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Help // Glossary

Glossary

Glossary




ABC
An organization that audits circulation of print publications to ensure accurate certified circulation figures are reported and is supported jointly by advertisers, agencies and media. See Audit Bureau of Circulation.
Absolute Costs
The actual total cost of placing an ad in particular media outlet.
Abstract
A newspaper or magazine abstract is a brief summary of a longer article that invites readers to enjoy the entire publication.
Active White Space
Concept in design that separates design elements from blank space to structure the page and emphasize different areas of content. White space is always an active element in any good design and is also referred to negative space
Ad
A space in a Publication available for purchase for sale as advertisements.
Ad Copy
The printed text or content in an advertisement.
Ad Dollars
The money an Advertiser wants to spend on their advertising.
Ad Inventory
The number of advertising space a publication has available for advertising.
Adobe Acrobat
Application to create and view PDF files.
Advertiser
Any business or person who advertises a product or service intended to persuade an audience (viewers, readers or listeners) to purchase or take some action upon products, ideas, or services.
Advertising
Paid communication conveyed through a mass medium whose purpose is to inform potential customers about products and services.
Advertising Units
Area of pages in publications that are available to be sold to advertisers.
Advertorial
An advertisement written in the form of an objective article, and presented in a printed publication—usually designed to look like an independent news story
Agate Line
A measure of newspaper advertising space, usually one column wide and 1/14th inch deep.
Agency Commission
Advertising agency's fee for designing or placing ads.
Ala Carte Services
Services provided by advertising agencies that a client specifically wishes to purchase rather than all advertising services for one price.
Alberta Weekly Newspapers Association (AWNA)
The Alberta Weekly Newspapers Association (AWNA) is a newspaper association representing 121 community publications in Alberta and the Northwest Territories. Their main objective is to encourage, assist and ensure our members publish high quality community newspapers. The association provides member newspapers the opportunity to focus on the quality of their products through its Better Newspaper Competition and workshops.
Aliasing
The jagged edges on curves and diagonal lines in a bitmap image are known as aliasing.
Alignment
The placement of text in relation to the margins of a page. Often described as flush left, flush right, justified, force justified.
Alley
The space between columns within a page. Not to be confused with the gutter, which is the combination of the inside margins of two facing pages.
Alpha Channel
A special 8-bit grayscale channel that is used for saving an image.
Ampersand
The symbol (&) representing the conjunction word "and."
Annual
An annual publication, or a publication produced yearly.
Anti-Aliasing
A method used to smooth out jagged edges of a graphic by inserting pixels.
Appeal
Distinctive claim of an advertisement.
Approval Slip
A document that shows a customer's approval of a proof.
Archive
A display mode in the adHub My Account area where the user can file items away older or rarely used items for future reference.
Art Director
A title for the person who oversees and plans the visual aspects of an advertisement.
Art Proof
The artwork proof for an ad, to be submitted for client approval.
Artwork
Images, including type and photos, prepared for printing.
Ascender
The portion of a lowercase letter that extends above the midline of a typeface such as in h, l, k.
Asymmetry
The parts of a design organized so that one side differs from the other without destroying the overall harmony.
Audience
The gross or net number of people/homes exposed to a publication or advertising message.
Audience (Primary)
Readers who live in households where someone subscribes to or purchases the publication, or who receives the publication free of charge at home, with a newspaper or delivered at work in his/her name. Together with "secondary readers", they make up the total audience of the publication.
Audience (Secondary)
Readers who read a publication they did not purchase, subscribe to or receive by "primary" means (see Primary Audience). Together with primary readers, they make up the total audience of the publication.
Audience Accumulation
The total net number of people exposed to a publication schedule during its lifespan.
Audit Bureau of Circulation (ABC)
An organization that audits circulation of print publications to ensure accurate certified circulation figures are reported and is supported jointly by advertisers, agencies and media.
Audited Circulation
The distribution of a publication as certified by a recognized independent industry circulation auditing body such as ABC or CCAB.
Auto Leading
The amount of spacing between lines of text in proportion to the type size.
Average Audience
The number of people exposed to a publication or an advertising campaign.
Average Issue Readership (AIR)
The projected number of people who have read or looked into an "average issue" of a publication. Readership figures are larger than circulation due to the fact that a single copy of a publication has multiple readers.
Back Slant
Text that is slanted to the left.
Banner
A large headline that usually goes across the length of the page.
Baseline
In typography, the imaginary horizontal line upon which the main body of the letters sits. Rounded letters actually dip slightly below the baseline to give optical balance.
Benchmarking
A process where a business compares its performance in a particular area with that of other, similar businesses.
Benday Process
A photoengraving technique for adding shading or texture or tone to a printed image.
Bindery
Location where printed products are collated, trimmed, folded and/or bound. A bindery may be a department within a printing company or a separate business.
Bit-Mapped Image
Type or graphics from software that is formed by a series of dots and jagged in appearance.
Bitmap / Raster Graphics Files
Image content made up of pixels where the pixels contain the information for position, size, angular position and colour and can be addressed individually. In some cases high resolution (Absolute minimum of 300dpi or higher) images may be suitable for printing. PDS - Adobe Photoshop EPS - Encapsulated Postscript File TIFF - Tagged Information File Format BMP - Windows Bitmap
Bleed
A printing term that refers to printing or inked area that goes off the edge of the sheet after trimming.
Blockquote
A long quotation -- four or more lines -- within body text, that is set apart in order to clearly distinguish the author's words from the words that the author is quoting.
Body Copy
The main text portion of a print ad. Also often referred to as Copy.
Body Text
The text within a print advertisement that helps qualify or further explain the headlines or sub-headlines.
Body Type
Body type or a body face is the typeface used for body copy.
Brand Alignment
Creating alignment across all the layers of a brand, e.g. positioning, values and differentiation, and in creating that same alignment between your customers, employees and your message: making sure that the message the company is presenting is the same message that employees and customers experience
Brand Awareness
The profile that a particular product has with consumers in the market. Advertising can enhance brand awareness.
Broadsheet
The standard size and format for newspapers, and a descriptive term applied to papers which use that format rather than the smaller tabloid format.
Browse
The method of searching for ads and publications on adHub that produces broad results.
Bulk Circulation
A method of distribution whereby two or more copies of a publication are bundled and sent to a single addressee who, distributes individual copies.
Bulldog Edition
An early edition in the press cycle of a newspaper or other print publications.
Bullet
In typography, a bullet ( • ) is a typographical symbol or glyph used to introduce items in a list.
