Print Advertising Tour

The APS Process

The flow of an advert through our system is controlled by AdFlow.

We can use this to see how many adverts are currently in the system, which ones are being worked on and which ones are outstanding.

AdFlow only displays adverts for the next 60 day period,
this is usually around 25,000 adverts!

Adverts per 60 day period

Our aim is to process all adverts within 48 hours of receiving copy whenever possible. This can only be achieved if we receive clear and concise copy instructions as early as possible.

Adverts with approaching print deadlines have to take priority, so if there is a large amount of late adverts and copy, we will be unable to process other adverts until these have been sent.

The Journey of a Print Ad

Using the correct copy indicator ensures the job will go to the right team

Click to enlarge

How long does an ad take to create?

The number of adverts worked on per designer on any given day will vary greatly depending on the size of the advert, the work involved and the publication in which it is to appear.
For example: A designer working on glossy magazine double page spreads may design 3 or 4 in a typical working day. Whereas a designer working mainly on lift and amend classified adverts or BMDs may get through as many as 30 or 40.

Types of Print Ad Booking

There are four main types of print advertisement and it is vital that you understand the difference because each method goes to a specifically skilled team.

1

Design Required

This is when a new design is needed. You will need to supply all elements: Full copy instructions, wording, photos and logos

2

Lift & Amend

Book as DESIGN REQUIRED.
Supply all NEW elements, detailed instructions and lift URN of the previous ad NOT A PREVIOUS PDF

3

Supplied

This is for ads which have been supplied by the advertiser. If these have not been sent in correctly according to the specification sheet you have supplied to the customer these will be rejected.

4

Lift

Lifts are ads which are exactly the same – the same size and design. These are processed semi-automatically 3 days before print.
Supply Lift URN Only
Do Not Send Copy
Do Not Send any Previous PDFs

Design Required

Keep it clean

Email your copy to the appropriate location –

AdService, LifeCopy, HertsCopy, LondonCopy, etc.
Your email must have the URN in the subject header for AdFlow to pick it up and your email must have something in the body of the email or AdFlow will ignore it – we suggest using the URN again

PLEASE clean up the email BEFORE sending it in –

Long email trails and conversations between you and the customer generally do not include copy instructions and can lead to confusion. If there is copy hidden amongst general chat there is a good chance it will get missed. Send ONLY RELEVANT information through to AdFlow

Remove all non-relevant emails and images from AdFlow BEFORE confirming

– AdFlow will include ALL logos and email signatures in the emails sent through.
We do not need four copies of the Archant logo or social media icons

Keep it simple

Double check copy BEFORE confirming in AdFlow

Did everything attach in AdFlow as expected?

Are all images large enough and of high quality?

Logos and images from websites will be too small and may be subject to copyright – send in BIG originals – Send vector, ai or eps files where possible as these are scalable and editable. Don’t be put off if you cannot open it, we will have the correct programs to be able to utilize its full potential. If images are larger than 17Mb please use dropbox as they will not go through the email servers

Documents from programs such as Power-point and Microsoft Word, etc. should be used to indicate COPY ONLY and CANNOT BE USED directly. In most cases the design can be vastly improved upon by us in the design studio – please “tactfully” inform the customer of this and indicate that we should “improve the design” in the copy instructions.

Be aware RGB screen colours will dull down in print, especially when used in newspaper publications

DO NOT SEND PHONE SCREEN SHOTS or SCREEN SHOTS OF PDFs etc.

Before

After

MAKE SURE ALL INFORMATION IS THERE – Don’t send in if awaiting copy or photos, etc.

Finished Print Ad:

What does good look like?

The designer will need all the elements to be supplied in a clear and concise way.

Instructions:

HEADLINE: Everything you need to furnish your home
3 USPs:
SPECIAL OFFER: 10% off all wedding list items sold in June
NEW bespoke wallpaper printing service. We can print your personal designs call now for details
VISIT OUR SHOP for soft furnishing, wallpaper, furniture, lighting, artwork, paint, flooring… and more
Call to action: 1895 654321 Bone Street, Camberwell, Intingshire IS1 8LO info@camberwells.co.uk  www.camberwells.co.uk

Attached files:

High Res Image

High Res Logo

Images from the internet will not be of high enough quality for print ads

What does Bad look like?

Poor copy instructions will delay your advert, and may result in the customer not seeing a proof

You know what I want”

COMMENTS

Jazz it up a bit”

COMMENTS

Take content from website”

COMMENTS

Make the colour turquoise”

COMMENTS

The advertiser is a sponsor of this event”

COMMENTS

Customer doesn’t like it”

COMMENTS

Make it bigger or bolder”

COMMENTS

Use these before and after images”

COMMENTS

Lift

Size is important

Check the advert you want us to lift is the same size as the new ad you have booked. These are processed semi-automatically 3 days before print.

  • Supply Lift URN Only
  • Do Not Send Copy
  • Do Not Send any Previous PDFs

 

TAKE CARE if changing OBA bookings. Adverts can override existing artwork if the OBA is changed

Lift and Amend

When you need an old job changed

  • Book as DESIGN REQUIRED
  • Supply all NEW elements, detailed instructions
  • And lift URN NOT A PREVIOUS PDF

TAKE CARE IMAGES FROM INTERNET WILL NOT BE OF HIGH ENOUGH QUALITY

This is what your copy instructions might look like

Lift and amend URN 697134XD Please find attached new photograph to replace main image in background of advert. All other details to remain the same.”

Supplied

Print Specifications

Everything you need to know about supplying print ads complete can be found at this website. It is a good idea to send this link to any advertiser or ad agency planning to create and supply their own artwork.

A Few Reminders

And don’t forget…

You have access to the Archant Colour Guide both as a physical printed copy and an online version at bit.ly/archantcolour
READ IT, USE IT AND SHOW IT TO YOUR CUSTOMER
ALWAYS PROOF TO CUSTOMER – You have the ability to look it up in AdFlow anyway.
If you are busy or out of the office with other customers, etc., you may not always be there to forward on the email to the customer, and the advert may get signed-off by the deadline before the customer sees it

The Colour Guide covers most of the problems you will encounter regarding colour and our printing process, such as RGB to CMYK, screen calibration, spot colours, multiple ink colours and registration issues.
Just give us a call if you have any queries

Colour Guide

corporate-poster

TOO LITTLE