Glossary

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FACE
Specific design of a set of characters, numbers, and symbols such as Times Roman, Courier, etc.; also called typeface.

FACING
A billboard location with the panels facing the same direction and visible to the same lines of traffic.

FADE
Bring picture or sound in or out slowly.

FAX-IT-BACK
Reader Service Cards appearing in selected issues of the paper/magazine. Through its automated computer system, its fax product and service information to readers who request it via a toll-free Fax-It-Back telephone number. This added service is offered free of charge to participating advertisers.

FEEDBACK
The measurable response to advertising, by sales, by coupon returns, by request for offers, by inquiries.

FIELD FORCE
In single-copy sales, a group of representatives maintained by a national distributor (see definition) or a large publisher. A marketing field force gets authorizations (see definition) from retailers. A circulation field force oversees the execution of planned distributions to retailers.

FIFTY-FIFTY PLAN
In cooperative advertising, the equal sharing by a manufacturer and a dealer of the cost of a manufacturer's advertisement appearing over a dealer's name.

FILLER
A brief news article or public service ad used to fill small spaces.

FILM
1. Film come in the form of a "negative" or a "positive".
2. On one side will be the photosensitive coating known as "emulsion". This is expressed as "emulsion side up" or "emulsion side down".
3. The image will be "right reading" one way around, the inverted reverse image being "wrong reading".
Different publishers will require film which conforms to different combinations of these three factors. Color film should be supplied as four separations into process colours (black, magenta, cyan and yellow". These are created by means of filters resulting in four films used to make printing plates. Four colour separations should usually be supplied with either colour proofs or progressives as a guide to colour matching.

FILM NEGATIVE
A photographic record of an image tonally reversed.

FILM POSITIVE
A photographic record of an image tonally correct.

FINDER NUMBER
A unique member that becomes part of each name and address on a mailing list. When the order is received, the fulfillment operation uses the number to locate the name on the mailing list and input that record to the mainfile (see definition) tape-to-tape, error-free.

FINISHED LAYOUT
A print layout made to correct publication size and detailed enough to obtain client’s approval to produce.

FIRST CLASS
The U.S. Postal Service class of mail that provides the msot timely delivery and is therefore the most expensive class, outside the express service. Occasionally, a direct mailer will choose to use first class for speed or impact purposes, instead of the usual standard service class. By law, invoices must be sent first class.

FIXED PITCH
Typeface in which all character cells are of equal width.

FIXED RATE
An advertising rate for advertising time that cannot be taken away or “preempted” by another advertiser; usually the highest advertising rate; commonly used in broadcast advertising.

FLAG
The newspaper’s identification of itself on page one.

FLAT BED
Letterpress design in which the type rests on a flat surface while a roller inks the surface and presses the paper to it.

FLAT RATE
An advertising rate that does not include any discounts.

FLEXOGRAPHIC
Relief printing using flexible rubber or plastic plates.

FLIGHT (FLIGHT SATURATION)
Concentrating advertising within a short time period; an advertising campaign that runs for a specified number of weeks, followed by a period of inactivity (see Hiatus), after which the campaign may resume with another flight.

FLIGHTING
A method of scheduling advertising for a period of time, followed by a period of no advertising, followed by a resumption of advertising.

FLOAT
In periodical advertising, to run an advertisement within a space which is larger than the ad.

FLOATING TIME
See Run of schedule.

FLUSH LEFT
Type composed with successive lines aligned on the left, not on the right.

FLUSH RIGHT
Type composed with successive lines aligned on the right, not on the left.

FLYER
A form of direct-mail advertising that is usually a single, standard-size page printed on one or both sides and folded one or more times. It often accompanies a sales letter.

FOLIO
(a) A size of paper.
(b) A book with signatures formed of a single sheet of paper folded once, and thus of four pages each.
(c) Loosely, any book with very large pages.                                                                            (d)Any of the numbers that identify the successive pages of a book.

FONT
A complete assortment of all letters and characters of one size and style of type.

FORCED COMBINATION
Morning and evening newspapers owned by the same publisher that are sold to national advertisers only in combination. Some forced combinations are morning and evening editions of the same newspapers.

FORCED FREE TRIAL
A short-term, free subscription sent without request to targeted prospects with the goal of converting them to paid subscribers, most frequently used by newsletters. Because of their high production and mailing costs, magazines are more likely to use sampling (see definition) thant FFTs.

FORCING DISTRIBUTION
Using advertising to increase consumer demand, thereby including dealers to stock a product; seldom used not.

