Brad

Definition:
Acronym, pronounced as a word, which the publishers of BRAD (q.v.) now use exclusively in place of the full title. It is a monthly index of current ADVERTISING RATES and MECHANICAL DATA for virtually every separate MEDIA VEHICLE available to advertisers in Britain, and indispensable reference source for advertising agency MEDIA BUYERS. In the case of press vehicles, entries also normally include figures for ABC or VFD (q.v.) CIRCULATION and NRS or JICREG (q.v.) READERSHIP, or independently audited alternatives. The on-line 'BRADbase Media Selector' has largely supplanted the paper original in the IT-rich environment of modern agency media departments. BRAD's American counterpart is Standard Rate and Data.

Cross-References:
[readership] [advertising rates] [circulation] [media buyer] [mechanical data] [British Rate & Data (Brad)] [media vehicle] [JICREG] [NRS]

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