Ad Copy 201

As desktop publishing has become more commonplace, many companies
are electing to produce their own ad copy in house. If your company is one 
of them, or if your company is using an outside advertising agency, the 
following information will define for you the media, software and file formats 
The Lutheran Digest is prepared to handle. 

Acceptable electronic media:           Floppy disk
                                                       Zip disk
                                                       CD-ROM disk
                                                       Email attachment 

Acceptable native application files:   Photoshop
(both Mac and PC platform)            Illustrator 
                                                       Freehand
                                                       Pagemaker
                                                       Quark
                                                       InDesign
                                                       Microsoft Word
                                                       Microsoft Publisher
  
Acceptable file formats:                   filename.eps (encapsulated postscript)
(both Mac and PC platform)           filename.tif (tagged image format)
                                                      filename.pdf (portable document format)

NOTE: All files must have a minimum of 200 dpi (dots per inch) and be no   
larger than 2 megabytes.


NOT ACCEPTABLE file formats: filename.html (hypertext markup language)
(web file formats)                         filename.jpg (joint photographic experts grp)
                                                    filename.gif (graphics interchange format)
                                                    filename.png (portable network graphics)
                                                    filename.swf (super web format)


While most advertising agencies today transfer ad data electronically, some still prefer to send paper (“camera ready”) copy. That’s okay, too. Our preference in this circumstance is to receive the copy on “RC paper” (a white Mylar-type paper with semi-gloss finish). We will do our best with copy on stark white paper from a laser (not inkjet) printer as well, but we cannot guarantee the results. Ad copy should be output to the size ordered without need for reduction or enlargement. Resolution for any camera ready copy is minimum 120 lines per inch …133 lines per inch preferred.


Floppy disks, Zip disks, CD-ROM disks and paper (“camera ready”) copy should be mailed to: 
                                 The Lutheran Digest
                                 P.O. Box 4250
                                 Hopkins, MN 55343-0495

It is helpful if “Ad Copy” is written in the lower left-hand corner of the envelope.


Email attachments should be directed to:

                                 adcopy@lutherandigest.com