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.
I.B.C. (ALSO KNOWN AS THIRD
COVER): For ad insertions, the inside back cover
position.
I.F.C. (OR SECOND
COVER): The inside front cover position.
I.N.S.: Indian
Newspaper Society, a national association which includes the
print media as it's members. Its functions are to certify
publications, set rules and regulations from time to time for
publications and Agencies / Advertisers. Sanction
accreditation to qualifying agencies.
IDENTIFIED USER:
A Web user for whom demographic information is available
(e.g., because he or she has registered at the site, or
through cookies).
IMAGESETTER: Any film
output device used for digital imaging of type or graphics.
(An imagesetter is similar to a typesetter, but accepts
data.
JAVA: A computer
programming language noted for its flexibility and animation
capabilities.
JOG: To shake sheets
of paper until they are aligned into a uniform
pile.
JUSTIFY: Composing
lines with extra space so that they all begin or end at the
same position.
KEYWORD: Some Web
sites allow an advertiser to "purchase" a keyword, so that any
user who searches for that word will be delivered an
advertisement from the purchasing advertiser.
KRAFT: Brown paper or
board made by the sulfate process and containing unbleached
wood pulp.
LACQUER: A clear
(usually shiny) coating of resin or a solvent used to protect
a printed sheet or improve its appearance.
LAMINATION: Bonding
plastic film, with heat and pressure, to protect or enhance
the appearance of a printed sheet.
LASER: An intense,
focused beam of low-bandwidth light used to produce electronic
images for digital imaging devices. Laser is an acronym for
Light Amplification by Stimulated Emission of
Radiation.
LAYOUT: In design, a
sketch showing the way various elements of a printed piece
should appear; a sheet indicating the settings to be used by a
step-and-repeat platemaker.
LEGACY DATA:
Information about its products, services, revenues,
operations, expenses, etc., accumulated by a company, often
prior to widespread Internet use, or even prior to the
company's adoption of computers. Converting legacy data to a
form that can be analyzed or repurposed is a major challenge
for many businesses.
LIGHTS OUT: A
fully automated system under which one company's computer
places an order with a supplier's computer, without human
intervention (e.g., as soon as inventory drops below a
prescribed level).
LINKS: Files
that can be accessed by clicking the mouse on an icon or
underlined piece of text.
LINE COPY: Material
that can be reproduced adequately without halftone
screens.
LINEAGE: Either the
number of agate lines of space that an advertisement takes up,
OR the total volume (in agate lines) contained in a medium or
used by one or more advertisers.
LOGO (OR LOGOTYPE): A
standardized pattern for an advertiser's symbol, name or
trademark; originally, the logotype was cast as a single piece
of metal for printing.
LOYALTY PROGRAMS:
Programs, modeled on airline frequent flyer programs, that
offer presents, discounts, preferential treatment, or other
incentives to repeat or high-bulk customers.
MAGAZINE: A
periodical; if in print, usually bound and published at least
once a month.
MAGENTA: One of the
basic inks used in four-color printing; it reflects or
transmits blue and red light and absorbs green
light.
MAILBOX: An
automated e-mail server that responds to requests for
information without human interaction; used, e.g., to give
potential customers additional product or rate
information.
MAIL ORDER SELLING:
Marketing technique relying on advertising and mail follow up;
customers submit orders by mail and do not buy through retail
outlets or personal solicitation.
MAIL SUBSCRIPTION,
INDIVIDUAL: A type of paid circulation; it's a paid
subscription that is served by mail as opposed to net single
copy sales or mail subscription specials.
MAIL SUBSCRIPTION,
SPECIAL: A type of paid circulation; copies of a
business publication served on a subscription basis in
quantity (five or more for business, 11 or more for general
magazines). The subscription sells at its basic subscription
price. A business concern pays for the subscriptions, which go
to employees and branch offices.
