Writing an Advertisement

8. Preparing Artwork

The final version of the ad must be turned into artwork for the printer. Artwork can be typed, drawn or printed material - as long as it is in black and white, clean and sharply defined. Ask the publication what artwork is required.

8.1 DIY artwork is possible. Wording and layout can be done on your computer, but the quality of the print must be good.

• Special 'repro' paper is advisable. For drawings, use 'artboard' from an art shop.
• Local printers will typeset text and prepare artwork. Or you can use an artwork studio.

8.2 You can leave the preparation of your ad to the publication in which the ad will run.

• Layout and setting costs may be included in the price of the advertising space. This sounds like a bargain. But saving a little on design could cost you a lot in sales.

8.3 Check a proof copy of the ad before the publication goes to print.

• Make absolutely sure that the wording, layout, typefaces and the contact details are correct. Once you have signed off the proof, any mistakes are wholly your responsibility.