FELCO Printing & Mailing : Resources & Support : Glossary Of Terms

Glossary Of Terms

FELCO Printing & Mailing takes great pride in making you feel confident about your job during the production process. To help you gain a better understanding of what’s happening to your printing or direct mail project, we’ve compiled a glossary of common industry terms.

A B C D E F G H I J K L M N O P R S T U V W

Accordion Fold
Type of fold in which each fold runs in the opposite direction to the previous fold creating a pleated or accordion affect.
Achromatic
The non-colors: black, white and gray.
Additive Colors
Colors mixed to form all other colors in photographic reproduction: red, green and blue.
Air
Large white areas in a design layout.
Alignment
Condition of type and/or art materials as they level up on a horizontal or vertical line.
Antique Finish
Paper with a rough, sized surface used for book and cover stock.
Art Work
Any materials or images prepared for graphic reproduction.
Artwork
All illustrated material, ornamentation, photos and charts prepared for reproduction.
Ascender
Any part of a lower case letter which rises above the main body of the letter such as in the letters d, b and h.
Assembled negative
Film negatives consisting of line and halftone copy which are used to make plates for printing.
Author's Alterations (AA's)
Changes made after the composition stage where the customer is responsible for additional charges.
Automation-Compatible Mail
Mail that can be scanned and processed by automated mail processing equipment such as a barcode sorter.
Back To Back
Print applied to both sides of a sheet of paper.
Background
Portion of a photograph or line art drawing that appears furthest from the eye; the surface upon which the main image is superimposed.
Balance
Term to describe the aesthetic value or harmony of elements, whether they are photos, art or copy within a layout or design.
Banner
Primary headline that typically spans the entire width of a page.
Bar Code
Nine-digit ZIP code translated into a coding structure of vertical bars and half bars used to speed the sorting of mail and enabling mailers to take a discount on postage.
Base Line
Term to describe the imaginary horizontal line upon which stands capital letters, lower case letters, punctuation points, etc.
Basic Size
Refers to a standard size of paper stock even though the required size may be smaller or larger.
Basis Weight
Refers to the weight, in pounds, of a ream (500 sheets) of paper cut to a standard size for that particular paper grade; also called basic weight.
BF
Abbreviation for boldface used to determine where boldface copy is to be used. Reference: boldface.
Binding
Various methods of securing folded sections together and or fastening them to a cover to form single copies of a book.
Blanket
Fabric-reinforced sheet of rubber that transfers the impression from the plate to the paper on offset presses.
Bleed
Extra ink area that crosses trim line; used to allow for variations that occur when the reproduction is trimmed or die-cut.
Blind Emboss
Design or bas relief impression made without using inks or metal foils..
Blind Folio
Page number not printed on page.
Blocking Out
To mask a section of an art layout before reproduction.
Blow-up
Any enlargement of photos, copies or line art.
Blue-Line
Photographic proof made from flats for checking accuracy, layout and imposition before plates are made. Also known as a Dylux.
Body Size
Point size of a particular type character.
Boldface
Any type that has a heavier black stroke that makes it more conspicuous..
Bond
Grade of durable writing, printing and typing paper that has a standard size of 17” x 22”.
Book
General classification to describe papers used to print books; standard size is 25” x 38”. A printed work which contains more than 64 pages.
Bristol Board
Board paper of various thickness; having a smooth finish and used for printing and drawing.
Broad Fold
Term given to the fold whereby paper is folded with the short side running with the grain.
Brochure
Pamphlet bound in booklet form.
Buckle Folder
Portion of the binding machinery with rollers that fold the paper.
Bulk
Term given to paper to describe its thickness relative to its weight.
Bulk Mail
Term generally used to describe presorting mail including Presorted First-Class Mail and Standard Mail.
Bulk Mail Center (BMC)
Highly mechanized mail processing plant that distributes Standard Mail in piece and bulk form.
Bullet
Boldface square or dot used before a sentence to emphasize its importance.
Burn
Term used in plate making to describe the amount of plate exposure time.
Business List
List of individuals or companies based on a business-related interest, inquiry, membership, subscription or purchase.
Business Mail Entry Unit (BMEU)
Area of a postal facility where mailers present bulk, presorted and permit mail for acceptance.
Business-to-Business Marketing
Reaching prospects and customers (usually in their workplace) with offers relating to their profession as opposed to their lifestyle, hobbies and family.
Caliper
Measurement of paper thickness expressed in thousandths of an inch or millimeters.
Camera Ready
Term given to any copy, artwork, etc. prepared for photographic reproduction.
Cap Line
Imaginary horizontal line running across the tops of capital letters.
Caps & Lower Case
Instructions in the typesetting process that indicate the use of a capital letter to start a sentence and the rest of the letters in lower case.
Caps & Small Caps
Two sizes of capital letters made in one size of type.
Carrier Route Presort Mail
Mail sorted by the carrier route to qualify for discount postage rates.
Case Binding
Books bound using hard board (case) covers.
Cast Coated
Paper that is coated and then pressure dried using a polished roller which imparts an enamel-like hard gloss finish..
Co-op Database
Two or more list owners combine their lists and access each other’s names.
Coarse Screen
Halftone screens commonly used in newsprint; up to 85 lines per inch.
Coated Stock
Any paper with a mineral coating applied after the paper is made, giving the paper a smoother finish.
Coding Accuracy Support System (CASS)
Created by the U.S. Postal Service to ensure the accuracy of software programs used by service bureaus to check addresses and code mailings for delivery.
Collate
To gather sheets or signatures together in their correct order. Reference: gather.
Collating Marks
Black step-marks printed on the back of folded sheets to facilitate collating and checking of the sequence of book signatures.
Color Bars
Term refers to a color test strip printed on the waste portion of a press sheet. It is a standardized Graphic Arts Technical Foundation process which allows a press operator to determine the quality of the printed material relative to ink density, registration and dot gain. It also includes the Star Target, a similar system designed to detect inking problems.
Color Separating
Processes of separating the primary color components for printing..
Color Transparency
Transparent film containing a positive photographic color image.
Column Gutter
Space between two or more columns of type on one page.
Commercial Database Management
Professional management of large compiled databases for list segmentation and rental.
Compiled List
Mailing list gathered from directories, newspapers, public records, etc. identifying people or organizations with common characteristics.
Composition
Assembly of characters into words, lines and paragraphs of text or body matter for reproduction by printing.
Condensed Type
Narrow, elongated type-face.
Consumer List
List of individuals at home addresses who have purchased merchandise or subscriptions, given to a non-profit, etc.
Contact Print
Print made from contact of a sensitive surface to a negative or positive photograph.
Continuous Tone
Image made of non-discernable picture elements giving appearance of continuous spectrum of gray values or tones.
Contrast
Degree of tonal separation or gradation in the range from black to white.
Copy
Typewritten material, art, photos, etc. to be used for the printing process.
Corner Marks
Marks on a final printed sheet that indicate the trim lines or register indicators.
Cover
Term to describe a general type of papers used for the covers of books, pamphlets, etc.
Creep
Result of added thickness of folded sheets being behind one another in a folded signature. Outer edges of sheets creep away from backmost fold as more folded sheets are inserted inside the middle.
Crop
To eliminate a portion of the art or copy as indicated by crop marks.
Crop Mark
Markings at edges of original or on guide sheet to indicate the area desired in reproduction with negative or plate trimmed (cropped) at the markings.
Cross-over
Elements that cross page boundaries and land on two consecutive pages (usually rules).
Crossmarks
Marks of fine lines which intersect to indicate accurate alignment of art elements.
