This glossary explains the definitions used throughout Agility’s Discover search filters — including Media Types, Outlet/Publication Types, Market Sectors, Coverage Focus, Target Audience, and Staff Roles.
Use this guide when refining your searches to better understand how Agility categorizes contacts, outlets, and content types across the media landscape.
🔹 Media Types
Online – Online broadcasting, publications, news sources, and blogs
Print – Newspapers, magazines, journals, newsletters, and other printed or digital publications
Radio – Newsrooms for radio stations or news bureaus
Television – Newsrooms for television stations or news bureaus
🔹 Outlet / Publication / Organization Types
Media Company – The parent company of a media organization, including publishers and media owners
News Agency – A company that gathers and distributes news content to subscribing organizations (e.g., newspapers, magazines, broadcasters)
Production Company – A production team that creates television and radio shows
Newspaper – A periodical covering news, current affairs, business, politics, sport, and opinion, published nationally, regionally, or locally
Magazine / Journal – A printed or digital publication released regularly, covering either general or specialist topics
Station – The newsroom for a radio or television broadcaster producing news and topical programs
News Service – An organization providing general or specialized news and information services
Content Creation Service – Teams or organizations responsible for creating and distributing digital media, including website management, blogging, photography, videography, online commentary, and social media
Section – A specific column, regular feature, or microsite within a larger publication
Programme – A show broadcast on radio, television, or online
Blog – A web-based publication or diary featuring informal or topical written entries
Video Sharing Site – An online platform (e.g., YouTube) allowing users to upload, store, and play video content
Regional News Team – Editorial or production staff creating local content outside the primary newsroom
Foreign Bureau – A news office located in a country other than the organization’s main editorial base
🔹 Market Sector
Market Sectors group related outlets into industry-specific categories.
They include both general and specialized media such as publishing groups, news agencies, and broadcasters.
These classifications help you identify the type of industry or audience focus each outlet represents when filtering in Discover.
🔹 Target Audience
Target Audience refers to the primary demographic focus of a media outlet or publication.
This field allows for advanced filtering by audience characteristics, helping communicators target media that align with specific consumer segments or professional groups.
Agility’s enhanced filtering options help identify more specialist and niche audiences, supporting precise and strategic targeting.
🔹 Coverage Focus
International / Online – Distributed or available across more than one country, as specified by the area of coverage
National – Distributed nationally within one country (not including international subscriptions)
Regional – Coverage limited to a specific province, county, or state
Local – Coverage focused on a specific city or small cluster of towns
Community – Coverage limited to an area smaller than a town, or targeting specific cultural, ethnic, linguistic, or institutional communities (e.g., military, university, religious, or LGBTQ+ media).
Even if distributed nationally, these outlets serve focused communities or interest groups.
🔹 Staff Types
Editorial
Editor-in-Chief - Journalist who is in charge of intake of copy and determines the final content of a text, particularly a newspaper or magazine, including Bureau Chiefs, Managing Editors, Editors-in-Chief, Editorial Managers
Digital Editor - Journalist who is in charge of intake of copy and determines online content
Commissioning Editor - Editor responsible for copy editing and managing external authors and contributors. Issues article or feature briefs to writers for publication. Also known as Acquiring Editor
Program Director - The director with responsibility for scheduling news content
Producer - The producer has responsibility for and determines the final content of a programme
Presenter - News or Magazine-based programme host/presenter/anchor/news reader
Section Editor - Journalists including News Editors, Columnists, Feature Writers and Subject specialists i.e. Science Editor or prepares news stories, information or comment for publication, including news journalists such as Assignment Editors, Sub-Editors
Assignments
Foreign Correspondent Staff journalist based abroad
Letters Editor - Editor dealing with correspondence from readers
Reviewer - Journalist who writes critical appraisals of books, plays,films etc. for a newspaper or magazine
Journalist / Reporter - News journalist who specialises in particular subjects or beats, including Staff Writers, Writers, Correspondents
Editorial Assistant - Broadcast or print journalist who investigates information at the pre-production stage. Also known as Researcher in broadcast environments or Editorial Secretary
Layout Editor - Editor responsible for graphics, pictures, layout
Cartoonist - Artist who sketches satirical drawings for newspapers or magazines
Photo Journalist - Newspaper or magazine staff who deal with pictures and graphics such as the Picture Editor or other photo journalists
Stylist - Fashion stylists select and coordinate interiors, garments and accessories. In food photography, a stylist prepares the food, designs the setting and arranges it for the photographer. Stylists use products in their photo shoots and are key contacts for releases about consumer products including fashion, cosmetics, furniture, fittings, gadgets, toys, cars etc.
Program Production - Production staff who work on programme content
Administrative
Management - General Manager, Office Manager, other executive personnel(Non-Editorial role)
Publisher - Person who prepares and issues newspapers and magazines(Non-Editorial role)
Freelance
Freelance Journalist - A journalist who works for newspapers or magazines on a bespoke basis rather than being employed as a permanent staff journalist
Contributor
Contributor - Independent expert or commentator usually offering opinion on a specific topic
Social
Blogger - An individual diarist publishing in web format
Social Media Influencer - Authors and contributors on various social media platforms
📝 Support & Resources
Help Center: Media Relations
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