Key Terms

Term	Explanation
advertorial	Advertising material that is designed to look like editorial. In the UK, this is covered by a BSME code of practice and must be labelled as 'advertising promotion'
audience	The people that you want to reach.
bleed	Printed matter that extends beyond the trimmed edge of a page. The bleed area is usually 3mm beyond the trimmed size of a page
body copy	main text on a page
byline	The headline and text of a second less important story in a magazine or paper.
classified advertising	Advertising sold by the line or column centimetre (as opposed to display advertising). Adverts grouped according to content.
Caption/anchorage	An explanation of a photo or diagram.
coverline	Gives more information about the headline and article – used to make you read on.
cover mount	A gift stuck to a magazine's front cover
display advertising	Large adverts, usually sold in multiples of quarter to full page
editorial	An opinion from a publisher or editor about a topic of interest
feature Article	The main article advertised on a front cover of a magazine, or the main article in a spread.
font	A set of type characters, numbers and punctuation marks, in one face and size.
gutter	Gap between columns of text or around the text area of a page.
Graphic feature	Use of graphics to enhance the look – boxes, borders, shapes etc.
header	Information line at the top of a page.
headline	A headline is text at the top of a newspaper article, indicating the nature of the article below it.
lead	Beginning of a news story, generally contains who, what, when, where, and why
main picture	The biggest and most eye catching picture – often linked to the feature article.
masthead	The name of a publication traditionally printed at the top of the first editorial page, often as a logo and often accompanied by issue number and date
puff or starburst	Attention-grabbing panel, so-called because originally words put on star-shaped background.
puff piece	A flattering piece of copy about a person, usually very biased
pug	Top part/"ears" of newspaper at the top left and right-hand corners of the paper (aka "ears" of the page). Can contain the price of the paper, a logo or a promotion.
pull quote	Phrase or sentence taken from an article and used to attract a reader's attention by setting it in a larger type size
sidebar	Short article related to main topic on page, usually in a box or given a special typographical treatment
Strapline	A thin band across the bottom of a magazine front cover previewing what is inside.
Skyline	The same as a strapline, but at the top!