Alliance for Audited Media (AAM)
AAM is a non-profit organization supported jointly by publishers, advertising agencies and advertisers with the purpose of verifying the circulation statements of member publishers.
AAM Report (Alliance for Audited Media Report)
For The Seattle Times, a full Audit report is done annually for the period ending March 31, while compilations of Publisher’s Statements from March and September are published twice a year. This differs from the FAS-FAX Report, which includes all U.S. daily papers, and covers either audits or publishers’ statement data.
Free software from Adobe that can read PDF files.
Advertising Checking Bureau (ACB)
A profit-making organization specializing in the verification of co-op advertising and sending tear sheets to general or national advertisers.
Total number of individual advertisements.
The arrangement of text in a column (i.e. flush right, flush left, centered or justified).
Part of the image source tag in HTML. If a visitor to a website chooses not to view graphic images on a web page, the alternative text from the alt tag will be shown. Screen readers used by the visually impaired also use alt tags to determine the type of content on a web page.
A GIF graphic file containing two or more images shown in a timed sequence to give the effect of motion.
Animation is the creation of a timed sequence or series of graphic images or frames together to give the appearance of continuous movement.
Any visual image, such as a photo or drawing, intended for reproduction.
American Standard Code for Information Interchange. An ASCII file contains only plain text and basic text-formatting characters such as spaces and carriage returns; it does not contain graphics or special character formatting.
ASP (Active Server Page)
A dynamically generated Web page, generally using ActiveX scripting. When a browser or search engine spider requests an ASP page from a server, the server generates the web page with HTML code.
The number of people or households (often adults 18+) who are exposed to a medium or advertising message.
The average number of times a household or person is exposed to an advertising message within a specific period of time.
Average Quarter Hour
A broadcast term that reflects the number of people (of any age) listening or viewing during a typical 15-minute period.
The amount of information your Internet connection can carry.
A standard size graphic image (static, animated or rich media) placed on a Web page, typically as an advertisement to generate sales or brand awareness.
A group of individuals or items used as a standard of reference because their characteristics fall under a certain set of specifications; for example, adults age 25 to 54. This number will equal 100 percent.
A visual effect added to a graphic image that gives the appearance of a raised edge.
A graphic image composed of a pattern of dots.
Bitmap image (bmp)
A graphic image stored as a specific arrangement of pixels for Web use, also known as raster graphics. Common types of bitmap graphics are GIF, JPEG, Photoshop, PCX, TIFF and PNG.
When design extends to and off the edge of the paper, with no border. In print design, the image must extend off the edge of the page. The art is then printed on larger-size paper, and the printed page is trimmed to the desired size.
The main text of an ad that excludes headlines, subheads, etc.
Just as a paper bookmark is used as a reminder of the page where you left off in a book, electronic bookmarks are bring you back to a specific Website or Web page. Microsoft Internet Explorer uses the term “favorite” instead of bookmark.
An application used to view, manage and access web pages by interpreting HTML code. Web pages display websites slightly differently, depending on the brand and version of the browser.
Earliest Sunday edition, printed Friday evening for early Saturday distribution to retail outlets. At The Seattle Times, this product is called the Advance Edition.
Commercial activity that aligns a brand with a cause or nonprofit organization to boost awareness and benefit both the cause and the brand.
In print, the number of copies sold or distributed, as contrasted with readership, which includes the number of readers regardless of how they obtained the newspaper.
Stands for the colors Cyan-Magenta-Yellow-Black. In print design, colors are defined as a percentage of each of these four colors. For example, the CMYK abbreviation for the color black is 0-0-0-100.
CSA (Consolidated Statistical Area)
As defined by the U.S. Census Bureau, the Seattle-Tacoma-Olympia CSA includes King, Snohomish, Island, Kitsap, Mason, Pierce, Skagit and Thurston counties.
The process of optically “breaking apart” colors in the original into four separate black-and-white photographic records, each of which is a map detailing how much each of the four inks (cyan, magenta, yellow and black) are needed to print a color reproduction.
The order in which inks must be placed on the paper during the printing process. Usually cyan, magenta, yellow and black, but this ordering may vary with the color system.
