media glossary - S

saddle stitch
A form of binding in magazine publishing usually with wire staples. A stitch used in sewing together the pages of a magazine at the fold lines, either with thread or wire. (See Stitch)

salesperson
An individual who sells goods or services.

SAM Intercept
The automatic protection feature of SAM that loads into memory at startup to guard your computer against viruses.

SAM Intercept Jr.
The automatic protection feature in SAM that works the same as SAM Intercept, but does not monitor for suspicious activities. It takes less memory than SAM Intercept and cannot be customized.

SAM User Definitions file
A file that contains virus definitons entered from information provided by Symantec. SAM uses these virus definitons to detect viruses, but not repair them. If a virus is detected, you must delete the file to remove the virus. See also SAM Virus Definitions file.

SAM Virus Definitions file
A file that comes with the SAM software package and provides information for finding and repairing viruses. Also called built-in definitions. You can download a new virus definitons file from Symantec BBS, CompuServe, Applelink, and America Online bulletin board services.

sample package (mailing piece)
An example of the package to be mailed by the list user to a particular list. Such a mailing piece is submitted to the list owner for approval prior to commitment for one-time use of that list. Although a sample package may, due to time pressure, differ slightly from the actual package used, the list user agreement usually requires the user to reveal any material differences when submitting the sample package.

scale
To figure out the enlargement or reduction required to make a photo or artwork fit a designated area.

scan
1)The systematic search for viruses performed by SAM.
2)Using a scanner to acquire

scanner
An electronic camera that does color separations.

SCF
See Sectional Center.

scheduled space
Advertisements for future issues already submitted on insertion orders, contracts, or by verbals order.

score
To press a straight line into paper. Facilitates folding so the paper won't crack at the foldline.

screen
An even pattern of small dots that when printed will appear to reduce the intensity of ink, such as making black ink appear gray.

SCSI (Small Computer System Interface)
A high-speed port used to connect computers with printers and other peripherals.

search engine
A server-based application program that will examine large databases for selected words or phrases. Common search engines use keywords to hunt for information on the World Wide Web.

sectional center
A postal service distribution unit comprised of different post offices whose zip codes start with the same first three digits. (See scf or sec center)

secure sockets layer (SSL)
An acronym for Secure Socket Layer, SSL is a protocol developed by Netscape Communications Corporation for securing data transmission in commercial transactions on the Internet. Using public-key cryptography, SSL provides server authentication, data encryption, and data integrity for client/server communications.

security code
An authorized access code to a computer. Designed to keep unauthorized people from using the system.

sell line
Cover copy.

semi-monthly
A publication issued twice a month.

senior editor
Editor with special duties and responsibilities; can oversee a department or be involved in special project work.

sepia
Brown printed reproduction of black and white art.

serial interface
An interface between a computer and a printer or other serial perphipal, in which the computer sends single bits of information to the device, one after the other.

server
The machine that talks to clients more precisely, anything from a PC to a supercomputer that shares files and other services with multiple users.

server service
A business that provides server resources so that a person, organization or company which can't afford its own server can still create a presence on the Internet.

share of market
Percentage of unit sales or sales revenue held by a particular product against competing products.

shareware
Freely distributed software - often available from vast FTP archives on the Net - that includes a request from the programmer for voluntary payment.

sheen ink
The use of match colors (PMS) to simulate metallic (looking) ink.

sheet-fed
A press that prints on pre-cut sheets of paper, as opposed to a web-press, which prints from a continuous roll.
short rate A follow-up debit invoice issued to an agency or client for the difference between higher rate frequencies originally billed and lower rate frequencies ultimately earned at the end of a 12 month contract period.

shrink wrap
To wrap an item, (or stack of magazines), in heat-sensitive plastic and then heat it so the plastic shrinks around the bundle for shipping.

shut down
To turn off your computer or prepare it to be turned off.

sic Standard Industrial Code
Classification of business, as defined by the U.S. Department of Commerce.

sidebar
Small secondary story, usually in a tinted box that indirectly relates to the larger story.

