Cut through the babble with our jargon buster

Baffled by bangtails? At a loss with bitloss? Do jargonauts give you the jitters? Don't go postal—glance through the glossary devised by our cybrarians!

Tip: To find the word or term you are looking for, select the relevant inital letter above, then use the 'Find on this page' search facility in your browser; or in Windows, use CTRL+F to open the 'Find' dialogue box. If you can't find what you're looking for, use our Send a word service.

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A series	International ISO range of paper sizes reducing from AO to A6 by folding in half each time. 'C' sizes are used for corresponding envelopes.
A-life	The modelling of complex, lifelike behaviour in computer programs. A-life forms can evolve and produce behaviours not contained within rules set by the programmers. (Source: www.netlingo.com/)
A/B split	A type of two-way test used for two variations of one element of the same mailing package, press ad or online execution to determine which version will bring in greater response.
A0, A1, A2, A3, A4, A5, A6 - ('A' series)	International range of paper sizes reducing in size from A0 to A6 by folding in half.
A4	A standard paper size, measuring 2l0 x 297mm.
AAA server	AAA stands for authentication, authorisation and accounting security services. The server provides these services.
Abandon	In e-commerce when a user leaves a shopping cart with something in it prior to completing the transaction (Source: www.iab.net)
Above the fold	The part of a web page that is visible once the page has loaded - normally the top part. It is a key section of the page because it should grab a casual visitor's attention. The term comes from the newspaper industry.
Above-the-line	Out-of-date jargon which is best avoided. Derived from traditional accounting practice that treated advertising through television, radio or published media as 'above-the-line' expenditure. Other advertising, such as direct marketing, was accounted for 'below-the-line'.
Acceptable use policy	A computer policy which outlines the purpose as well as who and how people may use the resource. It will include the policy on security and privacy.
Access	To use a program to reach the memory and to read from and write to that memory.
Access control	A way of protecting confidential data on a computer (or computer network) from unauthorised access. (Source: www.netlingo.com)
Access number	The telephone number you use to dial into your local Internet Service Provider (ISP). To connect to the internet you must first establish an account with an ISP in your area.
Access profile	Information held on an AAA server which is used for authentication, accounting and access of a user.
Access time	This is the time lapse between the request for information to the computer and the receipt of information from the computer. It may be determined by the type of link to the net.
Access URL	The access URL contains the name of the server which can provide the product, the identification of the product, an identification of the buyer (e.g. the buyer's IP address), an expiration date for the access URL, and a digital signature for the access URL.
Accessibility	An approach to website design intended to accommodate site usage using different browsers and settings particularly required by the visually impaired.
Accessware	A software program for network security based on enabling and enhancing secure access. The purpose of this software is to integrate access control, information privacy, user name, data integrity and information management.
Accesswatch	Accesswatch provides a regularly updated summary of WWW server hits and traffic, and gives a graphical representation of these statistics. It generates statistics for hourly server load, page demand, accesses by domain, and accesses by host.
Accordion fold	Parallel folds in paper, which open like the bellows of an accordion.
Account	When you sign up with an Internet Service Provider (ISP), you're given an account name or account ID as well as a password. This will allow you to access the internet as well as your email account when you dial the access number provided by the ISP.
ACDSee	A software program used by Web designers. It is a graphic image viewer and editor for Windows 95 which supports among others the image file formats GIF and JPEG (JPG). (Source: www.netlingo.com/)
Acetate	Transparent sheet of film fixed over camera-ready artwork used for positioning repro or for marking instructions.
ACH	See Automated Clearing House
Acknowledgement	Acknowledgement of order or enquiry. Can also be an expression of thanks to a person or group for their contribution to a printed work or project.
ACM	An international scientific and educational organization dedicated to advancing the art, science, engineering, and application of information technology. The ACM serves both professional and public interests by fostering the open interchange of information and by promoting professional and ethical standards. (Source: www.netlingo.com/)
ACORN	An acronym for A Classification Of Residential Neighbourhoods. A consumer list selection and targeting system used, as its name suggests, on residential property information in minimum areas of approximately 150 households (an enumeration district).
Acquisition cost	The advertising cost of obtaining a customer or enquiry.