Curl
Term to describe the differences of either side of a sheet relative to coatings, absorbency, etc.; the concave side is the curl side. Not lying flat and tending to form into cylindrical or wavy shapes.
Cut-off
Term used in web press printing to describe the point at which a sheet of paper is cut from the roll.
Cutter
Machine used for accurately cutting stacks of paper to desired dimensions.
Cyan
Shade of blue used in the four-color process; reflects blue and green and absorbs red.
Data Entry
Entering of names, addresses and other information into a data storage and retrieval system. Data can be entered via manual keying, electronic data transfer or by scanning.
Data Overlays
Matching two or more lists that contain the same names or addresses where one list adds additional data such as demographics or geographics to the other.
Database
File maintained on a computer and comprised of pertinent information such as a company's prospects or customers; can serve multiple applications and be manipulated for various purposes.
Database Analysis
Interpreting information within the database in order to gain customer insight and improve marketing efficiency.
Database Modeling
Using statistical techniques in order to predict future customer behavior.
Datacard
List information including counts, demographics, pricing, etc.
Deckle Edge
Rough or feathered edge of untrimmed paper.
Delete
Instruction given to remove an element from a layout.
Density
1) Lay of paper fibers relative to tightness or looseness which affects the bulk, the absorbency and the finish of the paper.

2) Degree of tone, weight or darkness of color within a photo or reproduction; measurable by the densitometer. Reference: densitometer.
Descender
Term to describe the portion of lower case letters extending below the main body of the letter, as in the letters p or y.
Destination Entry Discount
Postage discount for depositing mail at specific postal facilities closer to the final destination of the mail (i.e. delivery unit or bulk mail center).
Die
Design, letters or shapes cut into metal (mostly brass) for stamping book covers or embossing; engraved stamp used for impressing an image or design.
Die Cutting
Process of cutting paper in a shape or design using a wooden die or block in which there are positioned steel rules in the shape of the desired pattern.
Digital Proof
Color separation data is digitally stored and then exposed to color photographic paper creating a picture of the final product before it is actually printed.
Direct Mail
Using the United States Postal Service to deliver your message; can be used for consumer and for business-to-business offers.
Dot
Smallest individual element of a halftone.
Dot Gain
Darkening of halftone image due to ink absorption in paper causing halftone dots to enlarge.
Draw-down
Method used by ink makers to determine the color, quality and tone of ink; entails the drawing of a spatula over a drop of ink to spreak it flat over the paper.
Drier
Term to describe any additives to ink which encourage the drying process.
Drill
Drilling of holes into paper for ring or comb binding.
Drop Folio
Page number printed at foot of page.
Drop Shadow
Shadow image placed strategically behind an image to create the affect of the image lifting off the page.
Dull Finish
Matte finished paper.
Dummy
Term to describe the preliminary assemblage of copy and art elements to be reproduced in the desired finished product; also called a comp.
Duotone
Color reproduction from monochrome original; two-color halftone reproduction generated from a one-color photo.
Duplex Paper
Paper with a different color or finish on each side.
Eggshell Finish
Finish of paper surface that resembles an eggshell.
Electronic Composition
Assembly of characters into words, lines and paragraphs of text or body matter with graphic elements in page layout form in digital format for print reproduction.
Electronic Proof
Process of generating a prepress proof in which paper is electronically exposed to the color separation negatives; paper is passed through the electrically charged pigmented toners which adhere electrostatically, resulting in the finished proof.
Em
Unit of measurement equaling 12 points or 4.5 mm.
Embossed
Method of paper finishing whereby a pattern is pressed into the paper when it is dry.
Embossing
To raise, in relief, a design or letters already printed on card stock or heavy paper by an uninked block or die; process is usually done by heat in rubber and plastic plate making.
Emulsion
Light-sensitive substance used as a coating for film made from a silver halide compound; coated side should face the lens when the film is exposed.
Enamel
Term to describe a glossy coating on paper.
Engraving
Printing process whereby images such as copy or art are etched onto a plate. When ink is applied, these etched areas act as small wells to hold the ink. Paper is forced against this die, and the ink is lifted out of the etched areas creating raised images on the paper.
Enhancement
Additional information that can be appended to a list to increase its value to the mailer.
Estimate
Form used by the printer to calculate the project for the print buyer. This form contains the basic parameters of the project including size, quantity, colors, bleeds, photos, etc.
Exposure
Stage of the photographic process where the image is produced on the light sensitive coating.
Fan Fold
Paper folding that emulates an accordion or fan; folds alternate and are parallel.
Felt Finish
Smoother side of paper used for book papers; usually a soft weave pattern.
Filling In
Fault in printing where the ink fills in the fine line or halftone dot areas.
Finish
Surface quality of paper.
Fit
Registration of items within a given page.
Foils
Papers that have a surface resembling metal.
Fold Marks
Markings at top edges that show where folds should occur.
Folder
Machine used to fold signatures down into sections.
Folio or Page Number
Number of page at top or bottom of page; either centered, flushed left or flushed right.
Font
Characters which make up a complete typeface and size.
Free sheet
Paper free from wood pulp impurities.
French Fold(er)
Folder with printing on one side; when folded once in each direction, the printing is on outside of the folds.
Ganging
Bundling of two or more different printing projects on the same sheet of paper.
Gather
To assemble or collect sections into single copies of complete books for binding
Geocoding
Process of appending latitude and longitude coordinates to a database record, so it can be properly placed on a geographical map.
Ghosting
Image which appears as a lighter area on a subsequent print due to local blanket depressions from previous image areas on a letterpress rotary machine or an offset press.
Glassine
Strong, transparent paper often used for the window on envelopes.
Graduated Screen
Image area where halftone dots range continuously from one density to another..
Grain
Direction of fibers in a sheet of paper governing paper properties such as increased size changes with relative humidity, across the grain and better folding properties along the grain.
Gripper
Series of metal fingers that hold each sheet of paper as it passes through the various stages of the printing process.
Gripper Edge
Printing press grippers move the paper through the press by holding onto the leading edge of the sheet; this edge is the gripper edge.
Gutter
Space between pages in the printing frame of a book or binding edge; blank space or margin between the typed page and the binding of a book.
Hairline register
Printing registration that lies within the range of plus or minus one half row of dots. It is the thinnest of the standard printers' rules.
Halftone
Tone graduated image composed of varying sized dots or lines with equidistant centers.
Hard Dot
Effect in a photograph where a dot has such a small degree of halation it shows quite sharp.
Head Margin
Space which lies between the top of the printed copy and the trimmed edge.
Hi Bulk Paper
Paper stock that is comparatively thick in relation to its basis weight.
Hickies
Imperfections in presswork due to dirt on press, trapping errors, etc.
Highlight Dot
Highest density of a halftone image.
Highlights
Lightest tones of a photo, printed halftone or illustration. In the finished halftone, these highlights are represented by the finest dots.
Hotline Names
Most recent buyers on a list.
House Sheet
Refers to a paper kept on hand in a print shop.
IBC
Inside back cover.
IFC
Inside front cover.
Image Area
Portion of the printing plate that carries the ink and prints on paper.
Image Setter
High resolution, large format device for producing film from electronically generated page layouts.
Imposition
Arrangement of pages so they print correctly on a press sheet, and the pages are in proper order when the sheets are folded.
Impression
Product resulting from one cycle of printing machine. The pressure of the image carrier, whether it be the type, plate or blanket, when it contacts the paper.
Index Bristol
Relatively thick paper stock; basis size is 25 ½” x 30 ½”.
