northwestern and central Vermont
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The is a web keystone ad: 512 pixels wide by 200 pixels tall
Advertising in Green Living
Current Advertising Rate Sheet
|Spring||February 1||March 1|
|Summer||May 1||June 1|
|Fall||August 1||September 1|
|Winter||November 1||December 1|
|Full Page||7.1" wide x 9.6" tall|
|2/3 page||vertical: 4.6" x 9.6"|
|1/2 page||vertical: 3.4" x 9.6" or horizontal: 7.1" x 4.7"|
|1/3 page||vertical: 2.3" x 9.6" or square: 4.6" x 4.7"|
|1/4 page||vertical: 3.4" x 4.7" or horizontal: 7.1" x 2.2"|
|1/6 page||vertical: 2.3" x 4.7" or horizontal: 4.6" x 2.3"|
|1/8 page||3.4" x 2.3"|
We can usually make a web ad from your print ad, but if your print ad is large and uses small type, your ad's effectiveness will be reduced. We hold that it is possible to design an effective ad for both media, but you may decide that you want to reduce the verbiage for your web ad. Web ads that get the most play and attract the most attention are colorful -- color ads cost no more than B&W on the web -- and 256 pixels wide. A standard ad is 256 pixels high. We prefer .JPG, .GIF, and .PNG images. Web ads may be emailed directly to the Green Living Journal webster.
Green Living is deliberately close to the ground, because most of our readers and advertisers are intensely local and "do-it-yourself." With all the good software, easy-to-use electronic cameras, and plentiful free fonts and clip-art, it's easy for amateurs to make professional-grade ads. All you need to know is a little bit about formatting a successful ad. Here's a summary of what we've learned over the years:
Keep it simple. Don't try to tell your whole story in a little ad. You've seen ads in newspapers and in magazines like Green Living, so you know what looks good. Tiny text and fancy, spidery fonts don't work well, and photos need to be very contrasty or they end up looking muddy. Light colored or white type against a dark background works only if the type is LARGE. Color is slippery, and because you can make something look good on the computer screen doesn't mean it will look good when printed with four different ink colors in a high speed press on newsprint paper. We're always happy to take a look at an early draft of your ad and give you the benefit of our experience. We want your ad to look great.
NAMING FILES: Please name the ad file you send us with YOUR BUSINESS NAME or a sensible abbreviation thereof. We get a hundred files for each edition, and if every one is named "Green Living Ad," we get confused.
SIZE: Size your ad to fit the dimensions reserved (see the size list below). Otherwise, the ad will not fit, resulting in the advertiser not taking full advantage of the purchased space, or an extra charge for retrofitting. we always reserve the right to re-size your ad up to 5% of its size to get it to fit within our layout specifications, but if you're careful, your ad will fit perfectly without any resizing.
COLOR: DO NOT send a color file for a black-and-white ad! The algorithms used by printers to print B&W pages handle color files poorly, and your ad won't look good. Build your B&W ad, and save it, as a greyscale image! If you are preparing a COLOR ad, work in the CYMK color model that printers use. For clearest printing results, small-size text or fine lines should use black ink only (i.e. it uses BLACK, but NOT cyan, NOT yellow, and NOT magenta). Otherwise it may appear fuzzy and difficult to read. In both B&W and color, be especially careful with reversals -- light text or graphics on a dark background. Newsprint and high speed printing are not gentle with fine lines and small type in reversal.
IMAGES: please adjust images for newsprint printing, where dark areas tend to print darker and light areas print lighter than they appear onscreen. Our printer recommends: 10-15% highlight dot; 80-85% shadow dot. For example, in Photoshop, adjusting the output settings for a 30% average press gain will improve the readability of most images of acceptable contrast. Dark and low-contrast images will seldom print well no matter what you do.
FORMAT: We can ONLY accept press quality PDF and TIF files. (See details below for each file type.) Files smaller than 10 MB may be e-mailed to us at Ellen <at> GreenLivingJournal.com; files larger than 10 MB should be burned onto a CD and sent via regular mail.
FILE TYPES: Send High Resolution files ("Print Optimized" or "Press Optimized") of the following types ONLY. ALWAYS embed all FONTS, because there are so many and we may not have the one you've chosen.
PDF: Becoming the printers' standard for graphical exchange, these files use proprietary Adobe techniques to render very accurate images. This is our preferred format. Default PDFs may be low resolution intended for the Web, and seldom print well. Be sure to send us a press quality PDF, even though this makes for a large file. In building an ad graphic for a PDF, make sure you start with the correct paper size, so your ad will be the right size when we receive it.
TIF: High resolution bit-mapped files. 300 dpi works well for photos or grayscale images. 600 dpi to 1200 dpi works for plain text, black and white "lineart" or "bitmap" illustrations and logos. You can usually choose to compress a TIF file using LZW compression; this makes for smaller files with NO loss of detail or resolution. Images should be adjusted for printing on newsprint (See advisory above).
ALL OTHER FORMATS including MicroSoft Word documents, JPGs, and GIFs can NOT be accepted.
HARDCOPY: If you find you can't generate a PDF or TIF, and you have a good quality printer, you can snail-mail us a printout of your finished ad for scanning, but there will be a scanning charge.
EXTRA COSTS: If you your ad needs some work, final touches or adjusting, there will be extra charges. To avoid uncertainty, we will happily create your ad for you.
If you have any technical questions, e-mail Ellen@GreenLivingJournal.com or call and ask for .
Please e-mail ads to Ellen <at> GreenLivingJournal.com . Again, digital files should be named using YOUR business name (please don't name it "Green Living ad" as we need to identify the file as yours.)
Thank you! We're looking forward to receiving your ad.
Since many variables go into creating an ad (the concept, the actual words, the design), we can't give hard and fast rules about how long it will take. We can say this though: we have lots of experience producing effective ads and can make the process as easy, inexpensive, and painless as possible. We don't expect you to know any technical terms and our rates for doing the work are quite reasonable. (Contact your Local Ad Manager (email Ellen@GreenLivingJournal.com)for specific rate quotes.)
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advertising : Ellen Shapiro : 802.373.4006 : Ellen <at> GreenLivingJournal.com
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by Stephen Morris & Michael Potts, Green Living Journal
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