Business Glossary

form of magazine advertisement where the cover or an inside page opens to reveal an additional page that folds out, giving the advertisement a much larger dimension than the regular-size page. Gatefolds are used most frequently for special occasions to make a spectacular presentation of a new product such as colorful new eye makeup products or a new car. Gatefolds are expensive, and not all magazines offer them since arrangements for their inclusion must be made well in advance of the closing date for an issue.

direction given for utilization of space for the placement of a magazine advertisement. The space is sold at the halfpage rate, but the ad is designed in two quarter-page (or four eighth-page) block placed in diagonal opposition to each other on the page, so that the advertising has the appearance of a checkerboard.

magazine advertising space that divides the page in half vertically rather than horizontally, thus making the long dimension of the advertisement vertical. Whether the advertisement is for a vertical or a , the space is sold at the half page rate.

magazine space offering for advertisements or the like. The horizontal half-page position is either the lower or the upper half of a page in the magazine.

space designation for magazine advertisements, so named because the space is the standard size of a page in a small magazine (4 3/8" × 6 ½"); also called junior unit.

When an advertisement appears on two facing junior pages, it is called a junior spread or pony spread.