MARKET ANALYSIS (ALSO CALLED
MARKET SURVEY): A type of commercial research that
measures and evaluates possible or actual sales of a product.
It differs from marketing analysis or marketing research,
which study methods of selling and promoting the
product.
MASK: An intermediate
negative or positive used for color correction of color
separation photography; or opaque substances applied to open
areas of an offset lithographic printing plate during
exposure.
MASTHEAD: A summary
of a publication's identification and ownership; it usually
appears on the same page as the Table of Contents.
MECHANICAL: Layout
paper or board showing the position and size of elements of an
advertisement or print page, prepared for reproduction.
Originally, separate elements were assembled on paper and
glued together; today, the process is usually done
electronically with a program such as PageMaker or
QuarkXPress.
MECHANICAL
REQUIREMENTS: A heading on a rate card that
explains the publication's specifications for matters, such as
plate size number and width of columns, screen of halftones,
etc.
MEDIA: Methods of
communication, such as print, TV, radio and the
Internet.
MEDIA SURVEY: A
survey to measure the penetration of a particular medium into
one or more markets.
MEGABYTE (M, MB, MEG, OR
MBYTE): A measure of bytes of digital information.
Although the term is often used to refer to a million bytes,
technically a megabyte equals 1,024 kilobytes (kb): 1,048,576
bytes in all.
MERCHANDISING: All
the functions involved in buying and selling goods (sometimes
defined to exclude advertising and salesmanship), including
adjusting purchases to sales possibilities and product
planning for profitable distribution; OR any activity that
enhances the effectiveness of advertising or other promotion,
especially by bringing it to the attention of influencers who
might otherwise overlook it. In this sense, merchandising
includes ad preprints and reprints, dealer lists, enlargements
of ads for point-of-sales display, etc.
MERCHANDISING
SERVICE: Publication services that enhance
advertising effectiveness by translating it into advantages
for dealers, retailers, and salespeople and extending the
message to additional circulative channels. Direct mail and
advertising in point of sale displays are examples of
merchandising service.
METRICS: Means
of measuring traffic to and within a Web site, for instance,
so advertisers can determine the effectiveness of their
on-line ad spending.
MIDDLE TONES: In a
photograph or reproduction, the range of tones between
highlights at one end and shadows at the other.
MICROPAYMENTS:
Payments of a few cents to a few dollars (for instance, for
access to an on-line database of news articles; for purchase
of small items) that are uneconomical to handle using
conventional credit card processing, and therefore require
measures such as digital cash.
MOIRE: An undesirable
watered-silk effect that occurs in color process printing when
overprinting halftones are used at incorrect screen
angles.
MONTH PRECEDING: The
month before the publication date of a magazine or other
publication; used for specifying the closing dates for
advertisements.
MULTICASTING:
Use of specialized software to distribute high-bandwidth
content, such as events and radio programs, to users with
sophisticated computer hardware.
MYLAR: Strong,
dimensionally stable polyester film used for stripping
positives for offset printing.
NEGATIVE:
Photographic film that is the source of the positive, final
picture. Images are reversed on a negative, mirror-wise, left
for right, so that type appears backward. White areas of the
finished image appear in black, and black areas appear in
white.
NET: The amount that
the advertising agency pays to the advertising medium, after
deducting the agency commission.
NET PAID CIRCULATION:
An audit classification that consists of the average number of
mail subscriptions that are paid for by the purchasers and not
for resale, plus net single copy sales. The publisher decides
whether or not to include arrears in the calculation of paid
mail subscriptions.
NET SINGLE COPY SALE:
Sale of a publication through newsstands and other retail
outlets, minus returns; mail distribution is not
counted.
NEW MEDIA:
Originally used to mean CD-ROMs, now used for all kinds of
electronic communications media, such as Web sites, broadcast
e-mail and Webcasting.
NEWSPRINT: Coarse
paper, containing a high proportion of groundwood pulp to a
low proportion of chemical pulp; used to print newspapers
(which do not require archival-quality paper).