Business Card
A print advertisement for a business, generally a copy of its business card and is often the same size of a typical business card which measures 2" x 3.5."
Business Type
A category of various kinds of businesses on the adHub site.
Byline
The authors name, sometimes includes a sentence or two about the author in the 3rd person.
Call to Action
In advertising, this refers to the portion of ad copy that encourages consumers to actively engage in the purchase of a product or service. A request or direction to 'do something' – often the next step that a consumer could take toward the purchase of a product or service. For example 'Click here to find out more.'
Callout
An explanatory label for an illustration, often drawn with a leader line pointing to a part of the illustration.
Camera-Ready
When a document is properly prepared and ready, from a technical standpoint, to "go to press," or be printed. Typically it is a high quality file ready to be photographed for platemaking.
Campaign
A series of coordinated advertisements that share a single idea and theme which make up an integrated message.
Canadian Circulations Audit Board (CCAB)
An organization that provides certified statements of all-paid, all-controlled or any combination of paid and controlled circulation of publications, supported jointly by advertisers, agencies and media.
Cap Height
The height of the capitalized letters in a particular font.
Caption
A concise and descriptive text that labels a picture.
CARD
Canadian Advertising Rates and Data (US counterpart is SRDS) is generally recognized by the directory it publishes each month, a listing of all media in Canada. The directory gives key facts about each medium, including rates, circulations, contact names and addresses as well as mechanical specifications, etc.
Card Rate
Rates published by a media outlet on a "rate card." This is typically the highest published rate charged before any discount has been taken.
CARF/ARF
The Canadian Advertising Research Foundation (and its US counterpart the Advertising Research Foundation) are known for evaluating the technical soundness of research studies either already or about to be conducted. Particularly important for new, unproven methodologies, a CARF approval can be similar to the Good Housekeeping Seal of approval for a new study. In the US, ARF is primarily concerned with exploring, documenting and evaluating new research methodologies.
CCAB
A Canadian audit organization for print.
CCNA
The Canadian Community Newspapers Association (CCNA) is an organizations that is dedicated to the excellence, credibility and economic well being of Canadian community newspapers through leadership, education, and communication.
Census Metropolitan Area (CMA)
A very large urban area (known as the urban core) together with adjacent urban and rural areas (known as urban and rural fringes) that have a high degree of social and economic integration with the urban core. With a CMA, the urban core must have a population of at least 100,000.
Centered Type
Type that is aligned on the center of a page.
Centre Spread
The two facing pages opposite each other in the middle of a print publication.
Character
Individual letters or symbols.
Character Alignment
The vertical or horizontal position of characters with respect to a given set of reference lines.
Character Count
The number of letters, spaces and punctuation marks that the publisher uses to determine the length of text.
Character Set
A single font's characters, symbols, and numbers
Circulation
The total number of distributed copies of a publication over a specified time.
Circulation Area
The area where a publication is distributed.
Classified Advertising
Advertising that appears in a publication that is arranged according to specific categories or classifications. The text of the advertisements is set in the same size and style of type and the ads are usually not illustrated.
Clip Art
General illustrations, figures, designs, icons, and animation that can be purchased on disk or accessed via the web freely or for a fee.
Clipboard
Temporary holding place in a computer's memory used to move text and graphics from one electronic document to another.
Closing Date
The final date or deadline for contracting to run an ad in a publication or for delivering all advertising material, including copy, layout instructions, and mechanicals to be included in a given issue.
CMDC
Canadian Media Directors’ Council is an association advertising agency media professionals with chapters in many provinces. They meet to tackle issues relating to the purchase of media including measurement.
CMYK
Acronym for Cyan-Magenta-Yellow-Black, and pronounced as separate letters. CMYK is a colour model in which all colours are described as a mixture of these four process colours. CMYK is the standard colour model used in offset printing for full-colour documents. Because such printing uses inks of these four basic colours, it is often called four-colour printing.
CNA
The Canadian Newspaper Association (CNA) is a non-profit organization, representing Canadian daily newspapers that is dedicated to the excellence, credibility and economic well being of Canadian community newspapers through leadership, education, and communication.
Colour Balance
Maintaining the ration of cyan, magenta, and yellow ink during printing. This will keep all hues consistent and produce a picture with the desired colour.
Colour Management
While computers use a RGB colour system, printers use a CMYK colour system, and often, translation between the two is difficult. Colour management involves making an effort to colour-match as colours are transferred through every phase of the production process, from image creation to printing.
Colour Process Printing
Four-colour process printing is a process in which begins with finished full-colour artwork and separates out the three subtractive primary colours of yellow, cyan, magenta, plus black. A program creates separate films that are then printed with special process inks and the resulting print appears just like the original artwork.
Colour Separations
The process of separating a colour graphic or photo into single-colour layers. For example, to print full-colour photo in an advertisement with an offset printing press, one must first separate the photo into the four basic ink colours: cyan, magenta, yellow, and black (CMYK). Each single-colour layer is then printed separately, one on top of the other, to give the impression of infinite colours.
Column Guides
Non-printing lines or vertical rulers on page layout software that define the left and right margins of columns on a page; accessible through the Layout menu.
Column Gutter
The space between columns of type.
Column Inch
A measurement of advertising space used in print media that is one column wide by one-inch high by one.
Column Width
The measurement of the width of a single column in a print publication. In Canada, a common newspaper column measurement is about 11 picas wide (or about 1.83 inches), though this measure varies from paper to paper and in other countries.
Combination Rate
Special advertising rates offered when ad space is purchased in more than one publication owned by the same company in a package deal.
Commission
The percentage of the total cost of an ad that is paid to an advertising salesperson. adHub charges a 10% commission from the sold price of the ad. Publications usually pay their staff a sliding scale commission for ads sold, although published rates typically include a 15% allowance for ad agency commissions.
Comp
A layout that has been mocked up to show how the different elements of the design will look when the job has been printed. This could range from a rough sketch, to a fully formatted digital layout or printed proof
Composition (Demography)
The profile (e.g.: age, income, gender, geography, etc.) of a publication, expressed as a percentage of total audience.
Composition (Typography)
The art and technique of printing with movable type.
Computer To Plate
Process in which printing plates are imaged from a digital file instead of using film.
Condensed Type
Characters relatively narrow in proportion to their height, thus seeming tall and tightly spaced.
Confidence Level
The statistical likelihood that the sampling error in a survey result will fall within a specified range, usually expressed in terms of confidence levels (e.g. 68% confidence; 95% confidence; etc.).
