This glossary contains business, technology, marketing and printing terms that have been defined from a business perspective and are not intended to be "dictionary" definitions. We hope you find them useful.
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Images on screen look different from the same image in print. Calibrating your monitor provides a screen display that simulates what you would see on paper.
The simplest calibration methods involve adjustments to the Contrast and Brightness settings of your monitor. An intermediate method uses special software to calibrate your monitor as well as calibrate your printer, scanner, and other devices so that what you see on-screen, what you scan, and what you print all look the same - as much as is possible. For high-end use, even more precise hardware-based calibration methods exist.
The cost of space quoted on a rate card.
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.
An advertisement appearing on the two facing center pages of a publication.
A copy of a publication sent to an advertiser and agency as proof that the advertisement appeared as ordered ( tear sheet ).
The number of copies of a vehicle distributed based on the average number of issues.
Clearness.
We named our Company "Clarity Connect" because we:
The final date to commit contractually for the purchase of advertising space. Generally, cancellations are not accepted after the closing date, 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.
See Content Management System
Clarity Connect's proprietary CMS is known as Clarity Console.
Stands for Cyan, Magenta, Yellow and Black, the four inks used in 4-color process printing
Printing process to isolate printing colors used in the four-color printing process
The process of separating the colors reflective in artwork by means of filters, so that the primary color may be printed separately. Secondarly colors are produced by overprinting with transparent inks. In four-color process work, the colors used are Cyan, Magenta, Yellow and Black.
A discounted rate offered to encourage the use of two or more publications having common ownership.
Content Management Systems store content in a database separately from the templates that control its appearance on the website so content can be easily updated, used and reused in a number of contexts without anyone having to know anything about web programming. Also knows as a CMS.
Clarity Connect's proprietary CMS is known as Clarity Console.
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.
Publications that confine or restrict their distribution to special groups on a free basis. Some controlled circulation is solicited, while most is non-solicited.
The effectiveness of media as measured by a comparison of audience, either potential or actual, with cost and expressed as a cost-per-thousand.
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.
A term used to define a mediums geographical potential. In magazines, the percentage of a given demographic market reached by a magazine.
Cost-Per-Thousand refers to the cost of delivering 1,000 advertising impressions with a defined population group. It is an expression of efficiency of either an individual media vehicle or schedule.
CPM = (Cost X 1,000)/Audience or Circulation