milline
Noun: - An advertising measure; one agate line appearing in one million copies of a publication: A unit used in print advertising to calculate cost and exposure, representing one agate line of advertising space seen in one million circulated copies of a newspaper or magazine.
The word milline is a technical term used almost exclusively in the historical context of print advertising and media buying. It quantifies advertising reach by combining physical ad size (an agate line) with circulation volume (one million copies).
- Noun:
- The advertising rate was calculated at ten dollars per milline.
- To compare the efficiency of two newspapers, the agency analyzed the cost per milline.
- "milline rate": The cost for one milline unit of advertising. This was a standard metric for comparing the cost-effectiveness of different publications.
- The magazine with the lower milline rate offered better value for national advertisers.
- Agate line (n): A unit of measurement for print advertising column space, equal to 1/14 of an inch in depth. This is the "line" component of a milline.
- Circulation (n): The average number of copies of a publication distributed. This is the "million" component of a milline.
- Advertising unit: A general term for a standard measure of ad space or exposure.
- Cost-per-point (CPP): A related, broader advertising metric used in broadcast media to measure the cost to reach one percent of a target audience.
Note: The term milline is largely obsolete in modern digital advertising. It was specific to the print media industry and has been replaced by metrics like Cost Per Mille (CPM), which measures the cost per one thousand impressions or views in digital contexts.
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an advertising measure; one agate line appearing in one million copies of a publication
