Distribution Glossary
The amount of magazine newsstand terms can be overwhelming for someone new to the industry. To make life a little easier for our customers, whether you just started your magazine or are a long standing magazine publishing veteran, we will help you navigate through the terminology of magazine publishing. This glossary will help you learn the terms or give you a refresher.
A
Returns claimed by wholesaler by sworn statement that the unsold copies have been destroyed
The total number of copies of a single issue scheduled for shopping to a wholesaler or distribution service
A formal unbiased check of circulation by Audit Bureau of Circulations or Business Publications Audit
An independent, non-profit organization of advertisers, agencies, and publishers which provides audits of the circulations of business publications, general magazines and newspapers
Annual official findings of an audit bureau
Refers to your title being approved by a specific retailer for sale in some or all of its locations
The list of titles authorized by a given retailer for a specified period of time
Average paid circulation per issue arrived at by dividing total circulation of all issues during audit period by number of issues for the audit period
B
The 5-digit code that uniquely identifies the magazine
Publication issued every two weeks
Artwork that goes to the edge of the paper
1. Definition applicable to Audit Bureau of Circulations: Single copy sales in bulk-sales of copies of a single issue of a publication in quantities of five or more to one purchaser. 2. Definition applicable to Business Publications Audit of Circulation: Two or more copies of a publication (whether or not individually wrapped or addressed) sent to a single addressee
A business publication is one dealing with management, manufacturing, sales or operation of industries or businesses, or some specific industry, occupation, or professions, and which is published to interest and assist persons actively engaged in the field it covers
An independent, non-profit organization of advertisers, agencies, and publishers which provides audits of circulation, primarily of business publications, but also consumer
An issue of a publication that lists manufacturers and suppliers by product
C
The display space at the checkouts of retail outlets. In addition to a per-copy discount off cover price and the RDA, publishers at checkouts generally pay per-pocket display fees
Refers to your total net paid subscriptions AND single copy sales
The 6-digit code preceding the bipad in a magazine UPC. It includes the small digit to the outside left of the barcode.
In newsstand testing, the price or package against whose results other packages are compared
A proposal payment structure for wholesalers in which publishers have the primary relationship with the retailers. Wholesalers would be paid for delivery and other services based on their costs plus a margin
The month for which the issue is dated or coded
The joint display of magazines and other consumer goods, usually in the area of the store in which related goods are displayed (such as music magazines near the CDs)
A cover line
D
Characteristics of one's readers, including sex, age, income, and so on. Used for targeting newsstand distribution
Refers to the system of parcel-shipping specific numbers of magazine copies to individual stores
The number of copies each issue of your title that is distributed to specific retailers and/or wholesalers
F
A sell sheet printed using 4 color on front and one color (usually black) on the back
Number of issues published per year
Display at the front where the entire cover of the magazine is visible
I
The first audit made for a publication, may be for any consecutive six-month period
Page or pages, printed or for the advertiser, bound into the publication, usually in colors and on heavier stock than the periodical
All copies of a publication distributed at the same time and with the same date
The 2-digit code following the bipad in a magazine UPC
M
The display rack in retail outlets containing an assortment of titles and generally not positioned at the front of the store
A retailer that fails to meet their promotion commitments (eg. display at checkout for the promotions period) may offer a makeup promotion later in the year
Also know as Company Prefix
A summary of a publication's identification and ownership, usually appearing on page carrying table of contents
Most monthlies go on sale the month before cover
N
Sale of a publication through any retail outlet including newsstands but excluding mail, with the returns deducted
O
The date that an issue of your title is scheduled to go on display in retail outlets
The date that an issue of your title is scheduled to be removed from the shelves
P
A spine that resembles the spine of a paperback novel
The ABC paid consumer publisher's statement
The extra fee paid to retailers to gain checkout display space, on a per-issue basis
Publication in-store marketing activity
A clear, sealed plastic bag that the magazine is placed into. This allows other items, such as catalogs or CDs, to be included
Promotional display materials used to encourage single-copy sales
Only copies scanned as sale at checkout are paid for Prematures: Copies returned to the retailer before the off-sale date
Copies returned to the retailer before the off-sale date
Statement of circulation and distribution for a six-month period, but subject to audit
R
The portion of a sale remitted to a publisher after distributor, wholesaler, and retailer costs are deducted
Single copies that are distributed to retailers but not sold. Unsold copies are returned to the distributor and are generally destroyed once processed for credit. Return figures appear on your regular statement from the distributor
S
Stapling along the fold
Also known as Pay-on-Scan (POS)
A wholesaler that services retail accounts outside of supermarkets, convenience stores, drug stores and other major, mass-market outlets for magazines
Refers to the percentage of newsstand copies that were actually sold and did not come back as returns. Also called efficiency
The line projecting from the tip of type characters in certain faces; faces without these adjuncts are called sans-serif
Magazines sold at retail
Special Interest Publication. An off-shoot of another magazine; sometimes they are one-time special issues, but usually they are on-going
A side effect of scan-based trading. Unaccounted for inventory neither sold nor returned
T
Inserting something onto a magazine cover by gluing or stapling
Serving a specifically definable industrial, business, service, or professional audience; not incompatible with sales on the newsstand
W
The companies that physically distribute magazines to single-copy retail outlets, process returns and engage in marketing and in-store service
Shipped single copies that never reach the newsstand racks
Special Thanks to John Harrington for helping improve this glossary.