Conscious Choice Seattle: Technical Information

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Technical Information

For optimal reproduction, submit your “camera-ready” copy electronically as a Mac-compatible tif, or pdf. Since we are unable to accept font files, you must embed fonts or convert them to outlines. Graphics must be included, not linked, in pdf files. We do not accept doc, pub, or other native formats. Resolution for grayscale and color images submitted electronically should be 300 dpi; monochrome images should be 1200 dpi. Mail or fax us a comparison copy so that we can ensure that our output matches yours. We accept ads by e-mail, ftp or cd. Contact us for details. Layout and production are done 100% electronically, so all “camera-ready” ads not submitted in the above forms are scanned and converted to electronic files. There is no charge for resizing, bordering, or scanning your ad or any component of it.

Display advertising must match our modular sizes; if it is not the correct size when submitted, it will be resized and/or rebordered as necessary.

Color advertising is only accepted in the electronic formats listed above. Colors must be edited to a CMYK format. Small fonts (less than 14 points) built from multiple color layers will appear somewhat fuzzy in print. We recommend that all smaller text be created from a single color layer or black. A high-quality matte-finish digital proof must be included with four-color ads. If no such proof is supplied or a low-quality color proof is supplied (i.e. desktop inkjet or color laser), the publisher will not accept responsibility for incorrect color balance.

Files over 5mb will need to be sent to us via FTP. Please call for FTP information

When submitting hard copy:
1) Use laser or better quality paper.
2) Whenever possible, leave a blank space in the layout for any gray-scaled component (photo, logo, etc.) and submit it separately. We will scan and insert the graphic(s) into your scanned layout at no charge.
3) Screen ("halftone") ads including any gray-scaled component at 100 lpi or 200 dpi. If halftones are not submitted in exactly the size they will be printed, reproduction will be poor. (Plain black and white ads can be at 1200 dpi.)
4) Dot gain: 20%. Gray tones are created by placing black ink in dot patterns; since the dots of ink are placed on newsprint (a relatively porous surface), you need to account for the dots increasing 20% in size. If the dot pattern is not correct, the results will be dark and/or smudged.
5)Screen density: minimum 10%; maximum 60%. Screens greater than 60% can fill to solid black; screens less than 10% will not register as gray.

We do not accept negatives of ads.

Reverse Type: Do not use white on black or gray (reversed) type with fonts smaller than 12 point (or 14 point for color ads). Reverse type is created by surrounding the “white” letters with ink. As the ink expands on newsprint, the letters become smaller. In the case of color, the letters are surrounded by up to four separate imprints of ink, which will not always be in perfect registration, resulting in fuzzy letters; therefore, we do not recommend reverses in color ads, except for large fonts (16 points or higher).

Technically challenged? Leave it to our professionals! There’s no charge for display ad design. To help make the process of submitting advertising as simple as possible, we can create your display or Display Classified ad for you. If you have a specific design in mind, please draw it to scale, indicating how you want it to look to whatever extent you have specific ideas. If you have explicit requirements (e.g. a rounded border, particular fonts, bold words, or placement of a graphic), please indicate these on your mockup. We will match your layout as closely as possible while creating a clean, readable ad. If you don’t have any firm layout ideas, we will happily design an attractive ad for you; just provide us with the copy and graphics. Sorry, we are unable to offer proofs unless special arrangements are made at least one week in advance of ad deadline.

Ad design for Display Classified ads is $35. Color is an additional $30.

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