Indicia
Imprinted designation on mail denoting postage payment (permit imprint).
Ink Fountain
Device which stores and meters ink to the inking rollers.
Ink Holdout
Quality of paper to be resistant to ink absorption, allowing the ink to dry on the paper surface.
Inkjet Printing
Superheated dots of ink are sprayed from an ink reservoir on the printhead to form full characters; used for addressing mail pieces.
Inserts
Extra printed pages inserted loosely into printed pieces.
Italic
Text used to denote emphasis by slanting the type body forward.
Job Number
Number assigned to a printing project used for record keeping and job tracking.
Jog
To vibrate a stack of finished pages, so they are tightly aligned for final trimming.
Kerning
Narrowing of space between two letters, so they become closer and take up less space on the page.
Keying
Use of symbols, usually letters, to code copy that will appear on a dummy.
Kraft
Coarse, unbleached paper used for printing and industrial products.
Labels
Paper printed with a name and address affixed to a mailing piece and serves as the mailing address vehicle. Different types of labels include: peel-off or pressure-sensitive labels, gummed labels and paper (or Cheshire) labels.
Laid Finish
Parallel-lined paper that has a handmade look.
Laser Printing
Uses a laser beam, toner and fuser to "etch" the image onto a photoelectric drum; similar to a photocopy machine; used for personalizing letters in a mailing.
Layout
Rendition showing the placement of all the elements, roughs, thumbnails, etc. of the final printed piece before it goes to print.
Leading
Space between lines of type; the distance in points between one baseline and the next.
Ledger Paper
Stiff heavy business paper generally used for keeping records.
Letterpress
Printing that utilizes inked, raised surfaces to create the image.
Lettershop
A company that will assemble and insert the various printed elements of a direct mail piece, label, sort, tag and deliver the mailings to the post office for mailing.
Line Copy
Copy that can be reproduced without the use of halftone screens.
Linen
Paper that emulates the look and texture of linen cloth.
List Broker
A list specialist hired by a mailer to make the necessary arrangements to use other companies' lists. Brokerage services usually include: research, list selections, recommendations and logistics.
List Cleaning
Process of updating a list in order to remove any undeliverable addresses.
List Manager
Whereas a list broker works for a mailer, the list manager works for the list owner. The primary function is to promote the list to mailers and list brokers for list rental.
Lithography
Process of printing utilizing flat, inked surfaces to create the printed images.
M weight
Actual weight of 1000 sheets of any given size of paper.
Mail Preference Service (DMA MPS)
The Direct Marketing Association (DMA) offers a service for individuals who want their names removed from mailings lists, so they will stop receiving direct mail.
Make Ready
Process of adjusting final plate on the press to fine tune or modify plate surface.
Margin
Imprinted space around edge of page.
Mark-up
To write up instructions, as on a dummy.
Mask
Blocking out a portion of the printing plate during the exposure process.
Match Print
Photographic proof made from all color flats to form composite proof showing color quality as well as accuracy, layout and imposition before plates are made.
Matte Finish
Coated paper finish that goes through minimal calendaring.
Measure
Width of type as measured in picas. Reference: picas.
Mechanical
Term to describe finished artwork that is camera-ready for reproduction, including all type, photos, illustrations, etc.
Merge-Purge
Process of combining two or more lists into one while identifying and removing duplicates.
Meter Tape
Piece of adhesive paper fed through a postage meter and imprinted with postage. The meter tape is then applied to a mail piece (usually a large envelope or parcel that is too big to fit through the postage meter).
Metropolitan Service Area
Group of ZIP codes usually in close proximity defining a large metropolitan area such as New York City or Los Angeles.
Midtone Dot
Commonly taken as the area between highlight and shadow area of a subject in a halftone image.
Moire
Undesirable halftone pattern produced by the incorrect angles of overprinting halftone screens.
Mottle
Term to describe spotty or uneven ink absorption
National Change of Address (NCOA)
Service provided by the U.S. Postal Service through licensed computer service bureaus that enables mailers to make any necessary address corrections prior to their mailing being dropped. The mailer provides a magnetic tape that is run against the national change of address bank and then returned to the mailer with all the corrections made.
Natural
Term to describe papers with a color similar to that of wood; also called cream, off-white or ivory.
Negative
Film containing the same images as the original print; all colors and shades are reversed. Reference: positive.
Net Names
Number of names remaining after a merge-purge eliminates all duplicates.
Newsprint
A light, low-cost groundwood paper made especially for newspapers.
Nixies
Pieces of mail returned as "undeliverable as addressed."
Nonmachinable Surcharge
Surcharge applied to mail pieces that cannot be sorted on mail processing equipment because of size, shape, content or address legibility. Such mail must be processed manually.
OBC
Outside back cover.
OFC
Outside front cover.
Offset Paper
Term for uncoated book paper.
Offset Printing
Using a metal or paper plate, ink is first transferred to an off-set drum and then passed to the paper.
Opacity
Quality of papers defining its opaqueness or ability to prevent two-sided printing from showing through.
Opaque
Quality of paper allowing relatively little light to pass through.
Opaque Ink
Ink that completely covers any ink under it.
Over Run
Surplus of copies printed.
Overhang Cover
Cover of a book extending over the trimmed signatures it contains.
Overprinting
Printing done on an area that has already been printed.
Page Makeup
Assemblage of all necessary elements required to complete a page.
Page Proofs
Proofs made up from pages.
Paperboard
Paper with a thickness (caliper) of 12 points (.3mm) or more.
Parchment
Hard, finished paper emulating animal skin; used for documents that require writing by hand, such as awards.
Parent Sheet
Sheet larger than the cut stock of the same paper.
Paste-up
Preparation of positive materials into a layout for photographing to film negatives.
Perf Marks
Markings, usually dotted lines, at edges showing where perforations should occur.
Perfect
A term used to describe the binding process where the signatures of a book are held together by a flexible adhesive.
Perfect Binding
Binding process where backs of sections are cut off, roughened, glued together and rung in a cover.
Perfecting
Printing press that prints on both sides of the page in a single pass.
Perfecting Press
A printing press that prints on both sides of the page in a single pass.
Perforating
Punching small holes or slits in a sheet of paper or cardboard to facilitate tearing along a desired line.
Permit Imprint
Printed indicia, instead of an adhesive postage stamp or meter stamp showing postage prepayment by an authorized mailer.
Personalization
Using or printing personal information, such as a first or last name, in a direct mail campaign. Reference: variable imaging.
Pica
Standard of measurement, 1/6”. 1 pica = 12 points and 72 points = 1”.
Picking
Occurrence in printing whereby the tack of ink pulls fibers or coating off the paper surface, leaving spots on the printed surface.
Piling
Build up of pigment or paper coatings onto the plate, blankets or rollers.
Pin Register
Using metal pins fitted into preset holes of copy sheets, films, plates and presses to assure proper registration.
Plastic Comb
Method of binding books whereby holes are drilled on the side closest the spine, and a plastic grasping device is inserted to hold the pages together.
Plate
Reproduction of type or cuts in metal, plastic, rubber or other material to form a plate bearing a relief, planographic or intaglio printing surface.
Plate Cylinder
Cylinder on a printing press on which the plate is mounted.
Platemaking
Making a printing plate from a film or flat, including the preparation of the plate surface, sensitizing, exposing through the flat, developing or processing and finishing.
Point
Measurement unit equal to 1/72”, 12 points to a pica and 72 points to an inch.
Poly Bag
Outside mailing envelope made of polyethylene instead of paper.
Positive
Film containing an image with the same tonal values as the original; opposite of a negative.