Acrobat Reader	A standalone program or Web browser plug-in from Adobe that lets you view a .pdf (Printable Document Format) file in its original format and appearance. Websites often give documents such as company reports or brochures as .pdf files - ie they have been laid out in Adobe Acrobat and can be a good format for printing out documents with complex graphic design. An advantage of PDF files is that they are "platform independent". And when you download a .pdf file, you get the entire document in a single file. One slight disadvantage: since .pdf files require an Acrobat Reader to view them (it can be downloaded for free from Adobe's website), it can be slightly interruptive. Think twice: .pdf files aren't everybody's cup of tea, and often it might make more sense to turn the document into WebPages that visitors to your site can read there and then. (Source: www.volta.net)
Active	Active is an adjective used to describe the objects currently being displayed within your computer screen. For example, on desktop computers the active window is the window you are currently working on.
Active attack	An attempt to break security by altering information. An active attack may or may not require decrypting the information attacked. (Source: www.tedhaynes.com)
Active file	A file or list of current customers.
Active server pages	(ASP) Microsoft's proprietary server extension (specification) that enables web pages to be dynamically created using HTML, scripts and reusable ActiveX server components.
ActiveX	A set of technologies created by Microsoft Corp. that enables a type of interactive content on websites. With ActiveX, websites become animated using multi-media effects, interactive objects, and sophisticated applications that create a more engaging user experience.
ActiveX control	An applet based on Microsoft technologies that enables interactive content on web pages. (Source: www.netlingo.com)
Activity audit	Independent verification of measured activity, such as ad and page impressions, clicks and total visits, for a specific time period. Formerly known as count audit. (Source: www.iab.net)
Activity score	Each customer is scored according to their responses, e.g. the number of opens, clicks, leads or purchases. See also 'Activity audit'
Ad	Contraction of advertisement.
Ad auction	A system for last minute purchase of advertising space, that a media owner wishes to fill. Can be a cheap option.
Ad banner	An advertisement on a web page that links to an advertiser's website or buffer page. Ad banners are the most common unit of advertising on the web and costs often depend on the amount of page views the website (and thus the ad banner) receives.
Ad blocker	Software on a user's browser which prevents advertisements from being displayed. (Source: www.iab.net)
Ad campaign audit	An activity audit for a specific ad campaign. (Source: www.iab.net)
Ad centric measurement	Audience measurement derived from a third-party ad server's own server logs. (Source: www.iab.net)
Ad click	A measurement of the user-initiated action of responding to an ad element causing a redirect to another web location or another frame or page within the advertisement. (Source: www.iab.net)
Ad click rate	Ratio of ad clicks to ad impressions. (Source: www.iab.net)
Ad display/ad delivered	When an ad is successfully displayed on the user's computer screen. (Source: www.iab.net)
Ad download	When an ad is downloaded by a server to a user's browser. (Source: www.iab.net)
Ad hoc research	Research that is carried out once only for a specific purpose, e.g. to find out why sales have fallen or to establish what customers' perceptions of different brands are.
Ad inventory	The total amount of web advertising space available by size and space.
Ad management service bureau	A company that delivers advertisements and reports on their publication. In the case of website advertisements the click rate would also be monitored.
Ad network	An agency employed to sell space on a website. Would cover work for a number of different sites.
Ad recall	A measure of advertising effectiveness in which a sample of respondents are exposed to an ad and are later asked to recall it. (Source: www.iab.net)
Ad server	A program or a type of server that manages and maintains ad banners for a website or collection of websites. The programs are capable of keeping track and reporting website usage statistics.
Ad serving system	A system which inserts ads (usually banners) into web pages when the pages are accessed by a user. The web page and the ad may be served (i.e. delivered) by entirely different companies using geographically separated servers.
Ad stream	The series of ads displayed by the user during a single visit to a site. (Source: www.iab.net)
Ad transfer	The successful display of an advertiser's website after the user clicked on an ad and is transferred to the advertiser's website. (Source: www.iab.net)
Adaptive Digital Pulse Code Modulation	(ADPCM) A form of pulse code modulation (PCM) that produces a digital signal with a lower bit rate than standard PCM. ADPCM produces a lower bit rate by recording only the difference between samples and adjusting the coding scale dynamically to accommodate large and small differences. Some applications use ADPCM to digitise a voice signal so voice and data can be transmitted simultaneously over a digital facility normally used only for one or the other. (Source: www.netlingo.com/)
ADC	See Analogue-to-digital converter, and Automated data capture.
