Above the Fold: In the context of banner ad placement, above the fold generally refers to a banner placement on a web page that can be viewed without scrolling either horizontally or vertically. Most online ad networks define suitable above the fold placement as within 500 or 600 pixels of the top of the page.

Ad Views: The number of times a specific ad has been displayed. Many ad networks sell advertising using a CPM model, in which ads are purchased and web publishers reimbursed at a fixed rate per thousand impressions.

Advertorial: An advertisement that has the appearance of a news article or editorial, in a print publication.

Anchor Tenant: Anchor tenant positions are available on either a quarterly or annual basis, and offer the opportunity for continual exposure to a targeted market.  All anchor tenant banner placements are 120 x 90 pixels and typically reside near the bottom of the page on a website.

Animated GIF: A graphic image in GIF (graphical interchange format) format composed of multiple layers which display in turn, providing the illusion of motion. A large percentage of non rich-media banner ads are in animated GIF format. Animated GIF banners have historically generated higher click-through rates than static images. However, as web users have grown more mature, some studies indicate that blinking or flashing images are more often automatically ignored, as users have come to assume that any animated image on a page is an advertisement.

A La Carte: Terms used to describe the way services are offered at some advertising agencies. For example, if an ad agency chooses to provide only the services that a client wishes to purchase instead of providing all services for a set price it would be offering their services a la carte.

Banner Ad: A graphical web-advertising unit of varying sizes. Size is expressed in pixels wide by pixels tall. For example, a 728×90 banner is 728 pixels wide by 90 pixels tall.

Bind-In Card: A promotional piece, usually with a reply or order form, frequently on card stock, bound into a magazine.

Bleed: When any image or element on a page touches the edge of the page, extending beyond the trim edge, leaving no margin.

Blow-In Card: A subscription promotion card or envelope blown loosely into a magazine so that it will fall out when the magazine is opened and attract attention.

B2B or Business-to-Business: A business that targets other commercial entities rather than consumers. B2B websites tend to generate significantly higher ad revenues that strictly consumer-oriented sites.

B2C: Business to consumer (B2C) is a business model in which a business’s main customers are consumers. Common B2C web sites include online stores selling books, music & videos.

Click Through: The action of clicking on a banner and having ones browser automatically redirected to the web page a banner is hyperlinked to.

Click Through Rate (CTR): The percentage of impressions that resulted in a click through. Calculated by dividing the number of clicks by the number of impressions. For example if a banner was clicked on 13 times after being displayed 1000 times, the banner would have a click through rate of 1.3% (13 ÷ 1000 = .013). This is also commonly know as a banner’s click rate.

CMYK: Abbreviation for cyan, magenta, yellow and key (black), the four process colors.

Circulation: Of a print publication, the average number of copies distributed. For outdoor advertising this refers to the total number of people who have an opportunity to observe a billboard or poster.

Cost Per Thousand (CPM): The cost per 1000 people reached via advertising space bought in a given media vehicle.

Creative: A general marketing term used for the material used to generate leads and sell advertising developed and designed by art directors and/or copywriters in an ad agency.

Demographics: Basic objective descriptive classifications of consumers, such as their age, sex, income, education, size of household, ownership of home, etc. This does not include classification by subjective attitudes or opinions of consumers

Direct Marketing: Sending a promotional message directly to consumers, rather than via a mass medium. Includes methods such as Direct Mail and Telemarketing.

Digital Edition: Electronic edition of a publication including the same content and advertising as a print issue of the same date.

Direct Response: A type of advertisement that allows recipients to respond directly to the sender to order a product/service or get more information. Common methods of response include mail, telephone and email.

FTP: File Transfer Protocol; a common way to transfer files over the internet.

Flash: a popular method for adding animation and interactivity to web pages.

House List: A list of buyers of one or more of a company’s titles/products.

House Ads: A type of banner advertisement that a website publisher runs in an ad space when no paying advertisement is available to fill the space. Typically filled with an advertisement promoting one of the website’s services, products or features.

Hover Ads: A special type of pop-up ad created using Dynamic HTML, JavaScript and similar web browser technologies. They appear to “hover” over the page, usually obscuring the content.

HTML: Hyper Text Markup Language (HTML) is a computer programming language that helps control the format of a document’s content and design on the World Wide Web. An HTML editor is a software program that enables one to easily create HTML pages.

Issue: Publication for a given date.

Insert: An advertisement that is enclosed with bills or letters; a one-page or multi-page print advertisement that is distributed with the publication and may or may not be bound into it.

Insertion Order: A statement from an advertising agency to a media vehicle that accompanies the advertisement copy and indicates specifications for the advertisement.

Impressions: The number of times a banner ad was requested and presumably seen by users.

Lead: A lead indicates a potential customer who has expressed interest in a product or service, generally by means of requesting additional information or following through on an online registration.

Lead Generators: Any marketing-related activity intended to publicize the availability of a vendor’s product or service.

Landing Page: The advertiser’s web page to which a user is directed after clicking an ad. It is important that the landing page is one which entices users to immediately purchase a product or service, rather than simply the home page of the advertising site.

Media Kit: Information offered to potential advertisers by publishers to help advertisers understand the publisher’s rates, visitor demographics, terms, etc.

Open Rate: The number of email messages opened divided by the number of email messages sent.

