A sortation class using the first 3 digits in the zip code for mail owners who wish to use the work share program to receive a discount.

A sortation class using the first 5 digits in the zip code for mail owners who wish to use the work share program to receive a discount.

The size is 210 x 297mm and used for Letterhead. Paper size defined by the ISO 216.

USPS Automated Area Distribution Center

Advertising through television, radio or published media is “above the line” expenditure. Direct marketing is “below the line”.

The resistance to scratching of a surface of paper by other paper surfaces or materials.

The ability of a material to take up moisture.

A type of paper folding in which each fold runs in the opposite direction to the previous fold creating a pleated or accordion affect.

A partner that purchases points in a sponsor’s program.

The rate at which customers earn points in a program. For example, earn 1 point for every $1 spent.

A transparent or translucent plastic sheet material of a variety of colors, used as a basis for artwork and overlays.

“Without color” ... black, white and gray.

A paper made from pulp containing little or no acid so it resists deterioration from age.

The events or activities undertaken to obtain new customers. Acquisition may be done periodically through specific marketing campaigns or on an ongoing basis. The types or quality of new customers can have a significant and lasting effect on key performance indicators and future customer loyalty to the brand.

Address Change Service - an automated process providing change-of-address information to mailers.

Light exposure that affects chemical changes in paper.

Most typically used in the credit card industry to indicate the percentage of customers receiving a new credit card who actually activate the card.

Area Distribution Center, A USPS processing facility that receives and distributes mail destined for specific ZIP Code areas under the Managed Mail Program (MMP).

In color reproduction, the red, green and blue colors (RGB). When lights of these colors are combined they create the sensation of white light.

An endorsement line in a designated area on a piece of mail that requests the postal service provide a new address for a person no longer residing at the current mailing address.

The glue fastening of printed sheets or ‘signatures’.

Paper coated on one side with an adhesive that can be activated by moistening (gummed papers) or by heat (heat sealing), or which is permanently tacky (for presssure-sensitive permanent & removable applications).

This refers to a manual process whereby an air stream is blown onto paper sheets to create a riffling effect that separates the sheets as they are fed to the printing press.

A co-branded credit card linked to a special consumer interest e.g. a charity, sports club etc.

Campaigning to a customer/consumer group with similar interests.

Printing or folding at 90˚ angle to the grain of the paper. Cross grain.

Drying paper by contact with air, as opposed to machine-dried (paper dried by contact with heated cylinders).

A wood pulp paper with an antique finish used for pages of photo albums. Also called “back”.

An organization that correlates all paper-related information.

Largest known handmade paper (53 x 31 inches).

A paper surface with a natural rough finish.

Also known as “Surprise and Delights.” Rewards that are sent to customers without “earning them” through points or other specific behaviors. A local coupon booklet of restaurant discount coupons, cleaning coupons and other entertainment coupons.

Also called flood coat. A water based coating applied on press to protect & enhance the printed image.

A paper evenly coated with a fine clay compound which creates a hard smooth surface on one or both sides.

The dimension of a mail pieces expressed as ratio of height to weight.

These are generally travel or luxury goods that a customer will “aspire to,” and thus motivate desired changes in behavior. These are generally very high in perceived value.

An attrition model predicts which customers are most likely to “leave,” meaning those who have a high probability of discontinuing use of a company’s goods or services.

The rate of fall-off in regular respondents, or the percentage of customers this year who are no longer a customer next year.

Customers are enrolled into a program without requesting to be involved in the program.

When a program member’s account balance reaches a specific threshold of points, a reward is automatically generated. This is a passive reward since the member does not choose to receive it.

Discount given to mail owners when certain rules and regulations are met with postal barcodes.

The average amount a customer spends per individual sales transaction. A key objective of a loyalty program is to increase this metric.

An item that is purchased by the exchange of points or other program currency.

The automatic voiding of issued but unredeemed points, often used to create ‘breakage’.

The process by which awards are requested by or issued to a customer. Fulfillment may include warehousing and security for the award item, order entry, customer service, postage, shipping and handling and returns.

The exchange of member points into awards for which the member has qualified.

The exchange of an issued or qualified award for goods or services.

Some programs may group awards into specific tiers. For example, Tier One would consist of several awards valued at 5,000 points; Tier Two, 10,000 points; Tier Three, 20,000 points; etc. The benefits of this structure are to create breakage between levels and to create customer motivation to “stretch” up to a more valuable set of awards.

The light blue color used in the nomenclature of “laid” and “wove” papers.

Business-to-Business - the use of direct marketing in the promotion of goods and services from one business to another.

Direct communication from a company (e.g. retailer) to a member of the public.

That portion of the binding, which connects the front of the book with the back of the book.

Loyalty programs are generally divided into front end and back end activities. The back end refers to all processes that relate to point redemption. For example, back end processes are responsible for award fulfillment and setting the value of points on the reward side. 5,000 points may have a perceived value of 1 cent/point ($50), but at 10,000 points, may be worth 2 cents/point ($200). Escalating value of points on the back end is one of many techniques that serve to give a company’s best customers a little something extra, and to encourage participants to “stretch” to the next level.

The fixing of a material, either paper or cloth, to the back of a book before it is bound.

Printing on the second side of a sheet after the first side has been printed.

A perforated, removable piece of paper on the flap or back of a reply envelope.

A thin uncoated stock used for making carbon copies.

Used by retailers to scan goods at the checkout. The bars convert into a unique code for each item.

A POSTNET barcode consists of 62 bars: beginning- and end-frame bars and five bars for each of the zip code digits (ZIP + 4 code), plus the last 2 digits of the primary address or P.O. Box and a “correction digit.” The mail is sorted through use of this barcode to the carrier and walking route level.

The space on the lower right corner of an envelope that must remain free of printing, writing, or symbols and is reserved for the barcode.

A coated stock (barium sulfate compound) used for text impressions on typesetting machines.

Parent sheet size of a grade of paper. 25 x 38 for book papers; 20 x 26 for cover papers; 22 1/2 x 28 1/2 for bristols; 25 1/2 x 30 1/2 for index.

The weight, in pounds, of a ream (500 sheets) of paper cut to the basic size for a particular grade.

Analyzing the association of individual product items purchased in the same transaction.

Current behaviors refer to what a company’s customers are doing now, such as frequency of purchase, purchase characteristics, share-of-customer and trends in behavioral segments. Desired behaviors represent what the company wants its customers to do in the future, such as spend more or purchase more frequently.

Opposite of ‘above-the-line.’ Promotional channels such as direct mail, telemarketing, electronic media, displays, leaflets and brochures, and sales promotion and other media.

A uniform pattern of dots, lines and other textures on artwork.

Ongoing privileges of being a member of a program. These may include express lines for program members and invitations to members-only events. Benefits help a customer feel recognized for their patronage. Also known as Customer Benefits.

A thin but strong paper (opaque), used for Bibles and books.

The joining of leafs or signatures together with either wire, glue or other means.

The department, or business, which collates, glues, and finishes the production of books pamphlets, or other printed products.

The various methods used to secure loose leaves or sections in a book; e.g., saddle-stitch, perfect bound.

A color used with cyan, magenta, and yellow in 4-color printing, represented by “K”.

Rubber-surfaced pad, mounted on a cylinder of an offset press, to which the inked image is transferred and then transferred to the paper.

Part of a rotary press that transfers the image from the plate cylinder to the press sheet/substrate.

An extension of the printed image beyond the trim edge of the printed sheet.

A design or bas relief impression that is made without using inks or metal foils.

A page number not printed on the page. (In the book arena, a blank page traditionally does not print a page number.)

An image that has lost its ink.

Although seemingly dry, paper does contain approximately 5% moisture. In cases where there is excessive moisture, and the paper is passed through a high heat-drying chamber, the moisture within the paper actually boils and causes a bubble or blistering effect.

Ink transferring to another sheet after printing, making them stick together.

Extremely soft and absorbent stock, used when absorbency of ink or water is critical (such as desk blotters).

An analog proof made from films. The films are exposed on light sensitive paper that renders only in blue. An older process still used in some printing companies.

Bulk Mail Center, newly termed an NDC.

General term for paper over 110# index, 80# cover or 200 gsm that is commonly used for products such as file folders, displays and postcards. Also called paperboard.

Also known as “x-height”; the distance from the base line to the top of a lowercase letterform in a given font; varies depending on font family / alphabet’s design.

The edges of folded sheets of paper, which are trimmed off in the final stages of production.

A grade of paper commonly used for writing, printing and photocopying, where strength and permanence is required.

Folded signatures gathered, sewn and trimmed, but not yet covered.

Generic term for coated and uncoated papers. Basic size is 25 x 38.

A plate registration problem that repeats on a printed sheet.

A lightweight paper used expressly for covering paper boxes.

A glossy coated paper used to cover paper boxes.

A coated paper used on the inside of boxes which are used for food.

Business Reply Card or Business Reply Envelope

The difference between points issued and points redeemed. Breakage may occur from participants who drop out of or lose interest in a program, expiration of points or point balances that are beneath the first award level.

Businesses/retailers that operate a physical store, as opposed to just the Internet.

Light-reflecting property of paper or pulp. Brightness measurements compare paper and pulp with a reference standard (measured on a scale of 1 to 100). Bleached kraft pulps range in brightness from the low 80s to over 90 and unbleached mechanical pulps range from 55 to 62.

A board paper of varied thickness having a smooth finish and used for printing and drawing; used for business cards, programs, file folders.

