Marketing is full of jargon, anachronisms (B-roll comes to mind), acronyms, and new expressions dreamed up almost every week. We use them all the time, almost without thinking. I've done my best in The Professional Marketer to dig in and find their origins. This week, from my chapter on the press release, is boilerplate: "Boiler plate" originally referred to the small metal plate that identified the builder of a steam boiler. The term was borrowed by the printing industry, where plates … [Read more...]