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University of Michigan
News for Faculty and Staff

July 25, 2014

2013-14 Advertising Guide

2013-14 Advertising Guide

2014-15 Advertising Guide >

See our Publishing Schedule >

NOTE: Information on this page refers only to ads placed in the August 11 issue, the final issue of the 1314 academic year. For ad matters related to the coming academic year, please see the 2014-15 Advertising Guide link above.


The University Record is published weekly during the regular academic year, except during scheduled universitywide breaks. We serve tens-of-thousands of active and retired U-M faculty and staff with news and features covering the diverse university community. Approximately 19,000 copies of each issue are distributed via the U.S. mail, campus mail and more than one hundred drop locations on U-M's Ann Arbor, Flint and Dearborn campuses. Download a PDF map of our Ann Arbor drop /rack locations. Racks are typically located at or near the main entrance at all major U-M public buildings.

To advertise:

• Please contact our advertising department (734-764-4342, recordads@umich.edu) to devise a strategy best suited to help you reach your goals. To that end, we offer ads in a variety of sizes. Frequent insertions of a powerful ad is the most effective advertising tactic when you're trying to build your brand or develop a 'top of mind' position for your product or service. To encourage your success, we're offering generous discounts for advertisers who commit to multiple insertions. Click here to see how our frequency discounts can work for you.

• Complete and return an advertising agreement by FAX (734-764-7084) or as an email attachment. Frequency discount contracts require a counter-signature by the Record; single insertions require no Record signature. Download and print the Record Advertising Agreement »

• Choose your ad size and the number of insertions you need to reach your goals.

• Design your ad based on the standard sizes shown below. If you need design help, our art department is available to assist you at $75/hour. Most ads require only a few hours to complete.

• Send your Press Quality greyscale or color pdf file (add $100 to basic ad cost per insertion for color ads) to recordads@umich.edu no later than 5:00 p.m. 7 days before your target publication date.

Our standard sizes cover a wide range of costs and potential graphic presentations ... from the strongly vertical 1-column by fifteen-inch 'N' ad to the to the 1/4-page 5-column by 4-inch 'H' ad. The graphic thumbnail images below may be clicked upon to open a larger image with full details on one-time insertion prices as well as ad dimensions in a variety of units.



Frequency discounts

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University of Michigan schools, colleges and units (SCUs) may purchase advertising in the Record at reduced rates from those offered to the general public. To qualify, such advertising must be billable to a valid U-M shortcode.

Although the Record gladly accepts one-time insertions of advertisements, we strongly recommend an ongoing campaign of frequent ad insertions for the best possible return on your investment. To encourage such schedules, we've instituted a generous discount program with discounts ranging from 5% to 25%. Click the images below to enlarge the discount tables.




U-M Media Coop Advertising Program

The University Record and Michigan Radio/WUOM present excellent marketing opportunities for the successful promotion of events, programs and brand awareness for University of Michigan schools, colleges and units. Your University Record print advertising schedule will reach current and retired faculty and staff members, as well as educated and engaged area residents. Your Michigan Radio/WUOM on-air announcement will reach loyal public radio listeners across the state.

The Office of the Vice President for Global Communications has developed an incentive program offering fifty percent additional funding to U-M SCUs that have not purchased Michigan Radio/WUOM / University Record advertising in the previous thirteen months from the date of the last insertion order. These additional funds must be used to enhance the proposed advertising schedule.

Advertisements may be run in The University Record, on Michigan Radio/WUOM, or, for maximum results, a combination of both media.

There is finite funding for the initiative, so early responders are most likely to benefit. Review complete information here, and contact Todd McKinney, University Record sales manager at toddmck@umich.edu or Kathy Agosta, Michigan Radio/WUOM director of corporate support, at kagosta@umich.edu.

Online advertising

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Your 1/4 page (nineteen column inches) or larger print ad (or color ad valued at $360 for U-M advertisers, $432 for non-U-M advertisers) entitles you to get your message online. Your 728 pixel wide x 90 pixel tall (IAB Leaderboard size) color jpg or gif graphic, with a link to your website, will rotate with those of other eligible advertisers from the current issue; the frequency of appearances of your online ad will be relative to the cost of the print ad purchased. Each ad will appear on University Record online Web pages until that page is refreshed.

Online ad creation is the responsibility of the advertiser, and ads are due by 5 p.m. Monday one week prior to publication. Deliver to recordads@umich.edu.

Online ads are not available as a standalone purchase.


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U-M research units may advertise for participants in studies in the Studies Seek Subjects section of the publication. These announcements are textual insertions of three to four sentences that define briefly the criteria for the requested participants, the activities that the participants are required to complete, the compensation for the completion of he activities, and the contact information. The charge for a single insertion is $30 per issue. Requests for insertions of an announcement in the Studies Seek Subjects section should be e-mailed to recordads@umich.edu, and must include complete chartfield and contact information. The Record will reply to your message with a confirmation of its receipt; if you do not receive a confirmation, please contact the Record office at (734) 764-0105.

An effective announcement reads as follows:

"Men ages 18-45 who are not on medication are needed for a study on exercise and cardiac health. Requirements include questionnaires, simple exercise and two blood withdrawals. Compensation is $400 upon completion. Call Sally at (734) 555-5555 ext. 24 or e-mail xxx@umich.edu."