Add-a-card	A card or piece of stationery fixed to continuous stationery and which can subsequently be removed by tearing perforation or peeling off.
Add-on	The sale of a supplement, accessory, replacement part, or a deluxe version of a product.
Addendum	An additional piece of information added as a last minute correction.
Address	Identification of a unique location or point of delivery. Either a place of abode or computer storage location. Electronic addresses are also known as URLs.
Address locator	A type of service available from a number of websites that provides the addresses and phone numbers of individuals and businesses input by the user. (Source: www.tedhaynes.com)
Adhesive binding	Binding style for catalogues and books. Hot-melt adhesive is applied to the roughened or ground back to hold the page and cover together.
ADPCM	See Adaptive Digital Pulse Code Modulation
ADSL	See Asymmetric Digital Subscriber Line.
Advance (early) booking discount rate	A discount given for advertising booked in advance, either by a specified number of weeks or by a given date in advance. The reduction is generally given as a fixed percentage off rate card.
Advance Postcard	Postcard sent in advance of a direct mail or email communication advising that the main mailing is coming.
Advanced Research Projects Agency Network	(ARPANET) Precursor to the internet, created in 1969 by the US Department of Defence to conduct research into networking. (Source: www.jks.co.uk/mi)
Advertainment	Hybrid online advertising and entertainment. Contains an advertising message in an entertaining format that encourages consumption. Typically used for video and music promotion and usually contains an interesting interactive element to engage viewers.
Advertisement rate card	A table of standard advertisement sizes, costs and production particulars, issued by a publisher to an advertiser who wishes to buy space.
Advertiser Funded Programme	(AFP) In the context of television broadcasting, a programme funded by an advertiser rather than a broadcaster.
Advertising	Promotion of a company, product or service through the use of advertisements.
Advertising schedule	A list of planned or booked advertisements showing details of media, sizes, timing and costs.
Advertising Standards Authority	(ASA) The association which regulates, monitors and handles public complaints of all advertisements in the UK (except those transmitted by broadcast media).
Advertorial	An advertisement that is designed to look like an editorial article. It has to be identified as an advertisement in a publication but is not necessarily on a website.
Adware	Software that automatically plays, displays or downloads advertising material to an internet browser.
AFAIK	See As Far As I Know
AFF or AIF	One of the many Macintosh sound file formats. On the net you may come across the option to hear a sound clip. The file that is downloaded to your computer when 'clicked on' might be in the .aif format (if the sound file was originally captured on a Macintosh).
Affiliate management software	In affiliate marketing, tracking and reporting software used to manage affiliate commissions.
Affiliate marketing	A commission-based arrangement where referring sites (publishers) receive a commission on sales or leads by merchants (retailers).
Affiliate networks or managers	Brokers who manage the process of finding affiliates, updating product information, tracking clicks and making payments.
Affiliate programme	A relationship between two companies whereby the host pays a percentage or a flat fee for all traffic or purchase requests routed through an affiliate site. (Source: Marketing Week)
Affinity card	A type of credit card, first marketed in 1985, which ties into a special consumer interest.
Affinity marketing	Selling products or services to customers on the basis of their established buying patterns. The offer can be communicated by email promotions, online or offline advertising. (Source: www.iab.net)
AFK	An acronym for 'away from keyboard' used in online chat, email, and newsgroup postings.
AFP	See Advertiser Funded Programme.
AFT	See Automated Fuel Terminal
After event letter	After event follow-up.
Agency fee	Remuneration based on a negotiated fee, as opposed to commission.
Agent	An agent is a software routine that waits in the background and automatically seeks out online information based on your queries. (Source: www.uta.edu)
Aggregator	An e-commerce business model. The aggregator's website sells products/services which it doesn't actually produce or warehouse. Instead, it creates the environment in which clusters of sellers or providers have to compete among themselves.
AHP	See Application Hosting Provider.
AI	See Artificial Intelligence
AIDA	See Attention, Interest, Desire, Action.
AIDCA	As above, but stands for Attention, Interest, Desire, Conviction, Action.
Airbrush	Small compressed-air gun for achieving fine manual ink spraying on artwork, photographs, etc. Also called aerograph.
