{
  "schema_version": 1,
  "version": "1.3.2",
  "profile": "editorial-charter",
  "namespace": "charter",
  "label": "Editorial charter",
  "owner": "taxonomy",
  "extends": "wtf-core",
  "dependencies": [],
  "source": "https://taxonomy.tfw.bz/vocabularies/editorial-charter.v1.json",
  "provenance": [
    "docs/design/2026-09-30-editorial-charter.md",
    "agentic-coding/rules/voice-profile-template.md",
    "kpi-mgmt/data/kpi_catalog.csv",
    "docs/design/2026-10-01-editorial-charter-1-1.md",
    "docs/design/2026-10-02-editorial-charter-1-2.md",
    "docs/design/2026-10-04-agent-readable-grounding.md"
  ],
  "reuses": [],
  "terms": [
    {
      "id": "charter:brand-archetype",
      "kind": "scheme",
      "label": "Brand archetype",
      "definition": "The single character a brand consistently plays for its audience.",
      "relation": "private",
      "status": "active"
    },
    {
      "id": "charter:brand-archetype-sage",
      "kind": "concept",
      "label": "sage",
      "definition": "Explains and clarifies; earns trust through knowledge.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:brand-archetype"
    },
    {
      "id": "charter:brand-archetype-creator",
      "kind": "concept",
      "label": "creator",
      "definition": "Makes new things; values craft and originality.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:brand-archetype"
    },
    {
      "id": "charter:brand-archetype-explorer",
      "kind": "concept",
      "label": "explorer",
      "definition": "Seeks out the unknown; values freedom and discovery.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:brand-archetype"
    },
    {
      "id": "charter:brand-archetype-caregiver",
      "kind": "concept",
      "label": "caregiver",
      "definition": "Protects and supports; values service and safety.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:brand-archetype"
    },
    {
      "id": "charter:brand-archetype-ruler",
      "kind": "concept",
      "label": "ruler",
      "definition": "Sets the standard; values order and authority.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:brand-archetype"
    },
    {
      "id": "charter:brand-archetype-hero",
      "kind": "concept",
      "label": "hero",
      "definition": "Overcomes challenges; values courage and mastery.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:brand-archetype"
    },
    {
      "id": "charter:brand-archetype-everyman",
      "kind": "concept",
      "label": "everyman",
      "definition": "Belongs with ordinary people; values plainness and fairness.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:brand-archetype"
    },
    {
      "id": "charter:brand-archetype-jester",
      "kind": "concept",
      "label": "jester",
      "definition": "Entertains; values humour and lightness.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:brand-archetype"
    },
    {
      "id": "charter:brand-archetype-lover",
      "kind": "concept",
      "label": "lover",
      "definition": "Creates closeness; values intimacy and beauty.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:brand-archetype"
    },
    {
      "id": "charter:brand-archetype-magician",
      "kind": "concept",
      "label": "magician",
      "definition": "Transforms situations; values vision and results that surprise.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:brand-archetype"
    },
    {
      "id": "charter:brand-archetype-outlaw",
      "kind": "concept",
      "label": "outlaw",
      "definition": "Breaks the rules; values disruption and independence.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:brand-archetype"
    },
    {
      "id": "charter:brand-archetype-innocent",
      "kind": "concept",
      "label": "innocent",
      "definition": "Keeps things simple and optimistic; values honesty and ease.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:brand-archetype"
    },
    {
      "id": "charter:positioning-axis",
      "kind": "scheme",
      "label": "Positioning axis",
      "definition": "The dimension on which a site claims to differ from alternatives.",
      "relation": "private",
      "status": "active"
    },
    {
      "id": "charter:positioning-axis-authority-depth",
      "kind": "concept",
      "label": "authority depth",
      "definition": "Deeper or better-sourced coverage than alternatives.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:positioning-axis"
    },
    {
      "id": "charter:positioning-axis-practitioner-access",
      "kind": "concept",
      "label": "practitioner access",
      "definition": "Direct access to people who do the work.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:positioning-axis"
    },
    {
      "id": "charter:positioning-axis-price-position",
      "kind": "concept",
      "label": "price position",
      "definition": "Cheaper, or clearer about cost, than alternatives.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:positioning-axis"
    },
    {
      "id": "charter:positioning-axis-locality",
      "kind": "concept",
      "label": "locality",
      "definition": "Coverage specific to a place or market.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:positioning-axis"
    },
    {
      "id": "charter:positioning-axis-speed-of-answer",
      "kind": "concept",
      "label": "speed of answer",
      "definition": "A usable answer sooner than alternatives.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:positioning-axis"
    },
    {
      "id": "charter:audience-kind",
      "kind": "scheme",
