fSh V.' m^ i^ r ■ U ,li^-^n ifl -hJ^ '^.^'"■^: '^^i^V . iL. International Library of Technology A SERIES OF TEXTBOOKS FOR PERSONS ENGAGED IN ENGINEER- ING PROFESSIONS, TRADES, AND VOCATIONAL OCCUPATIONS OR FOR THOSE WHO DESIRE INFORMATION CONCERN- ING THEM. FULLY ILLUSTRATED MEDIUMS CATALOGS. BOOKLETS. AND FOLDERS DIRECT ADVERTISING MANAGEMENT OF GENERAL CAMPAIGNS SCRANTON INTERNATIONAL TEXTBOOK COMPANY 102C Mediums: Copyright, 1919, by International Textbook Company. Copyright in Great Britain. Catalogs, Booklets, and Folders, Part 1: Copyright, 1909, 1919, by International Textbook Company. Copyright in Great Britain. Catalogs, Booklets, and Folders, Part 2: Copyright, 1909, 191S, by International Textbook Company. Copyright in Great Britain. Direct Advertising: Copyright, 191S, by International Textbook Company. Copyright in Great Britain. Management of General Campaigns, Parts 1 and 2: Copyright, 1909, 1916, by International Textbook Company. Copyright in Great Britain. Management of General Campaigns, Part 3: Copyright, 1916, by International Textbook Company. Copyright in Great Britain. All rights reserved . Press of International Textbook Company Scranton, Pa. 77329 102C PREFACE The volumes of the International Library of Technology are made up of Instruction Papers, or Sections, comprising the various courses of instruction for students of the International Correspondence Schools. The original manuscripts are pre- pared by persons thoroughly qualified both technically and by experience to write with authority, and in many cases they are regularly employed elsewhere in practical work as experts. The manuscripts are then carefully edited to make them suit- able for correspondence instruction. The Instruction Papers are written clearly and in the simplest language possible, so as to make them readily understood by all students. Necessary technical expressions are clearly explained when introduced. The great majority of our students wish to prepare them- selves for advancement in their vocations or to qualify for more congenial occupations. Usually they are employed and able to devote only a few hours a day to study. Therefore every effort must be made to give them practical and accurate information in clear and concise form and to make this infor- mation include all of the essentials but none of the non- essentials. To make the text clear, illustrations are used freely. These illustrations are especially made by our own Illustrating Department in order to adapt them fully to the requirements of the text. In the table of contents that immediately follows are given the titles of the Sections included in this volume, and under each title are listed the main topics discussed. At the end of the volume will be found a complete index, so that any subject treated can be quickly found. International Textbook Company '-tribo CONTENTS Folders V 30 32 Mediums . Section Page Functions, Selection, and Use of Mediums. . 16 1 Classification and Description of Mediums. .16 11 Selection of Mediums 16 23 General Tests of Mediums 16 27 Procedure in Making Selection 16 Example of Selection of Medium 16 Use of Mediums -.16 47 Copy Suitability 16 47 Art and Typographical Treatment 16 61 Space 16 62 Frequency of Insertion 16 63 Position 16 63 Supplemental Uses of Mediums 16 73 Contract Relations with Mediums 16 81 Catalogs, Booklets, and Folders Circular Matter in General 18 1 Classification of Circular Matter 18 2 Planning Printed Advertising 18 3 Mechanical Details 18 6 Size of Leaf 18 7 Number of Pages 18 10 Binding 18 10 Illustrations 18 1^ Paper, Typography, and Color Harmony. . . 18 19 Covers .' 18 28 Inside Pages of Catalogs, Booklets, and 18 42 vi CONTENTS Catalogs, Booklets, and Folders — Continued Scctio)i Page Illustrations for Inside Pages 18 74 Special Pages 18 77 Miscellaneous Points 18 87 Planning, Writing, and Arranging of Mat- ter 19 1 Laying Out the Job 19 10 Folders 19 14 Seeking Cooperation of Printer 19 19 Writing the Copy 19 21 Arranging Copy for the Printer 19 41 Correcting Proof and Making Up Proof Dummy 19 43 Direct Advertising Purpose and Methods of Direct Advertising 20 1 Means of Direct Advertising 20 4 Form Letters and Follow-Up Systems 20 4 Blotters 20 11 Circulars 20 14 Catalogs 20 14 Booklets 20 18 Folders 20 20 Mailing Cards 20 23 Broadsides 20 23 Sales Letterheads 20 25 Envelope Enclosures 20 25 Novelties 20 28 Portfolios 20 29 Poster Stamps 20 29 House Organs 20 29 Sampling 20 30 Direct Advertising as Applied to Specific Problems 20 30 Paving Way for Salesmen 20 31 Follow-Up Work 20 32 Postage for lM)llo\v-Up Matter 20 32 CONTENTS vii Direct Advertising — Continued Section PiUjc Dealer Work 20 34 How the Wholesaler Can Use Direct Adver- tising 20 35 How the Retailer Can Use Direct Advertis- ing 20 36 How Ranks Can Use Direct Advertising. . . 20 37 Mechanical Details of Direct Advertising. . . 20 39 Postal Information 20 46 Typical Campaigns 20 51 Management of General Campaigns Introduction 21 1 Planning Selling Campaigns 21 2 The General Advertising Campaign 21 11 Distribution 21 13 The Name and the Package 21 22 Trade-Marks 21 26 Beginning the Advertising Campaign 22 1 The Advertising Appropriation 22 3 Trade Chartnels and Conditions 22 6 Prices 22 9 Methods of Advertising 22 11 Linking the Advertising with the Sellers. . . 22 15 Selecting Advertising Mediums 22 22 'Miscellaneous Advertising Matters 22 26 Typical Campaigns 22 35 Producer to Consumer Campaign 22 36 Campaign to Introduce a New Clock 22 44 Scott Paper Company Campaign 22 51 Harnessing Dynamite to the Plow 22 58 Colgate Campaign to Establish American Quality 22 76 International Silver Company Campaign to Cultivate the Public 22 85 Imperial Coffee Campaign 22 94 MEDIUMS I rX( TIOXS, SELECTION, AND USE OF 3IEI)IU3IS WHAT A MEDIUM IS AND DOES DEFINITION 1. The term medium as used in connection with adver- tising means any carrier which conveys an advertising message to any one involved in the distribution, purchase, or use of the commodity advertised. No matter how strong the message may be, the right results cannot be obtained unless that message reaches the right people and reaches them in the most effective way. Frequently the selection of mediums is the most important, and the hardest, thing an advertiser has to decide. Even the strongest message is wasted if the wrong mediums are used to carry it, while, on the other hand, even a mediocre message has some value if placed in the proper medium. The effective- ness of every advertising message depends to a greater or less degree upon its appropriateness to the medium that carries it. In every case, the medium either adds something to, or detracts something from, the strength of the advertising. There is no one best advertising medium — no one best kind of medium. Value, as applied to mediums, is always relative. A very valuable medium for one advertiser may be worthless for another. COPYRiCHTEO OV INTERNATIONAL TEXTE.;)OK COMPANY ALL RIGHTS RESEHVKD 1 L T li,2C— 2 2 MEDIUMS § IG The best medium for any given advertiser is always the one that enables him to tell his story to the greatest number of those people who should know it. in the most emphatic and impres- sive manner, and without costing too much. KS.SK.\TIALS THAT A MKDIl n SHOl XD I'OSSESS 2. 'i'here are three things which every medium must have in some degree. They arc known as, first, attcnt'on value; second, reader interest ; and third, reader confidence. Usually, the medium's value is chiefly dependent upon the measure in wliich it possesses these three requisites. 3. Attention Value. — No medium can have merit unless the advertisements it carries are sure at least to be seen by most of those who comprise its audience. The mediinn must pro- vide the right eyes to read the advertisements it carries. And the more carefully and attentively the readers examine the medium, the greater its value to the advertiser, all other things being equal. The attention value of a medium is measured by the probability of its advertisements being seen ; and the char- acter and subject of the particular advertisement influence this probability to a varying degree in each medium. Attention value is measured in three ways : (1) by the degree of probability that the advertisements will be seen at all ; (2) by the proportion of the medium's readers that will actually look at the advertisements; (3) by the degree of attention and thought they are likely to give to the advertisements when they read them. To illustrate : The attention value of a street-car card is rela- tively high, ( 1 ) because the card is almost sure to be glanced at, at least; (2) because, of the medium's entire audience, about one-half — those passengers sitting opposite — usually see the card; and (3) because those sitting opposite the card have l)lenty of time to study it carefully and, what is ol e((ual importance, to tliink about it. On the other hand, the attention value of a newspaper class'- lled advertisement is relatively low, (1) because the chance §i() mi-:l)1ums 3 that the advertisement will he seen at all is very small ; (2) because a comparatively small percentage of the whole number of readers of the newspaper ever see the advertise- ment; and (3) because the individual classified advertisements get little more than a fleeting glance, except from the com- paratively few who search them out. And still another illustration: A number of magazines have in recent years changed their size and form from tlie old standard, or book, size, in which usually all the advertisements were segregated in the front and back advertising sections, to the newer flat size, with pages nearly twice as large, and so made up that at least one column of every two pages, right through from cover to cover, is devoted to reading matter. This change did away entirely with the solid advertising sec- tions, and automatically provided for opposite to, or next to, reading matter position for each advertisement carried. One of the chief reasons for this change was the realization by the publishers that the attention value of the old segregated adver- tising sections was not what it should be, and that the larger fiat form very much increased the attention value of these magazines as advertising mediums. 4. Reader Interest. — The general term reader interest is used to indicate the hold that a medium has on the audience it reaches — in other words, the eagerness and enthusiasm of that audience for the medium. It is the measure of their spontaneous desire for it and of their genuine interest in it as a whole — not their absorption in some particular story in it, or in some other special feature it presents. One of the surest ways of testing reader interest would be to get absolutely truthful answers from a representative part of the audience of the medium to some such queries as, "How much would you miss (the medium) if you no longer saw it?" or, "How easily and willingly could you get along without it?" or, "Is it indispensable? — if so, why?" Finally, reader interest depends chiefly upon the kind and quality of the editorial matter that the publication offers its readers. When all is said and done, the editor is really the 4 MEDIUMS §10 truest standard of measurement of the medium's value. lie it is who creates and holds reader interest. He it is who endows the advertising^ pai^^es with whatever power they pos- sess. If he thorouglilr understands his business, then he knows both what his reading public wants and also how to get it for them. If he does not know his business, or if he fails to keep in close touch with the thoughts, likes, and dislikes of his readers, then reader interest inevitably falls ofT, and the medium's value to advertisers declines proportionately. The greater the reader interest a medium enjoys, the greater its value to most advertisers, other things being ecpial. It usually happens that mediums possessing high attention value are weak in reader interest, and while those having less attention value often offer more than average reader interest. For instance, the attention value of many trade papers is low, while their reader interest is unusually high. On the other hand, electrical advertising signs possess enormous attention value, and little, if any, reader interest. 5. Reader Confidence. — The third — and, unfortunately, usually the most rarely found — essential of an advertising medium is reader eonfidence. This is different from reader interest, in that it goes one step further, and introduces the element of trust. Many mediums possess reader interest in large measure, without enjoying the confidence of their audi- ence to any appreciable extent. Certain newspapers, for instance, present their news in a highly sensational manner, in order to increase reader interest. This ])ractice in the long run invariably decreases the conlidence of their readers, who soon adopt an attitude of more or less instinctive and habitual skep- ticism with regard to the reliability and good 'faith of much that they see in that medium. On the other hand, other newspapers and magazines have done a great deal to foster their readers' confidence, by care- ful, conservative, consistent, editorial policies; by judicious censoring of their advertising sections in order to protect their readers from all false, misleading, or exaggerated statements, K k; MlilJlUAlS 5 o and their reputable advertisers from all unwholesome com- pany ; and by guaranteeing to their readers the good faith and utter reliability of all of their advertisers. This, of course, includes declining to accept the advertisements of any whom they are unable so to guarantee. In the case of most advertising mediums, reader confidence is the important essential. That this is true is not so generally understood as it should be. It is the most important because confidence in the medium itself almost invariably automatically creates similar confidence in the advertisements in the medium. If the audience believes thoroughly in the medium, it is from the very outset a bit prejudiced in favor of the advertisers in it, rather than against them. A firm belief on the readers' part that everything seen in a given medium is trustworthy is the most favorable attitude of mind an advertiser can possibly desire. It means that his advertising message will be taken at its par value. It means entire absence of that suspicious frame of mind which says or -thinks, "Oh, it's only an advertisement !" It means an open-mindedness and a. willingness to be shown, which o-o a long way toward making the advertising achieve its fullest purpose. The medium, so to speak, introduces the advertiser to the audience, and, by so doing, stands sponsor for him. The adver- tiser and his message are accepted by the audience on the strength of the medium's indorsement and receive a welcome in exact proportion to the regard of that audience for that medium. If the medium is believed in and trusted, the adver- tiser and his message receive as cordial a welcome as does the medium itself. If, however, the audience has little or no con- fidence in the medium, then the advertiser introduced by it is under a corresponding disadvantage, and must operate from the start under the handicap of more or less suspicion. There are some mediums that rank high in reader confidence, although they possess very little, and sometimes not any, reader interest. This is usually true of directories, for example. In their case, however, the confidence does not necessarily extend to the advertising carried, because direc- 6 MEDIUMS §16 tories are known usually to accept almost any kind of adver- tisement. G. Very few advertising mediums combine, in any large measure, all three essentials of attention value, reader interest, and reader confidence. The degree in which each of these three factors is possessed by a given medium determines largely its relative value for different types of advertisers. Fortu- nately, not many types of advertising messages require the same combination of these three elements. In fact, a rather wide range of combinations is demanded. A retail merchant seeks chiefly attention value. A high-grade mail-order advertiser usually requires more reader confidence than anything else — the indorsement of the medium to him means a great deal. A cheap mail-order advertiser, on the other hand, is looking for attention value, as is also the promoter of any novelty. An advertiser whose task it is to introduce a new and improved method, or a superior article to replace one in common use, or whose success depends upon his ability to induce people to do, or to use, something in preference to whatever they have been accustomed to doing or to using, needs all the reader interest and reader confidence of which he can avail himself. His message requires careful, serious reading, no matter how long it takes, and also — and of even greater importance — it requires the greatest possible support and indorsement on the part of the medium. Though mediums that possess only two, and sometimes even only one, of the elements of attention value, reader inter- est, and reader confidence, may have considerable value for certain advertising, it is true that the more fully a medium com- bines these essentials the higher the advertising rates that it can justifiably command. The fact that they offer advertisers so much of each of the three essentials is the chief reason why certain magazines for women earn consistently, year after year, advertising revenues which, in comparison with average magazine earnings, are enormous. "J'ime was when all advertising was nothing more than intrusion. Nowadays, the less intrusive it is, the more success- § ir> MEDIUMS 7 fill it is in most cases. And the more attention value, reader interest, and reader confidence a medium has, particularly the latter two, the less intrusiveness the advertisements it carries have. FINCTIOIVS— WHAT A MRDILM SHOULD DO 7. A medium should do three things ; and the hetter it does them, the more valuable it is. It should, first, concentrate upon the desired market ; second, involve a minimum of waste ; and third, it should produce results in reasonable proportion to its costs. 8. Concentration. — Since not all advertisers aim to reach the same market, the performance of the medium in rela- tion to concentration is not measurable by any rule that can be universally applied, but may rather be judged only in relation to individual Cases and requirements. In other words, the more nearly its audience coincides with the particular market that any given advertiser desires to reach, the better medium it is for that advertiser. An advertiser's market may be limited : ( 1 ) To a certain geographical or territorial division; (2) to a stratum or layer, or class, of society; or (3) to one sex only. These limiting factors might be considered to be the three dimensions of the market. 9. The territorial dimensions of the advertiser's market are controlled more by the nature of his business and the amount of competition he must face than by the breadth and universality of appeal of the commodity advertised. The average retail merchant, for instance, such as the jeweler, the shoe dealer, or the department-store owner or manager, adver- tises profitably to such people only as are located within rea- sonable shopping distance of his place of business. If his busi- ness is chiefly in continually rebought merchandise, and the competition in his line is severe, his market is usually confined largely to those people who live nearer to his store than to those of his competitors. The typical neighborhood drug store or corner grocery is an illustration. S MEDIUMS §16 On the other hand, if the advertiser be a manufacturer of a staple article of universal consumption, such, for example, as soap, coffee, or hosiery, then the only geographical limits to his market are those imposed by competitors, who may already control certain territories — usually those included within a certain radius of their factories or places of busi- ness — and by the increasing costs and dif^culty of doing business farther and farther away from home. A mail-order advertiser has practically no geographical limitations, except those of transportation costs and of time required for trans- acting business. 10. When limitation (2) — class of society — determines the extent of the market, its normal boundaries will be created by some such considerations as the first cost, maintenance cost, appearance, pride of ownership, and utility or service of the article itself, and the breadth, intensity, and stage of development of the demand for it. A grand piano obviously will appeal to a much thinner stratum of society than a two-hundred-dollar phonograph, while this phonograph, in turn, will appeal to only the topmost stratum as compared with a fifteen-dollar machine. And it is not so many years ago that there was practically no demand at all for the more expensive phonograph ; since then, the further development of the demand for phonographs has very greatly extended the boundaries of the market for them. Similarly, superfine bonbons, in imported art boxes, at a dollar and a half, two, or five dollars the pound, will appeal only to a very thin veneer of so-called "exclusive" society, while good wholesome candy at forty or fifty cents the pound will be bought gladly by most of the upper and middle-class people ; and chewing gum, at a penny a stick, is popular with everybody, high and low, rich and poor. 11. Whether limitation (3) — sex — will influence the extent of an advertiser's market depends on the commodity or service advertised. It is essential, however, in this connection to dis- criminate between the primary and the secondary markets. §J(i MKUIUMS 9 It is not well enough understood that the market which must be reached by the advertising comprises, primarily, the pur- chasers of the goods advertised. The actual users of the goods, in cases where they are not themselves the purchasers, are of only secondary importance as a factor in the market. Conse- quently the primary market for food products, for instance, consists almo'st entirely of women, because they buy practically all of the food, although they actually consume less of it than do the men. Here the men constitute the secondary market, but in this case the secondary market is important. When it comes to automobiles the conditions are exactly reversed, the men forming the primary market, and the women the secondary. Sometimes both markets are of equal impor- tance. In such cases, however, they usually respond most readily to well-dilTerentiated types of appeal. It is very rare that an advertising medium is able to offer to an advertiser an audience that coincides closely with his whole market as determined by the limiting factors, territorial requirements, class of society, and sex. Territorial considera- tions often eliminate from consideration all except strictly local mediums, and usually none of these can offer an audience that, as to strata and sex, even approximates the requirements of a prospective advertiser's market. It is desirable that the audi- ence should coincide with the market; therefore, in practice, the nearer the audience comes to so coinciding, the more valu- able to the advertiser is the medium through which the audience is reached. 12. Avoidance of Waste. — Because no medium ever presents to an advertiser an audience that is one hundred per cent, perfect for that advertiser's message, a certain degree of waste nmst always be taken for granted. All other things being equal, that medium best performs its proper functions which offers the least percentage of waste to each of the greatest number of prospective advertisers. And that medium is best for a given advertiser which obliges him to buv, along with the valuable i)art of its audience, the smallest possible part which to him represents waste. 10 MEDIUMS § 16 Strictly speaking, it cannot be surely said that any circulation or distribution of an intelligently prepared advertising message is absolutely of no effect, even though it be outside the bound- aries of the advertiser's natural market. Like bread cast upon the waters, practically all advertising ultimately comes back, oftentimes in some obscure, indirect way, and not infrequently without the advertiser in the least realizing it. Except in cases where the advertising is harmful, the return takes the form of obstacles removed and resistance reduced. The point is that while no good advertising is really lost, some advertising is of far greater and more quickly returned value than is other advertising. The wise advertiser places his advertising in those mediums which offer to him the greatest percentage of certainty and immediately valuable circulation with the least percentage of circulation whose value for him is undetermined and questionable, or, at best, slow-acting — in other words, the minimum of what is, relatively speaking, waste. 13. Production of Satisfactory Results. — It is obvious that a medium must do its work at a reasonable cost to the advertiser ; otherwise, he cannot afford to use it. There is no fixed standard by which to determine what in all cases would be a satisfactory ratio of returns or results to the cost of advertising in a given medium. The cost that one advertiser can afford to pay for a certain amount of returns may be entirely prohibitive for another advertiser whose cost of doing business is higher or whose margin of profit is less. For example, each of two advertisers might invest $500 in advertising and, as a result, each might sell goods to the amount of $2,000. If one man's cost of goods and expense of handling them were $1,000 besides the cost of advertising, his profit would be $500. If the other man's expense and costs amounted to $1,500, he would have no profit after paying for his adver- tising. Each advertiser, therefore, nuist decide for himself what amount of returns or results he nuist get from his advertising § 16 MEDIUMS 11 cxpenditl^re in order to make it profitable; that is, the ratio between advertising expenditure and results. Then he must decide, as best he may, what mediums can give him such results or better. Experience may show that certain mediums give results much better than the necessary minimum. In such cases, if the advertising appropriation is limited, it would be good business policy to drop some of those that showed results only slightly above the necessary minimum and to concentrate expenditures on the better paying ones. On the other hand, if the number of mediums were limited, it might be advisable to use all that showed results above the minimum in order to produce a desired total amount of business. Of course, the accurate checking up of the results obtained by any medium is at best a difficult undertaking. Often it is wholly impossible, as, for example, in the case of general-pub- licity advertising. Under such conditions the results can only be measured indirectly. This is best done by taking account of the degree to which the medium possesses the three essentials, of attention value, reader interest, and reader confidence, and the degree in which it performs the other two functions, of concentrating on the desired market and of minimizing waste. Erom these data it should then be possible to estimate whether the advertising value of a medium is equal to the cost of using it. CLASSIFICATION AND DESCRIPTION OF MEDIUMS 14. The Variou.s Kinds of Mediums. — There are almost as many different kinds of advertising mediums as there are different kinds of people in the world. Comparatively few of this great number^of mediums have much commercial importance. Circulation statements giving the circulation by states may be had for w^eekly and regular standard monthly publications, also for women's, agricultural, trade, professional, and technical publications. These statements are similar in form to the one shown in Eig. 1, which is that of s very large national weekly. 