AS Media Glossary

Masthead - The name of the magazine is displayed in the typeface in which it is designed. This is the visual branding of the title and is usually done in a unique typeface to be very recognisable.


Dateline- Month and year of publication, often with the price. Note that a monthly magazine usually hits he news-stands the month before the cover date.


Main Image - In this case there is a single image of the model Shania. It is used in a classic way, the face is a big enough to make an impact on the news-stand, with the model making full eye-contact.


Model Credit - This says: 'Shania: So hot.' It is unusual for such a credit to appear on the cover.


Coverlines - Cosmopolitan uses a lot of cover lines, which are distributed around the main image without detracting from it too much.


Main Cover Line - This is very large - taking up about a quarter of the cover area -  and comes in three layers, each with a different colour. It promotes the use of naked male centrefolds, a feature of Cosmopolitan in the UK since its first issue.


Bar Code - Standard barcode used by retailers.


Selling Line - Short, sharp description of the title's main marketing point ('The world's No 1 magazine for young women') or perhaps setting out its editorial philosophy.


An example of a magazine face of which incorporates most of these methods would be the one below...

More Useful Terminology... 


Breakdown - Analysis of data by certain criteria, for example, sales by geographic area, website traffic by top-level domain.


Cluster Publishing - Build other titles around a successful magazine to protect it from competitors by controlling market share in readers and advertisers. A strategy used by IPC that failed to protect Woman and Woman's Ownfrom German groups in 1980s.


Coated Paper - Paper coated with a mixture of china clay, latex or other materials to give a smooth finish for printing. Usually used for magazines.


Cover-Wrap - Extra cover wrapped around a magazine, usually for advertising purposes. Rare until 2006 in magazines, but common on local newspapers.


4/2 or 4 back 2 - Printing 4 colours on one side of a sheet or web of paper and 2 on the other.


Art Paper - Woodfree, coated paper usually used for quality coloured printing.


Blueline - Proof made from (black) printing film that is folded to form a magazine section. Once this is approved printing plates will be made.