      "label": "Audience kind",
      "definition": "The role a reader plays toward the site’s subject.",
      "relation": "private",
      "status": "active"
    },
    {
      "id": "charter:audience-kind-consumer",
      "kind": "concept",
      "label": "consumer",
      "definition": "Reads to decide or act for themselves.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:audience-kind"
    },
    {
      "id": "charter:audience-kind-practitioner",
      "kind": "concept",
      "label": "practitioner",
      "definition": "Reads to do professional work in the subject.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:audience-kind"
    },
    {
      "id": "charter:audience-kind-buyer",
      "kind": "concept",
      "label": "buyer",
      "definition": "Reads to purchase on behalf of an organization.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:audience-kind"
    },
    {
      "id": "charter:audience-kind-investor",
      "kind": "concept",
      "label": "investor",
      "definition": "Reads to allocate capital.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:audience-kind"
    },
    {
      "id": "charter:audience-kind-press",
      "kind": "concept",
      "label": "press",
      "definition": "Reads to report on the subject.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:audience-kind"
    },
    {
      "id": "charter:mission-shape",
      "kind": "scheme",
      "label": "Mission shape",
      "definition": "The sentence skeleton a mission statement follows.",
      "relation": "private",
      "status": "active"
    },
    {
      "id": "charter:mission-shape-serve-x-to-achieve-y",
      "kind": "concept",
      "label": "serve X to achieve Y",
      "definition": "We help <audience> <achieve outcome>.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:mission-shape"
    },
    {
      "id": "charter:mission-shape-problem-we-solve",
      "kind": "concept",
      "label": "problem we solve",
      "definition": "<Problem> exists; we <what we do about it>.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:mission-shape"
    },
    {
      "id": "charter:mission-shape-change-we-make",
      "kind": "concept",
      "label": "change we make",
      "definition": "We exist so that <state of the world changes>.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:mission-shape"
    },
    {
      "id": "charter:horizon",
      "kind": "scheme",
      "label": "Strategy horizon",
      "definition": "How far ahead a strategy commits.",
      "relation": "private",
      "status": "active",
      "ordered": true
    },
    {
      "id": "charter:horizon-90d",
      "kind": "concept",
      "label": "90 days",
      "definition": "One quarter.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:horizon",
      "order": 1
    },
    {
      "id": "charter:horizon-12m",
      "kind": "concept",
      "label": "12 months",
      "definition": "One year.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:horizon",
      "order": 2
    },
    {
      "id": "charter:horizon-36m",
      "kind": "concept",
      "label": "36 months",
      "definition": "Three years.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:horizon",
      "order": 3
    },
    {
      "id": "charter:kpi-role",
      "kind": "scheme",
      "label": "KPI role",
      "definition": "How a metric is read against the site’s goal.",
      "relation": "private",
      "status": "active",
      "ordered": true
    },
    {
      "id": "charter:kpi-role-primary",
      "kind": "concept",
      "label": "primary",
      "definition": "The one number the site is run on.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:kpi-role",
      "order": 1
    },
    {
      "id": "charter:kpi-role-secondary",
      "kind": "concept",
      "label": "secondary",
      "definition": "A number that explains movement in the primary.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:kpi-role",
      "order": 2
    },
    {
      "id": "charter:kpi-role-guardrail",
      "kind": "concept",
      "label": "guardrail",
      "definition": "A number that must not degrade while the primary grows.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:kpi-role",
      "order": 3
    },
    {
      "id": "charter:claim-basis",
      "kind": "scheme",
      "label": "Claim basis",
      "definition": "How a brand or strategy claim about experience or results is supported.",
      "relation": "private",
      "status": "active",
      "ordered": true
    },
    {
      "id": "charter:claim-basis-unverified",
      "kind": "concept",
      "label": "unverified",
      "definition": "Stated without a source; blocks review.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:claim-basis",
      "order": 1
    },
    {
      "id": "charter:claim-basis-cited",
      "kind": "concept",
      "label": "cited",
      "definition": "Supported by a third-party source.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:claim-basis",
      "order": 2
    },
    {
      "id": "charter:claim-basis-documented",
      "kind": "concept",
      "label": "documented",
      "definition": "Supported by our own records.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:claim-basis",
      "order": 3
    },
    {
      "id": "charter:claim-basis-first-hand",
      "kind": "concept",
      "label": "first-hand",
      "definition": "Directly experienced by the named author or owner.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:claim-basis",
      "order": 4
    },
    {
      "id": "charter:charter-file",
      "kind": "scheme",
