Print Ad Specs for Metro Parent and Chicago Parent Magazine

When a print ad looks slightly "off," readers get turned off. Maybe the color is too bright, the font is too crammed in or, worst of all, it looks grainy and blurry. Yikes!

If you're running an ad in Metro Parent or Chicago Parent magazine, our goal is to make your ad as clean, crisp and potent as possible. After 35+ years in the industry, we know how to create a smooth process for our clients — with very few "redos."

In this article, we detail the print ad specs for our magazines. Consider it your one-stop shop for design details, especially if you're among the 90% of our clients that supply their own ads. We'll cover:

• File types (and what to avoid)

• Image resolution: What's best and how to check

• Color space: Why CMYK matters

• Sizing specs for all print ads

• Overprint black vs. knockout black

• 'Bleeds' and 'gutters'

• Borders and printer marks

Equipped with this knowledge, your print ad experience with Metro Parent and Chicago Parent will be faster and more seamless. And you'll have yourself a great-looking ad that gets results.

File types (and what to avoid)

The type of file you send us is the critical first step. Here's what works — and what to avoid.

PDF is best

We prefer a PDF file. It handles text beautifully, and it's actually designed for documents.

Pro tip: Select "high quality" or "print quality" when exporting your PDF. If not, the file could become compressed. In this case, we'll need you to fix it and resend it.

EPS is OK

These files use a "vector" format. Vectors are points that are digitally "drawn in" vs. dropping in images. The perk is they're resizable, so you can make them as small or big as you'd like without losing quality. A challenge is that text, in vector form, can wind up looking funky.

JPG is dicey

We accept JPGs, but we don't recommend them. This format is designed for images vs. text (and ads are a combo of both). With JPGs, it's imperative that your sizing is correct. 

PNG, Word and PPT are a 'no'

• PNG files are low-quality images meant purely for screen.

• Microsoft Word documents are designed for text. They don't work for ads.

• PPT, aka PowerPoint, another Microsoft product, also poses issues, especially with incompatible fonts. If you must use it, select high-quality images and export your ad as a PDF.

Image resolution: What's best and how to check

High-resolution DPI is what it's all about. That stands for "dots per inch," and it's how many ink dots there are per inch of space in an image or ad.

300 DPI is best

These have enough detail to ensure your ad doesn't get that dreaded grainy or "pixelated" look. We accept as low as 200 DPI.

Avoid 72 DPI — or higher than 300

• 72 DPI is "screen resolution." It won't give the printer enough detail, and your ad will appear grainy.

• Anything higher than 300 DPI won't make your ad much clearer. It only makes the file size bigger, which can cause issues in transferring the file.

How to check resolution

Wondering if images for your ad are "high-res" enough? Use these easy methods to find out:

• Windows PC: Select the file. Right-click the image and then click "Properties." A window will appear with the image's details. Go to the "Details" tab to see the image's resolution.

• Mac: Right-click on the file in the Finder. Click "Get Info." Under "More Info," you'll find the resolution.

A tricky thing about PDFs

You can have a PDF that's the correct resolution — but some of the pieces used to create it were low-quality. Often, an image from the web is to blame. So, an image inside the PDF is low-res. 

To fix that, you have to go back to the working file you or the designer used to create the PDF. Follow these steps:

1. Double-check that you exported the file with the correct settings. In many programs, you can choose to export a file "for print" or "for web." Selecting "for web" reduces the resolution of the photos in your exported file.

2. If the settings were correct and the original photo is low resolution, you'll need to replace it with another image.

Color space: Why CMYK matters

Design programs will let you set your "color space" in one of two options: CMYK or RGB.

CMYK is the gold standard for print

"CMYK" stands for cyan, magenta, yellow and black. These are the primary colors of ink that when mixed together can create any color. Every printer uses these four inks. Whatever program you're using, when you create and export your ad, set your color space to CMYK.

Note: It’s best to design the ad in CMYK from the start. If you are designing an ad in RGB and you convert to CMYK, the colors may look duller. That's normal. Give your eyes a little time to adjust to the new color setting. If you still think it looks too dull, bump up the saturation of the color.

