In newspaper or magazine publishing, and in direct mail, this phrase is used to describe the 'secondary' reader beyond the original subscriber or addressee.
Found on
http://www.encyclo.co.uk/local/21134
Additional readership acquired as executives forward particularly interesting mail to their associates. Business catalog mailers seek to harness this effect by printing a group of germane titles on the cover as a suggested routing for such pass-along readership.
Found on
http://www.nmoa.org/Library/index.htm
No exact match found.
