1) Ad must be digitally ready.
2) Advertising must be emailed or uploaded with ftp.
3) Advertising must be either a press resolution PDF file with fonts embedded or a 300 dpi tiff or jpeg file. A PDF file is recommended (see #8).
4) Ad must be greyscale or if color CMYK (not RGB).
5) Black text must be 100% black, with no underlying cyan, magenta or yellow. 100%K – 0%C – 0%Y – 0%M. This will avoid other colors showing up around the edges of your print. This is especially important for small text.
6) If a color Ad contains RGB (or anything else besides CMYK) images, the Ad will have to be turned into a tiff or jpeg before it can be printed. So make sure your color Ad images are all CMYK. If your color Ad has a grey image, make sure there is no color in it. The grey will print out as an unusual color. (see #7)
7) If your Ad is greyscale and it contains RGB or CMYK, it might appear to be grey on the computer screen, but your images may turn green or some other color that would not look good to you. These are tricky to spot because they look grey. We usually will find these Ads and also turn them into tiff or jpeg files so that they print correctly. Sometimes, one will sneak through and an Ad will have someone with a green alien look to their face. We will not compensate you for this, but will advise you to use greyscale next time.
8) A PDF file will have better looking fonts than a tiff or jpeg file. This is because pdf files use smooth lines and tiff files use dots for the letters. It is a subtle difference but you can tell when you look closely. There will be a marked difference when our magazine is posted online. The tiff may appear blurry and the PDF will be clear and crisp.
9) PHOTOSHOP: If you make a PDF file in Photoshop you must leave the fonts in layers and not flatten the file. If you flatten the file, the letters will be made with dots. To avoid the dots, do not flatten the layers, and when saving as a PDF file: for Encoding choose JPEG and Maximum, checkmark Include Vector Data and choose Use Outlines for Text. The fonts that are used cannot be artificially bolded or italicized. For example, you must choose Helvetica Bold instead of bolding Helvetica.
Also if the file is very large, try saving as a Photoshop EPS file and then distill it with Acrobat Distiller. This should yeild a much smaller file. For Distiller, be sure to use the Press Resolution preset.
10) WORD: If you are creating an Ad using Word, sending us a .doc file is not sufficient for a digital ready Ad because of font problems and unexpected layout changes. We need to be sent a PDF version of your Ad, so that you can see and approve the PDF version of what your Ad looks like, and so that we get the correct layout and font appearence for your Ad. Creating a PDF is easy and will give us a WYSIWYG (what you see is what you get) view of what your Ad should look like. So, sending us the PDF version of your Word created Ad is very important.
Unfortunately, Word PDF Ad files will usually crash the printing of the page they are on. So, we also need to get a Postscript version of your file that we can convert into a PDF that will work correctly for us and give you the highest quality appearence for your Ad.
Here is what you need to do if you are using Word:
If you are using Mac version, simply go to File, Print and then click on the PDF button on the lower left and choose Save as PDF. Word will then produce a PDF file. You can then open the PDF file and view it with a PDF viewer. This is the version of the Ad that you need to approve and it must be checked for correctness. If you like what you see, then print again, click PDF button and this time choose Save as Postscript. Give the file a name and then send both the PDF and the Postscript (PS) version to us.
If you are using Windows and Word, creating a PDF may not be an automatic option. One free PDF creator that can be downloaded is PDF995. So, you would download and install PDF995 and, following their instructions, create a PDF file for your Ad. You can then open the PDF file and view it with a PDF viewer. This is the version of the Ad that you need to approve and it must be checked for correctness. If you like what you see, then go to File and Print. Select pdf995 as your printer and select “print to file” when printing to pdf995. The result will be a postscript file with a .PRN extension. Give the file a name and then send both the PDF and the Postscript (PRN) version to us. (If you print to file with any postscript printer you wll get a Postscript (PRN) file for your Ad.)