Generally, a one or two-color combination or ink in varying densities applied over type or subject to attract attention. Could be a full tint when the black is eliminated to allow the color to print.
A method of packing data in order to reduce download time. JPEGs are generally compressed graphics files. Most images used on the Web are compressed using software that reduces as many colors in the color palette as possible, while still retaining the maximum quality of the image.
A small file placed on your computer/Web browser by a Web server. Cookies are used to identify website users/visitors and prepare customized content for them.
Advertising in which two or more advertisers pool funds or in which a national manufacturer pays all or part of the costs of advertising designed to sell his product in a local store.
Unit of measure on which an ad’s size is determined. A standard page is composed of six columns in width.
An ad that measures one column wide and one inch high is said to measure one column inch. An ad’s total column inches are determined by multiplying its columns in width by its inches in height. For example, an ad 2 columns wide and 5 inches high is 10 column inches.
The demographic makeup of an audience.
Educational or entertaining, substantive content that engages a target audience without doing a sales pitch.
An agreement under which an advertiser contracts to use a minimum amount of advertising for a stated period of time.
The amount of separation of tones in a photograph. The quantitative difference between light and dark.
Any furnished material (typewritten manuscript, pictures, artwork, etc.) to be used in the production of printing.
Cost Per Point
A measurement of cost-effectiveness; cost of reaching one percent of a target audience.
CPM (Cost Per Thousand)
A figure used in comparing or evaluating cost efficiency of media schedules; it is determined by dividing the cost of the ad spot by the number of people in the particular audience and multiplying it by 1,000.
To trim a photo or illustration. Cropping is used to fit a specific area, enhance a photo’s features or eliminate the non-essential parts of a photograph.
The process by which two or more factors (demographics, media usage, or shopping habits) are interrelated for purposes of comparison.
Taking a job, such as creating content, that is normally performed by an employee and outsourcing it to a subset of the general public.
Abbreviation for Cascading Style Sheet, a feature of HTML. With Cascading Style Sheets, Web designers and end users can create style templates (sheets) that specify how different text elements (paragraphs, headings, hyperlinks, etc.) appear on a Web page. A Cascading Style Sheet allows all page styles (colors, fonts, layout, etc.) to be placed into one external file, rather than manually formatting each individual page and clogging the HTML code with hundreds of lines of excess coding.
This is the cumulative audience. The number of different people or households exposed at least once to a media schedule or vehicle over a specified period of time, usually one week.
Daily (or weekday)
A newspaper published at least five consecutive days of the week.
A collection of data stored on one central location, the source from which information is pulled to display products dynamically on a website.
The final date for accepting advertising materials to meet a publication or broadcast schedule. Also referred to as closing time, final acceptance time, or placement of schedule time.
A specific population characteristic such as age, income, gender, occupation, etc.
Data gathered, researched and used to identify various consumer market segments.
Difference in the degree of darkness between the lightest and darkest tones of a piece of artwork.
Stands for Dynamic Hypertext Mark-up Language. DHTML is an advanced form of HTML that allows web pages to react to the end users’ input, for example, displaying a Web page based on the user’s type of browser or computer.
Typographical ornaments such as bullets, arrows and check marks, usually used for design emphasis within text.
A directory (such as Yahoo, commonly mistaken for a search engine) depends on people for listings. The main difference between a search engine and a directory is that a directory does not make use of a spider or robot. One of the defining characteristics of a directory is that it is usually divided into categories and is manually updated by a human, not a computer.
“Box” ads appearing anywhere in the newspaper except within the classified single column linear ads. Usually contain artwork in addition to text copy.
The text as it appears on the screen or in printout with field tags and file markers invisible. Hypertext links are visible because they are used to “jump” between related sections of the text.
To display a full-color graphic image on a 256-pixel monitor, computers must simulate the colors it cannot display. Dithering accomplishes this by combining pixels from a 256-color palette into patterns that approximate other colors. At a distance, the human eye merges the pixels into a single color. Up close, the graphic image may appear pixilated.
