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Top 10 Things Designers Hate: Number 8

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Welcome back! To recap: last week, we talked about “borrowed” images, and before that we covered ads with too much text! Today we’re covering number eight on our list:

“Please, Read the Rate Card!”

Ah, do you hear that? Off in the distance? you can just make out the troubled cry of many a frustrated designer.

What’s a “Rate Card,” you ask? And why should I read it?

A Rate Card is a document provided to you by the publication in which you will be placing an ad. The Rate Card contains all the information that you need about placing your ad in a publication: prices, deadlines, size requirements, and in what format your ad should be sent to us (i.e., .pdf, .cps, or .tif). Often, the Rate Card will look something like this:

This is the rate card we gave to clients who were placing ads in the 2014 Quilts Buyers’ Guide. As you can see, the card shows ad sizes, costs, for both black and white and color ads, and deadlines.

This is the rate card we gave to clients who were placing ads in the 2014 Quilts Buyers Guide. As you can see, the card shows ad sizes, costs, for both black and white and color ads, and deadlines.

The publication where you’ll be placing your ad will always give you one of these—please read it! While working on a publication like the Quilts Buyers Guide, which contains many ads placed by different companies, designers can spend a surprisingly large amount of time fielding emails and phone calls with information about sizes, deadlines, and prices—in other words, information that can be easily found on the Rate Card.

Your designer will be happy to help you out if you have questions or difficulties with your ad! But if you check the Rate Card first, you will help ensure that the conversations with your designer are focused on more important and difficult questions than “when is this due?” For example: you want a flying squirrel in the ad? Sure, why not!

Thanks for reading your Rate Card!

 

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Author: The Cheeps

"The Cheeps" are the chick designers that run Cheep Cheep Postcards and Cheep Cheep Websites, two divisions of Hunter-McMain, Inc. We're here to provide fun information on advertising design, business tips, and holidays--sometimes random--we would like to celebrate with you.