Media Glossary

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P

PC

Abbreviation for 'Publisher's Claim'. Used in lieu of audited circulation figures.

PPC

Pay Per Click. Allows advertisers to bid for placement in the search results on terms that are relevant to their business. Advertisers pay the amount of their bid only when a consumer clicks on their listing. Also called Sponsored Search.

Page Impressions

The number of times a particular web page is downloaded to a browser.

Paid Inclusive

In exchange for a payment, a search engine will guarantee to list/review pages from a website. It is no guaranteed that the pages will rank well for particular queries ? this still depends on the search engines underlying relevancy algorithms.

Pass On

Also known as 'Pass Along' readership. It relates to readership of a given publication by persons other than the original purchased. Also called secondary (and tertiary) readership.

Penetration

Is used in media to describe the coverage of a particular medium. In marketing terms it relates to the proportion of people who use or buy a product.

Portal

Usually used as a marketing term to describe a Website that is or is intended to be the first place people see when using the Web. Typically a 'Portal site' has a catalogue of web sites, a search engine, or both. A Portal site may also offer email and other service to entice people to use that site as their main 'point of entry' (hence 'portal') to the Web.

Potential

Primary Readership

The readership of a given publication by the person who purchased the publication. Total readership combines primary and pass-on readers.

Profile

Shows the proportion of a medium's total readership or listeners that fall into your target audience. This can then be compared to the profile of other titles/stations. The higher the proportion, the more attuned your target audience is likely to be to that publication or station.

Psychographics

Is a term that describes people's psychological(as distinct from physical)characteristics. Psychographics identify personality characteristics and attitudes that affect a person's lifestyle and purchasing behaviour.

Publishers Australia (PA)

Australia's peak body for specialist, B2B and niche consumer magazine and digital publishers.

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