DMA (Designated Market Area)
As defined by Nielsen as a broadcast signal range, the Seattle-Tacoma DMA includes King, Snohomish, Chelan, Clallam, Douglas, Grays Harbor, Island, Jefferson, Kitsap, Lewis, Mason, Pacific, Pierce, San Juan, Skagit, Thurston and Whatcom counties.
Stands for Domain Name System, which translates URL text addresses (such as seattletimes.com) into a numeric Internet address (such as 188.8.131.52).
A Web page created specifically for search engine listings, also known as a bridge page or gateway page.
The individual element of a halftone.
A gain (or loss) in the halftone dot caused by ink bleeding or spreading as it is absorbed by the paper. The result is darker or muddier printed images.
A two-page editorial or advertisement which extends over the center spread of a section or publication. It is the double-page, or centerfold, of a section. There is only one double truck in a section.
Stands for dots per inch. DPI specifies the resolution of an output device, such as a printer or printing press machine. The more dots per inch, the better the print quality. (For information on digital device measurements, see ppi.)
A navigation menu that “drops down” when clicked. Also known as a pull-down menu.
Shading behind an image or type that gives the illusion of depth.
The application of two colors used together.
The number or percent of people in one media vehicle’s audience also exposed to another media vehicle.
Earned media is the promotion or sharing of your brand by your audience and/or the media, called “earned” because it cannot be bought. Examples of earned media include coverage in local media, reviews and social media shares, and discussion about your brand or branded content.
To add dimension to an image by making it appear raised from a flat background.
Extended Market Coverage (also known as Total Market Coverage). Refers to distribution of an advertising piece to both subscribers and non-subscribers of the newspaper.
A dash equal to the width of a letter M of the point size of a particular font.
EPS (Encapsulated PostScript)
A graphic format supported by Adobe Systems and third-party developers that allows PostScript data to be stored and edited. EPS files will output only to PostScript devices, not to a display screen.
A computer error message meaning “page not found” (on a server).
To save a file in a different format. For example, a Photoshop file may be exported as a JPEG.
To blend and soften the edge of an image.
A marketing term that refers to the ease with which a website can be found online via search engines, etc.
An editable, “Flash” native file.
Animation technology that creates moving graphics on a website. One advantage of Flash animation is its relatively quick download time.
Reversing the direction. For example, if a photo or piece of artwork has an arrow which is pointing in a particular direction and you turn that piece of paper over so it is facing the other direction, it has been flopped.
Align text evenly with a particular margin (flush right or flush left).
A moderated discussion group formulated generally on a demographic basis to determine opinions on products or services through panel questioning. Important for new product introductions and for positioning purposes. Focus groups are a form of “qualitative” research.
Page numbers which appear on each page of the newspaper.
A complete set of text characters in a specific style of type, including the letter set, the number set and all of the special characters. For example, Times New Roman Bold is one font, and Times New Roman Bold Italic is another font, but Times New Roman is a single typeface.
A single graphic image in a sequence of animated images.
In HTML, frames make it possible to break a Web page into separate, scrollable areas.
Software that’s distributed for free on the Web.
Free standing insert. An advertising supplement provided by the advertiser for insertion in the newspaper.
File Transfer Protocol. FTP allows you to send files from one computer to another via the Internet, and is especially useful for sharing files that are too large to be transmitted via email.
Use of all three primary pigments plus black in one advertisement or illustration on a newspaper page. An ad containing cyan, magenta, yellow and black is said to be full-color.
Primary advertising rate for The Seattle Times. Sometimes referred to as the “National Rate.”
Graphics Interchange Format. GIF files are images that have been compressed to reduce transfer time. GIF images display up to 256 colors.
A highlight surrounding an image.
The point at which a website or application is published on the Internet and available to the public.
A gradual transition of colors.
The bottom layer of a Web page on which a graphic can be tiled to create background texture.
A fundamental requirement of color pictures: neutrals in the scene must be neutral in the reproduction. To obtain a neutral scale (gray balance) in the reproduction, with no apparent dominant hue, one must print the correct amounts of cyan, magenta and yellow inks in each step of the scale. Black ink is not used in obtaining gray balance. When gray balance is achieved, the hues of most of the other colors in the picture will be correct.