Airmail fast	Postal service for overseas locations or lightweight paper, usually below 40 gsm, used when postage cost is at a premium. (Source: IDM Marketing Guide 2006)
Airplane Rule	"Complexity increases the possibility of failure; a twin-engine airplane has twice as many engine problems as a single-engine airplane". By analogy, in both software and electronics, the rule that simplicity increases robustness. It is argued that the right way to build reliable systems is to put all your eggs in one basket. (Source: www.hasc.ca/)
Ajax	(Asynchronous JavaScript & XML) Programming technique for developing fast web page interaction. By exchanging data with the server behind the scenes, web pages don’t have to be completely reloaded each time the user interacts or requests a change.
Algorithm	A set of rules by which a task or calculation is defined.
Alias	On servers, aliases are a way of mapping an incoming request for a web page. When an alias is found in a URL, the alias's value is substituted in place of the alias.
Aliasing, Anti-Aliasing	Unrealistic visual effects on a computer screen are known as aliasing. These peculiarities take many forms; one of the most common would be images with jagged edges or stair-stepped appearances along what is supposed to be a smooth curved surfaces (like O or S) and/or diagonal lines on the screen. Sometimes called the jaggies. Anti-aliasing is a software technique used in imaging systems (such as Adobe Photoshop) to make these curved edges or diagonal lines look smooth and continuous. (Source: www.netlingo.com/)
Align	To line up type, horizontally or vertically, using a typographical criterion, e.g. base alignment.
AliWeb	A search directory for locating WWW documents that is provided by NEXOR, a UK based service provider. AliWeb does not use a spider, instead, it relies on forms that Web authors themselves submit to the AliWeb database thus making it a directory, not a search engine (similar to Yahoo!). (Source: www.netlingo.com/)
Alpha	Refers to one of the two 'pre-release' phases of a commercial software or hardware product. The release prior to the beta version. (Source: www.netlingo.com)
Alphanumeric	Contraction of 'alphabetic' and 'numeric'. Pertaining to a machine character set that contains letters, digits and often other characters such as punctuation marks etc.
Alt	Usually seen with a dot after it (ie, alt.), this is a type of newsgroup that discusses alternative topics. Some Internet providers ask that their users sign an agreement stating they are over 18 before providing access to the alt. newsgroups. (Source: www.netlingo.com/)
Alt text	The text you see before an image is loaded on a web page; or with some web browsers, the text that appears when you mouse over or hover (your cursor) over on top of an image.
AltaVista	A search engine and service which indexes World Wide Web sites, newsgroup postings and a variety of other postings. Web sites are indexed based on the information placed inside a “meta tag”. Researchers at Digital’s Palo Alto Lab developed the service in 1995. (Source: www.netlingo.com/)
Amazon.com	A web site that offers over one million book titles on the Internet for your purchase. This Web site is a front runner in e-commerce due to its success and innovative marketing programs. They also sell music and a variety of other merchandise. (Source: www.netlingo.com/)
Amazoned	A traditional retail company is 'amazoned' when it suddenly finds part of its business going to a totally online competitor. The term stems from the huge success of online bookshop amazon.com. (Source: www.volta.net)
American National Standards Institute	(ANSI) An organisation of American industry groups who work with other nations to develop standards in facilitating telecommunications and international trade. Developments include the ASCII, SCSI, and the ANSI.SYS device driver. (Source: www.netlingo.com)
American Standard Code for Information Exchange	(ASCII, pronounced 'ass-key') Basic code that assigns a number to each key on the keyboard. ASCII text does not include special formatting features and therefore can be exchanged and read by most computer systems. Each ASCII character is encoded with seven bits. ASCII consists of both control and printable characters.
Analog(ue)	The opposite of digital. Analogue representations or media are based on continuous signals of varying frequency and as such suffer from degradation when copied. Digital representations are signals measured at intervals and tend to be higher quality.
Analog-to-digital converter	(ADC) A hardware device that converts information from analogue to digital. (Source: www.netlingo.com)
Analogue broadcasting	Original TV and radio transmission standard where signals were relayed in waveform. This is the way in which TV was distributed for most of the twentieth century.
Analogue TV	Wavelength-based broadcasting technology.
Analysis	The findings of both quantitative or qualitative data, put into a form which is both readable and easy to understand.
