360 Degree Media Group Blog

The A to Z of Newspaper Advertising

Posted by Casey Whatton on Jan 29, 2016 1:00:00 PM

Newspaper advertising can be a complicated environment and full of a wide range of jargon that the average Joe may not fully understand so 360DMG is providing you with a newspaper dictionary. Hopefully it helps you kick-start your advertising!

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Above the fold: The top section of a page.

Agate: Small font, generally 5.5pt.

Anchor: a clickable word or image that is a hyperlink to another page.

Application (app): A program that that can perform a specific task.

Article: A piece of content featured on a page.

Banner: A headline that would be spread across a page, either at the top or bottom.

Banner Ad: An ad that runs horizontally across a page, generally located at the top or bottom.

Bleed: An element that runs outside of the normal margin of a page.

Blog: Usually an informal piece of content that could have a range of topics, and is updated regularly.

Body type: The type of font used in text.

Broadsheet: A full sized newspaper, varying in measurements from publication to publication.

Byline: The name of the individual credited to a piece of content.

Centre Spread: Pages that face each other that lie in the centre of the publication.

Circulation: The number of copies being circulated on any given day.

CMYK: Stands for cyan, magenta, yellow, and black; these are the colour used when printing.

Column: The vertical section of text.

Column inch: A way to measure the columns in depth.

Column rule: A line separating stories.

Co-op advertising: An arrangement between a manufacturer and a retailer, where the manufacturer will reimburse the retailer for advertising expenditure.

Continuation line: A line telling the reader that a story continues on another page.

Copy: The actual text of a story.

Deck: A small headline running below the main headline.

Designated Market Area (DMA): A market/region where a population will receive the same newspaper, internet, television or radio offerings.

Dingbats: Decorative type of characters, such as bullet points.

Display advertisement: Regarding print, any ad other than a classified.

Display headline: Non-standard headline with decorative font to improve aesthetically.

Doglegs: L-shaped columns of text that wrap around images.

Double burn: The process of two elements overlapping when printed, for example text written over an image.

Downstyle: When in a headline the first work and proper nouns are capitalised.

Ellipsis: Three periods to indicate the exclusion of words.

Family: The different weights and styles on one typeface.

Feature: A non-serious news story

Four-colour process: Printing process that requires varying amounts of four colours; being red, yellow, blue, and black.

Frequency: The average of how many times the viewer is exposed to an ad.

Flag: The name of a publication on page one.

Gatefold ad: A page that is folded around the front and back of a publication, covering a portion.

Gross rating points (GRP): A measure of an ad’s exposure, reach x frequency.

Gutter: The margin between pages where the fold lies.

Hairline: The thinnest rule in a newspaper.

Hammerhead: A headline which is big and bold.

Header: A label for any regularly appearing section.

Indent: A part of a column set in a narrower width.

Infographic: Can be a chart, map, diagram, or series of images; and can be used for explanations.

Island ad: An ad surrounded by content.

Kerning: The tightening of spacing between letters.

Leaderboard: An online ad, generally 728 x 90 pixels.

Linage: The size of an ad determined by the lines it occupies.

Leading: Vertical spacing between lines of type.

Line art: A black and white image.

Masthead: The section of the page dedicated to the name of the publication.

Modular advertising: Ad sizing based smaller individual sections of the paper.

Nameplate: The name of a newspaper displayed on page one.

NIM: Newspaper inserted magazine.

Overline: A headline that runs above a photo.

Page impression: The amount of times a page has been viewed.

Photo credit: A line crediting the photographer of an image.

Pica: A print measurement (6 picas in one inch)

Rate card: Information on advertising costs, booking deadlines, and material information; for particular publications.

Reach: The amount of people exposed to an ad over a specific time.

Roman: Normal type of font, opposed to italics or bolded.

Run-of-press/paper: Ads that appear printed in the newspaper.

Scale: To reduce or enlarge an image.

Skyscaper: A tall looking ad (120x600), usually appearing on the side of a webpage.

Spec Ad: A layout showing illustrations and text for an ad.

Tabloid: A newspaper format, usually smaller than a broadsheet.

Tearsheet: A page that is sent to the advertiser as proof of the ad insertion.

Total market coverage (TMC): 100 percent of household coverage in an area.

Unique user: A new user visiting a website.

White space: Area of a page free from artwork or images.

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Topics: advertising, newspaper advertising, advertising dictionary