      "label": "Charter file",
      "definition": "The site files that make up a charter and site profile.",
      "relation": "private",
      "status": "active"
    },
    {
      "id": "charter:charter-file-brand",
      "kind": "concept",
      "label": "BRAND.md",
      "definition": "Identity, promise, personality, claims.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:charter-file"
    },
    {
      "id": "charter:charter-file-voice",
      "kind": "concept",
      "label": "VOICE.md",
      "definition": "Editorial voice profile on the fleet template.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:charter-file"
    },
    {
      "id": "charter:charter-file-strategy",
      "kind": "concept",
      "label": "STRATEGY.md",
      "definition": "Mission, positioning, audiences, horizon bets.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:charter-file"
    },
    {
      "id": "charter:charter-file-kpi",
      "kind": "concept",
      "label": "KPI.md",
      "definition": "Template, metric roles and reading guide.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:charter-file"
    },
    {
      "id": "charter:charter-file-audience",
      "kind": "concept",
      "label": "AUDIENCE.md",
      "definition": "Audience segments with demographics, channels and evidence.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:charter-file"
    },
    {
      "id": "charter:charter-file-monetization",
      "kind": "concept",
      "label": "MONETIZATION.md",
      "definition": "Revenue lines, programs, placements and disclosure rules.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:charter-file"
    },
    {
      "id": "charter:charter-file-binding",
      "kind": "concept",
      "label": "taxonomy/binding.yaml",
      "definition": "Site topics, profile pins, languages and regions.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:charter-file"
    },
    {
      "id": "charter:kpi-template",
      "kind": "scheme",
      "label": "KPI template",
      "definition": "The goal shape a site’s metrics start from; keys per template live in kpi-mgmt.",
      "relation": "private",
      "status": "active"
    },
    {
      "id": "charter:kpi-template-editorial-traffic",
      "kind": "concept",
      "label": "editorial traffic",
      "definition": "Run on eyeballs and search reach.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:kpi-template"
    },
    {
      "id": "charter:kpi-template-product-signup",
      "kind": "concept",
      "label": "product signup",
      "definition": "Run on signups and subscribes.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:kpi-template"
    },
    {
      "id": "charter:kpi-template-b2b-leads",
      "kind": "concept",
      "label": "B2B leads",
      "definition": "Run on lead requests from organizations.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:kpi-template"
    },
    {
      "id": "charter:evidence-basis",
      "kind": "scheme",
      "label": "Evidence basis",
      "definition": "How an estimate about the market or audience is supported. Separate from claim basis, which grades claims about ourselves.",
      "relation": "private",
      "status": "active",
      "ordered": true
    },
    {
      "id": "charter:evidence-basis-assumed",
      "kind": "concept",
      "label": "assumed",
      "definition": "Stated by a named person or agent without data; the source says who and where.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:evidence-basis",
      "order": 1
    },
    {
      "id": "charter:evidence-basis-researched",
      "kind": "concept",
      "label": "researched",
      "definition": "Supported by research with a URL or repository path as source.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:evidence-basis",
      "order": 2
    },
    {
      "id": "charter:evidence-basis-measured",
      "kind": "concept",
      "label": "measured",
      "definition": "Read from an aggregate system (GA4, GSC, kpi-mgmt, leads-mgmt, PostHog) with an id and a date.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:evidence-basis",
      "order": 3
    },
    {
      "id": "charter:segment-priority",
      "kind": "scheme",
      "label": "Segment priority",
      "definition": "How much of the site is built for an audience segment.",
      "relation": "private",
      "status": "active",
      "ordered": true
    },
    {
      "id": "charter:segment-priority-primary",
      "kind": "concept",
      "label": "primary",
      "definition": "The segment the site is built for; exactly one per site.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:segment-priority",
      "order": 1
    },
    {
      "id": "charter:segment-priority-secondary",
      "kind": "concept",
      "label": "secondary",
      "definition": "Served deliberately, with its own pages.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:segment-priority",
      "order": 2
    },
    {
      "id": "charter:segment-priority-watch",
      "kind": "concept",
      "label": "watch",
      "definition": "Tracked, with no pages planned yet.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:segment-priority",
      "order": 3
    },
    {
      "id": "charter:funnel-stage",
      "kind": "scheme",
      "label": "Funnel stage",
      "definition": "Where a reader is in the decision the site serves.",
      "relation": "private",
      "status": "active",
      "ordered": true
    },
    {
      "id": "charter:funnel-stage-awareness",
      "kind": "concept",
      "label": "awareness",
