Press advertising should be readable in the context of the publication and in accordance with its technical requirements. Before designing, it is worth agreeing on the format, deadline and scope of information to be provided.
Start with the publication site
Ask the publisher for the current specification: format, file requirements, deadlines and delivery rules. Do not assume that the settings from the previous title will be appropriate. Parameters may depend on the specific release and production technology.
A small advertising among many announcements needs a different hierarchy than the extended presentation material. The project should work in real size, not only on an enlarged board.
Select a surface-appropriate message
First, specify the subject, the recipient and next step. If the format is small, limit the content to the information necessary to understand the offer. Additional details can be found on the page indicated in the advertisement.
For example, information about the new service should clearly call its scope and way of contact. A long description of the company's history may take place for information that the reader needs to make a decision.
Prepare preview on target scale
Check the text size, contrast and image relation to the information. Make sure that the important data is not in the area exposed to trim or difficult reading. Please confirm technical details according to the publisher's specification.
Check before sending:
- the format and completeness of the file;
- correctness of names, numbers and contact details;
- the possibility of using photographs and characters;
- compliance with the agreed version;
- the operation of the given address;
- the date of delivery and the manner of acknowledgement of receipt.
Separate content acceptance from transfer to production
Select the person who approved the information and the person checking the file. The final version clearly indicates that the publisher does not receive a working copy. If the change has been made after the approval, recheck all the material.
The internet option of the same advertisement may require a different layout and active link. Keep a consistent character by adjusting the form to the site of publication. See selection of advertising formats and identification in print and on screen.
