Agate Line
A measurement that is one column in width and 1/14 of an inch deep. Used primarily for classified measurements.
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.
Camera-Ready Copy
A pasteup ready to be photographed by the platemaker.
Does not require any camera work, pasteup or type setup.
Reverse
White letters in a gray, black or color area.
Color Separation
The operation of separating artwork into the four process colors by means of filters in a process camera or by electronic scanners. The result is four continuous-tone films
(negative or positive), which when screened are used to make printing plates.
Double-Truck
Two facing pages used for a single, unbroken advertisement. Also called a two-page spread and usually incorporating the gutter.
Column Inch
Area that is one column wide by one inch deep.
Proof
First reproduction of the ad as it will appear in the newspaper. Often used to check accuracy.
Cooperative Advertising
Advertising paid for by both the national (brand name) and the local advertiser. Also, advertising in which several normally competing firms get together to do a common selling job.
Quarterfold
One-fourth the size of a broadsheet or standard page
(booklet size).
Cost Per Thousand (CPM)
Used in comparing or evaluating the cost efficiency of publications or broadcast schedules. For publications, it is determined by dividing the rate or specific advertisement cost by the circulation or number of readers. For broadcast media, it is determined by dividing the commercial rate of homes or people tuned in. In determining the CPM of homes and people reached, average audience is used. simply, the advertising cost to reach 1,000 units of audience.
ROP
Run of paper or run of press. Denotes advertising that appears on the pages of the newspaper itself (as opposed to pre-printed inserts).
SAU
Stands for “Standard Advertising Unit.” SAUs are a series of standard ad size formats that may be accepted in different daily newspapers. Created to make it easier for a large advertiser to place the same ad in many different newspapers without adjusting the ad to different column specifications.
Four-Color
Also called full or process color. Full range of colors obtained by printing magenta, yellow, cyan and black.
Spadea
A single page folded vertically around the spine of a section (typically the color comics) covering 1/2 of the front page and 1/2 of the back.
Frequency
The average number of times audience is exposed to a medium. Usually referred to as average frequency.
Spec Ad
A preliminary layout showing the position of illustrations and text of a proposed ad.
Layout
The design of an advertisement that puts visual elements into a pleasing and readable arrangement.
Linage
The total amount of space taken up by advertising, expressed in agate lines or column width times inches of depth. Can refer to a single ad, total ad space for a page, an entire paper or a total amount over some period of time.
Tabloid
A newspaper about half the page size of a standard section.
TMC
Total market coverage-100 percent household coverage within a given area. *
Logo
Short for logo type. The name of the advertiser in art or type form that remains constant from ad to ad. Usually available in more than one size.
Screen
The fineness of the dot structure of a photograph or art.
Tear Sheet
A full page torn from a newspaper given to an advertiser to show proof of publication.
Pica
A typographic unit of measurement: 12 points = 1 pica or
1/16” (0.166”), and 6 picas = 1” (or 0.996”). Also, used to designate typewriter type 10 characters per inch (as opposed to elite typewriter type, which has 12 characters
Velox
A black & white print of the advertisement to be

per inch).
reproduced in the newspaper.
Process Color
Also called full color. Refers to the four-color process reproduction of the full range of colors by the use of four separate printing plates, one for each of the primary colorsmagenta (process red), yellow, and cyan (process blue-and one for black.
White Space
The area left open in an ad that is not printed over with type and/or art.
*TMC can also refer to Target Market Coverage.
Retail Page
6 columns per page, 21.5" deep per column, 129" per page.
1 Column 1.833"
2 Columns
3 Columns
3.792"
5.750"
4 Columns
5 Columns
6 Columns
Double Truck
7.708"
9.667"
11.625"
24.125"
Tabloid Page (Sportsweek, Showcase)
5 columns per page, 11.5" deep per column, 57.5" per page.
1 Column 1.833"
2 Columns
3 Columns
3.792"
5.750"
4 Columns
5 Columns
Double Truck
7.708"
9.667"
21.5"
Classified Page
10 columns per page, 21.5" deep per column, 215" per page.
1 Column 1.125"
2 Columns
3 Columns
2.292"
3.458"
4 Columns
5 Columns
6 Columns
7 Columns
8 Columns
9 Columns
10 Columns
4.625"
5.792"
6.958"
8.125"
9.292"
10.458"
11.625"
House to Home
Click Here to see Ad sizes
DEPTH REQUIREMENTS
Retail:
Broadsheet:
Advertisements over 19 deep will be charged full column depth of 21.5.
Tabloid:
Advertisements over 10 deep will be charged full column depth of 11.5.
Classified:
Broadsheet:
Advertisements over 19.5 deep will be charged full column depth of 21.5.
Classified:
Advertising copy must be as many inches deep as columns wide. Minimum display ad size is 1 column by 2.
TV Week:
Advertisements over 9 deep will be charged full column depth of 10.
Daily TV Page:
Strip ads (two columns wide by 1 1/2 deep) accepted within the
TV listing grid. 13-week contract minimum at contract rate. Subject to availability.
SPLIT RUN: None.

TV Week
4 columns per page, 10" deep per column, 40" per page.
1 Column 1.833"
2 Columns
3 Columns
3.792"
5.750"
4 Columns
Double Truck
7.708"
15.791"