The Onboarding Process for Print Ads With Metro Parent and Chicago Parent

Print magazine advertising is a powerful branding vehicle. And, if you're showcasing your business in Metro Parent or Chicago Parent, you're about to harness that power.

But before revving those engines, get to know our print ad process. After all, our magazines are bimonthly. So you'll want a solid message to shine through those two months. And you'll need to be mindful of print deadlines (they're early and unbreakable!).

Here at the magazines' parent company, Zoe Marketing & Communications, we've been onboarding print magazine clients for 35+ years. In this blog, we'll detail the FAQs in a down-to-earth way, including:

• Who will I be working with, and how do I reach them?

• What information should I supply (art, copy, etc.)?

• What if I have my own display ad? What are the specs?

• What are my deadlines, and why are they important?

• How many proofs can I expect to review, and what input do I have on edits?

We're excited to spotlight your brand in our magazines. Read on to discover how it works.

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Who will I be working with, and how do I reach them?

Expect to work with 2 of our team members during your print ad process. We'll supply you with email addresses for both. Have questions? Reach out to either at any time, and they'll help.

1. Your digital marketing strategist

This is the person you signed on with. They'll get the ball rolling by reviewing the basic schedule for your print ads. They'll also send you your ads to review and approve.

2. Our sales assistant 

Say hello to your dedicated print ad guide. This person lets you know what materials you need to supply and, crucially, your deadlines. Whether you've signed up for one issue or many, they'll send you a detailed "deliverables" schedule — and email reminders along the way.

What information should I supply (art, copy, etc.)?

You'll receive that essential deliverables schedule, which outlines exactly what you'll need to give us. There are two options for supplying your ads.

Option 1: We create the ads for you 

We do this at no extra charge — so if you're unsure, we have you covered.

The message (words)

We'll send a form for you to fill out that asks some core questions. Based on your replies, our expert writing/design team takes it from there. Generally speaking, consider:

• What are you trying to promote? If it's general branding, what about your business is notable that you want to make sure people know?

• What's the call to action? If it's something you're promoting, we'll want to make sure that we focus on that, too.

The look (art)

The size of your ad will, in part, determine what we can include. For instance, a quarter-page ad has far less "real estate" than a full-page ad. We'll guide you, but be prepared to supply:

• Your logo. This is essential for all print ads. We prefer a vector file (.EPS or .AI). Don't know what that means? That's OK. A large, high-resolution image will do.

• High-quality original photos that capture your business. If you don't have them, don't worry. We'll help you select compelling stock art that captures your business/message.

• Your color scheme. Are certain colors part of your brand? Is there a color family you use on your website? Let us know. Not sure? Send an image example of a color scheme you like, and we'll go from there.

Option 2: You create and supply the ad

You can also send us a wholly designed campaign ad, so long as your focus and concept are in the specs we need for the ad size you purchased. (More on that right below.)

What if I have my own display ad? What are the specs?

If you have an in-house design team or firm that creates your ads, great! We'll send you all the details you'll need. Boiled down, here are our rules and specifications.

General 'camera-ready' ad guidelines

• Email your ads to your digital marketing strategist before the ad submission deadline

• We accept these file formats: .EPS, .JPG, and .PDF. We will not accept ads created in Microsoft Word, PowerPoint or Publisher.

• Do not include printer marks: No crop marks, bleeds registration marks or color bars.

• The ad resolution should be 300 DPI.

• Ads must be created in CMYK mode with black type at 100% K.

• A border on all four sides is required, or we'll add it.

Ad size specifications

• 2-page spread: 17.75" x 10.375" with no bleeds. Allow for a 1" no-text gutter.

• Full (1) page: 8.625" x 10.375" with no bleeds.

• 3/4-page vertical: 6.137" x 9.625"

• 1/2-page horizontal: 8.25" x 4.7125"

• 1/2-page vertical: 4.025" x 9.625"

• 1/4-page flag (vertical rectangle): 1.9125" x 9.625"

• 1/4-page square: 4.025" x 4.7125"

• 1/8-page horizontal: 4.025" x 2.2562" (note: only available in special sections)

What are my deadlines, and why are they important?

Deadlines are critical for print magazines, because there's no "pushing it." It's like a train leaving the station. If you're not onboard, your ad won't run.

We need you to adhere to deadlines, and we'll need your approval on time, too.

We'll communicate your deadlines clearly. Generally, they're about 3 weeks before the issue hits newsstands. Here are the material/approval deadlines from our 2022-23 media kit:

• March-April 2022 magazines: Jan. 31 deadline (on newsstands Feb. 23)

• May-June 2022 magazines: April 4 deadline (on newsstands April 27)

• July-August 2022 magazines: June 6 deadline (on newsstands June 29)

• September-October 2022 magazines: Aug. 8 deadline (on newsstands Aug. 31)

• November December 2022 magazines: Oct. 3 deadline (on newsstands Oct. 27)

• January-February 2023 magazines: Dec. 5 deadline (on newsstands Jan. 1)

How many proofs can I expect to review, and what input do I have on edits?

You have ultimate input on edits. It's your campaign, and we want to ensure you're happy — and it's communicating just what you want. Typically, you'll receive three "proofs":

1. Initial proof: Scrutinize this one. Firstly, this is your big chance to make sure the message is correct. Secondly, look for any typos or errors of fact.

2. Second proof: This is your chance to ensure we applied all of your fixes correctly. Look for minor issues. Now isn't the time to wholesale change things or add something you forgot. 

3. Third proof: This is your final look and "approval" version. With rare exceptions, this is the last proof.

The turnaround time for corrected proofs, for our team, is 2-3 business days (sometimes less). We request that you send your replies in 2-3 business days, as well (again, if not sooner).

What's the bottom line with my print ad experience?

You now have a clear sense of how the print ad onboarding process works with Metro Parent and Chicago Parent. For starters, your digital marketing strategist and our sales assistant are here for you each step of the way. They'll provide deadlines and gather materials. 

Our team is ready to work with you to design your ad, from the message to the art. Or, if you have your own "camera-ready" ad, we supply all the specs and support you'll need.

Deadlines are critical, and we outlined them for all 6 of our annual magazine issues (they're about 3 weeks before we hit newsstands). Finally, you learned you'll receive 3 proofs of your ad, and you'll have ample opportunity to approve your final print ad and message.

Want to learn more about who your ad will be reaching? Read our blog about the circulation of Metro Parent and Chicago Parent magazines.

In the meantime, contact us for any questions about your print ad campaign — we're here for you. And keep those deadlines top of mind.