Contrast
Differences in visual properties that makes an object (or its representation in an image) distinguishable from other objects and the background
Controlled Circulation
Also known as Qualified Circulation or Non-Paid Circulation. Copies of a publication are distributed free of charge to readers of interest to advertisers.
Cooperative (Co-op) Advertising
A system that allows two parties to share advertising costs. Manufacturers and distributors, because of their shared interest in selling the product, usually use this cooperative advertising technique as a means of encouraging those parties to advertise their product.
Copy
The main text portion of a print ad. Also often referred to as Body Copy.
Copy Fitting
Adjusting the font size, letter spacing, word spacing, and/or line spacing to make a text-matter fit into its designated, or the available, space.
Copy-Heavy
A layout style used when the advertiser has a lot to say and visuals wont say it. Often refers to layouts or ads in which copy overpowers artwork.
Copyright
A set of exclusive rights granted by the law of a jurisdiction to the author or creator of an original work, including the right to copy, distribute and adapt the work
Copywriter
A person responsible for writing advertising copy and generating creative concepts, often in collaboration with an art director or creative director.
Cost Efficiency
The efficiency of a media as measured by the relationship of audience to cost, and expressed as a cost per thousand (CPM) or cost per point (CPP).
Cost Per Point (CPP)
The cost of delivering one rating point. Formula: CPP = media cost/GRPs. A figure used in comparing/evaluating the relative cost efficiency of media (see also Cost Per Thousand).
Cost per Thousand (CPM)
A comparison device that shows the dollar amount of advertising in a media format per 1,000 readers based on the variables audience and cost. A general formula for print media (when audience data is not available) is: CPM = Cost of 1 ad x 1000/Circulation
Cost-Ranking Report
A ranking of publications based on reach, composition, CPM, cost or a variety of other variables to a specific target group. (eg. ABC magazine is ranked #1 because it reaches more Men, age 18-24 than any other publication)
Cover Position
An advertisement on the cover of a publication.
Coverage
The percentage of a population group reached by a publication.
Create New Ad
Publications can create offers to sell ads through adHub by offering ad space and determining other factors such as price and deadline. Advertisers buy the ads they're interested in immediately or make an offer if the Publication has indicated a reserve price.
Credit Line
A line of printed text attached to written material, an image, illustration, or the like, which identifies the author, photographer, or other source.
Crop Marks
Small printed lines on camera-ready art which indicate where a printed piece is to be trimmed.
Cropping
The process of removing the outer parts of an image to improve framing, accentuate subject matter or change aspect ratio.
Crossover
Text or art that goes from across one page to another.
Cutline
A line or block of type providing descriptive information about a photo.
Dateline
The words at the beginning of a news article that tell when and where the story was written.

Deadline
The point in time at which an ad that does not need the publication's production or creative services department to work on the ad must be submitted. This deadline is the closest to the actual date of printing.
Descender
The portion of a lowercase letter that extends below the midline of a typeface such as in g, y, j and p.
Digital Halftone
Artwork from a photograph or illustration that has been scanned and turned in into a series of dots and is ready for printing.
Dingbat
A typographical character that has no apparent relation to the alphabet. Many dingbats are pictograms - tiny pictures of telephones, skiers, airplanes, churches, and the like, used in the travel industry.
Direct Mail
Marketing communications delivered directly to a prospective purchaser via the Canada Post or a private delivery company.
Direct Marketing
Sending a marketing message directly to consumers, rather than via a mass medium. Includes methods such as Direct Mail and Telemarketing.
Display Advertising
Advertising in newspapers and magazines that uses illustrations, photos, headlines, and other visual elements in addition to copy text.
Display Type
Any type that stands out from the rest of the type on a page that attracts attention of the reader.
Distribution
The area where a publication is distributed, such as local, provincial, national on the adHub site.
Dither
For digital halftones, the grouping pixels of different colors to create an illusion of another color. (ie group red and blue pixels to give an appearance of purple)
Dot Gain
The spread of ink on paper, causing the dots which make up the image to print larger than they were on the film or plate. The images may become distorted, appearing darker with less clarity.
Dots per Inch
Print or display resolution of dots of ink expressed in number of points per one inch. The more dots per square inch, the better the clarity and resolution of an image. For print, images should have at least 300 dpi in order to guarantee the quality of an image.
Double Page Spread
Advertisement printed across two facing pages in a newspaper or magazine as a single unit.
Double Truck
A newspaper ad unit that is two full-pages, including the gutter or fold in size. Sometimes referred to as a two-page spread.
Drop Cap
An oversized capital letter used at the start of a paragraph. Drop caps occupy two or more lines of body copy, usually introduced for design emphasis.
Drop Shadow
Shadows dropping off text or images that give the illusion of shadows from lighting and create a 3D effect.
Dummy
A dummy in print is a layout (usually electronic) of the publication with all the advertisements and editorial content. Dummy papers are then used as a template to print the actually newspaper from.
Duotone
The process of using two different overlapping halftone screens in different spot colours to create a toned effect. This is most often used to bring out middle tones and highlights of an image. The most common colours used are blue, yellow, browns and reds.
Duplication
The number of readers that two or more publications have in common. This is often expressed as the percentage of one or both publication's audience.
Edition
A single run of a publication.
Editor
A person responsible for the editorial and visual aspects aspects of publication.
Editorial Content
The content - including art and copy that make up a publication without its advertising.
Editorial Environment
The editorial content, subject, tone and philosophy of a publication.
Effective Frequency
The number of exposures (often 3+) required to achieve breakthrough.
Electronic Art
Any art supplied in a digital graphics file format whether provided on a CD, disc, sent via email, or uploaded online.
Ellipsis
Three periods [. . .] indicating the omission of words in a thought or quotation.
Em
A unit of measurement in the field of typography. This unit defines the proportion of the letter width and height with respect to the point size of the current font.
Em Dash
The symbol (—) used to demarcate a parenthetical thought or to indicate a break, or for emphasis.
Em Space
A typesetting unit of measurement, equal to the space of the largest letter in the alphabet of the type face and size being used. Usually expressed as width of a capital letter em (M).
Encapsulated Postscript (EPS)
A universal computer file format used for vector artwork (line art that is created using mathematical equations). EPS files are scalable and can be made larger or smaller without losing file information.
EPS
See Encapsulated Postscript File; computer graphics file format developed by Adobe Systems
Exclusive Readers
Readers who read one publication but not another.