A term given to the fold whereby paper is folded with the short side running with the grain.

The largest newspaper format characterized by long, vertical pages, typically 22” (559mm).

The term used to indicate work printed on one side of a large sheet of paper.

A heavily embossed paper.

The effect produced by dusting wet ink after printing. A metallic powder is used to produce a metallic lustre.

A paper-folding machine that forces a sheet between two rollers, causing it to curve and then fold.

A coarse sized cloth used in the bookbinding process.

Two or more screened tints which overlap to produce a new color, the additive process is called a build.

A term given to paper to describe its thickness relative to its weight.

Creating a polished finish on paper by rubbing with stone or hand smoothing a surface.

Open burn refers to the ability of a participant to redeem for rewards from several companies. Closed burn means that reward options are limited to only those that the sponsoring company provides.

Using external services providers who have special expertise or lower costs/overheads of services and functions.

The strategic analysis of business processes and the planning and implementation of improved business processes.

A mail piece designed for mail owners to receive information back from either prospects or current customers.

Where ink colors meet exactly without an overlap or space between the colors. Also called a kiss.

Cyan color in 4- color process printing.

Change of Address

Paper which is coated on one side (C1S) or coated on both sides (C2S).

A method of surface-finishing paper between polished rollers (calendar rolls) to increase the smoothness and glossy finish.

(1) Thickness of paper in thousandths of an inch (mils or points), pages per inch (ppi), thousandths of a millimeter (microns) or pages per centimeter (ppc). (2) Device on a sheetfed press that detects double sheets or on a binding machine that detects missing signatures or inserts.

What the customer is instructed to do by the communications campaign. This may include calling, stopping by or visiting a web site to enroll in the program, referring a friend, completing a survey or simply using the product.

Finished art supplied for production to a printing company, with all the image elements positioned for printing.

A term given to a coordinated series of activities in advertising, promotions or sales.

Measures the success (or otherwise) of campaigns.

A marketing campaign is a set of promotions that are directed at a specific group of customers to get them to behave in a certain way. Managing the campaign involves coordinating the activities such as customer segmentation, design, fulfillment and analytics reporting.

Papers treated with chemicals and carbon derivatives that are activated by pressure.

A mailing consisting of a series of postcards, each promoting a different product, service or program.

A heavyweight paper also known as cover. Used as covers of catalogs, brochures, books or business cards.

A rough finished paper used for wrapping.

A specific group of addresses assigned to a postal carrier from a designated delivery unit ( Post Office).

To bind using glue to hold signatures to a case made of binder board covered with fabric, plastic or leather. Also called cloth bind, edition bind, hard bind and hard cover.

A milk byproduct used as an adhesive in making coated papers.

The covers of a hardbound book.

Code Accuracy Supporting System - a service that examines and improves the accuracy of delivery point zip codes and carrier route information by diagnosing and correcting the inaccuracies thus eliminating charges for bad addresses.

High gloss, coated paper made by pressing the paper against a polished, hot, metal drum while the coating is still wet; achieves higher light reflectance than typical “gloss” papers.

Lines that appear on laid paper as a result of the wires of the papermaking machine.

A term used to describe the quality of print on paper where the absorption of the paper is so great that it breaks up the ink image creating loose pigment dust.

The method of distributing products and services to end customers. Retailers, resellers, wholesalers are examples of different channels.

Analyzes channel performance and profitability by product revenue and total sales.

A male/female score that creates a bend on the back of the stock. Used to eliminate cracking when folding.

A metal frame in which metal type and blocks (engravings) are locked into position to make up a page.

A plastic card with an embedded computer chip. The chip is used to store security information in payment cards and stores points balances, name, date of birth etc., in loyalty cards.

The technique of slightly reducing the size of an image to create a hairline trap or outline so the image stands off the background and does not blend into it. Also called shrink or skinny.

The depth or strength of a color measured for purity and saturation.

A term that describes customer attrition, or customer defection. A high churn rate implies high customer disloyalty. Often loyalty programs are introduced to improve retention.

A three-dimensional color mapping system that describes all colors visible to the human eye; color reference to the perception of color, as specified by the International Commission on Illumination; used in color management systems.

A strong, easily folded boxboard with clay coating used for making folding boxes.

Clean release cards use multiple barrier coatings, along with kiss-cutting to enable easy, peelable coupons.

A business that has successfully integrated its online e-commerce channel with its offline Bricks & Mortar (street) outlets.

Equity programs whose hard benefits are provided exclusively in the form of the sponsor’s product/service.

Manufactured inline, on a web press, double cutoff technology enables a pocket-formed envelope to be inserted with multiple personalized components.

A continuous improvement process in which data analysis, campaign planning and customer interaction are combined in a virtuous “closed loop” where execution of the campaign through customer interaction produces metrics that can be further analyzed for better campaign planning.

A mark to indicate that closing the space between characters or words is needed. Used in proofing stages.

A data mining technique for grouping data into groups (clusters) with similar characteristics.

The abbreviation for cyan, magenta, yellow and key (black), the four subtractive colors (process colors) used in color printing.

Reward customers with promotional currency shared between 2+ partners. Provides ability to trace & reward individual behavior, great potential to create value, customer acquisition vehicles and expenses are shared among the partners.

Paper with a coating of clay and other substances that improves reflectivity and ink holdout. Mills produce coated paper in the four major categories cast, gloss, dull and matte.

Any paper that has a mineral coating applied after the paper is made, giving the paper a smoother finish.

A (normally payment) card issued by two companies. For example Visa and XYZ Retailer.

A paper surface created by air drying, giving the paper a wavy look.

Type produced without the use of characters cast from molten metal.

Finishing operation that organizes printed matter in a specific order as requested.

Mostly in the book arena, specific marks on the back of signatures indicating exact position in the collating stage.

The value of process colors in combination that simulate the colors of the original scene or photograph.

In multicolor printing, the point, line or space at which one ink color stops and another begins. Also called break for color.

Unwanted color affecting an entire image or portion of an image.

The color bar that is printed on the side of the sheet. Individual colors are used to evaluate the strength and matching of the ink and dot gain.

The adjustment of the CMYK colors to reproduce the desired final colors effect.

The computer software instructions allowing users to change or correct colors before making plates.

A digital computer system to allow image assembly through the use of scanners, color correction, proofing and plate making. Abbreviated CEPS.

The total range of hues possible using a specific device, such as a computer screen, or system such as four-color process printing.

The description of the infinite colors described in nature for reproduction.

The process of dividing continuous tone images into the four colors used in printing (CMYK).

Also called color laydown. The sequence of inks used on the press. The common printing sequence is black, cyan, magenta, and yellow.

A change in the color printed due to ink density or dot gain.

The combining of flat-sized pieces of mail with different mail owners to achieve lower postage rates.

The combining of letter sized mail from different mail owners to achieve lower postage rates.

The method of talking to the customers, e.g. email, surface mail, SMS, call center, website etc.

The rewards/benefits that program members receive by just being a member in the program, without using program points.

The film made by combining images from two or more pieces of film onto one film for the making of plates.

A proof of all the color separations accurately positioned to show how the final printing will appear.

Allowing paper to adjust to temperatures and humidity in the printing plant prior to its use, to cure or season paper so it matches the environment of the printing press.

A member of the public who purchases products or services.

A group of individual consumers who have like characteristics such that they can be communicated with in the same way.

A plate making machine that uses direct contact of film as the means to make a plate for printing.

Purchases made in small but regular quantities rather than all at once, i.e., Book-of-the-Month Club, and shipped regularly.

The difference in tone and color in an image ranging from highlight to shadow.

Core group of target population that would be interested in general promotion, but is not exposed to the current promotion.

The direct mail piece used as the baseline to measure the performance of test packages with different formats, offers, or messaging.

Different companies coordinating a mailing that provides offers from each in the same envelope.

The process of combining addressed, presorted mail from different sources into pallet-sized drop-shipments.

Marks printed on a sheet to indicate the trim or register marks.

Measuring the Return on Investment (ROI) of a program to calculate whether it’s worth implementing.

Paper that partially or wholly consists of cotton fibers derived from textile clippings or cotton linters.

1) The outer covering of a book. Parts of covers are often described as follows: Cover 1=outside front; Cover 2=inside front; Cover 3=inside back, Cover 4=outside back. 2) A term describing a general type of paper used for book covers, pamphlets, posters, menus, etc.

The coverage of ink on a sheet, typically expressed as heavy, medium, or light.

Coarse cloth embedded in the glue along the spine of a book to increase strength of binding. Also called gauze, mull and scrim.

Process of pressing or folding paper with a steel strip to create a straight line for folding.

Also called push out. It is where the folded signature extends slightly beyond the outside pages. Also called feathering, outpush, push out and thrust.

When a program reaches critical mass, it has sustained enrollment and has accomplished sufficient behavioral change to make it self-supporting.

Refers to the methodologies, strategies, software, and Web-based capabilities that help an enterprise to organize and manage customer relationships. Companies utilize this approach to gain a better understanding of their customers’ wants and needs.

Marks used to limit the edge of the printing image, indicating where the printing image ends on the page for trimming.

The art that continues from one page of a book or magazine across the gutter to the opposite page. Also called bridge, gutter bleed and gutter jump.

The strategy of promoting additional products to current customers, often based on their past purchases. Cross-selling is designed to achieve incremental sales by deepening the customer’s relationship with the company and decreasing the likelihood of the customer switching to a competitor

Customer Service Representative

Weight of one carton (ctn) of paper, in pounds.