      "definition": "Learning that a problem or option exists.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:funnel-stage",
      "order": 1
    },
    {
      "id": "charter:funnel-stage-consideration",
      "kind": "concept",
      "label": "consideration",
      "definition": "Comparing options.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:funnel-stage",
      "order": 2
    },
    {
      "id": "charter:funnel-stage-decision",
      "kind": "concept",
      "label": "decision",
      "definition": "Choosing and acting.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:funnel-stage",
      "order": 3
    },
    {
      "id": "charter:funnel-stage-retention",
      "kind": "concept",
      "label": "retention",
      "definition": "Getting more from a choice already made.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:funnel-stage",
      "order": 4
    },
    {
      "id": "charter:channel",
      "kind": "scheme",
      "label": "Channel",
      "definition": "Where a segment looks for answers.",
      "relation": "private",
      "status": "active"
    },
    {
      "id": "charter:channel-organic-search",
      "kind": "concept",
      "label": "organic search",
      "definition": "Unpaid web search results.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:channel"
    },
    {
      "id": "charter:channel-ai-assistant",
      "kind": "concept",
      "label": "AI assistant",
      "definition": "Answers from chat assistants and AI search.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:channel"
    },
    {
      "id": "charter:channel-social-video",
      "kind": "concept",
      "label": "social video",
      "definition": "Short and long video platforms.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:channel"
    },
    {
      "id": "charter:channel-community",
      "kind": "concept",
      "label": "community",
      "definition": "Reddit, forums and group chats.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:channel"
    },
    {
      "id": "charter:channel-newsletter",
      "kind": "concept",
      "label": "newsletter",
      "definition": "Email newsletters.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:channel"
    },
    {
      "id": "charter:channel-paid-search",
      "kind": "concept",
      "label": "paid search",
      "definition": "Search ads.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:channel"
    },
    {
      "id": "charter:channel-paid-social",
      "kind": "concept",
      "label": "paid social",
      "definition": "Social ads.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:channel"
    },
    {
      "id": "charter:channel-referral",
      "kind": "concept",
      "label": "referral",
      "definition": "Links from other sites.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:channel"
    },
    {
      "id": "charter:channel-app-store",
      "kind": "concept",
      "label": "app store",
      "definition": "App store search and listings.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:channel"
    },
    {
      "id": "charter:age-band",
      "kind": "scheme",
      "label": "Age band",
      "definition": "Segment age range, on the GA4 demographic brackets.",
      "relation": "private",
      "status": "active",
      "ordered": true
    },
    {
      "id": "charter:age-band-under-18",
      "kind": "concept",
      "label": "under 18",
      "definition": "0 to 17. Not targeted; the checker warns on use.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:age-band",
      "order": 1
    },
    {
      "id": "charter:age-band-18-24",
      "kind": "concept",
      "label": "18 to 24",
      "definition": "18 to 24 years.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:age-band",
      "order": 2
    },
    {
      "id": "charter:age-band-25-34",
      "kind": "concept",
      "label": "25 to 34",
      "definition": "25 to 34 years.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:age-band",
      "order": 3
    },
    {
      "id": "charter:age-band-35-44",
      "kind": "concept",
      "label": "35 to 44",
      "definition": "35 to 44 years.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:age-band",
      "order": 4
    },
    {
      "id": "charter:age-band-45-54",
      "kind": "concept",
      "label": "45 to 54",
      "definition": "45 to 54 years.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:age-band",
      "order": 5
    },
    {
      "id": "charter:age-band-55-64",
      "kind": "concept",
      "label": "55 to 64",
      "definition": "55 to 64 years.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:age-band",
      "order": 6
    },
    {
      "id": "charter:age-band-65-plus",
      "kind": "concept",
      "label": "65 and over",
      "definition": "65 years and over.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:age-band",
      "order": 7
    },
    {
      "id": "charter:income-band",
      "kind": "scheme",
      "label": "Income band",
      "definition": "National household income quintile in the segment’s first listed region.",
      "relation": "private",
      "status": "active",
      "ordered": true
    },
    {
      "id": "charter:income-band-q1",
      "kind": "concept",
      "label": "quintile 1",
      "definition": "Bottom 20% of households in that country.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:income-band",
      "order": 1
    },
    {
      "id": "charter:income-band-q2",
      "kind": "concept",
      "label": "quintile 2",
      "definition": "20% to 40%.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:income-band",
