Newspaper ad design... getting a good black?

This may be a question that has a definitive answer - and I hope so... I do some newspaper marketing for a client and I am looking for some good guidelines regarding newspaper design - from a technical point of view.
1 - Should I use 100%k for my blacks? Is trying to make a rich black on newspaper stock a mistake because of marginal newspaper press registration?
2 - I convert pantone colors now before I output to PDF - but should I stick with a certain spectrum of colors (within the CMYK gamut) for color ads?
3 - Are there any sites that talk about the technical aspects of newspaper ad design as opposed to how to compose and ad?
Thanks!

Entertain me for a second - and this is purely curiosity (but you don't learn if you don't ask)
1 - The graphics department at a newspaper gets an ad that they have to remove the rich black from an area.
2 - My simpleton thinking would be - provided like you said - to open it up in photoshop and alter the channels.
Is that how they would accomplish that?
Where do you learn more technical (production workflow) aspects to photoshop - like this? Is there a good book? Or is it a PDF book? And separately but sort of related - I was in a discussion over papers the other day and what the new offerings were. And the discussion lead to adjusting the curves of the midtones of your image to really open up the detail in darker areas. I'm sitting there going "where do people learn this? it can't all be osmosis?"
Sorry if this rambles a bit. Again - thanks. you all continue to be a huge help.

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Newspaper ad design... getting a good black?

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