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!
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.