Graphic Arts Terms M

Magenta - The subtractive primary color "red" used in four-color printing.

Make-ready - Printing term for press preparation, register and color preparation, and match proofing before beginning a press run.

Marketing - The synergy of all activities bringing products and services to market (including, but not limited to, advertising, sales, packaging and promotion).

Mass Merchandiser - A retail environment selling merchandise from a wide variety of product categories.

Masthead - The name of a newsletter displayed on the first page, usually at the top.

Matchprint® - Fuji trademark for producing a photographic proof from a color separation.

Matte - A non-reflective finish or varnish on a printed piece.

Meanline - An imaginary line across the top of lowercase letters.

Merchandising - Promoting a company's in-store effort to the sales force, wholesalers, and dealers. Also the promotion to consumers of the product by use of POS materials, in-store promotions, and stock maintenance.

Merchandising Allowance - An amount of money made available on a per case basis, to the trade in exchange for purchasing and merchandising a product.

Micron - One-millionth of a meter.

Mission Statement - A clear, concise declaration that says what the business is (name and type), what it does, for whom, and where. As briefly as possible, a mission statement needs to communicate the essence of your organization to your stakeholders and to the market. Mission Statements may be as simple or complex as the Company feels necessary for all parties to be ‘in communication’.

Misting - A condition which occurs when a fine mist or spray of ink particles is thrown off a rapidly moving ink roller.

Mobile - A POS device designed to hang from the store ceiling.

Mockup - A high fidelity sample of POP signs and displays indicative of proposed production unit.

Mom and Pop - Retail lingo for a small, family-operated business.

Monochrome - The quality of having one color or hue. Sometimes referred to as "black and white."

Motion Display - A POS device that moves.

Mottling - An uneven appearance in printed solids characterized by small light and dark areas.

Mounting & Finishing - Display manufacturing from litho application to die cutting and assembly.

Mullen Bursting Strength - Measurement of the resistance of a material to bursting expressed in pounds per square inch.

Mullen Tester - A machine for testing the bursting strength of paper.

Multisession - Capable of writing information to a CD that already contains information written previously. Old files bearing the same names are not erased but "hidden."

Multi-Volume - Capable of writing information to a CD that already contains information written previously. Old files are untouched as the new information will appear as a separate disk or "volume."

Mylar® - Dupont trademark for polyester film used in recording tape, and for creating reflective effects in POS material.