Postage Meter
Device that can print one or more denominations of postage onto a mailpiece or meter tape; it is available for lease only from designated manufacturers.
Ppi
Pixels per inch.
Premium
1) Paper that is considered better than No. 1 by its manufacturer.

2)Free gift offered to a prospect to induce a greater response to the main product or service being sold; it need not bear any relationship to the product being offered.
Presort
Process by which a mailer prepares and sorts mail to the finest extent required by the standards for the rate claimed; not all presort levels are applicable to all mailings.
Presorted First–Class Mailing
A non-automation rate category for a mailing consisting of at least 500 addressed mail pieces and is sorted and prepared according to USPS standards. This mail does not bear a barcode.
Presorted Rates
Discounted postage rate. In exchange for this lower postage rate, mailers must sort their mail into containers based on the ZIP Code destinations on the mail.
Press-Proof
Actual press sheet to show image, tone values and colors, as well as imposition of frame or press-plate.
Primary Colors
Cyan (blue), magenta (red), yellow and black are the four primary colors in printing.
Printability
Quality of papers to show reproduced printed images.
Printers Pairs
Two consecutive pages as they appear on a flat or signature.
Process Inks
Printing inks, usually in sets of four colors. The most frequent combination is yellow, magenta, cyan, and black, which are printed, one over another in that order to obtain a colored print with the desired hues, whites, blacks and grays.
Process Printing
Printing from two or more half tones to produce intermediate colors and shades.
Proof
Impression from composed type or blocks taken from a lithographic plate to check accuracy of layout, type matter, tone and color reproduction.
Psychographics
Qualities or characteristics of individuals which indicate lifestyle, purchasing habits, attitudes and personal values.
Rag paper
Papers with a complete or partial content of cotton fibers.
Ragged Left
Term given to right-justified type that is uneven on the left.
Ragged Right
Term given to left-justified type that is uneven on the right.
Readers Pairs
Two consecutive pages as they appear in a printed piece.
Ream
500 sheets of paper.
Register
Arrangement of two or more images in exact alignment with each other.
Register Marks
Crossmarks or other symbols used on layout to assure proper registration.
Residual Shape Surcharge
A surcharge applied to Standard Mail pieces prepared as parcels or that are not letter size or flat size (i.e. mailing tubes).
Response Booster
Device, token, premium or sweepstakes used to help raise the response rate.
Response List
List of individuals who have responded to a mailing/offer.
Right Angle Fold
Term denoting folds that are 90 degrees to each other.
Roll To Roll
Web press printing process where the roll of paper is printed and stored on a roll to be shipped.
Rubine
A pigment somewhat redder than true magenta.
Run-Around
Term given to copy accommodating the lines of a picture, image or copy.
Runability
Term to describe how well a paper runs on a printing press.
Running Head
Title at the top of a page appearing on all pages of a book or chapter of a book.
Saddle Stitching
Stitching where the wire staples pass through the spine from the outside and are clinched in the center, only used with folded sections of either single sections or two or more sections inset to form a single section.
Satin Finish
Smooth, delicately embossed, finished paper with sheen.
Scaling
Enlargement or reduction of an image or copy to fit a specific area.
Scanner
Device that interprets the reflected light from a physical image and digitizes it, so it can be stored on a computer. Using a scanner can eliminate the need for human contact with individual documents.
Score
Impressions or cuts in flat material to facilitate bending or tearing.
Screen Angles
Placement of halftone screens to avoid unwanted moire patterns; frequently used angles are black 45 degree, magenta 75 degree, yellow 90 degree and cyan 105 degree.
Screened Print
Photo print made by using a halftone negative; also called a velox.
Scum
Unwanted ink marks in the non-image area.
Sectional Center Facility (SCF)
Postal facility which serves as the processing and distribution center for post offices in a designated geographic area as defined by the first three digits of the ZIP Codes of those offices.
Seeding
False or "dummy" names are added to a mailing list as a way to check delivery and to uncover any unauthorized list usage.
Self Cover
Cover made out of the same paper stock as the internal sheets.
Service Bureaus
Company that will maintain lists for list owners. Services may include updating the list, merge/purge, data overlays and preparing the list for mailing or rentals.
Shadow Dot
Lowest density of a halftone image.
Sheet-Fed Press
Offset printer which prints on paper, fed one sheet at a time. Used primarily for short runs or higher-quality printing.
Show Through
Problem that occurs when the printing on one side of a sheet is seen from the other side.
Side Stitching
Stitching where the wire staples pass through the pile of sections or leaves gathered upon each other and are clinched on the underside..
Signature (Section)
Printed sheet (or its flat) consisting of a number of pages of a book, placed so they will fold and bind together as a section of a book.
Single-Piece Rate
The "undiscounted" or "full" postage rate available for individual pieces of Express Mail, First–Class Mail, Priority Mail and Package Services.
Slitting
Term to describe the process of cutting printed sheets using the cutting wheels of a printing press.
Smoothness
Quality of paper defined by its levelness, allowing for pressure consistency in printing and assuring uniformity of print.
Soft Dot
An excessively large halo around a dot in a photograph causing a fringe that diminishes the dot intensity.
Sortation
Distribution or separation of mail to route it to its final delivery point.
Sorting
Computerized process of reorganizing a list from one sequence to another (i.e. file can be sorted by last name, company name, ZIP code, high donors, multi-buyers, recent buyers, etc.).
Spine
Back edge of a book.
Spiral Bind
Binding whereby a wire or plastic is spiraled through holes punched along the binding side..
Spot Color
Small area printed in an additional color(s).
Spread
Film image that is larger than the original image to accommodate ink trapping. Reference: trapping.
Stagger Cutting
Process of cutting many sheets from the same parent sheet in which the smaller sheets have different grain directions; also called dutch or bastard cutting..
Step And Repeat
Process of generating multiple exposures by taking an image and stepping it according to a predetermined layout.
Stet
Proofreader's symbol usually written in the copy margin to indicate the marked correction should be left as it was.
Stock
Term for unprinted paper or other material to be printed.
Strip-In
To add an element, such as copy, shot separately and then stripped into place on a goldenrod flat.
Stripping
The use of stripfilm materials, cutting, attachment and other operations for assembling; positioning of positives and negatives on the flat before proceeding to platemaking.
Tack
Adhesive quality of inks.
Tag
Dense, strong paper stock.
Tensile Strength
A paper's ability to withstand pressure.
Test
Order placed for a small quantity of names to see how the list performs. If it performs well, a continuation order for more names is usually placed.
Text
High-quality printing paper.
Thermography
Printing process whereby slow-drying ink is applied to paper. While the ink is still wet, it is lightly dusted with a resinous powder. The paper then passes through a heat chamber where the powder melts and fuses with the ink to produce a raised surface.
Tint
Halftone screen containing all the same sized dots.
Tokens
An action device; the purpose of which is to involve the prospect in the offer. It can be anything from a coin, peel-off stamp or a punch-out paper piece inserted into the order form.
Tooth
Rough surface finish of papers such as vellum or antique.
Transparent
Inks that do not block out the colored inks they print over, rather, they blend with them to create intermediate colors.
Trapping
Process of printing wet ink over printed ink which may be wet or dry.
Trim Marks
Marks placed on the sheet to indicate where to cut the page.
Universe Count
Total count of the file.
Up
Term to describe how many similar sheets can be produced on a larger sheet; two up, four up, etc.
Variable Imaging
Personalization done on a digital press.
Varnish
Clear, shiny ink used to add gloss to printed pieces; primary component of the ink vehicle.
Vellum
Finish of paper that is rough, bulky and has a degree of tooth.