NON-PAID CIRCULATION:
Complimentary copies of a publication sent to individuals in
the field served by the publication and who meet the
requirements of qualified circulation.
NON-QUALIFIED
DISTRIBUTION: Circulation which fails to conform to
the definition of recipient qualification and/or field
served.
NON-QUALIFYING
ACTIVITY: Failure to transmit a requested document,
or transfer of a requested document if it appears that the
browser was not in use; non-qualifying activity is deducted
from reported figures of Web traffic and user
interaction.
OFF-PRESS PROOFS:
Proofs made by photomechanical or digital methods, to save
time and money as compared to press proofs.
OFFICIAL ORGAN: A
periodical that serves to disseminate the viewpoint of an
association or group that exists for purposes beyond
publishing that periodical.
OFFSET (OFFSET
LITHOGRAPHY): A printing process that uses an
intermediate blanket cylinder to transfer the image from image
carrier to substrate.
ONE-TIME RATE (ALSO KNOWN AS
OPEN RATE): The advertising charge for a single
insertion, or a flat rate for any amount of space and any
number of insertions. The one-time rate is not subject to any
discounts.
OPACITY: The extent
to which it is impossible to see through a paper stock; the
more opaque the stock, the less printing on the reverse side
or the next sheet will show through.
OPT-IN AND OPT-OUT MAILING
LISTS: Persons on an opt-in mailing list receive
E-mail only if they specifically agree to get it. E-mail is
sent to persons on an opt-out list unless they specifically
ask to be removed.
OUTCOME-BASED
PRICING: Method of charging for Web advertising,
under which payment is based on actual customer inquiries or
other outcomes desired and specified by the advertiser.
Payment is not based on the total number of persons viewing
the advertisement or doing anything other than responding as
stipulated.
OVERRUN: The number
of copies printed over and above the number specified for the
job.
PAGE MAKEUP: Assembly
of all elements within a page, whether this is done by
stripping or digital imaging
PAGE VIEWS (ALSO KNOWN AS
PAGE REQUESTS): The number of times a Web page is
requested from a server. This has replaced hits (see above) as
the preferred metric for estimating Web traffic.
PAID CIRCULATION:
Copies of a publication which have been paid for by the
purchasers for their own use (not for resale) and are sent to
the field served.
PAID SUBSCRIBER:
Someone who buys a publication under a term contract that
satisfies the established rules for paid
circulation.
PAID-ON-DELIVERY
SUBSCRIPTION: A term subscription, for which the
price for each issue is collected when the issue is delivered.
If an advance payment is made with the order, the prorated
balance is collected when each issue is delivered.
PDF (PORTABLE DOCUMENT
FORMAT): Computer software for controlling the
appearance of Web site content; PDF makes it simple to
duplicate the fonts, spacing, etc., of a printed
piece.
PERFECT BINDING: The
method of binding a publication so that it opens flat (for
instance, a telephone directory), unlike side stitching (also
known as saddle stitching).
PERMISSION
MARKETING: Delivering advertising messages to Web
users who have agreed in advance to accept these messages in
return for receiving value, such as on-line gaming or free
e-mail.
PICA: A unit of
measurement used in typesetting; a pica is about one-sixth of
an inch.
PICKING: Lifting the
paper surface during printing, caused by the tack (pulling
force) of the ink exceeding the surface strength of the
paper.
PIGMENT: Fine
particules used to give printing inks color and govern their
opacity.
PILING: Accumulation
or caking of printing ink on rollers, plate, or blanket,
preventing the ink from transferring freely. Accumulated paper
dust or coating on an offset press blanket is also called
piling.
PIN: Personal
Identification Number; used to make sure that the user of a
smart card is the authorized user, and to avoid the need to
make credit card information available over the
Internet.
PIXEL (PICTURE
ELEMENT): The basic unit of digital imaging; a
single dot used in a raster format.
