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ATS 2019 Style Guide

Requirements for medical bag inserts, door drops, ads in the ATS Daily Bulletin, Exhibit Guide, the Final Program, direct mail and e-mail pieces, banners, clings, aisles signs, and all other promotional materials. The ATS edits text to conform to the Style Guide.

American Thoracic Society

On first reference: The American Thoracic Society. On second reference/use in headline: T/the ATS or T/the Society. Possessive: the ATS's (not the ATS').

ATS 2019 Convention Center Name

On first reference, T/the Kay Bailey Hutchison Convention Center Dallas. On second reference and in headline: KBHCCD

ATS 2019 International Conference Name

On first reference: The/the ATS 2019 International Conference (Exceptions include pages within the International Conference website and promotional materials in which the context is immediately clear or space is limited).

On second reference and in headlines:

  • ATS 2019 Dallas (No dot, hyphen, en dash, or em dash between year and location.)
  • ATS 2019
  • T/the International Conference
  • In longer texts - in which variety makes copy more readable - and in direct quotes, "conference" (rather than International Conference) is acceptable.

Not acceptable: meeting, annual meeting, congress, or event.

Cities, States

All domestic and international cities are followed by state, province, and/or country. Domestic cities do not need to be followed by country. Example: Dallas, Texas

Dates, Months

Abbreviate these months AP Style: Jan., Feb., Aug., Sept., Oct., Nov., Dec. Do not include “th” in the date. Examples: Jan. 7 and July 7. Use a year if not apparent: Jan. 7, 2019. Spell out when using alone or with a year:

  • It was an unseasonably warm December.
  • They planned to revive the initiative by March 2019. (No comma between month and year in this instance.)
  • How to list time for events: Time and Time Zone, Day, Date.
    • Example: 5 p.m. EDT, Thursday, Aug. 29, 2019

Exhibit Hall

Capitalize First Reference: T/the ATS 2019 Exhibit Hall
Second Reference/Headline Reference: T/the ATS 2019 Exhibit Hall; T/the Exhibit Hall

Acceptable References to Booth Numbers
The following are all acceptable references to booth numbers at ATS 2019. For references that appear outside of the Kay Bailey Hutchison Convention Center Dallas (mailers, etc.) "at ATS 2019" is required after each of the options listed below. For references that appear inside the convention center (banners, floor clings, etc.), it is not.

  • Stop by Booth #XXX
  • Visit Booth #XXX
  • Visit Stand #XXX
  • Visit us at Booth/Stand #XXX

Graphic Design Rules

Advertisers, exhibitors and supporters cannot:

  • Use the ATS logo or tagline
  • Use the ATS 2019 logo
  • Use the ATS blue (reflex blue)
  • Use the ATS 2019 artwork (as treated by ATS 2019)
  • Use the ATS 2019 colors:
    • PMS 2758 C (and its 'family' - i.e. similar colors in the PMS and/or Web-safe palettes)
    • PMS 3225 C (and its 'family' - i.e. similar colors in the PMS and/or Web-safe palettes)
    • Pantone Orange 021 C (and its 'family' - i.e. similar colors in the PMS and/or Web-safe palettes)
    • Reflex Blue

Required Text for Guru Bar Ads

  1. An Guru Bar presentation at the ATS 2019 International Conference
    This presentation is sponsored by ________ (name of sponsor), and is open to all ATS 2019 International Conference attendees.
    -OR -
  2. An Guru Bar presentation at the ATS 2019 International Conference
    This workshop is sponsored by _______ (name of sponsor). Due to regulatory restrictions, this workshop is only available to attendees (from/not from) the United States (or other regions, countries).

Required Text for Industry Theater/Mini Theater Ads

  1. An Industry Theater presentation at the ATS 2019 International Conference
    This presentation is sponsored by ________ (name of sponsor), and is open to all ATS 2019 International Conference attendees.
    -OR -
  2. An Industry Theater presentation at the ATS 2019 International Conference
    This workshop is sponsored by _______ (name of sponsor). Due to regulatory restrictions, this workshop is only available to attendees (from/not from) the United States (or other regions, countries).

Required Text for Industry-Organized Non-CME Symposia Ads

  1. An Industry-Organized Symposium at the ATS 2019 International Conference
    A non-CME educational program sponsored by _______ (name of sponsor) open to all ATS 2019 International Conference attendees.
    -OR -
  2. An Industry-Organized Symposium at the ATS 2019 International Conference
    All ATS 2019 International Conference attendees are invited to attend this non-CME educational program sponsored by _______ (name of sponsor).
    -OR -
  3. An Industry-Organized Symposium at the ATS 2019 International Conference
    A non-CME educational program sponsored by _______ (name of sponsor). Due to regulatory restrictions, this program is only available to attendees (from/not from) the United States (or other regions/countries).

Required Text for MECC-Organized Non-CME Symposia Ads - (MECC - Medical Education Communication Company)

  1. A MECC-Organized Symposium at the ATS 2019 International Conference
    A non-CME educational program sponsored by ________ (name of sponsor) and supported by a Grant from ________ (name of supporter) open to all ATS 2019 International Conference attendees.
    -OR -
  2. A MECC-Organized Symposium at the ATS 2019 International Conference
    All ATS 2019 International Conference attendees are invited to attend this non-CME educational program sponsored by ________ (name of sponsor) and supported by a Grant from ________ (name of supporter).

Required Text for Practical Workshop Ads

  1. A Practical Workshop presentation at the ATS 2019 International Conference
    This workshop is sponsored by ________ (name of sponsor), and is open to all ATS 2019 International Conference attendees.
    -OR -
  2. A Practical Workshop presentation at the ATS 2019 International Conference
    This workshop is sponsored by _______ (name of sponsor). Due to regulatory restrictions, this workshop is only available to attendees (from/not from) the United States (or other regions, countries).

Room Locations

When referencing room locations, include hotel name, followed by room name, followed by building and/or level in parenthesis.

Time

Midnight, 12 p.m., 11 a.m., 1 p.m., 9 to 11 a.m. or 9‒11 a.m., 9 a.m. to 5 p.m. All times should indicate time zone (EST, EDT, etc.) unless it’s clear from the context or a previous reference in the text to the time zone. (The ATS IC Final Program receives special treatment due to layout consistency — time may be shown with double 0s. For example: 9:00 a.m.) Note: Do not use “noon.” Instead, use “12 p.m.”

  • How to list time for events: Time and Time Zone, Day, Date.
    • Example: 5 p.m. EDT, Thursday, Nov. 7, 2019.

United States, U.S.

Acronym acceptable when used as an adjective or noun. Examples:

  • We have many members based in the United States.
  • We have many members based in the U.S.
  • We value our U.S. members.