WAIS – A wide area information server (WAIS), pronounced “ways” is a older part of the Internet that allows one to search through gopher databases. Useful for finding scientific or technical information.

Web Page – A document that can contain text, graphics, sound or video and displayed in a browser window accessible on the world wide web. Multiple web pages make up a “web site”.

Web Server – A computer connected to the Internet for the purpose of serving a web sites web pages to visitors on the world wide web.

Webcasting – A process where by sound and/or video is broadcast online. The process can deliver live or prerecorded information. Often advertisements are inserted at the beginning of the broadcast.

Webmaster – A term used loosely to describe an individual assigned to administering a web site. Typical duties might include updating pages, correcting errors, fixing links or responding to technical inquiries.

Webmercials – Full screen animated ads accompanied by professional voice over and sound effects. Usually appear between web pages for 5-30 seconds and used for branding purposes.

Weeklies – A newspaper that is published once a week and usually serves readers in small, urban or suburban areas of farm communities with emphasis on local news and advertising.

Weighting – A method of adjusting numbers to reflect additional consideration or value modifiers.

Weight of Viewing – Amount of time spent viewing television, usually defined as heavy, regular and light.

White Space – The space in an ad unoccupied by text of illustration.

Wild Postings – Outdoor billboards of a non-conventional nature—sides of buildings, posters on construction sites, etc.