LEARN
The
LINGO
YOU WON'T KNOW
EVERYTHING FROM
DAY ONE, BUT KNOWING
A FEW INDUSTRY TERMS
WILL REALLY HELP
B2B
B2B stands for business-to-business, and refers to transactions or interactions that occur between businesses, where one sells products or services to another business rather than to individual consumers.
B2C
B2C, or business-to-consumer, refers to transactions or interactions between a business and individual consumer, where products or services are sold directly to end-users for personal use or consumption.
Beat
This refers to a specific area or topic that a reporter or journalist covers on a regular basis. Reporters are often assigned to cover a beat based on their interests, expertise, or the needs of the publication.
Byline
This is line of text that identifies the author or content creator. Bylines are typically placed at the beginning or end of the work and include the author's name, often accompanied by additional information such as their title, affiliation, or location.
Brief
A brief is a set of instructions provided to a writer, designer or other creative outlining the objectives, requirements and specifications for a project.
Circulation
In publishing, circulation refers to the number of copies of a publication that are sold or distributed within a certain time period, typically a week, month, or year. Circulation figures are used to measure the reach and popularity of a publication and are often a key metric for advertisers and publishers alike.
Clips
This refers to samples of a writer's published work. Clips serve as a portfolio or showcase of the author's writing skills, style, and expertise. They are often compiled into a portfolio to be shared with potential employers, editors, or clients when seeking new writing opportunities. Clips demonstrate the author's ability to write effectively, research topics thoroughly, and adhere to the editorial standards of different publications.
Commission
When referred to in the context of editorial, to be commissioned is to be assigned a story as a writer. If you work in sales, commission is money earned for hitting your target.
Contributor
This is an individual who provides content for a publication. Contributors may be freelance writers, journalists, photographers, artists, experts in a particular field, or anyone else who creates content for publication.
Copy
In the context of publishing, copy refers to the written content or text that is intended for publication. It encompasses any written material that is part of a publication, whether it's articles, advertisements, captions, headlines, product descriptions, or any other text elements. In publishing, copy plays a crucial role in communicating the message, tone, and style of the publication to the audience. Well-written copy can enhance the readability, impact, and overall quality of the publication.
Copywriting
This is the process of writing and editing text to effectively convey information, engage readers and achieve specific goals, such as informing, persuading, or selling. Copywriters are professionals who specialise in crafting compelling and persuasive written content for various mediums, including print publications, websites, advertising campaigns and marketing materials.
Distribution
The process of getting a publication from the publisher to retailers and ultimately to consumers.
DPS
This is a printed publication term and stands for double page spread. It refers to the layout format where content, typically images or text, span two adjacent pages. Typically used for longer features and advertising looking to grab the readers attention.
Editor
The role of an editor in the publishing industry is multifaceted and critical to the overall quality and success of a publication. Editors play a pivotal role in shaping, refining, and improving written content before it is published. Their responsibilities may vary depending on the type of publication and the stage of the publishing process.
Editing
(also subbing / subediting) is the process of checking copy, correcting grammar, spelling, and punctuation errors in a piece of copy or content.
Feature
This refers to a longer, more in-depth article or piece of content that explores a specific topic, theme or issue in greater detail than a regular article.
Impression
In the context of publishing and advertising, an ‘impression’ refers to the number of times an advertisement or piece of content is displayed or viewed by an audience. Impressions are a measure of the exposure or visibility of an advertisement, indicating how many times it has been seen by potential viewers, regardless of whether they interacted with it or not. Impressions are an important metric in advertising and publishing because they provide insights into the reach and effectiveness of an advertising campaign or content strategy.
Lead time
In publishing, lead time refers to the amount of time required between the submission of content and its publication. It encompasses all the necessary steps involved in the production process, from editing and formatting to printing and distribution. Lead time can vary significantly depending on the type of publication, its production schedule and the complexity of the content. Understanding lead time is essential for authors, journalists, and contributors, as it helps them plan their work and meet deadlines effectively.
LTV
This stands for life time value, and refers to the predicted net profit that a customer will generate over the entire duration of their relationship with a company. It is a measure used to assess the long-term value of acquiring and retaining customers. In publishing, this is often through subscriptions and memberships.
Masthead
In magazine publishing this refers to the page or column in a publication that lists the magazine's name, logo, publication date, volume or issue number, and editorial staff. The masthead may also include a list of contributing editors, writers, photographers, designers, who have had a role in the current issue.
MPU
Whilst it stands for mid page unit, it is always referred to as an MPU. It is a common type of online advertising unit usually rectangular in shape. MPU ads are typically displayed on websites, blogs, and other digital platforms, often appearing in the sidebar, within content, or at the bottom of a webpage. MPU ads are popular among advertisers because they strike a balance between being noticeable to users without being overly intrusive.
MVP
MVP stands for minimum viable product. It is a concept and strategy commonly used in product development and start-up culture. An MVP is the simplest version of a product that can be released to the market to validate its viability, test assumptions, and gather feedback from early adopters.
POS
This stands for point of sale. It can mean materials used to sell and promote something - special racks, stickers, banners, etc. It can also refer to the physical location where a transaction takes place.
Pitch
A pitch refers to a proposal or idea that a writer, journalist, or content creator presents to an editor, publisher, or media outlet with the intention of having it accepted for publication. Pitches are typically concise and persuasive summaries of the proposed topic, angle and approach for a potential article, story or piece of content.
USP
This stands for unique selling point. It refers to the distinctive feature or benefit of a product, service, or brand that sets it apart from competitors in the marketplace. The USP is what makes a product or service unique and valuable to customers, giving them a compelling reason to choose it over alternatives. A strong USP can help businesses stand out, build brand loyalty and drive sales.
