Non Standard Advertising file formats

Colour Splash recalls a publisher had a page production process, which indicated that advertisements could come into all areas of the business in a variety of ways and formats.

This can be a very dangerous mode of operation.

Here are just a few of the pitfalls in this method of production causes:

  • Multiple file formats – no standard
  • Adverts getting lost, wrong adverts inserted because of loss
  • Loss of revenue because an advert is not published
  • Late pages
  • Adverts not stored correctly for future insertion to its products
  • Stressful working environment
  • More staff required to manage the workload
  • Poor quality reproduction when two adverts of differing profiles are printed side by side.
  • Finally loss of confidence from advertiser

The advertising departments preferred to receive adverts in PDF format but would accept virtually anything. The following file types were commonly received: Tiff, EPSF, jpeg, PDF, and proprietary software such as Freehand and Adobe illustrator, which would be provided with all elements and a layout. This was received with a view that if the PDF was not OK the publisher had all the elements to recreate the advert.

This can be quite useful providing the correct version of the saved advert is used to re-create the advert, imagine the disaster if the wrong advert was recreated. Colour Splash believe it is better to receive PDF's so no change can take place and that the responsibility of the adverts integrity is with the Agency or Supplier

It should be noted that no advertisement that was received was colour profiled and no profile was added before production. With a PDF workflow the addition of ICC profiles can be implemented smoothly.

Colour Splash Recommendation

With the exception of PDF, all of the above formats are cumbersome to use and unsuitable in a busy newspaper environment.

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