An application of the color black that simulates a range of shades. In print design, a grayscale image may appear to be black, white and shades of gray, but it uses a single color of ink.
The sum of all exposures to an advertising message in a given advertising schedule.
GRP (Gross Rating Point)
The sum of the ratings of the individual media buys that make up an advertising schedule. It is calculated as the number of spots multiplied by the average rating.
The blank space or inner margin where two newspaper pages come together.
Process that reproduces tone scale in a photograph by creating many tiny dots on a printing plate. Because laser printers and printing presses cannot produce gray, the reproduction of a continuous tone image, such as a photograph, is processed through a screen that converts the image into dots of various sizes to provide the illusion of gray.
The process that converts a continuous-tone image into dots of various size.
A numbering system that uses a base of 16 to identify color on Web pages. The first ten digits are 0-9 and the next six are A-F. For example, the hexadecimal equivalent for the color white is #FFFFFF.
A matching of a search or request. In Internet terms, a hit represents a page impression.
A service that stores a website on a server, allowing it to be accessed via the Internet.
Hypertext Markup Language, a text-formatting system used to create Web pages.
The actual color of an object, measured as a location on a color wheel and expressed in degrees.
H.U.T. (Households Using Television)
A term referring to the total number of households using their TV sets during a given time period.
An electronic connection between one Web page and another. Also known as a link.
Text that, when selected by a reader, retrieves and displays another document.
A definition of links created by HTML code that attaches to a graphic image, making the image clickable with individual links.
A percentage that relates numbers to a base. It is used to demonstrate quickly what is above average (101 or greater), average (100) and below average (99 or less) of a given demographic or consumer behavior.
A static Web page designed, coded and written for a target audience, but formatted for search engine optimization.
An advertising supplement supplied by the advertiser for insertion in the newspaper.
A form that provides descriptive documentation and authorization for a specific advertising schedule. Written instruction from an agency or advertiser telling us when an ad is to run, its size, and other essentials.
To store partial data from a single graphic image in multiple sequences. Interlacing allows an image to partially appear on a screen while the rest of the image loads, rather than having to wait for the image to appear in its entirety.
A Web ad that lays over the screen and requires interaction by the user.
A programming language that allows small applications to be downloaded onto your computer for playback.
Joint Photographic Experts Group, a file format for graphic images. JPEGs are typically used for photos because they allow for more colors than GIF images and are usually smaller in size.
The horizontal spacing between the letters in a word.
Kilobyte, a storage unit that can store 1,024 bytes of information.
A sketch or computer generated sheet which gives the general appearance of the finished printed product or ad, indicating the relationship between text and art.
The vertical spacing between lines of text.
A form of printing in which the raised surfaces of a printing plate are inked and the inked image is impressed directly on the paper.
Copy that can be reproduced without using a screen, such as a pen and ink drawing.
A data compression technique in which the file quality is preserved and no data is lost. Commonly used on GIF images, but can only reduce a file to about half of its original size.
A technique of shrinking file sizes by giving away some precision of detail.
Lines Per Inch.
Mailroom (packaging and assembly)
The area where the printed newspapers are inserted, bundled, wrapped and sent by conveyor to the loading dock and put on trucks for delivery.
Rerunning a corrected ad free for an advertiser because an error was made in the original ad which invalidated its sales message.
The area between the edge of the printed area and the edge of the sheet on which it is printed.
The use of software and technologies that streamlines online marketing channels (such as email, social media, websites, etc.) and automates repetitive tasks to increase efficiency.
To mark a layout or sheet of copy, indicating the choice of typeface, type size, etc.
On the editorial page, listing of newspaper’s name, place and date of publication, and top officials of the company. On a Web page, a graphic image at the top that tells users what page they are on.
MD (Metropolitan Division)
An area classified by the U.S. Census Bureau. The Seattle area MD is comprised of King and Snohomish counties, and frequently listed as Seattle-Bellevue-Everett MD.
A summation of a set of values, divided by the number of cases. The arithmetic mean is commonly referred to as the average.
Paste-up on which some or all elements are camera-ready.
The middle value of a set of values, where half of the measured group is above this value and half is below.
