A.A.A.I.: Advertising Agencies
Association of India, a national association whose aim is
increasing the usefulness of advertising agencies to
advertisers, the media and the public.
ACCEPTANCE: Creation of a
contract for goods or services (such as advertising); OR
end-users' positive feelings about a product or brand that has
been promoted.
ACCORDION FOLD: A binding
technique using two or more parallel folds that open like
accordion bellows.
AD
DISPLAY: Serving an advertisement to the
browser screen, to external users, constituting qualifying
activity
AD
DOWNLOAD: Successful delivery of an
advertisement to a browser, as measured by the server that
delivered the ad. The measurement excludes non-qualifying
activity and internal users.
AD
REQUESTS: Initial request of an advertisement
from the browser, measured from the server that transmits the
request; nonqualifying activity and internal users are not
counted.
AD
VIEWS: The number of times a banner ad is
downloaded by visitors to a Web site; the equivalent of net
impressions in print and broadcast media.
AD
INSERTION: Placing an advertisement image
source tag in a content file before it is delivered to the
browser.
ADDITIONS: New names of
potential customers, added to a print or electronic mailing
list.
ADEQUATE SAMPLE:
Selection of potential decision-makers that is both large
enough and representative enough so that it gives a fair
picture of how the entire actual market would react
ADVANCE RENEWAL:
Subscription to a periodical that is renewed before the
previous subscription expires
ADVERTISED PRICE: The
regular subscription rate for a periodical subscription, and
not a special price.
ADVERTISER'S COPY: A
free courtesy copy that the publisher sends to the advertiser;
it is reported in the audit when calculating total
distribution.
ADVERTORIAL: A substantial
(usually 2-8 pages) advertising supplement that contains
significant text, as well as illustrations and
headlines.
AFFINITY PROGRAM:
E-commerce program under which owners of one Web site (for
instance, a Web site about mountain biking) send users to
another Web site (such as an on-line bookstore) to purchase
related items. The owner of the target site shares its profits
from the sales with the owner of the referring
site.
AGAINST THE GRAIN:
Folding or otherwise processing paper in a direction
perpendicular to the grain (the way the fibers
run).
AGENT: A software program that
assembles information on a selected topic from many Web sites
or is used to filter e-mail or perform other computer
tasks.
AIRBRUSH: A pressure
tool used to spray water-based pigment, or artwork produced
with this tool; or an electronic effect that resembles work
created with an airbrush. In platemaking, a tool used with
abrasives to remove spots.
ANALOG COLOR PROOFS:
Materials created without a printing press, to preview the
appearance of the final printed piece. Analog color proofs are
created by using color separation films, unlike digital proofs
created on a computer.
ANTI-OFFSET SPRAY (ALSO CALLED
SET-OFF SPRAY): A dry spray of fine starch powder
used on a press to dry off wet ink so that it will not
transfer to the next sheet.
APPLET: A small
program created using the Java programming language that can
be displayed by a Java-capable browser.
APR (AUTOMATIC PICTURE
REPLACEMENT): Setting up a piece to be printed with
a placeholder low-resolution image, then replacing it later
with a higher-resolution image.
ASCII (AMERICAN STANDARD
CODE FOR IMAGE INTERCHANGE): A method of
representing the alphabet and other basic information using
only eight bits of computer data.
ASSOCIATION SUBSCRIPTION:
Subscription to a periodical that is provided as a
membership benefit
AUP: Acceptable
Use Policy; the "rules of the road" for using a network or
computer system.
AUDIT: Objective
third-party confirmation, by an outside agency, such as the
Audit Bureau of Circulations or the Business Publications
Audit of Circulation, of "statement" figures (typically,
circulation figures, or Web site impressions) promulgated by
the owner of the medium
AUDIT BUREAU OF CIRCULATIONS
(ABC): An independent, nonprofit organization of
advertisers, agencies and publishers which conducts verified
audits of publication circulations (including business
publications)
AUDIT REPORT: The
official findings of an audit bureau, based on examination of
a publication's circulation records for a particular year or
other period
AUTHENTICATION:
Checking (e.g., by reference to a pre-established password)
that a user is who he or she claims to be. Authentication is
used to control access to Web sites, especially transactional
sites or sites containing secure or proprietary
information.