12 .MI-.DIUMS K) lable 1 shows the distribution, according to strata of popula- tion, of four leading national weeklies. The better class of publications belong to what is called the Audit Bureau of Circulation, and furnish audited statements Circulation Statement of a Leading National Weekly Average Circulation for six-months' period 1901013 Mail Subscribers (Individual) Net Sales through Newsdealers TOTAL NET PAID Term Subscriptions m Bulk Single Issue Sales in Bulk TOTAL NET PAID INCLUD G BULK Correspondents . Advertisers 656 1236 1892 1893 440 187 627 46 378 051 539 BROUGHT FORWARD Advertising Agency Exchanges and Complimentary. Samples Canvassers Employees File Copies . TOTAL DISTRIBUTION 590 632 168 350 703 570 Net paid clrculati Dn by states STATE MAIL SUBSCRIBERS NEWSDEALERS STATE MAIL SUBSCRIBERS NEWSDEALERS | Maine New Hampshire . . Vermont Massachusetts . . . Rhode Island . . . Connecticut. . . . 5 2 3 23 3 9 460 835 070 534 425 007 8 4 3 54 7 20 240 453 243 621 576 429 Indiana. . . . Illinois .... Michigan . .. . Wisconsin . . Minnesota . . Iowa .... Missouri . . . I^lorth Dakota . South Dakota . Nebi-aska . . . Kansas. . . . 15 37 27 17 16 20 16 7 5 11 10 877 678 365 265 438 603 575 399 896 307 615 34 94 49 20 30 29 36 5 6 15 19 683 526 918 997 718 895 462 773 525 928 759 NEW ENG. STATES 47 331 98 567 New York .... New Jersey .... Pennsylvania . . . 60 16 47 1 6 4 752 392 084 403 612 428 139 35 91 1 14 14 835 522 307 993 079 987 Maryland MIDDLE STATES 228 675 421 702 Dist. of Columbia. . Montana . . . Wyoming. . . Colorado . . . New Mexico Arizona . . . Utah .... Nevada . . . Idaho .... Washington Oregon . . . California WEST. STATES Unclassified , . 10 2 10 3 1 4 IS 9 35 165 485 520 777 Oil 536 004 444 144 582 584 12 2 17 4 6 7 2 6 32 14 95 432 299 070 843 921 727 481 498 067 547 695 EAST. STATES . . 136 673 297 723 V"g.n.a North Carolina. . . South Carolina. . . Georgia . , . . - Florida 9 6 4 7 4 760 910 807 777 997 16 10 9 18 . 13 715 574 004 240 SO. E. STATES . . 34 251 67 815 Kentucky West Virginia . . . Tennessee .... 7 6 5 4 4 19 7 4 713 351 014 113 386 071 403 320 703 10 9 13 13 7 10 46 20 9 544 528 021 163 905 594 697 209 97 258 202 580 Mississippi .... Louisiana UNITED STATES Canada . . Alaska & U. S Poss Foreign ^ . . . Miscellaneous . . 610 267 1228 320 Texas • Oklahoma .... Arkansas 28 5 5 322 721 107 90 2 14 724 669 799 So. W. STATES. . 66 079 . 139 933 Ohio 4: 657 76 518 GRAND TOTAL 649 417 1336 612 of thcii- circulatidiis lo iJu-ir subscribiTS. Mam advertisers are nienihfrs of this lUucau and sfiid din'ct to tlie llurcau for tin- statements. u MEDIUMS 16 Mediunis may be grouped into ten important classifications, most of which have a number of subdivisions. Arranged in descending order of importance, the principal kinds of adver- tising mediums are as follows: (The publications in each group are arranged alphabetically.) 1. MAGAZINES AND PERIODICALS \\'eeklies Rct'icw and Comment Independent Literary Digest New Republic Outlook General Collier's Leslie's Saturday Evcnin Humorous Judge Life Post Spccialiccd Christian Herald Scientific American Standards All are monthlies except as noted. Tlicse include the large sizes sometimes called flats. General American Cosmopolitan Everybody's Hearst's McClure's Metropolitan Sunset Literary Atlantic Monthly Century Harper's National Geographic Scrihner's Rez'icw and Comment Current Opinion North American Review Review of Reviews World's Work Fiction Ainslee's All Story (Weekly) Argosy (Weekly) Munsey's Popular (Semimonthly)' Red Book Popularized Science Electrical Experimenter Illustrated World Popular Mechanics Popular Science Monthly Outdoor All Outdoors Field and Stream Forest and Stream Hunter-Trader-Trapper National Sportsman Outdoor Life Outer's Book Outing Motion Pictures Motion Picture Clas.ic Motion Picture Magazine Photoplay § IG MEDIUMS 15 Womkn's Publications All are monthlies, except as noted. General Farmer's Wife Delineator Holland's Magazine Designer Home Life Good Housekeeping People's Home Journal Ladies' Home Journal People's Popular Monthly McCall's Southern Woman's Magi.zine Pictorial Review Today's Housewife Woman's Home Companion Woman's World Woman's Magazine Specialized Rural Modern Priscilla American Woman Mother's Magazine Comfort Needlecraft Agricultural Publications There is a long list of agricultural publications. Some are national in scope, such as The Country Gentleman, the Farm Journal, and Suc- cessful Farming. A number are sectional, such as The Progressive Farmer, circulating largely in the Southern States; The Farmer, of St. Paul, Minn., circulating to a large degree in the Northwest; and Farm & Ranch, circulating in Texas and the Southwest. The others, too many to list, have their appeals mainly in a certain state or states. Some of these publications are specialized into divisions such as dairy farming, livestock raising, fruit growing, poultry raising, and power farming. The larger number of the agricultural publications are weeklies, some are semimonthlies, and a few are monthlies. Mail-Order Publications These are papers carrying a preponderance of mail-order advertising. All are monthlies except as noted. Capper's Weekly (Weekly) Hearth and Home and Good Chicago Ledger and Saturdaj- Stories Blade (Weekly) Home Friend Grit (Weekly) Household ientlewoman Household Guest Juvenile Publications All are monthlies except as noted. American Boy St. Nicholas Boys' Life Youth's Companion (Weekly) Boys' Magazine Trade Publications Practically every trade or industry has its own publication or publica- tijns. Some of these are strong enough to be powerful national IG MKDIUMS §10 influences; otiiers are liDpelcssly weak. Each of the following trades supports several good trade papers : Advertising Agents Agricultural Implements Architecture and Uuilding Auctioneers Automobiles, Gas Engines, etc. Awnings, Siiades, Tents, etc. Baking Barbers and Hairdressers Barrels, Boxes, and Packages Blacksmiths and Horseshoers Books, Book Trade, and Writers Bottling Brick, Tile, etc. Jjuilding Management Butchers and Meat Packers Carriages and Harnc-ss Cement and Concrete Cleaning and Dyeing Clothing and Furnishing Goods Coal, Coke, etc. Confectionery and Ice Cream Contracting, Excavating, etc. Cotton Drug, Oil, Paint, etc. Dry Goods Electrical Export Trade Express Fertilizer Financial and Banking Fisheries and Fish Culture Five- and Ten-Cent Goods Florist and Floriculture Forestry and Irrigation Fruit and Produce Trade Furniture, Upholstery, and Car- pets Fur Trade, Trapping, etc. Grocery, General Merchandise, etc. Handle Trade Hardware Hay and Feed Hotel, Restaurant, etc. House F'urnishing Goods Ice and Refrigeration India Rubber Trade Insurance Jewelry, Watchmaking, Optical, etc. Journalistic Laundry Liquor and Anti-Prohibition Lumber and Woodworking Mail-Order Trade Meclnanical and Engineering Metal Trades Milk and Milk Products Millinery Milling, Flour, Grain, etc. Mining Musical and Music Trade Newsdealers Notions and Fancy Goods Painting and Decorating Paper Patents and Trade Marks Petroleum and Natural Gas Plumbing, Heating, Ventilating, etc. Pottery and Glass Printing and Typographic Railroad Real Estate Seed and Nursery Trade Sheet-Metal Working Shipping, Marine, and • Water- ways Shoe and Leather Soap and Perfumery Soda hountain Stationery and Office Equipment Stone, Monuments, etc. Sugar and Sugar Beet Talking Machine Trade §X<5 MEDIUMS 17 Textile Fabrics Threshing Trade Tobacco Toys and Novelties Trunks, Leather Goods, etc. Undertakers Water and Gas Supply Window Dressing Wool Growers and Dealers Miscellaneous Professional and Technical Publications The professional and technical publications in many cases represent a high order of editorial and publishing excellence. They are read more carefully than most of the trade publications, and frequently wield great influence. The more important professions and technical interests served by such publications include the following : Architecture and Building Automobile, Gas Engines, etc. Books, Book Trade, and Writers Business and Office Methods Contracting, Excavating, etc. Dental Dramatic and Theatrical Educational Electrical Fashion Landscape Gardening Legal Mechanical and Engineering Medical Metal Trades Nursing, Hospitals, etc. Scientific Veterinary Class and Class-Interest Publications All are monthlies except as noted. Association Men Country Life Garden Magazine Harper's Bazar House Beautiful House and Gard=en Nation's Business Normal Instructor Plans Physical Culture Primary Red Cross Magazine Rider and Driver (Fortnightly) Spur (Semimonthly) System Theater Town and Country (Three times a month) Travel Vanity Fair \'ogue (Semimonthly) The foregoing are some of the leading class publications. In addi- tion to them is a very long list of periodicals devoted to some one class interest or another. It is obvious that the appeal of such publications must necessarily be rather confined and their influence correspondingly narrowed and restricted. Some of the more important special interests and classes which have their own publications follow : Aeronautic Agnostic, Free Thought, etc. .■\merican Indian 206C— 3 Antiquarian, Numismatic, Phila- telic, etc. Anti-Tuberculosis 18 MEDIUMS i^l6 Architecture and Building Art Athletics and Physical Culture Automobile, Gas Engines, etc. Bee Keeping Blind. The Books — Trade and Writers Boy Scouts Business and Office Methods Cement and Concrete Chess and Checkers Children, Care of Civil Service Collegiate Commercial and Industrial Commercial Travelers Cooperative Trading Country Life Deaf, The Dogs and Domestic Pets Dramatic acid Theatrical Educational Fashion Firemen and Police Food and Culinary Good Roads Historical Home Management Horse, The Hj'giene and Sanitation Labor Liquor and Anti-Prohibition Military and Xaval Mining Motor Boating Moving Pictures Municipal Government Negro New Thought Patents and Trade Marks Patriotic, Anti-Clerical, etc. Patriotic Societies Philanthropic and Humane Photographic Phrenological Postal Printing and Typographic Prohibition and Temperance Psychological Railroad Railroad Guides, etc. Real Estate Safety Scientific Single Tax Sociological Sports and Pastimes Stenography and Typewriting Travel Woman's Interests \\'oman Suffrage Woman Suffrage (A-nti) Women's Clubs Miscellaneous Religious Publications There are many religious publications and they may be classified under the heads : General Sectarian and Juvenile Fraternal Publications There are some half dozen fraternal organizations which bnast of publications of influence and merit. They are as follows: Ancient Order of Ignited W'ork- Independent Order of Odd Fel- men lows Klks Knights of Pythias Improved Order of Red Men Masonic §16 M INDIUMS 19 2. NEWSPAPERS Dailies Daily newspapers are classified as Alorning, Evening, and Sunday. The aggregate circulation of daily and Sunday papers in the United States and Canada, as given in the American Newspaper Directory and Annual for 1919, is as follows : Aggregate circulation of Evening Papers 21,600,000 Aggregate circulation of IVIorning Papers 12,763,000 Aggregate circulation of all dailies 34,363,000 Aggregate circulation of Sunday Papers 17,233,000 Fig. 2 shows a circulation statement of a metropolitan daily. Circulation Statement of Metropolitan Daily Daily average circulation for six-montlis' period after all returns are deducted; Average for Morning or Evening does not include Sunday circulation, DISTRIBUTION MORNING EVEIJING SUNDAy C.ty (Total) , , , Carr.ers (Regular) Dealers & Ind Garners 1"3 20:^943 55900 ■ 192746 175 Mail Subs Total City 52667 3233 .''-88 79 62 7 152284 29446 192921 Agts, Dlrs^ and Ind. Carr Mail Subs. (Ind R. F. D.) Total Suburban 49341 26064 59506 Total Local (City & Sub'n) Country , 263843 75395 252427 Mail Subs. (Ind. R. F. D.) . . . . Total Country . . ' 130 584 6 19G 118 24 425 C06 9 2c3 ) .■-. 1 78u 181730 TOTAL NET CASH PAID Bulk Sales (Average) 339233 434157 Total Net Paid (Including Bulk) Subscribers in arrears over one year TOTAL 726 763 Advertisers -,...-... Employees • R R. & P. 0. Employees 827 Advertising Agencies Office Use and Files Total Unpaid Copies 1241 TOTAL DISTRIBUTION 340727 436225 Fig. 2 C^ M C^ ("4 >0 O ■^^ t — >- < O X '^ o- X MsC t^n r^O O"- - vO r<5 r^ a\ - CN LO I/-- t^ ro M 1-1 en q •-t *- (N CN U-> CO CO "^ '" c» O 00 -t- r/^ lO O - - -i- t-- X - O CI 15 00 - -t 1- '- o CM rO rO ^O M CI ,_ h-l j Ov r^ t-i C\ CI ^h i HH hJ 0) j Z 'O t "O S 00 O CN-l-'^T)-f0^vC 'tn !-< o (■4 <^j -t- O (N — »-* II 1 Ov r^ .-. c^ CI ^ . M t^ lO ri lO r'; ro ON O <^^ "^ -1 i-i rO "^ O •+ CI CI r-i X Ov t^ o_ w ^ ■ •"• '"' ^ OX -t <^j " C) ro - CO vO_ +-1 " n: >-' C (N r '^f CO ^ w •d- X lo ON n lo X O "-> ^ 0\ OS N 1' 's't '~^. T, r O r^fOroi^Xvo r. rf ro ■* ~^ OC CN 't "~> ^, CI CI >- CO X ^is - c n M lo CO cT f— 1-4 . r-. ro t^ t- vO 0\ vO vC X lo a\ "-1 CO X 5^ c c^ vn lo •- o M CO CO ! »-i >- M CN VO CO CO 1 "" ^ c< Xi a o i-i 03 IS ^ [/ C/5 1 .s in a <; O c/ i5 1 (/ C .2 § .2 _c re ■X c c 1 c .2 rt .2 V 1 c _o u 1 "o o rt c 2 3 a ;5 C - > E C "is ? c > X [/3 <4-l o /5 o 5 c c "rt 1 a 4-j " X. ■> - 'c -t-J u Ph 2 c o c i rt c -rt 20 S 1(1 .MI<:i)IUMS 21 \Vekki.:ks. Skmiwkkkliks. Tiiiwr.F.Ki.iKi;. Etc. In Table II are given data regarding tlie nnmber and distril)Ution of newspapers published at various intervals Foreign-Language Publications Of the many important foreign-language publications in the United States, most of the more influential are printed in some one of the following languages : Arabic Bohemian Bulgarian Croatian Finnish Flemish-Belgian German Greek Hollandish Hungarian Italian Normally, there are all told about 750 foreign-language papers in the United Stales, printed in 30 different foreign languages. Japanese Lithuanian Norwegian and Danish Polish Portuguese Ruthenian Slovak Spanish Swedish Yiddish Posters Billboards Painted Displays Painted bulletins; (a) Boards; (b) Field signs Painted walls . Illuminated displays OUTDOOR ADVERTISING Electric Signs Tacked Signs and Banners (Mafde of steel, tin, wood, fiber, oilcloth, canvas, muslin, or wa- terproof cardboard, for fences, sheds, trees, posts, etc.) STREET-CAR AD\-ERTISING DIRECT-MAIL ADVERTISING Calendars P'oldcrs and leaflets Package inserts Miscellaneous: As blotters, mail- ing cards, cut-outs, etc. Letters and letter systems Circularizing dealer's lists of prospects Catalogs Booklets House organs 6. STORE AND WINDOW DISPLAYS Window Displays Trims, strips, streamers, cut-outs, pasters, decalcomanias, transfers, dummy cartons, facsimiles of goods, etc. Counter Cards Easels, stands, hangers, etc. MEDTUMS k; Signs Tin, enameled iron or steel, fiber, wood, oilcloth, canvas, and mus- lin store signs and flange signs, banners, pennants, etc., both lithographed and printed. Miscellaneous Dealer Helps Steel display racks, silent salesmen, silent demonstrators, saic- cabinets, price tickets, delivery package labels, clerks' order books, employes' caps and aprons, etc. 7. MOTION PICTURE ADVERTISIXG Slides Films Special displays 8. PROGRAMS, TIME TABLES, MENU CARDS, ETC. Theater Church, high school, fair, circus, etc. Exposition, convention, etc. (including convention souvenirs) 9. DIRECTORIES, REGISTERS, AND ANNUALS Telephone directories City and Ixisiness directories Annuals of all sorts, including trade directories and registers 10. NOVELTIES, SPECIALTIES, PREMIUMS, ETC. I'nder this heading belong almost innumerable articles. Among the more important are the following : Ash trays Bracelets Bureau sets Balloons Books of all kinds Clocks Chinaware Cuff links Carpet sweepers Cigar cutters Clothes brushes Caps and aprons Curtains Desk sets Dolls Fans Flash lights Freight cars (for packing compa- nies, oil companies, etc.) Glasses Glassware Glass and metal emblems Guide books Hand bags Hat brushes Hotel luggage stickers Ivory goods of all kinds Ice picks and shavers Jewelry of all kinds Kni\«es Kitchen implements and ances Leather goods of all kinds Lump-sugar wrappers Match-box holders Maps Pens Pencils Pencil sharpeners Pillow tops appli- §1(5 MI'.DIUMS I2:i I'ins Small ruhluT j^oods i>\ all kim'.s Phoiiograplis Sulcly razors and str(ii)|)crs Pictures Salesiiifirs autt>s Post cards Sides, tops, and hacks of delivery Pocketbooks wagons and trucks Pennants Toys Paper cutters Tliernionieters Pad calendars Telephone lists and indexes Rings Theater curtains Silverware Watches Statuettes Watch fobs Small tool sets Wrapping pa])er and .4ring l.l. Expenditures for Adverlisintj. — The relative importance of the ditYerent classes of nieditinis as indicated hv the aiiiotints expended for advertisinj;- in or b\- means of them, is shown in the accompanying tabulation of Estimated Approx- imate Total Advertising Expenditures for 1917. SELECTION or MEDIUMS BASIC PllIXCIPLES OF" SELECTIOX 16. The judicious selection of advertising mediums is per- haps the most dififictilt single undertaking, and at the same time the most important one, that advertising involves. It looks easv. But a great number of advertisers have fotmd out, too late, that it presents cotnitlcss snares and pitfalls. Prob,ubl\- as manv advertising failures have restilted from unwise selection of mediums as from any other one source. And the stuns of money absolutely wasted throtigh this cause alone ttnquestion- ably run high up into the millions of dollars. Because it appears to be such a simple matter, and because it is so easy to go wrong, are the very two reasons why wise and experienced advertisers rely almost entirely upon the trained and seasoned judgment of their advertising agents in all mat- ters having to do with the selection and use of advertising mediums. There is no magic rule of thumb for the selection of adver- tising mediums. There are, however, two or three funda- ^ -H fV| oo oo oo oo o oo oo oo oo o oo_^ oo oo oo o o'o" o'cT o'o' o'o" o' oo o_io o^Lo^ oo CM—'' ■-'' So2l ooo coo' SSo ooo oo oo oooo tv.'^ x't->I lo o o" in <^ I !<«• C C C " tn ( OC ) oo oo oo Q-O' oo oo oo o'o' oo CO' oo oo o'o I oo o,oJ lo o CM E 1) < > u -a OS ft -2 "rt (Ti Q?3 _o ■ J 2^ 25 a a ft ft ft ft b/3 be be 3 3 S bo be be C C C c c c _bC_M be 'S 'S 'S o o _o CSC (LI ^ ■^ ^ J o t« ,^ <; o 03 K < ^ Oh Cm OS O o h- H u^ U.' W l" as .— ' H — o cy. — O 3 5 O TJ 4-> ti 3 2 =^_- s < Si? g w -^. s ''^ « be 'in < o '-^- ^ y. "P. X) ^ P 3 u X O' w 2 P o pa '•' w G5 r iii b o ./ (U ^ w p u i: ^ -i bflO - S c k'-3 ^ s'Sw 5 ==> M ■1 i- [1 L'<; Mh.DIUMS ij 10 niL'iUal principles oi a broad, L^a-iu-ral nature, which should he thoroui^hly under stood. 17. The first inipoitant princij)lo in selectinj^ a niediuni is: Eliminate all pi'isoiial preference ami bias. l\'rhaps this seems too obvious to merit comment, lint rii^ht here is where many inexperienced advertisers have run on the rocks. It is unsafe for an advertiser to argue that just because a certain medium makes a strong appeal to him. it will, therefore, make an e(jually strong appeal to others. Tastes in publications dififer as widely as do tastes in neck- ties, or in millinery. Temperaments are as varied as are pocketbooks. Likes and dislikes know neither law nor uni- formity. To argue that one medium is better than another for advertising purposes because it happens to strike one's indi- vidual fancy more favorably, is as fallacious as it is dangerous. 18. The second general rule for selection is: Base judg- ment on proved facts only. Nowadays there is practically no disposition on the part of the owners of most of the more important advertising mediums to withhold from advertisers or prospective advertisers complete and accurate information with regard to those mediums and their relative value for advertisers. In fact, conditions have undergone such a change for the better that today dependable mediums try to outdo each other in the- preparation and presentation of data of one kind or another. Inevitably, a great deal of the data so furnished is more or less prejudiced and colored. More often than not this is due to the natural and irrepressible enthusiasm, on the part of the medium's spokesman or representative, for his own publication as distinguished from all other mediums. This is merely another form of the salesman's uncurbed zeal for sales. Instinctively, and often quite unconsciously, the most favorable possible aspect is given to the situation. Points of strength are stressed and overemphasized; points of weakness are ignored, if possible, otherwise glossed over or "explained." Also, it is unfortunately still true that now and then a meditim is presented to advertisers under false claims §1(1 MEDIUMS 27 and with untrue statements. Particularly is tins the case as regards circulation methods and act:()mi)lishments. In either case, whether the statements made are merely exaggerated and warped out of their correct i)ro|)ortions, or whether they are actually and maliciousK' falsified, the adver- tiser will avoid costly errors if he confines his anal) sis to proved fads, and hases his selection on them onl\'. 19. The third rule for the general selection of mediums is: Consider every case strictly in relation to its 07C'» individu.il reqiiironeiits. This is perhaps the most vital point of all. The value of any medium is relative, depending upon the extent to which it satisfies the special and particular demands of the case in point. A medium might be regarded as the dominant adver- tising medium of America and carry an amount of advertising far exceeding any of its competitors, yet, comparatively speak- ing, only a few, a very few, of the more than ten thousand gen- eral advertisers of the country might find it a good medium even, much less the best medium, for their respective businesses. • Value, as applied to advertising mediums, is measurable only in terms of specific instances, never in generalities. The mediums which an advertiser is to use must be selected on the sole basis of that particular advertiser's requirements and purposes. GEIVERAI, TESTS 20. Questions to Be Considered. — When an advertiser has finally reached the stage of deciding in what advertising mediums to invest his appropriation, there are several tests that he can apply to such mediums as seem suitable, in the endeavor to eliminate any that do not possess intrinsic merit for his advertising. These several tests are as follows : 1. What is the basic, underlying purpose, mission, or rea- son for existence of the medium — the real IV HY of it? There is a very direct relationship between the mission of a medium and its advertising value. Usually the more sub- stantial and permanent and worth while a medium's underlying 28 .Ml'.DIUMS 5<1(; purpose is, the stronj^^er medium it is for advertising. There are, of course, many mediums whose sole reason for existence is frankly to carry advertising^, and whose advertising value is not thereby diminished. Billboards and letters and other direct- mail pieces are good examples. There are, however, some pub- lications whose true reason for existence is actually — but very rarely admittedly — the carrying of advertising. This real reason is usually carefully hidden under professions and claims of a lot of fine-sounding but superficial aims and missions. For the most part, the best mediums for advertising purposes are those which already stand highest in their respective fields — those whose reason for being is most clearly defined and most fundamental ; and those which are obliged to depend least, both for tlieir popularity and for their mere physical existence, upon the advertising patronage that they enjoy. Particularly is this true of periodicals, including both magazines and news- papers. In this field, it is well to be suspicious of any medium whose chief function or excuse for existence appears to be the carrying of advertising. 2. iriio staiids back of it? Why? Often the real status of a medium is revealed by learning who are its real owners, and what interests they are chiefly desirous of making the medium subserve. Helpful and sometimes unexpected sidelights on the worth of a medium are frequently obtainable in this manner. 3. Editorially, zvliat is the incdiiiin, and ivhat docs it stand for? This test of course is applicable only to periodicals. What the medium is, quite largely determines who its readers will be and just how much it will mean to them. The general character of the contents of a magazine or newspaper gives a pretty reliable gauge both of its audience, or constituency, and of its influence upon that audience. A virile, vigorous general editorial policy attracts strong, progressively-minded readers. Editorial alcrtncs., usually finds its paralk'l in unusual receptiv- ity and absence of prejudice on the part of the readers. A sane, authoritative editorial treatment inspires the confidence of the readers and increases their loyalty toward the medium. .\nd in each instance the opposite kind of policy melius" the opposite kind of medium and influence. 5 Ifi MEDIUMS 20 4 Bv ivlwt methods is the mcdiuw's circulation secured? . Hozv much has it, and where is it/ (The term circulation xs here use- some premium, special cut-pnce inducement, silver-tongued subscription agent, or other form ot momentarilv irresistible pressure. It nuist be understood, of course, that sales ef^clency m the circulation department of a publication is as necessary and as legitimate as is sales, efficiency in any other commercial under- taking In one sense, "(/// a^rculation is more or less forced The point is that circulation secured by highly intensified and strenuously applied selling methods is likely to be less m harmony with the underlying . ^-as.,.and eoncepts of the publica- tion and therefore less respons.ve^tollie appeal of tljs adver- tisements it carries. In other words, the less the principle of natural selection is tampered with, the greater will be the com- munity of interest between editor and reader, and, accordingly, the greater will be the reader, interest and the reader confidence which that medium has to offer to advertisers. In comparison with the kind or quality of circulation that a a medium has, the quantity of it is of secondary impor- tance. The essential thing is to be certain that the quantity (luoted or claimed represents none but bona-fide, full paid-;n- advance subscribers, and net news-stand and street sales, in the case of periodicals, and on careful, disinterested estimates- based so far as possible on actual counts made under average conditions— in the case of other kinds of mediums. 30 MEDIUMS § 16 The "where is it" of circulation is the least important of its three dimensions. It must be known, however, in order to measure the value of a medium for any individual advertiser, as only on such knowledge .can the percentage of waste circu- lation be fairly and accurately computed. 5. IVhat is the general character of the medium's advertis- ing patronage? The advertising carried by a medium is, as a rule, a helpful guide to its value, but it should not be depended on too much, because mediums are still, in numerous instances, selected unwisely and unscientifically. Often, however, the kind of advertising carried, and the average amount of it, form a supplementary yardstick with which the probable worth of the medium in any given case may be approximately measured. The advertising carried also presents evidence as to the care with which the owners or proprietors protect their readers from fraud and quackery. And since the degree of censor- ship is more or less closely associated with the important fac- tor of reader confidence, an additional sidelight is thus secured on the attitude of the readers toward the medium. 