PORTAL: Site,
such as a search engine, that is the user's first point of
contact with the Web during a particular session. Portal
owners hope that they can add interesting content to their
sites, so that users will spend more time at the portal site,
and will absorb advertising messages from the portal
site.
PASS-ALONG AUDIENCE:
Persons other than the primary audience, who have some
exposure to the content of a publication (for instance, when a
magazine is circulated within a department).
PLATE CYLINDER: The
part of a press to which the plate is mounted.
POSITION PROOF: A
color proof used to make sure that image elements are in the
right place, correctly laid out, correctly colored,
etc.
POSITIVE: Projectable
film that is made from a negative, but which shows black areas
in black and white areas in white. The term is also used to
mean an image that is not reversed. A mat or matrix is
positive, but a stereo is negative.
POST EXPIRATION
COPIES: Copies sent to subscribers for up to three
months after the subscription expires. Such copies (formerly
referred to as arrears) are still counted as paid
circulation.
POSTSCRIPT: A
digitized description of the text and graphic elements of a
page and now they fit together; a page description languge
used to prepare material for printing.
PREFERRED POSITION: A
choice advertising location that is billed at a premium
price.
PREFLIGHT: Analyzing
or testing the individual components of a digital prepress job
- for instance, what disk format the data is in; the color
gamut and breaks; the screen fonts, image files, page sizes,
crop marks and print driver.
PREPRINT: Copies of
an advertisement made before actual magazine or newspaper
publication. This is done to give the campaign earlier
publicity, especially by alerting distributors.
PRIMARY AUDIENCE: The
first persons to receive a publication (e.g., the individual
subscriber); the individuals for whom the publication is
edited.
PROMOTION COPIES:
Copies sent to potential advertisers and their
agencies.
PUBLISHER'S INTERIM
STATEMENT: A publisher's certified circulation and
distribution statement, made when the publisher has chosen a
period other than the regular six months for a normal
Publisher's Statement. The statement is issued unaudited but
subject to audit. This term is not applicable to
BPA.
PUBLISHER'S
STATEMENT: A certified statement of circulation and
distribution data for a six-month period. The publisher issues
this statement unaudited by subject to audit.
QUALIFIED
CIRCULATION: Paid plus nonpaid copies sent to the
field served, so that recipients (subject to normal removals
and additions) receive every issue of the publication. The
field served, recipient qualification and classifications
(business and/or occupational) must be verified by auditable
documentary evidence no more than 36 months old.
QUALIFIED RECIPIENT:
Recipients who receive every issue of a publication, based on
meeting the publisher's recipient qualifications within a
field served.
QUANTITY DISCOUNT: A
price allowance for volume purchase at one time or within a
specified period of time; often used with regard to
advertising.
R.O.P.: Stands for
run-of-paper position; the publisher determines the location
in the publication where the advertisement will run. The
advertiser does not get to specify the position.
RAGGED LEFT/RIGHT:
Setting type that is justified on one margin, but "ragged"
(unjustified) on the other.
RASTER: A
computer format for displaying images in which the images are
made up of pixels (multiples of very small dots).
RATE CARD: An
advertising medium's space or time rates, often printed as a
card or folder, including mechanical requirements and closing
dates. All rate cards are summarized in SRDS.
RATIO: The
number of Click/Ad Interactions divided by the number of Ad
Impressions.
READERSHIP: Either
the varying extent to which the editorial and advertising
parts of an advertising medium are read; OR the ratio of
actual readers or viewers of a medium to its total
circulation. Readership can also be defined as the ratio
between actual readers and the estimated number of persons who
see the medium. Multiple or pass-along readership means a
ratio of 2:1 or greater.
READERSHIP SURVEY:
Determination of the extent to which a particular element
within a publication (especially an individual advertisement,
or advertising in general) is read.
