Ummm, yeah that's what it means...
Actual dates have probably already been chosen, or there is some sort of range of dates, or estimated date on which the shares will begin trading. It's not a random thing where the CEO can wake up on Tuesday morning and say "Okay, let's sell another $8 million of preferred stock today."
In some cases, there may be some flexibility, but it still takes some degree of planning and coordination with the exchanges and the investment banks that sell the stuff.
If you want to know all the details then you gotta read the prospectus. This one is 54 pages. That's not too bad. The table of contents has hyperlinks, and sometimes you can actually skim these documents and find some really useful information pretty fast.
It is simply not true that "no one ever reads those things." LOL
I don't read them from start to finish, but I do sometimes search them for specific information.