AVERAGE NET PAID:
Average paid circulation of a periodical. Average net paid
equals the total circulation of all issues during the audit
period, divided by the number of issues in the audit period.
In contrast, the average circulation, qualified as paid
circulation, of all the issues equals the total of all paid
copies during the period by the number of issues.
B2B:
Business-to-business.
BACKBONE: The edge of
a magazine, catalog, booklet, brochure or book where the pages
are bound. The backbone is called the spine if the title is
printed there.
BACKING UP: Printing
the other side of a sheet that has already been
printed.
BANDWIDTH: The amount
of traffic that a particular connection to the Internet can
carry; the bandwidth available to a particular user depends on
his or her method of connecting to the Internet. If he or she
uses a modem, it depends on modem speed; if he or she uses a
cable modem, it depends on the number of other users connected
at the same time. Sometimes used jokingly to mean the amount
of attention a prospect can devote to something.
BANNER AD: An
advertisement appearing on a Web site, usually at the top or
bottom of the screen; most banner ads take up most of the
width of the screen but are less than an inch deep. The
standard size is 460 pixels by 60 pixels. It is usually
possible to go to the advertiser's Web site by clicking on the
banner ad; some banners allow the user to play a game or
engage in a transaction within the banner ad, without going to
another site. Banner ads often contain animation and may
contain sound or video files.
BASIC PRICE: The
price at which the general public can purchase a periodical
for a definite duration (e.g., $89 per year).
BASIS WEIGHT: The
number of pounds that a ream of paper weighs when it is cut to
the standard size for that grade of paper (e.g., book paper is
cut to 25" x 38").
BINGO CARD: Postcard
bound into a magazine that the reader can tear out and mail to
the publication to request information about products or
services advertised in the magazine.
BIWEEKLY: Publication
issued every two weeks.
BLANKET:
Rubber-surfaced fabric used for offset printing. The blanket
is clamped around a cylinder which bears an image transferred
from the plate. Then the image is transferred from the blanket
to the paper.
BLEED: The part of a
printed image that is carried beyond the trim edge of the page
or sheet of paper.
BLIND EMBOSSING:
Stamping a hollow design, without adding metallic leaf or
ink.
BLUEPRINT: A
photo-print used in offset lithography and photoengraving to
check the position of elements within an image. The print is
made from stripped-up negatives or positives.
BOOKMARK: Creation of
a link to a Web site already visited, so that the user can
return to that Web site directly, without using a search
engine or directory.
BOT: Short for
"robot"; a piece of software that handles a limited task, such
as searching or retrieving prices for a particular item sold
by different vendors.
BPA INTERNATIONAL:
Business Publications Audit of Circulation; an independent
nonprofit organization consisting of advertisers, agencies and
publishers. BPA provides verified audits of publication
circulation, and verified attendance figures for trade
shows.
BRAND:
Characteristics (including image) of the goods or services of
a particular vendor, so that satisfied users will have a
predilection for purchasing other goods or services bearing
the same brand.
BRC (BUSINESS REPLY
CARD): A reply device incorporated into another
marketing communication, such as a pre-paid postcard enclosed
in a direct mail piece.
BREAKDOWN: Analyzing
circulation by criteria such as the business or industry
reached; the jobs or titles held by readers; demographic
characteristics or geographic location of readers.
BROWSER: Computer
software used to connect an individual's computer to the
Internet; also known as a Web client, which retrieves
information from a Web server so that the computer user can
access Web sites.
