Advertisers File Submission and Specifications Guides

Electronic File Submission Guidelines

These are the acceptable methods of sending complete ads to The Washingtonian magazine. Font and transparency issues, and low resolution graphics are the most common errors.

The following guidelines will help ensure that you send everything we need to reproduce your ad. Failure to follow these guidelines can result in loss of agency discount.

1. WHAT TO SEND

• The digital ad file (see section below on Acceptable File Formats).
• All support files (images & graphics), linked and updated.
• The screen and printer fonts used in the layout file and support files.
• A proof of the ad. For black and white ads, send laser copy or a fax (202-785-1822). For color ads, send a color proof or a color laser proof. (Faxes sent for color ads can be used for checking type accuracy only.) There may be an extra charge to make a color proof for ads submitted without a proof.

2. HOW TO SEND

• Scan the files for viruses before submitting your files. We will not accept infected files or files submitted on infected disks.
• E-mail completed advertising files to readyads@washingtonian.com.
• FTP. Contact your Washingtonian sales representative for instructions to place your ad on our FTP site.
• For both FTP and e-mail submission, give the advertiser’s name to your ad file or folder; do not call it “Washingtonian.”
• A proof must be faxed (202-785-1822) or mailed when an ad is transmitted digitally to The Washingtonian. Please direct it to the attention of your sales representative. PDFs are unacceptable as proofs since they still require the magazine to output an accurate version.
• Deliver media. We accept CD-ROM disks, and 100 or 250 MB Zip disks. Zip disks will be returned after the issue is published if a return address is clearly marked on the media. For guaranteed return, please enclose a completed mailing label.

Send to:
Washingtonian Magazine
Attn: <either your sales rep or Carolyn Harries>
1828 L Street, NW, Suite 200
Washington, DC 20036

3. ACCEPTABLE FILE FORMATS

• PDF see below for more information on PDF specifications.
• Adobe InDesign (Advertisers who use InDesign’s transparency features must either submit native files or use our PDF export settings. InDesign CS3 | InDesign CS2 | InDesign CS)
• QuarkXpress
• Adobe Photoshop (in order of preference)
  PDF: We prefer to receive Photoshop PDFs. In order to preserve “font-quality” type in your Photoshop PDF, you must use our PDF export settings. Photoshop CS3 | Photoshop CS2 | Photoshop CS
  PSD or LAYERED TIFF: In order to preserve “font-quality” type in your layered TIFF, fonts must be supplied for output. If no fonts are supplied in a layered TIFF, the file will be flattened, compromising the type quality.
  TIFF and EPS: Type in flattened Photoshop files is of noticeably lower quality than other file formats. “Font-quality” type can only be preserved by submitting a PDF or layered TIFF with fonts (see above). If the file is already flattened, the TIFF should be at least 300 dpi; type-heavy ads should be 600 dpi.
  
• Adobe Illustrator (with type converted to outlines)
• EPS (non-Photoshop)
• TIFF (at least 300 dpi; type-heavy ads should be 600 dpi)
• TIFF/IT-P1 (files for full-page or spread four-color ads)

4. UNACCEPTABLE FILE FORMATS

• Adobe Pagemaker
• Microsoft Publisher
• Microsoft Word
• Microsoft PowerPoint
• Native Freehand
• Native CorelDRAW

It is highly recommended that a phone call be made to the Production Manager (Cathy Dobos, 202-862-3505) to discuss compatibility before a PC file is submitted.

5. PDF SPECIFICATIONS

PDFs must meet PDF/X-1a standards. PDF/X-3 is unacceptable.

We recommend using Adobe InDesign CS2, Acrobat 6 or 7 to produce PDF files.

For quality-control purposes, advertisers who submit PDF files may be required to supply native files.

Disclaimer: These recommendations are given using the best knowledge that we have at this time. These are settings that have worked for our advertisers in the past, and may not cover all possible combinations of file formats. If your specific application is not listed, call the Production Department at 202-296-3600.

Click on the bulleted link to download a document that shows you the correct settings to create a PDF from your application.

• Adobe InDesign CS2
• Adobe InDesign CS
• QuarkXpress Version 7
• QuarkXpress Version 6 (Distiller)
• QuarkXpress Version 6 (Export)
• QuarkXpress Version 5
• QuarkXpress Version 4
• Adobe Acrobat Distiller (Version 7)
• Adobe Acrobat Distiller (Version 6)
• Adobe Photoshop CS2
• Adobe Photoshop CS
• Adobe Illustrator CS2
• Adobe Illustrator CS

6. FONTS

• We prefer that you use PostScript Type 1 fonts or OpenType fonts.
• TrueType fonts may be used, however The Washingtonian reserves the right to substitute PostScript Type 1 fonts if problems arise.
• Multiple Master fonts are not recommended. They may not image properly in computer-to-plate printing.
• Pseudo-type commands should not be used (i.e., if italics are desired, then the italic version of the font should be used.)
• If possible convert the fonts in your ad to outlines to eliminate the need for supplying or substituting fonts. Before submitting, check document's fonts to ensure that no unnecessary fonts are left in there.
• We may have to substitute Mac fonts in files from Windows computers. If a perfect match cannot be found, the magazine will fax a proof for client approval.

7. IMAGES

• Images should have an effective resolution of 300 dpi.
• Only TIFF and EPS format files are acceptable. JPG format files are unacceptable.
• CMYK or grayscale files are acceptable. RGB, Lab or Index color files are unacceptable.
• 72 dpi images, or images downloaded from a web site, are of unacceptable quality for magazine printing. Please call the Production Manager to discuss specifics.
• Scan your photograph or transparency as close to to the actual reproduction size as possible; a 20% margin plus or minus is optimal.
• Please avoid sending unnecessarily large high-resolution images.
• Do not select “Include Halftone Transfer Screen” or “Include Transfer Function” options for Photoshop EPS format files. Do not save EPS files with JPEG encoding; use Binary. Do not embed an ICC color profile.
• Any scans done by the Washingtonian for agency-supplied ads will be charged back to the agency/client.

8. NOTES

• All colors must be CMYK or grayscale. No RGB, Lab or Index color. Tints and color type in four-color ads must be produced in a CMYK equivalent.
• Whenever possible two- and three-color ads must be reproduced in a CMYK equivalent. If it is not possible to achieve a match in CMYK (e.g. a metallic color) call the Production Manager early so we may be aware of the need for a special-ink unit at the press.
• Do not submit color files for black and white ads.
• Black and white images and objects should be grayscale, not the black channel of CMYK.
• Be aware that type in Photoshop, TIFF and some EPS format files will be of noticeably lower quality than other file formats. For high-quality type in Photoshop (.psd) and layered TIFF files, you must include the fonts and never use the "Faux bold" and "Faux italic" options. Violation of both or either of these guidelines will result in lower-quality type. In order to preserve "font-quality" type in your Photoshop file, you should use the PDF export settings availabe on this web site.

9. CONTACTS

• E-mail completed advertising files to readyads@washingtonian.com.
• Fax Number: 202-785-1822.
• Cathy Dobos, Production Manager: 202-862-3505; cdobos@washingtonian.com.
• Paul Schlosser, Systems Manager: 202-862-3511.
• Paul Chernoff, Director of Information Technology: 202-862-3504.
• Questions for Advertising Dept: 202-296-1246; washads@washingtonian.com.

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