SIG (Special Interest Group)
A group of people that get together, often through an online service or a USENET newsgroup, to share information on their common interest. Often moderated by a SYSOP.

signature
A folded section of a printed product. For example: a 16 page signature is 16 of the total number of pages, folded and ready for binding. Each signature is trimmed to become actual pages. (See Form) OR A short note, usually containing your name and address and a brief quotation, that appears at the end of email or newsgroup messages you send.

siliwood
Short for "Silicon Hollywood," the coming convergence of movies, interactive television, and computers.
single-copy sales A cash sale of a single copy of a magazine either over-the-counter, newsstand, or directly from the publisher. It is non-subscription sale.

site traffic
An ambiguous term. Some consider the number of unique visitors during a given period to be a site's traffic. Others consider it the number of page biews during a given period (usually a month).
slag Slang for bringing a network to its knees by sending huge data files.

slip and ppp
"Serial line Internet protocol" and "Point-to-point protocol." Connection by SLIP or PPP actually puts a computer on the Internet, which offers a number of advantages over regular dial-up access. A SLIP or PPP connection can support a graphical Web browser (such as Netscape or Internet Explorer), and allows for multiple connections at the same time. Requires special software and a SLIP or PPP service provider.

SMDS
Switched Multimegabit Data Services, a "fast packet" service that sets up high- speed connections between sites.

smiley (emoticon)
A text illustration of a facial expression that indicates sarcasm or other tone – best understood if viewed sideways. Most common are :-) or :-(

SMTP (Simple Mail transfer Protocol)
The standard protocol for distributing e-mail on the Internet.
snail mail paper mail delivered by the U.S. Post Office, as opposed to the often almost instantaneous transmission of e-mail.

sneakernet
The old-fashioned way. To move files between computers that aren't connected to electronic networks, PC users store them on floppy disks and walk them from one machine to another.

sniffer An electronic device that lets you tap into someone else's computer system. Emerging meaning – as a synonym for spy or investigate. "I'm outside the apartment sniffing the suspect."

Software The programs, or instructions, that tell a computer how to respond to specific user commands.

SOHO A marketing term that stands for Small Office Home Office. An increasing number of high-technology products are being designed for and used in this market.

SONET Synchronous optical network standards define how signals are moved around on a high-speed fiber optic network. Like ATM, SONET equipment is being put into networks around the globe today and is considered a fundamental building block of broadband networks.

space equivalency If an advertisement runs as a regional or demographic, the space equivalency is determined by either revenue or circulation. For example: an absolute space count of 1.00 normally worth $10,000 will have a space equivalency of half (.50) if the dollar value is reduced by half ($5000). An absolute space count of 1.00 normally circulated to 100,000 readers will have a space equivalency of half (.50) if the circulation of the advertisement is reduced by half (50,000). (See National Equivalency, N.E. Space)

space salesperson Employee or Outside Rep firm who calls on clients in the pursuit of selling advertising space.

spam The posting of the same article to multiple newsgroups regardless of the appropriateness of the topic (e.g. "Make Money Fast").

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

specialized mobil radio (smr) A two-way radio service, like used for taxi dispatching, being up-graded to provide cellular like phone service.

spectrum A range of frequencies available for over-the-air transmission.

split run From print publishing an advertiser may wish to run a particular ad in a certain demographic or region in a particular issue. The balance of copies for the same issue will show a completely different ad for the same advertiser.
spooling A method of storing info. on disk temporarily for later processing. Spooling is used when processes, (which run fast), have to use slow devices, like printers. Spooling stands for: Simultaneous Peripheral Operation On Line.

spread 1. Two magazine pages facing each other. The headline, copy or ad caption may run from one page to the other. 2) To slightly expand type or artwork so that it prints into a background color. Example: light blue type printing against a dark red background would be spread. (See Choke for #2) Bleed?

