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Deadlines
Preferred deadline for the receipt of all advertising
materials is Friday, seven days before publication. Materials and
space reservations will be accepted, however, until 5 pm Monday,
week of publication. When space has been reserved and paid for by
Monday, camera-ready materials can be accepted until 4 pm Tuesday,
week of publication. Electronically submitted ads for which space
has been reserved must be received by 1 pm Tuesday. Cancellations
and changes cannot be accepted after 5 pm Monday, week of publication.
For advertisers wishing to approve a proof, the deadline
is noon Wednesday, nine days before publication.
Major holidays that are celebrated on weekdays generally
cause the deadlines to fall one business day earlier.
General Policies
The Reader’s credit policies are unusually
strict. Payment in advance, by the Monday prior to Friday
publication, is required of virtually all advertisers. A 5% discount
is allowed for this prepayment.
A $25 fee is charged for all returned checks.
The Reader does not charge for normal typesetting
and layout work, nor for the sizing and/or screening of photographs
and most artwork.
The rates outlined in this rate card apply to advertising
for retail stores and services, real estate, restaurants, clubs,
theaters, and other local enterprises. A separate national rate
card lists charges for national advertising.
Advertisers offering adult services (such as telephone
talk lines) are subject to special rules and restrictions regarding
content, deadlines, payment, price, and size. These policies are
not included in this rate card but are available on request.
The Reader reserves the right to refuse any
advertising and to approve all ad copy.
Display Mechanical
Information
The following information is intended for advertisers
and agencies providing camera-ready materials.
General Information
If ads are to run in both the Reader and the Reader’s
Guide, we must receive two sets of camera-ready materials.
Because the Reader and the Reader’s
Guide are printed on newsprint, the use of overprints,
reverses, and extremely fine type is discouraged; the results of
their use cannot be guaranteed.
Also be prepared for considerable dot gain (10-15%)
when the image is reproduced; generally, screen values of 85% or
greater will reproduce as solid black.
All ads smaller than full-page must be bordered to
their exact dimensions. A minimum hairline border on all four sides
is required. When the border submitted is an incorrect size, we
will reborder to fit. Ads smaller than full-page never float and
never run without a border.
Artwork, pictures, and other graphic materials supplied
by the advertiser are saved until the end of each calendar year,
at which time they may be destroyed unless specific instructions
for their return have been received.
Ads submitted electronically
Preferred form of submission is an Adobe Acrobat PDF file (generated
with embedded fonts and halftone resolution set at 180dpi) sent
via the Reader’s Web site at chicagoreader.com.
Contact the display ad department to set up this process. Ads can
also be sent through the AP Adsend service, via the Reader’s
ftp site, via a MIME-encoded e-mail file attachment, or on disk.
Color ads should not contain any RGB images.
Spot-color ads should be submitted as both a composite
PDF file and a separated file.
Four-color ads should be submitted as a composite
PDF file.
Ink density should not exceed 250%. Gray-component
replacement significantly improves color quality. Four-color ads
should be submitted well in advance to allow time for inspection
and, if necessary, correction.
The Reader will not accept ads in any format other
than an Adobe Acrobat PDF file.
Ads submitted as hard copy
Black-and-white ads can also be submitted as a print-out or film
negative.
Original imagesetter output (1200 dpi) is ideal.
Halftones and screens should be 85-line (lpi) for
prints and can be up to 100-line for film negatives. (Even coarser
screen frequencies could be preferable on laser paper prints.)
Laser prints are also acceptable, if prepared on wax-impervious
paper. We currently use Weyerhaeuser First Choice premium paper.
We do not suggest laser paper for ads that will appear for more
than one week. Laser prints from a color, wax-ink printer are not
acceptable.
Film negatives should be one piece, right reading,
emulsion side down and should be accompanied by a positive print.
Two-color ads should use the same specifications
as black-and-white ads, but with the second color on an entirely
separate piece, and register marks on both pieces indicating how
the colors align.
Four-color ads can be submitted as a set of four
film negatives (right reading, emulsion down), using a maximum of
100-line for screens. (Coarser halftone screens produce less dot
gain on newsprint. Use discretion in selecting appropriate screen
rulings for subject matter.) Progressive proofs on newsprint are
preferred but other types of proofs are accepted.
Ink density should not exceed 250%. Gray-component
replacement significantly improves color quality. Four-color ads
should be submitted well in advance to allow time for inspection
and, if necessary, correction.
Two sets of negatives and proofs must be provided for ads appearing
in both papers.
Liability
The order or request for all advertisements shall
be deemed to be a representation to the Publisher by the agency
and advertiser that they are properly authorized to publish the
entire contents and subject matter thereof. It is also understood
that when advertisements containing the names, pictures, and/or
testimonials of persons, whether living or dead, are submitted for
publication, the order or request for such publication shall be
deemed to be a representation by the agency and advertiser that
they have obtained all necessary written consent for such use. In
consideration of publication of an advertisement, the agency and
advertiser, jointly and severally, agree that they shall indemnify
and save the Publisher, its officers, agents, and employees harmless
from and against all damages, losses, liabilities, and expenses
whatsoever, including, but not limited to, (i) reasonable fees of
counsel selected by the Publisher and (ii) losses a) resulting from
the acceptance of any advertisement, b) resulting from any delays
in publication, c) resulting from all claims, demands, suits, actions,
or proceedings arising directly or indirectly from the publication
of any advertisement (including, but not limited to, claims or suits
for libel, infringement of copyright or trademark, unfair competition,
plagiarism, or violation of right of privacy), or d) based upon
or arising out of any matter contained in any advertisement.
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