Expanded Type
Type with width greater than normal producing a rectangular effect.
Exploded View
A special type of drawing in which a complex object is shown 'opened up' or with internal components illustrated separately and outside the main drawing.
Exposure
An individual's contact with a publication or advertisement.
Extended Type
Type with a wider face than normal type.
Face
A particular typeface design.
Fair Use
The conditions under which you can use material that is copyrighted by someone else without paying royalties.
FDSA
Flyer Distributions Standards Association is an advertiser-driven organization founded in 2000. Its mandate is to develop standards and protocols for effective distribution of flyers in Canada. It examines distribution all the way from packaging to household audits.
Feature Story
A feature story (also feature article, or simply feature) is a piece of journalistic writing that covers a selected issue in-depth.
Featured Ad
A adHub ad space that is shown on the home page and Featured Ads area.
File Transfer Protocol (FTP)
Known as FTP is a method of transferring files (ad artwork for example) from a local computer to a web server.
Finished Art
Artwork that is camera-ready.
Flush Left
A paragraph or block of text in which is aligned on its left edge and ragged or ranged on its right edge.
Flush Right
A paragraph or block of text in which is aligned on its right edge and ragged or ranged on its left edge.
Focus Area
The editorial reach of a publication. Search criteria on adHub to Browse Ads and Publications include: local, metro, provincial, regional or national.
Folio
Pagination: the system of numbering pages.
Font
In typography, a font is a complete character set of a single size and style of a particular typeface.
For Position Only (FPO)
The placement of a blank placeholder or a temporary low-resolution illustration in the required location and size on the camera ready artwork to indicate where an actual image is to be placed on the final film or plate.
Force Justify
To align text so that it forces the characters to spread out to fill the line.
Format
The layout and content type of a publication listed on adHub, such as shopper, newspaper, magazine, etc. Format is one of the search criteria used to find publications on adHub.
Formatting
The style of a document's format as defined by the software which determines a document's format.
Forward Sortation Area (FSA)
The first three digits of a postal code. Canada Post divides up their mail for delivery using an FSA. e.g. M5N
Four-Color Process Printing
Technique of printing that uses cyan, magenta, yellow and black (CMYK) to simulate full-color images.
Franchised Position
An ad position in a publication, such as the back cover, which is held by an Advertiser for a permanent or long period of time.
Free-Standing Insert
A preprinted advertisement in single or multiple page form that is inserted loose into newspapers, particularly Sunday editions and supplements. They may be inserted mechanically or by hand.
Frequency
The number of times an audience is exposed to a publication, an advertising message, or an advertising campaign. Also, the period a publication is issued (e.g. monthly, weekly). Part of adHub's search criteria on the Ad and Publication Browsers.
Frequency Distribution
A breakdown of the number of exposures received by a defined target audience.
FTP
See File Transfer Protocol. A method of transferring files (web pages for example) from a local computer to a web server.
Full Frame
A method of printing the entire negative, without any cropping. Typically the finished print has an uneven border.
Full Measure
Type that extends across the full width of the page or column, without indention.
Full-Service Agency
An agency that deals with all aspects of the advertising process, including planning, design, placement, and production, as well as public relations, sales promotions, and direct marketing.
Gatefold
A folded advertising page which, when unfolded, is bigger in dimension than the regular page.
General Magazine
A magazine that does not target a specific readership.
Gloss
The shininess of paper produced when the surface is treated with varnish, aqueous or even plastic coatings.
Gray Levels
Number of distinct gray tones that can be reproduced by a computer.
Green Advertising
Advertisements that promote a product, service, or company's ability to help or reduce environmental harm.
Gross Impressions
The sum of all publications exposures without regard to duplication.
Gross Rating Points (GRPs)
The sum of the rating points of a media schedule (see Rating Point).
Guaranteed Circulation
A specific ad rate that guarantees a publication will achieve a certain circulation.
Guaranteed Position
An advertiser may request a specific section and specific page to place an ad and, with a reservation fee that can "guarantee" that position.
Gutter
The space or margin between two facing pages.
Halftone
An image that has been reproduced through a screening process that converts it into a regular or irregular dot pattern for reproduction.
Hanging Indent
The first line of a paragraph specified to start to the left of the other lines in the paragraph. This is sometimes referred to as outdenting.
Hard News
Factual news stories without opinion.
Head Margin
The space which lies between the top of the printed copy and the trimmed edge.
Headline
A heading or title of an article.
High-Resolution Image
A term used to describe an image with enough detail (achieved through having plenty of pixels per inch) for quality reproduction and use in final film.
Horizontal Format
A publication presenting content horizontally across the page.
Horizontal Publications
Business publications designed to appeal to people of similar interests or responsibilities in a variety of companies or industries.
Hue
One of the three properties that define all colors (value and saturation are the other two). Hue can simply be said to be another word for “color”.
Image Advertising
Promoting the image, or general perception, of a product or service, rather than promoting its functional attributes.
Image Setter
A high resolution device that is used to produce reproduction quality copy for printing.
In House
Refers to an activity, such as graphic design or printing, performed within an organization, not purchased from outsiders.
In-Home Readers
People who read a publication in their own home.
In-House Agency
An advertising agency owned and operated by an advertiser, which handles the advertiser's account. Sometime called a House Agency.
Index
The reference number used in demographics to compare variables of scale of above or below the national average.
Informal Balance
In design balance that is asymmetrical. It gives a less rigid, more casual impression.
Insert
An insert is a separate advertisement put in a magazine, newspaper, or other publication.
Insertion
An ad in a print publication.
Insertion Order
A document that specifies the dates and scope of a media purchase. Used in print, online, and broadcast media.
Island Position
A print advertisement surrounded completely by editorial and often time found in the center of a page.
Issue Date
The date a publication begins its distribution to readers, which usually precedes the cover date.
Issue Life
The length of time it takes a publication issue to be read by the maximum measurable audience.
JPEG
Joint Photographic Experts Group a format used to compress graphics.
Jump
Point at which text moves from one page to another. When the second page does not immediately follow the first, the jump is indicated with "continued on p. __."
Jumpover
Type that continues from above a photo or illustration to below it, so the reader's eyes must jump over the visual to continue reading the copy.
Justified Type
Type set flush right and left.
Kerning
A typesetting process wherein the distances between characters are adjusted in order to ensure that the layout of characters on a page are well-balanced and uniform.
Keyword
Any word that appears anywhere in the text of a record. adHub's database indexes documents and records from searchable terms.
