Dictionary of Marketing Terms: preferred position
preferred position
specific placement of advertisements in publications, as requested by an advertiser, usually for a higher rate than run-of-paper placement of advertisements. Many advertisers consider certain locations in a newspaper or magazine as choice positions for advertising and will request these spaces; for example, a women's dress manufacturer may request the women's page, or a sporting goods manufacturer may request the sports page. In addition, some advertisers feel that a right-hand page, the top of a column, or a space surrounded by editorial matter is a preferred position. Each publication specifies its own preferred position rate (although some publications will attempt to honor a preferred-position request, without additional charge).
