No further context needed other than knowing that this is in the "Advertising" category.

The term "pauta" has many interesting meanings in Spanish (often having to do with lines or rules on paper). In the context of Advertising the term "pauta" is short for "pauta publicitaria":

"La Pauta Publicitaria es el conjunto de espacios publicitarios seleccionados para la comunicación de un producto (u otro) en un periodo de tiempo delimitado..."
http://www.altillo.com/examenes/uces/publicidad/planymedios/...

"pauta publicitaria: ...advertising pattern, advertising plan, advertising schedule or plan"
http://www.websters-dictionary-online.net/translation/Spanis...

The most neutral would be "print advertising plan/schedule."

There are of course different types of advertising or ads - print ads, TV ads, radio ads, and here it's just "print advertising" or "print ads" ("de prensa").

Among ad execs 'taking shop,' they might just say "print ad buy" - although technically that would just be limited to the Media Plan (the scheduling and buying of ad space), and would not include Creative Production (of the artwork).

When speaking a bit more formally, or to 'laymen,' you would probably say "print advertising plan/schedule" - or even "print advertising campaign" (which might connote a bit more - perhaps an overall strategy in addition to just the plan/schedule).

(I've worked in advertising in Puerto Rico.)



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Note added at 49 mins (2008-07-19 20:20:47 GMT)
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Notes:

(1) I have never heard "advertising *pattern*" given by the Webster's Dictionary link above.

(2) It's interesting how the word "pauta" (sometimes considered hard to translate) can correspond to the word "schedule" (also sometimes considered hard to translate). Actually some of their connotations are quite similar: both meaning a demarcation of space or time into smaller, regular units into which things are scheduled/pautado.

TYPO:
'taking shop'
SHOULD BE:
'talking shop'