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The Marketing Glossary

Above the Fold

| ə-ˈbəv thə ˈfōld |

What does above the fold mean and where did the term come from?

In digital marketing, “above the fold” refers to the part of a webpage that can be seen without vertically scrolling. “Above the fold” is originally a legacy term taken from the newspaper industry, which originally referred to the top half of a newspaper, and specifically, all copy that could been seen above the crease-line of the fold when displayed in print stands and book stalls.

Why is the “fold” different for two different visitors?

When used in relation to webpages, however, factors such as type of device, screen size, and the advent of responsive design can drastically change what can be seen “above the fold” for different users.