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General
• There are only four “process” colors: Cyan, Magenta, Yellow and Black.  These transparent colors are overlayed on the printing press to simulate millions of colors.
• Black ink IS considered a color. However, depending upon the printing process, may appear dark gray. “Rich black” is a mix of the 4 process colors, creating a fuller, darker tone.
• Spot ink is a pre-mixed standardized pigment (like Pantone®), premixed according to standards, right out of the can.

Full-sized Newspaper
• Average column width = 2″
• Average full-page newspaper ad size = 13″x 21″
• Average 1/4 page newspaper ad size = 6-1/2″ x 10-1/2″
• Specify “75 l.p.i.” for photography, even if 85 l.p.i. is available.

Full-sized Magazine
• Average trim size: 8.25″ x 10.75″
• “Bleed” most art that needs to exceed page size by 1/8″.