Kicker
Often seen in newsletters and magazines, the kicker is a short phrase found set above the headline.
Knockout
In printing, when one color is to be printed immediately adjacent to another color; actually they are printed with a slight overlap.
Landscape (Orientation)
A page or layout that is wider than it is tall.
Large Print
A publication that is printed with large type for the visually impaired.
Layer
Used in digital image editing to separate different elements of an image. A layer can be compared to a transparency on which imaging effects or images are applied and placed over or under an image.
Layout
Sketch or plan of how a page or sheet will look when printed.
Lead
The story's first, or leading, sentence or the main story itself.
Leading
In typography, leading (rhymes with heading) refers to the amount of added vertical spacing between lines of type.
Ligature
A single shape or glyph that represents two or more underlying characters such as æ, œ, ß or ij.
Linage
The total amount of space taken up by advertising, expressed in agate lines or column width times inches of depth. Can refer to a single ad, total ad space for a page, an entire paper or a total amount over some period of time.
Line Art
An image comprised of solid black and white - no gray tones, as opposed to a grayscale image.
Line Rate
Cost per agate line, the basic unit used to compute the cost for newspaper space.
Local Delivery Unit
The last three digits of a Postal Code indicate a very precise location such as one side of a street. There are 680,910 Postal Codes in Canada (six-digit).
Local Rate
An advertising rate charged to a local advertiser, typically a retailer, by local media and publications, as distinguished from a national rate that is charged to a national advertiser.
Log In
To gain access to a computer system, usually by providing a previously agreed upon username and password
Logotype
A distinctive lettering style or typeface used in the presentation of a brand name; a wordmark.
Low-Resolution Image
A lower quality (but very adequate) image intended for viewing on a computer screen. Not suitable for printed materials.
Magazine Page Exposures (MPX)
The number of times a typical reader sees a typical single page in the average issue of a magazine. On average, magazine readers pick up an issue 3.2 times and open approximately 53% of the pages in that issue each pick up. Therefore, the average page is opened 1.7 times per issue. Source: Magazine Page Exposure, Audits & Surveys, 1983
MagCume PMB
MagCume is the name of the report available through IMS and Telmar which shows how the readership of a PMB measured publication (or group of publications) grows over time. It is used for estimating what proportion of a magazine ad's total exposure is achieved each week through the life of the magazine.
Make Good
A free ad that is run in a publication in order to "make good" on an ad that was previously run in an incorrect fashion, such as in the wrong position or one that contained an error caused by the publisher.
Make Offer
The adHub Make Offer option allows Advertisers the opportunity to offer to buy an ad at a lower cost than the Buy Now price. If the Make Offer button does not appear in the listing, the seller is not interested in receiving offers for their ad. When an offer is made funds are pre-authorized (not processed) as the Advertiser is required to complete the transaction. If the offer is rejected adHub will immediately cancel pre-authorization. If offer is accepted the payment will then be processed. Offers are valid for 48 hours, or until the listing ends, whichever comes first. Advertisers should make what they consider to be their "best" offers for ads because Publications who receive multiple offers are likely to accept the highest price.
Margin
The area of a page that forms the unprinted border of a page or sheet.
Market Profile
The characteristics of a group or area targeted for a campaign.
Master Page
Template on which the elements (such as headers, footers, page numbers, etc.) to appear on every page of a document are represented.
Masthead
The section of a publication which details such information as title, address, staff.
Measure
Width of a column of type. With justified type, all lines have the same measure.
Mechanical
Camera-ready assembly of type, graphics and other copy complete with instructions to the printer.
Media Buyer
Person responsible for negotiating and contracting the purchase of advertisement space and time in various media.
Media Kit
Information offered to potential Advertisers by Publications to help understand the rates, demographics, terms, etc.
Metropolitan (Metro) area
An area of population usually with a central or core city and surrounding towns or suburbs.
Midtones
In a photograph or illustration, tones created by dots between 30 percent and 70 percent of coverage, as compared to highlights and shadows.
Minus Leading
In typography, the typesetting of copy utilizing less than the minimum recommended amount of leading.
Mock Up
A sample document of the intended final layout.
Modular Unit
Recently, some publications have converted to a "modular" system that simplifies ad size and eliminates the need to figure out column inches. Sizes are represented by the amount of the total page the ad takes up. For example 1/2 page, 1/4 page, 1/8 page, etc. This has been a popular system among some newspapers because it simplifies the layout process (i.e. less ad sizes to fit in newspaper) and makes pricing much easier for an advertiser to understand.
Monochrome
Having or appearing to have only one color
My Account
A area on adHub that contains a user's profile and access to control of their account.
My Favourite Ads
A watchlist compiled by an Advertiser that lists the Ads they are interested in purchasing.
My Favourite Publications
A watchlist compiled by an Advertiser that lists the publications they are interested in advertising with.
NADBank
The Newspaper Audience Databank is the organization that measures daily newspaper readership.
National Advertising
Advertising which is aimed at a National Market, as opposed to Local or Regional Advertising or advertising purchased through national authorized selling representatives.
Negative
Film or paper reproduction in which blacks and whites are reversed.
Negative Film
Photographic film for making prints.
Negative Image
Photographic image in which dark and light tones are reversed, with dark areas appearing light on the screen and light areas appearing dark.
Nested Stories
In newsletter/magazine layout, stories run in multiple columns at different column depths.
Net
Money paid to a publication by an advertising agency after it deducts its commission.
Net Paid Circulation
The circulation of a publication which is accounted for by copies paid for either through single copy newsstand sales or through subscription.
Net Reach
Refers to the number or percent of different target individuals exposed to one or more messages of an advertising schedule within a stated amount of time.
Newsletter
Short, usually informal periodical presenting specialized information to a limited audience.
Newspapers Canada
A joint initiative of the Canadian Newspaper Association and the Canadian Community Newspaper Association. The two separate organizations partnered to create one strong industry voice for newspapers in Canada. Combined, the two associations represent over 830 daily, weekly, and community newspapers in every province and territory in Canada.
Newsprint
A soft, course wood pulp paper used in printing newspapers.
Newsstand Circulation
Percentage of a publication's single copy sales that is accounted for by retail sales.
Niche
The focus of a particular publication on the adHub site. Niche/Editorial Focus is one of the criteria used to search for publications.
Non-Paid Circulation
Also known as Controlled Circulation or Qualified Circulation. Copies of a publication are distributed free of charge to readers of interest to the advertisers.
Notifications
An area in the My Account area of the adHub site where a user gets system notifications about their account.
