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[A]
ABOVE THE FOLD
The editorial space visible after the publication has been folded
in half. Is considered top placement for articles. A mostly newspaper
term but also used in trade news tabloids. Also used on websites to signify
the space visible without scrolling, especially on the home page. ACCEPTANCE
1. Drawing up a contract for goods or services, such as advertising.
2. Positive feelings for a promoted product.
AD RETENTION
The likelihood that a reader will remember a particular ad on a magazine
page. It is expressed in a percentage and measured by advertisers.
ADVERTORIAL
Advertising supplement that reads like an editorial.
AFFINITY OUTLETS
Retail outlets that offer single-copy sales of a magazine with editorial
content that relates to the outlet's products or services.
AFFINITY PROGRAM
Reference from one web site to another to further e-commerce. The target
web site shares any profits with the referring web site.
AIDED RECALL
Prompting a respondent to trigger recall of a specific product or service
advertised. ALLEY
The two margins in the middle of a page spread.
AMERICAN BUSINESS MEDIA (ABM) formerly AMERICAN BUSINESS PRESS - ABP
An association of publishers with business-to-business publications in
print and electronic form. The ABP conducts research, disseminates industry
information, conducts educational seminars and classes, and promotes business
publications in general on behalf of its members. ANCILLARY PRODUCT
Products sold by publishers in addition to magazines, such as trade shows,
conferences, books, tapes, special issues, coffee mugs.
ARREARS
Issues of a magazine sent after the subscription has expired. Publications
audited by the Audit Bureau of Circulation (ABC) may count these subscribers
in their circulation for a maximum of three additional months.
ART DIRECTOR
Oversees the visual look of the publication, including the format design,
art production, cover ideas and graphics that illustrate each article.
ASSISTANT EDITOR
Senior editorial staff assistant who handles routine work, research, writing/editing
"front of the book" or "back of the book" departments and may write/edit
features. ASSOCIATE EDITOR
Writes and/or edits features, covers and represents the publication at
industry events.
ASSOCIATE PUBLISHER
Reports to the Publisher and oversees nation-wide advertising sales, supervises
Regional Managers and sales staff, recruits and trains sales personnel,
sets policy and procedures for the sales department and is responsible
for meeting goals and quotas. May also be in charge of marketing and/or
promotion.
AUDIENCE DUPLICATION
1. Two magazines that reach the identical audience.
2. Two issues of the same magazine to one reader.
AUDIT
Objective confirmation by independent organizations (Audit Bureau of Circulation
or Business Publications Audit Inc. in the U.S.) of circulation figures,
web site impressions and other records that publications use to promote
their business.
AUDIT BUREAU OF CIRCULATION - ABC
An independent, nonprofit organization that verifies publisher's circulation
claims by holding regularly scheduled audits. ABC is sponsored by publishers,
advertisers and advertising agencies.
AUDIT REPORT
The official findings of an audit bureau (Audit Bureau of Circulation
or Business Publications Audit Inc. in the U.S.) as a result of its examination
of a magazine's records for a particular year or other stated period of
time. Also referred to the "white audit" because it is printed on white
paper in order to differentiate it from a publisher's statement.
AVERAGE NET PAID CIRCULATION
The average number of copies of a publication sold per issue. It equals
the total circulation of all issues during the audit period divided by
the number of issues in the audit period. A term often used by audit bureaus
(Audit Bureau of Circulation or Business Publications Audit Inc. in the
U.S.).
[B] [Return
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B2B
Shorthand for business-to-business.
BACKBONE
The bound edge of a magazine or book. BACK-OF-THE-BOOK
The final pages of a magazine, usually consisting of columns and departments. BACKUP PAGE
The page of advertising required by a magazine to back up a coupon.
BAD DEBT
Overdue money owed by a subscriber or advertiser.
BANNER AD
Advertisement usually at the top or bottom of a web site page which leads
directly to the advertiser's web site.
BASIC PRICE
The price which the general public pays to purchase a magazine, whether
for one issue or a stated period of time. BIND-IN CARDS
Promotional postcards bound into magazines that either advertise a product
or offer a subscription to the magazine, intended to entice a response
by readers.
BIMONTHLY
Published every other month.
BINGO CARD
A reader response card, used to request more information from advertisers.
