How big is an ad? Specifically, how big is a 1/8-page ad? This was a request I received a request from a client to create a 1/8-page ad for a charity program book, but the request came without specific information. This happens all the time! I immediately replied to both the client and the charity:
“What size does is 1/8-page mean?
Please reply with WIDTH x HEIGHT (INCHES). Do you want
B&W or COLOR?
Thank you!”
Size matters!
Based on the paper size, ads will have different dimensions. A typical page size is 8.5×11 inches. If you divide the page (including page margins) by eight, you will end up with eight pieces, approximately the size of business cards. Other organizations print a half-sheet of paper, 5.5×8.5 inches. That is a smaller and more economical book, but 1/8 page would be tiny!
Here’s what your designer needs to know
• Does the charity or organization have ad requirements or a spec sheet? If so, ask for one, and send it to your designer.
A spec sheet is a list of advertisement sizes (width x height in inches), color preferences, file formats, and contact information for the person to whom we should send the artwork.
• Can the ad bleed (extend the color beyond the trim edge of the paper)?
• What is the due date for artwork?
When things go wrong and out of our control
Last year, we submitted an ad according to the charity’s specs. Unfortunately, the ad requirements were reversed; instead of width x height (horizontal), they were height x width (vertical). Our horizontal ad was reduced to fit into a vertical space! The charity’s printer didn’t call us to let us know about this discrepancy. We discovered the error when we saw the printed the program. Don’t let this happen to you!
Recommendations
• Did you buy the smallest-size ad? If so, your layout should be simple and include only your logo, URL, and phone number. If there is space, add one sentence, such as, “We are proud sponsors of ____.”
• A bigger ad (full page, half page, or even quarter page) allows for your brand’s message and an image.
• Ask your designer to set up a “template,” and resize same artwork for each publication or charity.
• Know your target audience. Your ad should reflect the charity’s purpose. For example, don’t show a child’s picture for an event about aging.
Finally
• Ask your designer to copy you when she sends the ad to the charity.
• Request confirmation from the charity that it has have received the ad, and there are no technical problems.
Hey, I just got a reply to my question: “A 1/8-page ad is 3.8125 inches wide and 2.4063 inches tall. Color is included.” Gotta go. It’s time to do the layout. N-K is ready to help you make the deadline.