      "order": 2
    },
    {
      "id": "charter:income-band-q3",
      "kind": "concept",
      "label": "quintile 3",
      "definition": "40% to 60%.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:income-band",
      "order": 3
    },
    {
      "id": "charter:income-band-q4",
      "kind": "concept",
      "label": "quintile 4",
      "definition": "60% to 80%.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:income-band",
      "order": 4
    },
    {
      "id": "charter:income-band-q5",
      "kind": "concept",
      "label": "quintile 5",
      "definition": "Top 20% of households in that country.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:income-band",
      "order": 5
    },
    {
      "id": "charter:gender-skew",
      "kind": "scheme",
      "label": "Gender skew",
      "definition": "Segment-level gender balance, never a per-person field.",
      "relation": "private",
      "status": "active"
    },
    {
      "id": "charter:gender-skew-female",
      "kind": "concept",
      "label": "female",
      "definition": "60% or more female.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:gender-skew"
    },
    {
      "id": "charter:gender-skew-male",
      "kind": "concept",
      "label": "male",
      "definition": "60% or more male.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:gender-skew"
    },
    {
      "id": "charter:gender-skew-balanced",
      "kind": "concept",
      "label": "balanced",
      "definition": "Neither above 60%.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:gender-skew"
    },
    {
      "id": "charter:gender-skew-unknown",
      "kind": "concept",
      "label": "unknown",
      "definition": "Not known.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:gender-skew"
    },
    {
      "id": "charter:company-size",
      "kind": "scheme",
      "label": "Company size",
      "definition": "Employees at the buying organization.",
      "relation": "private",
      "status": "active",
      "ordered": true
    },
    {
      "id": "charter:company-size-1",
      "kind": "concept",
      "label": "1",
      "definition": "One person.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:company-size",
      "order": 1
    },
    {
      "id": "charter:company-size-2-10",
      "kind": "concept",
      "label": "2 to 10",
      "definition": "2 to 10 employees.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:company-size",
      "order": 2
    },
    {
      "id": "charter:company-size-11-50",
      "kind": "concept",
      "label": "11 to 50",
      "definition": "11 to 50 employees.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:company-size",
      "order": 3
    },
    {
      "id": "charter:company-size-51-200",
      "kind": "concept",
      "label": "51 to 200",
      "definition": "51 to 200 employees.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:company-size",
      "order": 4
    },
    {
      "id": "charter:company-size-201-1000",
      "kind": "concept",
      "label": "201 to 1,000",
      "definition": "201 to 1,000 employees.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:company-size",
      "order": 5
    },
    {
      "id": "charter:company-size-1001-5000",
      "kind": "concept",
      "label": "1,001 to 5,000",
      "definition": "1,001 to 5,000 employees.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:company-size",
      "order": 6
    },
    {
      "id": "charter:company-size-5001-10000",
      "kind": "concept",
      "label": "5,001 to 10,000",
      "definition": "5,001 to 10,000 employees.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:company-size",
      "order": 7
    },
    {
      "id": "charter:company-size-10001-plus",
      "kind": "concept",
      "label": "10,001 and more",
      "definition": "More than 10,000 employees.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:company-size",
      "order": 8
    },
    {
      "id": "charter:seniority",
      "kind": "scheme",
      "label": "Seniority",
      "definition": "Seniority of the person who reads for the organization.",
      "relation": "private",
      "status": "active"
    },
    {
      "id": "charter:seniority-individual-contributor",
      "kind": "concept",
      "label": "individual contributor",
      "definition": "Does the work, no reports.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:seniority"
    },
    {
      "id": "charter:seniority-manager",
      "kind": "concept",
      "label": "manager",
      "definition": "Leads a team.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:seniority"
    },
    {
      "id": "charter:seniority-director",
      "kind": "concept",
      "label": "director",
      "definition": "Leads managers or a function.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:seniority"
    },
    {
      "id": "charter:seniority-executive",
      "kind": "concept",
      "label": "executive",
      "definition": "C-level or VP.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:seniority"
    },
    {
      "id": "charter:seniority-owner-founder",
      "kind": "concept",
      "label": "owner or founder",
      "definition": "Owns the business.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:seniority"
    },
    {
      "id": "charter:seniority-unknown",
      "kind": "concept",
      "label": "unknown",
      "definition": "Not known.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:seniority"
    },
    {
      "id": "charter:revenue-type",
      "kind": "scheme",
      "label": "Revenue type",
