fast following noun the practice of creating businesses by copying existing start-ups that have been successful

But most of the companies grabbing at Groupon’s coattails […] are relying on a strategy called fast following — the idea that copying a blockbuster start-up yields fewer risks and potentially great rewards. [New York Times (US broadsheet) 10 March 2011]

pound town noun a town whose high street is full of pound shops and other discount stores

Blackpool isn’t the only pound town. [BBC Radio 4 24 February 2011]

water poverty noun the inability to pay for water bills

Water poverty will become the new fuel poverty for an increasing number of households as scarcity of supply pushes up bills
[…] [The Observer (UK broadsheet) 20 February 2011]

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casual game noun a very simple, non-specialist video game that can be played by anyone

Welcome! We review, discuss and recommend only the best Flash and Casual games available on the Web.
[http://jayisgames.com 27 Dec 2010]

polydrug use noun the use of more than one recreational drug to achieve a particular effect

Many of these drivers are involved in polydrug use. [BBC Radio 5 Live phone-in 18 Dec 2010]

staff up phrasal verb to increase the number of staff in a company, usually temporarily

They staff up before Christmas. [BBC Radio 5 Live phone-in 20 Dec 2010]

About new words

cost-per-action adjective refers to a pricing policy for online services whereby an advertiser pays for agreed actions such as a purchase

Kullar says Likeourselves is backed by the potential for cost-per-action advertising, but also says businesses will pay for a custom service with enhanced features. [www.guardian.co.uk 18 Oct 2010]

pre-salt adjective refers to oil reserves found under a thick layer of salt deep under the earth’s surface

A series of huge recent ‘pre-salt’ finds off the coast of Brazil have transformed the fortunes of the company and catapulted Brazil into one of the world’s leading energy and economic powerhouses. [The Guardian (UK broadsheet) 16 Nov 2010]

silver swaddler noun an aluminium foil bag used for keeping people warm in extreme weather conditions

The most fashionable item this winter is the silver swaddler. [BBC Radio 4; The Today Programme 18 Dec 2010]

The ‘silver swaddlers’, as they are often referred to, are usually seen at the finish line of sporting events but are proliferating at Heathrow and Eurostar terminals. [The Guardian (UK broadsheet) 21 Dec 2010]

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peng adjective UK slang very attractive
Karen Gillan [star of TV show ‘Doctor Who’] is totally peng. [www.dailymail.co.uk] Apr 2010

totes adverb very informal very, totally
It’s totes the best hun cal froyo [hundred calorie frozen yogurt]! [http://www.yelp.com/list/its-totes-the-best-hun-cal-froyo-san-mateo] Jul 2010

whevs exclamation very informal whatever: used as a sign of rude indifference
Gimme your number (on here, message or text – whevs). [http://www.facebook.com/group.php?gid=286027300060] Jan 2011

About new words