media glossary - P

P/L
A financial statement for a given period of time summarizing income and expenses of a business (or individual magazine) with an indication of the resulting profit or loss. (See Profit and Loss Statement)

packet
A chunk of data that is routed to and from through a network. It includes an address so that it winds up in the right place. (See Token Ring)

packet switching
The process of sending packets through the network, allowing for alternate routing if a particular network link fails.

packing list
A detailed listing of information on the contents of a shipment and enclosed with the package for inspection.

page view
Like an ad view but for an individual Web page. A page view occurs each time a Web page is requested from a server.

pager
A portable electronic device that can receive news, messages, and other data. There are 3 types of pagers. Numeric which send only numerical information, Alphanumeric which send both numbers and letters, and Voice which sends voice messages.

paid circulation
The number of issues paid for through subscriptions and single copy sales.

paid subscriber
Purchaser of publication copies on a term contract, whose subscription qualifies as paid circulation in accordance with the rules.

pantone matching system
A standardized system for matching colors from PMS swatchbook to the ink formulas required on press. PMS colors are "true" colors, in contrast to the four process colors, (magenta, cyan, yellow, and black), which can simulate a wide range of colors. PMS colors are more pure than process colors. (Art Department, Production Department) (See PMS, Match Color)

parallel interface
An interace between a computer and a printer that enables the computer to send multiple bits of information to the printer simultaneously.

parent company
A controlling company that has an interest in one or more subsidiaries.

partition
A portion of a disk (prepared and set aside by a special disk utility) that functions as a separate disk. When partitions are mounted to the desktop, a separate icon appears for each partition.

passive matrix display
A type of liquid crystal display (LCD) screen used on notebook computers. The technology uses parallel wires that run horizontally and vertically across the display. A pixel lights up when both the horizontal and vertical wires that intersect it are energized.

password
Ones personal code to access a computer or network.

paste-up
To assemble the elements of a page and affix them, usually with wax, into their intended positions. Also, a page that is ready to be shot on camera. (See Mechanical)

patron
A customer or client who deals regularly with a particular business.

pay-per-click
An advertising pricing model in which advertisers pay agencies based on how many consumers clicked on a promotion. Condemned by advertisers and agencies alike for its many marketing vagaries and technical loopholes.

pay-per-impression
An advertising pricing model in which advertisers pay agencies based on how many consumers see their promotions.

pay-per-sale
An advertising pricing model in which advertisers pay agencies based on how many consumers actually buy something as a direct result of the promotion. Despised by agencies for the wretched accountability is brings to their lives.

PC
Abbreviation for Personal Computer usually identified with the original IBM PC based Intel Chips and subsequent generations of same. A personal computer is independent of a mainframe but can also be used to communicate with a mainframe or with other PC's.

PC card
Formerly called PCMCIA. A standard hardware expansion circuit card, mainly used in notebook and handheld computers.

PCS
See Personal Communications Services.

PDA (Personal Digital Assistant)
Hand held computing devices that perform tasks like keeping schedules. More sophisticated PDAs are expected to be able to communicate and retrieve data from the Information Super highway. They may combine cellular communications, fax and pager.

PDF (Portable Document Format)
Filename extension that indicates an Adobe Acrobat file.

peer-to-peer
A simple kind of network that sets up a conversation between two machines without a middleman. Both can carry out the same functions. The egalitarian antithesis of client-server.

PENTIUM
A microprocessor produced by Intel, used in IBM-compatible machines. In the Intel 80x60 chip family, the Pentium is the equivalent of the 586.

PENTIUM II
The equivalent of a 686, it has some substantial architectural changes from the Pentium, including a built-in L2 cache.

PENTIUM III
The Intel Pentium III processor brand is the latest addition of chips from Intel. Changes from the Pentium II include a frequency of 450 and 500MHz, Bus spedd of 100 MHz and L2 cache.

peripheral
An accessory such as a printer, monitor, or disk drive that can be atached to a computer.

perfect bound
A form of binding in magazine publishing. The addition of a spine which is glued around the pages of a magazine at the inside where left had and right hand pages meet, creating a square backbone.

perforation
Punched, dotted lines.

periodical
A publication such as a journal, magazine, or a newspaper that appears on a predictable basis..

peripheral equipment
A computer"s input-output and data storage devices and other gizmos: printers, keyboards, CRT's, remote terminals, tape and disk drives speakers. (Computer Services)

personal communications services (pcs)
A digital wireless service that might be inexpensive enough for full time local calling.

personal computer
A digital device for personal and business productivity and communications.

photo caption
The text under or alongside a photograph in a magazine that explains the picture or graphic.

photo mechanical
An inexpensive and fast way to make a Photostat. (See PMT)

photostat ("stat")
A black and white line print shot made on photographic paper.

pica (width)
Typesetting term of measure, approximately one-sixth of an inch. Equals 12 points

PING (Packet Internet Groper)
A program that finds out if a remote computer is available.

pirated software
Software that has illegally obtained.

pixel
A single displayable video dot.

pl/I
A multi-purpose computer programming language developed to improve FORTRAN.

plate change Used to change copy during a press run. Metal with an image already exposed is replaced to allow exposure of a different image.

platform The hardware that comprises a computer system.

plug-and-play Refers to easily installable computer system components.

plug-and-pray
A network that probably won"t work right the first time without divine intervention. The opposite of what vendors aspire to in their ads, which is plug-and-play.

plugging
Press condition that makes a printed photo appear dirty or filled in. Can be because of a bad halftone or ink/water problems on the press.

plugins
Converters and ulitilies that give web browsers added functionality. Some common plugins are Adobe Acrobat and Macromedia Shockwave.

