Creating PDFs for Newspaper Ads?

I'm using InDesign CS5 to create several ads that will be printed in black and white in my client's local newspaper. Each ad includes a grayscale photo. Per the newspaper's instructions, I've done all of my color correction in Photoshop and I'm using the PDF Preset they sent me, which outputs the color to a US Newspaper (NSAP 2007) profile. The ONLY problem I'm having is whenever I open the PDF created with this Preset the ad looks brown. Why is that happening?
Also, should I be setting the color profile in Photoshop as well?
Thanks!

Newsprint is a case where ID's different ways of handling grayscale become more obvious. Modern CMYK profiles can profile the black ink color, which would never be absolute black on press. Not only will a CMYK profile show 0|0|0|100 as a lighter value than absolute black, it might also show the black ink as having some "color". So when the 100% black ink patch is measured for the profile its "color" might not measure as neutral, which I think is the case with newsprint.
If you duplicate an ID doc and assign SNAP to one and the default SWOP to the other, and turn on Overprint/Sep Preview you will get a preview of the two black ink colors:
What further complicates things is, in Photoshop grayscale profiles don't return the more accurate black ink "color" preview. 100% grayscale blacks always preview as absolute black (0|0|0 RGB), which won't in fact happen on press and with newprint the effect will be more obvious.

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I have had a problem recently when I have created PDFs from InDesign. I have outlined the text, and created the PDF. It previews fine on my Mac, but when I send it to a client who is using a PC they notice that certain letters (eg. 'l') appear bold. This is not in the original file. I have had this problem with Illustrator aswell. One work round that I notice was that instead of outputting at 72dpi (Mac screen resolution), I have outputted at 96dpi (PC screen resolution). However, this increases the file size.
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Creating PDFs for Newspaper Ads?

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