glossary

Glossary of 87 terms

A

A4 - Metric paper size (210mm by 297mm). Most consumer magazines are slightly smaller or larger than this

ABC - Audit Bureau of Circulation. Organisation founded in 1931. Funded by publishers, advertisers and advertising agencies to verify publishers' circulation claims.

Advertising - Advertising is a paid communication through medium in which the sponsor is identified and the message is controlled. Variations include publicity, public relations, product placement, sponsorship, underwriting, and sales promotion. Every major medium is used to deliver these messages, including: television, radio, movies, magazines, newspapers, the Internet, and billboards. Advertisements can also be seen on the seats of grocery carts, on the walls of an airport walkway, on the sides of buses, heard in telephone hold messages and in-store PA systems. Advertisements are usually placed anywhere an audience can easily and/or frequently access visuals and/or audio, especially on clothing.

Advertising Agency - An organization acting as an agent for a producer of goods or services (an advertiser) devoted to developing and placing advertising in order to further the acceptance of a brand product, service, or idea.

ASCII - American Standard Code for Information Interchange. Accepted method for describing text in computer systems.

Assignment Editor - A staff member of a television or radio news team responsible for judging appropriateness of story ideas assigned to reporter for coverage.

Association of Publishing Agencies (APA) - Trade body representing contract publishers. Affiliated to PPA.

Audience - The people that you want to reach.