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Print pro­duc­tion in adver­tis­ing is the process of turn­ing a cre­ative idea into print­ed mate­r­i­al includ­ing mag­a­zine or news­pa­per ads, bill­boards, brochures, fly­ers, and direct mail. Though dig­i­tal media has caused the extent of tra­di­tion­al print media to decline, it is still an effec­tive and pop­u­lar plat­form for its wide read­er­ship and abil­i­ty to reach less tech savvy con­sumers. It is gen­er­al­ly tar­get­ed by audi­ence type and geog­ra­phy, with costs depen­dent on the scope, type of media, and circulation.

News­pa­per and mag­a­zine adver­tise­ments offer exten­sive read­er­ship, from local to nation­al, and cov­er a broad selec­tion of top­ics, such as busi­ness, health, enter­tain­ment, sports, and fash­ion. Mag­a­zines can addi­tion­al­ly focus on spe­cif­ic indus­tries like mar­ket­ing or exec­u­tive pub­li­ca­tions. Adver­tis­ers can choose from dif­fer­ent spaces and sizes for their ads, includ­ing full pages or dou­ble-page spreads. These can fea­ture text only, or include pho­tos, graph­ics, and illus­tra­tions. Bill­boards and posters can reach a large num­ber of con­sumers that are on the move. Those in or around shop­ping malls have the added advan­tage of reach­ing peo­ple near a pur­chas­ing point. Direct mail is used for spe­cif­ic tar­get audi­ences, and takes the form of let­ters, fly­ers, and brochures.

The first step of print media adver­tis­ing is cre­ative brain­storm­ing, and is where the pur­pose, func­tion, and audi­ence of your con­tent is deter­mined. Phys­i­cal fea­tures such as size, colour, and mate­r­i­al will also be deter­mined here. The pro­duc­tion man­ag­er will then cre­ate a series of blue­prints and pro­pose quotes for each. Once one is decid­ed on, the print media can be ordered, press checked, and deliv­ered. Pro­fi­cient design­ers and pro­duc­tion teams will have an adept under­stand­ing of the man­u­al and fin­ish­ing process­es of print­ing, such as fold­ing and bind­ing. They will also have expe­ri­ence with soft­ware such as Adobe Cre­ative Suite or QuarkX­press, the abil­i­ty to com­mu­ni­cate effec­tive­ly with the print­ing com­pa­ny, and a good com­mand of over­all print pro­duc­tion concepts.

When opti­mis­ing art­work for print, a few key ele­ments need to be com­mu­ni­cat­ed effec­tive­ly with the print­ing pro­duc­tion house in order to ensure the most accu­rate results. Hir­ing a graph­ic design­er who is trained in pro­duc­tion would also be ben­e­fi­cial, as this reduces final out­put issues such as design dis­crep­an­cies, unan­tic­i­pat­ed delays, or incom­pat­i­ble software.

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