Magazine Terminology

Masthead: The title of the magazine or newspaper. It is usually placed at the top of the front cover for display purposes

Cover lines : Information about major articles given on the front page of a magazine

Left-side third: A lot of important information designed to attract potential readers is placed in the left-hand side vertical third of the front cover page. This is in case the magazine is displayed in a horizontal shelving system rather than a vertical one.

Plug: Information about the contents of a magazine or newspaper given on the front cover

Puff: Words or phrases on the cover of a magazine used to boost status

Prominence involves using a personality, event or object that the target market collectively recognises and understands. It is part of a shared cultural knowledge. (Madonna in Versace spring 2005 GQ) for example.

Consistency, familiarity and authority. People like to do business with people they know so advertisers try to establish their brands as trustworthy and familiar.

Time of Consumption. Monthly magazines consumed over a month give a more protracted exposure than a daily paper.