Rough guide to the ideal amount of text for your advertisement


QUARTER PAGE 50 to 75 words Less than this can be effective but any more and it can become too text-heavy.


HALF PAGE 50 to 125 words Less than this can be equally effective when combined with a suitable choice of imagery.


FULL PAGE 20 to 250 words Here is where there is scope for a variety of approaches and there are no absolute rules regarding a word count except on the upper limit of approximately 250 words. At this size an advert that is image-heavy and contains minimal text is a common and effective approach.


PLEASE NOTE: These word counts are guides only and we will be happy to discuss them with you and offer input and advice should there be any issues when attempting to follow them.


For convenience we have counted a complete telephone number, an email address and a website address as just a single word each.


Image resources


available to you If you are unable to provide suitable photos for your advertisement Kemps have access to an online image library* at www.shutterstock.com that you can use to choose high-quality images.


When choosing imagery please consider:


THE SIZE OF YOUR ADVERT A picture with a lot of detail may not work well at a smaller size.


THE SHAPE OF YOUR ADVERT If your advert is a quarter page or a full page it will be portrait in orientation. If it’s a half page it will be landscape. Please be aware of this when choosing the orientation of your images.


WHETHER THE IMAGE REFLECTS YOUR COMPANY IDENTITY Any images you choose should be the right fit for your business and for the image you wish to project.


IF THE IMAGE IS TOO GENERIC Try to choose images that are dynamic, modern, inclusive and eye-catching. Avoid over-used or clichéd ones.


* Browse images by keyword then either cut and paste the link of the image you need into an email to us or add the photo ID number to the email. It is beneficial for us if you can choose a selection of images so we have the option of using the one that works best with the text and the space available.


The advertisements on the following pages follow the guidelines Kemps Publishing supply regarding use of pictures and amount of words to great effect and could be looked on as useful inspirations when considering the content of your advertisement...


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