The deadline for receipt of study materials is 5 p.m. the Tuesday before the intended publication date.

Advertisement preparation details

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Careful design and attention to mechanical details can increase the effectiveness of your campaign. Please consider the following as you prepare your ad.

Image preparation for photos within ads

(These suggestions do not apply to the finished advertisements as a whole, but rather to the images that reside within your advertisement.)

Black-and-white images within ads

It's important that b/w ads are devoid of color information (other than black). There are many ways to create a greyscale image; some are better than others. If you are working in Photoshop, we suggest the following steps:

1) Size the image to its final dimensions, with a resolution of 300 dpi
2) Convert to Lab Color: Image>Mode>Lab Color
3) Select the Lightness channel in the Channels palette
4) Convert to Greyscale: Image>Mode>Greyscale

Adjust the image to conform with the following tonal values:

Highlight: 4 percent       
Midtone: 35-38 percent   
Shadow: 93 percent 

Anything greater than 90 percent will print solid.

Unsharp Mask is a powerful Photoshop tool that will increase the detail and clarity of your finished photo. We suggest:

Filter>Sharpen>Unsharp Mask
Amount: 200
Radius: 2.5
Threshold: 2
Click OK to complete.  

Color images within ads

Images with your color ad should be processed as CMYK, with a resolution of 300 dpi. For best reproduction, we suggest this Photoshop Unsharp Mask technique:

Convert image to Lab Color mode: Image>Mode>Lab Color
Select Lightness Channel only
Filter>Sharpen>Unsharp Mask
Amount: 350
Radius: .8
Threshold: 5
Click OK to complete

Convert image back to CMYK mode: Image>Mode>CMYK
Select all four channels in Channels palette
Filter>Sharpen>Unsharp Mask
Amount: 65
Radius: 2.5
Threshold: 2
Click OK to complete

Other specifications

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Type size minimum: For readability and clarity, use 6 point type or greater.
Color text should be 10-point or greater and contain only two of the process colors (CMYK). Reverse type on a tinted background should be 10-point or greater on a background containing at least a 60 percent tone value. Type reversing out of a four-color background should be avoided whenever possible. We recommend that you do not use serif fonts when reversing type.  

Material should compensate for a 18-23 percent dot gain in a 50 percent dot area.  

Color pictures and graphics should be CMYK (process colors). Pixel-based pictures and graphics should be at least 200 dpi. Bitmap art should be no less than 600 dpi; 1,100 to 1,200 is preferred.

Color images should be adjusted using the following parameters as a guide.

  Highlights Midtone Shadow
Cyan: 4% 38% 56%
Magenta: 3% 30% 49%
Yellow: 3% 30% 49%
Black: 0% 2% 90%





Dot gain averages with the dot gain in a 50 percent tint area:  

Cyan: 19%
Magenta: 19%
Yellow: 17%
Black: 15%  

Ink Saturation: Total area coverage maximum should be 240 percent to 260 percent with one solid. Secondary color shouldn't exceed 75 percent. Recommended screen tint minimum 10-20 percent and maximum 70-80 percent. A 75 percent screen tint will print solid. The combined screen tints shouldn't exceed 260 percent.  

Target Ink Densities:
Cyan: .90
Magenta: .90
Yellow: .85
Black: 1.05. (Subtract 3-5 points for dryback measurement)

When creating the final pdf for transmission to the Record, please use Press Quality settings.

General details

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Single insertion advertisements may be contracted by transmitting the signed agreement to the University Record. Advertisers seeking frequency discount rates must transmit this signed agreement to the University Record to be co-signed for acceptance of terms based on discount rates found above.

Inserted advertisements will be billed monthly. Advertiser will be liable for payment for all agreed-upon insertions, notwithstanding actual insertion status (unless non-insertion is the fault of the Record). Unused insertions equaling the minimum required ad insertions in any given discount category will be billed in August 2014. Additional requested insertions require a separate signed contract.

The advertiser shall indemnify and hold harmless the Regents of the U-M, its agents and employees, from and against any and all actions, claims, liabilities, demands, damages, costs and expenses, including court costs and attorney fees from the publication in the Record of advertising material furnished by the advertiser.

The Record will not accept advertising for political candidates or issues, tobacco or alcohol products, or items in contradiction of the University’s mission. Ad placement is at the editor’s discretion. The Record is not responsible for non-publication of late advertising submissions. Publication does not imply endorsement. The Record reserves the right to reject or cancel any advertisement. Advertisers assume all responsibility for content. Ads must be clearly recognizable as such, or they will be labeled “Paid Advertisement.”

Placement is at the editorial staff’s discretion.

Cancelations and alterations cannot be made after 5 p.m. seven days prior to publication.

2013-14 Publication Schedule


September 3, 9, 16, 23, 30
October 7, 14, 21, 28
November 4, 11, 18, 25
December 9, 16


January 13, 20, 27
February 3, 10, 17, 24
March 10, 17, 24, 31
April 7, 14, 21, 28
May 5, 19
June 9, 23
July 14, 28
August 11









2014-15 Publication Schedule


September 2, 8, 15, 22, 29
October 6, 13, 20, 27
November 3, 10, 17, 24
December 8, 15


January 12, 19, 26
February 2, 9, 16, 23
March 9, 16, 23, 30
April 6, 13, 20, 27
May 4, 25
June 8, 22
July 13, 27
August 17













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