How To: Snipes

Snipes are used to update, correct or cover areas on existing billboard advertisements. Snipes are typically printed on a sticky back material called Self Adhesive. The protective backing is removed on location and the snipe is applied to the advertisement like a giant sticker. This substrate differs from vinyl and paper products in absorbtion and surface treatment. It is not as shiny as vinyl yet not quite as matt as paper.

How To: Snipes

Snipes are used to update, correct or cover areas on existing billboard advertisements. Snipes are typically printed on a sticky back material called Self Adhesive. The protective backing is removed on location and the snipe is applied to the advertisement like a giant sticker. This substrate differs from vinyl and paper products in absorbtion and surface treatment. It is not as shiny as vinyl yet not quite as matt as paper. Click the headings below to open the tutorials.

Creating and Sizing Snipes in Photoshop

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This is an illustrated tutorial explaining the process of creating and sizing snipes in a Lamar Graphics Photoshop template.

Step 1. We will start this tutorial on a standard 14 x 48 LG Photoshop template. For this demonstration, we'll be replacing the "8" in the price for a "9". As we all know, screen doors for subs are always $19.95.

Step 2. Start by defining the snipe area with the Marquee Tool. Make sure you select enough area to completely cover the area that will be sniped. You will also want to account for the size of the content replacing this area as well.

Step 3. Create a new layer to cover up the original content. The area is filled with orange in the example to the right for demonstration purposes. Fill yours with the background color or image of the advertisement being sniped.

Step 4. Create another new layer. Now place the new content in the snipe area. In this example the new content is the number "9".

Step 5. If you had to deselect the selection while inserting the new content, just go to the first new layer you created to cover up the original content. CTRL/CMD click that layer (or layer thumbnail in CS2+) in the Layers Palette to activate a selection of the area being covered. Now Crop to that selection. (Image>Crop)

Step 6. Divide the pixel dimensions of this document by 9 to get size product size.

In this case 525px X 385px comes out to 58.33" x 42.78". Always round inches up when determining Snipe and Extension sizes. One inch is the smallest increment allowed when ordering snipes and other products. Plus, when it comes to sniping a billboard advertisement, it's better to have a little extra than not quite enough. The size to order for this snipe will be 59" x 43" (4'-11" x 3'-7").

Preparing Snipes for Submission to Lamar Graphics

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The previous section describes how to create a snipe as well as how to calculate it's size. This next section takes Snipes one level further by setting the file up for the Ultra printing process. The Ultra Hi-res machines are used to print on the sticky back substrates. These Ultra Hi-res machines print at 36ppi, exactly 4 times higher resolution than the standard 9ppi of the original file.

Step 1. Complete steps 1 through 6 in the previous section before beginning this step. Go to the Image>Image Size. Click on the Resolution field shown to the right.

Bonus 2. Change the resolution from 300ppi to 1200ppi. Make sure the Resample Image option is checked and click OK.

This will make the document exactly 4 times larger. This is done to match the print resolution of the Ultra Hi-res machines.

Bonus 3. Open Image>Image Size again. This time uncheck Resample Image.

Now change the Resolution from 1200ppi to 36ppi as shown to the right.

You can see that the pixel dimensions are exactly the same, but the Document Size is now 42.778" x 58.333". Don't those numbers sound familiar? This document is now set up at size in the correct resolution for Ultra Hi-res Printing.

This Snipe is now ready for submission to Lamar Graphics. Just save this file as a .PSD, .EPS, .TIF, .JPG, or .PDF .

Sizing Snipes from Illustrator, InDesign and Quark

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This tutorial will explain the conversion process of finding snipe sizes when using a Lamar Graphics template in Illustrator, InDesign & Quark. The process is the same, but the equation is a little different.

*The following screen shots are from Illustrator but the technique is the same in InDesign and Quark.

Step 1. Start by creating a box to define the area needing to be sniped. It is recommended to do so on a new layer. This will make it easier to edit in Step 4 if necessary.

It's a good idea to leave just a little extra material around the perimeter to ensure full coverage with the new snipe. (As shown to the right.)

Step 2. Fill this box with the same color as the background. For this example, the blue background was sampled for the fill color.

Step 3. Now create the new content for the snipe. In this case a 9 is needed to replace the 8 in the advertised price.

You can turn the colored box layer on and off to check the content is aligned properly in the snipe area.

Step 4. Be sure to check that the fill box completely contains the new content of the snipe. Size adjustment to the snipe fill box may be necessary if the original and new snipe content varies in size in width or height.

* Be sure the snipe area box is sized to contain both the original and new snipe content.

This is done by dividing the document measurements (W: 1.1874 x H: 1.6666) by 0.03 to find the actual snipe size in inches. This document measurements for the snipe box size can be found in the Info Palette in Illustrator and InDesign or in the Measurements Palette in Quark.

Step 5. Now Copy & Paste the Snipe and Content to a new document or delete everything else but the Snipe. Save this file as the production file.

When Placing Your Order: The size of this snipe is (W: 1.1874 x H: 1.6666) ÷ 0.03 = (W: 39.58" x H: 55.55"). This is the actual size of the snipe. You have to round up to the nearest inch when placing a production order with Lamar Graphics. Put 40" x 56" in the product size on the order screen. In the notes section of the order page be sure to list the actual size of the snipe so it can be processed accurately (Special Notes: Actual size = W: 39.58" x H: 55.55"). This will let us know to render this file at exactly 39.58 x 55.55 inches in Prepress. Ensuring you will receive the proper sized snipe.

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