The term comes from the block of numbers -- similar to those on a game
card - that readers circle to request information. They're most commonly
found in business-to-business magazines.
BIWEEKLY
Published every two weeks or twice a month.
BLEED
A printed image that extends to the very edges of a page. BLOW-IN CARDS
Promotional postcards “blown” into magazines by a machine
after the publication has been bound. These either advertise a product
or offer a subscription to the publication and are intended to entice
a response by readers.
BLUELINES
A magazine proof printed in a single shade of blue that is also printed,
folded, and bound to approximate what the finished magazine will took
like. Changes made after an approval is often costly.
BOOK
Shorthand slang for a magazine.
BRAND
The visual look of a product's logo or other printed material that can
be used to lead satisfied customers to purchase other products bearing
the same marks.
BREAKDOWN
Analyzing circulation by specific criteria including geographic area,
job or title descriptions, business or industry classifications or other
demographic information.
BULK CIRCULATION
Distribution of multiple magazine copies sent to an individual addressee.
BULK SALES
The purchase of five or more copies of a periodical for distribution to
promote the business or professional interests of the purchaser. For example,
a copy of a newspaper you receive in some hotels.
BURIED AD
An ad surrounded by other ads on a page.
BUSINESS INFORMATION NETWORK - BIN
A joint venture between American Business Press and Competitive Media
Reporting to provide methods of measuring advertising spending in B2B
publications.
BUSINESS MODEL
Method of earning income from e-commerce. Examples include subscription,
advertising-based or transactional earnings.
BUSINESS PRESS or BUSINESS PUBLICATION
Publications that contain content specific to a business, industry, occupation
or profession or to a specific job classification rather than a general
consumer audience.
BUSINESS PUBLICATIONS AUDIT, INC. - BPA
An independent, nonprofit organization that verifies publisher's circulation
claims by holding regularly scheduled audits. BPA is sponsored by publishers,
advertisers and advertising agencies. In addition, BPA verifies tradeshow
attendance figures.
BUSINESS REPLY CARD - BRC
A method for targeted readers to reply in some predetermined fashion.
BUSINESS REPLY ENVELOPE - BRE
A method for targeted readers to send an order and/or check to a publisher
postage-free.
BUSINESS-TO-BUSINESS MAGAZINE
See trade magazine.
BUYER'S GUIDE
Specific manufacturer and supplier purchase information listed alphabetically
and by product or service groups. Typically published in a separate publication
or issue of a periodical.
[C] [Return
to Top] CALLOUT
The callout is intended to tease browsers to want to read the article.
It's usually a sentence or two pulled from the article and upsized. The
magazine's graphic designer will place it, pleasingly, somewhere on the
page to break up copy but mostly, to serve as a tease into the article.
CAPTION
Short copy below – or close to - a photograph which describes what
is taking place and/or identifies the people in the picture. CARD DECK
Postcard-sized printed advertisements purchased by advertisers, organized
and sponsored by publishers and mailed to subscribers of a mag-azine in
a prepackaged group, usually to a specific demographic breakdown.
CARD RATE
The cost of advertising space quoted on a rate card.
CASH DISCOUNT
A savings, usually two percent of the net cost, when cash is paid for
advertising space.
CENTER SPREAD
Any article, ad or other element that covers the two facing center pages
of a publication.
CHARTER SUBSCRIPTION
An initial subscription price offer at the start-up of a publication that
guarantees that the price will not change if subsequent renewal is done
in a timely manner. CHARTICLE
An article in the form of a chart.
CHECKERBOARDS
Ads alternated with editorial text and placed diagonally on the quarter
or half page.
CHECKING COPY
Copy of a specific magazine issue sent to an advertiser or agency that
verifies the placement of their advertisement in that issue.
CHURCH AND STATE
A metaphor for the formal or informal structure division established between
the creative "church" side (editorial) and the commercial "state" side
(advertising) at a magazine to prevent advertising from influencing editorial
decisions.
CIRCULATION
The number of paid copies of a periodical, such as a magazine, a journal
or a newspaper.
CIRCULATION DIRECTOR
Directs and coordinates the circulation, fulfillment and production departments
and develops policies.
CIRCULATION MANAGER (CONTROLLED; PAID)
Oversees policy implementation and manages the circulation personnel.
