The part of a webpage that is visible in the web browser window when the page first loads is described as being ‘above-the-fold’. A more appropriate, medium-specific equivalent to ‘above-the-fold’, is ‘before-the-scroll’: the portion of a webpage that is visible without scrolling. ‘Fold’ is a reference to the area of a newspaper that is visible when folded for display in a news stand. As the fold may be the only portion of the newspaper visible, it typically contains the masthead identifying the newspaper and a key image or heading from the lead story. The first-fold of a webpage is typically used to display: branding : identifying who owns the website; positioning statement : identifying the website content/subject matter; navigation : typically menus and a search tool that people can use to get around the website; and advertising .