Here is a list of common terms used by magazine management professionals. Make sure you are communicating correctly by checking out the lingo and their definitions:

• Audience: The people for whom your publication is produced.
• Funding phase: A stage in the life of a magazine when funds are raised to launch the publication.
• Launch phase: A stage in the life of a magazine during which publication begins.
• Business strategy: A plan that defines what you want to do (your purpose), where you want to go (your vision), and how you want to get there (your goals).
• Rate base: Refers to the level of circulation; the number of subscribers and/or single copy purchasers for each issue.
• Vision: A written statement that defines where you want to go or the effect the publication should have on your target audience at a certain time in the future.
• Employee: A paid staff member who regularly works on the publication.
• Freelancer: A person who does work for the publication but is not a staff member.
• Cross-tabulation analysis: To compare the readers’ answers on surveys with two or more variables. (Example: how all males answer question number three versus all females.)
• Open-ended question: A question that suggests no answer but leaves space for the reader to write out an answer.
• Ancillary products: Same as publication-related products.
• Back issue: Any issue produced before the current issue.
• Bulk sales: The sale of multiple copies of each issue to one location.
• List rental: The practice of allowing other organizations to use your magazine’s subscriber mailing list to present their products or services. Usually money is charged for such a privilege.
• Budget: A written financial plan showing how money will be spent and income received for a specific period of time.
• Circulation: The various people who receive a particular issue of the publication (whether they pay for that issue or receive it free).
• Circulation source: Any method used to obtain subscribers or readers of the publication.
• Cover price: The price to purchase one copy of the publication.
• Soft Offer: An offer on a subscription promotion that allows new subscribers to receive a trial issue of the publication without having to include payment until they decide they like the magazine.
• Subscribers: People who pay in advance to receive a specific number of issues of the publication.
• Frequency: The number of times each year a publication is produced.
• Media kit: A collection of all information about advertising in the publication (rate card, advertising guidelines, sample copy of the publication, etc.), usually sent to potential advertisers.
• Niche market: Any specific market that has a narrow focus, such as the markets of “pastors,” “book publishing companies,” etc.
• “Rack” rates: The standard quoted and written rate at which advertising is charged. Actual advertising rates may vary from rack rates if the advertising staff choose to charge a price different from the standard.
• Rate card: A written list of the type, size, and cost of advertisements that are acceptable in the publication.
• In-room copy: Marketing pieces left in the rooms of a conference center for guests.
• Package insert: A small printed marketing flyer or card that is inserted in the boxes or packages sent out by a book publisher.
• Positioning: How the publication compares to other publications and its unique qualities.
• Trade publisher: A publishing company that produces products primarily for other businesses, churches or companies.
• Universe: The total number of people who fit your target audience, whether they are subscribers or not.

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