Novelty Type
Type that is ornamental. It is usually used for headlines or drop caps.
Off Card
Refers to advertising time sold at a rate that does not appear on the rate card.
Offers
The adHub Make Offer option allows Advertisers the opportunity to offer to buy an ad at a lower cost than the Buy Now price. Offers are valid for 48 hours, or until the listing ends, whichever comes first.
Offset Printing
A printing technique whereby ink is spread on a metal plate with etched images, then transferred to an intermediary surface such as a rubber blanket, and finally applied to paper by pressing the paper against the intermediary surface.
Op-Ed
The page opposite the editorial page in a newspaper, generally filled with columns and is a an article that expresses the opinions of a named writer.
Open Rate
The highest rate for a onetime insertion in a newspaper.
Orientation
Alignment of the content on a page.
Original Art
Initial photo or illustration prepared for reproduction.
Orphan
In typesetting, widows and orphans are words or short lines at the beginning or end of a paragraph, which are left dangling at the top or bottom of a column, separated from the rest of the paragraph.
Out-of-Home Readers
Those people who have read or looked into a publication outside their own homes
Output
The paper or film print, the product of a desktop printer or imagesetter.
Outsert
Printed advertising attached to the outside of printed publications, for example wrapped around the cover or in a polybag.
Overlay
Layer of material taped to a mechanical, photo or proof. An overlay has the same dimensions as the mounting board that it covers. There are two types of overlays - 1) Acetate overlays are used to separate colors by having some type of art on them instead of on the mounting board. 2) Tissue overlays are used to carry instructions about the underlying copy and to protect the base art.
Overprint
To intentionally print one colour over top of another. Overprinting with black or a very dark colour is often done to avoid gaps or compensate for misregistration of colours during the printing process.
Overrun
Number of pieces printed or paper made in excess of the quantity ordered.
Overs
Printed pieces in an overrun.
Page Layout
A sketch which gives the general appearance of the printed page, showing placement of headlines, text, and illustration.
Page Makeup
Assembly of all elements to make up a page. In digital imaging, the electronic assembly of page elements to compose a complete page with all elements in place on film or plate.
Pagination
The information by which a publication is laid out or the system of numbering pages.
Paid Circulation
Distribution of a magazine, newsletter or other publication to individuals or organizations who have paid for a subscription. (See Controlled Circulation.)
PANTONE Matching System
The industry standard for matching colours and communicating colours to achieve accurate colour matches in printing. Each colour has a coded number indicating instructions for mixing inks to achieve that colour.
Paper Proof
A paper proof which is supplied to show how the ad will look before production begins to ensure advertisers satisfaction with the layout and design.
Pass Along Readers
Readers of a publication who did not subscribe to the publication, but read another purchaser's copy. Also called Secondary Audience.
Passive White Space
Empty space around the outside of the page or blank areas inside the content that result from a poor design.
Paste-Up
A camera ready layout of illustrative and type material which is configured in the proper position on paperboard and is used for reproductive purposes.
PDF (Portable Document Format)
A translation format developed by Adobe used primarily for distributing files across a network, or on a Web site. Files with a .pdf extension can be viewed by anyone, regardless of platform.
Pending Offer
A Pending Offer is an offer that is pending on adHub. Publications have 48-hours, or until the listing ends, whichever comes first. to accept Advertiser offers. After this time period elapses, offers expire.
Penetration
The degree to which a publication has achieved coverage of a particular target, expressed as a percentage.
Per-Issue Rate
Rates for advertising based on the number of issues in which an advertisement is placed.
Perfect-Binding
A style of binding, or attaching the pages of a magazine or booklet together. When a magazine project is being finished, the pages are glued together at the spine so that the spine lies flat once the glue dries. This is generally an investment made by more heavily-paged, high-end publications than those which employ saddle-stitching.
Pica
A unit of measurement for type specification and printing which measures width; 6 picas to one inch.
Plate
A thin object (plate) made of either paper, metal, plastic, or rubber which is light sensitive and causes an image to be transferred to paper while on a printing press.
Platemaking
In offset printing, plates made of either aluminum or plastic are etched with the image to be printed and placed in the printer for reproduction. For each printing job, four plates are made to represent each colour being used – cyan, magenta, yellow, and black.
PMB
See Print Measurement Bureau.
PMS Colours
Obsolete reference to the PANTONE Matching System. The correct trade name of the colours in the PANTONE Matching System is PANTONE Colours, not PMS Colours.
PNG
Portable Network Graphics format, (usually pronounced "ping"), is used for lossless compression. PNG's display images without jagged edges while keeping file sizes relatively small, making them popular on the web.
Point
A traditional unit of type measurement. A point represents 1/72 of an inch.
Position
The location of an ad in a publication, e.g. inside front cover.
Position
The location of an advertisement on the page of a publication.
PostScript
Brand name for a page description language used in laser printers and imagesetters to create printed versions of electronically composed pages; all marks are treated as graphics.
Pre-Flighting
A term used in the to describe the process of confirming that the digital files required for the printing process are all present, valid, correctly formatted, and of the desired type.
Preferred Position
A position in a printed publication that is thought to attract most reader attention and is sold at a higher rate; for example, the inside front cover of a magazine.
Prepress
This is the process of preparing a print job for the actual printing process. Although the term can be used to refer to everything from photography and graphic design to copyediting and typesetting, it is generally used to refer to the things that need to happen to get the job into the press. This includes platemaking, colour management, separation, and trapping.
Primary Colours
The three colours from which all other colours are derived - red, yellow and blue.
Primary Market Area
A publication's major area of editorial and advertising coverage. Also known as PMA.
Primary Readers
The sum of all readers who buy a copy of the publication plus other members of those readers' households.
Print Measurement Bureau (PMB)
Canada's leading syndicated study for single-source data on print readership, non-print media exposure, product usage and lifestyles. PMB provides information to assist in the buying and selling of print advertising. This information consists of publication readership estimates, exposure to other media, use of products and brands, business purchase influence, lifestyles and attitudes.
Printer Font
High-resolution bitmaps or font outline masters used for the actual laying down of the characters on the printed page, as opposed to display on the screen.
Printer Spreads
Also referred to as “impositions,” the process of laying out and printing multiple pages of the same publication on a piece of paper in such a way that when folded (and cut) they end up in proper 1, 2, 3, 4 order for readers.
Process Black
Black ink formulated for four-color process printing.
Process Yellow
A specific yellow ink used for four-color printing.