HTML tags that identify the creator of a web page, its HTML specifications and the keywords and description of the page. In online marketing, meta-tags are used in keyword and description tags, which tell the search engines what description to use in their search query results.
Advertising that is communicated via a digital device such as a smartphone, feature phone or tablet.
Undesirable pattern that occurs when two or more halftone screen patterns are photocopied at incorrect angles and then printed one over another.
A special effect for web graphics that changes color or switches to a different graphic image when a cursor is placed over it. Mouseovers can also trigger navigation changes and pop-up windows.
MSA (Metropolitan Statistical Area)
The Seattle-Tacoma- Bellevue MSA is one of 363 MSA markets defined by the U.S. Census Bureau and includes King, Pierce and Snohomish counties. The MSA is one type of a Core-Based Statistical Area (CBSA).
Communication that melds text with graphics, page layout, video, audio, animation, etc.
Multimedia Messaging Service (MMS)
A standard way to send multimedia messages between mobile phones. MMS extends SMS capability to include multimedia content such as photographs, video and audio.
Newspaper Association of America.
See General rate.
Advertiser-supported communication that matches the form and function of the medium on which it appears.
The system used to move through a website, clicking from page to page.
NDM (Newspaper Designated Market)
Defined by The Seattle Times as its core subscriber market, the NDM boundaries are South Everett to the north, King/Pierce county line to the south, Bainbridge Island to the west, and North Bend to the east.
The number of different (unduplicated) persons or households exposed to a specific media vehicle or schedule at least once, usually measured over a specific period of time.
Amount of space for news, features, photographs and graphics.
A tool that defines every U.S. household in terms of 68 demographically and behaviorally distinct types, or “segments,” to help marketers create a consumer portrait of those customers’ lifestyles and purchase behaviors.
A form of printing in which the ink is transferred from a planographic printing plate (a plate having no raised surfaces) to a rubber blanket and subsequently to the paper. Also referred to as lithography.
Connected to the Internet.
Advertising done exclusively on the Web or through email.
A non-contract advertising rate.
A marketing term meaning that the recipient has specifically requested to receive mail or email related to a specific subject.
The dots per inch (dpi) of the output device (high-end image setters can support various resolutions). The higher the screen frequency, the higher is the output resolution required to maintain 256 shades of gray.
Printing one subtractive primary ink over another, producing positive images on a screen background.
The process of producing camera-ready pages entirely on a computer, minimizing or eliminating the need for paste-up.
A reader of a publication who did not actually purchase the publication.
The process of positioning type and artwork on a grid sheet. The grid sheet is the actual size of the paper.
Portable Document Format. Created by Adobe Systems in its software program Adobe Acrobat as a universal browser. PDF files can be downloaded via the Web and viewed page by page, as long as the computer has the necessary plug-in (which can be downloaded from Adobe’s website) installed.
Of, by, or for each individual – literally counted “by head.”
Hypertext Pre-Processor, a server language used to produce dynamic content on web pages.
See 1 Point.
An ad that had already been published and now is to be digitally or manually moved to a new page for repeat publication.
Stands for picture element; the smallest dot you can draw on the screen. A pixel is also a location in video memory that corresponds to a point on the graphics screen when the viewing window includes that location. In a monochrome display, each pixel can be either black or white, so it can be represented by a bit; thus, the display is said to be a bit map. In color or grayscale displays, several bits in RAM may represent the image. In a high-resolution display, each pixel is represented by either two or four bits. Thus, the display is a pixel map instead of a bit map.
Software extensions that provide added capabilities to the browser and enable viewing, hearing, or saving specially formatted files. Most are available for download on the creator’s Web page.
Portable Network Graphics format, used for lossless compression and displaying images on the web. PNG files support images with millions of colors and produce background transparency without any jagged edges. PNG images will not show up on older browsers, and can be comparatively larger in file size than GIFs.
1/72 of an inch. 1 Pica = 12 points. 6 Picas = 1″
Pixels per inch, the resolution of a digital device. Web page resolution ranges from 72-96 pixels per inch. (For information on print device measurements see dpi.)
News sections of the paper that are printed in advance, due to press capacity limitations. Also refers to advertiser-supplied inserts.