The process of drying inks to ensure adhesion to the sheet.

Not lying flat and tending to form into cylindrical or wavy shapes. A term to describe the differences of either side of a sheet relative to coatings, absorbency etc.; the concave side is the curl side.

The exchange mechanism that allows a participant to swap equity (earnings) into an award. Types of currency may include points, miles, credits, rebate dollars or others.

The cost of acquiring a new customer through marketing and promotion. The cost that is saved every time an existing customer is retained.

Increasing the size of the customer base by acquiring new customers.

On a web press the distance between the knives that cut the paper into sheets after printing. Also defined as the circumference of the impression cylinder.

Paper sizes used with office machines and small presses.

Usually a custom-ordered item to trim specific and unusual sized printing projects.

A machine that cuts stacks of paper to desired sizes. The machine can also be used in scoring or creasing.

Abbreviation for hundredweight using the Roman numeral C=100.

One of the four process colors. Also known as process blue.

During the paper making process while the paper is still wet, it passes over a wire mesh cylinder (dandy roll), which imparts surface textures on the paper. This is also the stage where the watermark is put onto the paper.

Electronic or manual input of information onto a database for future marketing use.

The process of using software tools to sift through large amounts of information in a database to find patterns, groups, statistical correlations, and relationships.

The extraction, consolidation and analysis of operational data within an organization.

Delivery Destination Unit

Mail that is undeliverable as addressed and cannot be returned to the sender for lack of a return address.

An imaged pressed into or indented into the paper.

A paper with an irreglar edge and often decreased thickness, made in cover and text weights and frequently used for announcements.

Edge of paper left ragged as it comes from the papermaking machine instead of being cleanly cut. Also called feather edge.

Also known as “salting,” a designated name on a mailing list that can signal unauthorized use of the list.

The removal of duplicated data from a mailing list.

A term that describes a standard-sized printing paper measuring 17.5 x 22.5 in.

A photoelectric instrument that measures transmitted or reflective light. Reflection densitometers are used to control the density of ink on the sheet by reading the densities printed in the color bar.

The weight of paper compared to the volume. In most cases, higher density indicates higher strength.

The degree of difference between the darkest and lightest areas of ink. Also called contrast ratio. The relative thickness of a layer of printed ink; the ability of a color to absorb light reflected from it or block light passing through it.

Colors that can be described across different output devices to image the same file and will appear the same.

Consistent exchange of ideas and value between customer and company that leads to a more productive, more profitable relationship.

A hardened steel engraving stamp used to print an inked image. Used in the production of good quality letter headings. A plate or illustration defining the area to be cut, scored, stamped, embossed or debossed out from a printed sheet.

A type of highlight in an original or in a reproduction which comprises the lightest neutral white area(s) of an image, including some detail, and which will print with the smallest halftone dot.

A printing dot created by a computer and printed out by a laser printer or imagesetter. Digital dots are uniform in size.

A proof produced from digital data without the need for films. Also known as Direct Digital Color Proof (DDCP).

The qualities of paper to stabilize its original size when undergoing pressure or exposed to moisture

A fine paper made specifically for the printing of diplomas, certificates and documents.

Advertising mailed to targeted markets.

Any advertising activity which creates and exploits a direct relationship between you and your prospect or customer as an individual.

Marketing activity that is measured by a response or purchase.

Direct Marketing Association - the leading global trade association for organizations implementing direct marketing tools and techniques.

Occurs when you fold into a fold (such as a letter fold). At the side of one of the creases you get an indentation. It may look like a small inverted triangle.

A defect in printing in which the ink dots print larger than they should, creating darker and more saturated colors and reducing detail.

An electronic printer in which each character is formed from a matrix of dots.

The measure of resolution of digital devices such as scanners, monitors, laser printers, imagesetters and monitors as they relate to the printed page.

Printing an image twice to increase the layers of ink.

Printing defect appearing as blurring or shadowing of the image. Doubling may be caused by problems with paper, cylinder alignment, blanket pressures or dirty cylinders.

“Dual Purpose” for use in printing and copying.

A measure of the printing resolution of a screened image or printed page.

Delivery Point Verification identifies whether a ZIP + 4® coded address is currently represented in the USPS® delivery file as a known address record. The DPV Product allows users to confirm known USPS addresses as well as identify potential addressing issues that may hinder delivery.

A printed sample of the job using the correct inks and substrates. Also called pull-down.

To drill a hole in a printed matter.

Private transportation of mail from the preparation point to the postal facility nearest the destination of the mailing.

The process where inks become weaker in density as they dry.

Time it takes for something such as ink to dry or harden; can vary by paper, printing conditions, climate, etc.

Delivery Sequence Files standardize mailing addresses to improve deliverability.

The DSMS program enables authorized users to build consolidated loads of palletized plant-verified drop shipment (PVDS) mail from multiple jobs and mailing locations and to create consolidated Forms 8125-CD, Plant-Verified Drop Shipment (PVDS) Consolidated Verification and Clearance — DSMS. Forms 8125-CD’s are created using electronic data.

Bond paper suitable for printing by either lithography (offset) or xerography (photocopy). Abbreviated DP bond paper.

Flat (not glossy) finish on coated paper; slightly smoother than matte. Also called suede finish, velour finish and velvet finish.

A term used to describe the preliminary assemblage of copy and art elements to be reproduced in the desired finished product; also called a comp; a mockup of the final product.

A halftone reproduction of an image using the superimposition of one contrasty color halftone (traditionally black) over another color halftone.

Paper which has a different color or finish on each side.

Instrument that measures the hardness in rubber in units called ‘durometers’.

Any deckle edged paper, originally produced in the Netherlands.

Earn is a term used to reference how a customer accrues equity in a program. Open earn refers the accumulation of points or other currency from any participating source or partner within the program, whereas closed earn is restricted to the accumulation of currency only from within the participating source.

The actual rate at which customers earn points and rewards in a loyalty program. Typically calculated by dividing the actual price paid for an award by the loyalty program/the amount of $ that had to be spent to earn the award.

The finish of paper surface that resembles an eggshell achieved by omitting the calendar process. Reference, calendar rolls.

A poster measuring 60 x 80 in (153 x 203cm) and traditionally made up of eight individual sheets.

The technology or devices used to reproduce printing without the use of traditional ink, presses.

To impress image in relief to achieve a raised surface. Also called cameo.

A method of paper finishing whereby a pattern is raised above the paper when it is dry.

To raise in relief a design or letters on card stock or heavy paper by an uninked block or die. In rubber and plastic plate making the process is usually done by heat. Can be done blind (not registering) or registering.

A condition in which something, usually ink, has become viscous or paste-like.

A term that describes a glossy coating on paper.

Encapsulated Post Script, is a file format usually used to transfer graphic images within compatible applications. Contains information for both the images and the PostScript commands for a digital device.

The four page leaves at the front and end of a book which are pasted to the insides of the front and back covers (boards).

The sheets that connect the inside pages of a case bound book to its cover. Also called pastedown or end papers.

A grade of book paper with a smooth finish on uncoated book paper; smoother than eggshell, rougher than smooth.

Printing method using a plate, also called a die, with an image cut into its surface.

Becoming an “active” member in a loyalty program. Often performed online, through call centers, or at the point of purchase, enrollment makes the customer eligible for the benefits of the loyalty programs. Such membership may expire over time due to non-use at which point re-enrollment may be required for further program participation.

Standard size envelope for business reply mail.

Standard size envelope for business or commercial mail.

Abbreviation used for envelopes.

The amount a participant has earned that is translated into points or other program values.

Frequency/relationship/loyalty programs which use a promotional currency, allowing customers to accumulate a value redeemable for hard benefits.

Paper that is not the brand specified, but looks, prints and may cost the same.

A term denoting the respective weights of paper of two different basic sheet sizes. For example, 80# cover is equivalent to 146# text.

A chemical process used to carve images onto a plate, also an acid solution added to the fountain water to keep the plate ink-free in non-printing areas.

Programs that are driven by dates, i.e., birthdays, anniversaries, membership dates, etc.

The plan that details the process for ending a program.

Sizing (rosin) applied to paper after the sheet is formed.

The Facing Identification Mark (FIM) serves to orient and separate certain types of First-Class Mail during the facing-canceling process.

Halftone in one ink color printed over screen tint of a second ink color, in order to simulate the desired color.

Paper folding that emulates an accordion or fan, the folds being alternating and parallel.

Inks that resist fading over time.

Tendency of ink on a rough or porous surface to spread.

In the papermaking process, a cloth conveyor belt that receives papers from the Fourdrinier wire and delivers it to the drier.

Soft woven pattern in text paper.

Side of the paper that was not in contact with the Fourdrinier wire during papermaking, as compared to wire side.

The lower portion of a die set that corresponds with the male die and serves as a support for the workpiece.

An added color or finish used in the fifth position of a multi-color process.

Also called wash coat; any thinly-coated paper stock.

Thin sheet of plastic bonded to a printed product for protection or increased gloss.

A financial model is essentially the pro forma for the program. It projects enrollment, administrative costs, points accrued, points redeemed and the program’s ROI on a one-to five-year basis.

Papers made specifically for writing or commercial printing, as compared to coarse papers and industrial papers. Also called cultural papers and graphic papers.

Screen with ruling of 150 lines per inch (80 lines per centimeter) or more.

(1) Surface characteristics of paper. (2) General term for trimming, folding, binding and all other post-press operations.

