Glossary

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LAYOUT
A sketch which gives the general appearance of the finished, printed product, indicating the relationship between text and illustrations.

LEADING
The vertical distance between lines of type, measured from baseline to baseline, measured in points. (Pronounced "led" ing).

LEGAL
An advertisement legally required to be published, giving public notice of a court-of-law proceeding or an action of government body.

LETTERPRESS
Printing from images with a raised surface which impress on the paper.

LETTERSPACING
The amount of space between each letter in a word.

LIFE
The length of time during which an advertisement is used; the length of time during which an advertisement is judged still to be effective; the length of time that a publication is retained by its audience.

LIFE-STYLE PROFILES
Classifying media audiences on the basis of career, recreation, and/or leisure patterns or motives.

LIGATURE
Two or more characters joinedinto a single unit.

LINAGE
In print, the number of agate lines to be used for an advertisement or for a series of advertisements, now made somewhat obsolete by the declining use of agate-line measurements (see Agate line).

LINE ART
Any artwork composed of solid blacks and whites – no shades of gray. Reproduction does not involve a halftone process.

LINE COPY
Any copy that consists of no tonal values, which is suitable for reproduction without a halftone screen.

LINE DRAWING
A drawing in which the tones are either black or white, with no shades of gray; if there are shaded areas, they are produced by varying the sizes and spacing of lines or dots, not by graduation of tones as in a wash drawing.

LINE RATE
The print advertising rate that is established by the number of agate lines of space used; somewhat obsolete because of the declining use of agate-line space measurements.

LINEAGE
The number of agate lines/mm/cm..., of space occupied by one advertisement or a series of advertisements, or the total volume, measured in the same way, used by an advertiser, a group of advertisers, etc., or contained in a medium.

LIST BROKER
The intermediary between list renters and list owners.

LIST HYGIENE
Everything that goes into ensuring that lists are clean and deliverable, including the correctness and non-duplication of names and addresses.

LIST MANAGER
The in-house or outside professional or company responsible for marketing a list and/or maintaining, cleaning and enhancing that list.

LITHOGRAPHIC
Ink is applied selectively to printing plate by chemically treating image areas to accept ink and non-image areas to accept water.

LIVE ACTION
TV commercial involving real people and objects, as opposed to animation.

LOCAL ADVERTISING
Advertising by local retailers (as opposed to national advertisers advertising in local markets), usually at a lower rate than that charged national advertisers.

LOCAL MEDIA
Media whose coverage and circulation are confined to or concentrated in their market of origin. Usually, they offer different sets of rates to the national advertiser and the local advertiser.

LOCAL RATE
Rate charged by a medium to thelocal retail trade.

LOCALLY EDITED SUPPLEMENT
Sunday magazine supplement similar in character to syndicated magazine supplements but owned and edited by the newspaper distributing it. Such supplements are available in most of the larger cities throughout the country. Certain of them have banded together into groups for purposes of more efficient soliciting of national advertising and they offer group rates to advertisers who buy all the papers.

LOG
A broadcast station’s record of its programming.

LOGOTYPE OR LOGO
Two or more letters or a whole word or distinctive setting of a name, cast as a single piece of metal, a standardized pattern as for the advertiser's name or trademark.

LOH
Ladies of the House. A term used by A.C. Nielsen Company in some of its reports, referring to female heads of households.

LOWERCASE
Small letters of a typeface, as distinct from uppercase or capital letters.
 

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