~ge ...... ........ .~.~.... 5.875. (') Sold on as ava+tDle basis. Rates are based on an average circazlation of 900,000. spper 7ncome 2.p Code subscribera . GOLD VOLUME DISCOUNT 3 PaCes ................. 5% 12 peflos .................... 15% 6 peg es ........ .... 8% Tltis daeaxtt ee fn u of a6 ottsyeeras arsd musl be earned during a tweHe-GOLD HEAVY•UP PUtN pAetryd ~lc advert~rspd urrtrrvnp the eQ.AValont of a nat;wW hfi Re oo yGOLD at i>~dsoa~t o G ~OuLD rate Heavy-up insertions may bee fa any product of a corporate family. This dsoowst rs n 6eu of all others and 1s not additive to volume, hearency a other GOLD ds. counts These_wrt mayrxyconlrrbtne to, but not earn, corporate /r /LEU PRIM~DSF1pWCASE A 10% disaoamt is offered to adve.Lsers running matching spaoe, rq mir>;rt~m aae roq~z~ement, during a specified one year paiod in both RedtroW Gold and Ladies Honse Journal's Prime Showcase Tf.s drscount applies to product of a Corporate lamiIy. This discount is in tieu ol7l oolers and is not addtive to vokmo, frequency or Gold tliscount REDBOOK GOLD/LEU PRIME SHOWCASE DISCOUNT Eflective with the March 1981 issue, advertisers rtx" three or more pa both Redbook Gold and Ledres Horrre Journal's [nme n Showcase during a sped6ed one year period wlll earn a 15% oombina6al discount Ttvs discount applies to uty product of a corpaale fantiN. This d:scount )s n feu 0E aY others and n not addifrv6 b volume, hequency. Eteavyip or Gold dksoant Ttwse unts wiq contribute to corpaate volume, frequency or Gold discounts REDBOOK GOLDa E~BaElM 1F1JL MATCHING Effective with the December t9e1 issue, advertisers ap peanrq n Redboolc Gold may pwcMse matcEwsy space n Redt~ook s Be Beautrful and eam the following 6)- COunts 1n both editions 1 to~less Bsan 3•. ~10~% 6 or" inore --.,.......- D sc 2xtt 3totessU%arsS.. 11% This disOant app6es to R4lched space only and is not ~We to any other insertions Advertisws eanw+0 hequerscy, Redbook/Lades' Home Jownal oor~tion, or prowth diacalnts may deduct the Matchng Discount horn the net amount after deducting earned discounts The discount may not be deducted on Redbook Gold Heavy-Up insertioru. lnaertrorss may be for ury pro0uci of a corporate Im/y. Matctvrq space contribuies to o0rer corporate dascount fevels. Malchirsg insernons nx Y ezsl appear durnp the serne twetvenroMh contract TEST MARKET ROLL-0UT PROGRAM For advertisen running New Product test in Redbook. this ptn ohers dollar rebates applicable to subsequent national space under specific azndtans and repu.re.. 14. CONTRACT AND COPY REGULATIONS See Contents page la bcatia.-itenu 1, 2. 3 7, 8, 9 10, 16, 16, 19, 20, 21, 24, 25, 28, 30, 32, 33, 35, /J6, 38, N. 15. MECEL REOUIREMENTS For conwtete, det.Hed productfon /nfornuttort, aee SRDS Prkst Medt Production Data. Printsrg Process. Rotoqravure: Regional 8 Donso9raptvc, Web Oflset. Trim size: 8 x 10-3/4; No./Cot. 3. Brndinp mettadPeAect Colors ava,tble Puba<sner's Choice. Matched, Offset onfy~ vu~GTAProcess Ofisel SWOP Standards atsply: G Cover cola available. 4 color ProcessONset. SWOP Standards. D+MENSiDNS AD PAGE 1 7. 10 ( ' • 5/a x 61/2 2/3 7. 6 9/t6 I1/ 3-t/2 x S 2/3 4 $/6 . 10 1/339 2 1/4  10 1 f2 7. 5 1/3 45/8 . 5 1/2 33/6  10 , 'Dpest Nze (f) Checkerboard (Each Block) 15. ISSUE AND CLOSINO DATES PutN'shed mcMlhly ~ - _ Issue ('1~ (t) Issue '~ ) s~rsp ......... 11/20 1/IS Feb/8)......... 