Newspapers have a language of their own. Words, terms and jargon used within the industry. Individual newspapers often have their own dialect of this language. The same word can have several meanings across different newspapers. The following is an attempt to capture the language that has developed within The New Zealand Herald and Herald on Sunday.

• Alpha-sorting: positioning of a classified ad in alphabetical order according to the first word.
• Amusement: ad that goes in the entertainment section.
• Bleed: part of ad that prints outside the image area of a page.
• Bold: classified ad that has a border.
• Broadsheet: full newspaper page size; 54x10 display
• Camera Ready: Copy press ready
• Centrespread: the middle facing pages of a section, joined in the gutter.
• Classified Ads: lineage and bold ads that are listed alphabetically in columns at the 'back' of the paper.
• Circulation: number of copies of the paper sold each day.
• Classpage: classified pagination software.
• CMYK: C - cyan, M - magenta, Y - yellow, K - black. The subtractive primary colour model used in printing. From this, the entire visible colour spectrum can be created.
• Column: the advertising units each page is divided into vertically.
• Column Centimetre: The unit in which display advertising is sold e.g. 20 centimetres by 4 columns = 80 column centimetres.
• Copy: advert content material.
• Composite: a number of smaller ads put together to form a larger ad.
• Creative: artistic design of an advert for a client.
• Deadline: final time when booking/copy needs to be processed.
• Display Ads: ads that appear in the editorial sections, 'front', of the paper.
• Dot Gain: growth in size of a halftone dot found in images, throughout reproduction from original to printed product
• DPI: dots per inch; indicates the screen or printer output resolution.
• DPS - Double Page Spread (Facing Pages): two separate pages that are facing each other.
• Editions: slightly different versions of the same day's paper.
• EPS: Encapsulated PostScript; a standard file format for importing and exporting PostScript files.
• Feature: Advertising/Editorial composite within an existing section of paper.
• Four Colour: full visible colour spectrum using CMYK.
• Gatefold: a broadsheet page that is one and a half the normal size; the 'half' folds out to be the 'gate'.
• Guaranteed: loadings paid to ensure booked position.
• Greyscale: visual or electronic measurement of the tonal range from black to white.
• G.S.M.: grams per square meter; how newsprint is measured; the heavier the weight the thicker the paper; NZH is 42gsm.
• Gutter: the unprinted area between the image areas of two facing pages.
• Image area: area of a page which can be used for an image, leaving a margin.
• Inserts: printed publications that are 'inserted' into the paper.
• Key Appointments: display ads at the front of HeraldJobs section.
• Key Number: file name of electronically supplied copy.
• Lightface: type of classified lineage ad that has no border.
• Lineage: Standard classified text ad. Also called run-on.
• Loading: extra charge added to base rate. Applied for colour or position.
• Lug: small display ads, left and right of masthead.
• Masthead: brand name of each section.
• Material: copy; advert content.
• Mono: black & white advertising.
• Mottle: solid printed areas not of uniform density, resulting in an uneven appearance. A result a water and ink imbalance.
• N.A.B.: Newspaper Advertising Bureau; sales and marketing arm of the daily newspaper industry in NZ.
• Online: internet advertising sector of the Advertising Dept.
• Pagination: placement of classified ads on a page.
• Panorama: advert that goes across two facing pages and through the gutter of a centrespread.
• Paper Stock: refers to weight and style of newsprint.
• PDF: postscipt definition file; electronic format used for supplying ad copy.
• PMS: pantone matching system; colour selection system created by Pantone; CMYK cannot recreate all PMS colours
• Pre-flight: division of Production which deals with ad copy supplied electronically.
• Premium Position: ad position that is deemed to be a superior placement; incurs loadings; managed by a Log.
• Preprint: section of paper printed prior to the main body of paper for a particular publication date; then inserted into paper.
• Press Ready: ad copy supplied electronically that is ready for publishing. Also called camera ready.
• Proof: ads 'set' inhouse are sent to clients for approval and corrections. Sent via e-mail or fax.
• Rates: charges for advertising space per coloumn centimetre.
• Rate Card: card containing advertising rates, mechanical specs etc; updated annually.
• Readership: a count of every single person that reads the paper separately- whether they bought it or not.
• Registration: precision alignment of colour separations for printing; ie the CYMK plates all line up and image is clear.
• Registration Marks: lines, dots or other marks on film separations used to allow them to line up.
• Resolution: quantification of type/image quality using number of dots per square inch.
• Reverse: the use of black instead of white as a background.
• Run-on: standard classified text ad. Also called lineage.
• Setting: advert requiring ad makeup by production.
• Screen: continuous tone that runs through an image/ad. Made up of a halftone.
• Scumming: colour wash along the edge of a page as a result of water and ink variation.
• Show Through: the reverse side of a page is visible.
• Solus: sole advertising position on a page.
• Spadia: same as Gatefold.
• Split run: an advertiser runs different copy in different geographical areas on same day's paper. Requires the press to be stopped so page can be replated with new advert.
• Supplement: additional section containing editorial/advertising different from usual daily content.
• Tabloid (Compact): half newspaper page size; half broadsheet size; 37x7 display.
• Template: a standard ad design into which new information can be placed.
• White Space: part of an ad that has no text/artwork/colour.
• Wraps: customer paid four pages 'wrapped' around a complimentary newspaper.