6. ll'liat has been the experience of other advertisers in the use of the niedittni for purposes siinihir to the ease in pointf It is not enough to know about the various successful campaigns the medium may have to its credit. If precedents are to be cited, their value will depend upon the degree in which the j)eculiar conditions and demands of the instance referred to correspond with those of the case in question. As no two advertising problems present exactly the same circumstances, this test is not conclusive, though it may give some suggestions that will be of value in connection with other information. PROCKDIRE 1\ MAKING SKI.KCTION 21. Methods Employed. — The simplest and safest method of procedure in choosing the mediums of ])ul)lic!ty in any particular case is as follows : 1. Analyze liie re(|uirenients of the case as to mediums; that is, determine what (|ualilies they nnist possess in order to be most valuable. gin Air-DIUMS 31 2. Rate the various possible mediums in order of primary importance, secondary importance, and supplementary, in accordance with the degree in which each of them satislies the requirements of the case. 3. Determine for each medium of primary and secondary importance the most efficient unit of use — space, position, colors, or whatever it may be — and the necessary thorough- ness of use, that is, continuity, repetition, or duration, of showing. 4. Eliminate from the list by cutting out the less valuable mediums to meet the limits of the advertising appropriation. 22. Analysis of Requirements. — The qualities ordi- narily demanded, in some degree, and in some one form or another, in advertising mediums are practically all included in the following list. They are arranged in descending order of average importance, and the nature and application of each are indicated by questions such as would arise in determining the extent to which a given case would be influenced by the quality mentioned. 1. Elasticity: The term elasticity, when applied to an advertising medium, refers to its capabihty of focusing a message upon a given held — larger or smaller, as required. It depends on the concentration or scope of the medium, and is the quality that enables the medium to satisfy the varying demands of many different advertisers along lines indicated by such questions as : How much and what territory must be covered? What kind of folks, or what stratum of population, should be reached? Which sex? What ages? For instance, newspapers, as a medium, possess far greater elasticity than magazines. For newspapers permit of covering any given territory, large or small, and that territory only. Magazines do not. And newspapers enable an advertiser to reach any desired level of society, or either sex independently of the other, with just as much, if not more, accuracy than is possible with magazines, with this exception, that women's magazines unquestionably offer far greater sex specialization than does an\- other general type of medium in existence. 32 MEDIUMS § 10 2. Adaptability or Flexibility: This quality enables a medium to till widely varying requirements of such a nature as are suggested by the questions : When? How often? With how large space? At what cost? Here again newspapers are obviously richer than magazines. Newspapers may be used as frequently or as seldom as needed, with almost any sized space desired, and at almost any cost. One newspaper may be used or ten thousand, one city covered or the entire country. 3. Th'jroiKjInicss of Coz'cri)i(/: The thoroughness willi which a medium covers its held must be considered, in connec- tion with such questions as : Is a selective or a universal appeal desired? An intensive cultivation of the field, or a broadcast, generalized, dissemination? If selective, what is the basis of selection? 4. Effectiveness of Impression: How deep in should the impression be made to sink? How far home must the mes- sage be driven ? 5. Continuity of Impression: How often should the story be hammered in? How nuicli does it gain, or lose, by repeti- tion ? 6. Lifetime of Appeal: How sturdy and long-lived is it ? How long must it last before being repeated? .7. MccJianical Possibilities: Must photographs be used? Life-size reproductions? Color? Special artistic or typo- graphical effects? 8. Immediacy or Speed: How quickly nuist the message be transmitted? How frequently varied or revised? EXAMPLE OF SELECTION OF MEDIUMS STATESIEXT WO ,\\AI-VSIS 23. Conditions of the Case. — To illustrate the actual process of analyzing requirements as to mediums, consider the iiypothetical case of a manufacturer of high-grade oleomarga- rine, which is sold to the retail grocery trade through territorial distributors or jobbers, and which enjoys a good distribution §16 Ml'.DIUMS 33 tliroughout the manufacturer's home state and a rather thin distribution throughout the adjoining half dozen or more states. It has never been advertised to eitlier trade or con- sumers. The sales of the product are seriously retarded by the almost universal prejudice against oleomargarine. Investi- gation has established the fact that the great middle class offers the best field for developing increased business ; neither the very poor nor the very rich are, comparatively speaking, worth consideration. The product itself is of irreproachable excel- lence, and is giving splendid satisfaction to those people who have been persuaded to try it. There is at hand a great abun- dance of strong sales-argument and prejudice-destroying material. The name and trade-mark are good, the carton has been so improved that it is now quite satisfactory, the sales and distributive machinery is in first-class working order. An advertising appropriation of $60,000 has been made, which must cover the first year's work in its entirety. In other words, the manufacturer, working hand in glove with his competent and experienced advertising agents, has made all the preliminary arrangements necessary for wholly preparing himself and his business for advertising. The immediate step is the selection of the mediums to be used to carry the message. 24. Analysis of Requirements. — Study of the condi- tions indicates that the qualities required of the mediums in this particular case are, in order of importance: (1) Eft'ec- tiveness of impression; (2) continuity of impression; (3) elas- ticity — concentration both as to territory and as to strata of population; also, to a limited extent, as to sex; (4) flexibility; (5) thoroughness of covering; (6) mechanical possibilities; (7) lifetime of appeal; (8) speed. 25. Effectiveness of impression is the first requisite, because the breaking down of deep-rooted prejudice is at the very best a slow and difficult undertaking. The strongest kind of sales argument will be required. To secure the best results, each separate advertisement should present a relatively large a6C— » 34 MEDIUMS §10 amount of instructive and interesting text matter, aided and supplemented by attractive illustrations. Usually there should be at least two of these for each piece of copy — one reproduc- ing the carton, in order that the reader may easily recognize it when she sees it, and the other visualizing, and thereby further emphasizing, some point made in the text. The direct indorse- ment of the medium carrying the advertising would be of course a valuable help, particularly if the prestige and the standard worth of the article advertised are thereby implied and inferred. 26. Continuity of impression is the second quality demanded. Prejudice requires gradual wearing away. It never yields suddenly or readily. To replace suspicion with confidence is the work of months, not days. Just as the con- stant dropping of water affects stone, so constant repetition and reiteration of the important facts about this brand of oleomargarine will in time convert even the most cautious and indifferent antipathy and suspicion into favor and regular purchase. 27. Elasticity is obviously the third requisite. The audience to which the advertising is addressed must corre- spond with the present or immediately prospective sales field of the product itself. In other words, the medium must possess a circulation that is not only largely concentrated, but also is concentrated along the very same lines as is the field for the sales of the product. This is true both of territorial con- centration and of concentration as regards strata of population, and, to a certain extent, as regards sex. It is apparent that all circulation outside of the states in which this oleomargarine is for sale represents almost entire waste, at least until such time as the field of sale of the product shall have been extended to include these other states. Simi- larly, all circulation going to the very poor or the very rich classes of society will j)rove of relatively little value as com- pared with middle-class circulation. And, also, since oleo- margarine is almost always purchased by women, man-reaching § 10 MEDIUMS 35 circulation will be less desirable than woman-reaching. It hap- pens, however, that this is less true in the case of such a com- modity as oleomargarine than it would be for most other food products Men are of no little importance whenever it is a matter of overcoming distrust and prejudice. This is due to their greater open-mindedness and sense of fairness, and the fact that they are usually more susceptible to the appeals of fact and logic, and, accordingly, apt to be less governed by prejudice than are women. 28. Flexibility is the fourth requirement of this case. It is essential that a more vigorous advertising effort be made at the outset than will be necessary later on. Furthermore, throughout the hot summer months and during the Christmas holiday season, when innumerable other and more seasonable appeals are being pressed, it will be well to omit for a time all advertising effort. Also it is probable that certain cities will need a great deal more advertising and perhaps the use of larger space units thaij will others. Special effort will doubt- less be desired, for instance, in those cities in which are located the territorial distributors of this product, and from which their salesmen radiate. Important commercial centers should receive more attention than intermediate and subordinate points. So it is highly important that the medium be flexible, decidedly flexible, in order that the use made of it may be exactly adapted to the needs of the case. 29. Thoroughness of covering stands next in order among the requirements. There is no reason or excuse for passing over any part of the available market. The medium must present the message to all the various elements involved in the distribution, purchase, and consumption of oleomar- garine. The field must be thoroughly covered. 30. The mechanical possibilities of the medium com- prise the sixth requirement. It is quite desirable to present the carton, in which the oleomargarine is packed, in its exact colors. Artistic and eye-appealing layouts and typography are much to 30 MEDIUMS § 16 be preferred. And because the message is addressed chiefly to women, it is important that the general effect of the adver- tisements be as attractive and pleasing as possible. Photo- graphic or half-tone reproduction, however, is not required in this case. 31. Lifetime of appeal, and immediacy or speed of action, the two remaining demands, are in this particular instance of comparatively minor importance. Of course the longer each advertisement retains its freshness, the more valu- able it will be. And quickness of action is always desirable. But neither of these matters is of very great moment in the present case. RATING OP POSSIBLE MEDH MS 32. Relative Importance. — The relative importance of the various requirements of the case as to mediums having been determined by analysis, the next step is to rate the various possible mediums in order of primary impor- tance, secondary importance, and supplementary importance, according to the degree in which each of them satisfies these requirements. Evidently, the first requirement, effect ic'ciiess of inifrcssioii, is best satisfied, in descending order, by magazines, newspapers, and direct mail advertising; the second, continuity, in similar order, by newspapers, outdoor advertising, street-car cards, and window and store displays ; the third, elasticity, by newspapers, direct mail advertising, and window and store displays ; the fourth, flexibility, by newspapers, direct mail advertising, and displays; the fifth, thoroughness, by newspapers, outdoor advertising, street-car cards, direct mail work, and novelties, specialties, etc. ; the sixth, mechanical possibilities, by maga- zines, outdoor advertising, street-car cards, direct mail adver- tising, and window and store displays ; the seventh, length of life, by magazines, outdoor advertising, and street-car cards ; and the eighth, speed, by newspapers. Considering the relative importance of these several require- ments, and the relative degree in which each is fulfilled by the §1G All-:01UiMS 37 several types of mediums, the final ratin,s^ p^iven each class, in this particular case, will be as follows : Primary : Newspapers ; Secondary : Direct mail advertising, and window and store displays; Supplementary : Outdoor advertising, street-car cards, ■jvelties, specialties, etc. There are very strong reasons for using magazines, chiefly because of the elTectiveness of impression they have to offer — especially their very valuable assets of reader confidence, and of ihc prestige-insurance and quality-indorsement which they give to their advertisers. Magazines have another strong claim on the score of mechanical possibilities, l^ut the inelas- ticity of this type of medium, resulting in wholly prohibitive waste, and consecjuent expense, renders it out of the question to use magazines at the present stage of the territorial expan- sion of this particular business. DETERMIMXG THE MOST EFFKIENT INITS OF VSE AND THE NECESSARY THOROIGHIVESS OF I SE 33. Utilization of Primary Mediums. — Newspapers having been selected as the primary mediums for this oleo- margarine advertising, the next question is, just how, and how heavily, shall newspapers be used — in other words» which individual papers, and with what units of space and frequency ? Here again, as in many other cases, the question must be answered solely on the basis of the requirements of the situation. Some cities, like some types of mediums, are of considerably greater importance, for one reason or another, than others, and may be termed, for present purposes, primary cities, while others, by contrast, may be considered secondary cities. The character of the cities themselves, their importance as news- paper centers, as grocery distributing factors and as commer- cial and trade concentration points, generally, together with the size of their trading districts and the wealth and accessibilitv 38 MEDIUMS § IG of the siirroimding rural districts dependent upon them and of which they form the logical centers, are the chief factors that determine in which class, from an advertising standpoint, a given city belongs. Furthermore, there are a number of cities, located in states in which this brand of oleomargarine is sold, in which existing local conditions, either of distribution or of possible demand, are such as to make the advertising of oleomargarine in them at the present time unwise. Three different types of cities are therefore presented. In the cities of primary importance, a very thorough covering is desirable. The two or three or four strongest newspapers, depending on local newspaper and oleomargarine conditions, should therefore be used. In secondary cities, the one strong- est paper will probably prove sufificient. And in all other cities of course no paper at all will be employed. 34. Because effectiveness of impression is the most impor- tant requirement, the space used must be relatively large, at least at the start. This is particularly true in view of the fact that the advertisements will not have the supporting benefit of any considerable degree of reader confidence in the mediums carrying them. They must therefore depend for their power to convince almost entirely upon their own force fulness and jmpressiveness. . Large space units will help considerably in this, by enabling the advertisement to dominate eflFcctu.'dly the entire page upon which it appears. But a continuation of large-space advertisements will very soon exhaust the available money, so after a few large adver- tisements at the start, it will be wise to use smaller space to carry on the campaign. The necessary continuity of impres- sion — which is the second most important requirement of the case — is thus supplied, and without exorbitant and unwar- ranted expense. In the final analysis, and after all the existing conditions have been duly considered, some such schedule of space and frequency units as the following will probably be found most effective : §16 MEDIUMS 39 Space Insertions Per Week Week Schedule 1, for Primary Cities Schedule 2, for Secondary Cities First Second Third Fourth Fifth Sixth Seventh 60 in. (15 in. X4 cols.) 40 in. (10 in.X4 cols.) 4 full columns 21 in. (7 in.X3 cols.) 21 in. (10^in.X2cols.) 21 in. (7 in.X3 cols.) 48 in. (12 in.X4 cols.) 1 1 1 2 2 2 1 1 1 1 1 1 1 1 Eighth to " Eleventh, •. . . Inclusive Twelfth ' 21 in. (7 in.X3 cols.) (or lOi in.X2 cols.) 48 in. (16in.X3cols.) 2 1 1 1 Thirteenth to Sixteenth, Inclusive Seventeenth . 21 in. (7 in.X3 cols.) (or 10^ in.X2 cols.) '48 in. (12 in.X4 cols.) 2 1 1 1 Eighteenth to Twenty- second, In- 21 in. (7 in.X3 cols.) (or m in.X2 cols.) 2 . 1 clusive Figured on a coluinn depth of 21 inches, which is about average for city newspapers of the type in this campaign, the total space called for b)- this schedule is exactly 1,000 inches, or 14,000 lines, in the case of the primary cities, and 664 inches, or 9,296 lines, in the case of the secondary cities. Owing to the varying depths of column measurements in diiTerent papers, the actual total lineage will not be exactly the same in all papers. At card rates prevailing at the time this is being written, the total cost of running this schedule for a total of 22 weeks, in the best newspapers for the purpose in the various primary and 40 MEDIUMS §1G secondary cities which have been selected in the territory throughout which the oleomargarine company operates, amounts to almost exactly $50,000. This covers the cost of inserting Schedule No. 1 — the heavier one, for primary cities — in 29 newspapers located in 24 differ- ent primary cities, and Schedule No. 2 — the lighter one — in 87 newspapers located in 6 primary cities and 71 secondary cities, a total of 116 papers and 95 cities, of which 24 arc primary cities, and 71 secondary. In each of 21 cities two newspapers are necessary for thorough covering, 11 of these cities being primary cities and 10 secondary. And in 6 of the 11 primary cities sufficient thoroughness is secured by giving the second newspaper the lighter schedule only — that is, the sched- ule regularly intended for secondary cities. .35. Utilization of Secondary Mediums. — The ques- tion of the most efficient wa\s f)f using the mediums of second- ary importance — direct-mail advertising, and window and store displays — next should be considered. 1. Direct-Mail Adzrrtising: The most necessary form of direct-mail work in the present case is a booklet, telling the true story of this brand of oleomargarine — how it is made, of what ingredients, what virtues and special advantages it pos- sesses, why and how it should be used. Reference will be made to these booklets in all the advertise- ments and a copy will be offered to any one who will write for it. Reasonable quantities of them will be given to the dealers^ for distribution over their coimters. and for envelope stuffers to be included with their monthly statements to customers. Also, they will be mailed direct, under certain conditions, to selected customers of the more important MEDIUMS 43 Under this same general heading of window and store dis- play and dealer helps may he mentioned a couple of closely associated matters. One such is the furnishing of a complete electrotype service — including electros of the carton and the hrand name, in several different sizes — for dealers' use in their local advertising in newspapers and on circulars, hills, memo- randum pads, etc. The total cost of this will not exceed $100. And perhaps the most vital point of all is the preparation of the portfolios for the oleomargarine salesmen to carry and show to the dealers upon whom they call. These portfolios depict and visualize every phase of the company's advertising efforts, including reproductions of the actual copy that is to be run in the primary mediums; a list of the mediums that will carry this advertising, with a detailed statement of their circu- lation ; reproduction of the various dealer helps, such as the electros, slides, and the various types of display material ; and so forth. About 150 of these portfolios will be needed, in order to provide one for each oleomargarine salesman. They will cost approximately two dollars apiece, or a total of $300. Added up. all these various items included under the broad head of store and window displays and general sales helps aggregate an estimated cost of about $7,180. ELIMINATION :{6. Bringing the Expenditures Within the Appro- priation.— The fourth and final step in the selection and determination of mediums is to begin at the bottom of the list of proposed or desired mediums and eliminate upwards, until the total expenditure is brought within the limitations of the original appropriation. In the case under consideration the general rating of the different types of mediums has been determined upon as fol- lows: Primary : Newspapers ; Secondary: Direct-mail advertising, and window and store displays ; U MEDIUMS § 16 Supplementary : Outdoor advertising, street-car cards, novelties, specialties, e.tc. The most efficient methods of utilizing these several mediums have been determined upon as follows : Nczcspapcrs: A twenty-two weeks' campaign in 116 papers, aggregating 1.000 inches each in 29 of them, and 664 inches each in the remaining 87, at a total cost of just about $50,000. Direct-Mail Advertising: A twenty-four page booklet cost- ing, for an edition of one million copies, approximately $20,875 ; and an eight-page leaflet, costing for an edition of one hundred tliousand approximately $625; a total for direct-mail work of about $21,500. IVindcn^' and Store Displays: Store card, cut-out, two win- dow pasters and one window strip, transfer sign, steel flange sign, three lantern-slide designs and 600 slides, electrotype ser- vice, dummy cartons, and 150 salesmen's portfolios, at a total cost in the neighborhood of $7,200. These items added together make the total estimated expen- diture about $78,700. 37. It is apparent at once that, as listed, the primary and secondary mediums will require all of the available money, if they are to be used efficiently and to best advantage. In other words, there will be no money left over, this first year, for the supplementary mediums ; namely, outdoor advertising, street- car advertising, novelties, specialties, etc. Of course, there should always be a certain reserve fund for advertising emer- gencies of one sort or another ; probably before the year is over each of these supplementary mediums will be used to a certain extent — just why. when, where, and how to be determined by circumstances and conditions as they arise. But in this case it is not going to be enough merely to elimi- nate those mediums which stand at the very bottom of the list. In order to get the total cost within the limits of the appropria- tion, it is going to be necessary further to cut down the expense by still other eliminations from the list. Because of the particular importance, this first year, of the various secondary mediums, it wouM b? quite unwise to 5<1() Ml'.DIUMS - 45 attempt to save money in tlie use made of them. The large item for the booklets, for instance, cannot well be reduced. A striking, impressive, carefull\' prepared booklet is of hrst importance, and the quantity needed is great. Furthermore, to try to save money by cutting down the quantity would increase the cost per booklet, as only by large press runs can real economy be secured in matters of this kind. Of course the direct-mail advertising expense another year will be only a small part of what it is this first year. To try to save money in the matter of store and window dis- play material would be equally injudicious. Here again, the old adage of "Penny wise and pound foolish" applies force- fully. No advertising campaign of this sort could attain any- thing like the success it should and could have, unless the dis- play work done in the store and the influence exerted upon the dealer are both adequate and effective. 1 he present instance is somewhat exceptional in that so large a part of the total first year's expenditure is directed into secondary mediums rather than primary. It should be remem- bered, however, that most of this basic foundation work had never been put in before, that no advertising structure can grow soundly and solidly without it, and that in succeeding years a much larger proportion of the total appropriation will be expended in those mediums which actually reach out into the highways and byways of commerce and tell the story of the desirability of the product directly to the consumer in her Jiome. It must never be forgotten, however, that advertising, like an iceberg, reveals to the observer only a small part of its immense structure. In each case the hidden part is the vital part. Just as that one-tenth of the iceberg which the human eye can see owes its existence solely and wholly to the nine- tenths which is invisible, because under the water, so the visible and apparent factors in advertising — the printed advertise- ments in the periodicals — depend absolutely for their success upon the unseen and generally unknown and unsuspected foundation work which has been put in, in the form of dealer efforts and merchandising plans and projects. 