11/20 11/15 Mar/q 'NaNOnal ~t) RaqOnal, Gold. Tes1 Market and Spe Run fwrrsMd Mm and copy acceplsd aflar cbsmp date aubjeCl to CharOe br ovartirM Special a9ceqnt and naMa non{anceltb7e I month par to closing When cbsu+q data /att on Satwd.y. Sunday or holiday closrnp data rs the procedrnp waArrp day. AB nabonai splrt runs abnq repqnal bosrdanes Euva same closnp date as rep.ona adsl I?. SPECIAL SERVK:EB MCC Medra Data Form reqntered 4116162 A.B.C. Supplemental Dala RepoA released October 1901 usue 15. CIRCULATION Established 1903 Srnqb copy 1.50. pa+ year 11.97. SurtMtiary data-lor delaa sea PW41her's Sttement A.B.C. t-30-52 (5 mot. aver.-alaqaakse Form) Tot Pd (Subs) ( n9t) (Aasoc) 4,292.6?7 3.624,128 868 99 .. Avaape Totl Non-0d Drslrtwbon (no1 ncl, above). Totl 121,847 TERRITORIAL DISTRIBUTION 3/62--4,262,846 NErp MdAB ENCen WNCen SMl 221617 626373 601,473 414,776 629,514 E S Cen W.S Cen Mtn.St Pac St Canada 252,695 445.226 237.207 508,96? 64,235 F ea ,830 a 938 Pubksher stles EnecGve with .kAy. 1982 fssue, rates based on a crccvlahon ave.aqe d 3 800.000 " RUNNER'S WORLD A Runnera Worid Magazine Co. PubUcatlon e Yld 00111a-060 P. O Box 366 ML Vrew, CA 94042 1400 Stwrln Ad, ML Vsew• CA 94043, Ptane 415 965- 8777. See listing under dassihcalan No 45. Rural Kentuckian P. O Box 32170, 4515 Br ~~ts77-0uo Pnone 502-451 •2430 s7sop Lane' Lou svule, KY 40232 See tisbnp in Farm PubtrcaGon Listinps section urder classnccahon No. 4. SAVVY a Y.d. Cod. a 72a 122s 0.00 MIe Oet77td06 Publ,shed monthy by Savry, 111 Eyhth Ave, New York, NY 100 t t. Phone 212 255-0990. For s7s1pp1nq Info see PrVnt Medla Productlort Data. - IsUBUSHIR'S EDITORIAL PROFILE SAVVY, the mapazlne.la executive waners, is edited for women who enpy ther caree as IM focal pa nt of their hves The articles provide fMOnnation on fhe mer~ as- pects of ttrs woman's file~-tx~rsess, personal and the ntepration of the two; p%ve an itiyd to the accompksh- ments of other Career women, and pesenl nfarnatlon thatmq hl help achieve a cAosen te.'el of success Savvy brinps fogether hard busKreas reportirp. senrice artiGes, arts /eahues. psychological and soaolo~cat FirsOings, 6te- rary essays, and pasatet reports Rec O 3/25/82. 1, PERSONNEL Pubksher--A)an Berxrett Aasoc. Publ./Adv. Dr.--Jeff Dtskin. Production Msnaper-Asle R. SokotoM. 2. REPRESENTATIVES and/or BRANCH OFFICES San Francisoo-Parris and Teete(Associates. Ctrca eynes 8 Assocbtes _ Detra --Nama Davis ard Assoaates. 3. COMMISSION AND CASH DISCOUNT 15% to recoqnized agencies 2% cash discount 10 days Ne/ 30 deys ADVERTISING RATES Rates effective Seplember, 1982. Rates recerved May 27, 1982. 5. BLJICK/WHITE RATE9 16 66 12ti 166 2411 36E 486 poge_ 630080. 4 0. 4 4980. 39~40. 385 4770. 3 4665. 3640 2/3 W . 9e .. 42 ~ 1/2 pape.. 3340. 3205. 3140. 3075. 3005. 2940. 2840. 1/3 page .. 2375. 2280. 2235. 2185. 2/40. 2090. 2020. 1/6 pape.. 1250 1200. 1175. 1150 1125. 1100. 1065. FREOUENCY DISCOUNTS Rates are based on the hequency of ime+tion Contracted fa and used wrttYn a 12-month periad (a less, il desired) hom the date of the fvsl Insertidt Each unt in an ad comprising 2 or more wats 7s Priced separately and counts as ona inseniOn toward eanwp a frequency rate. Advertivnp schedutes composed o/ mixed space wvts are enlNed to stndard discounts e.ccpt when use of smatbr units loworx ttie total cost ol tM campa,gn below Mie arrsount wtrch the lerqer units taken alone wocAd eost. MULTIPLEPAGE DISCOUNT: 4 or more pages 1rs an YUrvldual iasue earn an addrtionat 5% dsca/nt above earned rate - e COLOR RATaa 2 cobr. 1 a 6 6 23 page 6670 6405 1/2 pa~ . 4170 4DOi ;/3 pqe. 2960 2840 cldpaaqe . 