the contemporary magazine/ september 4, 2012. with thanks to wooden horse publishing m

MAGAZINE TERMINOLOGY A-ZThe Contemporary Magazine/ September 4, 2012

With thanks to

Wooden Horse Publishing

http://www.woodenhorsepub.com/glossary.htm



A

ADVERTORIAL Advertising supplement that reads like an editorial.

A ANCILLARY PRODUCT

Products sold by publishers in addition to magazines, such as trade shows, conferences, books, tapes, special issues, coffee mugs.

A AUDIT BUREAU OF CIRCULATIONS

- ABC An independent, nonprofit organization that verifies publisher's circulation claims by holding regularly scheduled audits. ABC is sponsored by publishers, advertisers and advertising agencies.

A AUDIT REPORT

The official findings of an audit bureau (Audit Bureau of Circulation or Business Publications Audit Inc. in the U.S.) as a result of its examination of a magazine's records for a particular year or other stated period of time. Also referred to the "white audit" because it is printed on white paper in order to differentiate it from a publisher's statement.

B B2B

Shorthand for business-to-business. BUSINESS-TO-BUSINESS MAGAZINE

A magazine published specifically for an industry, business, service, technical, scientific, or trade audience. Also called "specialized business magazine."

B

BACKBONE The bound edge of a magazine or book.

B BIND-IN CARDS

Promotional postcards bound into magazines that either advertise a product or offer a subscription to the magazine.

BLOW-IN CARDSPromotional postcards “blown” into magazines by a machine after the publication has been bound. These either advertise a product or offer a subscription

B

BIMONTHLYPublished every other month.

BIWEEKLYPublished every two weeks or twice a month.

B BOOK

Shorthand slang for a magazine.

C CHURCH AND STATE

A metaphor for the formal or informal structure division established between the creative "church" side (editorial) and the commercial "state" side (advertising) at a magazine to prevent advertising from influencing editorial decisions.

C CIRCULATION

The number of paid copies of a periodical, such as a magazine, a journal or a newspaper.

Circulation PAID CIRCULATION

Magazine copies that have been paid for by an audit bureau-approved source, including subscription and newsstand sales.

CONTROLLED/NON-PAID CIRCULATIONFree copies of a publication sent to individuals who meet publisher's predetermined demographic qualifications.

C CLASSIFIED ADVERTISING

Advertising placed under distinctive headings or categories of interest to the magazine reader. Designed for single item or service announcements (rather than mass product promotion); type and style are uniform, do not usually include display, and have special insertion rates.

C

CMYK The four colors (cyan, magenta, yellow, black) used to achieve full-color image appearance. Color and contrast is achieved using black ink (abbreviated K).

C

CONTENTAny material, other than advertisement, that appears within the context of the magazine, web site or other publishing forum.

C

CONTROLLED CIRCULATION/NON-PAID CIRCULATIONFree copies of a publication sent to individuals who meet publisher's predetermined demographic qualifications.

C

COST PER THOUSAND - CPMThe standard measure of cost to reach 1,000 people, usually with advertising material.

C

COVERLINESShort lines of copy placed on the cover of a publication to entice newsstand browsers to buy it. Also called cutlines.

D

DEMOGRAPHICS Data on readers of a magazine, such as gender, age, education, household income, geographic location.

D

DIRECT MAILInvitations, solicitations and informational mail pieces sent to individuals to market a product, such as a magazine.

E

EDITORIAL 1. That part of a publication provided by writers which is not advertising. 2. An article expressing the views of the editor or publication policy.

G GENERAL INTEREST MAGAZINE

Magazines whose editorial content is general in nature and thus appeals equally well to most men and women. Examples are People and Reader's Digest.

I ISSUE

All the copies of a periodical with the same cover date and distributed at the same time.

ISSUE DATE The date a magazine is distributed to readers, usually before the cover date.

L LOGO OR LOGOTYPE

A standardized, distinctive pattern representing a company's name or trademark. Originally, the logotype was cast as a single piece of metal for printing.

M

MAGAZINE PUBLISHING ASSOCIATION - MPA Industry association for consumer magazines established in 1919 that acts as an advocate on behalf of the industry. http://www.magazine.org/

http://www.magazine.org/



M

MAQUETTEThe layout or roadmap of the magazine, generated by the advertising department, it shows exactly where editorial and ads will appear.

M

MEDIA KITA package of information detailing circulation, ad rate, and editorial data of a magazine and used to assess the magazine's editorial content and appropriateness for advertising.

M

MISSION STATEMENT The editorial explanation that details the mission and objectives of a magazine.

P PASS-ALONG READER

A person who reads a publication that was purchased by someone else. Statistically becomes part of the total number of readers of a particular issue or a particular publication. AKA secondary audience.

PASS-ALONG CIRCULATION Subscribers who offer non-subscribers a chance to read their purchased magazine.