CIRCULATION MANAGER (PROMOTION; FULFILLMENT)
Oversees promotion or fulfillment policy and supervises the staff.
CIRCULATION SPECIALIST
Oversees database-related activities involving subscribers and advertisers,
including data warehousing and data mining.
CLASSIFIED ADVERTISING
Advertising placed under distinctive headings or categories of interest
to the magazine reader. Designed for singe item or service announcements
(rather than mass product promotion), type and style are uniform, do not
usually include display, and have special insertion rates. CLIP
A photocopy, or tear sheet, of a published article. Used when querying
editors as proof of the author being previously published.
CLOSING DATE
| The deadline to submit the final version of advertising material or
a manuscript for publication to a magazine's specific issue.
CMYK
The four colors (cyan, magenta, yellow, black) used to achieve full-color
image appearance. Color and contrast is achieved using black ink (abbreviated
K).
COLOR ELECTRONIC PREPRESS SYSTEMS - CEPS
Sophisticated computer -controlled printing equipment, as distinguished
from desktop components, designed for high-output presswork work required
for data-intensive publications.
COLUMN INCH
Copy which is one column wide and one inch deep.
COMMISSION
The amount of money a magazine's advertising representative or agent earns
to bring in advertiser's business.
COMPETITIVE MEDIA REPORTING - CMR
Reports strategic intelligence to advertisers, advertising agencies, broadcasters
and publishers.
COMPLIMENTARY COPY
Unpaid distribution of a magazine at the discretion of the publisher.
Likely recipients include potential advertisers, agencies, members of
the press and other officials.
COMPOSITION
A magazine's demographic profile.
CONTENT
Any material, other than advertisement, that appears within the context
of the magazine, web site or other publishing forum.
CONTRIBUTING EDITOR
An editor or writer who contributes to a magazine's efforts but is not
on staff.
CONTROL PACKAGE
The direct mail advertising package that has generated the most responses
from potential subscribers and to which all other package variations are
compared to.
CONTROLLED CIRCULATION
See non-paid circulation.
CONVERSION
A subscriber's first time renewal, after which it is simply referred to
as a renewal. Magazine conversion rates are usually much lower than renewal
rates.
COOKIE
Small computer program that electronically stores personal information
about your web site usage that improves the on-line experience.
COPY
The editorial material published in a magazine.
COPY EDITOR
A magazine staff member who edits copy accuracy, style, grammar, and spelling.
COPYRIGHT
The legal ownership of a creative work.
COPY SUPERVISOR
Oversees proper copy editing and proofreading and acts as liaison between
copy editors and printer. Usually reports to the Managing Editor and may
have supervisory status.
CORPORATE IDENTITY PROGRAM
Written policy concerning a company's visual image, including elements
such as logo, stationery, packaging and signage.
COST PER THOUSAND - CPM
The standard measure of cost to reach 1,000 people, usually with advertising
material.
COST RANKING REPORT
Magazine ranking based on predetermined demographics or costing methods.
COVERAGE
The percentage of a demographic group reached by a magazine. COVERLINES
Short lines of copy placed on the cover of a publication to entice newsstand
browsers to buy it. Also called cutlines. CQ
An editing term and usually used in parenthesis next to a word. Signifies
that this word is spelled correctly.
CUSTOM PUBLISHING
A collection of material gathered specifically for publication to a targeted
audience. CUTLINES
Short lines of copy placed on the cover of a publication to entice newsstand
browsers to buy it. Also called coverlines. [D] [Return
to Top] DATA MINING
Examining, analyzing, and processing information for specific analysis.
DECK (or dek)
The deck is intended to tease the readers into reading the article. It
is placed right below the title and above the first paragraph and is often
set in bold. It can actually be the first paragraph of the article but
most often, it's a separate piece of copy. DEEP CAPTION
Description accompanying an illustration or a photograph that's a (short)
article unto itself. DEFAMATION
Causing a reputation to be damaged, either in writing (libel) or spoken
(slander).
DEMOGRAPHICS
Physical data on readers of a magazine, such as gender, age, education,
household income, geographic location.
DEMOS
Individuals who place highest in specific chosen demographic characteristics.
DESKTOP PUBLISHING
Designing and producing magazines and other printed material using personal
computer. Some element of this method is used in every publishing entity
today.
