Although print may be on the down turn as the shift is on towards new media, it still plays a part in advertising and communication. There are many keys to creating a good advertisement (this is true to new media as well, good design does not go out of style). In addition to the basics of good graphic design skills, a designer needs to be aware of the following:

The publication's production process. Every publication has a different means to reach their end product. For example, a newspaper uses different printing methods than does a glossy magazine. It is important to be aware of these differences and adhere to your publication's output guidelines. Ignoring differences in paper, line screen and/or inks can all cause unexpected (and usually poor) results. Effort should be made to understand where your ad will ultimately end up as it will affect your artwork and design selection.

The target demographic. Understand the audience that will be viewing your ad and craft your ad with that in mind. This seems like a no brainer, but too often a "stock" ad will be placed as opposed to taking the time to create an ad specific to the publication.

The ad placement. It is important to know where in the publication the ad will be placed. This will give you an idea of what else will be adjacent to your ad so your design will be appropriate. It will also let you accommodate folds, spines, covers, etc.