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Ad
send
A national service that provides the transfer of ads electronically
to newspapers. |
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Broadsheet
A standard full-page newspaper size with an image area
of 11.5 inches wide by 21.5 inches deep. |
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Camera-ready
ad
A complete ad, on high-resolution paper, ready to be placed
in position on the page. |
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CMYK
(cyan, magenta, yellow, black)
The subtractive primaries, or process colors, used in
color printing. Black is usually added to enhance color
and to print a true black. |
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Color
balance
The amount of cyan, magenta and yellow needed to produce
a good reproduction with gray balance and satisfactory
overprint colors. |
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Digital
ad
Ad produced on a computer desktop; must follow our digital
ad guidelines. |
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Double-truck
ad
Consists of two full-page ads that are on facing pages.
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Dots
per inch
The actual number of dots of ink generated by the halftone
process contained in our inch of an image. Digital images
measure pixels per inch or centimeter. The recommended
pixels per inch is two times the accepted dots per inch
to achieve the desired resolution. |
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DPI
(dots per inch)
A standard printing term referring to the number of rows
of dots per inch. Also called LPI or lines per inch. For
ads running on newsprint, use 85-100 dpi; for glossy inserts,
use 133 dpi. |
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Dot
gain
In the printing process, each dot in a screened area (such
as a halftone) increases in size by 30 percent due to
the way ink is absorbed by newsprint. See mechanical requirements.
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Duotone
Art rendered in two colors, ie. black plus one color,
with midtones of varying densities of the combined colors.
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Dummy
layout
A detailed layout showing how the various typeset elements,
illustrations, etc., will be arranged. |
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EPS(Encapsulated
PostScript)
A file format used to transfer PostScript image information
from one program to another. |
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Film
negative
A piece of film with a reversed image, in which dark areas
appear white, and vice versa. |
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Font
Refers to the style of type used. Fonts come in three
basic families: serif, sans serif and script. |
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Four-color
process
The process of reproducing a color image using four inks
(cyan, magenta, yellow and black). See mechanical requirements.
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Frequency
The number of times an ad runs in the newspaper (or other
media) in a given amount of time. |
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Gradation
A smooth transition between black and white, one color
and another, or color and the lack of it. |
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Gray
balance
The proper amount of cyan, magenta and yellow to produce
a gray scale with no apparent dominant hue. |
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Halftone
A photograph or art converted to dots so it can be printed
on a press in one color, generally black, with midtones
of varying densities. |
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Inserts
Separate advertising that is inserted into the newspaper.
Full-run or ZIP code distribution is available every day.
This is a useful way to target specific geographical areas
within San Diego. |
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JPEG
(Joint Photographic Experts Group)
A group that has established a standard for the compression
of bitmapped, scanned and rendered color images. |
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Kerning
The individual spaces between letters. Large type often
requires manual kerning to keep the spacing equal. |
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Kilobyte
A unit of measure (K) of digital information corresponding
to 1,024 bytes. |
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Line
art
Black and white art with no midtones (grays). Generally
refers to logos and pen and ink illustrations. |
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Megabyte
(mb)
A unit of measure of stored data coresponding to 1,024
kilobytes or
1,048,576 bytes. |
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Moire
In printing, the undesirable screen pattern caused by
incorrect screen angles of overprinting halftones. |
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Pixel
The smallest proportion of a picture for which information
is stored. Pixels are made up of bits. The smallest distinct
unit of a bitmapped image displayed on a screen.
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Pixels
per inch / pixels per centimeter
Resolution standard for digital images. In many newspapers,
files may contain no fewer than 170 pixels per inch to
achieve the highest resolution desired for printing. |
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PPI
(pixels per inch)
Refers to computer image file size. Also known as "resolution."
Literally, PPI is the number of pixels per inch. The PPI
resolution for images to be printed in the newspaper should
be at least 170. See digital output guidelines. |
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Registration
The alignment of different (color) films and printing
plates to produce one printed image. |
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RGB
(red, green and blue)
These are the additive colors. |
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Run
of press (ROP)
Run of press refers to an advertisment that is included
in every edition and every market of the newspaper. |
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Screen
angles
The angles at which halftone line screens used for four-color,
three-color and two-color reproduction intersect, measured
in degrees. If these screens are not placed at specified
angles, a moire pattern can result. |
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SAU
(Standard Advertising Units)
A newspaper industry standard of display-ad sizes using
standard column widths. See mechanical requirements. |
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Spot
color
The adding of a color (other than black) to ads for the
purpose of creating greater readership of that ad. Ads
containing spot color may use one or two colors plus black.
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Tabloid
A section with a page size that is half of a broadsheet.
Note: Due to our press configuration, tabloid layout size
differs slightly from tabloid print size. See tabloid
mechanical requirements. |
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TIFF
(tagged image file format)
A file format for exchanging bitmapped images (usually
scanned images) between applications. |
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TMC
(total market coverage)
Usually consists of placement of an ad in a combination
of a paid circulation newspaper and a free distribution
product (which usually contains certain generic parts
of the newspaper and advertising) sent to non-subscribers. |
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Velox
A term derived from the trademark "Velox Print" for a
high-quality screened photographic print used in the preparation
of "line-art" mechanicals. |
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