Layouts

In magazine publishing and advertising, artwork or photomaterials proposed for publication may be laid out or developed in three stages: the sketch or thumbnail sketch which blocks out page spaces for headings, visual materials and associated text copy; the rough or visual which uses drafts of headlines and copy and final versions of alternative art or photographs; and the comprehensive or camera-ready mechanical layout. Layouts are used to secure advertiser or editor-publisher approval, however, after approval, unauthorized changes may be made, for example, reducing advertiser's space, or altering or abbreviating text. Such changes may arise from final printing considerations, from conflicts of competive advertisements, from ideological subterfuges or from simple esthetic reconsiderations.