40 MEDIUMS . §16 So there remains, in this particulir case, no other alternative than to cut down the sum of money to be spent in the primary mediums. It will hardly be safe to do this by either shortening the length of the campaign, or by reducing the units of space and frequency. Too much is at stake to justify any half-way procedure. There is accordingly nothing left except to post- pone, until another year, the opening up of those territories and cities which are of lesser immediate importance. In other words, the list of cities must be cut down a little. Just how this can be done most judiciously, and with the minimum sacri- fice of effectiveness, depends wholly upon the local oleomar- garine-market conditions obtaining in the different cities and territories. Accurate and detailed knowledge of such condi- tions forms the only sound basis upon which this cutting can safely be undertaken. In the case under consideration, careful checking up of local marketing obstacles and aids finally resulted in the elimination of nine primary cities, in which it had been planned to use 10 papers carrying the heavier schedule and 4 papers carrying the lighter one, and of 30 secondary cities in which the earlier plans had called for 35 papers carrying the lighter schedule. As finally approved, therefore, the newspaper list was con- stituted as follows : Nineteen newspapers, receiving the heavier schedule, located in 15 primary cities, and 52 news- papers, receiving the lighter schedule, located in 4 primary cities and 41 secondary cities. This makes a total of 71 papers, and 56 cities, of which 15 are primary and 41 secondary. In each of 15 cities 2 papers are needed, 8 of these being primary cities and 7 secondary. Half of these 8 primary cities require the heavier schedule in both papers, wliile the other 4 are well covered by giving only one paper the heavier schedule and the second paper the lighter one. The total cost of the 22 weeks' campaign in these 71 news- papers, at their card rates in force at the time of writing this, is approximately $30,300. It will be seen, by comparison with the original plans, that this figure reduces the year's expendi- ture by about $19,700. bringing down the total — including all secondary as well as primary mediums — to about $59,000. i< 1() MEDIUMS 47 This is sufficiently under the total appropriation of $60,000 to leave just barely enough margin for safety, and for such emergency expenditures as unforeseen conditions may render desirable, later on in the year. USE OF MEDIUMS 38. The subject of the use of advertising mediums is as broad as all advertising itself. This is not the place to attempt any comprehensive discussion of this all-inclusive topic. A good deal has necessarily already been said with regard to it, in connection with the consideration that has been given to the functions and characteristics of the various types and kinds of mediums, particularly in the discussions of the comparative advantages of different classes of mediums, the various peculi- arities of their use, and the underlying principles governing their competitive selection. Such further treatment of the sub- ject as shall be here undertaken accordingly will be very brief and very general in its nature and application. Effort will be made only to outline the chief fundamentals and to explain the basic rules. COPY SIITABILITY 39. So far as practicable, the advertising message that a selected medium is to carry should be adapted and made as appropriate as possible to that particular kind of medium. This applies both as regards the substance and the form of presentation of the message. That is, of all the many kinds of appeal and of all the various sales arguments in favor of the commodity advertised, those particular ones should be singled out for use in a given medium which will make the strongest impression upon the readers of that one medium. And simi- larly, those arguments should be arrayed and presented in that physical form which will produce the most telling effect upon the audience to which these arguments are addressed. In other words, both the style and the atmosphere of the copy should fit — be in thorough keeping with both the nature 48 MEDIUMS §16 of the commodity advertised and with the character of the medium used. Whenever possible, the advertisement should "observe the occasion" — speak the language of the reader, play upon his special weaknesses, anticipate and annihilate his par- ticular objections, galvanize into favorable action his pet excuses for inaction. Luzianne and Corn Pone WHEN you see your mammy, Honey, bringin' in the coffee and the pone, you can tell before you taste it that the coffee's Luzianne— sure-nuf— by the whifsa-streaming, steaming in the air. It's the coffee — Luzianne — you remember and you hanker after it until you get another cup. Luzianne Coffee (your grocer has it) comes put up in tins. Try it tomorrow morning for breakfast. If it isn't all you expea, you can get your money back. Luzianne for aroma, fragrance and snap. Try it. llit»,i!,.T«ylerC» ■ When It Pours, It Reigns" l"iu. 3 Sometimes it is desirable to carry this principle of copy spe- cialization right down to its logical conclusion — in other words, individual treatment for individual cases. This is rarely desir- able, excei)t when only a very few mediums are to be used, or when the space and cost unit is large enough to warrant the Sl() MI'.DTUAIS 49 additional expense ol p repa ring specially adapted copy for each medium on the list. Fig. 3 shows the adaptation of the copy to use in a Southern newspaper, Fig. 4, the copy made suitable for a navy magazine, and in Fig. 5 the copy is' suitable to a motion- picture publication. So there may be adver- tisements that fit each class of publications just a little better than they do those of any other, whether they be trade, technical, agri- cultural, or class publi- cations. 40. A good illus- tration of specialized copy is afforded by certain trade-paper and business-paper adver- tising of the National Cash Register Com- pany. This advertising is so well specialized that the several publi- cations devoted to each different trade or in- dustry or division of commerce — and liter- lUv hundreds of them "Give Vay" If Ryzon and the RvzoN Baking Book are assisting in the galley, there is good reason to heave-to on the oars when shore-leave is over. THE PERFECT BAKING POWDER and its mate the Ryzon Baking Book make baking better and safer. RvzON is healthful and efficient. The Baking Book is accurate — all recipes are given in weights and level measurements. Good grocers supply these books. To any U.S. Army or Navy mess officer, who requests it on his official stationery, we will send free a copy of the Ryzon Baking Book priced at $1.00 GENERALCHEMiCALCa FOOD DEPARTMENT NEW YORK Fig. 4 I L T 102C— 5 FHckerless Light with this Lamp NATIONAL MAZDA It ha> been teri.iin fmni the bcginninf; tlut there would emc day be a NATKJNAL MAZDA limp with which mution pictures could be projected at a practical cost. Here it is. This lamp gives an nl'>'}liilel\ flickerless liijhl! It sharpens and steadies the pictures. Once focused, it requires no iidjiitlmenl. It leaves the operator "nothing to watch but the film." and he is therefore able to devote all his attention to giving you better pictures. It reduces the fire hazard. It does not, like other illuminants" used in projecting pictures, con- taminate and overheat the air in" the operator's booth and threaten his health. Because of these many advantages, N.'\TIONAI., MAZD.-\ will rapidly supplant the older light sources in motion picture projection — juil as il has sufplniXeJ lluiii priiilinilly e-.irylihfrf ehe. For full information about this new lamp or for help on anv cheater Jighting problem, write your supply house or -Nela $l>e- cialties Division, N.niional Lamp Works of General RIecinr Co . 136 Ncia I'iitk. Cleveland, Ohio.' .^ NATIONAL Fig. S S 10 M En 11 IMS 51 are used by this advertiser sonic years — each and all carry specially prepared copy, which presents to those engaged in that particular trade or industry the special reasons whv "This N. C. R. statement tells exactly how I stand" Mr. Banker — • The merthanl whose store is equipped with the N. C. R. system deserves your special credit consideration. With this system the merchant has complete control o( his business. A National Cash Register enforces a correct unchangeable record of every store transaction. It enforces accuracy and |ireveiils mistakes. The N. C. R. credit filr trlls al all times how much is tied up m outstandiiii; accounts. This complete N. C. R. store system protects the merchant's profit and makes him a good credit risk. It enables him to give you a lull and reliable statement of his business. Bankers and wholesalers find it prof- itable to protect their loans by recom- mending the N. C. R. system. The National Cash Register Company Dayton, Ohio Fig. 6 National cash registers are indispensable in that particular kind of business or industry. The article advertised remains unchanged — the basic proposition itself is always essentially ^9 mi-:diuais 10 the same. But the individual appeal developed is in each and every case specialized and focalized upon the particular readers to whom it is addressed. A hotel checking system that "checks" The N. C. R. checking system is posi- tive, quick and accurate. ( 1 ) It prints amounts on checks in large, legible figures. (2) Amounts are printed in a straight column making it easy for guests and cashier to read. (3) It is very fast. (4) It protects the house against collusion. (5) It protects your good will with guests by preventing overcharges. For these reasons, you should instal the Fill and mail counon (6) It provides an instant balance when watches are changed. (7) It enables owner, manager or auditor to check records from registering add- ing wheels — no pencil or other records that can be changed. (8) ll classifies the business — cigar counter, bar, kitchen and so on. (9) ll can quickly be adjusted to meet special rush in any department. A'. C. R. checking system, today. THE NATIONAL CASH REGISTER COMPANY, DAYTON, OHIO National Cash Register Company, Dayton, Ohio Please send me at once (ull particulars about the N. C. R. chrcliing system tfiat "checks." Name— — Address. Fig. 7 FijT. 6 shows cash-register copy as prepared for a bankers' nrigazine, I'^ig. 7 for hotel men's trade papers, and l-'ig. 8 for automobile trade papers. 16 MEDIUMS 53 41. In one of the advertising campaigns of the Globe- W'ernicke Company, speciaHzed copy was prepared for each one "l-!BE Avoid Disputes With Customers You cannot afford disputes. They are costly in cash and customers. It will pay to prevent them father than have to adjust them. The N. C. R. system in your garage will prevent disputes and pro- tect you and your customers. But disputes are only one of the troubles in the garage business. The N. C. R. system will prevent troubles by enforcing correct records. It protects your profits. It enables you to tell nght where you stand in volume of sales and profits. C'»-(o-«^3j register appropnale for llie garage business, and tlie new N. C. R. Credit File. ■ Name Add'ecj Fig. 8 of 21 distinct divisions into which the fifty-odd mediums used in that campaign were classified. Those divisions were as fol- lows : MEDIUMS ^1(J VVomen's Domestic Style Home Furnisliing Fiction Society Art General Literary Educational Business Industrial Political Financial Advertising Law Medical Scientific Retailing Engineering Architectural Not only did each class of medium carry copy the particu- larized appeal of which was believed to be the strongest which could possibly be addressed directly to the readers of that class of medium, but also each separate advertisement in each medium differed from every other advertisement in that or any other medium. In other words, every single advertisement, in every single publication, was different. Such specialization as this is, of course, quite rare. ( OHHKI.ATIOX 42. The danger of copy specialization is that uniformity of impression is thereby often sacrificed. The more advertising copy is specialized, therefore, the more essential it becomes that some means be adopted for unifying and tying together all the various elements in the advertising work. What Emerson said of Nature is equally applicable to adver- tising. "Nature," said he, "is an endless combination and repe- tition of a very few laws. She hums the old well-known air through innumerable variations." So with advertising. Varied and specialized though copy may be, it is essential that the "old air" be hummed throughout. Ui. Methods of Securins 'Correlation. — Usually the best method for linking up thu diff'erent lines of attack is to utilize one or more common, and more or less invariable, identifying agencies, such as : 1. A trade character — either animated or in stationary pose. ]'Vjr example : . The Victor dog, with ears cocked listening to "his master's voice"; Rastus, the Cream of Wheat darkey; Velvet Joe ; Walter Baker & Co.'s La Belle Chocolatiere ; the lillle fairy of Eairy .Son]); r.oldic and l)iist, the (h)I(1 Oust §lfi MEDIUMS 55 Twins ; the bull, of Dull Durhani tobacco ; the 1847 girl ; the re-tire-ing lad of Fisk tires; the Dutch-boy painter of National Lead ; the Corticelli silk kittens ; the Campbell Soup kids ; the Old Dutch Cleanser dirt-chasing girl; the National Jiiscuit In-er-seal slicker boy; Mr. & Mrs. Carter's Inx; Swift's little cook ; the O-Cedar Polish parlor maid ; the Clicquot Ginger Ale Esquimaux boy; Omar, of c;g::rette fame; the Quaker, of Quaker Oats: the little French chef of Franco-American Soups ; Armour's "Ham what am" darkey. 2. A standardised suggestive, descriptive, or explanatory phrase or slogan. For example: "99t*oV7o pure"; "Hasn't scratched yet"; "Your nose knows"; "Ask dad, he knows"; "Not the name of a thing, but the mark of a service"; "Have you a little fairy in your home?"; "Pure as the pines"; "Note the notes" ; "There's a photographer in your town" ; "It floats" ; "United States Tires are good tires"; "The national joy smoke"; "Clear as a bell"; "A clean tooth never decays"; "Good Morning! have you used Pear's Soap?"; "There's a reason" ; "Ask the man who owns one" ; "Eventually, why not now?"; "The Prudential has the strength of Gibraltar"; "Chase's dirt" ; "No metal can touch you" ; "Let the Gold Dust twins do your work"; "One policy, one system, universal service" ; "There is beauty in every jar" ; "A skin you love to touch"; "A shilling in London; a quarter here"; "A sensible cigarette"; "Who's your tailor?"; "From contented cows"^; "Taste the taste"; "The stationery of a gentleman" ;^^ "Don't envy a good complexion ; use Pompeian and have one" ; "The recollection of quality remains long after the price is for- gotten" ; "Get a receipt" ; "Good-bye, old hook and eye." ^ 3 A prominent fccturing of the trade mark. For example : The United States Rubber Co.'s great seal; the Gerhard Men- nen's talcum-powder face ; the Armour & Co. oval label ; the National Biscuit Co.'s "In-er-seal" trade mark; the Hemz "57 Varieties" ; the Henry Sonneborn & Co. face ; the cross of Purity Cross products; W. K. Kellogg's signature; the Santa Fe circular trade mark; the two Smith Brothers' heads; the "Y-a-l-e" trade mark of Yale & Towne ; the "G. E." trade mark of the General Electric Co. ; the trade-mark portrait of 56 MEDIUMS §10 \V. L. Douglas, the shoe manufacturer; the "Johns-AIanville service covers the continent" trade-mark design of the H. W. Johns-Manville Co. ; the grinning Indian's head of Skookum Apples; the Beech Nut Packing Co.'s label; the kneeling figure design of Paris garters ; the B. V. D. red label. 4. A sta}uianli::cd art or layout treatment. For example: The Cox Gelatine checkerboard background ; the National Carbon Co.'s billboard featuring advertisements of Columbia batteries ; the striking blue background and blue ribbon of United States Tire advertisements; The American Sugar Refi- ning Co.'s standardized layout, type face, and distinctive cut- cornered double rule border ; the International Correspondence Schools' standardized coupon ; the Pall Mall cigarettes' vari- colored whirligigs, pinwheels, peacocks' tails, and dragons ; the regularly employed distinctiveness of style and arrangement of the advertising of the National Cash Register Co., the Goodyear Tire & Rubber Co., the Eastman Kodak Co., the Joseph Camp- bell Soup Co., Ivory Soap, Old Dutch Cleanser, the Florsheim Shoe Co., Arrow Collars, Cream of Wheat, the ^^^ L. Douglas Shoe Co. ; Munsingwear ; the circle design of Lucky Strike cigarettes. Sometimes this standardization of art or layout takes the form of an invariable border design ; for example, the Atlas Portland Cement Co. ; Pyrene fire extinguisher ; the Regal Shoe Co.; the Westinghouse Electric and Manufacturing Co.; the Library Bureau. Sometimes it takes the form of a standardized typographical treatment ; for example. Tiffany & Co. ; the Hupmobile auto- mobile ; the Gorham Co. Sometimes it takes the form of a permanent space unit ; for example, the American Telephone & Telegraph Co. ; Dodge Bros, automobiles ; the Newskin Co. ; the W'estern Union Tele- graph Co. ; Le Page's glue. 5. A distinctive copy style, cither of idea, diction, or phrase- ology. For example : The man-to-man slang of Prince Albert tobacco advertising; the Pyrene fire extinguisher frenzied terror-of-fire copy ; the gentle philosophizing of \^el- vet Joe regarding time-cured X^elvet tobacco : I'atima cigarettes" §16 MEDIUMS 57 terse, snappy phrases, describing some occasion, and culmi- nating with " — and Fatinias!"; the "Your nose knows" varia- tions developed for Tuxedo tobacco ; the "boy who pegged shoes" biographical scries of W. L. Douglas Shoes; the genial, irrepressible good nature and good cheer of the Western Clock Co.'s Big Ben advertisements. 6. A sfa>idardi::cd style of illustration, most often of the article, the package, or the carton. For example: The Ryzon Baking Powder can and book; the 3-in-l oil bottle; the Nujol bottle and clock ; the M. Leone Bracker illustrations for Velvet Joe tobacco ; the chart of recommendations for different makes of automobiles featured in the Vaccum Oil Co.'s "Gargoyle" Mobiloils advertisements ; the party-of-tourists-sailing-on-a- huge-travelers'-check illustration of the x^merican Bankers' Association ; the. Forkum fairyland illustrations of Djer-Kiss toilet requisites ; the Cushman Parker portraits for \\'elch Grape Juice ; the Underwood Deviled Ham silhouette illustra- tions ; the "bent bones vs. straight bones" illustration of Rice & Hutchins' Educator Shoes. 44. A Practical Example of Correlation. — Often- times a number of different unifying elements are utilized at one and the same time. One of the best examples of this may be found in a recent campaign of the American Tobacco Com- pany in behalf of Tuxedo tobacco. This campaign was to a considerable extent specialized. Week by week the copy had such timeliness as the following examples indicate : In early spring, "How do you know there was a shower last night?" In early April, "How do you know the garden's being spaded?" In late spring, "How do you know that spring is in the air?" In early May, "How do you know they're mowing the lawn?" Later in May, "How do you know the blossom's on the clover?" In late May, "How do you know it's a carna- tion?" In June, "Flow do you know the locust trees are in bloom?" In late June, "How do you know your neighbor's sweet peas are out?" In July, "How do you know the lilacs are in bloom?" In August, "How do you know you're among the water lilies?" In late August, "How do you know ma's 58 Mi:i)lUMS §1G putting up preserves?" In September. "How do you know that dinner's ready?" (when you are in camp). In October, "How do you know it's apple season ?" In late October, "How do you know mother's baking apple pies?" In November. "How do you know it's Thanksgiving?" In spite, however, of this specialization of copy, all of the many advertisements in this campaign were very carefully linked together and correlated. This was accomplished by utilizing, to some extent, practically all of the six methods of correlation that have already been described. A trade character was employed, in that the same man appears as the hero of each and every illustration. The stand- ardized suggestive and descriptive phrase used was, of course, "Your nose knows," which constituted the invariable answer to the varying "How do you know" c|uestions which comprised the headings of the different advertisements. And while no actual registered trade mark was used, its etpiivalent, in the form of at least three ditferfnt distinguishing marks, appeared in each design ; namely, the special lettering of the name "Tuxedo," the script signature of the American Tobacco Company, and the two small circular illustrations accompanying the "Why this test" instructions. Both the art work and the layouts were thoroughly standardized, one artist only being employed for the former, and no liberties whatso- ever being taken with the latter. The copy style was exceed- ingly distinctive, both as to idea and as to execution, and the method of handling it was consistent throughout. Finally, the illustration of the two kinds of packages in which Tuxedo is packed was standardized throughout the entire series of adver- tisements. 45. Whatever be the method adopted, the essential thing is to make each separate piece of copy reinforce and supplement each other piece, rather than compete against it. One piece should fit in with another as one cog wheel tits the oilu-r. The advertisements appearing in different mediums should be welded into one harmonious consolidated whole, then there should be unity between the copy ])laced in different elassifica- Slfi Arr.DTUMS 59 tions and types of mediums, and also between the advertising in tlie primary mediums and in tlic secondary and the supple- mentary mediums; for instance, the use of the same illustra- KEEPTORIQHT-ORIYEWITHCAREi HOOD TIRES .rf*!3!S55»w /HOODv iTIRESA ARE BETTER THAN GOOD TIRES Tire Service in Road Signs y^y lot till 0JII004 Tirt Diilfibu' Hood Tire Signs are a new serv- ice to motor car owners through- out the highways of America. Right in front of you, at dangerous points, they caution you night and day. Hood Tire Signs also suggest lo you a tire that has created new standards of dura- bility, of wear and dependability. They remind you of the sign of the Hood dealer where Hood service awaits you in the nearest city or town. These signs are a national etfort to give every Hood Tire user a road service equal to the service which they obtain from Hood Tires upon their cars. Watch the Hood Tire Signs. Look for the sign of the Hood dealer. He will tell you wherein Hood Tires and Service will reduce your mileage cost. Hood Tire Co., Inc. VVatertown, Massachusetts Fir.. 9 and for hill- tion for newspaper and magazine advertising hoards and for store or window cards. Napoleon is quoted as saying, with reference to a proposal to send two dilTcrent French armies into Italv, "If yoti disturb 60 MEDIUMS §16 in Italy the unity of military thought, I say it with grief, you will lose the hnest opportunity that ever occurred ." To this master of military strategy, any disturbance of the unity and coherency of action and control was unthinkably disastrous. Three times as much light as uld-fishioncd carbon hnnps Or the &ame tight tor one- third the current That's the economy in using EDISON MAZDA LAMPS. ftxe to d tanon ~ luoJjr u^'u^ >ou nctid I'lcn GENERAL ELECTRIC CO VIP ANY Fig. 10 And the unity of advertising thought is, in its own field, as indispensable as is the "unity of military thought" in its field. Here, then, is one case where the whole may be made mate- rially greater than the sum of its parts, and each part be made § Hi Ml'.DlUiMS Gl to stand out more clearly, by virtue of the reflected light from some other part. Team work is just as essential to the success of an advertising campaign as it is to the winning of a baseball game. Fig. 9 shows how the advertiser may correlate his magazine advertising and his outdoor advertising. Fig. 10 illustrates a good tie-up between magazine advertising and window display. ART AXD TVPOGRAPHICAT> TREATMKXT 46. A good deal depends upon the proper adaptation of the physical form and arrangement of advertisements to the par- ticular mechanical requirements of the mediums in which they are to appear. The general layout effect, and the character of art work employed, should be appropriate and suitable. Other- wise the advertiser fails to make the most of the medium. If the medium be one that is examined at close range, and generally at the reader's comparative leisure — such a medium, for instance, as a newspaper or a magazine — it is usually well to go into much greater detail, both as regards text matter and also illustrations, than if the medium be of the long-range, purely interruptive, catch-them-on-the-fly type, such as a bill- board poster, or a motion-picture slide, or a window-display piece. If the medium be of the periodical class, then the style of art treatment will depend entirely upon the mechanical possibilities of the medium. Most women's magazines, for example, are printed on calendered paper of very good quality, permitting of delicate and highly artistic art work, including the succe^ful reproduction of either minutely detailed photographs, on the one hand, or of shadowy, impressionistic ones on the oflier; the finest and most intricate pen-and-ink drawings ; the won- derful depth and tones of good etchings, or the soft blendings of light and shade in crayon and charcoal drawings. Many agricultural papers, on the other hand, utilize cheap newsprint paper on which good results can be secured only by the use of line cuts. In them, therefore, a considerably modified and simplified style of art treatment is desirable. ii-2 .MI'.DIL'.Ms §10 Other kinds of magazines present still other possibilities and limitations, such, for example, as rotogravure, intaglio, and otTset color priming. A number of the class magazines olTer excellent four-color-process printing at a cost low enough to justify the addition of a color page or two, in one or more of them, quite as much for the sake of such supplementary uses as can be made of these color pages along merchandising lines as for their own normal consumer value. 47. The nature of the medium has a great deal to do with the determination of space unics. If the advertisement is of such a character as to demand or justify domination over all neighboring advertisements, then the space unit will be largely decided by (1) the size of the page ; (2) the method of making it up; and (3) the probable nature and number and size of the other advertisements likely to appear on it. Each of these three factors is of course a variable one, depending solely upon llu- medium itself. vSo the type of medium should receive due consideration in the determination of units of space. 