P

PRIMARY AUDIENCE1. The total number of people who purchase and read a publication. 2. The readers that a publication's editorial content is written for.

R READERS

The total number of people who see and read a publication, including primary readers (those that purchase the issue) and secondary readers (those who have access to an issue but do not pay for it).

S SECONDARY AUDIENCE

A person who reads, but does not purchase, a publication, and must be counted in the total number of readers for a publication. See pass-along readers.

SECONDARY READERAny reader of a publication purchased by another member of the household.

S SEVEN SISTERS

A term to describe the seven well-established, mass-market women's service magazines, one of which, McCall's, is now defunct. The others are Better Homes and Gardens, Family Circle, Good Housekeeping, Ladies’ Home Journal, Redbook, and Woman's Day.

S

SHELTER MAGAZINESMagazines that offer editorial content focused on decorating, maintenance, gardening, and food. (examples: Dwell, California Home & Design, Better Homes & Gardens)

S

SUBSCRIBER Any person that pays for having a magazine delivered to them.

T TRADE MAGAZINE or TRADE

PUBLICATIONA magazine published specifically for an industry, business, service, tech-nical, scientific, or trade audience. Also called "business to business" or "spe-cialized business magazine."

W

WOMEN'S SERVICE MAGAZINESMagazines whose editorial content appeals directly to helping women become better cooks, housekeepers, wives and mothers. (Examples: Family Circle, Woman’s Day)

Z

ZINEA magazine that is available on the Internet.

The Masthead

Publishing Editorial

The Masthead/Publishing

PUBLISHEROversees the overall profitability of a publication by setting the direction editorially and visually, determines target markets, manages staffing and production, and controls resource and budgets.

The Masthead/Publishing ASSOCIATE PUBLISHER

Reports to the Publisher and oversees nation-wide advertising sales, supervises Regional Managers and sales staff, recruits and trains sales personnel, sets policy and procedures for the sales department and is responsible for meeting goals and quotas. May also be in charge of marketing and/or promotion.


ADVERTISING DIRECTOROversees advertising operations at a magazine; magazine may have a national office in NYC and regional offices.

The Masthead/Publishing CIRCULATION DIRECTOR

Directs and coordinates the circulation, fulfillment and production departments and develops policies.

The Masthead/Publishing MARKETING DIRECTOR

Oversees the marketing group (covering circulation, advertising, promotion, research and public relations) and sets goals and monitors implementation of policy. Helps division managers evaluate publications and new opportunities.


MARKETING COORDINATOR or MARKETING SPECIALISTAssists the marketing director by executing marketing, advertising, publicity, PR, and events campaigns and acts as information liaison to staffers and advertisers.

The Masthead/Publishing PROMOTION MANAGER

Plans promotion programs in aid of the sales objectives. Creates, produces and distributes sales tools. Conceives, writes and supervises production of sales aids (advertising, direct mail booklets, sales kits and multimedia). Sets the promotion budget; is responsible for keeping promotion costs under control.

The Masthead/Editorial

EDITOR-IN-CHIEF/EDITOR Oversees all editorial direction and policy, including content, editorial page, budget, goals and staff.


EXECUTIVE EDITOROversees daily copy quality and deadline compliance.

The Masthead/Editorial MANAGING EDITOR

Sets and carries out editorial policy with the Editor-in-Chief, manages the editorial staff, plans the content and layout of each issue and decides which material will be published. Oversees expenditures for art, manuscripts and reprints, and helps prepare the budget , while also assuming writing and editing responsibilities.


ART DIRECTOROversees the visual look of the publication, including the format design, art production, cover ideas and graphics that illustrate each article.


PHOTO DIRECTOR/EDITOROversees the assignment and selection of photos in a magazine.


ASSOCIATE EDITORWrites and/or edits features, covers and represents the publication at industry events.


SECTION EDITORAn editor specifically assigned to a major editorial department (such as Features, News and Reviews).

The Masthead/Editorial PRODUCTION DIRECTOR

Oversees production and manufacturing of a magazine, sets budgets, manages production personnel and may be responsible for purchasing paper and negotiating with the printer.


ASSISTANT EDITORSenior editorial staff assistant who handles routine work, research, writing/editing "front of the book" or "back of the book" departments and may write/edit features.


COPY EDITORA magazine staff member who edits copy for accuracy, style, grammar, and spelling.


FACT CHECKER/RESEARCHER Editorial staff position in charge of verifying factual statements contained in copy before it is published.


EDITORIAL ASSISTANT Support staff for the editorial department.; entry-level job.


PHOTO ASSISTANT Support staff for the photo department; entry-level job.


CONTRIBUTING EDITORAn editor or writer who contributes to a magazine's efforts but is not on staff.

the contemporary magazine/ september 4, 2012. with thanks to wooden horse publishing m

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