Fold

The fold refers to the fold in a newspaper, distinguishing between what is seen straight away, and what requires the viewer to explore the page in order to see a given message. 'Above the fold' refers to an ad that is viewable as soon as the web page arrives. You don't have to scroll down (or sideways) to see it. Since screen resolution can affect what is immediately viewable, it's good to know whether the website's audience tends to set their resolution at 640 by 480 pixels or at 800 by 600 (or higher).