Size of product after production is completed, as compared to flat size. Also called trimmed size.

Refers to ability of colors to be registered during printing. Good fit means that all images and elements register to other colors.

One color ink printing, also called spot color; also can refer to color lacking in density.

The size of a printed product after printing and trimming, but before folding, as compared to finished size.

Classication of mail, larger than letter-sized, indicative of postal rate.

A web printing process that uses rubber or plastic plates to carry the image; also referred to as “flexo”.

A paper with a highly glazed and colored coating on one side.

“Personalized” information that can be placed anywhere within a laser text, usually within a sentence.

A paper that has very short, dyed fibers of rayon, cotton, wool, or other natural or synthetic material (flock) applied to an adhesive-coated surface to impart a velvet-or velour-like texture to a surface.

To cover a sheet completely with a finish or color.

A cover that is trimmed to the same size as inside pages, as compared to overhang cover. Also called cut flush.

Leaf, at the front and back of a casebound book, that is the one side of the end paper not glued to the case.

A process for stamping a design on a book cover without ink by using a colored foil with pressure from a heated die or block.

To emboss an image using a foil.

Papers that have a surface resembling metal.

A process where a foil is placed between a stamp and the paper, then heated. Through pressure, the color foil is transferred to the paper.

A bindery machine dedicated to folding printed materials.

The ability of a paper to withstand repeated folding under tension.

Marks in the margin area of an image to indicate where to fold.

A gatefold sheet (larger than the regular sheet) bound into a publication, often used for a map or chart.

A page number in a publication.

The assembly of pages for printing, sometimes refers to one side of a signature. Also spelled forme.

The type size, style, shape, layout or organization required of a layout or printed product.

The way data is organized.

The distribution of fibers in a sheet of paper referring to structure and uniformity.

Lightweight bond, easy to perforate, made for business forms. Also called register bond.

The rollers either inking or dampening, that come in contact with the printing plate, on a printing press.

Refers low resolution copies of photos or art used on mechanical to indicate placement and scaling, to be replaced later with a high resolution version of the same image. Typically postal and addressing and variable data are represented as ‘FPO’.

The ink trough or container on a printing press.

A solution of water, a natural or synthetic gum, and other chemicals used to dampen the plate and keep non-printing areas from accepting ink.

Printing that uses 4 colors, cyan, magenta, yellow, and black to simulate full-color images. Abbreviated as CMYK. Also called color process printing.

Combines the functional variety and economies of scale of inline web printing with the variability and relevance of digital color imaging.

A Fourdrinier Machine with a copper wire screen that receives the pulp slurry in the paper making process which will become the final paper sheet.

Paper made from cooked wood fibers mixed with chemicals and washed free of impurities, as compared to groundwood paper. Also called woodfree paper; contains less than 10% paper groundwood mechanical pulp.

Printed material that is inserted loose inside a publication, or mailing package or piece.

A sheet folded twice to make a four-page folder. Usually printed on one side only, and often used for announcements and greeting cards.

Any sales or marketing strategy that rewards loyal customers for their repeat business.

Loyalty programs are generally divided into front end and back end activities. The front end refers to all processes that relate to point earning and accrual. For example, the front end tracks transactions and sets the value of a point at issuance in terms of the earning rate(s), such as 1 point earned for every $1 spent.

Within the loyalty marketing industry, this refers to the processes associated with distributing requested rewards to customers (gift cards, merchandise, travel, experiences).

A halftone ranging from 0 percent coverage in its highlights to 100 percent coverage in its shadows.

The rate at which customers earn points and rewards in a loyalty program.

The slurry mixture of fibers, water, chemicals and pigments, that is delivered to the Fourdrinier machine in the paper making process.

A term for the fibers that project from the paper surface.

Typeset material before it has been arranged into page form.

Proof of type from any source, whether metal type or photo type before being made into pages.

To make the most of a sheet of paper. To print multiple jobs on the same sheet.

A sheet folded into itself towards the gutter in overlapping layers.

A quality control aid used to detect dot gain, slurs, double-images, or spreading of images on a printed page. Consists of circles with pie-shaped lines that converge to the center and commonly printed with color bars on the edge of a press sheet.

The printed signatures (folded sheets) assembled next to each other in the proper sequence for binding.

Assignment of geographic information such as latitude and longitude to street addresses and other map locations.

A faint image on the printed sheet appearing in a location where not intended; also a printed image that does not have sufficient ink to render it properly.

Adding a gold leaf to the edges of a book. Typically applied to Bibles.

A glossy, water resistant, transparent paper usually made from highly beaten chemical pulp. Typically used in foodservice.

The high reflection of light on a sheet, caused by ink, varnish, laminate or coatings.

General term used to distinguish between or among printing papers, but whose specific meaning depends on context. Grade can refer to the category, class, rating, finish or brand of paper.

Screen tint that changes densities gradually and smoothly, not in distinct steps.

Predominant direction in which fibers in paper become aligned during manufacturing. Also called machine direction.

Paper whose fibers run parallel to the long dimension of the sheet. Also called long grain paper.

Paper whose fibers run parallel to the short dimension of the sheet. Also called short grain paper.

Basis weight of paper in grams per square meter (gsm).

Film whose emulsion yields high contrast images suitable for reproduction by a printing press, as compared to continuous-tone film. Also called litho film and repro film.

A specific printing process that is typically reserved for millions of impressions. A rotary printing process where the image is etched into the metal plate attached to a cylinder. Gravure presses have no blankets; the plates are cylinders carrying images made up of millions of cells that are filled with ink. An image is etched on the surface of a metal gravure plate. Also known as rotogravure. Also used for wallpaper, gift wrap and packaging.

The dot values of cyan, magenta and yellow halftone dots that produce a neutral gray image.

Technique of replacing gray tones in the yellow, cyan and magenta films, made while color separating, with black ink. Abbreviated GCR. Also called achromatic color removal.

Alternate term for binding edge when referring to perfect bound products.

Approximately 1/8 inch (3 mm) along the spine that is ground off gathered signatures (or folded sheets) before perfect binding.

The edge of a sheet of paper passing through a sheetfed press containing the gripper margin, or, in other words, that edge of the sheet which is grasped by the grippers of the press.

Mechanical fingers that pull the paper through the printing unit of a press.

Newsprint and other inexpensive paper made from pulp created when wood chips are ground mechanically rather than refined chemically.

The unit of measurement for paper weight (grams per square meter).

Cutting device used to trim paper sheets; a blade hinged to a large board that is used to accurately measure and consistently cut paper.

The inside margins toward the back (inside)or the binding edges of a book.

A very thin line used in a layout. Usually less than .5 point in size.

The method of reproduction of a continuous-tone image through a screening process; to convert the image to a series of dots.

A high finish paper that is ideal for halftone printing.

Faint shadow sometimes surrounding halftone dots printed. Also called halation. The halo itself is also called a fringe.

A tangible reward, which may be earned in its entirety, which requires the program sponsor to spend out-of-pocket dollars to provide it, and for which the member would otherwise have to pay.

Halftone dots with no fringe or soft edges, and prints with almost no dot gain.

The stage in ink drying when it has solidified completely on the paper surface and will not transfer.

Points, awarded within a Loyalty program, that are awarded contingent upon a purchase.

Page printed on both sides with second side fed with front side’s tail first.

Web press equipped with an in-line oven to dry ink, thus enabling an in-line workflow.

Spot or imperfection in printing, caused by dirt on the plate or blanket.

Paper stock that is comparatively thick in relation to its basis weight. These grades are typically made to caliper.

Color reproduced using six, eight or twelve separations, as compared to four-color process. The result is a greater color matching range in printing.

Paper that has a smooth, hard finish applied through calendaring or another similar process.

Lighter parts of a continuous-tone image, a photograph or halftone compared to any midtones or shadows.

An economic view of a customer that measures how profitable the customer is to the company, instead of measuring the profitability of product or service lines.

The scored cover of a book that folds 1/8 inch (3mm) from the spine so it folds at the hinge, instead of along the edge of the spine.

Abbreviation for hue, lightness, saturation.

A property of coated paper with low ink absorbtion which allows ink to set on the surface with high gloss. Papers with too much holdout cause problems with set off.

Printing defect caused by incomplete draw-down during contact plate making, leaving an area of weak ink coverage or visible dot gain.

Grouping people and their accounts by household so they receive only one mailing per residence.

This is a term that refers to a paper that a printer keeps on hand in the plant. Also called floor sheet.

The main attribute of a specific color such as yellow or green that distinguishes it from other colors.

A process whereby mail is transmitted electronically to a print site from where it is then physically mailed.

The actual area on the printed matter that is not restricted to ink coverage.

Placement of images or pages in the proper position or sequence so that they will be in the desired location on the final press sheet(s).

Reference to the paper passing through one color printing unit. Also the speed of a press is rated with regard to number of impressions per an amount of time.

The part of a rotary press that puts the paper in contact with the blanket cylinder so that an image is transferred to the paper.

To print new copy on a previously printed sheet, such as imprinting an employee’s name on business cards.

A program with items of perceived value added to an offer or sales goal to encourage a specific response. Can be targeted at consumers, but more typically refers to employee or sales force or channel programs.

A relatively thick paper stock.

A pre-printed postage permit on a piece of mail, i.e., Bulk Rate Postage Paid, Non-Profit Postage Paid, including the city of origin and the permit number to be billed for the postage.

Method of photographic, screen printing stencil preparation in which the stencil is exposed and developed on a support base and then mounted onto the screen.

