Step by Step instruction to design a hard copy "Camera Ready Ad" on your computer

General explanation of Catalog Advertising Guidelines

File Formats

Cover Information

These instructions are for those who want to design their own ad and submit an electronic file.

Hardware & Software

We use : Apple Macintosh Operating System, QuarkXpress, Adobe Illustrator and Adobe Photoshop as our main publishing programs. If you do not have these programs, you can still create your own ad by submitting a "camera ready ad".

Scanning art work.

• Black and white artwork should have a resolution of 400dpi.
• Photos and grayscale clipart should be at least 200dpi.

Layout of Ad

The regular ad space size for a full page is 27 picas by 44 picas (4-1/2" x 7-1/4").

This is the ad space size, not the page size. If you will notice in the catalog, the ad does not take up the full page size. If you want to take up the entire page size, known as a full page bleed, the size is 5-5/8" x 8-1/2" plus add 3/16" to the right side of the ad for bleed. The ad rate for a full page bleed is greater than for a regular ad size. Ask your ad chairman for the rate increase.

In your desk top publishing program, make the document size 5-7/8" x 8-1/2".

In your preferences, set the measurements to:.

• Left hand margin at 3-1/2 picas (.583") from the left edge of the page.
• Right hand margin at 30-1/2 picas (4.924 ") from the left edge of the page.
• Top margin at 3-1/2 picas (.583" ) from the top edge of the page.
• Bottom margin at 47 picas (7.917") from the top edge of the page.

This will give an ad space of 27 x 44 picas (4-1/2" x 7-1/4").

If you are designing a half page or quarter page ad, merely divide the space appropriately.

Designing the ad

Then type the copy into your computer layout space.

Make the type the font style and point size you desire.

Most important is for you to have someone proofread your ad for you. We can make obvious typo changes in your file, but we may not proofread your ad.

Suggestions for design.

Use no more than two font styles, unless you have a good design reason for more. One good reason is for business names or logos.

DO NOT set a script style in ALL CAPS.

DO NOT set the whole ad in ALL CAPS.

Please read the "File Formats" page for more information