Field Guide Term:
Above the Fold

The phrase “Above the Fold” has always been relevant to PR and marketing.  Originally it was a reference to the top half of the front page of a newspaper that was visible as the paper sat in stacks waiting to be read. The content that held this position naturally had more impressions and carried more weight.  The term made an easy jump to the digital world of websites since the initial screen of a website that visitors see was roughly the same dimensions of a folded newspaper.  The practice of putting important info “above the fold” is still important to effective communications.