Vignette
A photo or illustration, etc. in which the tones fade away until they blend with the surface they are printed on.
Washup
Procedure of cleaning ink from all of the printing elements (rollers, plate, ink fountain, etc.) of a press.
Watermark
A translucent logo that is embossed during the papermaking process while the paper slurry is on the dandy roll. Reference, dandy roll
Web
Roll of paper used in web or rotary printing.
Web Break
A tear in a web roll during the printing process.
Web Press
Cylinder printing machine in which the paper is fed from a continuous reel as opposed to sheet fed.
Widow
A single word or two left at the end of a paragraph or a part of a sentence ending a paragraph which loops over to the next page and stands alone; or the last sentence of a paragraph containing only one or two short words.
Wove
Smooth paper made on finely textured wire giving the paper a gentle patterned finish.
Writing Paper
Another name for bond paper.




				FELCO Printing & Mailing takes great pride in making you feel confident about your job during the production process. To help you gain a better understanding of what’s happening to your printing or direct mail project, we’ve compiled a glossary of common industry terms. A B C D E F G H I J K L M N O P R S T U V W Accordion Fold Type of fold in which each fold runs in the opposite direction to the previous fold creating a pleated or accordion affect. Achromatic The non-colors: black, white and gray. Additive Colors Colors mixed to form all other colors in photographic reproduction: red, green and blue. Air Large white areas in a design layout. Alignment Condition of type and/or art materials as they level up on a horizontal or vertical line. Antique Finish Paper with a rough, sized surface used for book and cover stock. Art Work Any materials or images prepared for graphic reproduction. Artwork All illustrated material, ornamentation, photos and charts prepared for reproduction. Ascender Any part of a lower case letter which rises above the main body of the letter such as in the letters d, b and h. Assembled negative Film negatives consisting of line and halftone copy which are used to make plates for printing. Author's Alterations (AA's) Changes made after the composition stage where the customer is responsible for additional charges. Automation-Compatible Mail Mail that can be scanned and processed by automated mail processing equipment such as a barcode sorter. Back To Back Print applied to both sides of a sheet of paper. Background Portion of a photograph or line art drawing that appears furthest from the eye; the surface upon which the main image is superimposed. Balance Term to describe the aesthetic value or harmony of elements, whether they are photos, art or copy within a layout or design. Banner Primary headline that typically spans the entire width of a page. Bar Code Nine-digit ZIP code translated into a coding structure of vertical bars and half bars used to speed the sorting of mail and enabling mailers to take a discount on postage. Base Line Term to describe the imaginary horizontal line upon which stands capital letters, lower case letters, punctuation points, etc. Basic Size Refers to a standard size of paper stock even though the required size may be smaller or larger. Basis Weight Refers to the weight, in pounds, of a ream (500 sheets) of paper cut to a standard size for that particular paper grade; also called basic weight. BF Abbreviation for boldface used to determine where boldface copy is to be used. Reference: boldface. Binding Various methods of securing folded sections together and or fastening them to a cover to form single copies of a book. Blanket Fabric-reinforced sheet of rubber that transfers the impression from the plate to the paper on offset presses. Bleed Extra ink area that crosses trim line; used to allow for variations that occur when the reproduction is trimmed or die-cut. Blind Emboss Design or bas relief impression made without using inks or metal foils.. Blind Folio Page number not printed on page. Blocking Out To mask a section of an art layout before reproduction. Blow-up Any enlargement of photos, copies or line art. Blue-Line Photographic proof made from flats for checking accuracy, layout and imposition before plates are made. Also known as a Dylux. Body Size Point size of a particular type character. Boldface Any type that has a heavier black stroke that makes it more conspicuous.. Bond Grade of durable writing, printing and typing paper that has a standard size of 17” x 22”. Book General classification to describe papers used to print books; standard size is 25” x 38”. A printed work which contains more than 64 pages. Bristol Board Board paper of various thickness; having a smooth finish and used for printing and drawing. Broad Fold Term given to the fold whereby paper is folded with the short side running with the grain. Brochure Pamphlet bound in booklet form. Buckle Folder Portion of the binding machinery with rollers that fold the paper. Bulk Term given to paper to describe its thickness relative to its weight. Bulk Mail Term generally used to describe presorting mail including Presorted First-Class Mail and Standard Mail. Bulk Mail Center (BMC) Highly mechanized mail processing plant that distributes Standard Mail in piece and bulk form. Bullet Boldface square or dot used before a sentence to emphasize its importance. Burn Term used in plate making to describe the amount of plate exposure time. Business List List of individuals or companies based on a business-related interest, inquiry, membership, subscription or purchase. Business Mail Entry Unit (BMEU) Area of a postal facility where mailers present bulk, presorted and permit mail for acceptance. Business-to-Business Marketing Reaching prospects and customers (usually in their workplace) with offers relating to their profession as opposed to their lifestyle, hobbies and family. Caliper Measurement of paper thickness expressed in thousandths of an inch or millimeters. Camera Ready Term given to any copy, artwork, etc. prepared for photographic reproduction. Cap Line Imaginary horizontal line running across the tops of capital letters. Caps & Lower Case Instructions in the typesetting process that indicate the use of a capital letter to start a sentence and the rest of the letters in lower case. Caps & Small Caps Two sizes of capital letters made in one size of type. Carrier Route Presort Mail Mail sorted by the carrier route to qualify for discount postage rates. Case Binding Books bound using hard board (case) covers. Cast Coated Paper that is coated and then pressure dried using a polished roller which imparts an enamel-like hard gloss finish.. Co-op Database Two or more list owners combine their lists and access each other’s names. Coarse Screen Halftone screens commonly used in newsprint; up to 85 lines per inch. Coated Stock Any paper with a mineral coating applied after the paper is made, giving the paper a smoother finish. Coding Accuracy Support System (CASS) Created by the U.S. Postal Service to ensure the accuracy of software programs used by service bureaus to check addresses and code mailings for delivery. Collate To gather sheets or signatures together in their correct order. Reference: gather. Collating Marks Black step-marks printed on the back of folded sheets to facilitate collating and checking of the sequence of book signatures. Color Bars Term refers to a color test strip printed on the waste portion of a press sheet. It is a standardized Graphic Arts Technical Foundation process which allows a press operator to determine the quality of the printed material relative to ink density, registration and dot gain. It also includes the Star Target, a similar system designed to detect inking problems. Color Separating Processes of separating the primary color components for printing.. Color Transparency Transparent film containing a positive photographic color image. Column Gutter Space between two or more columns of type on one page. Commercial Database Management Professional management of large compiled databases for list segmentation and rental. Compiled List Mailing list gathered from directories, newspapers, public records, etc. identifying people or organizations with common characteristics. Composition Assembly of characters into words, lines and paragraphs of text or body matter for reproduction by printing. Condensed Type Narrow, elongated type-face. Consumer List List of individuals at home addresses who have purchased merchandise or subscriptions, given to a non-profit, etc. Contact Print Print made from contact of a sensitive surface to a negative or positive photograph. Continuous Tone Image made of non-discernable picture elements giving appearance of continuous spectrum of gray values or tones. Contrast Degree of tonal separation or gradation in the range from black to white. Copy Typewritten material, art, photos, etc. to be used for the printing process. Corner Marks Marks on a final printed sheet that indicate the trim lines or register indicators. Cover Term to describe a general type of papers used for the covers of books, pamphlets, etc. Creep Result of added thickness of folded sheets being behind one another in a folded signature. Outer edges of sheets creep away from backmost fold as more folded sheets are