Editorial terms: Magazine Cover terms:

Layout The art/process of arranging elements. Masthead / Master head:

Headline: Display type is created specifically to work as headline. • title design for the name of a publication

Kicker can be placed above the headline (label, short copy). • usually found on top of the front cover of a magazine

Intro / Stand-first / Deck: acts as a bridge between headline and • term ended up also being used in web design (logo/title of
body copy and sets the tone of the article. website)

Byline (By Author’s Name): either after intro or at the end of body • displayed on every edition of the magazine in the same typeface
copy. and position on the magazine to ensure consistency throughout
their magazines
Body copy:
• font choice, size, colour, kerning all contribute to the style of the
• Readability is crucial
magazine and crucial in establishing the target market
• Ideal line length is between 45-80 characters (including space)
Tagline / Sell line / Strapline / Magazine Deck:
• Sometimes first paragraph is called Lead and can include the
• Specifies topic, subject matter or category of magazine
Nut Graf, which is like the thesis statement for the article
• Establishes style and tone of voice
• Baseline (lines across columns should be aligned)
• Can be a powerful, effective statement
Subhead:
Skyline / Banner / Strip:
• Helps to break up long blocks of text in the body copy
• At the top or bottom of the cover
• Should not be placed too close to other design elements (e.g.
pull quote) • An extract of the contents, usually most interesting articles

Pull quote: Puff / Pug / Qualifier / Flash:

• Doesn’t have to be a quote • Strong use of colour or shape containing exciting news, incentive
or promotion
• Can be more effective as an entry point than the headline
• Sticker effect often used
Header / Footer:
• Called Pug when attached to the edge or corner of the cover
a. Page number (aka folio)
Date line: The month and price is often written on the magazine,but
i. Place it on both sides or only on the right side
magazines usually come onto shelves a month before the date on the
b. Running head/feet (indicates section) magazine.

c. Notes, references Main cover line / Lead article line / Headline / Splash / Cover story:

Images: • Most of the time connected to main image on the cover

• Captions (should always be closer to the bottom of the image) • largest and most noticeable cover line

• All art should be credited • usually short and gives an insight of the main story

• Runaround • Additional lines connected to main cover line sometimes referred

to as straplines or anchorage text
• Bleed
Supporting cover lines:
• Double truck (image across a spread)
• Additional articles besides the cover story
• Photo package (stack or cluster of photos)
• written around the edge of the magazine but not in front of the
Margins:
main image to take the focus away from it
• Safe zone (everything inside margins)
• written in a smaller font so not to take away from the main focus The Gutenberg Diagram is applied to users with a genuine
• Spine (creep = inside margin) of the magazine (the main image and main cover line) interest on the page content.

Columns: • Buzz words are often used like Exclusive, Free, Plus
The pattern suggests that the eye will sweep across and
• Gutter / Alley Main image: down the page in a series of horizontal movements called

• • axes of orientation. Each sweep starts a little further from the

Downrule Has to be a striking, engaging image to grab people’s attention
left edge and moves a little closer to the right edge. The
Panel / Boxout / Box copy / Sidebar / Secondary coverage: • Usually a person looking at the camera (eye-contact) overall movement is for the eye to travel from the primary

• • area to the terminal area and this path is referred to as

smaller story that relates to the article Most of the time a close up or medium shot
reading gravity.
• needs to be visually separated (colored block, different text • Takes up most of the space of front cover
formatting, etc.) [Link]
• Usually overlaps Masthead whilst keeping it recognisable
• also-help-with-writing-copy-2f4ea02a5646
helps to tell a more complete story
Secondary images / Thumbnail images:
• usually fixed to the outer margins
• Smaller in size
• called Floating block when not attached to on of the edges
• Connected to other articles in the magazine
Lines (as shapes not text):
Model credit: Usually the name of the person in the main image
• Rule is usually used above Headline or Lead
Barcode:
• Eyeline is a horizontal guideline that runs across the spread. It
• Required when sold in shops and newsagent
helps visually unify the spread and is used as a place to start or
end content elements. The eyeline should never be placed in the • Not necessary for printed copies sent to subscribers or digital
exact middle of the spread. versions

Drop Cap: Left third:

• First character of lead paragraph • Masthead and main cover line should be placed here

• Common entry point for the spread • On newsagent stands, where magazines are overlapped this is
usually the only part visible
Jump: the continuation of a flow of text from the bottom of one
column to the top of another, or onto another page

Rail: a thinner column (typically about half the width of the other
columns) at the far left or far right of a page, typically providing
directory information for, say, a newspaper.

Hang line: like a horizontal rail, this is a line that separates

information at the top of a page (such as an image, for example),
from the text below, which seems to “hang” from the line