DIGITAL COLOR PROOF
A color proof produced entirely with computerized data without the need
for separation films.
DIGITAL PRINTING
Using digital data from prepress systems to produce images without the
use of plates.
DIRECT MAIL
Invitations, solicitations and informational mail pieces sent to individuals
likely to respond favorably.
DIRECT-TO-PLATE
Imaging printing plates directly from digital data as a savings in time
and expense from producing film.
DISPLAY ADVERTISING
Message building device in black-and-white or color used by companies
to convey the company image, products and services as well as specialty
messages.
DISTRIBUTOR
Person or company that order, place and sell bulk quantities of publications.
DPI
Dots per inch in a digital photograph. The higher this number, the higher
the quality of the photograph.
DRAW
Quantity received by a wholesaler from a magazine publisher for distribution
to individual retailers.
DUMMY
Simulation of actual pages used as a planning tool to evaluate elements
before they are printed.
DUMMY MAGAZINE
Imitation magazine designed to test ad readership in a sampling of readers.
DUPLICATION
1. When two or more magazines have the same reader in common.
2. Circulation reached by the same advertisement through two different
medias.
[E] [Return
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The actual cost of advertising based on volume and frequency of advertising.
E-COMMERCE
The buying and selling of goods and services on the Internet.
EDITION
Part of the total distribution of an issue of a periodical, whose copy
or advertisement differs by region, time of day or other variable.
EDITOR
A person who prepares, refines and directs copy for publication.
EDITORIAL
1. That part of a publication provided by writers which is not advertising.
2. An article expressing the views of the editor or publication policy.
EDITORIAL ASSISTANT
Support staff for the editorial department.
EDITORIAL BOARD
A group of experts providing direction and strategy assistance to a magazine's
editor-ial staff and may set edi-torial policy. EDITORIAL CALENDAR
A yearly schedule of topics and/or articles planned for upcoming issues
of a magazine. Most calendars run from January through December, although
the calendars of snow-related publications will cover the winter season,
usually from fall to spring the following year.
EDITORIAL INVENTORY
Unpublished articles in a magazine's inventory for future use.
EDITOR-IN-CHIEF
Oversees all editorial direction and policy, including content, editorial
page, budget, goals and staff.
EFFECTIVE AUDIENCE
A term used in advertising to calculate the number of readers for a magazine.
It consists of the in-home-audience plus 50% of the out-of-home audience.
ENTRY POINT
Devices, such as pull quotes, sidebars, lists and graphs, used to draw
the reader into a story.
EXCHANGE COPY
Complimentary courtesy copy sent by two publishers to each other.
EXCLUSIVE READERS
Readers who read only one magazine within a predefined category.
EXECUTIVE EDITOR
Oversees daily copy quality and deadline compliance.
[F] [Return
to Top] FACE
The style or design of type.
FACT CHECKER
Editorial staff position in charge of verifying factual statements contained
in copy before it is published.
FAIR USE
The ability to copy and distribute a printed work for free without permission
from or payment to the copyright holder. FILLER
Short editorial item to fill an otherwise blank space.
FILM
The predominant medium for image transmission in the graphic arts until
the mid-1980s.
FIXED LOCATION
An element whose position remains constant from issue to issue, for example,
the name of magazine on the front cover of a periodical. FOB
"Front-of-the-book", the beginning pages of a magazine, usually
consisting of shorter editorial material, such as columns and departments.
FOLIO
1. A large sheet of paper that is folded once in the middle to make four
pages of a periodical.
2. A periodical of the largest common size consisting of folded sheets
of paper about 15 inches in height.
3. A page number.
4. To consecutively number the pages of a periodical.
5. The number of pages.
FONT
A complete assortment of type characters, including numbers, punctuation
marks and dingbats, in one face and size.
FORMAT
The look (size, shape, style and appearance) of a publication's printed
page or advertisement.
FOUR COLOR PROCESS
A printing process to produce a full range of colors by overprinting CMYK
(cyan, magenta, yellow, black). FREELANCE CONTRACT
The agreement between a publication and a freelance writer regarding rights
purchased, kill fees, article length, etc.
FREELANCE WRITER
Writer whose work is published in a variety of media, but is self-employed
instead of being a staff member.