inserted inside the middle. Crop To eliminate a portion of the art or copy as indicated by crop marks. Crop Mark Markings at edges of original or on guide sheet to indicate the area desired in reproduction with negative or plate trimmed (cropped) at the markings. Cross-over Elements that cross page boundaries and land on two consecutive pages (usually rules). Crossmarks Marks of fine lines which intersect to indicate accurate alignment of art elements. Curl Term to describe the differences of either side of a sheet relative to coatings, absorbency, etc.; the concave side is the curl side. Not lying flat and tending to form into cylindrical or wavy shapes. Cut-off Term used in web press printing to describe the point at which a sheet of paper is cut from the roll. Cutter Machine used for accurately cutting stacks of paper to desired dimensions. Cyan Shade of blue used in the four-color process; reflects blue and green and absorbs red. Data Entry Entering of names, addresses and other information into a data storage and retrieval system. Data can be entered via manual keying, electronic data transfer or by scanning. Data Overlays Matching two or more lists that contain the same names or addresses where one list adds additional data such as demographics or geographics to the other. Database File maintained on a computer and comprised of pertinent information such as a company's prospects or customers; can serve multiple applications and be manipulated for various purposes. Database Analysis Interpreting information within the database in order to gain customer insight and improve marketing efficiency. Database Modeling Using statistical techniques in order to predict future customer behavior. Datacard List information including counts, demographics, pricing, etc. Deckle Edge Rough or feathered edge of untrimmed paper. Delete Instruction given to remove an element from a layout. Density 1) Lay of paper fibers relative to tightness or looseness which affects the bulk, the absorbency and the finish of the paper. 2) Degree of tone, weight or darkness of color within a photo or reproduction; measurable by the densitometer. Reference: densitometer. Descender Term to describe the portion of lower case letters extending below the main body of the letter, as in the letters p or y. Destination Entry Discount Postage discount for depositing mail at specific postal facilities closer to the final destination of the mail (i.e. delivery unit or bulk mail center). Die Design, letters or shapes cut into metal (mostly brass) for stamping book covers or embossing; engraved stamp used for impressing an image or design. Die Cutting Process of cutting paper in a shape or design using a wooden die or block in which there are positioned steel rules in the shape of the desired pattern. Digital Proof Color separation data is digitally stored and then exposed to color photographic paper creating a picture of the final product before it is actually printed. Direct Mail Using the United States Postal Service to deliver your message; can be used for consumer and for business-to-business offers. Dot Smallest individual element of a halftone. Dot Gain Darkening of halftone image due to ink absorption in paper causing halftone dots to enlarge. Draw-down Method used by ink makers to determine the color, quality and tone of ink; entails the drawing of a spatula over a drop of ink to spreak it flat over the paper. Drier Term to describe any additives to ink which encourage the drying process. Drill Drilling of holes into paper for ring or comb binding. Drop Folio Page number printed at foot of page. Drop Shadow Shadow image placed strategically behind an image to create the affect of the image lifting off the page. Dull Finish Matte finished paper. Dummy Term to describe the preliminary assemblage of copy and art elements to be reproduced in the desired finished product; also called a comp. Duotone Color reproduction from monochrome original; two-color halftone reproduction generated from a one-color photo. Duplex Paper Paper with a different color or finish on each side. Eggshell Finish Finish of paper surface that resembles an eggshell. Electronic Composition Assembly of characters into words, lines and paragraphs of text or body matter with graphic elements in page layout form in digital format for print reproduction. Electronic Proof Process of generating a prepress proof in which paper is electronically exposed to the color separation negatives; paper is passed through the electrically charged pigmented toners which adhere electrostatically, resulting in the finished proof. Em Unit of measurement equaling 12 points or 4.5 mm. Embossed Method of paper finishing whereby a pattern is pressed into the paper when it is dry. Embossing To raise, in relief, a design or letters already printed on card stock or heavy paper by an uninked block or die; process is usually done by heat in rubber and plastic plate making. Emulsion Light-sensitive substance used as a coating for film made from a silver halide compound; coated side should face the lens when the film is exposed. Enamel Term to describe a glossy coating on paper. Engraving Printing process whereby images such as copy or art are etched onto a plate. When ink is applied, these etched areas act as small wells to hold the ink. Paper is forced against this die, and the ink is lifted out of the etched areas creating raised images on the paper. Enhancement Additional information that can be appended to a list to increase its value to the mailer. Estimate Form used by the printer to calculate the project for the print buyer. This form contains the basic parameters of the project including size, quantity, colors, bleeds, photos, etc. Exposure Stage of the photographic process where the image is produced on the light sensitive coating. Fan Fold Paper folding that emulates an accordion or fan; folds alternate and are parallel. Felt Finish Smoother side of paper used for book papers; usually a soft weave pattern. Filling In Fault in printing where the ink fills in the fine line or halftone dot areas. Finish Surface quality of paper. Fit Registration of items within a given page. Foils Papers that have a surface resembling metal. Fold Marks Markings at top edges that show where folds should occur. Folder Machine used to fold signatures down into sections. Folio or Page Number Number of page at top or bottom of page; either centered, flushed left or flushed right. Font Characters which make up a complete typeface and size. Free sheet Paper free from wood pulp impurities. French Fold(er) Folder with printing on one side; when folded once in each direction, the printing is on outside of the folds. Ganging Bundling of two or more different printing projects on the same sheet of paper. Gather To assemble or collect sections into single copies of complete books for binding Geocoding Process of appending latitude and longitude coordinates to a database record, so it can be properly placed on a geographical map. Ghosting Image which appears as a lighter area on a subsequent print due to local blanket depressions from previous image areas on a letterpress rotary machine or an offset press. Glassine Strong, transparent paper often used for the window on envelopes. Graduated Screen Image area where halftone dots range continuously from one density to another.. Grain Direction of fibers in a sheet of paper governing paper properties such as increased size changes with relative humidity, across the grain and better folding properties along the grain. Gripper Series of metal fingers that hold each sheet of paper as it passes through the various stages of the printing process. Gripper Edge Printing press grippers move the paper through the press by holding onto the leading edge of the sheet; this edge is the gripper edge. Gutter Space between pages in the printing frame of a book or binding edge; blank space or margin between the typed page and the binding of a book. Hairline register Printing registration that lies within the range of plus or minus one half row of dots. It is the thinnest of the standard printers' rules. Halftone Tone graduated image composed of varying sized dots or lines with equidistant centers. Hard Dot Effect in a photograph where a dot has such a small degree of halation it shows quite sharp. Head Margin Space which lies between the top of the printed copy and the trimmed edge. Hi Bulk Paper Paper stock that is comparatively thick in relation to its basis weight. Hickies Imperfections in presswork due to dirt on press, trapping errors, etc. Highlight Dot Highest density of a halftone image. Highlights Lightest tones of a photo, printed halftone or illustration. In the finished halftone, these highlights are represented by the finest dots. Hotline Names Most recent buyers on a list. House Sheet Refers to a paper kept on hand in a print shop. IBC Inside back cover. IFC Inside front cover. Image Area Portion of the printing plate that carries the ink and prints on paper. Image Setter High resolution, large format device for producing film from electronically generated page layouts. Imposition Arrangement of pages so they print correctly on a press sheet, and the pages are in proper order when the sheets are folded. Impression Product resulting from one cycle of printing machine. The pressure of