Production
The design and writing of advertisements.
Production Artist
The person who produces camera ready or plate ready artwork.
Production Proof
A physical sample of the artwork printed to production standards and sent for approval before an art goes into production. This process has high costs due to the labour and setup costs involved.
Proof
The final copy of an image or document that illustrates exactly how it will look when it comes out of the printing press. A Press Proof is done using the plates and ink that will be used in the print run. If a print job is not perfect at this stage, it can be costly to correct. A Contract Proof is not necessarily a Press Proof, however, it does represent a contract between printer and customer indicating exactly what the final prints should look like.
Public Service Advertising (PSA)
A public service announcement (PSA) or community service announcement (CSA) is an advertisement for the public interest. PSAs are intended to modify public attitudes by raising awareness about specific issues.
Publication
A published work (usually in print) offered to an audience.
Publication Ad
A Publication Ad is a specific-sized ad on adHub up for sale at a set price, available for advertisers to purchase. There is no negotiation on any of the ad details, including the price.
Publisher's Statement
A certified statement filed by a publisher to report statistical information about the publication as required by either an auditing service.
Pull Quotes
Short excerpts from text that are enlarged and set off from the page with boxes or lines. These are used for emphasis or to fit text copy into columns.
Pulp Magazine
A magazine made with inexpensive paper and printing, containing shocking or sensationalist content.
Qualified Circulation
Also known as Controlled Circulation or Nonpaid Circulation. Copies of a publication are distributed free of charge to readers of interest to the advertisers.
QuarkXPress
A software application used for professional desktop publishing (DTP) and page layout.
Quotation
The actual price or the bid or ask price of a product or service.
Ragged Left Type
Type set so that the extra white space in a line is set at the left, giving the text a ragged margin. Usually set with flush right.
Ragged Right Type
Type set so that the extra white space in a line is set at the right, giving the text a ragged margin. Usually set with flush left.
Random Sample
A sample taken from any given population in which each person maintains equal chances of being selected.
Ranking Report (CRANK)
A ranking of magazines based on reach, composition or CPM for a specific target group, e.g. XYZ magazine is ranked #1 because it reaches more men, age 25-54 than any other publication.
Raster Image Processor
A device designed to read prepress files and create a document ready for printing.
Rate Card
A document containing prices and descriptions for the various ad placement options available from a media outlet. It usually contains information regarding advertising costs, mechanical requirements, issue dates, closing dates, cancellation dates, and circulation data, etc.
Reach
The percent of different people/homes reached by a single issue of a publication.
Reader Spread
A term used in page layout software to describe the pairing of pages on the computer display. Pages are grouped in numerical order as a reader would encounter them while reading: 2 paired with 3, 4 paired with 5, etc.
Readers-Per-Copy (RPC)
Variable used to determine the average number of readers who read/look into an issue of a publication. Formula: RPC X circulation = average issue audience.
Readership
The projected number of people who have read or looked into an "average issue" of a magazine.
Recency
The advertising scheduling tactic of providing reach, without regard to frequency, for as many weeks as possible in order to deliver ad messages immediately prior to purchase decisions.
Recto
On a double-sided print, the page that appears on the right side of the spread; an even-numbered page.
Regional
A publication with that covers several cities or towns within a province.
Regional Advertiser
A company that operate in one part of the country and markets exclusively to that region.
Regional Advertising
Advertising used by companies that market their products, goods, or services in a limited geographic region.
Regional Edition
A portion of a publication's circulation that falls within a certain geographic area (metro area, province, group of provinces) that can be purchased separately from the total circulation.
Regional Publications
Publications targeted to a specific area of the country, such as the West or the East.
Register Marks
Indicator symbols located in the margins of negatives to be used as guides for perfect registration.
Registration
A process for adHub visitors to register an account to get full access to all of the features of the website or to place printing properly with regard to the edges of paper and other printing on the same sheet.
Regular Priceline Advertising
A type of retail advertising designed to inform consumers about the services available or the wide selection of merchandise offered at regular prices.
Relationship Marketing
Creating, maintaining, and enhancing long term relationships with customers and other stakeholders that result in exchanges of information and other things of mutual value.
Remnant Space
Unsold ad space in a publication that is offered at a discount.
Renewal Rate
The percentage of individuals that renew their print media subscriptions to extend beyond the previous expiration date.
Resolution
A measurement of the quality of an image based on the number of pixels that make it up.
Retail Advertising
Advertising that promotes local merchandisers goods and services. Also referred to as Local Advertising.
Return on Investment (ROI)
The sales return on the advertising expenditures invested in media.
RGB
Red - Green – Blue: the three colors in the color scheme of an illustration on screen. This is not suitable for printing.
Rights
Conditions and terms or a licensing agreement between a copyright owner and a publisher.
Roman Type
A regular version of a font, versus bold or italic.
ROP (Run of Paper)
An advertisement that can appear in any location within the publication. With ROP, Publications have the option to place advertisements anywhere in the publication that space allows, at the sole discretion of the publisher. Most publications make an effort to place an ad in the position requested by the advertiser.
Rough Layout
A draft of an advertisement in the exact size of the final ad, designed to give an advertiser a sense for what the final ad will look like.
Roughs
Preliminary layouts.
Rule
A geometric line used as a graphic enhancement in page assembly -- the term is used to distinguish ruling lines from a line of type.
Run-Around
Type that is set to fit the contour of an illustration, photo, ornament or initial.
Saddle-Stitching
A style of binding, or attaching the pages of a magazine or booklet together. In this style of binding, the pages are inserted one inside the other, then stapled together. This is the most effective method of binding slim publications.
Sampling Error
The possible deviation in the reported findings of audience research, based on a sample from what might be the actual finding had a complete census been done. Usually reported as "+/- " the reported number.
Sans-Serif Type
A typeface without strokes at the tops and bottoms of letters (eg. Arial and Helvetica)
Scale
Reduction or enlargement of artwork, which can be proportional (most frequently) or disproportional.
Schedule
The list of media/publications to be employed for a brand's advertising campaign.
Selective Binding
The personalized production of bound print products from a selection of components. Selective binding can be used, for example, to produce different versions of catalogs where the content is geared to the needs of different customer groups.
Serif Fonts
These are type fonts that having finishing strokes or flourishes on the ends and edges of each symbol. These fonts are used for body text in print materials because they are considered easier to read on paper than sans-serif fonts.
Setup Charges
These charges relate to publication costs for labour and materials needed in order to transfer artwork to the printing method.