FREQUENCY
1. The number of times readers see a periodical or advertisement in a
set period of time.
2. The number of issues published in a set period of time. FRONT-OF-THE-BOOK
The beginning pages of a magazine, usually consisting of shorter editorial
material, such as columns and departments. FULFILLMENT
Maintaining complete subscriber information files including new subscribers,
renewals, address changes and cancellation. The file is then used to produce
mailing labels.
FULL POSITION
Premium placement for an advertisement that normally appears after and/or
next to editorial material.
[G] [Return
to Top] GALLEY PROOF or GALLEYS
A printing term for proof text taken before final page make-up.
GATE FOLD
A special page in a magazine, usually for an ad, which is printed on a
larger piece of paper and folded to fit the size of the magazine and open
like a gate.
GENERAL INTEREST MAGAZINE
Magazines whose editorial content is general in nature and thus appeals
equally well to most men and women. Examples are People and Reader's Digest. GRAF
A common abbreviation for paragraph. GRAPH
A common abbreviation for paragraph.
GRAVURE
The printing method most likely used for long-run periodical and catalog
work because the method transfers large quantities of ink directly to
the paper, yielding greater depth and richness of color than any other
process. Some maga-zines are printed partly by gravure and partly by offset
lithography, with gravure reserved for the sections wherein reproduction
quality is critical.
[H] [Return
to Top] HALF-PAGE ISLAND PORTION
A preferred ad position that is two columns wide and three-quarters of
a page deep, with no other advertisement adjacent to it or on the same
page.
HALFTONE
An image converted to a pattern of dots, either uniform in size but variably
spaced or variably sized but uniformly spaced.
HARD OFFER
A publisher's requirement that the subscription be paid for before any
issues are delivered. HEAD
Slang for headline; i.e. the title of the article.
HEATSET PRINTING
Mandatory for printing magazines on coated papers because it is not absorbent
enough to permit drying by evapora-tion at web offset's high running speeds.
A hot-air oven or another heat source is used to set the ink as the paper
moves from the printing units to the delivery end of the press. HED
Slang for headline; i.e. the title of the article.
HOOK
A communication device to draw the audience in and get them to respond
as desired.
HOUSE ORGAN
A company's internal publication to communicate news of interest to its
employees, suppliers and interested public.
[I] [Return
to Top] IMAGESETTER
An output device driven by hardware or software raster image processors
that uses a laser to transfer digi-tized page images to film or photosensitive
paper, turning digital page data from the desktop publishing computer
or CEPS into "bitmaps" reproducible on the film or the paper.
IMAGE SWAPPING
An electronic process which allows desktop publishing computers to work
with low-resolution images but automatically replace the images with high-resolution
versions when the pages are ready for final pro-cessing at the CEPS.
IMPOSITION DURING PREPRESS
The proper arrangement of pages to maximize production run efficiency.
IMPRESSIONS
1. The sum of all media exposures without regard to duplication.
2. The number of times a web site visitor downloads a banner ad.
IMPRINT
Printing of additional copy on previously printed material.
INDEPENDENT FIELD REPORT
Reports researched by an independent field service organization under
a contract with a publisher.
INDICIA
1. A page in a publication that contains publication name, date of issue,
frequency, serial number, publication office, subscription price, and
notice of entry information, appearing in the first five pages.
2. Postal marking on bulk mail used instead of postage stamps, cancellation,
and postmarks.
IN-HOME READERS
People who read a magazine in their own home.
INK-JET PRINTING
1. A computer-controlled, database-driven imprinting technique that publishers
can use to per-sonalize issues by displaying individual subscribers' names
in prominent posi-tions, and label special editions for delivery according
to zip-code breakdown and other criteria.
2. A plate-less printing system that uses digital data to determine how
droplets of dyes should be sprayed onto paper to produce images.
IN-LINE FINISHING
Presses that incorporate equipment on the same production line that handles
part of the bindery.
INSERT
Additional printed material not part of the publication run that is supplied
by an advertiser and incorporated separately into a publication. They
may be "tipped" (glued) into the issue or saddle-stitched in place and
often require an additional 'lip" of paper (see outsert.)
INSERTION ORDER
Advertiser's formal request to the publisher to run a specified advertisement
at a certain time.