48. As a general thing, and subject to many exceptions, it may safely be said that the present trend of experienced adver- tisers is clearly in the direction of using larger and larger units of space. This is true with but comparatively few exceptions so far as general-publicity advertising is concerned; that is, advertising whose chief purpose and function is to tell a story, to preach a commercial sermon, and thereby convert readers into an attitude of greater friendliness and greater desire to purchase, use, or recommend the -commodity advertised. There is no general rule as regards large or small space units in the case of advertising the chief purpose of which is a direct return of some kind or other — either a mail order, or an inquiry, or a request for a booklet, or sample, or whatever else the advertising may urge the reader to send for. Advertisers of this type, of course, have the benefit of a definite means of checking up the returns received from any given advertise- §10 aii:diuais . G.; nicnt, since their system of keyinj^ all advertisements enables them to figure very closely just what each inquiry and each sale produced by a given advertisement costs. In sucli cases, a certain space unit is sooner or later found to be most econom- ical and therefore most eflicient. Ordinarily, this most effective space unit is neither very small nor very large. Even in such cases as these, however, the general tendency seems to be in the direction of larger spaces rather than smaller. Some shrewd advertisers have found it more effective to increase the number of their insertions in a given issue of a given publication and limit each insertion to whatever size has been found most efficient, rather than to combine these several smaller insertions into a single advertisement of much larger size. Every case is a law unto itself, and every case must be judged upon its own merits entirely. Just as the medicine which the doctor orders depends wholly upon his diagnosis of the patient's condition, so the s[)ace unit utilized by an advertiser nnist be determined by analysis and sludy of tliat advertiser's condition in all of its varied aspects. FRKai'KNCY 49. Frequency of insertion is obviously afifected in high degree by the frequency of issue or appearance of the medium, and by its normal average duration of life. Here again, how- ever, each and every advertising problem presents some new phase or other, and the ultimate decision must rest chiefly upon the individual requirements of the case in point. POSITION 50. Advertisers usually try to avail themselves of every advantage of position that a medium offers. In making use of different kinds of mediums it is accordingly helpful to know just what are the regulations and the habits of each with regard to this matter. Definite knowledge concerning position require- ments is almost indispensable in all cases where color is 04 Mi:i)ll'MS §10 involved, where coupons are to be utilized, or where the layout, or actual text matter of an advertisement is of such a nature as in any way to presuppose a particular location on the page, or on some special page, or a certain location in relation to any permanentlv fixed feature, such as a margin, a gutter (made by the two inside white margins) between two pages facing each other, or some regular editorial fixture. When a coupon is used, it is, of course, desirable to have the coupon located along either an outside or a bottom margin, ()referably both, in order to reduce to the minimum the trouble involved in tearing or cutting it off. So the whole layout of the advertisement is very largely dependent upon the posi- tion which it is to occupy in the medium that is to carry it. I'he same thing is true in the case of special locations or special pages. If a double-page spread in a magazine is con- templated, for instance, it is important to know whether or not the two center pages can be secured. If so. one unbroken design and one large plate will answer for both pages, as the center gutter between the two type pages will form an integral part of the whole. If, however, the center spread is unobtain- able, and it is a case of using some other two pages facing, then the layout must allow for the two inside white margins, com- monly called the gutter, and two plates will be required instead of one. Fig. 11 shows how one advertiser tied together the two pages of an. advertisement. Another advertiser worked into the double-page illustration the trunk of a large tree, one half of it on one side of the gutter and the other half on the opposite side, thus binding the two pages into one whole almost as well as if the two center pages of the magazine had been used. Again, if the adopted space unit be small, in comparison with the size of the page and the size of the average advertisement appearing on it, then it will be well worth while to pay the extra charges made for special position on the page. Otherwise there will be danger that the advertisement may be so obscured and overshadowed as to sufiFer heavily in efficiency, or perhaps even be overlooked and lost entirely. "Just Like This" "This glass stopper furnishes a handy illustration of the tapered construction of a Tiniken Bearing, which resists end-prcssurc and offsets the effect of wear. "When I put this stopper in its place it fits. It docs not drop dou-n through the neck of the bottle, because it is tapered. "Just so the heavy side-wise lurch of your car on the rough road, or the steady pressure as you round the comer, cannot push the conical cone and rollers of the Timken Bearing through the cup. Whatever the pressure, the tapered rollers continue to revolve smooth- ly and easily between cup and cone. "Thus the tapered design resists perfectly one of the most destructive forces, 'end-thrust' that, unchecked, would wear out and ruin your bearings. " Now suppose I turned this stopper round and round in the neck of the bottle, till it wore a little **The Glass Stopper Illustrates the Principle'* Smaller. Would it drop through or become loose ^ No — it would simply move a little farther into the opening and fit as well as ever. "So when TinUccn Bearings wear a trifle, as all bearings will after thousands of miles, a part turn of the adjusting nut brings cone and rollers into perfect contact with the cup, and your bearings arc as good as new. "That is why Timkcn Bearings cannot be worn out by anything but accident or abuse— why they give greater security against wear and replacement of trans- mission and rear axle gears— why practically every well known motor car and truck has Timkcn Bearings in its wheels." [m Roller Beariof Cooi Timkcn Bcannxt. I i.T in.>r § 16 s u; All'.DIUMS (;.") 51. Definite locations with respect to iLxed points are most common in the case of outdoor advertising. Now and then, however, some advertiser will try to turn some regular period- ical feature to his advantage, perhaps, for example, by inti- mately relating his use of a magazine back cover to the front cover subject, or by directly linking up his advertisement to the subject of some leading editorial feature. This latter practice is more or less common in the case of certain technical, professional, and class magazines, where an Ring your wheels with 'Royal Cords'. It's for better — not for worse. United States Tires are Good Tires The Better Ole There's no such thing — n o t i n a tire. Guard against them with 'Royal Cords'. United States Tires are Good Tires Fro. IJ F:g. 13 entire issv:e is fre(iuently devoted to some noteworthy new achievement in the particular field covered by that magazine. In such issues, those advertisers whose services or products have been employed in the designing or construction of this particular accomplishment often feature this fact in their advertisements in that issue. Another illustration of intimate relationship between adver- tisement and medium is offered by an advertiser who has made excejjtionally telling use of New York City theater programs. I L T 102C-6 0.3 South eotrance to Waiihinctun Square; tum right thru aquart, passing fountain un left. Go under WaHhington Arch 13.4, cominif into 6th Ave. 14.3 1.0 FUitirun Building on right, Madison Square ahead on right. Crosu 23rd St. trolley, and bear left on Broadway, using caution for trafhc regulations at 23rd, 33rd :ind •12nd Sts. 16.1 1.8 COLUMBUS CIRCLE; 59th 8t. & Broadway. For diverging routes see Folded General Index Map in front of book. Route 80— New York City to Coney Island and Manhattan Beach— 23.9 in. Bcvoxae Route. No. SOIt. Long Iklanil Clly kfiil Fortai tlllls. Lungtr tti&n Rautt 't. r»i*ni«Dt *n4 MlLtACE Total Intcrmcd. For this «r exits, sec City Map, pagtc 192. .91. 0.0 0.0 COLUMBUS CIRCLE, 59th St. & E'way. Go east on 69tb St. 0.5 0.5 Curve right at Sherman Statue into 6th Ave. (2 blocks) 0.6 0.1 Tum left on 07tb St. 1.1 0.6 Turn left under lecond elevated (2 blocks). 1.2 1 Turn right on to Queensboro Bridge. 2.7 1.5 Long Island City. Straight ahead with trolUy across viaduct. Drive Now to the J^l CV" Free Service JT 1 JV Branch at Brooklyn, 1207 Bedford Ave- All life •eivlca FREE ocopi •ciu.l ic- pairaand auppliea-no raatlcr whether you uio Fi;k T.rct or not. Viiii Fnk FREE Sctvke bianchct ihioughoul jrour liavcla. More than I2S in principal cilica — acorn- plela aod GotioUywida fcrvica. § 10 MEDIUMS 67 by taking the name of the particular play to which the program is devoted, and which the audience is to sec presented, as the text for his advertisement appearing in that particular program. Figs. 12 and 13 show two of these advertisements, the first line of each being the name of the play. In the outdoor field, the most effective use of special loca- tions is that which in some way ties up the commodity adver- tised with the location employed. Locations adjacent to rail- road and steamship terminals are most effectively used by advertisers whose message is of such a nature as to make its strongest appeal to travelers or conmiuters. Locations border- ing on main automobile routes are best used by advertisers of automobiles and motor accessories. Fig. 14 shows how such an advertiser made effective use of an item of local history. Similar bulletins in proper locations feature other adjacent points of interest or historical importance. Similarly, local advertisers often make special use of car cards in those cars which pass their doors, by featuring the words "This car takes you there." Still other instances will readily suggest themselves ; the Fisk-tire advertisement, Fig. 15, for instance, appears at exactly the proper place in an automobile guide book. SEASONABL.ENESS 52. Seasonableness is almost always an asset. And because good advertising usually looks forward, at least in its creation, it is generally the part of wisdom to make plans for the seasonable use of mediums a considerable length of time ahead. A highly successful advertiser of cameras, for instance, pur- poses always to feature in each montli's advertising some phase of outdoor life which calls for a camera, but which will not make its strongest appeal until at least a full month or so later than the time that advertising will be current. In September, to illustrate, his advertisements will portray the delights of late autumn, in October winter scenes will be used, in February the copy will breathe the call of spring, and so on. In this G8 MEDIUMS § 16 manner, liis advertisements almost always receive the benefit of longer lifetimes than would be the case were they closely timed to the immediate present. He is wise enough to know that the average American is always thinking ahead — living in the near future more than in the present. Of course a great deal of advertised merchandise is distinctly seasonable in character. Most wearing apparel, and practically all merchandise which is in any way affected by fashion, falls into this class; also a large proportion of the ftjod products which are advertised. A certain sweater manufacturer has his advertising instruc- tions so issued that his copy is self-released whenever the temperature drops to a specified point. Hius his advertise- ments are automatically timed to appear on the day following the first cold snap of the autumn, just when his prospective customers are naturally beginning to think about buying new sweaters. Several food advertisers regularly take advantage of the special conditions incident to the Lenten season. Seed adver- tisers, of course, confine their advertising entirely to two or three months in the late winter and early spring. Innumerable other instances might be cited. 53. Timeliness is closely related to seasonableness. The more timely advertising copy can be made — the greater the news interest that it can be given — the more quickly responsive will its audience prove to be, other things being equal. At first thought, soap would not appear to be the sort of article which permits of much seasonableness in its advertising. However, one notably successful soap manufacturer gives to his advertising that timely, seasonable tone without which no advertising can make its strongest appeal. His January copy fairly tingles with the cold, clear air of a sparkling winter day. A few carefully chosen, descriptive phrases culminate in the line "What if your skin does burn when you come indoors? Ivory Soap will enable you to wash hands and face without a particle of irritation." The next month's advertisement fea- tures an indoor scene, because i)eo[)le are aj)! to be indoors §10 MEDIUMS <■•••' most during the month of February. "The charm of the colonial" is the text for this copy, which gradually leads up to a brief statement of the various qualifications of Ivory Soap for cleaning finely finished woodwork and old furniture. Another winter advertisement draws its inspiration from the long win- ter evenings around the reading-table lamp with grandmother in her easy chair crocheting some kind of trimming. The harm- lessness of Ivory Soap for laundering trimmings and delicate fabrics of all sorts is brought out. Late winter is blanket- washing time, therefore the next advertisement is devoted to careful instructions for washing blankets, the particular rea- sons why Ivory Soap is best for this purpose being clearly explained. In the next piece of copy, appearing just about the time of spring house-cleaning, both illustration and text matter are devoted to the merits of Ivory Soap for house-cleaning, and a special offer is made of a book entitled "Unusual Uses of Ivory," which explains just how to clean many of the things which ordinarily cause the most trouble at house-cleaning time. Another piece of copy timed to appear not much later in the spring also draws its text from house-cleaning activities. "Mirrors" is the principal subject selected and the copy pro- ceeds to explain the merits of Ivory Soap for polishing mir- rors, glazed ware, silver, and similar articles of all sorts. The June advertisement is made doubly effective because of its timely appeal— the washing of the soft white clothes dear to the feminine heart in early summer. The following advertise- ment is toned to the hot noontimes of July days. Illustration and text both bespeak warm sunshine and soft summer air. From that point on it is a simple matter to add that Ivory Soap is the third necessary essential for a really delightful shampoo. The August illustration and copy take the reader to the burn- ing sands of the bathing beach. The probable injury to the skin, caused by salt water, summer sun, and ocean breezes, may be nullified by the use of Ivory Soap. What could be more timely? Another piece of ^\ugust copy plays up the delights of an Ivory Soap bath, after strenuous play or work in warm weather. A tennis game is illustrated in the drawing, since the ro MEDIUMS 16 tennis season reaches its height in August. Then there is another effective piece of copy for early autumn, "If you ever have gone camping you doubtless know how many things Ivory Soap can do and how well it does them." The illustration of course lends additional point to the text. Autumn time is pie time. So the next advertisement takes the reader into the kitchen and explains why "millions of good cooks always wash their hands with Ivory Soap before baking." To most women new clothes and October mean one and the same thing. Therefore, the next advertisement tells just how coats made of such hard-to-launder fabrics as white corduroy may easily and safely be washed with Ivory Soap. Another October adver- tisement strikes a chord that will find an almost universal response — most men readers as well as every woman reader will be interested. Fall house- cleaning is the subject, skilfully handled in illus- tration and text matter. T.ace curtains are referred ^'i'^- 16 tQ specifically; full instructions for washing them with Ivory Soap are included in the copy. This advertiser is not content, however, with merely making his advertising timely. He carries specialization a step farther, and in his farm-paper advertising, omits all fine illustrations and fussy borders and decorations — rolls up his sleeves, so to speak, and gets right down to fundamentals with the farm Explosion Insurance This Company is issuing special policies covering the hazard of Elxplosion upon Manufacturing, Mercantile and Dwelling properties. Injojraitco Company' of North America PHILADELPHIA Oldest American Stock Insurance Company Downtown OfBce: Third and Wabut Sis. Uptown Office: Real Estate Trust BIdg. §16 MEDIUKIS 71 women he is addressing. One farm-paper advertisement, for instance, is devoted wholly to dish washing, that bane of the farm woman's existence. Another one is headed "Women who do their own work." Each piece of copy fits the occasion — talks the language of the prospect. 54. Advertisers frequently try to make their advertise- ments more timely by tying them up in as close a relationship as possible to some contemporaneous event or movement of more than average general interest. The copy used in Fig. 16 was prepared to appear the day following a disastrous explo- sion, and position was secured for it next to the reading account of the accident. As illustrated in Fig. 17, a successful phonograph manu- facturer follows very closely the concert tours of the various famous artists who have made phonograph records for him. On the day of the concert, he gives to the local papers large advertisements featuring the particular star involved and the various records reproducing his or her voice, or playing,. as the case may be. The delight of hearing the artist perform right in one's own home, with neither the trouble nor the expense of attending the public performance, is effectively emphasized. The result of this very timely advertising has been most gratifying. A large bonding house has secured exceptional efficiency for its advertising by utilizing the daily papers in any city where occurs a case of defalcation or theft by employe which is of more than passing interest. By having its advertisement appear on the very next day after the loss, and, if possible, on the same page as the detailed story, this company has obtained for its advertising an almost perfect score from the viewpoint of timeliness. Manufacturers of fire extinguishers, or of fire-proof mate- rials or specialties, often capitalize an important fire by imme- diately following it with their advertising in the local mediums, or by drawing from it a text for their national advertising. Perhaps the most perfect instance of seasonable advertising on record, up to the time of writing this, was the 1917 "Save AIKUIUMS §16 the Fruit Crop" campaign of the American Sugar Refining Co. Part of this campaign consisted of small newspaper advcrtis- Louis Graveure is appearing at Aeolian Hall Dec, 1st During the past year, Louis Graveure liaS won dcstrvrd recognition aa one of the great baritonos of the present day. PosscsKe(l of a voice of rich and resonant lower range, clear and powerful as a bcl canto tenor in his higher notes, he has proved his ahility to sing with equal charm all the wide range of vocal music, from operatic arias to simple ballads. There has been fTrat demand for the records whirli CraTcurn has made rxclueivcly for the Columbia, and this demand will be understood by any lover of true music who hears them. At any Columbia dealer's you may enioy Cravcurc records plaj ca for you on the Columbia Grajfonofa. When you listen to them, you will realize the wholly satisfying qualities of this artial's voice and of Columbia reproduction. New Columbia Rtcordt on Sale the 20th cf Evny Manth C^unbi* CratnxU Columbia Records Fig. 17 nients urging every one to save the particular fruit crop that was seasonable in that particular locality at the exact time of §1G Mi:i)lUAIS 73 appearance of that advertisement. To carry out this idea effectively, it was necessary to speciaHze every single news- paper advertisement in three distinct ways : First, according to fruit crops; second, according to localities; third, according to weeks of the year. This campaign was so successfully con- ceived and executed that it was subsequently pronounced by the president of the sugar refining company to have been "a perfect campaign from start to finish." Cases in point could be multiplied indefinitely, referring to such occurrences as national holidays, as Christmas and Easter and Thanksgiving ; Presidential campaigns ; Better-Baby weeks ; Clean-up and Paint-up weeks ; National Fire Preven- tion day ; June weddings ; the Safety-First propaganda ; Buy-at-home activities ; the Food Conservation crusade ; Auto- mobile, Food, Business, and other shows ; and so on, almost without limit. Care must always be taken, however, not to overdo these factors of seasonableness and timeliness, as too nuich harking back, into even the very fresh and recent past, becomes tire- some. People very soon forget. That is a national character- istic of Americans. SI riM-F:3IK!\TAL I SES 55. Properly handled, an advertising medium nia\ be made to perform a number of supplemental services. In other words, in addition to its normal function of delivering the advertising message to the should-be consumer, a good medium is capable of accomplishing various other incidental and indi- rect functions. These are the by-products of the medium. 5(>. Indirect Advertising. — An interesting example of indirect utilization of magazine advertising is supplied by two recent campaigns run by a large manufacturer of bags. Most of his bags being sold to flour manufacturers, for holding flour to be sold in retail stores, the most logical way for him to increase his business was to increase the total consumption of flour in bags. To increase this consumption, he advertised the superiorities of home-made bread, as compared with baker's xMEDIUMS §10 bread. (Bakers buy their flour in large coarse sacks rather than in bags such as this manufacturer made, therefore the bag 'i^. ^^^' ^ 3%^^ ^ ^Se Housewife's Pride TH E housewife who serves pure, home-baked bread makes the home meal a dehght and a pleasure to all. She shows true moiiierly pride by giving to her family the most whole- some and strengthening of foods. And she displays perfect judgment, because homemade bread is not only the most nourishing, but is the most economical of foods. Made from white flour, bread is highly digestible and is turned into brain and brawn with the least tax on the diges- tive organs. The wise housewife bakes her own bread in large quantities, and smiles of pleasure and strong, healthy bodies proclaim her wisdom. If you think baking bread requires more extra work than it is worth, just try it once. You'll be surprised at the ease with which you can bake bread along with your other cooking. Here's the master recipe that will make your table a real thing to be proud of : GOOD HOMEMADE BREAD 3^3 qujuls flour; 1 tablespoonful ««!( : 2 lableipoonful* >uB«r: 2 ckk< yeatt; 3,' ^ cupful* lukewann water. Warm baiin aad flour lo lave time. Sir%e floiit and »ali into ha»in. Crcim yrast a until liauid. Add lepM water. Make a well In the Soot and iiir in yfid and « Aouf [rom tldei, laaving a wall of il ritund the r^ast. Cover and put in warm t>lacf> uniil fiirfacf of r»tt it thi^klr covered witb bubbiei. Then knead all the fluiir into the iponce, uting the band. Add more lepid water if doutb it too ttiti Ptit ba.-tc Into basin, covet and put In warm place to tiie. Knead quivkly and lichily tucelher. Bake in hot oveD (940^) for firti filiern minuiet. then lei heat K'aduallr decrease. Time will dei>endon tize of loaves. Fk;. is in.'inutruiuri'r's interests were directly o])posecl to the purcluise oi baker's l)rea(l l)y the eoiisiuner. ) I loth of these eampaiyiis 16 MEDIUMS to were distinct successes, as the manufacturer's increased sales of flour bags proved. Fig. 18 is an example of one of his advertisements. Another successful advertising campaign which wholly depended for the accomplishment of its purpose upon the indirect use of advertising mediums was a campaign of the National Cash Register Company in women's magazines and other consumer mediums. The copy emphasized how impor- tant it is to the purchaser to "get a receipt," and in this way brought to bear upon retailers, of all sorts and kinds, all over the country, a large amount of pressure in the direction of their installation of National Cash Registers, in order that they might be equipped to give their customers the receipt the magazine advertising had taught them to demand. This cam- paign, too, was highly successful. Fig. 19 is one of these advertisements? 57. Direct-Mail Service. — The fact that certain medi- ums are to be used in a forthcoming advertising campaign may be capitalized, often to considerable advantage, by announcing it to the trade, in the form of direct-mail work. Usually this takes the form of a trade folder or broadside, in which the out- standing features of the campaign are explained, the several mediums listed, their respective circulation figures quoted, samples of the copy that is to be used shown, and the thorough- ness, scope, continuity, comprehensiveness, or other particular merits of the campaign outlined as impressively as possible. Sometimes these folders are very elaborate, other times they are little more than proofs of individual advertisements. Occasionally, full-size, full-color reprints of the actual front cover of some magazine on the list are used, the advertisement usually being reproduced on the fourth page and the two inside pages being devoted to text matter describing the product and the advertising. Such reprints as these constitute a good example of the way in which primary mediums may be manip- ulated to render indirect and supplemental services. 58. Salesnien's-Helps Service. — Anything in the nature of an exhibit that helps to visualize the advertising that \{j Mi:i)lU.MS U6 a manufacturer is doing, to his salesmen, or to the jobbers' salesmen who carrv tlie line, or to the retailers who sell it, is Teach children to get a receipt IT is often necessary to send children to the store. It is irritating when they bring back the wrong change. Usually it means a trip to the store for father or mother to straighten it out. Have you had this experience only to find that the clerk couldn't remember the transaction? Or that he insisted it was not his error? Either you got the missing change with an apology, or the proprietor gave it back reluctantly, or he wouldn't give it back at all. If the clerk feels he is right, he may suspect the child. If the proprietor is convinced you are right, the clerk is open to censure. In cither case an unpleasant impres- sion is left, and confidence destroyed. Merchants who equip their stores with the up-to-date National Cash Register render their customers a more than ordinary service. They protect the buyer, child or grown-up, against disputes. They pro- tect their clerks against errors. They protect themselves against loss. TAij machine furnishes every customer •with a receipt or sales slip. It prints on this the amount paid or charged. On this is also printed the dale of sale and uho made it. It forces a duplicate, printed record for the merchant. It pays to trade in stores equipped with the up-to-date National Cash Register. The National Ca«h Regitter Company, Da)rton, Ohio LOOK FOR THIS SIGN IN THE WINDOW MK. MERCHANT: One bf one we hj*e discoveied new ■ mcrrhanls' profits. We hive now rttiy for ieWyety many the Nilionil Ca>h Regiiler. These 1116 models are Ihe very last word in p f o you. your ctcrks and the public . The added imp menls are worth your investigation. Write fo, full inlormation. A.ljrns DrpI A. 3C I'lc. 19 of prime value and impojiance. As a consequence, salesmen's portfolios have of late received a good deal of thought and have §16 MEDIUMS 77 reached, in certain instances,- a fair stage of development. Frequently they form so critical a link in the chain of success- ful advertising that an advertiser is wise to pay several dollars apiece for them. Usually the mediums carrying the advertising are the suhject of ([uite a little attention in these portfolios. Their strong points are explained, the reasons given for the inclusion of each on the list, the distrihution of their respective circulations detailed. Thus another valurd)le l)v-j)roduct use is made of the mediums utilized for the advertising. 59. Display-Material Sorvico. — The more effective and distinctive of the ideas and layouts used in the various primary mediums, particularly those treated in color, may he made to serve a double purpose, by adapting them to window- and store-display pieces. Sometimes an unusually effective layout or illustration may be repeated many times, in as many different forms. One large national advertiser utilizes the designs of his best color pages for the covers of his semi- annual style books, for his billboard posters, for dealers' win- dow-display cards, for dealers' store cards (either framed, hung, or mounted on easels), as a prominent feature of special letterheads for letters from his dealers to their prospective customers, on address labels for his dealers' delivery packages, on dealers' price tags, etc. In this way the whole campaign is strengthened, by virtue of being more closely knit together. Each repetition lends additional effectiveness and power to each other appearance of the design. 60. Electro Service. — Some of the characteristic illus- trations of the campaign in the various primary mediums are fre([uently reproduced in electros that are furnished dcders. and that thus link the dealer's work closely with the general campaign. 61. Direct Cooperation From the Mediums. — It quite often lies within the power of the medium to render very material assistance to an advertising campaign. Many mediums go so far as to maintain large and expensive cooperative 78 MEDIUMS § 16 bureaus, the sole purpose of whrch is to help advertisers in any and all reasonable and legitimate ways. Generally such aid takes one of four principal forms. 