A relief printing technique that involves transferring ink from a relief form (i.e. raised plate) to a rubber-covered cylinder which then makes an imprint on the paper; also referred to as ‘dry offset printing’

A term used to denote papers such as janitorial, sanitary or heavy packing papers.

A design treatment in which images are placed in a layout in such a way that the visual impression appears balanced on an invisible center line.

Relationship of the densities and dot gains of process inks to each other and to a standard density of neutral gray.

The ink trough or container on a printing press.

Characteristic of paper that prevents it from absorbing ink, thus allowing ink to dry on the surface of the paper. Also called holdout.

The host company’s own products and services.

Plateless printing that produces images on paper directly from digital data. Droplets of ink are sprayed and controlled by digital signals to produce images.

The measure on an ink’s resistance to flow; an ink with high viscosity does not flow easily, but one with low viscosity flows easily.

Form (side of the press sheet) whose images all appear inside the folded signature, as compared to outer form.

Finishing operation that involves placing components into an envelope or other vehicle.

Additional items printed and placed within a publication but not bound to it. Also, additional items in a mail package or newspaper.

Printing method whose plate is engraved, etched or stippled to make cavities to contain the printing ink. Gravure and engraving are the most common forms of intaglio. Also called recess printing.

Combined separations shown on one piece of proofing paper, not layered film.

Extra blank pages inserted loosely into book after printing.

Offers/rewards of which customers are unaware of the accumulation. Used for scoring based on behavior/profit margin of purchase.

A coated stock finished in mother-of-pearl.

A mail category for those parcels that do not meet the designated dimensions of a machinable parcel.

An internationally recognized set of environmental management systems.

An internationally recognized set of quality management standards (sometimes referred to as a Quality Management System; QMS) established by the International Organization for Standardization (ISO); adoption and certification of these standards demonstrates an organization’s commitment to quality.

Paper that didn’t meet specifications when produced, has been discontinued, or for other reasons is no longer considered first quality.

A number assigned by a printing company to a job for record keeping.

A vibration machine to align sheets of paper into a compact, even pile.

The top part of the letter, set above the body of the letter, that states the main message of the offer aka the letter’s “headline.”

Joint Photographic Experts Group. A commonly used method of compression for photographic images. The degree of compression can be adjusted, allowing a selectable tradeoff between storage size and image quality. Also supports 24-bit color.

Abbreviation for black in four-color process printing. The ‘K’ in CMYK.

To hold type or plates ready for reprints.

Adjusting spacing between letters or characters.

To code copy to a dummy by means of symbols, usually letters.

The outlines on finished art or mechanical showing the exact size, shape and location of photographs or other graphic elements.

Negative or plate that prints the most detail, thus whose image guides the register of images from other plates. Also called key printer.

An incomplete die-cut often used to produce stickers; a very light impression.

Paper folding machine that uses a steel blade to push a sheet of paper between two rollers to create a fold.

Strong paper used for wrapping and to make grocery bags and large envelopes.

Papers used for labeling and wrapping; typically coated on one side, the other either uncoated or coated with an adhesive.

Grids of parallel lines at equal distances on the cover to simulate the surface of handmade paper. Laid lines are close together and run against the grain; chain lines are farther apart and run with the grain.

A thin transparent plastic sheet (coating) bonded by heat or pressure, providing protection against liquid and heavy use. Can be polyester or polypropylene, and typically range in thickness from 1.3mil to 10mil.

Ink registration where ink colors overlap slightly, as compared to butt register.

Papers with special coatings or hard finishes that are optimized for laser printers and copiers.

Edge of a sheet of paper being fed into a printing press.

The arrangement of text, headlines, graphics, and pictures on a page.

The portion of a sheet of paper that enters the printing press first.

In typography, refers to the distance between the baselines of successive lines of type.

One sheet of paper folded to make two pages in a publication/book.

Heavy papers or cover stocks embossed to simulate the texture of leather.

Strong, smooth bond paper used for keeping business records. Also called record paper.

Two folds creating three panels that allow a sheet of letterhead to fit a business envelope. Also called barrel fold and wrap around fold.

In North America, 8.5” x 11” sheets. In Europe, A4 sheets.

Method of printing from raised surfaces, either metal type or plates whose surfaces have been etched away from image areas. Also called block printing.

Dimensions are max. 11-1/2” long by 6-1/8” high and 1/4” thick.

A folded sheet, usually written by someone other than the main writer of the letter, e.g., a testimonial, used to deliver a “last chance” marketing message.

In typography, two or more characters designed as a distinct unit and commonly available as a single character. There are five f-ligatures (fi, fl, etc.) plus the diphthongs (Æ, Œ, etc.).

A stock with exceptionally high opacity for its weight, designed for printing applications (such as catalogs or direct mail booklets); basis weight is often 28-40# text weight.

Substance in trees that holds cellulose fibers together. Free sheet has most lignin removed; groundwood paper contains higher amounts of lignin.

Monochrome copy suitable for imposition without using a halftone screen.

Embossed finish on text paper that simulates the pattern of linen cloth.

A table with an illuminated top used for preparing and checking alignment of page layouts and paste-ups.

Manufacturers of a range of high resolution phototypesetting machines such as the 100, 202, 300 and 500. The 100, 300 and 500 series are capable of processing PostScript files through an external RIP and typesetting desktop publishing files direct from disk at 1270dpi and beyond.

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 so that the rented lists arrive at the proper time.

The process of updating a list in order to remove any undeliverable addresses. Other cleaning activities could include removing duplicates, bad debts, names on the DMA Mail Preference Service, prison ZIP Codes, etc.

An agreement between two companies for the use of each other’s list.

Lists are protected by review of the mailing piece, the mailer (renter), insertion of seeds by the list owner and obtaining a guarantee from the mailer (renter) that the mailer will only use the list as many times as the mailer has paid.

The arrangement between the list owner and mailer in which the owner gives the mailer a set of names for one-time usage, for which the list owner is paid a royalty by the mailer.

The order, usually by ZIP Code/post code, in which names and addresses appear on a list.

A paper that is coated with a special water-resistant material which is able to withstand the lithographic process.

Method of printing using plates that uses oil or fat and gum arabic to divide the smooth surface into hydrophilic regions which accept the ink, and hydrophobic regions which reject it and thus become the non-print areas.

The area on a mechanical or finished art within which images will print. Also called safe area.

An actual postage stamp affixed to a piece of mail as opposed to metered mail or indicia.

Paper in which the fiber orientation (grain) is parallel to the longest sheet dimension.

Binding method allowing insertion and removal of pages in a publication.

A magnifying lens used to inspect film plates and the printed sheet to examine registration and dot formation.

Paper that has not been surface treated, and which thus retains a comparatively rough finish.

A multi-faceted marketing discipline intended to improve financial performance by increasing the lifetime value of a company’s customer base over the long term.

Mail that is the correct size and weight to be safely sorted by mail processing equipment.

Paper that has had a coating applied to either one or two of its sides during the papermaking process.

An alternate term for (long) grain direction.

A paper finish that results from the interaction of the paper with the Fourdrinier process as opposed to post machine embossing.

One of the four process colors, denoted by the letter M.

The date the mail enters the postal stream.

The entire contents of a piece of literature that is mailed to an address.

The Direct Marketing Association (DMA) offers a service for individuals who want their names removed from mailing lists so they stop receiving direct mail.

A line given to mail owners in order to help them identify or mark mail for their own purpose.

All work done to set up a press for printing. Makeready paper is part of waste or spoilage.

All elements combined to form the printed image.

Order for paper that a mill makes to the customer’s specifications, as compared to a mill order or stock order.

Die that applies pressure during embossing or debossing. Also called ‘force card’. Works in tandem with a female die.

The space around the live or safe area of finished art or the printed sheet.

A measure of marketing effectiveness expressed in terms of the number of customers or revenue a company has in a particular market segment, divided by the total number of companies or possible revenue in that market.

Instructions written to indicate changes, directions or special information.

To prevent light from reaching part of an image, or to prevent ink from printing in an area. Also called knock out.

A plate used on a duplicating press.

A four color print that closely simulates the colors and quality of a printed sheet.

A coated paper finish that goes through minimal calendaring.

Camera-ready paste-up of artwork. Includes type, photos and line work, all on one pasteboard.

To bind using a comb, coil, ring binder, post or any other technique not requiring gluing, sewing or stitching.

Ink containing powdered metal or pigments that simulate metal.

Paper coated with a thin film of plastic or pigment whose color and gloss simulate metal.

A way of affixing postage to a piece of mail by a specific piece of equipment certified by the postal service.

Magnetic Ink Character Recognition, ink that can be scanned by Optical Character Reader machines. This type of toner is used frequently by banks to produce checks.

The thickness of plastic films as printing substrates are expressed in mils. One mil is 1/1000 inch.

Phenomenon of droplets of ink being thrown off the roller train. Also called flying ink.

Category of mail pricing and dleivery that indicates less than 150 pieces.

A constructed reproduction of the final job layout containing instructions for printing.

Undesirable pattern resulting from incorrect screen angles for printed colors of overprinting halftones.

Paper size (7” x 10”) and envelope shape often used for personal stationery.

Spotty, uneven ink absorption mostly in solid areas. Also called sinkage.

Deckle-edge papers made on cylinder machines.

A call center agent dedicated to responding to loyalty member questions and requests.

Coarse muslin glue used for book binding and notepads needing strength.

