Here in Australia, we usually refer to it as "pp." Printed pages.
So for books we state 24pp + Cover which is 28 printed pages.
Flyers are either 1pp (single-sided) or 2pp (double-sided)
It gets harder when bound books are say 170 pages printed single-sided (so 170 sheets of paper), or double-sided which would be 85 sheets.
Then there is an A4, folded to DL brochure which we refer to as a 6pp DL Brochure.