A streaming advertising clip that appears prior to a TV or video clip, usually 15-30 seconds in length.
Reproduction of original material which is prepared and run on a production or proofing press using the inks and papers similar to those to be used in the final reproduction.
Data collected through a series of telephone, Internet, mail or personal interview surveys of respondents.
One of the four inks used in process color printing. Preferred name: “Cyan ink.”
In printing, it is the process of applying or separating the three secondary subtractive colors or Cyan, Magenta, Yellow (and black for detail) in any combination in order to simulate all colors in the visual spectrum.
One of the four inks used in process color printing. Preferred name: “Magenta ink.”
One of the four inks used in process color printing.
Progressive proofs (Progs)
A series of color proofs showing each single color, then each color in combination with each other color, and finally a four-color simulation.
The extension of data derived from a scientifically sampled survey to a total population or universe.
A reproduction of news or advertising made to permit checking the accuracy or completeness of the work.
A research study initiated by a sponsor who then has private ownership of the results.
A Photoshop native file.
The chief executive and often the owner of a newspaper or other publishing enterprise.
A search request that is submitted to a database (such as a search engine database) to find specific information that meets the search criteria.
Quick Time Video
Apple technology (available for Macintoch and Windows computers) that allows video, digitized sound and music, 3D and virtual reality to be viewed on a website.
A button in an online form that allows the user to choose only one answer from a selection of possible answers. A radio button is different from a check box, which accepts multiple checked items at one time.
The percentage of individuals or homes exposed to a particular media vehicle.
The number or percent of a potential audience exposed to an ad or media vehicle one or more times within a given period.
Readers per copy
The average number of readers of one copy of a magazine or newspaper.
The people that read an issue of a publication, regardless of how they obtain the copy.
Crosses or other devices applied to original copy prior to photography. Used for positioning negatives in register or for register of two or more colors in process printing.
In printing, correct positioning of one color ink over another color.
The degree of clarity of a display or printer image. Resolution is usually specified in dots per inch (DPI). The higher the resolution, or the greater the number of DPI, the sharper the image.
Digital design that uses flexible layouts, images and cascading style sheet (CSS) media queries to detect the user’s screen size and respond with an optimized experience.
Methods of altering original artwork or photography to make corrections, improve or change the character of the image.
Design method in which the background is inked (colored) rather than the copy. Usually a white image (type or illustration) on a black or screened background.
Stands for Red-Green-Blue. In Web and digital design, colors are defined in a combination of these three colors. For example, the RGB equivalent for the color blue is 0-0-255.
Website or banner ads that use technology that is more advanced than standard GIF animation, including Flash, Shockwave, streaming video, Real Audio/Video, pull-down menus, search boxes and other types of special effects.
Run of paper. News or ads running in the main body of the newspaper, as opposed to being inserted. ROP color is process color that is printed in a newspaper during the regular pressrun for that edition, and not preprinted.
Royalty-free photos or images
Photos, images or other intellectual property sold for repeated use by the purchaser. Typically, image rights are still owned by the seller (purchaser can use the images, but other companies cannot without purchasing directly from the original seller).
Rules, also called horizontal rules, are HTML tags that allow horizontal lines to be inserted as dividers.
Anything that isn’t a complete census is selected to be representative of a population that can be questioned or observed and thereby provide estimates of the characteristics, opinions and behavior of the entire population.
The number of people interviewed in a study.
The difference between results from the sample and the results that might be obtained from a complete census, inherent in the statistical processes of sampling. This margin of error does not imply a mistake, for probability sample error is calculable, based on sample size and method. Sampling error is also called variance, tolerance factor, or standard deviation.
A clean, modern typeface style that means “without feet.” Common sans serif types are Arial, Helvetica, AvantGarde and Verdana.
The color intensity of an image. Images with high saturation appear to be very bright. Images with low saturation appear dull and more neutral. Grayscale is an image without any saturation.
Standard Advertising Units. A standardized measure of advertising space within a newspaper page. Used throughout the United States so that an advertiser or ad agency can place advertising with any newspaper and know the exact size and cost of the ads.