Anchor	In the web page an anchor is a labelled location within the page (known as 'bookmarks' in the Microsoft world). You can create hyperlinks that take you to any position in the page that has an anchor. (Source: www.hyperglossary.co.uk)
Angels	Individuals who invest money into businesses or 'internet related start-up' companies. As opposed to a venture capital firm, business angels are usually 'individual people' who are 'independently wealthy.' (Source: www.netlingo.com)
Anime	An artistic and sensual type of Japanese animation. On the internet one can find hundreds of superb anime websites. (Source: www.netlingo.com)
Annotations	Notes that you can add to web documents. These notes are stored on your local disk and are available each time that you access a document. This feature is found in some web browsers as well. (Source: www.netlingo.com)
Anomaly	A weird and unexplainable cause or effect. Also known as bugs. Anomalies are usually what people attribute to hard-to-figure out programming or other computer problems. (Source: www.netlingo.com)
Anonymous	The means that allow a person to connect to an FTP site, search through available files, and download any file, document, or program without having to establish a userID and/or password on the system where the material resides. (Source: www.netlingo.com/)
Anonymous FTP	Anonymous File Transfer Protocol. A mechanism for moving files from a user machine to or from a remote internet machine anonymously. In other words you do not have to identify yourself with a user name or password. (Source: www.hyperglossary.co.uk)
Anonymous posting	A message posted to a newsgroup that does not identify the person who sent it. (Source: www.netlingo.com)
ANSI	See American National Standards Institute.
AOHell	Hacker programs that allow one to manipulate AOL’s software. Bundles of keyboard macros that exploit software bugs in the AOL system allowing hackers to access, among other things, personal e-mail accounts. (Source: www.netlingo.com/)
AOL winsock	An add-on to the AOL for Windows application that will allow you to run Internet applications which require direct Internet connections to work. The AOL Winsock allows you, through your AOL connection, to communicate with other systems using the IP protocol, the background ‘language’ of the Internet. The AOL Winsock is customized to work efficiently with America Online and will not work with another Internet access provider. (Source: www.netlingo.com/)
Apache	The software that is used to run many of the Web sites on the World Wide Web. (Source: www.hyperglossary.co.uk)
APC	See Advance Postcard.
Aperture	Either a lens opening, or an envelope where a window has been cut but there is no glassine covering.
API	See Application Program Interface.
APP	See Application
Apple	Manufacturers of the Macintosh range of personal computers as well as the earlier Apple I, Apple II and Lisa. Founded on April 1, 1976 by Steve Jobs and Steve Wozniak. (Source: www.netlingo.com/)
Apple Key	A special key on Macintosh computers labelled with the Apple logo. On all but the oldest Apple computers, the Apple key serves as the Command key. (Source: www.netlingo.com/)
Applet	A small program that runs in a browser and can be embedded in an HTML page. It enables a web page to perform interactive animations, calculations etc. without having to contact the server again, so saving time.
Application	A term used to refer to an end-user computer program or group of programs like database, spreadsheet, word processing and web browser programs. (Source: www.netlingo.com)
Application Hosting Provider	(AHP) A service for hosting an organisation's application.
Application Program Interface	(API) Interfaces that extend the capabilities of web servers; used by programmers to write applications that can interact with other applications.
Application Server	A program or group of programs which collectively integrate into a Web server’s environment and interact with the API (Application Programming Interface). By being connected to an API, more flexibility and high-level tasks can be performed remotely or over the Internet. This allows a user at a Web page to perform more sophisticated server interactions such as querying a database or running other programs loaded on that server’s computer. (Source: www.jks.co.uk/mi/)
Application Server Solution	(ASS) A product that is considered the “answer to someone’s need” with an application server. The word solution is usually tagged onto computer terms when a person wants to imply that the product or software is meeting the needs and addressing the “problems” of the day. (Source: www.netlingo.com/)
Application Service Provider	(ASP) Provides out-sourced applications (hosted services) accessed via the internet.
Archie	A program that enables you to search for files anywhere on the internet by filename. (Source: www.hyperglossary.co.uk)
Architecture	Design of a system and the way components fit together.
ARPANET	See Advanced Research Projects Agency Network.