1. Investigations. — A large amount of local, sectional, and even national, investigative work has been undertaken by diflfer- cnt advertising mediums in the interests of their present and their prospective advertisers. Reports regarding distribution and trade attitudes are the most commonly undertaken form of research. Of course a large part of this work has been too casual, too amateurish, and too superficial, on the one hand, or too biased and too prejudiced, on the other, to permit of its having much genuine practical value or reliability as indicative of conditions as they actually exist. But in a number of con- spicuous instances very fine work has been performed, and a highly worth-while contribution made to the available trade and merchandising data of the industries involved, partially upon which sound and successful advertising plans have been built. Let advertisers beware, however, of very many so-called investigations that are investigations in name only, being in fact neither accurate nor impartial, and which, by misleading infer- ences, and sometimes by actual misstatements and deliberate warping of the facts, do incalculably more harm than good ; "A little knowledge is a dangerous thing: drink deep or taste not ." Faulty or inadequate diagnosis is apt to be fatal, in advertising just as in medicine. 2. Local Surveys. — Many mediums whose field is limited, either geographically or as regards special interests, have com- piled detailed and authentic data with reference to population, crops, per capita wealth, average wage, trading habits, buying preferences, and the various other conditions obtaining in their respective trading territories. Trade maps and lists of dealers in various lines of trade are often furnished. Certain pub- lishers have rendered advertisers a particularly noteworthy service in their comprehensive surveys of merchandising con- ditions in their especial fields. Conspicuous examples include the Chicago Tribune's "Winning a Great Market on Facts" book ; the "Journal's City Analysis," by the New York Journal ; the Cleveland Plain Dealer's "To Tell It to Cleveland Is to Sell § ir, MEDIUMS 70 It to Cleveland" book ; the New York Globe's "Graphic Com- mercial Survey of New York City" ; Woman's World's "Hand- book on National Distribution" and "Guide to Profitable Dis- tribution" ; the series of "Definite Data Maps" produced by Successful Farming; the "Agricultural Michigan" book pre- pared by the Michigan Farmer; the National Farm Power's (Orange Judd Company) "Automobile Survey"; the Boston American's blueprint Trade Maps ; "Pierce's Survey," pub- lished annually ; the Standard Farm Papers' annual "Year Book" ; the Mitchell, South Dakota, Republican's "Cooperation and Service" booklet; Better Farming's "Presentment of Facts" ; the Cincinnati Times-Star's "Cincinnati — Facts and Figures" ; etc. Occasionally a local medium is able and willing to go to the length of analyzing the local market from some special point of view, thus rendering to its advertisers and prospective adver- tisers a complete report of the various local peculiarities and localisms, and the best ways and means of overcoming trade indifference or resistance, and of surmounting consumer obstacles of all sorts. These differ from ordinary investiga- tions in that they have no specific objective in view, no definite axe to grind, other than the general familiarizing of advertisers with the facts regarding the local market for their goods. 3. Trade Introductions. — Through their promotion, or mer- chandising, or cooperative service bureaus, some mediums have developed to a considerable extent the service they can render advertisers in the way of securing for the latter's sales- men good hearings on the part of the better local dealers. This is most often accomplished by sending a representative of the newspaper to accompany the advertiser's salesman and per- sonally introduce him to the merchants. In other cases, letters of introduction to the trade are given to the salesmen. Very good results have been secured in many cases along these lines. 4. Trade Announcements. — Sometimes local mediums, par- ticularly newspapers, are willing to run off — usually on their own presses — and then distribute, a notice to the local trade, that on a given date a certain advertising campaign will com- so MEDIUMS § IG mence in that medium, running in accordance with a specified schedule, and for a stated length of time. This notice generally takes the form of a circular letter, a folder, or a broadside, and may, or may not, include proofs of sample advertisements of the campaign. The medium urges the local dealers to keep their stocks of this particular commodity fresh and ample, in order that no newly created business may be lost. Also it bespeaks the cooperation of the trade, in linking up their individ\ial stores with the advertising, by giving special effort to displaying and pushing these goods during the continuance of the local adver- tising campaign. This form of cooperation on the part of the medium has usually been productive of excellent results, when properly carried into execution. G2. In a more general sense, all the educational work car- ried on by advertising mediums and directed toward a better understanding of modern advertising methods on the part of the local trade, a truer appreciation of the value, to the trade, of advertising and advertised goods, and a keener realization of the importance of linking up their stores with the advertising, should be included as a vital and valuable part of the direct cooperation which mediums are capable of extending to adver- tisers. It should be carefully noted that none of these four clearly defined lines of cooperation obliges the medium to discriminate in favor of any single one, as against the others, of a number of competitive products, or in any way subjects the medium to charges of partisanship. Whatever a medium undertakes to do for one advertiser should in no way prejudice the chances of a competitive advertiser ; in other words, nothing should be done for one advertiser that cannot be done equally well for two or three, even when mutually competitive. This safeguard obvi- ously disqualifies a medium from actually selling any adver- tiser's goods — undertaking to do so is clearly beyond the func- tions of any medium — or from soliciting or placing window displays for any individual advertiser, or in behalf of any individual commodity, that has competitors in the field. § 10 MEDIUMS 81 Broadly speaking, the chief thing to be avoided, in all forms of medium cooperation, is the danger that the advertiser's judgment of what constitutes sound advertising value may thereby be warped and twisted, and the relative merits of that which is of genuine worth, as contrasted against that which is mere tinsel and glamour, may be viewed in other than their true perspectives. COXTIl.VCT REl.ATIOXSHIPS WITH MEDIl ]»IS 63. Advertising mediums are generally used by advertisers in accordance with a definite contract basis. It makes little difference whether such a contract for the use of an advertising medium by an advertiser be formally worded and executed on an elaborately prepared form, or whether it be simple and in formal in its nature, as in the form of a business letter. Most publishers employ regular contract blanks, on which are speci- fied the various details of the order. Advertising agencies like- wise have their regular printed forms for issuing orders in behalf of the advertisers for whom they are acting. It makes far better business to have the phraseology of the contract as simple and direct as it can be made. The important thing is to cover all the essentials of the contract with the few- est possible words. These essentials should normally include the total space ordered, the expiration limit, the rate that is to apply, and the basis upon which payments shall be due. Usually the unit of space which will be used and the schedule of insertions do not comprise part of the contract. Any special features of the contract must, however, be clearly defined if they are to have legal status. 64. Usual Forms of Contracts. — Contracts with pub- lishers usually take one or the other of two forms. The general practice nowadays is to use some such form as the following, which, when accepted by the publisher, becomes a contract: Please enter our order for lines of space, to be used in your edition, within a period of (usually one year) from date, at the rate of cents per line. Payments to be made monthly as earned. I L T 102C— 7 82 MEDIUMS § IG Since this form of contract states only the total amount of space to be used within a given period, the advertiser is wholly free to use it in such manner and at such time as he may think best, while, at the same time, he is fully protected as to rate — in other W'Ords, he has definite assurances that each and every advertisement he may insert during the specified period will be charged at the lowest rate to which his entire volume of adver- tising in that period entitles him. It is obvious that it is to the interest of the advertiser to contract for the largest total amount of space that he feels reasonably sure he will be in a position to use during the year. On the other hand, it is equally to his interest not to contract for more space than he will probably use, for if he fails to use as many inches as his contract calls for, he will, of course, fail to earn that rate, and all of the advertising which he has done under that contraot will be charged at the somewhat higher rate to which the amount of space he has actually used entitles him. This procedure of bill- ing an advertiser for the difference between the rate specified in the contract, but subsequently forfeited by failure to use the total contracted number of lines, and the rate to which he is actually entitled by the number of lines used within the speci- fied period, is known as sliort-ratin«-. It means simply that if an advertiser at the end of a given contract period has failed to use the total space contracted for, he is rebilled for whatever difference there may be between the price of the advertising he has actually done at the contract rate and the price of that advertising at the rate to which it actually has entitled the advertiser. To illustrate, at the time of writing this, a certain newspaper charges a line rate of 8 cents for run-of-paper space, which, on yearly contracts, is reduced to 6 cents, 5 cents, 4 cents, and 3 cents, for yearly contracts of 1,000 lines, 2,500 lines, 5,000 lines, and 10,000 lines, respectively. Suppose that a local store contracts with this paper for 5,000 lines of advertising during a year at the rate of 4 cents per line. Space is used regularly and payments are made from time to time as used. At the end of the year, it becomes apparent that instead of using a total of 5,000 lines, the advertiser in question has used only 4,000 lines. §10 MEDIUMS • 83 For tliese 4,000 lines, at the rate of 4 cents per line, he has, of course, paid $160. At the end of his contract year he is short- rated by the publisher in the amount of $40, this being the ditTerertce between the cost of 4,000 lines at the contract rate of 4 cents per line, based on 5,000 lines, and at the rate of 5 cents per line, based on 2,500 lines, which is the lowest rate to which his 4,000 lines of advertising entitles him. If, on the other hand, this same advertiser, during the year, should use enough advertising over his contracted 5,000 lines to bring the total up to 10,000 lines, practically all publishers would give him the advantage of the 3-cents-per-line rate, applying on 10,000-line contracts, although his original contract calls only for the 5,000-line rate of 4 cents per line. In this instance, it is apparent that his total of 10,000 lines of advertis- ing would cost him $300 rather than $400, or, in other words, he would receive a rebate of $100. Short-rating is always to be avoided if possible. It often happens that it is really cheaper for an advertiser to continue his advertising in order to fill out a contract than it is to stop advertising and vnidergo short-rating, even when it appears absolutely unnecessary to continue the advertising for its own sake. In the case just described, for instance, the advertiser made a serious mistake in not using the 1,000 lines of advertis- ing remaining unused at the end of his contract year. The fact is these 1,000 lines, if he had used them, would really have cost him nothing whatever, inasmuch as his total year's expenditure Vv'ould have remained $200, at the 4-cent rate to which his advertising would then have entitled him, as com- pared with exactly the same expenditure for the 4,000 lines he actually did use, figured at the 5-cent rate, which was the best rate to which that amount of advertising entitled him. 65. The second form of contract between advertiser and publisher is nothing more nor less than a definite order for a specified imit or units of space in a specified issue or issues of the publication, at a specified price. There is nothing at all unusual, of course, about such a contract as this — it is just an ordinarv business order form. The first form of contract 84 MEDIUMS gl(; described is normally employed only l)y newspapers, whereas the second form is of more frequent occurrence in the case of weekly and monthly publications. 66. Discounts and Special Rates. — There is, at the present time, a marked tendency on the part of newspai)er pub- lishers toward doing away with discounts based on yearly con- tracts. A large number of newspaper publishers have already established a uniform rate applicable to all advertisers alike, irrespective of the total amount of space used by each. Such a rate is known as a flat rate. It is obvious that in the case of BLANK WEEKLY ADVERTISING RATES Display Advertising, per acate line, . . $ 2.50 Quarter Page, . . each insertioa, . . 425.00 Halt Page, ... •• . . 850.00 Full Page, inside, " . . 1500.00 Inside Page, two (clore, " . .1800.00 Second Cover. '■ " . . 1800.00 Third Cover, " " . . 1800.00 Fourth Cover, " " . . 2250.00 Center Double Page, two colors ■ .360000 CLASSIFIED RATE $1.25 per Agate Line Stock. I'ouUry. Egas. Situations ther. Advertisements of I „ Wanted or Help Wauled tool to exceed lOU are accepted at litis ijte ilpaid for casti in advance SIZES OF PLATES All cuts and copy intended for full slnglei " " fourth Covet 12W 9,'i " " Center L>oublc Page . , . I2ii 2(r/i." " CLOSING DATE Copy and pUtes must be sent to publishers not later thiin SATURDAY, FIVE WEEKS IN ADVANCE OF PUBLICATION DATE. Copy and plates for all color work must reach the Publishing Office ONE MONTH in advance of above date. GENERAL INFORMATION words average one line: fourteen li °1 and reading bUck-faced type. able AdvertiBementacontainii borders etc.. arc subjc. resettmtf of type matter Ha'ftonc platea (or black or color p«t[c» .1 acceptable only when made with screen not hn than 120. and proofs in duplicate should be »u mitted on our own super stock, from the idcni cal plates furnished us. Any deviation from. exact mciauremcnls of plat for - opy charge for thi Orders for preferred pos; Orders specifying po»it nd labor of udjusttng dia Bcc.pted known as preferred positions ar< No discounts for space or time. A cash discount of 2' . will be allowed All bills are due on the closmg date o( 1 which the advertisement appears. A new rate immediately applies to all I not previously covered by a formal ordei deAnile dales and space. The line rate will apply to all adv cepi eXACl quarter-page, half-page and full-page All note, named herein are .ub,ect to CHANGE WliHOUT NOTICE. ■ giving !>.. Imi;. 20 I)ubhcations employing the flat rate yearly contracts are rather superfluous, and the only contract relationship really necessary between publisher and advertiser consists of definite written instructions on the advertiser's part as to when, where, and how the publisher is to insert that advertiser's advertising ^ — •■ Q bfi .s t - ii -1 ■? ^1 .a ^ 8^ 0. ^ X ■X O ° -o - Ji =3 i- U, O A, N « '^ E < Ic -d 6 = o ^ S », -d „s c U. ™ S 0. 12 •£ 0. F ^cS c ® -^ •- \r\ 5( L4J _o u .— •-J w t; Q. — « o O c " — ^ "f tS ■£ 1 ^ *- -5 ^ ^- 0.0 -•-S I" .. E •J - S 3 ,^. ^00 = 15 D. « rz O^ Oafr cu'i^ S6 Ml-:i)IL'MS §16 message. However, niatiy newspapers employing the flat rate make it a practice to urge their advertisers to sign a contract with them, because of the protection the contract gives the advertiser against a possible increase in rate. The larger number of newspaper publishers still employ the sliding scale of rates, based on yearly contracts, but the flat rate has many advantages which are becoming more generally recognized all the time. When the sliding scale is utilized, dis- counts are almost invariably based on space used, the ordinary rate-determining units being 1.000 lines, 2,500 lines, 5,000 lines, 10,000 lines, and occasionally 20,000 lines. A good many news- paper publishers base their rate on so much per inch, rather than per line, and some scale their rates at 100, 300, 500, and 1,000 inches. If advertising is to occupy special or preferred position and the contract is of the type that specifies space units and inser- tion dates, the special position and the price are always stip- ulated in the contract. If the contract is of the kind first mentioned — that is, for a certain amount of space to be used within a given time — the extra rate that is to apply on all pre- ferred or special-position insertions is stated in the contract. Newspaper publishers usually charge 25 per cent, extra for so-called full position; that is, a position at the top of column and next to reading matter, or first following and next to read- ing matter. Some charge only 20 per cent., others 33}i per cent., and some even as high as 50 per cent. Many publishers charge so much per line, or per inch, extra for position, but these extra charges, which are added to whatever basic rate the advertising earns, ordinarily amount to from one-third to one- fourth additional. In the case of weekly and monthly magazines, there are a few publishers who still offer either time or space discounts, or both, but the great majority employ flat rates. There is also a clear tendency in the direction of making the charges for frac- tional parts of a page strictly pro rata to the charge for the whole page. One conspicuous exception to this rule is the case of the full-column spaces in women's magazines, which ordi- narily coiniiiaiid a higher rate than an e(iuivalent amount of C/2 •C -C "2 -C "2 o o o o o o ^ X X X X X u ^x ''m o eg rj- r- r- c^ c-j n o 3 o o Q o .5 « a S^ a 00^ ft.— w bO ^-s a V 2^ - 13 "" T3 ft. « g-5| a o 2 •- « •S 5 ^3 P 2 S-8 tea l^^si « as 2 2 O A. OS Q c o a g u J J o o o 5 2 SU. « "O o > h -s-i 111 S Q M W 4) <« •a o a 1-1 .£ c« ^ ^ ■« 3 4; a. K ,^ ^^ ^ g VO T?- 2 U 3 -• o ^ S a ^ as"' I J 9" - £ a o - •< .2 a c/^ Pa S u o o o o o o o o "— -r « ■; £ £ o u '-' ~ _o _o Tj. ■> u 5 = u o o o " ^ 'J" 87 to > ill'! i£fi;. 2. E ^ s s a *• S8E s ss ss !S J..JO Mi C3 si.^s 5£= 2 g^ H r^ til III be < M M • > < 1 S.8.= 2 Si a S: is : i 1! ; t ; : ^ : y^i J o : • ■ J ?5 s is s; « K ■' C 1:5s -o C£ H f^;i^ ! • 1=9 ; cf ;|i; 03 i 3 << c a" i -1 S If 1^ IS] Is mJ Q cs -1: u ix < MH nJ H Oi u E ■c^ c f? ^ vi '■ ■ ■ ■■e-:c4 t,r..^: malill be ueiririrtrt'i/s L c cl Mci SntI V,- ifMnocuieo «■; e^ ec « « iri-T •gs KB ^t;; 71 ■b. to o • >* .>->.>«'■ : c a ? c ,.«. = '= c = oS2S EE=g ;^^ 6-' = E£2 vntr cn5p and cnpin.ir ,, , , . The advancement will be rapid, better the work, bigger the salary: a knowledge cf mechanical lines will be an advantage. Address Agency, STENOGRAPHER, private secrctarv; rapid enough to take board mectinss; $1J0 month to tart, with advancement to official position. X. ' ' ,545 H ■■ CORDAY & GROSS want, permanently, a designer of covers and cf general buukJtt and catalogue, illustrative and decorative work: an apt man with good ideas and ability to portray them. Corday & Gross. Anti-Waste-Basket PrinterSi Cleveland Ohio. WANTED. — Thoroughly competent double entry bookkeeper; must write good hand and furnish unquestionable references: salarv $-0 to 125 per week. Exceptional, 3-0 Herald Down- town. FOREMAN steam constn riptaik P ; imber .-IfH Hr look after jl ruling and •MF.iHANlCAL dri.d experienced in the detail design ol steam a electrical apparatus, tools and manufacturing methods. Address box K. S., 31 Washington St., Brooklyn, N. V. YOUNG woman with knowledge of stenog- raphy and double-entry bookkeeping; need not be an e.xpert, but must wntc well and knew arithmetic thoroughly. Address in own hand- writing, stating salary expected, G., 452 Lexing- ton Ave. MAN.^GER able to build up department of advertising art for leading engraving and printing house: also to contract for catalogues and book- lets; must know engraving, printing, sales meth- ods, and advertising literature. Apply to Order Taker, box 450 Herald. COMPETENT double-entry bookkeeper in extile line: commission house: state experience, alary required. Willing, 226 Herald. W.^.NTED. — Experienced stenographer and t^-pewnter; must be rar-id and accurate. Apply to superinur.dent. Chapman & Co., Fulton St , BrooKK-n. GOODRW FOR. SPECIALLY TRAINED PEOPLE young ■ation. .-iriment: 11 ranicu- « Superin- BOOKKEEPER who is thoroughly familiar with ctpavtrr.ent stcre work: knows s> stems and up to date in every respei-t: good opportunity to wide awake man; Al references required. Address, stating salary expected, K., 17X Herald W.\.NTED. — Experienced man for interior and intercommunicating telephone work; must understand wiring for intercommunicating sys- state wapes expected, aid Downtown. terns and telepho.... Address E. M., 570 H WA.NTED Signs.— We w-ant a glass sign painter; permanent situation and good wages. Address Dames Manufacturing Co., Pittsburg, p^ ENGINEERS, marine, in operating suction dredges in salt water; salary Jl.SOO; state former and present employers. Engine, 396 Herald Do-vntown. WANTED. — ARCHITECTURAL DRAFTS- man. Address, giving full particulars and ape, education, experience and salary expected. No. 515, care Engineering Record. STENOGRAPHER.— Large law firm require expert: must be able to take 175 v.-ord.^ a minute; salary $30 a week. F. .M., 296 Herald. npleie cppo'r- Fiox 2291, HEATING ENGINEER WANTED— PER- manent position in Philadelphia for the right man; must be qualified to design and supervise construction of all classes of steam and water heating, power piping, etc. Address. No. 506, Engineering Record PO.^ITION AS SUPERINTENDENT OF erection, with company handling steel rail- road bridges and viaducts, light hiijhway bridges, mill buildings, substructures of piles, cylinders. masonry and concrete, etc.; requires executive ability to control and direct twenty or more construction crews: give age. detailed experience. references, salary expected, and when can report. Address, No. 521, Care Engineering Record. SHEET-METAL WORKERS, experienced in sheet metal window frame work; good wages and steady employment. Klauer Mfg. Company Dubuque, Iowa. W.^NTED — Railroad draftsman familiar with track and station layouts: work in vicinity of New York City. Address "D. A. 3," Engineer- ing News. New York. A man to manage our plumbing department: one that is capable of drawing plans lor steam- and hot-water jobs, plumbing, estimating same, buying plumbing apd steam heating goods, buy- ing tinners' supplies, estimating on tin work; in fact, we want a man fitted to look after our tin shop and plumbing business. Address C. M. Dur- land, care L. H. Durland, Son & Co., Watkins, N. Y MACHINIST in small jobbing shop; central location; with some experience as leading hand on repairs to engines, pumps, boilers, etc building machinery from d"- "'•'"- •"•>"•<•;" uiiQing macninciy iiuiii ui,i»,„^a, managing ■ork and men both in shop and outside. Address ith particulars of p •"•" ••-'-i'-""'«'-« <■■•». id sa]ar> andm, ing kn Electr „ -. employineot, agy L 502. Ktccrd. 308 Fig. 3 First pace cf a 4-pai.'e folder prepared 00 o 2 O f^ o "rt ^ 03 en ^ t^ >■ •.-H 0) 'oj +-* "■ ^ ;z; CJ tn en o! >^ 03 ■*-> c s OJ xi M-4 o M-H O o 03 c 0) CJ 03 13 G 01 C ■J) u O rt ^-c U G »4-l -k-l OJ 03 r^ cn o lU 03 r^ a _ '^ o 0) 0) s O CJ 03 0! OJ •rfl m >^ 'o cn K te m ffi ti 3 tc bfl x: CJ >. 13 .C '^ 4-> 1 o C3 «J-I o "oj 0) 4-1 cn o 'bi ."tn 2 (U 13 3 O **-j >. tn O tn o > C M x: 03 03 _o a >1 dJ •^~* ^ TZl oJ 'O rC 03 0) ^4 XI C i) 4-» C .-^ ,Q ^ '—• c3 ^ g o cn cn a O >> O U l-H en > o Ij _G 4-> 'bi 03 c 03 o 13 C Oj '5 t-i o 4-> G B tn tn at 03 > D , o o 0) (U 3 X! o nt 6 is* 12 CATALUCS. P,( K )KIJ-:TS, AXI) I-oLDI-.KS §18 and, unless supported by stiff backs, the sides fall over the hands. Therefore, unless the pamphlet is small, square bind- ing is usually better. Sometimes the illustrations or testimonials to be used are of such character that oblong binding, or binding at the short end of the sheet, is preferable. In Fig. 4 is shown a page taken from a catalog that was bound in the oblong style. If this catalog had been bound on the long side of the page, it would have been necessary, with the present arrangement of cuts, for the reader to turn the book half way around in order to read (as is necessary in looking at the reproduction of the page in this Section). If the person that prepared the catalog had tried to avoid this by running his text across the short way of the page and putting one of the illustrations under the other, the arrangement would not have been so good as that shown. 24. Saddle-Stitch and Side-Stitch Bind- ings. — Usually, book- lets containing 64 pages or a smaller number are Fig. 5 Fig. 6 bound through the center, the wire stapling, or stitching, being put through the book by machinery from the exact center ; that is, between pages 24 and 25 in a 48-page book, as shown in Ficf. 5. This method is known as saddle-stitch binding:. Larger booklets may be bound this way where the paper is very thin. Booklets containing more than 64 pages are usually stitched through from one side to the other, as shown in Fig. 6. This method is known as side-stitch binding. 25. Cord Binding Compared With Wire Stitching. For the ordinary catalog or booklet, wire stitching answers all purposes, and besides it is not costly. If it is desired to have something especially attractive, a silk cord may be used to fasten the printed matter together, but this increases the expense. It is true, however, that a good exterior color bar- ijlS CATALOGS, BOOKLI'TS, ANT) I'UL1)1:KS 1' monv may be produced by cord binding, a red cord, for instance, being used for a booklet bound in a buff or a green cover; red in such a case produces a pleasing effect. Sonic- times a leather thong is used instead of a cord. Cord bwdituj, Icathcr-thong binding, etc. are practicable only in cases where there are comparatively few pages and where artistic effects are in keeping with the subject of the catalog or the booklet. 2G. Double Cover. — Sometimes it is possible to use light- weight stock and double the cover ; that is, a cover sheet twice as long as the booklet is used. The booklet is stitched through this, and the upper half of the cover is then folded back on itself, thus making the cover double, and the stitching does not show' on the outer part. Double covers are practical only on small editions. ILLUSTRATIONS 27. The purpose of the catalog is to give the reader very nearly as good an idea of an article as he could get if he were present and could examine what he is thinking of buying. Obviously, then, with most circulars, no matter how well the descriptive matter is written, illustrations are needed to picture the goods. It is difficult to make solid printed matter look interesting, but nearly every one is attracted by good illustrations. Therefore, while good illustrations for circular matter are expensive, they are usually worth all they cost. 28. Opportunity for Liberal Illustration.