      "definition": "The mechanism by which a revenue line earns.",
      "relation": "private",
      "status": "active"
    },
    {
      "id": "charter:revenue-type-display-ads",
      "kind": "concept",
      "label": "display ads",
      "definition": "Programmatic ads through a network.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:revenue-type"
    },
    {
      "id": "charter:revenue-type-direct-ads",
      "kind": "concept",
      "label": "direct ads",
      "definition": "Ads sold directly to an advertiser.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:revenue-type"
    },
    {
      "id": "charter:revenue-type-affiliate",
      "kind": "concept",
      "label": "affiliate",
      "definition": "Commission on a sale or signup through a tracked link.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:revenue-type"
    },
    {
      "id": "charter:revenue-type-sponsored-placement",
      "kind": "concept",
      "label": "sponsored placement",
      "definition": "A paid, labelled placement outside ranked content.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:revenue-type"
    },
    {
      "id": "charter:revenue-type-sponsored-content",
      "kind": "concept",
      "label": "sponsored content",
      "definition": "A paid, labelled article.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:revenue-type"
    },
    {
      "id": "charter:revenue-type-newsletter-sponsorship",
      "kind": "concept",
      "label": "newsletter sponsorship",
      "definition": "A paid mention in a newsletter.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:revenue-type"
    },
    {
      "id": "charter:revenue-type-paid-listing",
      "kind": "concept",
      "label": "paid listing",
      "definition": "A business pays to be listed or featured in a directory.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:revenue-type"
    },
    {
      "id": "charter:revenue-type-lead-sale",
      "kind": "concept",
      "label": "lead sale",
      "definition": "Leads passed to a buyer for a fee.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:revenue-type"
    },
    {
      "id": "charter:revenue-type-own-digital-product",
      "kind": "concept",
      "label": "own digital product",
      "definition": "A product we make and sell.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:revenue-type"
    },
    {
      "id": "charter:revenue-type-subscription",
      "kind": "concept",
      "label": "subscription",
      "definition": "Recurring payment for access.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:revenue-type"
    },
    {
      "id": "charter:revenue-type-services",
      "kind": "concept",
      "label": "services",
      "definition": "Work we do for a client.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:revenue-type"
    },
    {
      "id": "charter:revenue-type-job-board",
      "kind": "concept",
      "label": "job board",
      "definition": "Paid job postings.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:revenue-type"
    },
    {
      "id": "charter:revenue-type-data-licensing",
      "kind": "concept",
      "label": "data licensing",
      "definition": "A buyer pays to use our data or feed.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:revenue-type"
    },
    {
      "id": "charter:revenue-type-expert-network",
      "kind": "concept",
      "label": "expert network",
      "definition": "An expert network pays for our people's time on calls.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:revenue-type"
    },
    {
      "id": "charter:revenue-type-advertorial",
      "kind": "concept",
      "label": "advertorial",
      "definition": "An advertiser pays to place its own copy as a labelled article.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:revenue-type"
    },
    {
      "id": "charter:revenue-type-agent-marketplace",
      "kind": "concept",
      "label": "agent marketplace",
      "definition": "An agent or API marketplace pays per use of our tool.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:revenue-type"
    },
    {
      "id": "charter:commission-model",
      "kind": "scheme",
      "label": "Commission model",
      "definition": "How a revenue line is priced.",
      "relation": "private",
      "status": "active"
    },
    {
      "id": "charter:commission-model-revshare-percent",
      "kind": "concept",
      "label": "revenue share",
      "definition": "A percentage of the sale.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:commission-model"
    },
    {
      "id": "charter:commission-model-cpa-flat",
      "kind": "concept",
      "label": "flat CPA",
      "definition": "A fixed amount per acquisition.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:commission-model"
    },
    {
      "id": "charter:commission-model-cpl",
      "kind": "concept",
      "label": "CPL",
      "definition": "A fixed amount per lead.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:commission-model"
    },
    {
      "id": "charter:commission-model-cpc",
      "kind": "concept",
      "label": "CPC",
      "definition": "A fixed amount per click.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:commission-model"
    },
    {
      "id": "charter:commission-model-rpm",
      "kind": "concept",
      "label": "RPM",
      "definition": "Revenue per thousand impressions or sessions.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:commission-model"
    },
    {
      "id": "charter:commission-model-flat-fee",
      "kind": "concept",
      "label": "flat fee",
