Glossary of Outdoor Terms  
     
Bulletins
Bulletins measure 14 x 48 feet. Copy is reproduced by painting directly on the surface, posting paper and computer printing.
     
Circulation
The number of potential viewers, based on traffic volume.
     
Commercial Signs
Privately owned (usually on-site) advertising structures used on roofs, walls or other outdoor surfaces of business establishments, in order to identify or direct that particular business.
     
Contract Period
Poster panels may be purchased in weekly increments, but are typically sold for 30-day periods.
     
Coverage
The defined parameters of a market; usually refers to a county or counties and the percent of this universe exposed to outdoor advertising structures purchased.
     
Eight-Sheet
Gross Rating Point showings. Poster panels are sold in packages called GRP showings. A showing size is the number of panels necessary to generate a specific level of coverage. For example, a #50 GRP showing will generate duplicated exposure opportunities equal to 50% of the market population on a daily basis. One rating point represents a circulation of 1% of the market population.
     
Illuminated
Outdoor advertising structures equipped with electric lighting fixtures to expose the advertiser's message to nighttime circulation.
     
Load Factor
The average number of persons riding in each vehicle.
     
Location
A panel or group of panels at least 25 feet from any other panel, or 50 feet from any painted display facing traffic.
     
Location Advertising Media
Includes outdoor and transit advertising.
     
Location List
A list describing the exact location of all the panels in a showing.
     
Painted Bulletins
Outdoor advertising structures in which copy is painted directly on the section. Measures 14 feet high by 48 feet wide.
     
Paper Stock
The paper stock that is used to print most outdoor billboards is Raindance Outdoor Wet Strength uncoated stock (71 pound). For additional details on printing requirements, contact Hart Printing 800-395-4278.
     
Plant
All outdoor advertising structures in a given city, town or area operated by an individual company.
     
Posting Date
The date on which the posters of a showing are scheduled for display.
     
Poster (3-Sheet)
A smaller poster which provides a copy area measuring 6 feet high by 3 feet wide (usually located on the outside walls of retail stores).
     

Poster (6-Sheet)
Also referred to as "junior sheet." A poster which provides a copy area of 4 feet 4 inches by 9 feet 10 inches.

     
Poster (7-Sheet)
A poster measuring 8 feet by 7 feet, usually located in the vicinity of retail stores.
     
Poster (8-Sheet)
A poster measuring 5 feet by 11 feet, located along highways, often closer to the central business districts of towns and cities.
     
Poster (24-Sheet)
A 24-sheet poster which provides a copy area measuring 8 feet 8 inches high by 19 feet 6 inches wide. This is a standard unit used in the outdoor advertising field.
     
Poster (30-sheet)
A poster with a copy area measuring 9 feet 7 inches by 21 feet 7 inches, permitting a larger design to be posted on the standard poster panel.
     
Poster Panel
An outdoor advertising structure on which 24 sheet or 30 sheet posters are displayed. Dimensions are 12 feet high by 24 feet wide.
     
Poster Showing
The unit of sale in poster advertising also known as GRP showing. These units (showings) are referred to as 100 or 50. The amount shows the percentage of the potential daily reach based on the population of a market.
     
Pounce Pattern
The method most frequently used for enlarging copy and art to fill painted bulletins. The design is projected onto large sheets of paper and traced in outline form. The outline is then perforated with an electric needle. The perforated sheets are held against the painting surface and dusted with charcoal to reproduce the outline of the design on the surface to be painted.
     
Printing Specifications
When supplying film, prepare film according to the sizes stated in the above descriptions. Provide right-reading emulsion side down negatives, using round dot pattern and 120 line screen for 8-sheet and 30-sheet posters (contact your printer for specs on other sizes). Supply matchprint proof made from supplied film and supply the art from which the film was generated. If an electronic file is being supplied, Macintosh format is preferred by most printers; include screen and printer fonts. If photos are to be scanned, provide a transparency with an FPO file; photos should be high resolution (at least 300 DPI of size placed in document).
     
Transit Advertising
A form of ad which delivers a message to people who are traveling by means other than their own vehicle or uses public transportation outlets and vehicles to reach the general public.