RGB is for screens — not print

RGB stands for red, green and blue. These are the primary colors of light that create vibrant images on your screen. This color space does not translate exactly the same to print.

Tip: Always build your ad in CMYK, so you know exactly what you're getting. If you build it in RGB and try converting it to CMYK, it may change its appearance.

How to check color space

Use the same method you would to check the resolution. Again, that's:

• Windows PC: Select the file. Right-click the image and then click "Properties." A window will appear with the image's details. Go to the "Details" tab to see the image's color.

• Mac: Right-click on the file in the Finder. Click "Get Info." Under "More Info," you'll find the color.

Sizing specs for all print ads

Design your ad to the precise size details of the ad you bought. Note: In the measurements, width is always first, then height. For both Metro Parent and Chicago Parent, these specs are:

• 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)

Keep in mind: The width/height numbers cannot be inverted. So, if you get a half-page horizontal, you can't flip those numbers for the half-page vertical. That's because our pages aren't square.

Overprint black vs. knockout black

Including black on top of an image in your ad? This is common for text boxes or other design elements. Black ink can be a little finicky. Here's what you should know:

Overprinting black can be a challenge

This is a standard method printers use. They lay down the CMYK ink in layers to create various colors. First all the cyan is printed, then the magenta and then yellow. Lastly, the black is overprinted.

The problem is, if you print large areas of 100%K black on top of an image, the default overprint setting lays the black ink on top of the image and you'll still be able see the image behind the black.

Knocking out the black solves the issue

If you are printing large areas of black on top of an image or design element, make sure you set your black ink to "knockout" or "rich black" to avoid this issue. "Rich black" mixes all the inks together to create a heavier, more saturated black that automatically knocks out the image behind the shape.

The rich black formula we suggest is C40, M20, Y20, K100.

Note: Do NOT use rich black for small text. The more layers of ink you have, the harder it is to get them to line up perfectly. With small text, the slightest shift in paper on one of those ink passes can make it very difficult to read. It’s safer to use 100K on black type.

If you're designing in InDesign or PhotoShop, read this Adobe article to learn how to knock out black (since the default is to overprint it).

'Bleeds' and 'gutters'

The edges and inner spine of the magazine paper also affect ad design.

Bleeds aren't needed

For magazine pages, printers print an extra 1/8-inch beyond the true page size. They then trim off this excess — called a "bleed."

Fortunately, with Metro Parent and Chicago Parent, you don't have to include bleeds in your ads. Our measurements provide a safe size for your ad, since we run a 1/4-inch margin around all edges.

Gutters matter for spreads

This only affects 2-page spreads that span the inner "fold" of the magazine — and it mainly applies to text. Generally, avoid text within a 1/2-inch of either side of the fold. It only applies to smaller text that could get "swallowed" by the gutter. Large headline-style text is safe.

Borders and printer marks

And finally, two more details that make for the finishing touches:

Borders are a must

Every ad needs a border — at least 1 pixel, all the way around. It can be a simple black line, or the image can extend to the border. It must have a hard edge on all sides; if not, we'll add it.

Don't include printer marks

Exporting an ad often adds crop or "tick" marks that tell printers where to trim. Don't include those. Also, make sure there are no registration marks or color bars. 

What are the next steps for my print ads?

A lot goes into ensuring your print ad is ready for prime time! You now have an A-to-Z sense of those details, both generally and specifically for Metro Parent and Chicago Parent.

You discovered that PDFs are the best file types, the ad "resolution" should be 300 DPI (200 minimum), and CMYK color space is a must. We also supplied the sizing specs for all eight of our ad types.

Plus, we covered the importance of "knockout black," the fact you don't need to worry about bleeds and the tricks of handling text on "gutters." Finally, you now know every ad needs a simple border and that you shouldn't include any printer marks on your final ad.

Still getting your bearings with your magazine ad? Explore our print ad onboarding process for Metro Parent and Chicago Parent — and get a better sense of our magazines' circulation in both metro Detroit and Chicagoland.