When supplying artwork the following guidelines may help:
1. The best format to supply is as a tiff file. This means that there is no risk of missing fonts, low res images.
2. The minimum resolution acceptable for print is 300 dpi.
3. Check that all the images within your advert are 300 dpi or higher. There is no point in supplying an ad that overall is 300dpi if the pictures within it are low resolution.
4. Your advert will look different in print to on screen. Screens are back lit and generally look brighter, and as every screen is different to the next - it will show an untrue representation of the final printed version. Screen colours don't exist in print. It is important to understand this and design for print, not for screen. Make sure you don't have any nasty colour shock results by designing and saving your advert in the colour mode CMYK (print colours) rather than RGB (screen colours).
5. To get a rich dark black background to your advert make sure your black is made up of all four print colours... CMYK (C=cyan M=Magenta Y=yellow K=Black). Using black (K) on it's own will only produce a matte lighter black. See it like adding several layers of paint to your wall, the same applies to ink and the print process. The perfect colour combination for a rich black is C=30% M=30% Y=30% K=100%
Useful Terminology:
BLEED SIZE: Refers to the necessary extra designed area that runs off the edge of your full or double page. If this is not there and you design your ad exactly to the size of the trimmed page then you'll be left with a white line around the edge of the ad when the pages are cut to size.
TRIM SIZE: The final size of a printed piece once it's been cut to specification.
TYPE SIZE: The maximum space in which any important type or logos should be kept within
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