BULK SALES: As used
by the Audit Bureau of Circulations, this term means all
copies ("single-copy sales in bulk") or subscriptions
("subscriptions in bulk") purchased in quantities of five or
more to promote the business or professional interests of the
purchaser. The Business Publications Audit of Circulation uses
this term to mean two or more copies of a publication sent to
the same address, whether or not they are individually wrapped
or addressed.
BUSINESS MODEL (ALSO REVENUE
MODEL): Method of earning income from E-commerce,
such as subscription, advertising-based or
transactional.
BUSINESS PRESS:
Publications addressed to a business rather than a consumer
audience. The business press comprises many segments,
including merchandising trade papers addressed to trade
audiences industrial and vertical publications for production
personnel; professional publications for members of learned
professions; executive and horizontal publications for
executives and managers; and institutional publications for
readers employed in hospitals, schools, etc.
BUSINESS PUBLICATION:
Periodical or other publication whose mission is to assist the
members of a specific industry, occupation, or profession, or
manufacturing, management, sales, or operation of business in
general
BUYER'S GUIDE: A
stand-alone publication, or an issue of a periodical, which
lists manufacturers and suppliers by product and trade name;
designed to provide purchase information for a particular
field.
BYTE: A bit of
digital information is either a 1 (on; current flowing) or a 0
(off; current not flowing). A byte represents one character
and contains 8 bits.
CALIPER: A
measurement of paper thickness - usually mils (thousandths of
an inch).
CASH DISCOUNT: A
reduction (usually 2% of net cost) in the cost of
advertisements, granted because the advertiser pays
cash.
CD-ROM (COMPACT DISC,
READ-ONLY MEMORY): A disc used to hold music or
data (e.g., for digital pre-press). The disc is round, about
5" in diameter, and can hold at least 650 megabytes of data -
perhaps as much as a gigabyte of data.
CENTER SPREAD: The
two facing pages of a publication, joined by a continuous
gutter.
CEPS (COLOR ELECTRONIC PREPRESS
SYSTEM): Sophisticated computer systems used in
digital prepress workflows to color-correct scanner images and
put together the image elements that will be used in the final
page.
CHARTER SUBSCRIPTION:
An incentive for subscribers (especially subscribers to a
start-up publication) guaranteeing that their initial
discounted subscription price will continue in effect if they
renew their subscription regularly at expiration.
CHAT ROOM: A
"place" where two or more computer users can communicate at
the same time by entering data with their own keyboards. Chat
differs from e-mail in that the communications take place in
real time rather than messages being captured at some time
after they have been placed into the system.
CHECKING: Making sure
that advertisements appear as ordered (as to size, position,
appearance, timing, etc.) in a communications medium, such as
a periodical or broadcast.
CHECKING COPY: A copy
of a publication sent to an advertiser or advertising agency
for verification of proper advertising.
CHOKES AND SPREADS:
The technique of overlapping overprinting images so that the
images will not appear with fringes or borders. Digital
imaging systems use the term "trapping" for the same
concept.
CIRCULATION:
Originally, the number of issued copies of a print advertising
medium. The term has been extended to the audience reached by
broadcasts and other media (such as outdoor
posters).
CLASSIFIED
ADVERTISING: Categories of advertising, such as
Help Wanted, Situations Wanted, appearing under a distinctive
heading. These advertisements are usually set in specified,
uniform type of a single size and do not include display.
(Classified advertising including display is referred to as
display classified.) Special insertion rates usually apply.
Most such advertisements are not mass product promotion; they
apply to services or single-item sales.
CLICK: To use a
computer mouse to access a particular file. In Web
advertising, the number of times the mouse is used on a banner
ad.
CLICK RATE: The
percentage of impressions (see below) that become effective
when someone not only sees a banner or other ad, but clicks on
it to go to the advertiser's Web site, get more information,
engage in a transaction, etc.
CLICK OF AD
INTERACTION: Measurable outcome of an
advertisement, resulting in contact with the advertiser's Web
page, or other user activity that can be measured.