INTERNATIONAL STANDARD SERIALS NUMBER - ISSN
A unique number code assigned to a serial publication and recognized internationally.
INTERIM STATEMENT
A circulation statement of a publisher made quarterly to the Audit Bureau
of Circulation (ABC). An interim statement can be made at any time but
is usually issued when there is a major change to publications; such as
two periodicals merging.
ISLAND POSITION
A location for advertising that has it completely surrounded by non-advertising
matter such as editorial text, editorial illustrations, margins, and/or
gutter.
ISSUE
All the copies of a periodical with the same cover date and distributed
at the same time.
ISSUE DATE
The date a magazine is distributed to readers, usually before the cover
date.
ISSUE LIFE
How long it takes for a reader to read a magazine as defined by some predetermined
measure.
[K] [Return
to Top] KILL FEE
Payment offered if an assigned article is not used by the publisher. Usually
not offered unless stated in a contract.
[L] [Return
to Top] LAYOUT BUILDING
Putting together all the elements that make up the pages of a magazine,
including copy, headlines, sidebars, tables, charts, artwork, photography,
ads, column rules, folio numbers, jump notations, headers and footers,
and such. LEAD
The introductory paragraph of an article designed to hook the reader into
reading the rest of the story. LEAD IN
Another word for 'deck'. It is used mostly by publications using British
English. LEAD TIME
The time it takes from planning to get a magazine on the newsstand. LEDE
The introductory paragraph of an article designed to hook the reader into
reading the rest of the story.
LETTERPRESS
A centuries-old cumbersome printing process replaced by offset lithography,
but that continues to survive as an art form.
LIBEL
Printed copy that damages a person's reputation.
LINE SCREEN
See halftone.
LITHOGRAPHY
A printing process in which sections containing type, illustrations and
photography attract the printing ink and non-image areas, treated with
dampening solution, repel ink.
LOGO OR LOGOTYPE
A standardized, distinctive pattern representing a company's name or trademark.
Originally, the logotype was cast as a single piece of metal for printing.
LOYALTY PROGRAMS
Incentive programs, including gifts, discounts and preferential treatment,
offered to repeat or bulk sales customers.
[M] [Return
to Top] MAGAZINE
A periodical published at least once a month if in print.
MAGAZINE PUBLISHING ASSOCIATION - MPA
Industry association for consumer magazines established in 1919 that acts
as an advocate on behalf of the industry.
MAKEREADY
Preparing the printing press for the production run.
MANAGING EDITOR
Sets and carries out editorial policy with the Editor-in-Chief, manages
the editorial staff, plans the content and layout of each issue and decides
which material will be published. Oversees expenditures for art, manuscripts
and reprints, and helps prepare the budget , while also assuming writing
and editing responsibilities. MAQUETTE
The layout or roadmap of the magazine, generated by the advertising department,
it shows exactly where editorial and ads will appear.
MARKETING COORDINATOR or MARKETING SPECIALIST
Assists the marketing director by executing marketing, advertising, publicity,
PR, and events campaigns and acts as information liaison to staffers and
advertisers.
MARKETING DIRECTOR
Oversees the marketing group (covering circulation, advertising, promotion,
research and public relations) and sets goals and monitors implementation
of policy. Helps division managers evaluate publications and new opportunities.
MASTHEAD
A section of the magazine detailing the publication's identification,
ownership, staff members and contact information.
MEDIA
Methods of communication, such as print publications, TV, radio and the
Internet.
MEDIA KIT
A package of information detailing circulation, ad rate, and editorial
data of a magazine and used to assess the magazine's editorial content
and appropriateness for advertising.
MEDIA QUADMAP
A two-dimensional graph profiling the media usage of specific demographic
groups or other predetermined categories.
MEDIA SURVEY
Measuring the penetration of a particular media into one or more markets.
MERCHANDISING
Any activity to enhance the effectiveness of an advertising or promotional
campaign.
MERCHANDISING ALLOWANCE
Money a magazine earmarks to develop promotional programs for advertisers,
including the use of advertising point-of-sales displays, direct mail,
reprints of advertise-ments, and enlargements.
MISSION STATEMENT
The editorial explanation that details the mission and objectives of a
magazine.
MULTICOLOR PRINTING
Printing that consists of two or more colors other than the process colors
(see four-color).
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