REBATE: Refund of an
advertising payment because less space was used than
originally charged for; OR refund (including advertising
payments) because of error or reduced circulation.
REFLECTION COPY:
Photographs, drawings or other material that is seen by light
reflected from its surface, and therefore, must be
photographed that way.
REGISTER: Printing
two or more images (e.g., colors in a picture) so that they
are in perfect alignment.
REGISTER MARKS:
Symbols (usually crosses) placed on copy that is to be
photographed; used to align colors or films.
RELATIONSHIP
COMMERCE: Marketing techniques focusing on
long-range continuation of the supply chain relationship,
whether through conventional or E-commerce.
REMOVALS: The names
of individuals or companies taken off a publication's mailing
list.
RENEWALS:
Subscriptions that are renewed before expiration, at
expiration, or no later than six months after
expiration.
REPURPOSING:
Taking material developed for print media (e.g., brochures and
print ads) and reconfiguring it to work in electronic
formats.
REQUEST: A Web
user's connection to a site, if the connection is successful.
Requests are different from hits because the hit count
includes errors and other unsuccessful attempts to
connect.
RESOLUTION: The
number of dots per inch (dpi) in an electronic image; the
higher the number, the better the quality of the
image.
RGB (RED, GREEN,
BLUE): The additive primary colors used by scanners
and display devices; OR the color space or mixing system used
by computer monitors.
RUN OF NETWORK:
Advertising that can be placed anywhere in a Web site, at the
option of the entity maintaining the site; the advertiser does
not get to specify placement.
SADDLE-STITCHING: A
binding method that staples pages, sections or signatures
together with wire from the outside fold along the fold to
center spread. See Side Stitching.
SCALABILITY: The
ability of a system (e.g., for handling electronic commerce)
to cope with greatly increased traffic - such as traffic
driven by an effective marketing campaign.
SCANNER: Electronic
device used for color separations and to correct
tones.
SCREEN: The number of
cross-ruled lines per inch in a halftone. A coarse (50-65)
screen is used for newspaper reproduction; a fine (120-133)
screen for periodicals.
SCREEN ANGLES: The
relative alignment of halftone screens used to prevent more
patterns. The angles black 45 degrees, magenta 75 degrees,
yellow 90 degrees, cyan 105 degrees, are often used for this
purpose.
SCREEN DENSITY (OR SCREEN
PERCENTAGE): The degree of coarseness or fineness
of the halftone screen.
SEARCH ENGINE:
Computer software that goes through a document, Web site or
the entire Web to find materials that contain a particular
word or phrase.
SEPARATIONS: A
negative separation is a negative created by filtering color
copy to separate it into its basic colors; a color separation
is created by using color filters (or applying acid-resistant
paint to the plate) to isolate the parts of an illustration to
be printed in each color, thus creating a separate negative
for each color.
SERIF: In type
design, the lines and strokes at the ends of letters or parts
of letters. A typeface that does not have these lines and
strokes is called a sans serif face. The entries in this
Dictionary/Webtionary are set in sans-serif faces; this is a
serif face.
SERVER: A computing
device that interchanges data among other devices on a Local
Area Network (LAN) - for instance, a file server, disk server
or printer server.
SESSION: All
actions performed by a Web user from the time he or she
connects to the Web to the time he or she logs off; a session
may involve visits to several sites.
SET: A protocol
developed by major financial institutions for secure
electronic commerce: i.e., for ordering and paying for
merchandise over the Internet without compromising the
securing of the purchaser's credit card
information.
SET-TOP BOX: A
hardware device that connects a television set to a cable
company; can be used for Internet access, as well as receiving
television broadcasts.
SGML (STANDARD GENERALIZED
MARK-UP LANGUAGE): A computer standard for marking
up text and classifying text elements, such as various kinds
of headings and graphics.
SHADOW: The darkest
areas in a photograph, reproduced using the largest halftone
dots.