CLICK-THROUGH:
Using a computer mouse on a designated live area of a banner
ad or other part of a Web site, thus moving from one site to
another or one part of a site to another, in response to the
text or advertisement. Some Web advertising is charged for on
the basis of click-through rather than gross impressions:
i.e., the company placing the advertising pays a determined
amount for everyone who clicks through to the advertiser's
site, but not for users who are exposed to the advertisement
but do not take action in response to it.
CLICK WRAP
AGREEMENT: Agreement to terms of a piece of
software, on-line service, or other seller that limits use of
its materials.
CLOSE: The deadline
date or hour by which an advertisement must be received to run
in a certain issue.
CMYK (CYAN, MAGENTA, YELLOW,
BLACK): The four colors used to achieve the
appearance of full-color images. Black ink (abbreviated K) is
used to enhance color and contrast.
COATED PAPER: Paper
with a smooth finish, such as eggshell or glossy, because of
the application of a surface coating.
COLLABORATIVE
FILTERING: Process of comparing information and
reported preferences of a Web user to information and
preferences of other users; the objective is to target
marketing or make recommendations: for instance, "If you liked
the new Stephen King book, we think you would also like this
book by a new author."
COLOR CORRECTION:
Methods, such as masking, dot-etching, re-etching, or
scanning, used to bring the colors in the final printed piece
closer to the client's specification.
COMMISSION: Payments
to a salesperson or agent, usually defined as a percentage of
the revenue from a transaction. In advertising, commission
refers to the commission paid to the agency by the owner of
the medium in which the advertising appears.
COMPARABILITY:
Publishers, advertisers and advertising agencies within a
particular market meet voluntarily to create programs to
define publishers' terminology for describing the market,
coverage of the market and recipients of the publishers'
products.
COMPLIMENTARY COPY: A
courtesy copy sent to advertisers, prospects, or advertising
agencies; other unpaid distribution.
CONTENT:
Material that appears on the World Wide Web, other than tools
such as search engines and navigational tools. Content could
include articles and other text, images, music,
etc.
CONTINUOUS TONE: A
photographic image that uses various grayscale values, as well
as black and white.
CONTRAST: The
difference in tone between the brightest (highlights), middle,
and darkest (shadows) tones in a piece of artwork.
CONTROLLED
CIRCULATION: A term formerly used to refer to
distribution of free copies based on a preconceived set of
eligibility rules. The term has been replaced by non-paid
circulation.
CONTROLLED SAMPLING:
Any method of selecting a research sample that depends on a
ratio of the sample to the parts of a whole population, rather
than on the investigator's judgment or convenience.
CONVERGENCE:
Greater similarities between formerly separate media, or ways
in which they can work together; for instance, ability to
connect to the Web by using a TV set.
COOKIE: Small
computer program that stores information about computer users
(with protection for confidential or sensitive information) to
speed up and otherwise improve the user's on-line experience.
For example, cookies are used to create on-line shopping
carts, and to allow users to register only once instead of
each time they access a particular site.
CORPORATE IDENTITY
PROGRAM: Creation of elements such as logo,
stationery, packaging, and signage to unify a company's image
and build its brand.
CPM: Cost per
thousand; total cost of advertising divided by the number of
thousands in the sample under consideration.
CROP: To remove parts
of copy (usually done on a photograph or plate) by adding crop
marks indicating what should be removed.
CTP (COMPUTER TO
PLATE): A method of platemaking or platesetting
without a separate film-to-plate exposure system; an element
of digitized workflow.
CSS: Cascading
Style Sheets; a method of designing Web pages.
CYAN: A subtractive
color used in four-color process. It reflects or transmits
blue and green light and absorbs red light.
CYLINDER GAP: The
area between the cylinders of a printing press where the
plate, blanket, clamps, and grippers are installed.
