How to convert images for newspaper?

Hi all,
I just got a new assignment that require me to produce newspaper ads for the next few months.
I understand the 25-30% ink gain, I understand the 240% total ink coverage. That's it!
What I don't understand is what settings I should use in conversion, how to make my photo shaper and more colorful with color saturation.
What proofing paper I should use for proofing etc.
Thanks,
Bill

Hi Trevor, Yes The Wall Street Journal, New York Times and Washington Post all wants CMYK files. These days, their colors is getting much better than before. I used the ISOnewspaper30v4.icc profile and the image is ok, it's too flat and dull.
Is there any members here who work in the newspaper industry and process images on a regular base that can offer me some advice? Thanks.

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