— The variety and the fine quality of papers available for catalog and booklet printing give the advertiser a free hand in illustrating. In general magazine and newspaper advertising, the advertiser is rarely able to get just the right combination in paper and cuts ; and the speed of magazine and newspaper presses makes it almost impossible to produce the finest results. But in cata- log and booklet work, and in a few magazines and trade papers, he can, if the purpose justifies the cost, use page and half-page illustrations of the best character in line, half-tone, and color; and he may have an artist design special borders, initials, and Then the entire con- tents — indexes and all — are easily lifted off the posts and put on the transfer wire, which keeps them in the same position as before. The arches used in transferring to Shannon Binding Cases are iden- tical m quality with those provided for the file and file drawers. Letters or papers that have been transferred from a Shannon File to a Shannon Binding Case may be examined with exactly the same facility as when in the original file. This is due to the fact that all letters are transferred intact. This process is very simple. The cover is opened back over the arches; the arches are opened; the U-shaped transfer wire is fitted into the hollow posts. Fig. 7 14 Fig. 8 1 L T 102C 5 18 Catalog: illustration with decoration of historical character 1 L T 1U2C i 18 Fig. 9 SB -QBQj$;aaiBfSfliBiaii>fii»r I L T 102C § 18 Fig. 11 ^4 f t ') H f - ■^■f '■*^- s\' -^ % "^ t 1 L T 102C § IS Fig. 12 §18 CATALOGS, BOOKLETS, AND FOLDERS 15 ornaments for the pages, ^\'hctller line cuts or half-tones should be used depends on the subject, and on the paper selected for the book, as has been explained in the Sections on Engraving and Printing Methods and Advertisement Illus- tration. 29. Descriptions should not be left incomplete merely because they are supplemented by illustrations. People do not ordinarily send for catalogs merely to look at the pictures. The description should be made as attractive as possible and the illustration used to give realism. Fig. 7 shows a fine example of a well illustrated catalog page. Not only are the files themselves shown, but how conveniently they may be handled. The two illustrations are well arranged in connection with the text. In the original page, the text was printed in olive, which color contrasted well with the black used for the illustrations, and made a more effective page than that here shown. 30. Illustrations in Color. — Color cuts are expensive, yet in certain catalogs nothing except a color cut will give the proper idea of the subject. Some of the larger mail-order houses now illustrate their rugs, carpets, wallpaper, etc. entirely in color, and many manufacturers use two or more colors in their illustrations. Figs. 8 and 9 show examples of the very fine illustrative effects that are possible with two-color half-tones. The impres- sions from the original plates were superior to the reproduc- tions shown here and, as printed in the catalogs, were larger than these reproductions. The background of the illustration shown in Fig. 8 is typical of the Louis XV Period, and forms a most appropriate setting. Note that it does not come close enough to the half-tone of the bed to lessen the effectiveness. Decorative work of this kind requires the service of a high-grade artist. While illustrations of this character are cosily, the difference in effectiveness between a catalog with illustrations of this grade and a catalog with one-color illustrations is so great that the extra expense is often more than justified. 1() CATALO(iS, BOOKLETS, AND FOLDERS §18 Fig. 9 shows how a tint may be used for a border setting as well as to give a dark tone to parts of the illustration itself. This high type of machinery illustration requires much careful work on the part of the artist, engraver, and printer. Note how the high lights (portions almost or wholly white) have been brought out by the engraver. Fig. 10 illustrates the effect produced with two colors by the use of two line plates. Fig. 11 is printed with two colors from two half-tone plates, the appearance of several colors being produced by the varying tone of the shading and the printing of one color over the other in some parts. A similar effect can also be produced by use of two line cuts. In Fig. 12 is shown a three-color process illustration. An illustration of this kind gives the reader an impression that he could not possibly get from a page printed entirely in black. It is almost eciuivalent to looking at the tiling itself. Color printing and the illustration of printed matter have been treated in the Sections on liiujraving and Printing Methods and those on Advertisement Illustration. However, since color work in catalogs and booklets often adds much to their effec- tiveness, the student of advertising will do well from time to time to get specimens of the work of the plate makers and color-work specialists that advertise in advertising and print- ing magazines. One or more of the magazines published for printers will enable such a student to increase his knowledge of fine illustrative and color effects, fur these magazines show specimens of the finest work. J51. Character, Shape, and 8ize of Illustrations. In determining the character and size of illustrations to be prepared for a catalog or a booklet, the subject of the catalog nuist be considered as well as the shape and size of the page. The descriptions of such merchandise as fine furniture, pot- tery, pianos, and jewelry are made more realistic and impres- sive by artistic illustrations, delicate colors, and decorative borders and backgrounds. Subjects like steam lioilers, farm wagons, etc., while often helped much by color illustrations, do not require delicate decorative treatment. §18 CA'rALCXKS, liUUKLia'S, AND i'ULJJl-:RS 17 The shape and size of ilhistralion should hannoni/.e with the shape and size of the page of the book. A book with a deep, narrow page pre- sents the best appear- ance with an ilhist ra- tion that is deeper than it is wide. In Figs. 13 and 14, the outside lines represent the boundaries of book pages, and the small inside spaces, the illus- trations. It is evident that the illustrations represented in Fig. 13 (a) harmonize better with the shape of the page than those shown in Fig. 13 {b) ; likewise, there is more harmony between the shape of the illustration and the shape of the page shown in Fig. 14 (a) than is the case with that shown in Fig. 14 (b). This principle of harmony is a safe one to follow generally, though it is departed from in exceptional cases. Fig. 14 (b), for example, would be a better style for a refrigerator catalog than Fig. 14 (a), owing to the fact that an illustration very much wider tha^i it is deep is not well adapted for a picture of a refrigerator of the usual shape. If, however, it is desired to show two views of the refrigerator, one with the doors Fig. 13 Fir,. 14 closed, the other with the doors open, the size shown in Fig. 14 (a) would be convenient, because the two illustrations could be placed side by side. 18 CATALOGS, BOOKLETS. AND FOLDERS §18 32. It should he borne in mind that the size of the leaf should in the first instance be fixed with some regard to the subject. A page like that shown in Fig. 13, for example, is much better for a catalog of clothing or upright drills than a page like that shown in Fig. 14. A shape like that in Fig. 14, on the other hand, is well adapted to a catalog of couches or traction engines. When the appropriate size of page has been adopted, there will be little difficulty in arranging the sizes of illustrations. No rule can be laid down as to what proportion of a page an illustration should occupy to give the best effect. If there are only one or two illustrations to be placed on a large page, they should not be so small as to destroy their detail. On the other hand, unless an illustration is to take up the entire width of the page, it should not be so wide as to leave a narrow space beside the cut for type and thus cause the type to be letter- spaced freely. This is a common fault of illustrated pages. In a type page 4 inches wide, the cut should not occupy more than 2^ inches of the measure, if type is to be set alongside and the best appearance is desired. In ordering an illustration designed to take up about the width of the type page, have it made just a little narrower than the type measure ; that is, for a 4-inch measure, a 34-inch cut should be ordered. Particularly when the cut has a dark tone this slight difference in width helps the artistic effect. Light illustrations, especially those with a vignette, can often be made to extend into a margin — that is, beyond the type measure on one side — with good effect. The principle of balance should be looked after carefully. §18 CATALOCS. r.OOKIJ-.'rS. AND FOLDRRS V.) PAPER, TYPOCiRAPTIY, AND COLOR II A R 31 ON V 33. Advertising literature will win or lose orders accord- ing to the way it impresses the persons that read it. A cheap- looking, poorly prepared catalog or booklet will have a tendency to cheapen the goods it describes. People are not likely to put faith in statements about quality when quality is belied by the very appearance of the paper, type, and illustrations that claim it. Catalogs, booklets, and circulars go where no sales- man can follow and into places too small to justify sending a salesman. Therefore, they should be made as attractive as circumstances will permit. However, in spite of the fact that attractiveness and good quality of paper are usually desirable, there are exceptional cases where the number of articles to be described or the class to be reached make it advisable to pack 'pages with matter and to use cheap grades of paper. THE USE OF COLORS 34. Catalogs, booklets, and other advertising matter derive much of their power to make a pleasing impression from the proper use of color. High-class printers and illus- trators are able to assist in the selection of appropriate colors of papers and inks for printed matter, but as comparatively few printers and not all illustrators are specialists in color w^ork, the advertising man should be able to decide for himself as to what colors are appropriate to the subject of the work and harmonious with one another, as well as suitable to the class of people addressed and the character of the message. Because the subject of color is so intimately related to the make-up of catalogs and other advertising matter, the prin- ciples of color harmony will be here explained before the subjects of paper and typography are taken up. 20 CATALOGS, BOOKLETS, AND FOLDERS § 18 COLOR HARMONY 35. The subject of color harmony is a broad one; never- theless, a clear understanding of a few fundamental principles will guide the advertising man safely in the selection of colors for whatever work may be required. 3G. Source of All Color. — What is familiarly called color is the sensation produced upon the retina of the eye by those rays of light that are reflected from any lighted surface, other rays being absorbed by the surface. White light, which is considered as pure light, is composed of all the colors that exist naturally or are made artificially. If a beam of white svmlight is allowed to pass through a glass prism, the light is decomposed or separated by refraction into colors. If these colors are allowed to fall on a screen in a room that has been darkened, a beautiful band of colors will be produced. This band of color is known as the solar spectrum and contains every gradation of pure color, but for convenience the following division is usua'lly made, the colors being given in the order in which they are located : violet, indigo, blue, green, yellow, orange, and red. Fig. 15 shows a spectrum, but indigo is omitted for the reason that this particular color is often considered as a grada- tion of the blue. Red, yellow, and blue are sometimes consid- ered as the primary spectrum colors, and orange, green, and violet as compound spectrum colors, caused by combining or overlapping of the primaries shown in the circles in the upper portion of Fig. 15. 37. For industrial purposes the pigment theory of color is adopted, and this is based on the assumption that there are three primary pigment colors — red, yellow, and blue — which are independent and separate pigments, dilTering widely from each other. These pigments are made as nearly like the spectrum colors as possible, but it is impossible to manufac- ture pigments that will cxactlN- match a spectrum color. ij IS CA'IAI.OC.S, IIOOKIJ'.TS, AND FOT.DRRS 21 All colors used in printing arc made by combining; llie three primary colors — red, yellow, and blue — and they may be modi- fied by the admixture of white or black pij^ment. White and black pigments are usually considered as colors in printing, but, as shown by the spectrum, white light contains all colors and black represents the absence of color. When the three primary pigment colors, red, yellow, and blue, are mixed in correct pro- portions they neutralize each othi'r and produce an approxi- mate black. 38. Related and Contrastins- Colors. — Correct color harmony means a pleasing elTect obtained from colors by their action upon each other when placed side by side. There are two classes of good color combinations, one based on relationship and the other on contrast. The former is called a related harmony because it is based on colors selected close together in the spectrum. The second kind of Imrmony is called the harmony of contrast, in which complementary colors are selected such as blue and orange ; but these should not be used in their full intensity unless separated by black or white. It is advisable to neutralize or reduce the intensity of one of the colors used so that the other color may give sufficient con- trast and produce harmony without glaring results. Analysis of any color will show the presence of one or more of the primary colors with or without the addition of black or white. COI^ORS OP DIFFERENT CTASSES 39. Primary Colors. — The first step in the study of colors is to form a mental picture of the true primary colors and to keep these in mind as a basis of mixing all other colors. The primary colors are. as follows: Red. — The nearest thing to a true red is flag red, which is found in the American flag. This red is usually known among printers as flag red. Yellow. — The color of a ripe natural lemon is nearest the true yellow color. Chrome yellow in i)rinting inks is very close to trut^ \ellow. 22 CATALOGS. BOOKLETS, AND FOLDERS §18 Blue. — The blue in the American flag — known as flag blue — is about the purest shade of bkie colors. 40. Secondary Colors. — With the primary colors firmly fixed in the mind, the next step is to mix the primary colors for the purpose of securing the secondary colors, which are as follows : Orange. — A pure orange is made by mixing pure red and pure yellow in about equal proportions. Green. — A pure green is made by mixing equal amounts of blue and yellow. Purple. — A real purple color is about half blue and half red. 41. Hues. — In every-day use it will be found that the true primary and secondary colors are not "always just the proper tones desired. The next step is to use hues of the prim- ary or secondary colors. When a color has more of one color than of another it is a hue of the predominating color. Red-Orange. — When orange contains more red than yellow it is a hue of red and known as red-orange, or vermilion. Orange-Red. — When orange contains more yellow than red, it is known as orange-red. This is also known as bright red. Blue-green contains more blue than green. This color is sometimes known as Prussian blue. Green-blue contains more green than blue. Red-purple contains more red than blue. It is sometimes known as magenta. Purple-red contains a larger amount of blue than of red, thus making a darker shade of pure purple. Olive is made up of a small amount of pure orange and a large amount of green, therefore olive is a hue of green. 42. Shades and Dark Colors. — When black is added to primary or secondary colors or hues, it produces a shade of these colors or hues. Some of the shades thus produced are as follows : Dark Red. — A small portion of black added to real red will make a dark red. §is CATALO(;s. nooKLi-rrs, and foldi-.rs 23 Dark Brown. — Black added to orange-red will produce a dark brown which is sometimes specified as chocolate brown. Reddish Broi^ni.—A small amount of black added to red will produce a reddish brown. Bottle green is made by adding a very small amount of black to real green. Blue-Black.— Blue can be deepened in shade to a blue-black by the use of about one-third black with two-thirds blue. Green-black is made by the same method as blue-black, using green instead of blue. Dark purple is sometimes made by adding one part black to two parts of red and tw^o parts of blue. Yellow cannot be mixed with black because the slightest amount of black will absorb allthe yellow and leave the pig- ment lifeless, muddy, and of no value. Gray is made by adding black to white. 43. Tints and Light Colors.— The addition of white pigment to any primary or secondary color or a hue will pro- duce a tint of that color or hue. Just as black makes a color or hue darker in shade, so white makes it a lighter tint. It should be remembered that any tint of a color or a hue contains a preponderance of white pigment. A very little of the color added to the white pigment produces the tint. B^ue tint is made up of a very small amount of blue and a large amount of white. Light blue is more intense than a blue tint, having more blue to produce the desired strength. Turquoise, or sky, blue is made with a touch of yellow added to light blue. Yellozu tint as a background is weak in appearance and should therefore be avoided as much as possible. It is hardly visible under a yellow light. Light yellozu, which is more intense than the yellow tint, is eflFective with black and produces good contrast. Buff. — A good tint to use instead of the yellow tint is buff. This is made with a very small portion of reddish brown, yellow, and white. I LT*102C— 9 24 CATALOGS, BOOKLETS. AND FOLDERS § IS Ta}i collar contains a small portion of l)ro\vn and mnch white. It is really a lii,dit brown r Aur. Tan tint is detained by adding more white to give the lighter effect. Green tint is made by adding a small portion of green to white. Light green is made by using more green with the white. Olive tint, light olive, purple tint (or lavender), light purple (or violet), are all produced by adding white to the color in the same way as the blue and green light colors and full tints are made. When an extremely small proportion of black is added to white a gray tint is produced. 44. Warm Colors. — Red is the warmest color made. It is the symbol of fire and riot. The addition of pure red or orange-red to any color makes the color a warm color. For example, olive is only ordinarily warm. By adding a trifle more orange-red a warm olive is obtained. By adding sufficient red to purpie. which is a cold color, the purple is changed to a warm color similar to tlu- natural color of an American I'eauty rose. YeJloiv is neither warm nor cold, but rather a neutral color. The use of yellow in a color tends to lighten or brighten it. Yellow in red makes orange, which is a warm color l)ut not so warm as pure red. 45. Cold Colors. — Bine is the coldest color. It is always used to typify coldness. Green is a cold color also, but not so cold as l)lue. The equal proportion of the neutral yellow^ with blue softens the ultimate color — green — and produces coolness rather than coldness. Green looks cool, but the sky looks cold. Purple, which is a cold color, has always been the symbol or royalty ; hence, its use as the insignia of power and mystery. Thus, violet or purple has been used appropriately for religious mysticism, half mourning, etc. Blaek and gray are considered cold colors. In reality they are not colors at all but represent the cold, flat absence of color. §1S CATALOC.S, ROOKI.irrs. AND I"()LI)I:ks 'jr, 40. Metallic Colors. — Gold, silver, and copprr are known as metallic colors. Gold is really a tone of yellow. Silzrr is a gray-black with a touch of yellow. Copper is a shade of reddish-brown. These metallic colors may be had in several tones of either color. But they are made and mixed at the ink factory and cannot be altered or combined by the printer. METHODS OP COMBINIXG COI>ORS 47. Tliere are two general methods used for putting colors together. One is to secure harmony, the other is to gain contrast. The two purposes should be borne clearly in mind. Most of the color effects that suggest refinemenl, exclu- siveness, and luxury are harmonious effects. Most of the strong every-day color effects are the result of an effort to get force and strength by contrast — either strong or modified. 48. Harmonizins Color.s. — In order that two or more colors shall harmonize it is necessary that they be related ; that is, they must each contain a part of the same color, h'^or instance, a straight olive and a warm brown are good harmony. Likewise, a dark chocolate brown and a warm olive are good harmony, lioth of the colors in each of these combinations have a greater or smaller degree of orange used in their making. Dark chocolate brown is mostly black with a touch of orange, and olive is mostly green with a touch of orange. Dark chocolate brown, warm olive, and light brown, all three together, may be used on a buff stock and all tliree colors and the color of the stock will be related, because all have the elements of orange color. The light brown is simply some of the dark brown with white ink added, and the buff paper has the same color as the light-brown ink with a trifle more orange and more white. This entire combination is a warm combination because the orange, a warm color, jjre- dominates in all the colors and tints. 26 CATALOGS. BOOKLETS, AND FOLDERS § 18 Dark blue and light purple produce a related cold com- bination. Dark green and light blue also produce a cold combination. Both of these combinations have one common element — blue, a cold color. A cold combination is more cold when printed on white paper. The color of the stock is a starting point in choosing a com- bination of colors. If a light-green paper is used a green tint and a dark green or a dark olive green should suggest itself if harmony is the ultimate object. All the colors used should have one common element, when related harmony is desired. When contrast is desired, one or more of the colors chosen should be the same color element as the stock and one or more should be contrasting colors. 49. Contrasting- Colors. — The related harmony of colors produces softer, more refined, and more esthetic effects than contrasted colors. Yet, it is a fact that force and strength are vital elements of modern advertising work, and the larger part of an advertising man's work in colors will be the handling of colors to produce contrast. Contrast is obtained by using one coior that consists wholly or in part of one or more of the primary colors in combination with a color that is made up wholly or partly of another primary color. Green and red form violent contrast when used in their pure state, because green is half primary yellow and half primary blue, and the red is primary red. This combination then con- tains all of the ])rimary colors. For this reason it forms the strongest of contrast. Several related colors of one primary element of color can be made to contrast with several related colors of another primary element of color. Thus, light brown and dark brown can be used with a light blue and a dark blue. The element of red in the first two colors will contrast with the element of blue in the last two colors. The first method, then, of contrast is to put together oppo- site primary colors, or tints and shades of these colors which produce less violent and more pleasing effects. §18 CATALOGS, BOOKLETS, AND FOLDERS 27 Another method is to put together warm and cold colors. A dark chocolate brown and a turquoise blue make good contrast. The same is true of dark blue and light brown. Dark green and orange, dark olive and orange, and dark olive and light purple (or violet) are more examples of the contrast of warm and cold colors. Contrast is also obtained by the use of light (or bright) colors with dark colors, and the use of dark colors with light tints. Dark brown, which has a small part of orange, contrasts well with real orange, which is a bright color. Light blue and dark brown produce another good combi- nation. Any real dark color will produce contrast with a tint. The tint may be related or it may not, the contrast can be made because of great difference in shade between the two colors. Dark green on a buff tint or on a buff (or India) stock makes a contrast that is not closely related yet it is not a poor com- bination. Dark brown on a gray tint or a buff tint looks well and afford good contrast. Black with orange is about the strongest combination because orange is the brightest color and black is !he darkest color. Light blue and black make strong contrast. So also do light green or light olive wnth black. 50. Balancing- of Colors. — In determining how much and which parts of a design or page of type shall be in color, it is important that the strength or brilliancy of the colors to be used be taken into account. When strong contrast is desired, the parts to be in the strong or bright color should be few and well separated by the darker color. When red and black or orange and black are used, for instance, only the main heads or the subheads and perhaps a rule or so should be in the bright color. As the color scheme blends more toward harmony of tones the use of the light or bright color can be increased. As a general rule, the stronger the color the less of it should :-'S CATALOGS, BOOKLETS, AND FOLDERS § IS be used. Of a softer or lighter color, however, more may be used, even to the point where the entire space is covered by a tint. In the latter case, for a color like brown the tint must be very light, and extremely light for black and dark blue, other- wise small type in the text cannot be easily read. EFFECT OF SI BJECT 0\ fOI.OR DKSKiX 51. The subject matter of a booklet or a catalog has a bearing on the colors to be used in printing the cover. In a catalog of undertakers' supplies, it would be absurd to use bright colors like red, warm brown, l)right green, etc. ; black or gray, however, would be particularly appropriate. In designing a jewelry catalog, an arts-and-crafts booklet, or a brochure descriptive of fine laces, millinery, etc., the color design should be refined — not glaring ; such colors as brown and olive, blue and gray, green tint and green-black, bull and chocolate Ijrown, etc. should be used. The tints and shades of related colors for harmony are best for appealing to women or to all classes that have fine sensi- bilities. A cover for a catalog of mercantile-decoration and show- card-writing supplies should be designed to appeal to esthetic temperaments and the colors should be cliosen with this idea. When the appeal is to a somewhat primitive class, free use may be made of the primary and secondary colors and hues and strong contrast. To the more refined, appeals should be made with harmonious and well-balanced tints and hues. Fig. 16 shows a group of catalog covers printed in a variety of color combinations. COVERS 52. The cover of a catalog, booklet, or folder is the part that has the first opportvmity to attract or to repel interest; special attention should therefore be given to its preparation. Some very cheap catalogs are printed without covers, but most advertisers have found that a cover on the catalog is worth §]S CATAl.OCS. P.OOKLI'.TS, AND FOLDRRS 29 the extra cost. It not only improves the appearance, but it protects the first and last pages of the catalog from wear. The cover is a very important part of a high-grade catalog. In the production of a cover, there are three factors that require careful consideration; namely, (1) the paper; (2) the design; and (3) the color harmony. Unless these three harmonize, the effect will not be good. rOVIOR I'AI'KRS 53. Sizes and Weights of Cover Papers. — Cover papers are made in sheets of various sizes, those most com- monly used being 20 in.X25 in. and 22^ in.X28 in. These papers are sold by the ream (500 sheets) and are made in various weights, from 30 to 130 pcnuids to the ream. This docs not mean that every cover paper is made in both the sizes mentioned, for many covers are made in only one size ; nor does it mean that every cover stock can be obtained in all the different weights, for most cover stocks are made in only one or two weights. When a cover stock is listed or spoken of as 20X25—100, it means that a ream of 500 sheets of this stock, 20 in.X25 in. in size, weighs 100 pounds. It is impossible to show in this Section samples of even most of the cover papers in common use. Therefore, it should be understood that the specimens that are shown are merely a few representative styles. The beginner should not always call for one of these papers when it is necessary to make a selection, but may do as he would do with type ; that is, give the printer a general idea of what is wanted and let him submit the avail- able paper that comes nearest to that kind. It should also be kept in mind that most of the papers shown here are of a good grade ; much cheaper papers can be secured that will do well enough for some classes of work. Printers usually have sample books from paper manufacturers, and can get the kind of paper an advertiser desires. The cost, however, on small special orders will usually be higher than the list price. 