the image carrier, whether it be the type, plate or blanket, when it contacts the paper. Index Bristol Relatively thick paper stock; basis size is 25 ½” x 30 ½”. Indicia Imprinted designation on mail denoting postage payment (permit imprint). Ink Fountain Device which stores and meters ink to the inking rollers. Ink Holdout Quality of paper to be resistant to ink absorption, allowing the ink to dry on the paper surface. Inkjet Printing Superheated dots of ink are sprayed from an ink reservoir on the printhead to form full characters; used for addressing mail pieces. Inserts Extra printed pages inserted loosely into printed pieces. Italic Text used to denote emphasis by slanting the type body forward. Job Number Number assigned to a printing project used for record keeping and job tracking. Jog To vibrate a stack of finished pages, so they are tightly aligned for final trimming. Kerning Narrowing of space between two letters, so they become closer and take up less space on the page. Keying Use of symbols, usually letters, to code copy that will appear on a dummy. Kraft Coarse, unbleached paper used for printing and industrial products. Labels Paper printed with a name and address affixed to a mailing piece and serves as the mailing address vehicle. Different types of labels include: peel-off or pressure-sensitive labels, gummed labels and paper (or Cheshire) labels. Laid Finish Parallel-lined paper that has a handmade look. Laser Printing Uses a laser beam, toner and fuser to "etch" the image onto a photoelectric drum; similar to a photocopy machine; used for personalizing letters in a mailing. Layout Rendition showing the placement of all the elements, roughs, thumbnails, etc. of the final printed piece before it goes to print. Leading Space between lines of type; the distance in points between one baseline and the next. Ledger Paper Stiff heavy business paper generally used for keeping records. Letterpress Printing that utilizes inked, raised surfaces to create the image. Lettershop A company that will assemble and insert the various printed elements of a direct mail piece, label, sort, tag and deliver the mailings to the post office for mailing. Line Copy Copy that can be reproduced without the use of halftone screens. Linen Paper that emulates the look and texture of linen cloth. List Broker A list specialist hired by a mailer to make the necessary arrangements to use other companies' lists. Brokerage services usually include: research, list selections, recommendations and logistics. List Cleaning Process of updating a list in order to remove any undeliverable addresses. List Manager Whereas a list broker works for a mailer, the list manager works for the list owner. The primary function is to promote the list to mailers and list brokers for list rental. Lithography Process of printing utilizing flat, inked surfaces to create the printed images. M weight Actual weight of 1000 sheets of any given size of paper. Mail Preference Service (DMA MPS) The Direct Marketing Association (DMA) offers a service for individuals who want their names removed from mailings lists, so they will stop receiving direct mail. Make Ready Process of adjusting final plate on the press to fine tune or modify plate surface. Margin Imprinted space around edge of page. Mark-up To write up instructions, as on a dummy. Mask Blocking out a portion of the printing plate during the exposure process. Match Print Photographic proof made from all color flats to form composite proof showing color quality as well as accuracy, layout and imposition before plates are made. Matte Finish Coated paper finish that goes through minimal calendaring. Measure Width of type as measured in picas. Reference: picas. Mechanical Term to describe finished artwork that is camera-ready for reproduction, including all type, photos, illustrations, etc. Merge-Purge Process of combining two or more lists into one while identifying and removing duplicates. Meter Tape Piece of adhesive paper fed through a postage meter and imprinted with postage. The meter tape is then applied to a mail piece (usually a large envelope or parcel that is too big to fit through the postage meter). Metropolitan Service Area Group of ZIP codes usually in close proximity defining a large metropolitan area such as New York City or Los Angeles. Midtone Dot Commonly taken as the area between highlight and shadow area of a subject in a halftone image. Moire Undesirable halftone pattern produced by the incorrect angles of overprinting halftone screens. Mottle Term to describe spotty or uneven ink absorption National Change of Address (NCOA) Service provided by the U.S. Postal Service through licensed computer service bureaus that enables mailers to make any necessary address corrections prior to their mailing being dropped. The mailer provides a magnetic tape that is run against the national change of address bank and then returned to the mailer with all the corrections made. Natural Term to describe papers with a color similar to that of wood; also called cream, off-white or ivory. Negative Film containing the same images as the original print; all colors and shades are reversed. Reference: positive. Net Names Number of names remaining after a merge-purge eliminates all duplicates. Newsprint A light, low-cost groundwood paper made especially for newspapers. Nixies Pieces of mail returned as "undeliverable as addressed." Nonmachinable Surcharge Surcharge applied to mail pieces that cannot be sorted on mail processing equipment because of size, shape, content or address legibility. Such mail must be processed manually. OBC Outside back cover. OFC Outside front cover. Offset Paper Term for uncoated book paper. Offset Printing Using a metal or paper plate, ink is first transferred to an off-set drum and then passed to the paper. Opacity Quality of papers defining its opaqueness or ability to prevent two-sided printing from showing through. Opaque Quality of paper allowing relatively little light to pass through. Opaque Ink Ink that completely covers any ink under it. Over Run Surplus of copies printed. Overhang Cover Cover of a book extending over the trimmed signatures it contains. Overprinting Printing done on an area that has already been printed. Page Makeup Assemblage of all necessary elements required to complete a page. Page Proofs Proofs made up from pages. Paperboard Paper with a thickness (caliper) of 12 points (.3mm) or more. Parchment Hard, finished paper emulating animal skin; used for documents that require writing by hand, such as awards. Parent Sheet Sheet larger than the cut stock of the same paper. Paste-up Preparation of positive materials into a layout for photographing to film negatives. Perf Marks Markings, usually dotted lines, at edges showing where perforations should occur. Perfect A term used to describe the binding process where the signatures of a book are held together by a flexible adhesive. Perfect Binding Binding process where backs of sections are cut off, roughened, glued together and rung in a cover. Perfecting Printing press that prints on both sides of the page in a single pass. Perfecting Press A printing press that prints on both sides of the page in a single pass. Perforating Punching small holes or slits in a sheet of paper or cardboard to facilitate tearing along a desired line. Permit Imprint Printed indicia, instead of an adhesive postage stamp or meter stamp showing postage prepayment by an authorized mailer. Personalization Using or printing personal information, such as a first or last name, in a direct mail campaign. Reference: variable imaging. Pica Standard of measurement, 1/6”. 1 pica = 12 points and 72 points = 1”. Picking Occurrence in printing whereby the tack of ink pulls fibers or coating off the paper surface, leaving spots on the printed surface. Piling Build up of pigment or paper coatings onto the plate, blankets or rollers. Pin Register Using metal pins fitted into preset holes of copy sheets, films, plates and presses to assure proper registration. Plastic Comb Method of binding books whereby holes are drilled on the side closest the spine, and a plastic grasping device is inserted to hold the pages together. Plate Reproduction of type or cuts in metal, plastic, rubber or other material to form a plate bearing a relief, planographic or intaglio printing surface. Plate Cylinder Cylinder on a printing press on which the plate is mounted. Platemaking Making a printing plate from a film or flat, including the preparation of the plate surface, sensitizing, exposing through the flat, developing or processing and finishing. Point Measurement unit equal to 1/72”, 12 points to a pica and 72 points to an inch. Poly Bag Outside mailing envelope made of polyethylene instead of paper. Positive Film containing an image with the same tonal values as the original; opposite of a negative. Postage Meter Device that can print one or more denominations of postage onto a mailpiece or meter tape; it is available for lease only from designated manufacturers. Ppi Pixels per inch. Premium 1) Paper that is considered better than No. 1 by its manufacturer. 