Make-up, another support department, is responsible for laying out ad placement on each page of both newspapers. During this process, it must maintain an overall ratio of 65 percent advertising content to 35 percent editorial content. Understanding the basic functions of this department is key to understanding the aesthetics of newspaper design. 

Advertising placement is based on client requests and color opportunities. Color is only available on certain pages and in certain positions. Some clients pay an up-charge guaranteeing their ad placement. Accommodations for all other position requests are on a first-come, first-served basis. All advertising position requests take precedence over editorial position requests with the exception of the front page.