      "definition": "A fixed fee per period or placement.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:commission-model"
    },
    {
      "id": "charter:commission-model-unknown",
      "kind": "concept",
      "label": "unknown",
      "definition": "Not known yet.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:commission-model"
    },
    {
      "id": "charter:payout-unit",
      "kind": "scheme",
      "label": "Payout unit",
      "definition": "The unit a payout is quoted per.",
      "relation": "private",
      "status": "active"
    },
    {
      "id": "charter:payout-unit-sale",
      "kind": "concept",
      "label": "sale",
      "definition": "Per sale.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:payout-unit"
    },
    {
      "id": "charter:payout-unit-lead",
      "kind": "concept",
      "label": "lead",
      "definition": "Per lead.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:payout-unit"
    },
    {
      "id": "charter:payout-unit-click",
      "kind": "concept",
      "label": "click",
      "definition": "Per click.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:payout-unit"
    },
    {
      "id": "charter:payout-unit-thousand-impressions",
      "kind": "concept",
      "label": "thousand impressions",
      "definition": "Per 1,000 impressions.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:payout-unit"
    },
    {
      "id": "charter:payout-unit-thousand-sessions",
      "kind": "concept",
      "label": "thousand sessions",
      "definition": "Per 1,000 sessions.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:payout-unit"
    },
    {
      "id": "charter:payout-unit-month",
      "kind": "concept",
      "label": "month",
      "definition": "Per month.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:payout-unit"
    },
    {
      "id": "charter:payout-unit-one-off",
      "kind": "concept",
      "label": "one-off",
      "definition": "Once.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:payout-unit"
    },
    {
      "id": "charter:placement-type",
      "kind": "scheme",
      "label": "Placement type",
      "definition": "Where a revenue line appears on the site.",
      "relation": "private",
      "status": "active"
    },
    {
      "id": "charter:placement-type-table-row",
      "kind": "concept",
      "label": "table row",
      "definition": "A row in a comparison table.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:placement-type"
    },
    {
      "id": "charter:placement-type-sponsored-card",
      "kind": "concept",
      "label": "sponsored card",
      "definition": "A labelled card outside ranked content.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:placement-type"
    },
    {
      "id": "charter:placement-type-inline-link",
      "kind": "concept",
      "label": "inline link",
      "definition": "A link in body text.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:placement-type"
    },
    {
      "id": "charter:placement-type-display-slot",
      "kind": "concept",
      "label": "display slot",
      "definition": "An ad slot.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:placement-type"
    },
    {
      "id": "charter:placement-type-newsletter-mention",
      "kind": "concept",
      "label": "newsletter mention",
      "definition": "A mention in the newsletter.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:placement-type"
    },
    {
      "id": "charter:placement-type-tool-result",
      "kind": "concept",
      "label": "tool result",
      "definition": "A link in an interactive tool result.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:placement-type"
    },
    {
      "id": "charter:placement-type-listing",
      "kind": "concept",
      "label": "listing",
      "definition": "A directory listing.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:placement-type"
    },
    {
      "id": "charter:placement-type-dedicated-page",
      "kind": "concept",
      "label": "dedicated page",
      "definition": "A page of its own.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:placement-type"
    },
    {
      "id": "charter:program-status",
      "kind": "scheme",
      "label": "Program status",
      "definition": "What we know about a partner’s commercial program. Only verified allows commission copy.",
      "relation": "private",
      "status": "active",
      "ordered": true
    },
    {
      "id": "charter:program-status-unchecked",
      "kind": "concept",
      "label": "unchecked",
      "definition": "Nobody has looked yet.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:program-status",
      "order": 1
    },
    {
      "id": "charter:program-status-none",
      "kind": "concept",
      "label": "none",
      "definition": "Checked: no program exists.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:program-status",
      "order": 2
    },
    {
      "id": "charter:program-status-assumed",
      "kind": "concept",
      "label": "assumed",
      "definition": "Believed to exist, without a source we have read.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:program-status",
      "order": 3
    },
    {
      "id": "charter:program-status-published",
      "kind": "concept",
      "label": "published",
      "definition": "The partner publishes a program page we have read; not applied or approved.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:program-status",
      "order": 4
    },
    {
      "id": "charter:program-status-verified",
      "kind": "concept",
      "label": "verified",
