Ad Specs

Production Specifications

• Total ink density of no more than 280-300%
• Dot gain of 28%
• 150 line screen
• 50# paper #4 sheet, 76 bright
• Line art at 1200 DPI
• Photos at 300 DPI

Fine Rules and Small Type
Rules that are 4 points and thinner and small type (e.g., sans serif type that is 10 points and
smaller; serif type that is 12 points and smaller; and fine-serif type, such as Bodoni and scripts,
that is 14 points and smaller) should be reproduced using one color only. These elements
should never be reversed out of a four-color background or image.

Reversed Rules and Type
"Reverse" refers to type and graphics that are reproduced by printing a background tint or
imagearound their outline to form the shape of the rules, type, and art while allowing either
the underlying paper or one or more process colors to show through.  We recommend you
do not reverse fine rules and small type out of more than one color. Reverse type should be
no smaller than 10pt.

Rich Black
When a rich, solid black area is required, the recommended values for this area would be
Black – 100%          Cyan – 40%          Magenta – 0%            Yellow – 0%

Proofs
Advertisers are strongly encouraged to submit SWOP compliant proofs (mathcprint is one kind) for color matching.
Note: Standard ink jet or laser proofs aren't suitable and can be used for copy checking only.