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Qualified circulation: The distribution of a publication that is restricted to individuals who meet certain requirements; for example, member physicians are qualified to receive the Journal of the Ameri- can Medical Association.
Qualified reader: A person who can prove readership of a publication.
Quantity discount: A lower advertising rate for buying a certain amount of space or time.
Quarter-run: One-fourth of the car cards that are required for a full run in transit; a card in every fourth transit system vehicle.
Quintile: One-fifth of a group; usage in advertising often refers to audience members who have been divided into five equal groups (quintiles), ranging from the heaviest to the lightest media usage levels.