Opt-Out/Opt-In: Because of consumer privacy concerns and government regulations, responsible direct marketers give individuals the choice of having their names or email addresses removed or omitted from a list or database. Essentially, an opt-out provides a box to be checked in order to be removed from or not placed on the list. The opt-in is a more stringent method, in which the customer or prospect must actually give affirmative notice that he/she wants to receive third-party messages or future promotions/communications from the publisher itself. CTI has a “double-opt-in” policy, which means subscribers have affirmed a second time that they want to receive email before they are added to the list. This ensures that no person can subscribe someone else out of malice or error.

Page View: Occurs when a user’s browser requests a web page.

Pixel: Short for picture element (Pixel), a pixel is a measurement representing a single point in a graphic. Most ad units are measured in pixels such as the common 728 pixel x 90 pixel banner.

Polybag: A plastic wrap around a magazine that allows enclosure of promotion materials and protects the magazine in the mail.

Perfect Bind: To bind sheets that have been ground at the spine and are held to the cover by glue. Also called adhesive bind, cut-back bind, glue bind, paper bind, patent bind, perfecting bind, soft bind and soft cover.

Proof: Test sheet made to reveal errors or flaws, predict results on press and record how a printing job is intended to appear when finished.

Reach: The total audience that a medium actually reaches; the size of the audience with which a vehicle communicates; the total number of people in an advertising media audience; the total percentage of the target group that is actually covered by an advertising campaign. For a website, the number of unique visitors that visited a site over the course of the reporting period, expressed as a percent of the universe for the demographic category. Also called unduplicated audience.

Reader Service Card (RSC): Cards that list the page numbers of advertisers’ ads in a particular magazine issue and allow a reader to send in the card to get more information on those advertisers.

Readership: The percent or number of persons who read a publication or advertisement.

Regional Edition: Editions of a publication that contain advertising and/or editorial targeted to readers within a specific geographic area.

RGB: Abbreviation for red, green, blue, the additive color primaries.

Rich Media: Rich media advertisements are banners (or popups, skyscrapers, interstitials, etc.) which are constructed using dynamic tools such as Flash, HTML forms, Java, ASP, Shockwave, Javascript, or other languages or applications that increase the appearance and/or functionality of the ad beyond that which can be achieved with a static or animated image. For example, a rich media ad may include sound, a user registration form, a multiple page Flash application, or other more sophisticated media. Rich media ads usually command higher CPM levels than simple image redirects.

ROC: Run of category (ROC) means a banner will appear anywhere within a category on a website or ad network. More targeted than a run of site (ROS) campaign where the banner would appear randomly on any page of the site.

ROI: ROI, or return on investment, is a calculation used to determine the relative efficacy of an ad campaign in financial terms, in particular whether or not an ad campaign has generated more or less new revenue than it cost. Due to the direct response nature of many internet ad campaigns, it may be possible to determine ROI with much greater precision than, for example, a television commercial. The response to broader, branding-style campaigns may be more imprecise.

RON: Run of network (RON) means a banner will appear on any page of any site that is part of an ad network. Since this type of buy is not targeted, it tends to be the least expensive type of advertisement that can be purchased.

ROS: Run of site (ROS) means a banner will appear anywhere on a website as opposed to run of category (ROC) which would appear only on pages within a specific category.

Saddle Stitch: To bind by stapling sheets together where they fold at the spine, as compared to side stitch. Also called pamphlet stitch, saddle wire and stitch bind.

SEM: Search engine marketing (SEM) is the practice of promoting a website through a search engine.

SEO: Search engine optimization (SEO) is the practice of promoting a website through a search engine’s organic listings.

Skyscraper: A type of ad unit that is much taller than it is wide.

Social Media: Content created by people using highly accessible and scalable publishing technologies that is intended to facilitate communications, influence and interaction with peers and with public audiences, typically via the Internet and mobile communications networks.

Static Image: Static art is an image, or a graphic that does not move. Static art is not an animated image.

Tabloid: A newspaper of the approximate size of a standard newspaper folded in half (slang “tab”).

Targeting, Ad Targeting, Targeted, Targeted Ads: Targeting refers to the means by which advertisers attempt to reach a desired audience through choice of category (in an ad network), choice of website, choice of demographic, geographic location, or whatever other criteria the advertiser finds interesting. Targeted ads command higher CPM rates than non-targeted ads, with the most finely targeted, site-specific, usually earning the highest rate.

Tip-On: A single-sheet subscription renewal or new-business promotion glued or affixed to the front of a subscriber or sample copy. Less costly than a wrap. Used most heavily by controlled titles, but also increasingly common among paid titles.

Traffic: The rate at which a site is visited. The term is general, but the best true measures of traffic are calculated in terms of page views, visits and unique visitors.

Two-page Spread: A single print advertisement that crosses two facing pages.

Unique: The number of distinct individuals, as determined by IP address, user login, cookie, or some combination thereof, who visit a website or view a banner ad.

Up-Sell: The process of making an additional offer for related products/services to a customer after they have committed to a sale but before they have completed the transaction.

Web Analytics: The study of the behavior of website visitors. Web analytics especially refers to the use of data collected from a website to determine which aspects of the site work towards the business objectives; for example, which landing pages encourage people to make a purchase.

Zoned/Regional Edition: Editions of a publication that contain advertising and/or editorial targeted to readers within a specific geographic area.