Sunday, June 13, 2010

What's In A Printed Ad?

You've decided to buy a newspaper or magazine ad to help advertise your business. You probably know the size of the ad, but do you know whether or not the newspaper or magazine will allow you to submit your own advertisement, or is designing the ad part of the ad purchase agreement? If you can submit your own ad, do you know what resolution is required? Do you know if the newspaper or magazine prefers a certain file format, and what that format is or how to create it? Do you know if you can submit an RGB (three-color) photo and still run the ad? If not, can your designer convert the photo from RGB to CMYK (four-color) without forgetting to adjust the black level? Does the newspaper or magazine have the fonts you want to use? Can you make a .pdf that will embed your fonts? Does the newspaper or magazine prefer you submit the ad through e-mail or FTP?

Your contact at the newspaper or magazine will have these answers, and hopefully I've asked some questions you haven't thought of. A professional graphic designer or production designer will either know these answers or know who to contact to get them. Also, by working directly with the designer, you ensure the ad will look exactly the way you want and begin a professional relationship that will help keep you looking great in print.

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