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Compiled list: a list of names, addresses, and other criteria aggregated together from a variety of different sources including participating databases, website registrations, directories, public records, and subscriptions.
Deduping: the process of identifying and removing duplicate entries from a mailing list.
Direct marketing: a form of marketing that communicates directly with the target audience. Contrasts with media marketing through a third party using billboards, print, television or radio.
House list: a list of an organization’s customers and/or prospects. In general, house lists produce a higher response rate than compiled lists.
List appends: adding information such as age, household income or SIC code to a mailing list.
List segment: a subset of a mailing list consisting of records that match specific criteria such as gender, age, household income, geographic region or other characteristic.
Response list: a list of names, addresses, and other customer data compiled by a company based on sign-ups, subscriptions, surveys and other commercial transactions.
Seed: to place addresses within the list so the list owner can track use of the list by list renters. Also known as salting.
Subscriber list: a list consisting of data records of people who subscribe to a particular publication or service. Contains the information the subscribers provided at the time they began the subscription.
Teaser copy: Anything that draws the reader’s attention or arouses curiosity. Can be text, graphics, photographs or a combination.


Bleed: printing that extends to the edge of a sheet or page after trimming.
Coated stock: paper that has a coating of clay and other substances applied during the manufacturing process. Coating improves durability and light reflectivity.
DPI: dots per inch - the resolution of an image (300 dpi is the ideal resolution for the printing processes we use)
Finishing: post-printing operations required to complete the printed piece such as trimming, folding and binding.
House stock: paper kept in stock by the printer.
Imposition: setting up your document more than once per page to allow for the most efficient use of the stock we are printing on for you.
Page: one side of a leaf in a publication.
Perfect bind: a method of book binding that uses glue to bind the leaves of the publication to the spine.
RIP: Raster Image Processing - the process of sending your digital file to our printing equipment.
Quotation: price offered to produce the job; considered to be binding for a certain time provided specifications don’t change.
Uncoated stock: paper that has not been coated with clay.
Variable data printing: printing where some of the information is different for each piece printed (i.e. postcards with address information printed or invoices with invoice numbers).


Black space: the graphics, photographs and type in a layout.
Call to action: a marketing and sales device that tells the customer how to take the next step towards a purchase or execute an activity; often uses an imperative verb.
Design grid: a drawn pattern of lines and coordinates used as a framework for a page layout.
Focal point: the centre of interest in a page layout.
Reverse: the technique of printing white or light-coloured text on a black or dark background for emphasis. A reverse greatly reduces legibility, especially with small type.
Rule: a line used for borders, boxes and other typographic effects. Specified in a range of thicknesses called weights, measured in points.
Signature: the advertiser’s name, logo and contact information.
Template: a predesigned document for a particular purpose. For example, an ad template enables a person to generate an advertisement with formatting already complete.
Visual centre: the area of an advertisement located slightly above and to the right of the mathematical centre. Serves as a focal point of the ad.
White space: in design, the absence of type, photographs or graphic elements. Trapped white space is white space appearing within lines of type, usually created by justifying type on a short line length.
Widow: in composition, a single word or part of a word on a line by itself, ending a paragraph, or starting a page.
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