Originally the upper half of the front page of a newspaper that was visible when the paper was folded, which was the normal presentation format to customers when displayed by newspaper vendors on a stand. This was vital both for selling the newspaper—the key story or photograph would appear there—and also as prime advertising space. More recently, the term refers to the section of a web page that is visible without scrolling. This is prime advertising space on the Web. Placements that are higher on the web page are usually preferred by advertisers. If a banner ad is placed above the structure containing the main content, then the ad can be viewed before the main content loads.