      "definition": "Confirmed in writing or approved, with date and source.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:program-status",
      "order": 5
    },
    {
      "id": "charter:revenue-status",
      "kind": "scheme",
      "label": "Revenue status",
      "definition": "Lifecycle of a revenue line.",
      "relation": "private",
      "status": "active",
      "ordered": true
    },
    {
      "id": "charter:revenue-status-idea",
      "kind": "concept",
      "label": "idea",
      "definition": "Named, not planned.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:revenue-status",
      "order": 1
    },
    {
      "id": "charter:revenue-status-planned",
      "kind": "concept",
      "label": "planned",
      "definition": "Planned with a start trigger.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:revenue-status",
      "order": 2
    },
    {
      "id": "charter:revenue-status-applied",
      "kind": "concept",
      "label": "applied",
      "definition": "Applied to the program or network.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:revenue-status",
      "order": 3
    },
    {
      "id": "charter:revenue-status-live",
      "kind": "concept",
      "label": "live",
      "definition": "Earning or able to earn.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:revenue-status",
      "order": 4
    },
    {
      "id": "charter:revenue-status-paused",
      "kind": "concept",
      "label": "paused",
      "definition": "Temporarily off.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:revenue-status",
      "order": 5
    },
    {
      "id": "charter:revenue-status-retired",
      "kind": "concept",
      "label": "retired",
      "definition": "Ended.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:revenue-status",
      "order": 6
    },
    {
      "id": "charter:revenue-share-band",
      "kind": "scheme",
      "label": "Revenue share band",
      "definition": "Expected share of site revenue at the strategy horizon.",
      "relation": "private",
      "status": "active",
      "ordered": true
    },
    {
      "id": "charter:revenue-share-band-core",
      "kind": "concept",
      "label": "core",
      "definition": "50% or more.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:revenue-share-band",
      "order": 1
    },
    {
      "id": "charter:revenue-share-band-major",
      "kind": "concept",
      "label": "major",
      "definition": "20% to 49%.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:revenue-share-band",
      "order": 2
    },
    {
      "id": "charter:revenue-share-band-minor",
      "kind": "concept",
      "label": "minor",
      "definition": "5% to 19%.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:revenue-share-band",
      "order": 3
    },
    {
      "id": "charter:revenue-share-band-marginal",
      "kind": "concept",
      "label": "marginal",
      "definition": "Under 5%.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:revenue-share-band",
      "order": 4
    },
    {
      "id": "charter:voice-register",
      "kind": "scheme",
      "label": "Voice register",
      "definition": "Who the voice writes for.",
      "relation": "private",
      "status": "active"
    },
    {
      "id": "charter:voice-register-consumer",
      "kind": "concept",
      "label": "consumer",
      "definition": "Plain language for people deciding for themselves.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:voice-register"
    },
    {
      "id": "charter:voice-register-practitioner",
      "kind": "concept",
      "label": "practitioner",
      "definition": "Working vocabulary for people who do the work.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:voice-register"
    },
    {
      "id": "charter:voice-register-expert",
      "kind": "concept",
      "label": "expert",
      "definition": "Specialist vocabulary for experts.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:voice-register"
    },
    {
      "id": "charter:voice-register-executive",
      "kind": "concept",
      "label": "executive",
      "definition": "Decision framing for leaders.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:voice-register"
    },
    {
      "id": "charter:voice-person",
      "kind": "scheme",
      "label": "Voice person",
      "definition": "Grammatical person the site writes in.",
      "relation": "private",
      "status": "active"
    },
    {
      "id": "charter:voice-person-first-singular",
      "kind": "concept",
      "label": "first person singular",
      "definition": "I.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:voice-person"
    },
    {
      "id": "charter:voice-person-first-plural",
      "kind": "concept",
      "label": "first person plural",
      "definition": "We.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:voice-person"
    },
    {
      "id": "charter:voice-person-second",
      "kind": "concept",
      "label": "second person",
      "definition": "You.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:voice-person"
    },
    {
      "id": "charter:voice-person-third",
      "kind": "concept",
      "label": "third person",
      "definition": "The site or the author by name.",
      "relation": "private",
      "status": "active",
      "scheme": "charter:voice-person"
    },
    {
      "id": "charter:cites",
      "kind": "property",
      "label": "Cites",
      "definition": "Relates a charter file to a term ID carried in its frontmatter.",
      "relation": "private",
      "status": "active"
    }
  ]
}