copy

1. General: Duplicate or reproduced version of an original work.

2. Advertising: Text or message portion of an advertisement, including the headline, sub-headlines, body copy, and the advertiser information (signature). See also advertising copy.

3. Internet: Content matter of a website, as distinct from the graphics, menus, and navigational tools.

Bill Gates plowed piles of money into developing the first copy of Microsoft Office. The beauty: Each additional copy of that software program costs next to nothing to produce. That's called scale--and it's the difference between modest wealth and obscene riches. What models don't scale? Think service businesses, where the need for people grows along with revenues.

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