Media Terminology

Masthead - the name and logo of the magazine.


The Lead - the introductory paragraph of an article.  Usually written in bold or capitals.


Body Copy - refers to the text of your written articles, which should be produced as a printed presentation to accepted industry standards, e.g. correct use of language, font, size, word limits etc.  Usually written in columns with a font size typically between 8 and 10 with the same style kept throughout.  


Serif font - fonts which have little bars (serifs) on the end of the letter.  Used to make bodies of text easier to read.


Sans Serif font - fonts which do not have little bars (serifs) on the end of each letter.  Used for Headings, captions etc.


Drop Capitals - really big letter to introduce the article.


Cross Head - small sub-heading used to split up a large block of text.


White Space - white parts of a page other than text or pictures.  An efficient way of separating areas of the page.


Mode of Address - how the magazine talks to the audience.


Sell Lines - text on the cover that helps to sell the magazine to the audience.


Banners - text which stands out because its on a coloured background.


House Style - a magazines distinctive design that distinguishes it from its competitors.


Borders - the gaps at the edges of the page.


Gutters - the gaps between the columns of text.


Leading - the space between lines of text.


Kerning - the space between letters.


Strap lines - a smaller headlines, printed above the main headline.


By-lines - name of the person who wrote the article


Anchorage - the way in which text helps to pin down the meaning of a picture and visa versa.