srds Primary source of publication information for planners and buyers of magazines, TV, radio, newspaper and trade advertising. Gives easy access to accurate, up-to-date info. on thousands of media opportunities. (See Standard Rate & Data Service)

staff editor Usually a reporting/writing editor without managerial responsibilities.
standard color Inks which comply with SWOP, (Specifications, Web Offset Publications), standards. Standard colors, (s/red, s/blue, s/yellow, s/green), and solid ink colors. (See Two Color)

standard industrial classification Classification of business, as defined by Department of Commerce. (See S.I.C)

standard rate & data service Primary source of media advertising information for planners and buyers of advertising. Gives easy access to accurate, up-to-date info. on thousands of media opportunities. (See SRDS)

standby space Ads run at a publisher's discretion upon the authorization of a standing insertion order. Usually inserted at the last minute to fill gaps in an issue.

start date Date of the first issue of service for the current subscription or the date of the first issue in a contract period in which an advertiser places ad space.

startup The process by which your computer starts working. During this process, system extensions such as SAM Intercept are loaded into memory.

startup disk A disk (hard disk or floppy disk) with all the necessary program files – such as the Finder and system files contained in the System Folder – to set a computer into operation. Sometimes called a boot disk or system disk.

stickiness
A measure used to gauge the effectiveness of a site in retaining individual users. The term is typically used in promotional material when traffic numbers are too low to be effective in lauding a site's performance. Never mind the quantity, feel the stick.

stitch Stapling
To saddle stitch is to staple a printed product at its fold. To side stitch is to staple or sew a product near the gutter, away from the fold. (See Saddle Stitch)

strip, stripping
A labor-intensive, (hence expensive), service which positions film into its proper position for printing. Stripping is often done with red lithographer's tape because red tape can be used to prevent unwanted light from reaching the printing plate.

subscriber
An individual, firm or corporation that orders a subscription to a publication.

subscription agent
An independent company that sells subscriptions on a commission basis.

subscription contract
Contractual agreement by an individual or firm to purchase one or more copies of a publication for a given period which conforms to established rules.

subsidiary
A business entity owned or controlled by another organization. Usually responsible for its own debts.

super page
An advertisement consisting of a full page plus an adjoining 1/3rd page strip usually on the following page. The 1/3rd page is used, for the most part, to list names and addresses of various locations or products. A super page usually has its own set of rates.

supplied insert
Multiple pages of advertising pre-printed by the advertiser and shipped to the printer ready to bind into an issue. Usually printed on heavier stock. (See Insert)

surf
To randomly access sites on the Internet. Emerging meaning – any aimless interaction with a machine, including a television. This definition already is accepted by some dictionaries.

suspension
Discontinuation of subscription because on non-payment.

suspicious activity
An activity or action caused by other software that SAM perceives as the work of a possible unknown virus. Suspicious activity alerts do not necessarily indicate the presence of a virus, but should be investigated.

SVGA (Super Video Graphics Array)
Graphics specifications. Offers higher resolution than the 640x480 resolution, 256 color standard of the older VGA specifications on PCs.

SWOP
Specifications for Web Offset Publications ID that allows users to communicate with persons-in-charge without knowing their names.

Switched ethernet
A scheme for connecting computers directly to a network device called a hub, allowing each computer a dedicated channel for communication.

SYSOP (System Operator)
The person responsible for all that goes on a newsgroup, SIG or network. In the case of a network, also called a network administrator. SYSOP is a common alias ID that allows users to communicate with persons-in-charge without knowing their names.

system extension
A program that loads into memory when a computer is started. Also known as a startup document.

system file
A file stored in the system folder that the computer uses to start up.

system folder
A folder on the startup disk that contains the files your computer requires for operation, such as the System file, Finder, system extensions, desk accessories, and control panels.

system software
The programs necessary to run a computer. Also known as the operating system.

systems integrator
A company that combines hardware and software from various sources into a working system for customers. As networks get more complex, more companies run to integrators to ease headaches.