These instructions are for those who want to design their own ad and submit an electronic file. Then email the file to us at lionessvm@cox.net

Hardware & Software
We use : Apple Macintosh Operating System, QuarkXpress, Adobe Illustrator and Adobe Photoshop as our main publishing programs. If you do not have these programs, you can still create your own ad by submitting a "Camera Ready Ad".

We are preparing another page for other DTP programs and will post it later.

Scanning art work.
     Scan one bit line art, that is art work of a single color, at 400 dpi.
     Scan gray scale art, that is art work in shades of gray (photos), at 266 dpi.

DO NOT scan in color.

Layout of Ad
The regular ad space size for a full page is 27 picas by 44 picas (4-1/2" x 7-1/4").

This is the ad space size, not the page size. If you will notice in the catalog, the ad does not take up the full page size. If you want to take up the entire page size, known as a full page bleed, the size is 5-5/8" x 8-1/2" plus add 3/16" to the right side of the ad for bleed. The ad rate for a full page bleed is greater than for a regular ad size. Ask your ad chairman for the rate increase.

Please do not try to fudge and get extra space by going outside these limits. We have our reasons for this ad space size.

In your desk top publishing program, make the document size 5-7/8" x 8-1/2". In your preferences, set the measurements to PICA*, if possible, otherwise use INCHES- DECIMALS.

Place the left hand margin guide 3-1/2 picas (.583") from the left edge of the page.

• Place the right hand margin guide 30-1/2 picas (4.924 ") from the left edge of the page.
• Place the top margin guide 3-1/2 picas (.583" ) from the top edge of the page.
• Place the bottom margin guide 47 picas (7.917") from the top edge of the page.
• This will give an ad space of 27 x 44 picas (4-1/2" x 7-1/4").

If you are designing a half page or quarter page ad, merely divide the space appropriately.

When you have finished constructing this page...SAVE this document as a template.

Designing the ad
It helps to make your first layout with pencil and paper. Write out your copy and draw a box shape for a photo or art work. For inspiration, look at catalog ads that you admire and imitate them.

Then type the copy into your computer layout space.

Make the type the font style and point size you desire.

Scaling the photo
If you are including a photo in your ad, now is the time to make space for it.

Draw a rectangle box on your ad, stroking the box with a 1 point line. Note the size of the box and then scan your photo. By knowing the size of the photo box first, you can scan the photo more exactly to the proper size.

At this point, make any adjustments to the type or the photo box .

Most important is for you to have someone proofread your ad for you. You will be surprised at the typos you leave behind. Any mistakes in your "computer ready ad" will be there for everyone to see. We can make obvious typo changes in your file, but we can not proofread your ad.

Suggestions for design.
Use no more than two font styles, unless you have a good design reason for more. One good reason is for business names or logos.

DO NOT set a script style in ALL CAPS.

DO NOT set the whole ad in ALL CAPS.

Use bold type faces or italics for emphases, not underlines.

Please read the "File Formats" page for more information

Tips:
#1 tip: read this entire page.

#2 tip: follow the guideline faithfully.

Words to the wise: If your ad does not follow these guidelines, then your ad will not be "Computer Ready".

*We work in picas, a printers measurement, so we have given the ad space sizes in both picas and inches. There are 6 picas to an inch - 12 points to a pica.

BLACK is the only color ads are printed in, so it does you no good to put color in your ad.