2)Free gift offered to a prospect to induce a greater response to the main product or service being sold; it need not bear any relationship to the product being offered. Presort Process by which a mailer prepares and sorts mail to the finest extent required by the standards for the rate claimed; not all presort levels are applicable to all mailings. Presorted First–Class Mailing A non-automation rate category for a mailing consisting of at least 500 addressed mail pieces and is sorted and prepared according to USPS standards. This mail does not bear a barcode. Presorted Rates Discounted postage rate. In exchange for this lower postage rate, mailers must sort their mail into containers based on the ZIP Code destinations on the mail. Press-Proof Actual press sheet to show image, tone values and colors, as well as imposition of frame or press-plate. Primary Colors Cyan (blue), magenta (red), yellow and black are the four primary colors in printing. Printability Quality of papers to show reproduced printed images. Printers Pairs Two consecutive pages as they appear on a flat or signature. Process Inks Printing inks, usually in sets of four colors. The most frequent combination is yellow, magenta, cyan, and black, which are printed, one over another in that order to obtain a colored print with the desired hues, whites, blacks and grays. Process Printing Printing from two or more half tones to produce intermediate colors and shades. Proof Impression from composed type or blocks taken from a lithographic plate to check accuracy of layout, type matter, tone and color reproduction. Psychographics Qualities or characteristics of individuals which indicate lifestyle, purchasing habits, attitudes and personal values. Rag paper Papers with a complete or partial content of cotton fibers. Ragged Left Term given to right-justified type that is uneven on the left. Ragged Right Term given to left-justified type that is uneven on the right. Readers Pairs Two consecutive pages as they appear in a printed piece. Ream 500 sheets of paper. Register Arrangement of two or more images in exact alignment with each other. Register Marks Crossmarks or other symbols used on layout to assure proper registration. Residual Shape Surcharge A surcharge applied to Standard Mail pieces prepared as parcels or that are not letter size or flat size (i.e. mailing tubes). Response Booster Device, token, premium or sweepstakes used to help raise the response rate. Response List List of individuals who have responded to a mailing/offer. Right Angle Fold Term denoting folds that are 90 degrees to each other. Roll To Roll Web press printing process where the roll of paper is printed and stored on a roll to be shipped. Rubine A pigment somewhat redder than true magenta. Run-Around Term given to copy accommodating the lines of a picture, image or copy. Runability Term to describe how well a paper runs on a printing press. Running Head Title at the top of a page appearing on all pages of a book or chapter of a book. Saddle Stitching Stitching where the wire staples pass through the spine from the outside and are clinched in the center, only used with folded sections of either single sections or two or more sections inset to form a single section. Satin Finish Smooth, delicately embossed, finished paper with sheen. Scaling Enlargement or reduction of an image or copy to fit a specific area. Scanner Device that interprets the reflected light from a physical image and digitizes it, so it can be stored on a computer. Using a scanner can eliminate the need for human contact with individual documents. Score Impressions or cuts in flat material to facilitate bending or tearing. Screen Angles Placement of halftone screens to avoid unwanted moire patterns; frequently used angles are black 45 degree, magenta 75 degree, yellow 90 degree and cyan 105 degree. Screened Print Photo print made by using a halftone negative; also called a velox. Scum Unwanted ink marks in the non-image area. Sectional Center Facility (SCF) Postal facility which serves as the processing and distribution center for post offices in a designated geographic area as defined by the first three digits of the ZIP Codes of those offices. Seeding False or "dummy" names are added to a mailing list as a way to check delivery and to uncover any unauthorized list usage. Self Cover Cover made out of the same paper stock as the internal sheets. Service Bureaus Company that will maintain lists for list owners. Services may include updating the list, merge/purge, data overlays and preparing the list for mailing or rentals. Shadow Dot Lowest density of a halftone image. Sheet-Fed Press Offset printer which prints on paper, fed one sheet at a time. Used primarily for short runs or higher-quality printing. Show Through Problem that occurs when the printing on one side of a sheet is seen from the other side. Side Stitching Stitching where the wire staples pass through the pile of sections or leaves gathered upon each other and are clinched on the underside.. Signature (Section) Printed sheet (or its flat) consisting of a number of pages of a book, placed so they will fold and bind together as a section of a book. Single-Piece Rate The "undiscounted" or "full" postage rate available for individual pieces of Express Mail, First–Class Mail, Priority Mail and Package Services. Slitting Term to describe the process of cutting printed sheets using the cutting wheels of a printing press. Smoothness Quality of paper defined by its levelness, allowing for pressure consistency in printing and assuring uniformity of print. Soft Dot An excessively large halo around a dot in a photograph causing a fringe that diminishes the dot intensity. Sortation Distribution or separation of mail to route it to its final delivery point. Sorting Computerized process of reorganizing a list from one sequence to another (i.e. file can be sorted by last name, company name, ZIP code, high donors, multi-buyers, recent buyers, etc.). Spine Back edge of a book. Spiral Bind Binding whereby a wire or plastic is spiraled through holes punched along the binding side.. Spot Color Small area printed in an additional color(s). Spread Film image that is larger than the original image to accommodate ink trapping. Reference: trapping. Stagger Cutting Process of cutting many sheets from the same parent sheet in which the smaller sheets have different grain directions; also called dutch or bastard cutting.. Step And Repeat Process of generating multiple exposures by taking an image and stepping it according to a predetermined layout. Stet Proofreader's symbol usually written in the copy margin to indicate the marked correction should be left as it was. Stock Term for unprinted paper or other material to be printed. Strip-In To add an element, such as copy, shot separately and then stripped into place on a goldenrod flat. Stripping The use of stripfilm materials, cutting, attachment and other operations for assembling; positioning of positives and negatives on the flat before proceeding to platemaking. Tack Adhesive quality of inks. Tag Dense, strong paper stock. Tensile Strength A paper's ability to withstand pressure. Test Order placed for a small quantity of names to see how the list performs. If it performs well, a continuation order for more names is usually placed. Text High-quality printing paper. Thermography Printing process whereby slow-drying ink is applied to paper. While the ink is still wet, it is lightly dusted with a resinous powder. The paper then passes through a heat chamber where the powder melts and fuses with the ink to produce a raised surface. Tint Halftone screen containing all the same sized dots. Tokens An action device; the purpose of which is to involve the prospect in the offer. It can be anything from a coin, peel-off stamp or a punch-out paper piece inserted into the order form. Tooth Rough surface finish of papers such as vellum or antique. Transparent Inks that do not block out the colored inks they print over, rather, they blend with them to create intermediate colors. Trapping Process of printing wet ink over printed ink which may be wet or dry. Trim Marks Marks placed on the sheet to indicate where to cut the page. Universe Count Total count of the file. Up Term to describe how many similar sheets can be produced on a larger sheet; two up, four up, etc. Variable Imaging Personalization done on a digital press. Varnish Clear, shiny ink used to add gloss to printed pieces; primary component of the ink vehicle. Vellum Finish of paper that is rough, bulky and has a degree of tooth. Vignette A photo or illustration, etc. in which the tones fade away until they blend with the surface they are printed on. Washup Procedure of cleaning ink from all of the printing elements (rollers, plate, ink fountain, etc.) of a press. Watermark A translucent logo that is embossed during the papermaking process while the paper slurry is on the dandy roll. Reference, dandy roll Web Roll of paper used in web or rotary printing. Web Break A tear in a web roll during the printing process. Web Press Cylinder printing machine in which the paper is fed from a continuous reel as opposed to sheet fed. Widow A single word or two left at the end of a paragraph or a part of a sentence ending a paragraph which loops over to the next page and stands alone; or the last sentence of a paragraph containing only one or two short words. Wove Smooth paper made on finely textured wire giving the paper a gentle patterned finish. Writing Paper Another name for bond paper.