Ad Specifications for Outside Ad Agencies and Designers

Print Submissions

  • The ideal ad is designed in Quark Express or InDesign and delivered as a PDF File
  • Files may be submitted in Macintosh or PC formats
  • Digital ads must be submitted with a matching proof printed from the file you are submitting
  • Acceptable programs include Quark Express, InDesign, Photoshop, Acrobat and Illustrator as an EPS file
  • Ads submitted in PDF format must be color separated and printer-quality ready. Drafts will not be accepted
  • We do not accept graphics files submitted in MS Publisher, Word, or PowerPoint. Instead, please submit a text file and scan separately
  • Acceptable media for digital submissions include a 3.5-inch disk, 100 Mb Zip, 1 GB Jaz, or CD-ROM. Scans / images should be supplied in TIF or EPS format. JPEGs, in a maximum (non-compressed) form will also be accepted
  • Please use four-color CMYK format (not RGB)
  • All embedded graphics and fonts must be included (fonts will be discarded after use) 
  • Ads should be set up to print at 130-line screen or 200 dpi
  • This publication is printed on 32# newspaper stock and glued
  • Full page bleeds accepted with prior approval
  • Trim size is 8.25 x 10.5 / Bleed is 8.75 x 11 / Live Image is 7.25 x 9

Email Submissions

  • Maximum acceptable size for graphics submitted via e-mail is 5MB
  • Images submitted via e-mail must be scanned at least 200 dpi and saved as a PDF, TIF, EPS or JPG file
  • Files should be sent to [email protected]
  • Large files may be submitted via FTP to our website or directly to the printer. Please e-mail to [email protected] for instructions

Cautions / Recommendations

  • We cannot guarantee color accuracy or quality of ads prepared by outside agents. We suggest you allow for a 20% dot gain on color ads due to the absorbency of newspaper 
  • We will not make alterations to supplied media unless directed to do so with written instructions
  • The 15% production charge is waived for ads submitted meeting publisher’s digital specifications
  • Film is discouraged and subject to additional charges. Film should be set for 100 dpi, emulsion down

Post-Production: Material and Film 

  • Original ad materials will be returned upon request, after the corresponding issue has been mailed, provided name and return address have been attached with a self-addressed stamped envelope, and that account is paid in full
  • Ads must be received by the 10th of the month preceding publication
  • Please ship to our delivery address: SouthWest Horse Trader, 710 N Lamar, Tioga, TX 76271
  • Contact number for deliveries is 713-562-8846

Publisher Policies and Procedures

Frequency DiscountsAdvertisers placing ads in multiple issues of the SouthWest Horse Trader during a 12-month period are eligible for a frequency discount. Any display ad combination, regardless of size or type, can qualify for the frequency discount. Current frequency discounts can be found on the rate card. These discounts are secured by a contract and signed in advance; otherwise, discounts and rebates will not be given. The customer understands that if they do not fulfill the contract, they will be responsible for refunding the frequency discounts. Rates in effect at time the contract is issued will remain through completion of the contract.
Cancellations / Late SubmissionsEither party may discontinue contracts on 30 days’ written notice, contingent on the following:

  • Cancellation (either by the publisher or advertiser) or default of contracts by the advertiser, in whole or in part, forfeits the advertiser’s right to any discount rate, as well as any special positioning in the publication. Further, the frequency discount on past and subsequent insertions will be adjusted to conform to the actual rate earned, and the customer will be responsible for any cost difference
  • The advertiser will be responsible for payment for any ad canceled after the final deadline date (10th of the preceding month) for the corresponding issue
  • All advertisers, even if under contract, should contact their account representative by the 5th of the preceding month to update or confirm their advertisement(s) in each issue
  • Ads received after the final deadline will be accepted only at the discretion of the publisher and may be subject to a late fee of up to 30 percent of the applicable display rate

General Advertising Conditions

  • No conditions, appearing on copy instructions or insertion orders, which conflict with the SouthWest Horse Trader’s publisher policies, will be binding
  • All initial advertising must be submitted with payment and contact information, including contact person, company name, mailing, delivery and electronic addresses, and phone numbers
  • The Advertising and Stallion Indexes are published as a courtesy to our readers. Restitution will not be given for index omissions or errors
  • All advertisements are accepted and published with the understanding that the advertisers and / or agencies are properly authorized to publish the contents and subject matter thereof
  • Publisher is not responsible for any copyright infringement on the part of the advertisers
  • Publisher reserves the right to refuse any advertising or editorial material
  • Publisher reserves the right to insert the word “advertisement” above or below any ad, particularly one that, in the publisher’s opinion, resembles editorial matter


The publisher of the SouthWest Horse Trader and its employees assume no financial responsibility for errors in, or the omission of copy in, advertisements or editorials. The publisher will not be liable for any consequential loss or damage occasioned by the failure of any advertisement to appear due to any cause whatsoever. Furthermore, the publisher does not accept liability for accuracy of information or errors in an advertisement published, nor for the failure of an advertisement to appear on a specified date. The publisher will be liable to no greater extent than the cost of the advertising space occupied by any error. The publisher reserves the right to hold advertiser and/or its advertising agency jointly and severally responsible for any monies due and payable to the publisher.