7900 75e5 2/3 pa9e_6395. 6140 ~ page / 3410 7. COVEpIIt 3550 - 15 2nd c:ovM (4 color) .. ... ... 6690 3rd cova+ (4 cola) ............ 7900 4th OOvM (4 color) ............ 9460 2nd cover'4 color) 3rd cover Illp oda)I~ 4th cover 4 S. INSE RTit Available 5. BLEED No exlra Charpe 11. CLASSIFIEO AND REr PUBUSHER'S/D/RECT I Less ....... ................... ... . 14. CONTRACT AND COP See Contents page (or k 34. 35. 37, 41. 15. MECH. REOUIREMEMt For comp{.te, dettled SRDS Prksl Madt ProdPrinbny Process Web Of Trim sae. 8-1 /6 x 10-7/8, Binding method Saddles Cobrs av41at11e. AAAA/ MPA) DIMENS' 1 7 x 10 2/3 4-1/2 x 10 1/2 4-1/2 x 7•1/2 1/2 7 x S 15. ISSUE AND CLOSING I POWished monthly. On ta cover date Cbsinp tfse 1st of the 2n When normal closing dale holiday. isaue closes prec No cancellations aoceptec 15. CIRCULATION Esubllsned 1979; Sngle c Surnmery /L.B.C. 6-30-62 6 tmo ToLPd (Sube ) (S+ng{ 258.055 440,286 17 7t Average Total Non-Pd bs Total 10 760 TERRIT(>FSIAL D1STR1BlT. N.Erg Md.At/ E N Ce 16 536 46,899 44.0( W.S tJen. Mtn.St. _ Pac S' 25,417 14,514 47,9E Scholastic Grc e Scholastic Advertising Address 50 V 10036. Ptwne 212-944-77( See hs6nq under dassifrcab SE e ' A Conde Nal Y.a•. Cod. a 720 sfle 8.00 Published monthty by C'on 350 Madison Ave., Kew YI FBOas~h~1ppirq Info see Prk PUBUSIEtR'S ED SELF is adited fa the act concentrales editorialy on a busy woman Inwsp in two Editorial featwes seH-impro 8 beauty, dret 8 nutritiat, n well-beinp and enterta+rwsg 1. PERSONNEL Publisher-Verrse E. Weste Advertising Dvecta-J. Ke, Creative 3 Marketwsp Dired Advertising Mana{)er---Kath 2. REPRESENTATIVES and/ Chicago 60611--Danyl R ea MicEi'gan Ave Phone 312 Los Angeles 90010-VicEci 39211Nitahie Blvd Pna Rochester, MI-Bob LeoNu Atlanta, GA-Monper 8 WaCaal Gat><es, FL-Bryce Bf 3. COfdMISS1ON AND CASH 15% to reCOqnized . days. 81IS rendered stg/ o ADVERTq Rates eHective F, Rates recerved S S. BLACK/WHITE RATES I pape .. ....... ... 10,400. 2 cots .................... 7,000. 112 page .............. 5,900, r 2/, 1982 Consumer Magazine and Farm Publlcatlon Rates and Data 50300 0462
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ANALYTICAL/TERMINOLOGY 1. A publication has a circulation of 1MM. On the average, each cepq is read by 1.2MM males, 18-24. Males 18-24 represent 40% of all males who read the publication. Each copy is read by approximately 4.7 adults. What are the following quantities? a. Total audience "j rI Ih/YI b. Total female audience /,7 m rn c. Male readers per copy 3.om m )m", CIrG ° m AJt- YC4 dl/5 - d. % total audience who are males 43,& 9o 2. The aforementioned magazine rate card lists $25,000 for a four- color bleed page. Also, the publication offers a fifteen and two pay plan. A four-color page costs $22.7M. What are the following quantities? a. The bleed premium? ~ 2300 0 b. RJR's check 'to the publication assuming prompt payment? c. CPM circulation for a four-color bleed page? ' 409 a7S, 0 0 0/ l'" "?, :'0 aJ m n" d. CPM dults 18-24 for a four-color bleed page? 7 3. For People Magazine, what are the following rates? a. Page black & white - Open? ~ 33800 , . b. Page four-color bleed - Open? y y q}39~,s c. Page four-color - 26-time? Ny.2.zS 4. Corporately, RJR has been buying People at the 26-time rate. SALEM is purchasing 13 four-color bleed pages. At the end of the year, WINSTON cancels a page and RJR will fall below the 26-time rate to the next discount level. What is the short rate to SALEM? /~ 9c 9 LiC8 n0`yti-~J~i.c ~