Shopper
A free community publication generally distributed free in a newspaper-like format, that contains mostly advertisements and some syndicated material.
Short Run
A small quantity to print relative to the size and speed of press used.
Sidebar
In newsletter/magazine layout, a related story or block of information that is set apart from the main body text, usually boxed and/or screened.
Single Copy Sales
Copies of a publication which are sold at newsstands, etc. as opposed to by subscription.
Single Source Data
The reporting of data based on the product/service purchase patterns and media consumption habits from a single source.
Small Caps
In typography, small capitals (usually abbreviated small caps) are uppercase (capital) characters set at the same height and weight as surrounding lowercase (small) letters or text figures.
Solid Leading
Term for the amount of vertical space between lines of text. Lines of normal text without leading are said to be 'set solid,' and usually give a dense and dark appearance to the text block.
Spadea
A page that is folded vertically around a section of a newspaper, covering part of the front and back pages, usually carrying advertising.
Spine
The back of a publication bound connecting the two covers; also called backbone.
Spiral Wire (Binding)
A type of mechanical binding using a continuous wire of corkscrew or spring-coil form run through round holes punched into the binding edge.
Split Run
A scheduling technique whereby some articles or advertisements are changed to produce a different edition in a publication.
Spot Colour
Refers to a method of specifying and printing solid colours in which each colour is printed with its own ink and aren't made up of CMYK values. The Pantone Matching System (PMS) is the most well known system of spot colours used in graphic design.
Spread
The facing pages in a publication.
Starch Scores
A way to determine advertising readership, through a score-based system. The methodology is based on the percent of readers who viewed the tested ad, associated, or the percent of readers who associated the ad with the advertiser, and read most, or the percent of readers who read half or more of the copy.
Stet
A symbol used by proofreaders and typesetters to indicate that a word or phrase that was crossed out should still remain
Style Sheets
Specifying how a document should appear, standardizing such elements as fonts, page layout and line spacing, repeated content, etc.
Subscriber
A home/person that pays for receiving a publication.
Sunday Supplement
A special extra section of a Sunday newspaper, usually on a special subject.
SWOT Analysis
An acronym for internal strengths and weaknesses and external opportunities and threats, which represent the four categories used by advertising managers when reviewing a marketing plan. The SWOT analysis briefly restates the company's current situation, reviews the target market segments, itemizes the long and short term marketing objectives, and cites decisions regarding market positioning and the marketing mix.
Syndicate
Association which buys and sells stories, features, columns, editorials, and other materials for newspaper use.
Tabloid
A size of newspaper that is roughly half the size of a standard newspaper.
Target Audience
The group of consumers (or other audiences) that media advertising is trying to reach. Very similar to the term Target Market.
Tear Sheets
A page cut from a magazine or newspaper that is sent to the Advertiser as proof of the ad insertion. Also used to check color reproduction of advertisements.
Teaser Campaign
An advertising campaign aimed at arousing interest and curiosity for a product.
Text Wrap
A term used in page layout software, specifically to the way text can be shaped around the edges of images.
TIFF
Tagged Image File Format (abbreviated TIFF) is a file format for storing images, including photographs and line art.
Tint
A colour attribute based on a primary colour. Tints are made by mixing a primary colour with either black or white.
Tint
A colour attribute based on a primary colour. Tints are made by mixing a primary colour with either black or white.
Total Market Coverage (TMC)
Distribution that delivers publications to specific demographic areas. It is used to introduce a new publication, reinforce recognition of an existing publication or optimize printing costs by redistributing earlier publications.
Tracking
In typography, letter-spacing, also called tracking, refers to the amount of space between a group of letters to affect density in a line or block of text.
Trade Advertising
Advertising directed at members of the wholesale or retail trade.
Trademark
Of or relating to a word, phrase, or logo that is used or registered as a trademark.
Transparent Ink
Ink used in four color printing process that allows for colors underneath the ink to show through.
Trap
To combine different layers of colors in order to create various colors in the four color printing process.
Two-Page Spread
A print ad displayed on two pages, also called a double truck.
Type Family
In typography, a group of typefaces created by common design characteristics. Each member may vary by weight (bold vs. regular) and width (expanded vs. condensed) and may have related italic versions.
Type Font
Refers to the complete alphabet for a specific typeface.
Typeface
A specific size and style of type within a type family.
Typescript
Any original handwritten (manuscript) or typed copy from which type will be set.
Typography
The art of selecting, setting, and arranging type usually for printing purposes.
Underrun
Quantity of printing delivered that is less than the quantity ordered.
Unique Selling Proposition
The unique product benefit that the competition can not claim. Also known as USP.
Unpaid Circulation
A publications circulation that is distributed free of charge to the recipient.
Unpaid Copies
The circulation of a publication that is either distributed entirely free to the recipient or is distributed at a price inadequate to qualify as "paid."
USP
The unique product benefit that the competition can not claim. Also known as Unique Selling Proposition.
Value
The lightness or darkness of a color.
VC
VC (Verified Circulation) is the CCNA’s audited circulation program for community newspapers in Canada. Used for both VCC (controlled) and VCP (paid) publications.
Vector Graphics Files
Digital graphics format with which images are not saved in the form of individual pixels but rather in the form of line elements, defined by the starting and end point and the line width. Advantages compared to bitmap graphics include scalability without any loss of image quality and significantly reduced file sizes. Graphics file formats which are (or may be) Vector based. AI - Adobe Illustrator PDF - Adobe EPS - Encapsulated Postscript File CDR - Corel Draw
Vertical Publications
Business publications aimed at people within a specific industry; for example, Restaurants & Institutions.
Volume Discount
A discount offered to Advertisers who buy more than one ad.
Volume Segmentation
Defining consumers as light, medium, or heavy users of products.
Wait Order
Instructions to a publication, to wait until subsequently notified to insert an advertisement.
Waste Circulation
Advertising in an area where the product or service is not available or has no sales potential or persons in an Advertiser's audience who are not potential consumers.
Weekly Newspapers
Newspapers that are published once a week and typically serve readers with exclusive emphasis on local news and advertising.
White Space
Areas of a page free of any type or artwork.
Widow
In typesetting, widows and orphans are words or short lines at the beginning or end of a paragraph, which are left dangling at the top or bottom of a column, separated from the rest of the paragraph.
X-height
The height of the lower-case letters relative to the capitals in any given type.
ZIP
A method of compressing computer files for storage and transfer.
Zoned Editions
Editions of the paper that are zoned to a specific region or area.