Glossary
Publishing jargon explained
Online jargon explained
Publishing jargon explained
Bleed: Artwork that is produced to run over the page. This is used for full page ads or double page spreads where the client requires the creative to run to the edge of the page.
Cromalin: High resolution proof, used for colour matching and sign off process. Not commonly used nowadays
CMYK (cyan, magenta, yellow, and key (black)): The four inks used in the subtractive colour model of four-color printing; generally speaking, all the colours created on press result from varying combinations of these four inks.
Crop marks: Marks that show where the printed sheet should be cut or folded.
CTP (Computer-to-plate): a method that avoids the use of film.
DPS: Double page spread
EPS (Encapsulated PostScript): A file format used to transfer a graphic image between applications and platforms. Preferable format for logos.
False front cover: Similar to a bound outsert over the front and back covers. False front cover still has the publications masthead on the front but then includes the client’s display ad below. The client also has the inside front, inside back and outside back to use promotionally.
GSM: See paper stock
High res(olution): Image quality which is good enough to print.
Inserts: Any sponsored materials which use the magazine as a vehicle or route to market. Can be loose or bound in.
JPEG: Joint Photographic Experts Group, a method of compressing or formatting images.
Low res(olution): Image quality which is good enough to approve but not to print
Outserts: Loose: As insert but the paper or card is placed in the poly bag on top of the publication. A bound outsert is a card printed on 150gsm or above paper stock stapled on the outside of the journal with the publication.
Pantone: A set of standard colours for printing, each of which is specified by a single number.
Paper stock: The weight of metric paper is described in gsm (grams per square metre). For example, the pages in a telephone directory are typically about 60 gsm, normal typing paper is around 80 gsm and photographic prints are the equivalent of about 250 gsm. Supplements are normally printed on 150gsm.
PDF (Portable Document Format): PDF files do not encode information that is specific to the application software, hardware, or operating system used to create or view the document. This feature ensures that a valid PDF will render exactly the same regardless of its origin or destination (but depending on font availability). This format is non-changeable and therefore can be used for approval purposes.
RGB (Red, green and blue): Alternative colour identification system to CMYK.
Saddle-stitching: Stapling the spine of a catalogue or magazine to keep the pages together.
Self-cover: Use of the same type of paper for the cover as for the inside pages.
Tip on: A small post it note or similar card attached to an advertisement within the journal.
Trim size: Final dimensions of the width and length of a catalogue.
Wrapper: (Bookmarked or not) Card wrapped around the outside of the journal which needs removing to open the publication. Bookmarked wrapper is as above but rather than being a continuous band around the issue the ends are slotted inside the journal and stuck onto the sponsor’s advert.
Online jargon explained
Click-through: When a user interacts with an advertisement and clicks through to the advertiser’s website.
CTR (click-through rate): Frequency of click-throughs as a percentage of impressions served. Used as a measure of advertising effectiveness. See also impression, click-through.
Contextual advertising: Advertising that is targeted to the content on the web page being viewed by a user at that specific time.
Conversion rate: Measure of success of an online ad when compared to the click-through rate. What defines a ‘conversion’ depends on the marketing objective, e.g. it can be defined as a sale or request to receive more information…etc.
CPA (Cost per Acquisition): Cost to acquire a new customer.
Deep- linking: Advert linking beyond a home page to a page inside the site with content pertinent to the advert.
Domain Name: The unique name of an Internet site, e.g. www.pulse-i.co.uk.
Expandable banner/skyscraper: Fixed online advertising placements that expand over the page in the response to user action, e.g. mouseover.
Firewall: Software that provides security for a computer or local network by preventing unauthorised access. It sits as a barrier between the web and your computer in order to prevent hacking, viruses or unapproved data transfer.
Flash: Web design software that creates animation and interactive elements which are quick to download.
Hit: A single request from a web browser for a single item from a web server.
Impression: The metric used to measure views of a webpage and its elements – including the advertising embedded within it. Ad impressions are how most online advertising is sold and the cost is quoted in terms of the cost per thousand impressions (CPM).
Keyword marketing: The purchase of keywords (or ‘search terms’) by advertisers in search listings.
Microsite: A sub-site reached via clicking on an ad. The user stays on the publisher’s website but has access to more information from the advertiser.
MPU (Multiple Purpose Units): A square online advert usually found embedded in a web page in a fixed placement. Called ‘multiple purpose’ as it is a flexible shaped blank ‘canvas’ in which you can serve flat or more interactive content as desired.
Paid Listings: The search results list in which advertisers pay to be featured according to the PPC model. This list usually appears in a separate section to the organic search results- usually at the top of the page or down the right hand side.
Podcasting: Podcasting involves making an audio file (usually in MP3 format) of content –usually in the form of a radio program - that is available to download to an MP3 player.
Pop-up: An online advert that ‘pops up’ in a window over the top of a web page.
PPC (Pay per Click): Allows advertisers to bid for placement in the paid listings search results on terms that are relevant to their business. Advertisers pay the amount of their bid only when a consumer clicks on their listing.
Reach: The number of unique web users potentially seeing a website one or more times in a given time period expressed as a percentage of the total active web population for that period.
RSS (Really Simple Syndication): Software that allows you to flag website content (often from blogs or new sites) and aggregate new entries to this content into an easy to read format that is delivered directly to you.
Spider: A programme which crawls the web and fetches web pages in order for them to be indexed against keywords. Used by search engines to formulate search result pages.
Stickiness: Measure used to gauge the effectiveness of a site in retaining its users. Usually measured by the duration of the visit.
Streaming media: Compressed audio/video which plays and downloads at the same time. The user does not have to wait for the whole file to download before it starts playing.
Tenancy: The ‘renting’ out of a section of a website by another brand who pays commission to this media owner for any revenue generated from this space, e.g. dating services inside portals or bookstores inside online newspapers.
Traffic: Number of visitors who come to a website.
Unique users: Number of different individuals who visit a site within a specific time period.