A

A Market - Markets are classified into two groups - A & B. During some months of the year, NMI's mailing is divided with Markets in one group having a different IHD than that of the Markets in the other group. These are only a few days apart and only apply to the IHD. The Ad Copy Deadlines are the same.

Ad Copy - The information supplied to NMI's graphic artists from which to create an ad.

Art Deadlines - The last date available to recieve ad copy at NMI's graphic production department for processing. Any copy arriving after these dates are considered Late Copy and are at risk for proper handling. In fact, Late Copy is often placed in Stand-by status.

B

B Market - Markets are classified into two groups - A & B. During some months of the year, NMI's mailing is divided with Markets in one group having a different IHD than that of the Markets in the other group. These are only a few days apart and only apply to the IHD. The Ad Copy Deadlines are the same.

Bleeds (Bleeding Ads) - When a page is trimmed so that the white margin has been removed, the color of the ad and the copy of the ad appear to "bleed" off the page.

Business Reply Cards - Cards that can be torn at a perforation and mailed back to the advertiser by the consumer. Must contain a Postal permit for the customer and the customer mailing address on the front of the card.

C

Camera-ready - This refers to a computer file which is prepared to meet our graphic and printing specifications so that it does not require any additional servicing by NMI's graphic artists. Ads that are received on disk, but either do not meet the specifications or are only art copy fragments are not considered camera-ready.

Cards - A variety of individual turn-key advertising products which are included within the Marriage Mail package. (See also, Inserted Cards)

CS Rep (or Customer Services Representative) - A Work Team member in some markets who is responsible for supporting the Work Team through additional ad copy organization and work flow control.

G

Graphic Artists - Professional commercial artists using the latest in computer equipment to design response-oriented advertising products for NMI clients.

I

IHD (In Home Date) - Refers to the day the mail is due to arrive in the Post Office.

Insert Cards - Assorted sizes of cards which NMI creates and prints to include in the Marriage Mail package.

J

JPG Files ("jay-peg") - A type of file that has been compressed and thus has lost some of its computer data. These are used on the web, but are not a good choice for commercial printing - especially, when the resolution is below 330 dpi. (Also common are .GIF, also used on the web, also not usable.)

L

Late Copy - Any copy arriving after Art Deadlines is considered Late Copy and is at risk for proper handling. In fact, Late Copy is often placed in Stand-by status.

M

Market - The name of the primary city the mail is delivered to including peripheral towns in the area.

Marriage Mail (or Shared Mail) - Packet of advertisers' printed materials (advertisements) that are grouped together to share postage and reduce their cost.

N

New Ads - Ads which must make a trip through the complete NMI graphics department even if portions have been incorporated into other ads before.

P

Pick-up Ads - Ads that have been created and run with NMI before. A client desires to run the exact same ad again with only changes to the tag line and/or and expiration date.

Pre-prints - Customer provided material usually charged by weight.

Production Date - Generally meaning the date that all printed material, whether we printed or supplied as a pre-print by a client, is due at our facility.

R

Rebuilds - Ads which have been through NMI's graphic production department once and are requiring changes and/or modifications that require the ad copy to be treated as a completely new project - particularly, in respect to time and resources.

Resolution - Among other things, the amount of information stored with a computer file to create a sharp and clear image. This is measured in dots per inch due to the fact that printing presses place ink in a tiny dot pattern onto the paper. The higher the dots that a press is able to print, the better the product. NMI's camera-ready resolution (dpi) requirement is 300 for photos and 800 for line-art. (Web art is 72 dpi and not usable.)

S

Sales Associates - The professional sales Work Team member. They are responsible for consulting with clients in their designated Markets on available NMI products in order to achieve the highest investment response possible.

Stand-by Status - Late Copy which arrives after Art Deadline for the particular IHD it is targeting is often placed to the back of the graphic production work-flow. After all other timely art has been processed and sent to the press and if there is still time to make the print schedule, Stand-by ads will be processed. Although NMI desires to meet the needs of all clients, Late Copy can not jeopardize the printing and resulting mailing of all the other products. Therefore, NMI's graphic department does the best possible job with whatever time remains, but there are no guarantees as to completion, printing and mailing on Late Copy that is on Stand-by.

Stitch and Trim - Stitch refers to the stapling of multiple pages together. Trim is the term used to denote that the white margin has been cut from the edges.

T

Tabloids - Newsprint or enamel pieces that are multi-pages and usually quarter folded. The page size is typically around 10"x13" plus margins.

Team Coordinator - The information and record-keeping hub of a Work Team. They maintain the flow of materials and information between all the other Team Members.

Team Leader - The sales leader for a Work Team who is responsible for coordinating the sales effort of the Sales Associates within their Team with the requirements of the graphic and printing production schedules.

Turn-key - Created, printed and mailed by National Mail-It, Inc.

W

Web Art - Any art that must be downloaded from a website or originated on a website. Rarely is this suitable for printing as web graphics are at a much lower resolution than that required for printing. The result is a bitmapped (jagged edges, fuzzy image) graphic. These are not acceptable, particularly as camera-ready.

Work Teams - NMI handles turn-key products with a Work Team concept. Markets, and the Sales Associates responsible for servicing them, are clustered into Work Teams along with a Team Leader, a Team Coordinator, possibly a CS Rep, and Graphic Artists.

Wrap - The outside piece holding the rest of the advertising material which makes up the mailing package. Typically, 8.5"x11" pages in 4 page increments.

Z

Zip Splits - Zip codes that are divided geographically or demographically.