MONROE DOCTRINE
The independent student newspaper of MCC
ADVERTISING
GUIDELINES
and POLICIES
1000 E. Henrietta Rd, Room 3-134, Rochester NY 14623
Phone: (585)292-2540 - Fax (585) 292-3825
Revision: 01/24/13
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The Basics
The Monroe Doctrine
Artwork
The Monroe Doctrine is the premiere student news
publication meant to inform, educate, and entertain
the students, staff, and faculty of Monroe Community college regarding various issues, events, and
concerns of interest.
The Monroe Doctrine is produced 100% digitally. All
advertising material should be submitted as a PDF or
Encapsulated Postscript file. If submitting an image,
the image must be 300dpi
Contact Information
Phone: +1 (585) 292-2540
Fax:
+1 (585) 292-3825
Email:[email protected]
Address 1000 E. Henrietta Rd
Room 3-134
Rochester, NY 14623
Our Readers
• Monroe Community College has a total enrollment of approximately 34,000 students.
• 42% of MCC’s student body is over age 25.
• The vast majority of students commute, only 772
live on campus
• 54% of students are female, 46% male.
• 85% reside in the same county as the college.
All advertisements can only run run on black and
white pages. No color ads.
Advertising materials should
[email protected]
be
emailed
to
Design & Creative Services
Design and ad creation assistance is available for those
who need it. In order to receive help with your ad, you
must contact an advertising representative well in advance of the publication date. Any requests for design
or creation services within two weeks of publication
date will not be accepted
Prohibited advertising
The Monroe Doctrine reserves the right to reject an
advertisement, ask for an edited version or cancel an
ad with refund for advance payments.
Monroe Doctrine Specifics
No advertising will be accepted for
• Circulation: 5000 Copies 8-20 pages per issue
• Format: Tabloid
• Publication schedule: Bi-weekly
• Distribution: 4 Separate sites (Brighton and Damon campuses, Applied Technology Center and Public Safety Training Facility)
• Alcohol or alcohol related establishments.
• Tobacco or tobacco related paraphernalia.
• Any illegal substances or paraphernalia or appurtenances thereunto including but not limited to bongs.
• Anything illegal to minors.
• Political advertisements
All advertisements must identify. the source or promoters of the ad.
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Ice Cream!
Ice Cream!
Nisit praestrud
magnis nim
nummy nostisi
Nisit praestrud mag
For best results
Nisit praestrud
magnis nim
nummy nostisiTum dionsequam
quam, sum
50%Nisit prae
ma gni
off strud
snim
Keep it simple
Information contained in ads should be brief attention getters: don’t overwhelm readers with lots of
text and details, they won’t read it.
Have readers contact an individual, website or phone
number listed in the ad for specifics
An image attracts attention
Photos, graphics and illustrations can get the reader’s
attention. Just remember, ads only run on black and
white pages. Images must be of correct resolution as
well. (See next item)
Sizes & Resolution
i
dp
72
Ad sizes are not arbitrary, however ads can only be
certain predefined sizes. Newspapers are laid out on
columnar grid structures and all items must adhere
to this structure to avoid unsightly and wasteful gaps
in the layout. Consult the rate card to see which sizes
can be used.
The resolution of all bitmapped elements must
be 300 DPI. This is the resolution that the paper
is printed at, 300 dots of ink per square inch. Most
computer monitors are 72-96 DPI. When materials
at screen resolution are printed they appear fuzzy.
Make sure that all text in your ad is actual text and
not “pictures” of text.
Creating your ad in a desktop publishing program
like Indesign or Quark Xpress is the best way to minimize these issues. Use the preflight feature.
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Policies &
Guidelines
Electronic Format Policy
Copyright Policy
PDF or EPS files are preferred. It is strongly recommended that you generate “flat” PDF files. avoid using layers as they can cause problems for the printer.
The Monroe Doctrine cannot print any photo,
graphic or story without express permission of the
author. If you did not create the work completely by
yourself you must obtain proper licensing clearance
yourself. We are not responsible to obtain copyright
clearance.
Materials scanned from print are not recommended:
this has a damaging effect on quality and we may reject submissions which, in our sole opinion, are of
unacceptable technical quality.
We strongly recommend that line art such as logos be
created as vector graphics and not bitmap graphics.
Remember to embed font faces. If you use a font-face
that is not available on our system and do not embed fonts a generic typeface may be substituted by
the layout software. If you use EPS convert text to
outlines.
For best results, please submit in Dot-gain 20% or
Grey Gamma 1.8 colorspace. Ensure that there are
no spot colors. Student submitted matter submitted
in other colorspaces will be “best effort” converted
with results not guaranteed. No color.
Advertising Priorities
1. Student organization & Club ads, if submitted
in a timely manner and with acceptable technical
quality.
2. College ads, if submitted in a timely manner and
with acceptable technical quality
3. Off-campus business & Organizations
4. National agency advertisments.
Please note that a 60/40 ratio of editorial to advertising content must be maintained.
Indemnification
You accept responsibility for any works published.
Things we cannot accept...
In order to maintain professional standards we cannot accept the following:
• 8.5/11” posters. These cannot be fit into the layout legibly. We will not accept them under any circumstances whatsoever. No exceptions.
• Powerpoint slides. We will not accept those because they cannot be imported into the layout software.
• Materials with visible JPEG compression artifacts
or dithering or “color banding”.
• Materials of unclear copyright status. Do not just
download an image from the internet and use it.
• Materials that are the wrong resolution (see
above).
• Student-submitted materials that are in color and
which are rendered illegible by “best effort” conversion to black and white. (We will not accept color
material at all from professional or commercial advertisers.)
• Lascivious, pandering or prurient material.
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I can answer all of these important questions
❏❏ “What are you advertising?”
❏❏ “Why are you advertising?”
❏❏ “Why should anyone believe your ad?”
❏❏ “Who is the target-audience”
❏❏ “How does this ad meet the needs of the target
audience?”
❏❏ “How will you know if you are successful?”
All Ads
❏❏ My ad has a website, phone number or email address for more information.
❏❏ My ad materials are the correct resolution & colorspace.
❏❏ Copyrighted materials have proper clearance.
❏❏ My ad is the appropriate size: important information is not being omitted to fit a smaller than appropriate size.
The Monroe Doctrine wants to help advertisers be
successful. If you have any questions please contact
our office as soon as possible. The sooner you ask
us the more likely we will be able to successfully
help you.
Checklists for
Ad Success
Ads for Events
❏❏ My ad says when the event is
❏❏ My ad says where the event is
❏❏ My ad says if reservations/tickets are required,
how to get them & how much they cost.
❏❏ My ad says if event is open to MCC students, faculty and/or staff only or to the general public.
❏❏ If MCC or other ID is required, my ad says that.
Ads for products & services
❏❏ My ad says what the product or service actually
does and why someone should buy it.
❏❏ My ad says where to go to get the product or service.
❏❏ My ad is for a product or service appropriate to
the MCC audience.
Ads placed by Student
Clubs & Organizations
❏❏ I have talked to our faculty advisor.
❏❏ I have talked to a representative of the Monroe
Doctrine well in advance of publication.
❏❏ If I am asking for help I know the answers to all
of the questions listed under “I can answer all of
these important questions” above.