A specific test of tensile paper strength; an important factor if web presses are used for printing.

Refers to marketing programs that are deployed using more than one media channel.

Weight of 1,000 sheets of paper in any specific size.

Code that indicates the contents of a mail container are bound for different destinations.

National Change Of Address, a database maintained by the USPS of people who have put in a change of address from when moving from one location to another.

A facility designed to sort and distribute standard mail.

Very light brown color of paper. May also be called antique, cream, ivory, off-white or mellow white.

Film containing an image in which the dark and light values are opposite of the original.

To place a piece inside a part or all of another piece such as a card with directions inside an invitation.

Signatures (folded sheets) assembled inside one another in the proper sequence for binding, as compared to gathered. Also called inset.

Gray with no hue or cast.

Paper used in printing newspapers. Considered low quality and “a short life use.”

An application of pressure to the spine of a book to force out excess air in the binding process.

A direct mail letter that is undeliverable for any number of reasons and is returned to the sender.

When the basis weight of paper differs from the actual weight, the term nominal weight is used.

Web press without a drying oven; prints only on uncoated paper and dries primarily by absorption and evaporation. Also called cold-set web and open web.

Electronic printing that creates images on paper without contacting it, such as a laser printer, ink-jet printer or copier.

A light blue ink or pencil that does not record on graphic arts film, therefore may be used to preprint layout grids and write instructions on mechanicals.

Mailing labels that read from top to bottom and can be affixed with Cheshire equipment.

Printing on items rather than paper. Known as advertising specialties or premiums.

Net present value, or the present value of all cash inflows and outflows of a customer, project or investment at a given discount rate.

Optical Character Reader is a computerized mail processing machine that scans addresses on mail and then applies the associated barcode.

A term for uncoated book paper. Intended for use on an offset lithography press.

Printing technique that uses an intermediate blanket cylinder to transfer ink from a plate to paper instead of directly from plate to paper.

As opposed to automatic redemption, customers request an award at a time of their own choosing over the telephone, via fax or internet.

A specific lightweight type of paper usually used in the past for air mail. Seldom used today (popular in the typewriter era).

Quality of papers that defines its opaqueness or ability to prevent two-sided printing from showing through.

A quality of paper that allows relatively little light to pass through.

Equity programs whose hard benefits include products and services other than and/or in addition to the sponsor’s product/service.

Anyone can enroll in a program but the individual must choose to opt into it.

An automatic PostScript function that replaces FPO images with final high resolution ones.

A shop that does not require its workers to join or belong to a union.

A colorless dye added to the fiber stock or applied to the paper surface to enhance the paper’s brightness.

The point on a sheet of paper that is perceived by the human eye to be the center of the page; slightly above center to appear centered relative to top and bottom.

An optional endorsement line (OEL) may be used to label bundles instead of applying pressure-sensitive bundle labels or facing slips to the top piece of bundles. The OEL must show carrier route information or the type of bundle and ZIPCode information

The side of a press sheet containing images for the first and last pages of the folded signature (its outside pages) as compared to inner form.

A cover larger in size than the pages it encloses.

A transparent covering of material taped to a mechanical, photo or proof where color break, instructions, or corrections are marked.

A color proof produced with four pigmented or dyed overlay films.

To print one image or color over a previously printed image or color, such as printing type over a screen tint. Also called surprint.

Printed material beyond the ordered quantity.

Acronym for “Postscript.” Many people read this first in a direct mail piece, as it stands out. It offers another chance to repeat an important selling point or to introduce a new or different benefit.

Joining of sheets together by applying an adhesion to one side; how notepads are made.

One side of a leaf in a publication.

Total number of pages in a book including blank pages.

The more general (and accurate) name used to describe non-impact printers which produce a complete page in one action. Examples include laser, LED and LCD shutter xerographic printers, ion deposition, electro-erosion and electro-photographic printers.

A proof of an entire page.

A sheet that has printing on it from edge to edge. Bleeds to the edge on all sides.

A section of a page created by a fold in the paper. A letter-folded sheet has six panels, not three.

Any paper with a thickness (caliper) of 12 points (.3mm) or more.

A printing plate made of strong and durable paper in the short run offset arena (cost effective with short runs).

A high-grade soft paper used for personal stationery because it accepts handwriting well.

Folding a sheet in the same direction to produce pages.

A class of mail offered by the postal service for packages.

A hard finished paper that emulates animal skin; used for documents, such as awards, that require writing by hand.

Any sheet larger than 11” x 17 ” or A3. The parent sheet is cut down to a press size sheet.

When a member in a program responds to dialogue. This includes calling the toll free number for information, visiting the program’s web site, making an additional purchase.

Another company that participates in a sponsoring company’s program.

The page area (size) defined by computer software.

Funding rate. For example, if 1 point is earned per every dollar spent, and if every point is worth 1 cent, then the payout rate is 1% of all purchases.

Changes to mark meaning printer error and showing a mistake by a typesetter, prepress service or printer as compared to an error or correction by the customer (AA-authors alteration).

Delamination of the paper fibers.

Refers to the drying of ink by absorption into the substrate.

Per thousand (M = one thousand).

The perceived rate at which customers earn points and rewards in a loyalty program.

How awards are valued by the customer.

The type of binding that glues the edges of the sheets to a wraparound cover.

Press capable of printing both sides of the paper during a single pass. Also called duplex press and perfector.

Marks indicating where the perforation is to occur.

The process of creating a line of small holes for the purpose of tearing off a part of the page.

A class of mail the post office offers to mail owners that meet certain mail qualifications and mail on a weekly, monthly or yearly occurrence.

The degree to which a paper withstands or resists chemical action from impurities in the paper, or similar agents in the surrounding environment.

The use of names, addresses, and other personal information on direct mail piece specific to the recipient.

Printing plates formed by bonding a light-reactive polymer plastic to a film or metal base; polymer emulsion hardens upon ultraviolet exposure and the unexposed areas are then washed away to leave an image area in relief.

A measure of a paper’s or liquid’s (i.e. fountain solutions) acidity; measured numerically on a scale from 0 (acidic) to 14 (alkaline) with Ph7 being neutral.

A printer’s unit of measurement. One pica is approximately 0.166 in. There are 12 points to a pica, 72 picas to an inch.

The postage charge per piece of mail.

The lifting of the paper surface during printing. The tack, or pulling force, of the ink is stronger than the paper source, leaving unprinted spots in the image area.

Particles are mixed into printing inks to create color and opacity.

A method of stacking paper at the feeder end of a press so that individual sheets are drawn from the top of the pile into the press.

Small imperfections in paper typically caused by undesired particles embedded in the stock during manufacture.

Technique of registering separations, flats and printing plates by using small holes, all of equal diameter, at the edges of both flats and plates.

Package Insert Program allows mailers to include a promotional piece in product shipments to individuals.

Printing method whose image carriers are level surfaces with inked areas separated from noninked areas by chemical means. Planographic printing includes lithography, offset lithography and spirit duplicating.

The piece of paper, metal, plastic or rubber carrying an image to be reproduced on a printing press.

A hard polished paper surface created by applying pressure as the paper passes over polished metal plates or rollers.

A machine that makes plates directly from a digital file.

A way to reward customers with another company’s promotional currency.

Color charts that have numbered, preprinted color patches of blended inks used to display branded colors. The correct trade name for the system colors is Pantone colors.

A unit of thickness to measure type size and leading; 12 points equal 1 pica; 72 points equal 1 inch.

The predetermined means by which members within a Loyalty Program accrue program currency as an incentive or reward for purchasing products and services.

The amount of points a customer can earn in a given time can be limited, or “capped.” This can help limit fraudulent practices by participants.

The automatic deduction of unused program currency from the member’s account for non-use. Point expiration is sometimes referred to as breakage.

Units of currency used to signify the amount of customer equity earned by participating in a program.

A printed piece containing a paper construction pasted into a paper fold which will pop up when the fold is opened. The “pop-up” forms a three-dimensional promotional illustration.

A measurement of a paper’s permeability to air or compactness of fiber within a given set of conditions.

The vertical orientation of a page as opposed to a horizontal orientation.

Point of sale.

The ‘character’ of the product or company, as opposed to what it is. The tone of voice used when communicating with people, the frequency of communication, and the types of offers all contribute to the positioning of a product or service.

Film containing an image in which the dark and light values are the same as the original.

Binding using a screw and post inserted through a hole in a pile of loose sheets.

Mailer-generated documentation provided to the USPS reporting the volume of mail, the postage payable/affixed, and certification of applicable mail eligibility standards.

An account that holds money at the post office for a mail owner.

The sorting of items to be mailed to take advantage of postal discounts.

An electronic mail system the post office offers that allows their customers electronic access to mail documentation.

Postal numeric coding or the barcode system that codes the delivery destination information and 9-digit zip code on letter-size and flat-size mail.

Any paper that is considered better than #1 by its manufacturer.

The work process to ready all elements needed for printing, are prepared for the press.

A color proof produced before any plates are made. Usually from a laser or ink jet printer.

To print portions of sheets that will be used for later imprinting.

Process that sorts prepared mail sequentially from the lowest to the highest level, to destinations specified by the standard by which it is being mailed, i.e., first class, bulk, etc.

Event at which makeready sheets from the press are examined before the customer authorizes the full production to begin.

Proof made on press using the plates, ink and paper specified for the job in advance of the production run.

The amount of time needed to complete a job on press including time required for makeready.

The quality of a given paper to show reproduced printed images.