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5. Match the unit and page number using the publications in your office. a. Bleed ad ~ b. Non-bleed ad c. Centerspread ~ ~. d. Gatefold ~ e. Junior Page 6. A newspaper ad measures 1200 lines and crosses 3 columns. In inches, how deep is each column? ,28, 5'7 +i 7. The circulation of the Boomer Bugle is 45M. The city population is 80M. There are 36M households in the Market. What is the newspaper's coverage in the Market? G(L ~ 8. What counties are in the Winston-Salem SMSA? 1~w 6tolWs`w 0~, w/s - )t,4,t- ti 5~5~4 Fyt,~yt-~. ~ Eti~A , 9. . Identify the followi~g countiefty size classif cation (e.g. A, ,C,D) a. Forsyth, NC ~ b. Douglas, CO ~ c. d. Yancey, NC Yadkin, NC D ~ e. Alamance, NC- ~ . What is the space closing date for the December 5 issue Magazine? a. What is the material closing date? b. What is the cancellation date? c. What is the maximum extension possible? of People
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11. On what dates are the following publications on sale? a. December 5 issue of People ~DJ o b. December c. Doc-mbar Stp1'tmhtr 12. Three people same message Penthouse 004 ,5 Better Homes & Gardens ~.q I b (A,B, & C) have ~been given the task of delivering the ~ to 5 people (1,2,3,4, & 5). The results are as follows: ~ x x lep 1 X w 2 X :~ 3 x 5 This means: x $ i $ 1~ A talks to person 1,2, & 3. B talks to 2,3, & 4; C talks to 1 & 3. and If A,B, & C are magazines and 1,2,3,4 & 5 are the target market: a. How many people are reached? q b. What is the reach as a percent of the target? c. What is the average frequency? ~. oo; ~ ~ d. How many GRPs are there? e'. What is the duplication of B and C. 1 Y3 a Au.A.-~ C, V2 t~ C /.t~ s 8 ~i s, fk/u Ns 13. One issu~ of Time Magazine reaches 20,700M adults; one issue of ~~` Sports Illustrated reaches 13,249M adults. 30,136M different adults A/ 4s~ read both Time and Sports Illustrated. Answer the following questions. a. How many adult impressions are generated by one insertion in Time? aD,1pD T' .20~'700 b. How many adult impressions are generated by one in Time plus sZ 13sLt 9 one insertion in Sports Illustrated? ~ 3 3 qyq IMp i Ti l i t y~ me p us one nser n n GRPs are generated by one c. How man i nserti on i n Sports I11 ustrated? ~ 3,qIL5` ~~0 ~ ; 2, ~~~~ ~ ~3nsertion in the combined d. What is the average frequencyt$ oneG publications? P-1 ~V - \. l vi , ~ IP . e. What is the duplication of Time and Sports Illustrated? 1.W v ` - )$ . -~ ov ~" ,\ • /. /\ /1. % - 44 30A'4x~- b . ~ ~' ~
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%,J iLL C° 14. 1Jhat,kstate in the U.S. has the smallest portion of its population residing in SMSA's? /lt.~ N.y..0 tda.4,,e, 45~~ 5. Note the size of the vehicle: a. b. c. Junior panel (30-Sheet) Poster panel Painted bulletin 16. Match the publication with best description of category. a. Better Homes & Gardens A. Class b. Town & Country B. Mass c. Media Decisions C. Home Service/Shelter d. TV Guide D. Store Distributed e. True Confessions E. Selective f. Woman's Day F. Controlled Circulation 9• Redbook G. Women's Service 17. Briefly explain the difference among the following terms: Vehicle Medium Media Mediums 18. How much circulation of the Winston-Salem Journal falls into the Winston-Salem SMSA? 19. a. How many copies of Sports Illustrated are sold in the Winston- Salem SMSA? b. How many copies of Sports Illustrated are sold in Forsyth County?

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