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Glossary of Terms

Ad Equivalency

Calculation of how much it would cost to pay for the placement of a story in a given newspaper or magazine or on a given television or radio program.  This calculation is based on the column inch advertising rate for print or the: 30 commercial rate for broadcast.

Ad Equivalency per $

A ratio comparing the advertising equivalency to the actual amount spent on the project. Any number greater than 1 indicates that the ad equivalency gained was greater than our investment, resulting in a positive return on investment.

Impressions

Number of estimated people reading a single newspaper or magazine article.  This is calculated by multiplying the publication’s circulation by 2.3, a conservative but realistic multiplier.  Magazines often use 5 – 7, believing that magazines have a longer life and are passed around to more people.  Newspapers often use 3, meaning 3 people in a household or office read the paper.  We use 2.3 as a conservative number to make sure results are not inflated or unrealistic.

Impressions per $

A ratio comparing the total number of impressions to the investment on the project.  It shows how many people were reached with every dollar invested.

Viewers or Listeners

Number of viewers for a TV placement or number of listeners for a radio placement.  There is no multiplier factor in reporting these figures.

Unique Visitors per Month

A unique visitor is a statistic describing a unit of traffic to a Web site, counting each visitor only once in the time frame of the report which is typically 30 days. This statistic is relevant to site publishers and advertisers as a measure of a site's true audience size.

Mat Release

A formatted, black and white consumer-related article that newspaper editors can use to add content to their publication.  Ours generally feature a seasonal recipe idea.

ROP

Also known as Color Feature, this is a pre-produced full-page color feature story that typically includes 3 photographs and several recipes.  The pages are offered to hundreds of daily newspapers throughout the country for direct placement into their food pages.

Online Editorial Outreach

Online editorial outreach programs generate favorable online editorial coverage and word-of-mouth communication through the development of relationships with digital publishers and influencers. Digital publishers and influencers include Web site editors, bloggers, online community leaders, and in some cases, traditional journalists who also publish online.  

Satellite Media Tour

A series of television interviews originating from one location with multiple individual news affiliates and networks via satellite. Interviews include a spokesperson and last about 2-3 minutes on average.

Secured News Package

A television segment filmed with a spokesperson, which is then distributed to various TV stations, normally with an introduction by a news personality.

iTV

Via WestGlen Communications, taped broadcast segments are distributed over iTV’s network of TV news station Web sites nationally. This distribution places the feature story at the consumer’s fingertips with one click of the mouse. Larger stations will use banners to drive people to the feature content.  Other stations will use it on their content pages.

Health & Home Report

Via WestGlen Communications, taped broadcast segments are distributed for a month-long run on the syndicated program Health & Home Report, which has an audience of 6 million people.