The parts of a page printer which perform the print-imaging, fixing and paper transport. In fact, everything but the controller.

A language developed by Hewlett Packard for use with its own range of printers. Essentially a text orientated language, it has been expanded to include graphics capability.

Mechanicals made so the pages are imposed for printing, as compared to reader spreads. Pages are aligned as needed so it prints next to its true opposing page on a sheet, versus the way it will appear in the final book. Ex. pages 1 and 16, 2 and 15, etc.

The surface used to carry an image on the printing press.

The different methods of printing: relief, intaglio, screen, and lithographic.

The unit containing the ink fountain, rollers & cylinders of a particular ink color.

A class of mail the post office offers to mail owners that meet certain qualifications for mail over 15 ounces that requires First Class attention.

The colors used for four-color process printing: cyan, magenta, yellow and black.

The press run to fulfill an order after all approvals, and makeready.

A consumer’s opportunity to test a product or service, usually without charge or with return privileges.

An inexpensive model that creates the illusion of value through sweepstakes, games, punch cards, stickers, charity, collectibles and affinity.

Test sheet made to reveal errors or flaws, predict results on press and record how a printing job is intended to appear when finished.

Standard symbols and abbreviations used to mark up manuscripts and proofs.

A round mechanical tool used to calculate a percentage change of an original image scaled to its finished size.

A program structure that reward customers with the sponsoring company’s own promotional currency based upon the customer’s spending. This model is used to track and reward individual behavior, create value far in excess of actual cost and establish a continuity relationship.

Paper made in weights, colors and surfaces suited to books, magazines, catalogs and free-standing inserts.

Stands for polyurethane reactive material; a hot melt adhesive usually used in binding.

Personalized Uniform Resource Locator is a personalized Internet address such as http://www.specialtyprintcomm.com/firstname.lastname.

The acceptable value of expectations of the printing process by the customer and industry as it relates to the printing job and final product.

A fold where a piece is folded in half and then in half again in the same direction.

(1) Sheet folded twice, making pages one-fourth the size of the original sheet. A quarto makes an 8-page signature. (2) Book made from quarto sheets, traditionally measuring 9” x 12”.

Printing using small sheetfed presses, called duplicators, using cut sizes of bond and offset paper.

An archaic measure of paper quantity, consisting of 24 sheets of a uniform size.

Stationery or other forms of stock having a strong percentage content of “cotton rags.”

A thick, coated paper used for signs; usually waterproof.

A software that converts postscript information into bitmapped information for an output device such as a laser printer or imagesetter.

A promotion that moves lapsed customers to start purchasing again.

The layout of pages in numerical order as they would appear in a final book, or manuscript.

Transactions that occur at present. Eliminates the lag time that results from transactions being captured, stored, and then fed into another database.

500 sheets of paper.

A measurement of when the customer last interacted with a program in a recorded event such as web site visit, making a purchase, calling the customer contact center and so on. Recency is usually considered the strongest predictor of future buyer behavior.

The act of recognizing and thanking customers for their patronage. Recognition may include preferred program status, expedited handling, appreciation gifts, etc. The goal of recognition is to make customers feel special and appreciated.

The process of exchanging program currency for an award.

Amount of light reflected from a paper’s surface.

Products, such as fabrics, illustrations and photographic prints, viewed by light reflected from them, as compared to transparent copy. Also called reflex copy.

The positioning of two or more images in exact alignment with regard to the edges of paper and other printing on the same sheet. Printing is said to be “in register” when correctly positioned.

Cross-hair lines or targets on art to help keep flats, plates, and printing in register.

Or ‘stock sizes’; common sheet sizes that are cut and stocked by paper companies.

The voluntary exchange of information and value between the brand and the customer with the mutual expectation of gain.

Building relationships with customers so that the customers are loyal, buy repeatedly, and continue as customers.

A printing method where the ink is higher in some areas than others. Relief printing includes block printing, flexography and letter press.

Applied inline or offline, gum that can be licked or moistened to seal envelopes or reply cards.

The ability to keep film or plates that yield images in register for imagesetters, film plotters, and platesetters.

Customers who purchase from a retailer on more than one occasion, in contrast to those who are deemed “one-time purchasers.”

The general term for copying and duplicating.

The ability of a device to record or output the fine detail of an image, based on DPI and line screen.

An image, such as the GATF Star Target, that permits evaluation of resolution on film, proofs or plates.

Any device, token, premium or sweepstakes that will help raise the response rate of direct mail.

Any form, such as an order card, on which respondents indicate their response to a direct mail offer.

Refers to the ability of a company to retain as many of its customers as possible; for example, by reducing churn or increasing repeat purchasing.

Commonly referred to as ROI, this term describes the profit from an investment as a percentage of the amount invested.

The opposite of what you see. The image ‘reverses out’ of the ink color. Also called knockout and liftout.

An item of value that is exchanged for points, or offered as compensation for completion of desired behaviors.

The amount of time it takes a typical customer to earn an award.

The activities associated with developing reliable sources of supply or vendors to provide the rewards in a customer loyalty, retention or incentive program.

Abbreviation for red, green and blue, the additive color primaries.

A fold that is made at a 90˚ angle to the fold before it.

Copy that reads correctly in the language in which it is written and how it appears in final art.

A surface effect created by paper mill embossing.

A fold where one side of a piece is folded inward and then inward again at least once, similar to rolling a piece up.

A printing press where the substrate runs between two rotating cylinders when making an impression.

A type of intaglio or gravure printing process, in which an image is engraved onto a surface and then transferred to a sheet via a rotary printing press.

To bind with a curved spine rather than a flat spine.

A set of instructions that awards points based upon a selected set of desired behaviors. Also converts spending volume into point values.

A term used to describe how well a paper runs on a printing press.

To bind by stapling sheets together where they fold at the spine, as compared to side stitch. Also called pamphlet stitch, saddle wire and stitch bind.

A paper that shows sign of erasure so that it cannot be altered or tampered with easily.

A type style that does not have small features on letterforms called ‘serifs’ at the beginning or end of strokes.

Another term for dull finish on coated paper.

This is when marketing mail is sent to at least 90% of the residential addresses or at least 75% of combined residential and business addresses within a specific geographical area.

The percent by which photographs or art should be enlarged or reduced to achieve the correct size and resolution for printing.

Electronic device used to scan an image into a digital file.

Sectional Center Facility, as designated by the first three numbers of a zip code.

Impressions or cuts in flat material that facilitate bending or folding without cracking.

Angles at which the halftone screens are placed in relation to each other. The common screen angles for separations are black 45 degrees, magenta 75 degrees, yellow 90 degrees and cyan 105 degrees.

Refers to the percentage of ink coverage that a screen tint allows to print. Also called screen percentage.

Method of printing by using a squeegee to force ink through an assembly of mesh fabric and a stencil.

The number of rows, lines or dots per inch on a halftone screen.

The halftone dots that create a color rather than a solid ink coverage. Called Benday, fill pattern, screen tone, shading, tint and tone.

An offset press condition in which the non-image area of the plate begins to accept ink.

The ability to move customers within one performance category into another, more profitable category.

A publication which not having a cover stock uses the same stock for the cover as the interior text pages.

A direct mail piece that is intended to be sent without an envelope or special binding.

The four-color process films holding images of one specific color per piece of film. Cyan, Magenta, Yellow and Black.

A type style that features small strokes on letterforms, typically at the beginning or end of a stroke.

Printing method whose image carriers are woven fabric, plastic or metal that allow ink to pass through some portions and block ink from passing through other portions. Serigraphic printing includes screen and mimeograph.

The business of using imagesetters to make high resolution printouts and film of files prepared on computers for the printing process.

The ability of ink to stick to paper without smearing.

When wet ink from the top of one sheet transfers to the underside of another as they lie in the delivery stack of a press. Also called offset.

Hue made darker by an additional screen of black, as compared to tint.

A watermark with an image more opaque than the paper, appearing darker.

The darkest areas of a photograph or illustration, as compared to mid-tones and high-lights.

The level of penetration of a customer’s total expenditures in any given product/service category which a marketer has succeeded in achieving.

The percentage of business (transactions or dollar volume) that one company has as compared to the total business available from all competitors within a category.

A piece of paper (two-pages, i.e. both sides).

A printing press that prints sheets of paper, as compared to a web press which prints on rolls of paper.

Descriptive of the method of printing both sides of a sheet of paper in which one side is printed, then the printed sheets are turned over and printed with another set of plates, the sheets retaining the same gripper edge.

The length of time before an item becomes obsolete.

In books and publications, the gutter margin is varied to compensate for creep. Creep is the problem; shingling is the solution. Also called stair stepping and progressive margins.

Paper in which the fiber orientation (grain) is parallel to the shortest sheet dimension.

A problem that occurs when the printing on one side of a sheet is seen from the other side.

Binding by stapling along one edge of a sheet. Also called cleat stitch and side wire.

A sheet of paper printed and then folded to form a section of a printed product. The number of pages in a signature is almost always a multiple of 4, usually a multiple of 8, and typically 16 or more on large presses.

A poster size measuring 120in x 80in (3050mm x 2030mm).

Compound mixed with paper or fabric to make it stiffer and less able to absorb moisture.

Misalignment of a character(s), bar, or barcode related to the top or bottom edges of an envelope.

A platform support for a pile of cut sheets of paper (wooden pallet).

Separate sheets (stock) independent from the original run positioned between the “printed run” for a variety of reasons.

