Quick Marketing Tip: FPO
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“Let’s use a different picture,” MaryEllen told the ETR marketing team while discussing a sales promotion last week. The one we have is FPO.”
Huh? What’s FPO?
MaryEllen explained that back in the days before computers revolutionized graphic design, ads and sales promotions were laid out, piece by piece, on a board.
“If you had to change a line or a paragraph,” MaryEllen said, “You would use a razor blade to cut it from the board, and then you’d paste something else down in its place. When you were done, you’d send the whole thing as ‘camera-ready artwork’ to the printer.
“But if you were including a photograph or other high-resolution image,” she continued, “that couldn’t be pasted on the board. It had to be given to the printer separately. So to hold its place, you’d draw a box where the photo would go, paste in a rough sketch, and write ‘FPO’ on it. That stands for ‘For Position Only.’”
“Did you know that?” Jessica Kurrle asked the team. Charlie Byrne was the only one who did. “It’s sort of the graphical equivalent of using lorem ipsum as a placeholder for copy that hasn’t been finalized yet,” he added.
Well… now you know it too!
[Ed. Note: You may not get to sit in on ETR's marketing meetings... but you can still get the marketing know-how of ETR's in-house experts. They'll be in attendance at ETR's upcoming Internet Ultimatum Bootcamp. You'll have the chance to pull MaryEllen, Charlie, Jessica, or Alexis aside and pick their brains for answers to your biggest marketing questions. And that's in addition to the business-building, marketing, and money-making advice 12 Internet superstars will be giving during the sessions. Learn how to reserve your spot at this fall's Bootcamp right here.]
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