Part 16 (2/2)

type area The area of the final page size that will be occupied by type and ill.u.s.trations, allowing for the blank border that will normally surround text.

typeface The style of type, eg Garamond, Helvetica.

typescript The hard copy (usually a printout) of the ma.n.u.script or copy to be reproduced and printed.

typo Short for typographical error, a mistake in the setting introduced by the typesetter. Authors do not make mistakes.

unjustified type 1. Lines of type set so that the right-hand margin does not align vertically and thus appears ragged. This can also be described as 'ranged left' or 'ragged right'. 2. Text that has not been approved by the company lawyer.

upper and lower case Upper case characters are CAPITALS, as opposed to lower case.

verso The left-hand side of a double page spread (even page numbers). The opposite of recto.

viral marketing and viral advertising Marketing techniques which use social networks that already exist to produce an increase in awareness. Because they use pre-existing (and usually online) social networks, and encourage the spread of word of mouth as a personal communication, they can be a very useful and effective means of reaching a large number of people quickly.

visual (or mock-up or rough layout) A layout of planned printed work showing the position of all the key elements: headlines, ill.u.s.trations, bullet points, body copy and so on. Blank 'dummy' books (and, less commonly, magazines) are created for promotional photographs before finished copies are available.

website A website (or web site) is a collection of Web pages, videos and other digital a.s.sets and hosted on a particular domain or subdomain on the World Wide Web. A Web page is a doc.u.ment, typically written in HTML, that is almost always accessible via HTTP, a protocol that transfers information from the website's server to display in the user's Web browser. All publicly accessible websites are seen collectively as const.i.tuting the 'World Wide Web' (see anisation that stores books in bulk, in order to supply other retail outlets quickly and efficiently, often securing higher than usual discounts in return for the large quant.i.ties taken. The national bookshop chains, and outlets with large designated markets (eg library suppliers and school suppliers) will similarly demand substantial discounts from the publisher for large quant.i.ties of stock taken.

www An abbreviation that takes longer to say than the thing for which it is an abbreviation.

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