DAMPENERS: The
rollers that distribute dampening solution to the lithography
press plate or ink roller. Rollers can be covered with cloth,
parchment paper, or rubber; rubber rollers are called
"bare-back."
DAMPENING SYSTEM: The
way that a lithograph press transfers the dampening solution
to the plate during printing.
DATA MINING:
Sophisticated methods of examining, analyzing, and processing
corporate data, for instance, for product planning and
marketing.
DATA
WAREHOUSING: Tools for managing large databases,
such as all of a company's historical data about its worldwide
operations.
DBMS (DATABASE MANAGEMENT
SOFTWARE): Computer software used to make the
information contained in a database (e.g., customer
information) easier for people to retrieve and use (e.g., to
project the market for a new product).
DEMOS: Individuals
with favorable demographic characteristics, e.g.,
well-educated and possessing a high income.
DENSITOMETER: An
instrument used in photography to measure the density of
photographic images, or colors within an image. The reflection
densitometer is used in printing to calculate and control the
density of color inks on the substrate.
DENSITY: The extent
to which a photograph image absorbs light (is
opaque).
DESCENDER: A
typographic term for the part of a lower-case letter that
drops below the main body of type. The letters "g" and "p"
have descenders; "e" and "c" do not.
DIE-CUTTING: Cutting
shapes used for labels, boxes, and containers from printed
sheets, using sharp steel rules on a flatbed or rotary press.
If a rotary press is used, the die-cutting is usually done
in-line with a print job.
DIE-STAMPING: An
intaglio (sunken) process using letters or design engraved on
copper or steel to create pieces, such as letterheads and
business cards.
DIGITAL CASH:
Electronic currency that exists only in cyberspace, not the
real world.
DIGITAL COLOR PROOF:
A color proof produced entirely with computerized data, and
without separation films.
DIGITAL PLATES:
Printing plates created on a platesetter by directing a
high-energy source, such as a laser, under control of digital
data.
DIGITAL
PRINTING: Using digital data from prepress systems
to produce images without the use of plates.
DIGITAL WALLET:
A piece of software that keeps track of money deposited by the
computer user, as well as the extent to which authorized
vendors have drawn down on the account to pay for goods or
services.
DIRECTORY: A
method of classifying Web sites. A directory differs from a
search engine in that a search engine's entries are prepared
automatically by computer; directory entries are prepared by
people.
DISINTERMEDIATION:
Removing middlemen from a transaction, for instance, allowing
companies to seek capital directly on the Web instead of going
through an investment banking firm; allowing end users to
compare items, pricing and terms available from various
suppliers.
DOCTOR BLADE: A blade
pressed against the engraved printing cylinder used in
gravure; its purpose is to wipe excess ink from the
non-printing areas.
DOT: Halftones are
composed of dots. The dots used in AM screening vary in size;
those for FM screening are smaller, and usually uniform in
size.
DOT GAIN: A printing
problem caused by dots that print excessively large, making
the tones darker or the colors stronger than
specified.
DOWNLOAD: To
transfer data from one computer (e.g., the server for a Web
site) to the user's computer.
DPI: Dots per
inch; a measure of the resolution of a graphic. Images
displayed on the Web are limited to 72 dpi, which can be
disappointing to designers accustomed to much higher dpi in
print media.
DSC (DESKTOP COLOR
SEPARATION): A data file standard used in digital
prepress to create five files for color separations to be used
in desktop publishing. The files are one each for cyan,
magenta, yellow and black image data, plus a composite
viewfile of the entire color image.
DUPLICATION: The part
of the circulation or audience of two advertising media that
is served or reached twice by the same publication or
advertisement.
DUMMY: A planning
tool used to mock up the relative size and position of design
elements that will appear in a finished piece.
DUOTONE: A two-color
halftone photomechanical reproduction made from a one-color
photograph
DVD (DIGITAL VIDEO DISK OR
DIGITAL VERSATILE DISK): A format for storing at
least 6 gigabytes of data in any medium (including sound and
video) on a CD-ROM.
