A Guide to Digital Ad Acceptance
I think we can all agree that the DDAP's (Digital Distribution of Advertising for Publications) credo of "Universal Exchange of Digital Advertising through Open Process Integration and Accredited Stan-dards" provides a fine target for the industry at large. But unless Billy Bob's Obsolete Dipsticks in Bofunk, USA decides to use Saatchi & Saatchi for his 1⁄12-page ad for Junkyard Illustrated ... well, we may have to make some compromises.
Here's how I've defined Easyrid-ers' digital ad categories:
Preferred ads are bulletproof and require almost no intervention from my staff. These ads include TIFF/IT-P1, TIFF, EPS, PDF/X-1 and properly prepared PDF files. Each file accompanies a high-end digital proof made from the file. We preflight the ad (full or fractional) and import it to page layout. There's no charge back to the advertiser.
An acceptable ad requires slightly more intervention, but at least it has been prepared with professional industry standards in mind. Examples include native Quark-XPress or InDesign files with all images (at least 200 ppi resolution) in CMYK, and items such as clipping paths turned on. All of the fonts have been embedded, and the ad has have been preflighted before submission.
While it's an arbitrary number, I don't like to see any ad with more than 12 images in the file, and the file must be accompanied by a high-quality digital proof.
Files created in Illustrator or FreeHand are also acceptable, as long as images are high-res CMYK and all fonts are turned to outline.
If you're going to accept these ads, make sure that your advertisers are aware that they should either go back to a prep shop and spend the money to get a "Preferred" ad, or they will have to shoulder the responsibility if something should go awry. Acceptable ads may carry a premium charge of between 0 and 10 percent.