FORMAT
Size, shape, layout, typography, etc. of an ad, page, section or total newspaper. To produce in a  specified form or style.

FOUR-COLOR (4/C)
Black and three colors (blue, yellow, red). Standard color combinations used by practically all publications offering color advertising.

FOUR-COLOR PLATES
The printing plates used in four-color process. Since a printing plate can print only one color at a time, the printer must prepare four different printing plates, one for each color (cyan, magenta, yellow, and black or “CMYK”). Therefore, four separate continuous-tone negatives are reproduced to make a set of four-color plates.

FOUR-COLOR PROCESS or CMYK
Technique for reproducing color illustrations by a set of four process plates (one of which prints all the yellows, another the blues, a third the reds, the fourth the blacks, not necessarily in that order).

FOUR P’s
The basic ingredients in a marketing mix: Product, Price, Place (distribution) and Promotion. Advertising is part of Promotion.

FRACTIONAL PAGE
Print advertising space of less than a full page.

FRACTIONAL SHOWING
An outdoor advertising showing of less than 25 (see Showing).

FRANCHISE POSITION
A specified position in a publication (e.g., back cover, inside front cover) for which an advertiser is granted a permanent franchise (or right to use) as long as he continues to use it. Franchise positions are sometimes specific locations such as "opposite punched hole recipe page" in Better Homes & Gardens. Some positions are negotiated for specific issues, while others may be granted by frequency of use (i.e., six out of twelve issues). If a given position is not used one year, it usually must be renegotiated to regain it.

FREE CIRCULATION
A publication sent without charge; often with controlled distribution.

FREE PUBLICATION
A publication sent without cost to a selected list of readers. Circulation may or may not be audited by C.C.A., but cannot qualify for A.B.C. audit unless at least 70 percent of circulation is paid.

FREEMIUM
Also called a “love gift”. An item or service given free of charge to a subscriber, and not directly tied to a magazine or product purchase. In other words, a true gift, as opposed to a premium linked to a sale. Freemiums have become popular among publishers seeking to foster customer loyalty.

FREEPOST
A type of business reply service ofered by the postal services in several countries for use within the country. The sender writes the word “Freepost” and the appropriate Freepost number on the envelope in place of a stamp, and the letter is delivered to the holder of the Freepost permit.

FREESTANDING INSERT
Multi-page ads produced elsewhere and tucked into the folds of a local paper. Often include coupon offers. Also called “FSI”.

FREEZE FRAME
Picture motion suddenly stopped to highlight one element – stopping on one frame in a film or tape.

FREQUENCY
Number of advertising insertions (or broadcast programs) bought during a set period (usually a year), sometimes a basis for reduced rates, frequency discount or the frequency in the issuance of a publication.
The frequency of publication specifies the regular interval between editions, for example "weekly", "montly".

FREQUENCY DISCOUNT
A discount given for running a certain number of insertions irrespective of size of advertisement within a contract year. Similar discounts are available in broadcasting, but may be of two types: frequency per week as well as total number of announcements in a contract year.

FREQUENCY DISTRIBUTION
An array of reach according to the level of frequency delivered to each group.

FRINGE TIME
Broadcast time periods preceding or following prime time: television time between daytime and prime time is called “early fringe” and television time immediately following prime time is called “late fringe”.

FRONT-END SYSTEM
The computer terminal used by reporters and classified ad visors.

FULL POSITION
Preferred position location of an advertisement generally following and next to reading matter, or top of column next to reading matter; when specifically ordered, it costs more than run-of-paper advertising.

FULL RUN
One transit advertising car card in every transit bus or car.

FULL SHOWING
The number of outdoor posters that are needed to reach all of the mobile population in a market at least once within a 30-day period (see Gross rating points); also called a 100 showing (see Showing).

FULLFILLMENT
An all-inclusive term referring to the numerous tasks involved in creating, updating and maintaining an active subscriber list and producing the mailing labels and necessary statistics and reports for auditing and marketing purposes. Fulfillment is accomplished either through an outside supplier “a fullfillment bureau (also called a fulfillment “house” or “fulfillment service”) or internally, with purchased or self-developed software packages, hardware and an in-house staff. Each in-house and outside system or bureau has its own capabilities and specialties.

FULL-COVER DISPLAY
The most desirable position within a mainline display (see definition) at retail, in which the entire cover of the magazine is visible.

FUTURE STARTS
New subscriptions, entered with instructions to start service with some future issue. When that issue has been printed, the computer automatically starts these subscriptions. An example is a Christmas gift subscription intended to start with the January issue.

FY
Fiscal Year.