A leading provider of syndicated market research. Scarborough provides an extensive look at lifestyle trends, demographics, shopping and purchasing behavior at major retail chains, and media usage patterns.
The grid of lines on the contact screen or glass plate through which continuous-tone copy is photographed, breaking it into halftone dots for newspaper reproduction. Screens are designated by number of lines per inch. A screen is also tone defined as a percentage of a solid color; used as a background to accent an area of an ad.
A part of the font portfolio (of Adobe Type 1 fonts) that describes the shape of each character to the operating system so the font can be seen on a computer monitor.
A program that searches web pages for specific keywords and returns a ranked list. A search engine has two parts, a spider and an indexer. The spider retrieves the documents, and the indexer reads the documents and creates an index based on the words in each document.
Search Engine Marketing (SEM)
Search engine marketing (SEM) is an Internet marketing method that aims to promote websites by increasing their visibility in search engine results through optimization (SEO) and advertising.
Search Engine Optimization (SEO)
A set of practices that tries to make a website more attractive to search engines, resulting in higher rankings.
Information that already exists collected for purposes other than the present one.
Typeface style that has “little feet,” short, perpendicular strokes that appear on the stems and tails of each letter. Common serif types are Times Roman, Garamond and Palatino.
Short Message Service (SMS)
A text-only messaging service component of phone, Web or mobile communication systems used to exchange short text messages.
Charges resulting from the recalculation of an advertiser’s rate after failing to fulfill contract stipulations.
The practice of looking at merchandise in person in a brick-and-mortar setting, then buying it online, sometimes at a lower price.
A publication purchased by means other than subscription, such as from a news rack or at a grocery store.
Electronic communication (such as Facebook or Twitter) through which users share content, ideas and media (such as photos and videos) with other users to form online communities.
A double-sided flap that folds vertically around a newspaper, covering part of the front page and all of the back page. A spadea usually carries advertising or marketing.
A software program that search engines use to visit every site on the Web, follow the links and catalog the text of every Web page.
In printing, the application of one or more “inks” to enhance certain areas of the subject. Most spot colors can be simulated with process inks during printing (i.e. Pantone).
Standard Rate & Data Service (SRDS)
A company charged with creating a directory of all newspapers containing information about markets, rates and personnel.
Advertising space scheduled to run within a guaranteed window of time for a substantial discount off the open rate.
Proofreader’s mark written in the margins specifying that the copy marked for correction should remain as it was. Let it stand.
A “Shockwave File.” An exported Flash file that all Flash readers can view.
A study initiated by a research supplier to which subscriptions are sold.
A newspaper or section of the newspaper which is half or less than half the dimension of a standard newspaper format in size.
Tag Image File Format (TIFF)
A file format for images.
A complete page (or portion of a page) of the newspaper sent to an advertiser to verify publication of his/her ad.
A box that allows users to fill in text. Typically used in an online form.
Third-party ad serving
Technology that pushes ads out to websites and allows advertisers to track the ads’ performance.
A smaller version of an image.
A group of information pages on a website.
To switch the position of two elements such as letters, words, copy blocks or artwork.
A collection of a series of fonts. For example, the typeface Arial contains the fonts Arial, Arial Bold, Arial Italic and Arial Bold Italic.
Stands for Uniform Resource Locator. A website’s address.
In Web design, usability refers to the ease and efficiency with which a website can be used for a specific purpose.
Vector image (.eps, .ai)
A vector image uses points on an XY axis that allows it to be enlarged without losing any quality. This makes vector graphics ideal for logos.
A series of framed images placed one after another to simulate motion and interactivity. Video can be transmitted by number of frames per second and/or the amount of time between switching frames. Video differs from animation in that it has individual frames.
A picture of an ad that is reproduced on photographic paper.
Abbreviation for “What You See Is What You Get.” Typically describes software that has no hidden attributes.
Abbreviation for Extensible Hypertext Mark-up Language, a hybrid of XML and HTML. Web pages designed in XHTML should look the same across all platforms.
Extensible Mark-up Language.
Sections of the newspaper that contain ads and/or news designated for specific geographic areas. The zoned content appears in the newspaper only in that area.