A condition in which an image appears blurred or unsharp, frequently due to press roller condition.

That quality of paper defined by its levelness, which allows for pressure consistency in printing, assuring uniformity of print.

An intangible consideration extended to a member as evidence of the member’s special status, and it usually takes the form of some sort of special treatment (special access, special deals/discounts, special experiences), often requiring little or no out-of-pocket funding by the sponsor.

Halftones dots with considerable fringe that causes dot gain.

Points that have no monetary value since the value is derived from the benefit it allows the customer.

Any area of the sheet receiving 100 percent ink coverage, as compared to a screen tint.

A mailing that promotes only one product.

More environmentally-friendly inks that use vegetable oils instead of petroleum products as pigment vehicles.

Printer whose equipment, supplies, workflow and marketing is targeted to a particular category of products.

The complete information described for a print job: page size, type size, specific colors, etc.

Instrument used to measure the index of refraction of color for CIE color spaces.

A drop out highlight with no printable dots, thus no detail, as compared to a diffuse highlight.

Back or binding edge of a publication.

Binding using a spiral of continuous wire or plastic looped through holes. Also called coil bind.

Paper that, due to mistakes or accidents, must be thrown away instead of delivered printed to the customer.

Extra paper that it is allotted for inevitable waste, and to help ensure that the proper quantity is produced.

One ink applied to portions of a sheet, to highlight a specific area of the printed sheet. Usually refers to a PMS (non-process) ink.

Two opposing pages designed as one visual. There are reader spreads and printer spreads.

The quality of paper to maintain its original size when it undergoes pressure and moisture changes.

Device used to remove static electricity.

To copy an element on a page, then repeat it multiple times as a pattern.

A term for unprinted paper or other material yet to be printed.

Popular sizes, weights and colors of papers available for prompt delivery from a merchant’s or mill’s warehouse.

Order for paper that a mill or merchant sends to a printer from inventory at a warehouse, as compared to making a mill order.

Press element that overlaps sheets on the registration table, allowing the registration unit to run at a slower speed than the printing unit for a better image fit.

A design maneuver in which images are placed in a layout in such a way as to create the feeling of balance.

Alternate term for basis weight, usually referring to bond papers. Also called sub weight.

Any surface or material on which printing is done.

The color produced by light reflected from a surface, includes hues in color photos and colors created by inks on paper (cyan, magenta, yellow and black).

Paper pulp from wood chips pressure-cooked in a solution of caustic soda and sodium sulphide. Also known as Kraft.

Paper pulp made from wood chips pressure-cooked in a solution of bisulphite of lime.

Paper calendered using alternating chrome and fiber rollers to produce a smooth, thin sheet. Abbreviated SC paper, comes in SCA Plus, SCA, SCB and SCC, whereby the last letter indicates the grade quality.

A specific list of people who are not to be sent promotional mail, such as the marketer’s current customers, bad debt customers, people who have requested not to receive direct mail promotions and the DMA’s Mail Preference Service list.

The exposure of a second negative superimposed on an exposed image of a previous image. Taking an already printed matter and re-printing again on the same.

Abbreviation for Specifications for Web Offset Publications.

Any petroleum-nylon based waterproof paper with a high tensile strength.

A wafer seal used to secure a folded self-mailer.

Using a broadsheet as a measure, one half of a broadsheet.

Refers to the stickiness of ink; ink’s ability to stick to a substrate.

Grade of dense, strong paper used for products such as badges and file folders.

A computer file format suited for images from scanners and video devices.

Selection of best customer prospects to fulfill specific company objectives.

The “ideal” audience for a marketing effort. Usually defined in demographic and psychographic terms.

Programs may add escalating customer benefits and award earning opportunities by establishing membership tiers (e.g. silver, gold and platinum levels).

An advertisement or promotion designed to excite curiosity about a subsequent advertisement or promotion.

A paper’s ability to withstand pressure.

Designation for printing papers with textured surfaces such as laid or linen. Some mills also use ‘text’ to refer to any paper they consider top-of-the-line, whether or not its surface has a texture.

Improvement in response to a mailing to which modeling or segmentation has been applied.

The process of printing using a heat sensitive ink to raise the ink up off the paper. Also called raised printing.

See Caliper.

A poster size measuring 120in x 160in (3048mm x 4064mm).

The movement of customers between membership tiers.

Various even toned areas of a solid color.

A separate insertion to a finished magazine or book.

An item glued to a printed piece.

A white filler pigment that increases the brightness and opacity of fine printing paper.

Reduction in the tonal range from original scene to printed reproduction.

The values of white, black or colors; tints or shades.

The rough surfaced finish of papers such as vellum or antique.

The side of the paper nearest the top of the web as it comes off the paper machine. The other side is the wire side because of its direct contact with the endless ribbon of wire on the machine.

The value of total ink coverage percentages, or total dot density, of the process colors.

Plate that accents or prints a color that four-color process printing cannot reproduce well enough or at all. Also called kiss plate.

SPC’s proprietary paper-based, multi-ply CR-80 sized promotional cards. When manufactured inline, can be personalized and matched to the base mailer with a scannable barcode readable at point-of-sale.

A printing shop that provides services only to other printers and does not work for the general public.

A direct mail piece intended primarily to attract recipients to the mailer’s place of business.

Positive photographic image on film. Also called chrome, color transparency.

In multi-color printing, an allowance of overlap for two colors printed adjacent to each other, as a means of compensating for mis-register and to avoid gaps between colors.

Both sides of a piece are folded inward, usually one-third the length of the piece.

Marks or lines that are included on a layout and printed to help guide the paper cutter in trimming the paper pile.

The actual size of the printed material when cut and bound.

The difference in feel and appearance of either side of a sheet of paper due to the papermaking process having a felt and wire side.

Under color addition, is the technique of making color separations that increases the amount of cyan, magenta or yellow ink in shadow areas.

Under color removal, is the technique of making color separations that decreases the amount of cyan, magenta and yellow ink in mid-tone and shadow areas while the amount of black is increased. This improves trapping and can reduce makeready and ink costs.

Pulp that has not been treated with bleaching agents.

Papers that are not smoothed by going through the calendaring process.

Paper that has not been coated with clay. Also called offset paper.

A quantity of printed copies below the number specified in an order (possibly within a previously noted margin of error).

Technique of adjusting dot size to make a halftone or separation appear sharper (in better focus) than the original photo or the first proof.

Refers to the imposition of multiple impressions of one image printed on a single sheet to take advantage of full press capacity. “Two up” or “three up” allows full usage of the sheet.

This is an Internet address that enables others to access a webpage.

Solvent-less inks applied to a printed sheet, then bonded and cured with ultraviolet light to prevent image degradation from exposure to sunlight.

The shadow (darkness) or highlight (lightness) of a color. Usually expressed in a percentage.

Managing and enhancing the value to both the customer and the company within the relationship.

Any high-value, high-yield customer with a high propensity to churn.

Personalization done via a digital process.

A thin protective coating applied to a sheet for protection and appearance.

A thin coating applied to printing to enhance appearance or protect the sheet.

A rough, toothy finish that is relatively absorbent for fast ink penetration.

A term given to papers that are coated with an adhesive and then flock-dusted.

Brand name for high-contrast photographic paper.

A paper flocked to resemble this textile. Similar to satin or dull finish.

A lump sum of points given to a customer up front that can only be used as time passes or the desired behavior is exhibited.

Also called a color booth, where the lighting is conditioned and calibrated for proper viewing of color printed on a sheet.

An illustration where the background fades to white or into the unprinted area of the paper.

Paper made exclusively of pulp from trees or cotton, as compared to recycled paper.

Volatile organic compounds, petroleum substances used as the vehicles for many printing inks.

The path the postal carrier walks, assigned by the postal service

Style of envelope with a large flap that seals at the bottom of the envelope. The large flap is designed to be a response vehicle.

The process of cleaning rollers, fountains, screens, and other press components after a printing job.

Unusable paper or paper damage during normal makeready, printing or binding operations, as compared to spoilage.

Translucent logo on paper created during manufacturing by slight embossing from a dandy roll while paper is still wet.

The breakage of paper on a web press traveling through the press causing the paper to be rethreaded.

The amount that the paper becomes stretched or shrinks during the printing on a web press.

A press that uses roll paper rather than sheet paper, often with inline folding and cutting to form signatures. Web presses come in many sizes, the most common being mini, half, three quarter (also called 8-pages) and full (also called 16-pages).

A soft paper that is thick and holds up well under embossing.

Areas on a page where there is no printing.

Side of the paper that rests against the Fourdrinier wire during papermaking, as compared to felt side.

Parallel to the grain direction of the paper being used, as compared to against the grain. See also Grain Direction.

Made with chemical pulp only. Paper usually classified as calendered or supercalendered.

Similar to work and turn, except that the page is tumbled from front to back so printing uses the same side guide but a different gripper.

The printing of one side of a sheet of paper, then turning it to print on the other side using the same plate and gripper, but the opposite side guide. The finished sheet is then cut to produce two complete copies.

A discount given to mail owners that do some of the work for the postal service on a mailing.

Paper manufactured without visible wire marks, usually a fine textured paper.

A fine paper often used for stationary and identity purposes.

An image that is flopped and appears backwards when compared to the original.

Acronym for the term “What You See Is What You Get”; pronounced “Wiziwig”. Typically used in hard and soft proofing.

The setting or calibration of a densitometer to a known value.

A piece folded inward once and outward once forming the shape of the letter “Z.”