R

Rating:

The ratio of listeners to a particular station to all people in the market.

Reach:

The number of different audience members exposed at least once to a media vehicle (or vehicles) in a given period.

Readers per Copy:

A cost comparison figure used for magazines that estimates audience size based on pass-along readership.

Response:

The set of reactions the receiver has after seeing, hearing, or reading a message.

Receiver:

The target of the message in the communication process.

Reporter:

Person who gathers and writes up news.