DYNAMIC ROTATION OR DYNAMIC
DELIVERY: A method of Web advertising under which
ad banners rotate randomly, or appear on the basis of
interests, such as a banner ad for pizza appearing on a site
about pro football, while a banner ad for lipstick appears on
a site about soap operas.
DYNAMIC WEB
SITE: A Web page that changes each time a user
accesses it, based on input from the user.
E-COMMERCE:
Electronic commerce; using the Internet to deliver services
directly or take orders for merchandise.
EARNED RATE: The cost
of advertising during a contract period specified in the
original contract, often based on the advertiser's actual
volume and frequency of advertising.
EDI: Electronic
Data Exchange; a method developed for on-line
business-to-business commerce so that, for instance, corporate
procurement can be done without paperwork.
EDITION: Part of the
total distribution of an issue of a periodical; all the copies
are identical except for replate or split run.
EDITORIAL: The part
of a publication that is provided by the publisher or
contributors rather than advertisers; OR an article expressing
the policy of the publication or views of the
editor.
ELECTRONIC MALL:
A site containing links to a number of transactional
(shopping) sites.
ELECTRONIC
PRINTING: Any digital technology that makes it
possible to reproduce materials without using ink or other
chemicals.
E-MAIL:
Electronic mail; communications are sent to a central
processor and are retrieved (at the recipient's convenience)
by the recipient.
EMBOSSED FINISH: A
paper with a textured surface that resembles another material,
such as cloth or stone.
EMBOSSING: Impressing
a relief image on a surface, to produce a raised counterpart
image on the finished piece. Embossing can overprint or can be
done on blank paper; the latter is called blind
embossing.
EMULSION SIDE: The
side of photographic film that is coated with silver halide
emulsion.
EPS (ENCAPSULATED
POSTSCRIPT): A digital prepress file format used to
transfer graphic images among applications. The file contains
a screen display image, structured PostScript code, and
comments.
EXCHANGE COPY:
Complimentary courtesy copy sent by one publisher to another
publisher who sends a copy of its own publication(s) in
return.
EYEBALLS: People
who view Web sites, and therefore can be reached by
advertising or influenced by text, images, and other branding
characteristics.
FELT SIDE: In
printing parlance, the smoother side of the sheet; in paper
manufacturing, the top side of the sheet.
FLAT: A photograph or
halftone with deficient contrast. In offset lithography, this
term means the complete unit ready for platemaking, consisting
of either negatives on goldenrod paper or positives on
film.
FLATBED SCANNER: A
device for digitizing images, operated by putting the original
art face-down on a glass plate.
FLUSH LEFT (OR FLUSH
RIGHT): Composing type so that it lines up at the
left or right side, as distinct from justified type that lines
up at both left and right but may be spaced out in
between.
FLYING PASTER: An
automatic device used in Web printing that splices a new roll
of paper to a roll that is almost used up, while the press is
still running.
FOLIO: Page
number.
FONT: A typeface,
including numbers, punctuation marks, and dingbats, of a
particular size and design.
FORM ROLLERS: The
inking and dampening rollers of a printing press in direct
contact with the plate.
FOUNTAIN SOLUTION:
Natural or synthetic gum and other chemicals dissolved in
water and used to dampen a lithography plate to prevent
non-printing areas from accepting ink.
FOUR-COLOR PROCESS: A
technique for using four process plates (yellow, blue, red and
black), each of which contains all of the areas of that color
for the entire image.
FPO (FOR POSITION
ONLY): The use of a low-resolution image in digital
imaging; it is placed there with the intention that it will
later be replaced by a higher-resolution image.
FRAMES: A way of
designing a Web page so that the screen displays separate
areas: for instance, a headline, a map of the site and a main
text area.
FREE SHEET: Paper
containing no mechanical wood pulp.