SHARPEN: To decrease
color strength by reducing the size of halftone dots; the
opposite of "dot spread" or "dot gain."
SHOPPING CART: A
feature on a transactional Web site that allows users to
tentatively identify items they might want to purchase; users
"edit" the content of the shopping cart before making a final
order.
SHORT RATE:
Adjustments to advertising costs made in an advertising period
in which the advertiser uses less space or time than
contracted for. Short rates apply only when the rate is not
flat, but permits lower, discounted rates based on frequency
or total volume.
SHOW-THROUGH: A
printing problem that occurs when printing on the back of the
sheet can be seen on the front of the sheet under normal
light.
SILICON ALLEY:
New York City's new media industry; in contrast to Silicon
Valley, more involved in content development than
technology.
SILICON VALLEY:
California's new media industry; in contrast to Silicon Alley,
more involved in technology than in content
development.
SKID: Platform used
to store piled-up cut sheets of paper.
SMART CARD: A
card that can be inserted into a computer, or a special
"reader" attachment to a computer. Smart cards can be used as
digital wallets if the user pays to have value added to the
card; value is then deducted whenever the card is used to make
a payment.
SPAM:
Unsolicited e-mail.
SPIDER: A type
of software used for doing searches on the Web.
SPIRAL BINDING:
Method of bookbinding, using a coil of wire inserted through
holes on one side.
SPLASH SCREEN: A
graphically dominated initial screen (e.g., corporate logo)
that is the first thing that a user sees when accessing a
particular Web site.
SPLIT RUN: A way to
test factors (especially copy) within an ad for comparative
effectiveness by removing all variables except those to be
tested. Two or more advertisements for the same product or
service are inserted, in equal numbers, in the same issue or
run of a newspaper or magazine, usually equal in space or
position.
SPONSORED SITE:
A Web site that is paid for in whole or part by an advertiser,
much as an advertiser might sponsor a TV or radio
show.
SPONSORED
SUBSCRIPTIONS: Subscriptions obtained through
cooperation between a publisher and a not-for-profit
organization (such as a school, church, civic, charitable or
fraternal organization). The publisher donates a percentage of
the subscription price to the organization.
SPREAD (ALSO CALLED DOUBLE
SPREAD OR DOUBLE TRUCK): An advertisement designed
to occupy two facing pages as a single unit or space. The term
is also used for two pages printed from a single plate that
are not separated by a gutter (inside margins). Therefore,
saddle-stitched publications can only have one spread, the
center spread. The term is also used to describe
advertisements that use the gutter space, even if they are not
printed from the same plate. A two-page advertisement
employing the gutter space is described as two pages
facing.
STARCH RATING:
Readership ratings for magazines and newspaper advertisements,
to measure which are noted, seen-associated and read most.
So-called because conducted by Roper Starch
Worldwide.
STATEMENT: A summary
of circulation data made by publication data. A statement is
not audited, unlike the audited reports producted by the Audit
Bureau of Circulations, Business Press Publications Audit, and
Verified Audit Circulation.
STATIC WEB PAGE:
Page on a Web site whose content does not change until the
entity sponsoring the Web site edits the computer
files.
STOCHASTIC SCREENING (FREQUENCY
MODULATED, OR FM, SCREENING): A digital process for
turning images into very small dots that are all the same
size, but are variably spaced.
STOCK: Material
(usually paper) that is the surface for printing.
STREAMING MEDIA:
Non-text files, such as sounds, animation and video, that can
be viewed or listened to shortly after the downloading process
begins, because it is not necessary to download the entire
file before viewing it or listening to it.
STRIPPING: Putting
negatives or positives together on a flat to make up a page or
a platemaking layout.
SUPERCALENDER: Part
of the papermaking process; a stack (not part of the
papermaking machine) that alternates metal and resilient rolls
to give the paper a high finish.
SUPPLY CHAIN: The
entire group of businesses that provide components, products
and services for use in manufacturing or for
re-sale.