PMS
A standardized system for matching colors from PMS swatchbooks to the ink formulas required on press. PMS colors are "true" colors, in contrast to the four process colors, (magenta, cyan, yellow, and black), which can simulate a wide range of colors. PMS colors are more pure than process colors. (See Pantone Matching System, Match Color)

pmt Photo Mechanical Transfer. An inexpensive and fast way to make a Photostat. (See Photo Mechanical Transfer)

po
A written document, signed by an authorized party requesting goods or services be provided according to specified terms. (See Purchase Order, Insertion Order, I.O)

pocket
A designated section of a binder at a printer that accepts one signature of the printed product which will later be combined with other signatures to create a magazine issue.
point A unit of measure in typesetting used to denote letters or the thickness of rules. About 1/72nd of an inch, 12 points equals one pica.

POP (Point of Presence)
The closest location or phone access number for a network or phone company. Leased-line charges are based to some degree on how far you are from a POP.

Port
An entrance to or exit from a data network or computer.

Positive
Any positive-reading image. Also used to describe positive film, rather than the more conventional negative film.

POTS (Plain Old Telephone Service)
This term exists to distinguish between what we have now, and what we will have. It is an insider's term to make outsiders know who they are.

Power PC
A family of microprocessors used in Macintosh and other computers; developed by Motorola, IBM and Apple.

PPP (point-to-point protocol)
A protocol for making IP connections over a telephone line.

PPV (Pay Per View) PPV usually refers to movies or sporting events carried on cable. PPV programs can be ordered either by phone, or on some more modern systems through the converter box. The user currently has no control over the time the program airs, though some systems have enough channels available to offer movies on a fairly regular basis. PPV, in the form of video on demand, is expected to be an important source of income early in the superhighway systems of the future.

pre-billing
An agency or an advertiser may request ad billing for a particular issue prior to that issue being published. Usually requested when the agency or advertiser needs to account for ad expenditures in a month which precedes the date of publication.

pre-payment
An agency or advertiser may choose to pay for advertising preceeding the date of publication. Pre-payment may be for one advertisement or for an entire advertising schedule in either one media or a group of media.

pre-press
Any and all activity that occurs before printing plates are made. (See Prep)

pre-test/post-test (advertising)
To determine the effectiveness of a given advertisement by testing before and after it has run.

preferred position
Placement of an advertisement in a specific location within an issue. For example: opposite feature article, first page in issue, first spread in issue, center spread, etc. Some advertisers may have to pay an additional charge for a preferred position. (See Special Position, Premium Position)

premium
Material offered to prospects or subscribers as incentive to subscribe.

premium position
Placement of an advertisement in a specific location within an issue. For example: opposite feature article, first page in issue, first spread in issue, center spread, etc. Some advertisers may have to pay an additional charge for a premium position. (See Special Position, Preferred Position)

prep
Any and all activity that occurs before printing plates are made. (See Pre-Press)

press run
The total number of copies printed for a particular issue. Includes circulation copies, promotional copies, sample copies, show copies, complimentary copies, file copies, checking copies, etc.

pressure sensitive label
A label that can be removed from a sheet and repasted on a mailing piece.

print queue
A line-up of computer print jobs waiting to print. Jobs are kept in the order in which they were sent to the printer.

printout
Printed pages, (reports, listings, etc) originating from computer programmed information and produced in a generally understandable form.

pro rata
Proportionately divided according to an exactly calculable factor (as share or liability).

pro forma A phrase meaning as a matter of form. Usually a document prepared as a convenience in place of or in advance of the official invoice or a projected financial statement.

process color
Describes four-color printing, the purpose of which is to simulate full-color photos using the four process colors: yellow, magenta, cyan, and black.

production department
Responsible for processing all advertising and editorial negatives and materials in the production and manufacture of magazines through various printing companies. Also, responsible for supervising the binding and distribution of said magazines through postal outlets.

program
A plan of sequenced instructions that will cause a computer to perform and handle a specific data processing operation.

programmer
A technically skilled person who designs, writes and tests a computer program.

progressive scan
A noninterlaced picture in which all the scan lines are transmitted in an unbroken sequence, creating an entire single frame of a TV picture.

promotion
A marketing campaign designed to increase sales.

promotional copies
The number of issues used as sample copies, show copies, file copies, checking copies, miscellaneous. Promotional copies are all no charge.

proof
Any representation shown to the customer for approval before printing.

protection
A SAM feature that generates information about a file than can be used to verify the file"s integrity. This feature helps protect against unknown viruses.

protocol
In networking, protocols are standards that govern how computers talk together. For example, Ethernet has a way to settle the problem when two people try to send a message at the same time; the system makes them both hang up and try again, waiting a random length of time that is set by their computers.

publisher
The senior manager of a publication, responsible for overall operations including, sales, marketing, circulation and editorial. All department managers on a publication"s payroll report to the publisher. A publisher has primary responsibility for the publication"s profitability.

publishing
To place information on a server to make it available to the Internet. The most common ways to publish are Gopher and World Wide Web.

purchase order
A written document, signed by an authorized party requesting goods or services be provided according to specified terms. (See P.O., Insertion Order, I.O)