spadia

n. a page wrapped around the spine of a periodical or one of its sections so as to appear as a narrow flap or partial page. Also spadea. Subjects: English, Media

Editorial Note: Images of a spadia. The 1993 citation has it right: a gatefold and a spadia are not the same thing. The word is pronounced spay-dee-uh.

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Citations: 1989 Drug Store News (Nov. 6) “Harco Drug targets an incentive-driven private-label strategy” (in Northport, Ala.) vol. 11, no. 21, p. 20: The ad, called a “spadia,” was the equivalent of a full page, folded over the regular circular so that half showed on the front and half on the back. The private-label page pulled off to reveal more private-label items on the reverse side. 1993 Michael R. Fancher Seattle Times (Wash.) (Mar. 28) “New ‘Gatefold’ Ad Not Funny To Readers Of Sunday Funnies” p. A2: It’s a variation on the partial-page ad that wraps around the comics, which is called a spadea (pronounced spay-dee-uh). The gatefold is different. 1996 Mark Fitzgerald Editor & Publisher (Mar. 16) “Featherbedding: Fact Or Fiction?” p. 12: He notes that some of the inserts that gave union mailers their biggest headaches on the new equipment—such as a Montgomery Ward product and the spadia on double Sunday comics sections—have been eliminated since the strike began. 1999 Jeanie Enyart Presstime (Oct.) “What have been the most significant industry events and developments in the past 20 years?” p. 33: Advertisers now want to reach specific customer groups. Part of the result is the creation of numerous products, including Neighbors editions, Homes magazines, Post-It notes, Comics spadias, TV Book pop-outs and wraps, TV shows and job fairs. 2002 James T. Campbell Houston Chronicle (July 29) “What’s a reader representative, anyway?” p. A22: I’ve learned more about the Chronilog, comics (that fold that covers half of the Sunday comics is called a “spadia") and the weather page in a little over a month as reader representative than in my entire 14 years at the Chronicle. 2004 The Gazette (Colorado Springs, Colo.) (June 4) “Advertisers enthusiastic about color ads on Sunday comics”: About 15 years ago, in response to advertiser requests, comic section printers began using the smaller sheet of newsprint to wrap around the comics section. In the newspaper business this sheet is known as a spadia or gatefold. 2004 Ta-Nehisi Coates Village Voice (New York City) (Aug. 17) “Press Clips”: A lucky smattering of folks who picked up The New York Times on Monday were treated to a spadia—a strip just wider than a column, overlapping the front page, that announced the day’s highlights… As it happens, the spadia also creates room for what amounts to an ad on page one. If you turned back the flap on Monday’s run, you found a full-color pitch from Macy’s, right alongside the news from Iraq. The wrap also pushed the hallowed editorial page from its traditional position, instead finishing the front section with a spread of advertising.

Posted 10 Nov 04 | Permalink | Tell a Friend