SWOP: Specification
for Web Offset Publications; minimum standards for print
quality.
T.F. (TILL FORBID):
Instructions to run an advertisement until notice is given to
stop.
T.F. (TO FILL):
Instructions to set a submitted piece of copy in whatever type
size will fill the space indicated in the layout.
T.F. (TO FOLLOW): An
instruction indicating that copy is still to come.
TABLOID: A newspaper
or business paper whose format is smaller than a regular
newspaper. The type size page for a tabloid is usually 14
1/4", or 200 lines, deep, by 5 columns (10 1/4")
wide.
TACK: A
characteristic of printing ink that describes cohesion between
particles; the tackier the ink, the higher the separation
forces and the more likely that paper will be split or that
surface picking will occur.
TAGGED IMAGE FILE FORMAT
(TIFF): A format for storing and displaying
graphics, especially photographs and grayscales; often used
for large scanned images.
TEAR SHEETS: Pages on
which an advertisement appears, removed from the publication
for use as proofs of insertion, to study the advertisements or
for other purposes.
TELL-ALL COPY: An
advertising technique (especially popular in business paper
advertising) that puts all the operational data and
information needed to make the purchase decision into the
advertisement.
TERRITORIAL
DISTRIBUTION: Breakdown of circulation required for
all U.S. business publications. It is also required for
Canadian business publications with 35,000 or more U.S.
circulation. A breakdown by Canadian province is required for
all Canadian business publications and for U.S. business
publications with Canadian circulation of 35,000 or
more.
TEXT: The main body
of content in a printed piece, as distinguished from the
headings.
THERMAL PRINTERS:
Printers that use a digitally driven heated print head and an
inked transfer sheet to place images on the page.
TIME DISCOUNT:
Discount given to an advertiser based on frequency or
regularity of inserting advertisements in a publication;
similar to quantity discount.
TINTS: Variations in
the strength of tone for printing solid colors.
TIP-IN: An insert or
single sheet in a bound book or periodical, fastened by a
hinge rather than a wraparound; OR a separately produced page
fastened into a book, periodical or brochure with a thin strip
of paste on its inside edge.
TISSUE OVERLAY: Thin,
translucent paper used to protect mechanicals and other
artwork, and also as a place to indicate color break and
corrections.
TOTAL NET PAID: All
classes of circulation for a publication for which the
ultimate purchasers have paid in accordance with the standards
set by rules. This includes single copy sales, mail,
subscriptions and specials. It is reported both including and
excluding bulk.
TOTAL PAID: All
classes of a publication's distribution for which purchasers
have paid in accordance with standards set by the
rules.
TRADE PUBLICATION: A
publication that serves a specifically definable industrial,
business, service or professional audience.
TRANSACTIONAL
SITE: Site from which users can actually place
orders for purchase of goods or services; usually done by
filling out an electronic form on the site, including shipping
and credit card information.
TRAPPING: Printing a
film of wet ink on a piece that has already been printed. In
dry trapping, wet ink is applied over dry ink; in wet
trapping, the previously printed ink is still wet. In
prepress, the term means the extent to which overprinting
colors overlap so that there are no white lines between the
colors.
TWO PAGES FACING: Two
advertising pages opposite one another; there is no printing
in the gutter space between them.
TWO-COLOR PROCESS: A
reproduction process that achieves a full-color effect with
use of two plates printed in contrasting colors.
24X7: The market
advantage of Web sites, which are open 24 hours a day, 7 days
a week.
UCR (UNDER COLOR
REMOVAL): Reducing the color of neutral areas in
which all three colors overprint in process multicolor
printing, while simultaneously increasing the black film
correspondingly. UCR improves trapping and can cut down on
make ready and ink costs.
UNIQUE USERS:
Number of people who access a Web site during a particular
time period, no matter how many files they request during
their visit to the site (i.e., no matter how many hits each
one represents).
