Digital-ad specifications

Introduction
What is PDF and why do we use it?
How to make a PDF file
How to electronically transfer the PDF file to us
Who to call with questions

Introduction
Digital Files in PDF format are accepted for display advertising. The original file must be created in accordance with all of the Printing Specifications. Failure to follow these guidelines may result in an ad that includes reproduction errors (such as missing or illegible text, font substitution, missing graphics, or color quality problems), or an ad that cannot be printed at all because of PostScript errors. Advertisers choosing to provide digital ad materials assume full responsibility for the content of the final printed ad.

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What is PDF and why do we use it?
Digital files in PDF format are accepted on disk media or transmitted electronically. PDF (Portable Document Format) provides a standard way for digital files to be shared between designers and printers. PDF files include all of the images and fonts necessary to print the ad, are cross-platform compatible (Mac, PC or Unix), minimize file size, take less time to transmit electronically, and protect design integrity when the ad is imaged.

If you do not have access to Adobe Acrobat Distiller (version 3.0 or higher), have an imaging service bureau convert your file to PDF or output it to RC paper or film negative.

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How to make a PDF file
1. Create the original ad file, using your favorite software, and follow all the Printing Specifications. Remember to change all spot, RGB or LAB colors to CMYK Process before making your PDF.

2. Some newer versions of software are able to make PDF files directly. If you have this option available, follow the software instructions to make a PDF file. If not, follow the instructions in Steps 3 and 4.

3. Print the document (as a composite) to a PostScript file. It is essential to embed all fonts in the PostScript file (not just subsets).

4. Use Adobe Acrobat Distiller (version 4.0 or higher) to turn the PostScript file into a PDF file. Change the default preferences in Acrobat Distiller as follows:
— Compression: Change both Grayscale and Color Bitmap Images Downsample to 180 dpi.
— Fonts: Embed all fonts and subsets below 100 percent.
— Color: Turn off options Convert CMYK to RGB or Convert all colors to CalRGB, depending on the version. Also, make sure Leave Colors Unchanged is checked.

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How to electronically transfer the file to us
Electronically transfer your PDF file via ADSEND or Internet FTP:

1. Always fax a proof of this document to 425-339-3049, with this information:
— Your Sales Representative's name
— The electronic delivery method (i.e. FTP)
— The digital file name

2. If you have more than one, compress your PDF files as self-extracting archives (using any compression program such as Stuff-it or Zip-it) before transmitting the PDFs electronically.

3. Choose one of the following methods for transmitting the file. ADSEND or FTP are preferred for all electronic transfers.
— ADSEND service or information: call 1-800-TADSEND
— Internet, Anonymous FTP Access: ftp.heraldnet.com (To establish a password-protected FTP account for transmitting ads, contact your sales rep.)

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Who to call with questions
For additional information, please contact your sales representative or the Snohomish County Business Journal's advertising sales and support department at 425-339-3030.

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