Audience The gross or net number of people/homes exposed to a magazine or advertising message.

Audience Accumulation the total net number of people/homes exposed to a magazine during its duration.

Average Issue Audience (Readership) the projected number of people who have read or looked into an "average issue" of a magazine. Audience/reader figures are larger than circulation due to the fact that a single issue of a magazine has multiple readers.

Circulation The number of distributed copies of a magazine. This figure may or may not be guaranteed.

Bulk Circulation Two or more copies of a magazine sent to a single addressee who, distributes individual copies.

Composition the demographic profile of a magazine.

Controlled Circulation The circulation of a magazine that is sent free and addressed to specific individuals who elect to receive the publication.

Confidence Level the likelihood that the sampling error in a survey result will fall within a specified range, usually expressed in terms of standard errors (e.g. 1 standard error equals 68% likelihood; 2 standard errors equals 95% likelihood).

Cost Ranking Report a ranking of magazines based on reach, composition, CPM, or a variety of other variables to a specific target group. (e.g.. ABC magazine is ranked #1 because it reaches more Men, age 18-24 than any other publication).

Cost-Per-Point (CPP) the cost of delivering one GRP. Formula: CPP= media cost/GRPs.

Cost Per Thousand (CPM) a figure used in comparing /evaluating the relative cost efficiency of media; the advertising cost of reaching 1,000 readers. (e.g. ABC magazines Page 4C cost = $25,000. It reaches 1,000,000 Women, age 35-44. Its CPM for Women 35-44 is: $25,000/1,000,000 = $25).

Coverage the percentage of a population group reached by a magazine.

Duplication the number/percentage of readers that two or more magazines have in common.

Exclusive Readers readers who read one magazine but not another .

Frequency the number of times an audience is exposed to a magazine, an advertising message, or an advertising campaign. Also, the period issuance of a publication (e.g. monthly, weekly).

Gross Rating Points (GRPs) - see Rating Point

Impressions the gross sum of all media exposures (numbers of people/homes) without regard to duplication.

Index the percentage above or below the national average a percent in relation to a norm of 100%. (e.g.. A magazine with an index of 145 means that the magazine is 45% higher than the norm).

In-Home readers people who read a magazine in their own home.

In-Tab sample the number of completed interviews or respondents to a survey.

Issue Date The date a magazine begins its distribution to readers, which usually precedes the cover date.

Issue Life The length of time it takes a magazine to be read by the maximum measurable audience.

Masthead The section of a magazine which details such information as title, address, staff.

Mean The sum of all items divided by the number of items. Also referred to as "average".

Median The middle number in a sequence of numbers. Also referred to as "midpoint".

Media Quadmap a two-dimensional graph profiling the media usage (e.g. heavy magazine readers and light TV viewers) of demographic groups, product users, or other qualities .

Net Paid Circulation the circulation of a magazine which is accounted for by copies paid for either through single copy newsstand sales or through subscription.

Optimization a computer reach and frequency analysis which generates an "optimal" schedule given a specific set of parameters, i.e., budget level, reach goal, etc.

Out-of-Home Readers Those people reading a magazine outside their own homes.

Passalong (Secondary) readers Readers who obtain the magazine second hand, (i.e. from a reception room, from a friend/neighbor, etc.).

Primary Audience defined as the subscriber/newsstand buyer of a magazine or someone else in the household of these primary purchasers who has read or looked into a magazine.

Prototype an estimated audience developed for an unmeasured magazine which is created by using existing data from measured a measured magazine(s) that may be similar in a variety of ways (e.g. editorially, demographic composition, circulation). This "calibrated" mix of data (prototype) is then used in syndicated research runs used for media planning purposes.

Rate Base the circulation of a magazine upon which advertising space rates are based which may or may not be guaranteed by the publisher.

Rating The percent of different people/homes reached by a single issue of a magazine. Synonymous with Reach.

Rating Point the reach of 1% of a target audience. Gross Rating Points (grps) is the sum of reach of a media schedule. Essentially synonymous with TRPs (target rating points).

Reach see Rating.

Readers-Per-Copy (RPC) the average number of readers who read/look into an average issue of a magazine. Formula: RPC X circulation = average issue audience.

Recency The advertising scheduling tactic of providing reach, without regard to frequency, for as many weeks as possible in order to deliver ad messages immediately prior to purchase decisions.

Return on Investment (ROI) The sales return on the advertising expenditures invested in media.

Sampling Error the possible deviation in the reported finding of media audience research based on a sample from what might be the actual finding had a complete census been done. Usually reported as "+/- " the reported number.

Single Source Data The reporting of data based on the product/service purchase patterns and media consumption habits from a single source.

Single copy (Sales) copies of a magazine which are sold at newsstands, etc. as opposed to by subscription.

Split Run a scheduling technique whereby two different pieces of copy are run in the circulation of a magazine with no one reader receiving both advertisements.

Subscriber a home/person that pays for receiving a magazine.

Unaided Recall The percentage or number of consumers surveyed who are able to cite a products/services name after being requested to cite any and all product names within an advertised category. As opposed to Aided Recall which prompts the respondent with the specific names.

Unpaid copies The circulation of a magazine that is either distributed entirely free to the recipient or is distributed at a price inadequate to qualify as "paid", as defined by the Audit Bureau of Circulations.

Unpaid Circulation A magazines circulation which is distributed free of charge to the recipient.

Volumetrics - total product usage or spending by a particular magazine audience on a specific product/service (e.g.. ABC magazine readers have spent x dollars on home electronics).