UNIT AUDIT: An
audited report that attests to the accuracy and validity of
the number of units, plants or establishments asserted to be
served by that publication.
UNPAID COPIES:
Circulation or distribution either without charge, or at a
price below the amount that counts as paid under the
established rules.
UNPAID DISTRIBUTION:
In the ABC report, four categories of distribution: rotated or
occasional; allocated for shows and conventions; advertisers'
and agencies' checking and promotional copies; and
miscellaneous (including staff copies). It is reported by
averages for the six-month period covered by the relevant
report.
-UP (E.G., TWO-UP OR
THREE-UP): The number of pages that can be imposed
at once on a sheet of paper large enough to take advantage of
the full capacity of the press.
URL (UNIFORM RESOURCES
LOCATOR): The Web equivalent of an address or
telephone number. Most URLs begin with <a href="http://
(because the computer has to use the hypertext transmission
protocol to get the files) www (for World Wide Web), followed
by the name of the site, e.g., bigbiz.com. (Commercial sites
use the suffix .com; educational institution sites use .edu,
and government sites use .gov).
UV INKS: Solventless
printing inks, commonly used in screen printing, flexographic
printing, and narrow web letterpress. Their distinctive
feature is that they are cured by UV radiation.
VACUUM FRAME: A
platemaking device using a vacuum to keep copy and
reproduction material together during the exposure.
VALUE
PROPOSITION: Advantages that a marketer's products
or services provide to the potential customer, creating an
incentive for the potential customer to buy.
VECTOR: A
computer format for displaying images in the form of lines
(unlike a raster format, which displays images as a collection
of small dots).
VELLUM FINISH: A
textured paper finish that is relatively absorbent and
promotes rapid ink penetration.
VIGNETTE: An
illustration whose background gradually fades away to blend
into the paper substrate.
VISIT: All the
actions that a user performs (such as moving from one file to
another) at a Web site during a particular contact with that
Web site.
WASHUP: Cleaning a
printing press, involving the rollers, form or plate, and
perhaps ink fountain.
WATERLESS PRINTING:
An offset method using special waterless plates that do not
require dampening.
WEB: A roll of paper
used in web or rotary printing.
WEB PRESS: A press
which is fed by rolls or web, not individual sheets of
paper.
WEB TENSION: The pull
applied by a web press on its web of paper.
WEB-SAFE PALETTE: A
collection of 216 colors that can be specified by a designer,
and which display well on Web sites.
WEB TV:
Television set that can be used with a mouse or keyboard to
connect to the World Wide Web, or computer that can receive TV
broadcasts.
WEEKLY VISITS:
The total number of visitors to a Web site in a particular
week; however, it is very possible that some users will view
the site more than once during a week, so this metric often
contains much duplication.
WITH THE GRAIN: The
direction of folding or feeding paper into a press so that the
grain parallels the blade of the folder or the axis of the
impression cylinder.
WORK AND TUMBLE:
Printing one side of a sheet of paper, then using the same
side guide and plate to print the back, after turning the
paper from gripper to back.
WORK AND TURN:
Printing one side of a sheet of paper, then using the same
gripper and plate, but the opposite side guide, to print the
back. Proper layout and imposition of a mechanical depends on
whether the piece will be printed work and turn or work and
tumble.
WWW: World Wide Web;
the part of the Internet that can be accessed using a
Graphical User Interface (GUI) and the HTML (hypertext mark-up
language).
WYSIWYG: Acronym
for "What You See Is What You Get"; the degree of resemblance
between what appears on a computer screen and what actually
prints out.
XEROGRAPHY: A copying
process whose image derives from a corona charged
photoconductor surface and dry or liquid toner that adheres
electrostatically to paper or other printing medium to create
an image.
YELLOW: A subtractive
primary color used as a four-color process ink. It reflects
red and green light and absorbs blue light.
ZINE: An on-line
magaZINE.