FREQUENCY: The number
of advertising insertions or broadcast programs bought during
a set period of time, usually a year. The number of insertions
or programs can furnish a basis for reduced rates or
discounts, and can alter the frequency of the issuance of a
publication.
FRONT END
SYSTEM: The workstation(s) containing the
applications software for preparing pages of type and graphics
for electronic publishing.
FULL POSITION:
Premium placement for an advertisement, which costs more than
run-of-the-paper advertising when ordered by the advertiser.
Full position usually appears after and/or next to reading
matter.
GALLEY PROOF: The
production stage before pages are produced; galley proofs are
checked for accuracy.
GAPLESS: Plates or
blanket cylinders that run without gaps.
GATEFOLD: A four-page
sheet that is creased and folded once (at a point about half
of its width) and bound at one end. The gatefold opens to
double-page size, but does not have the space-consuming gutter
found in a two-page spread.
GATHERING: Assembling
folded signatures in the right sequence for
binding.
GRACOL: General
Requirements for Applications in Commercial Offset
Lithography; manual offering guidelines for improving
communications and information exchange among designers,
buyers of print, and commercial offset printers.
GRAIN: The direction
in which most of the fibers of a paper lie - the direction in
which the paper manufacturing machine ran.
GRIPPER EDGE: The
front edge of the paper, as seen as it passes through the
printing press; or the front edge of a lithographic or
wrap-around place that is attached to the front clamp of the
plate cylinder.
GROUNDWOOD PULP:
Coarse wood pulp used to make newsprint and other publication
papers.
GROUP DISCOUNT: A
lower advertising rate granted for advertising in a group of
publications.
GROUP SUBSCRIPTIONS:
Five or more subscriptions purchased at once by an employer
for employees. The publisher mails the subscription copies to
the individual recipients.
GUARANTEED
IMPRESSIONS: The entity maintaining a Web site
promises a certain number of impressions (see below) to the
advertisers on that site.
GUI (GRAPHICAL USER
INTERFACE): The icons and other navigational tools
used on a computer screen instead of a system of menus or
commands.
GUTTER: The margin or
blank space on a printed page that runs from the printed area
to the binding.
HALF-PAGE ISLAND
PORTION: A preferred position (not offered by all
periodicals) for advertising on a three-column page. There is
no other advertisement adjacent on the other half of the page,
and may not be any other ads on the same page. The half-page
island portion is usually two columns wide and three-quarters
of a page deep.
HALFTONE: The
screening process used to predocue continuous-tone images by
turning the image into dots. Depending on the system, the dots
could be either uniform in size but variably spaced, or
variably sized but uniformly spaced.
HALFTONE GRAVURE:
Using halftone prints to create gravure cylinders.
HARD COPY: Computer
output that appears on paper or another material, and can be
viewed; or typed material sent to a typesetter to be
set.
HARDWIRED: A
method of Web advertising that gives an ad banner the same
placement on the same page at all times.
HICKEYS: Spots or
imperfections in an offset-printed piece caused by dirt on the
press, skin on dried ink, defects in the paper,
etc.
HIT: Accessing
any file within a Web site. For example, accessing a page with
text and five graphics would be reported as at least six
hits.
HOME PAGE: The
main or introductory part of a Web site that a user goes to by
clicking the main URL (see below) for the site. The term is
also used for personal home pages established by individuals
containing, e.g., personal information about themselves,
families, preferences, etc.
HOSTING:
Servicing and providing access to a Web site.
HOUSE ORGAN: A
periodical, also called a company magazine or company
newspaper, published by a business to communicate its own news
stories. Internal house organs are distributed only to
employees and salespeople; external house organs also go to
outlets, suppliers and the public.
HTML: Hypertext
mark-up language; the computer language used on the Internet
to display text and links from one Web site to
another.
HYPERMEDIA:
Files, such as text, graphics, sounds, animation, and videos,
that are inter-connected with links.