Art (paper)	Paper with a china clay content, giving a characteristic smooth finish eminently suited to half-tone reproduction and four-colour work. (Source: www.hyperglossary.co.uk)
Artificial Intelligence	(AI) Artificial Intelligence is activity carried out by a machine that, if carried out by a human, would be considered intelligent. We can leave it to philosophers to discuss whether such an activity by a machine would be merely simulating intelligence and note that, from a practical point of view, simulating intelligence is just as good as actual intelligence. (Source: IDM Marketing Guide 2006)
Artwork	Material in its final layout, such as type, and illustrations, assembled in preparation for making the printing plate. (Source: www.jks.co.uk/mi)
As Far As I Know	(AFAIK) Acronym used in online chat, e-mail, and newsgroup postings. (Source: IDM Marketing Guide 2006)
AS/400 and AS/400e	The AS/400 is IBM's successor to the System/36 and System/38. It is a midrange computer with its own operating system, OS/400. The operating system includes its own relational database. Able to run applications written for the System 36 and System 38, the AS/400 had a large number of applications available to users when it was launched. (Source: www.netlingo.com/)
ASA	See Advertising Standards Authority.
Ascender	The part of a lower case character which extends above the x-height. As in 'b', 'd', 'If,'. See also Descend.
ASCII	See American Standard Code for Information Exchange.
ASP	See Application Service Provider, and Active Server Pages.
ASS	See Application Server Solution
Assembly	Bringing together several individual items to form a complete product, such as the printing and the collation of the components of a calendar, or the assembly of film etc.
Association of Mail Order Publishers	(AMOP) Trade association set up for publishers active in selling by mail order.
Astra	The satellite system specifically designed to broadcast television and radio programmes across the UK and Europe.
Astra panel	A selection of c.1,500 cable and satellite homes used to record audience viewing data for BARB.
Asymmetric Digital Subscriber Line	(ADSL) A transmission technique used to enhance the capacity of ordinary phone lines.
Asynchronous	A communications system in which data transmission may start at any time and may pause repeatedly until it is complete. This contrasts with synchronous communications in which data is sent at a regular rate determined by a clocking signal. (Source: www.tedhaynes.com)
Attachment	A file which is transferred together with an e-mail message. For example, you might have a spreadsheet file that you wish to include with your e-mail message to someone. (Source: www.jks.co.uk/mi/)
Attention factors	Research-based factors applied to the BARB reported audience to allow for distractions or breaks in viewing. (Source: Computer Active)
Attention, Interest, Desire, Action	(AIDA) Copywriting formula describing the stages by which to engage readers and elicit a response or action.
Audience research	Research carried out within an audience about an advertised product or service.
Audit	Verified number of visitors to a website. Currently the Audit Bureau of Circulations provides website audits through ABC/electronic.
Audit trail	Information on the significant steps in the progress of a transaction which allows an auditor to determine that there are no errors in the reporting of the transaction.
Authentication	The process by which an entity is verified to be what it claims to be. For example, users may have to enter a password to show that they are authorised to have access to certain information. (Source: www.volta.net)
Author's corrections	Updates or changes made to a promotional piece by the company being promoted prior to it being a completed by printing or loaded to a website.
Authorisation	The process where permission is granted by the card issuer (the financial institution) allowing the payment transaction to proceed. During this process the issuing bank checks that the card's available credit hasn't been exceeded. (Source: IDM Marketing Guide 2006)
Automated Clearing House	(ACH) Processes routine payments electronically, replacing the less efficient paper cheque system (Source: www.volta.net)
Automated crime	The use of a software program to invade a system, commit a crime (e.g. illegal transfer of funds) and erase all traces of the crime, usually within a small fraction of a second. (Source: www.jks.co.uk/mi)
Automated Fuel Terminal	(AFT) A system enabling a purchaser to pay for petrol at the pump normally using a credit card. (Source: IDM Marketing Guide 2006)
Automatic acknowledgement	Used as part of an email system. This program sends a response when an email is received, e.g. order receipt acknowledgement.
Automatic data capture	(ADC) The collection of data without human intervention, so reducing errors in data capture, e.g. smart cards, bar coding, voice recognition and optical character recognition.
Avatar	A virtual representation (graphical image) of a person. Typically used to personify a computer or computer process and intended to make the computing or network environment a friendlier place. Used in gaming and entertainment.
Average contribution	The average total gross income per contribution from those responding to a mailing. (Source: www.hyperglossary.co.uk)
Average customer life	The average period of time (or number of buying seasons) during which a customer will continue to purchase.
Average issue readership	The total average number of readers for a magazine.
Average order cost	The total cost of orders, divided by the total number of orders.
Average order value	The total value of orders divided by the total number of orders.
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