54. Cover-Paper Finishes. — A great variety of styles, colors, and finishes of cover papers are furnished by the :\0 CATALOGS, BOOKLETS, AND FOLDERS § 18 various paper manufacturers, some of them, however, being popular for only a short time. The finishes (the surface of the paper is called the "finish") in general use are enamel, antique, crash, linen, plate, ripple, and onyx. The manufac- turers furnish many varieties of style and color in each of these finishes. 55. Enameled Cover Paper. — The surface of enameled cover paper is smooth and polished and is particularly adapted to printing halftone engravings of from 133- to 200-line screen. Line cuts and type designs also print well on this kind of paper, the glossy surface adding a luster to the ink and a sharpness to the type that is very pleasing. Both subdued tints and strong colors can be obtained. No matter what kind of a type design, drawn cover, or color combination is desired, it will be easy to secure an appropriate tint of enameled cover stock to harmonize with it, Some of the colors obtainable are : white. India tint (very light buff), green tint, pink, straw, scarlet, azure (blue tint), and rose (pink tint). This stock comes in sheets 20 in.X25 in. and 25 in.X40 in., and it weighs 60, 80, 100, 120, and 130 pounds to the ream. In Fig. 17 is shown a cover printed on an India tint, XXX embossing cover stock. '56. \\'hen a catalog or booklet exceeds \ inch in thickness or where the finished work will receive rough handling, enam- eled cover stock is not the best paper to use, as it has little tensile strength ; its lack of strength is due to the small amount of rag-fiber body and the large amount of glue, chalk, and clay used to give the highly polished surface. If it is desired to bind catalogs thicker than | inch with enameled covers, the crease in the paper should be made to run with the grain, so as to lessen the tendency to break. As the size and weight of the catalog or booklet increases, the weight of the cover stock should be increased proportionately. As enameled stock soils easily, it should not be used for covers of catalogs or booklets that will be handled by machinists, molders, etc. during work- ing hours. SIS CATAr-ocs, BooKi.ias, and i.ui.dicrs -.m 57 Dull-Coated Cover Paper.-Tlie surface of ,l„ll- coated paper ,s sn,oo.h without the high fiuish of eua„,el pap ' Th s paper w,ll take a I33-scree„ half-tone, a„ke practical covers Jor catalogs and booklets. Dark, n.ediun,, and light colo s are made, the dark predon,i„ati„g in variety. White, black and can be obtanred from any paper dealer, the prices varying according to quahty. For covers of sn.all booWets, the light- colored stocks, such as white, buff, light blue, ligh gray sea eur;o° ;"■ ""' "' ''' '"' '" "^^- -^^ «'-^ °ff" ""k diffi- culty to tl,e average pnnter ,n securing color effects, and afford a strong contrasting background for type and plates. Half- tone .Ihistrafons, or illustrations con.posed partly of halt-tone and partly of hne cuts, will not print on antique" paper of any k.nd. Lme cuts, however, print very acceptably on this stock Ihe e.xan,ple shown in Fig. 19 is printed on art brown, antique nnish, Potomac cover stock, 20X25—60 lb. JiH: f"^""" Fi„isu._0„e of the n,ost popular current stvlcs of cover paper ,s crash iinish. This stock has a finish resen,bhng coarse linen, showing the' threads crossing each other and makmg a series of small, irregular squares This fimsh ,s made by placing a piece of coarse linen cloth on each s.de of the sheet of paper, then placing the sheet of paper be ween sheets of zinc, and running under heavy pressure between the rolls of a plating n.achine. With the excep on of the very small sizes, display type will print as easily on this finish as It w,ll on the smoother stocks. Light-faced body type and hall-tones will not print satisfactorily on crash- hmshed cover stock, on account of the irregular surface Line cuts, provided they do not have too large spots of solid surface Ii2 CATALUCS. J'.OUKLI";rS. AX[) F(.)LL)I':KS h« give very satisfactory results. Crash-tinish covers are made in a variety of colors and shades and are very appropriate for booklet covers and folders. The colors include white, light blue, dark blue, coffee, light gray, dark gray, light green, dark green, brown, terra cotta, and bright red. The example shown in Fig. 20 is printed on buff crash-finish antique cover stock, 20X25—60 lb. 60. Linen Finish. — The cover paper known as linen finish is similar to crash finish, except that the grain on the surface is very much closer, resembling line linen. This finish is very popular and is suitable for almost any kind of cover ■work except where half -tope cuts are used. Linen finish can be obtained in almost any tint or color desired. 01. Hantl-Madc FinLsh or Hip])Ie Finish. — The cover paper called hand-made finish or rij)ple finish has a some- what hard surface that is rippled in imitation of hand-made stock, and may be used for printing with any kind of type, plate, and color work, w'ith the exception of half-tone cuts. The colors include all the desirable shades. In Fig. 21 is shown a cover printed on ripple-finish stock, 20X25 — 60. 62. Plate FinLsh. — The cover paper called plate finish has a hard, polished surface thr.t is very smooth and suitable for all kinds of printing, including half-tone cuts not finer than 120 screen. Plate finish is made by placing stock, before it is calendered, between sheets of zinc and subjecting these sheets to hydraulic pressure. The result is a very hard, smooth sur- face, without high polish. The example shown in Fig. 22 is printed on plate-finish stock, 20X25 — 65. 63. Onyx Cover Paper. — There is a special cover paper made with beautiful mottled colors resembling the graining of onyx. This is called onyx cover paper. Its surface is smooth to the touch and slightly wavy, providing a fine printing surface for type and line engravings. The colors are white, ash gray. azure, opal, French gray, blue gray, Quaker gray. blue, purple, sea green, tunjuoise, cerise, sage green, heliotrope, mustard, onvx gray, blue onyx, brown onyx, green onyx, and purple § 18 (."ATALUC.S, UUUKLl-rrS, AND FOLDJ'.KS .'53 onyx. Onyx cover paper is made in a special size — 21X33, 60 and 80 pounds — and it is rather costly. This stock, made in crash, ripple, and vellum finish, is very distinctive, and can he relied on to give first-class results. The example shown in Fig. 23 is printed on onyx cover stock, 21X33 — 80. 64. Imitation Leather. — Cover stock in imitation of leather is made in several shades, such as green, red, gray, black, and brown ; one variety known as Levant is very. expen- sive. In many cases such stock is an economical substitute for leather. Sometimes such covers are reinforced with board backs to give them more strength. 65. Cloth for Covers. — Where a catalog or booklet is intended for hard usage, it is best, wherever cost will permit, to consider the use of a cloth binding. Cloths for this purpose are made in many styles, weaves, colors, and prices. '1 he binder should be consulted on such matters because of the wide range of price and (juality. (>6. Pebbled Paper. — Sometimes, after being printed, cover pages or inside pages of a catalog or booklet are run under heavy pressure through sets of rolls, one set having a rough surface resembling sandpaper. These rolls produce a fine grain effect in the paper, known as pebbling. If it is desirable to pebble the entire booklet, the work is done after the job is printed and before the sheets are folded and bound. Pebbling is appropriate only for work printed on smooth-faced stock. The price of pebbling is approximately $1 per 100 sheets, irrespective of size. The effect on half-tone illustra- tions is very distinctive and adds greatly to the artistic appear- ance of high-grade booklet covers and pages. Fig. 24 shows an example of this kind of work. Other effects can be pebbled on smooth surfaces as well as the egg-shell effect shown. The treatment in this illustration is rather too dainty for the nature of the subject. 34 CATALOGS. BOOKLETS, AND FOLDERS § 18 Tvi'K covKR de:sig:vs 67. Type Covers and Dra\vn Covers. — When the saving of time and cost enters largely into the production of a catalog, a booklet, or a folder, it is advisable to use a type cover design ; that is, a design set up in type. Such a design is cheaper than a drawn cover design, can be produced in much less time, and sometimes is quite as effective. The comparative cost of a high-grade, two-color type design, similar to that shown in Fig. 21, and a high-grade, two-color drawn cover, similar to that shown in Fig. 24, is as $L50 is to $25, not includ- ing the cost of engraving. A type design of the character of that shown in Fig. 21 can be set in about 1 hour; whereas, a two-color drawn cover of the character of that in Fig. 24, would require a week or two for the artist and engraver to complete the drawing and plates. Of course, the design in Fig. 24 is an example of a very high-grade cover ;" that in Fig. 21 does not compare with it in point of quality. Very often, on small booklets or folders, the nature of the subject precludes the use of a drawing unless ornamental lettering is desired or the proper weight cannot be obtained with type. 68. Relation of Subject to Cover Design. — In design- ing a cover the subject of the catalog, booklet, or folder should always be kept in mind, so that the design, so far as possible, will be in harmony with the subject matter. If the catalog is to treat of heavy machinery or bulky material of any kind, the design may be of a strong, bold nature and be in perfect har- mony with the subject (see Figs. 21 and 25). On the other hand, if the cover is intended for a fine brochure, a jewelry or a fine-arts catalog, or a booklet descriptive of millinery or high-grade books, or something of a like nature, the design should be light in effect and very tastefully arranged. In designing lodge folders, brochures, catalogs of regalia, etc., if possible, use a design and einblematic cut appropriate to the subject. 69. Use of Solid Backfirrounds. — Sometimes an excel- lent effect can be obtained, as in Fig. 20. by using a reverse §1S CATALOGS. BOOKLl-TS. AND I O "" o ^i-' H g^l® /»\ 10 ©IF ©ILOQf 308 i 18 Fig. 23 Aa/^ t 'k ih: f/iC^-^^^ Trans/brmer/br TEawIng Out Pipes General Electric Compang Schenectady, N.Y. 308 § 18 Fic. 24 Courses in Mechanicdl & Architectural Drawing ^■sn Merndtiondl Correspondence Schools Interndtiondl Textbook Company, Proprietors Scranton, Pa.. U.S.A. 1 L T in2C-10 Fig. 26 40 CATALOGS. BOOKLETS, AND FOLDERS § 18 make a specialty of sucli work, and they can, when furnished with a general idea of the advertiser's needs, not only prepare an appropriate cover but also print the entire catalog. TWO-COl,OR COVERS 78. Artistic cover designs can be produced by the use of two colors of ink. These colors should be of a hue, shade, or tint that will harmonize with a colored stock by which another element is added to the combination, thus producing a three- color efifect with the use of only two inks. If related harmony is desired the ink should be the same color as the stock but should be sufficiently lighter or darker to get good contrast. The following are some pleasing com- binations : Black and light green. . Dark green and bright brown. Black and light blue. Green-black and buff. Black and orange. Green-black and orange. Black and red. Green-black and red. Blue and brown. Green tint and dark green. Blue and orange. Light gray and dark gray. Blue tint and deep blue. Olive and bright red. Buff and chocolate brown. Olive tint and dark olive. Olive and brown. 79. Effect of Cover Stocks on Colors. — An important point to keep in mind is that colored cover stocks will change the effect of colored ink from that which it shows when printed on white. For instance, an ink that is chocolate brown on white will be almost black on some cover stocks and a lighter brown on others. In printing, when the pressman knows the exact tone desired, he will modify the ink so as to make it produce what is wanted. A study of the examples shown in Fig. 16 will show what beautiful effects can be produced by the harmonious association of various colors. The covers there shown are representative of the work of the best American printers. This illustration is also an example of what may be done in color reproduction by the four-color j^rocess. Only four plates were used in printing this illustration. § IS CATALOGS, BOOKLETS, AND FOLDERS 41 80. Printing and Embossing on Dark Cover Stocks. — On very dark cover stocks, attractive results can be obtained by printing a single line or a couple of lines in a bright color, such as pure white, silver, gold, light red on black ; very bright buff on dark brown; white or turquoise blue on very dark blue, etc. This effect may be heightened by en^bossing the lines. No ornamentation or rule work is needed for a cover of this class, the harmonious contrast of stock, color, and embossing being sufficient in themselves. 81. Use of Tints on Dark Cover Stocks. — On very dark covers, light tints are often printed in masses and the title printed on the tint. For example, suppose it is desired to use a very dark-blue cover and to print the title on the cover. As it would be practically impossible to print any color of ink, except a very bright one, on dark-blue stock so that it could be easily read, the best plan would be to print a white or very pale-blue tint over part of the cover, and then print the title over this tint. If the work is done well, the result will be very artistic. Either one or two colors of ink may be used in print- ing on the tinted panel, according to the amount of money that can be spent for the work. If the cover is only medium dark, as in Fig. 21, fairly good effects can be produced by printing a panel in a little darker color than the cover stock and using on it bold type printed *in ink of a dark harmonious color. 82. "Tipping- On" Dark Stocks. — Striking effects can be secured by printing all or part of the title on a slip of white or very light tinted stock, such as onyx, enameled book, etc., and then pasting this on a dark cover stock. This method is known as tipping on and may be applied to booklets, prospec- tuses, brochures, etc. When a half-tone illustration must be used in a booklet, that is to be printed on antique, linen, or crash-finish stock, or on any dark stock where it would not show to advantage, it is well to print the half-tone on enameled book stock and tip this piece on the regular stock of the booklet. 8.3. Objection to Colors on Second and Third Covers. — If the second, third, or fourth pages of a cover are ■i? CATALOGS, ROOKLKTS. AND FOLDERS §18 to be printed, c.irc should be taken to see that the color combi- nation on the iirst cover is suitable for any desii^n that may be planned for the fourth cover. Two or more colors are not commonly used on the second or third pages of covers, for the reason that colors on the second cover will detract from the effect of the title page, especially if the title page is printed opposite the second cover page; and if colors are not used on the second cover, it would not be consistent with the best print- ing practice to use them on the third cover. In the printing world the front cover is known as the first cover; the inside of the front cover, as the second cover ; the inside of the back cover, as the tJiird cover ; and the outside of the back cover, as the fourth cover. By thus referring to cover pages by number there is no such possibility of misunderstand- ing as there would be in using such expressions as "the inside of the cover," whicli might mean cither the second cover or the third cover. INSIDE PAGES OF CATALOGS, BOOKLETS, AND FOLDERS 84. While the cover of a catalog, a booklet, or a folder is of prime importance in attracting the attention of a possible customer, it is not advisable to make the cover the only feature of attraction. Some booklets are sent out with beautiful covers, but liave poorly arranged and printed interior pages. This neutralizes the good impression created by the outside the moment the covers are opened and the inside pages are brought into view. While the cover should attract attention, the inside pages should be designed so as to present the argu- ment and information in the most attractive and forceful manner, in order that it can be grasped with the least possible effort. As with the cover, three factors combine to produce this result, namely, (1) the ])aper; (2) the typography; and (3) the color harmon}'. SIS CVIALU^.S, iJUUKlJ:iS, AND I'OLDliRS 4:j BOOK AND SPECIAI- I'APKUS 85. Sizes and Weights.— Book and special papers arc made in a great variety of sizes and weights, the sizes varying from 22 in.X28 in. to 39 in.X54 in. to the sheet, and the weights from 25 to 150 pounds to the ream of 500 sheets. The principal sizes, in inches, of hook papers are 22X28, 22X32, 25X38. 28X42. 28X44, 30AX41, and 32X44. All book papers are not made in these sizes, many styles and weights being made only 25 in.X38 in., which is the commonly accepted standard size of book paper. Book papers are sold in reams of 500 sheets, and when spoken of as twenty-five, thirty-eight, one hundred (written 25X38—100). the meaning is that 500 sheets of paper 25 in.X38 in. in size will weigh 100 pounds. Book papers are made in various qualities, from very low to very high grade. The material used in the manufacture of paper consists very largely of wood fiber, known as ccllitlosc, and cotton rags. The cheap grades of paper are made from wood pulp, the medium grades from a combination of wood pulp and rags, and the best grades from pure rag stock. 80. Various Paper Finishes. — Papers suitable for catalogs, booklets, and folders are made in various kinds of finish, principal among which are supercalendercd, sized and supercalendered (called S. & S. C), enameled, dull coated, plate, wove antique, laid antique, rough wove and laid antique, linen, hand-made finish or ripple finish, hand-made Japan, repousse, and translucent cardboard. The only grades suitable for illustrated catalog and booklet work arc those with smooth surfaces or surfaces that can be crushed smooth. Any special design, weave or finish, size or weight can be obtained from paper nulls when the edition is large enough to need one or more tons of paper. '87. Supercalendered and Sized and Supercalen- dered Papers. — Where catalogs and booklets consist of many pages and are sent out in large quantities, the cost of mailing is an important item. The inside pages of many of the bulky 44 CATALOGS. BOOKLETS, AND FOLDERS § 18 mail-order catalogs are therefore printed on a very light weight of supercalendered stock, sometimes as light as 25 pounds to the ream. Ordinarily, if the catalogs are not too bulky, 60- and 70-pound stock is used ; so that the use of 25-pound stock by the mail-order firms saves at least 50 per cent, in postage — which means a great deal in extensive campaigns. Sized and supercalendered, or "S. & S. C," as it is usually called, is a smooth-finished stock made in both white and natural (slightly tinted, without bleaching) finishes. It may also be had in a few tints. It is particularly suitable for bulky catalog work, where both cheapness and light weight are of primary importance. Supercalendered and sized and super- calendered papers do not differ greatly in either appearance or smoothness. Engraving and Printing Methods, Part 2, should be referred to in connection with these descriptions of papers. Supercalendered paper is tough and strong — ciualities that are important where the printed matter is to receive constant handling. 88. Proper Weights of "Super" Paper to Use. Supercalendered papers give excellent results, both from an illustrative and a typographic standpoint. They "bulk" closely, that is, the pages set close, allowing a large number of pages to come within a very thin book, especially if the light weights are used. Where a catalog consists of only 16, 24, or 32 pages, it is advisable to use 70- or 80-pound stock, so as to give stability and bulking qualities (thickness) that will impress the customer. Where the pages are few in number, extremely thin paper might give an impression of cheapness. For small booklets and folders, a 60-, a 70-, or an 80-pound stock is best adapted to meet general requirements. 89. Enameled Book Paper. — Where it is necessary to print high-grade half-tones, so as to bring out the details of subjects with great accuracy, enameled book stock should be used. Vignetted half-tones print particularly well on this class of stock. The higher the grade of the enameled stock, the better will be the result. Enameled book paper will afford excellent results in all kinds of printing, as its polished surface § 18 CATALOGS, BOOKLETS, AND FOLDERS 45 gives the ink a gloss unobtainable with the cheaper grades of stock. This kind of paper has one great defect. It will not stand much handling ; that is, it will crack and tear away from the binding very easily. If enameled book paper is used for a folder, particular care should be taken to get a tough grade suitable for folding, otherwise, after the folder has been opened and closed a few times, the stock will crack and break. This can sometimes be avoided by scoring on press. This is done by printing the crease with rules without using ink. Enameled book paper is practically the same as enameled cover paper, except that it is lighter in weight. It is made in white, flesh color, robin's-egg blue, light buff, rose, tea, golden- rod, primrose, and light green. 90. Use of Various Tints and Colors of Paper. Where half-tone cuts are to be printed, it is usually advisable to use white enameled book stock in order to secure proper contrast. Half-tone illustrations may be printed on any very light tint of polished paper, bvit white paper produces the greatest contrast and shows the fine details of the soft tones to the best advantage. In small folders, very artistic results can be obtained on India tint, light blue, light green, and other tints of enameled book stock by printing the type in a darker tone of the same color. For small booklets, where the cover is a very dark color, such as blue, green, brown, etc., the inside pages may be a lighter tint of the same color. For example, if a cover is to be printed on a very dark-green stock, an enameled book paper, with a faint tinge of green, printed in a darker shade of green, may be here appropriately used for the inside pages. 91. Dull-Coated Book Paper. — Illustrations of furni- ture, and of leather or other goods that require the finished effect of soft tones, look best on dull-coated book. This paper has practically no gloss, yet the surface is so smooth as to per- mit of the use of 133-screen half-tones. The paper manufac- turers have really accomplished a wonderful result in dull- coated paper, and such paper has a wide use. 4G CAJAIXHiS. IlUUKLl'/rS. AND FOLDICRS §18 When lialf-toncs are to be used on dull-coaled paper, the engraver should^be so informed when they are ordered. He will then furnish a plate with more contrast to allow for the increase of the size of the dots and the slight darkening of the lighter tints in printing. Half-tones of somewhat coarser screen are desirable for printing on dull-coated stock than on glossy papers. Dull-coated book paper is made in practically the same sizes, weights, and colors as enameled book paper. 92. Antique Paper. — Paper without a gloss is much easier on the eyes, especially when artificial light is used. Anticjue paper has a dull surface, being practically an unfinished paper. It is extensively used for booklets and folders in which no half-tone illustrations are to be printed. The porous sur- face prevents the use of half-tone illustrations, unless, of course, this surface can be crushed smooth. Some processes are being developed (such as the offset process and others) that make it possible to print half-tones on rough stock. In ordering such work, however, the advertising man should go carefully and be very sure of his printt. ability. When a booklet is to be printed on antique paper and it is necessary to use a hrdf-tone illustration, the half-tone is usually printed on enameled book pai)er, which is then cut to the saiue size as the other pages and l)ound in as an inset ; that is. an inserted page. The effect is artistic when well done and the cost is not great. 93. Laid Antique Paper. — 'i'lie stock known as laid antique has a rough surface that is made by a series of very close, fine lines. On holding laid paper to the light, slight parallel wire marks from ^ inch to 1| inches apart will be noticed. Laid antique paper is particularly appropriate for printing semibold faces of type, such as Old-Style Antique, Cheltenham, Avil, etc. 94. Wove Antique Paper. — The paper called wove antique has a surface closely resembling the sheil of a newly laid egg. This paper gives fine results in high-grade booklet and folder work. On wove antique, Old-Style Roman type ijis CATALCUiS. !'.()( )KlJ';rs, ANM) 1'()LI)1-:KS 17 and similar type arc i)articularly appropriate for the l)o(ly matter, and line cuts are particularly good for illustrations. J>5. Rou^h Antique Paper. — Another antique paper having the same quality and body as wove and laid antique papers, except that the finish is rougher to the touch, is called rough antique. It is a very fine paper for brochures and high- grade booklets and folders. 1)6. Plate-Finish Paper. — The paper known as plate finish is a smooth-surfaced paper, but not so smooth as enam- eled book. Plate-finish paper is really a high-grade, heavy antique book or cover paper that has been run through hot ' rolls with tremendous pressure. It is not coated — simply pol- ished by the hot rolls and the pressure. It is suitable for all kinds of illustrations, including half-tones of not more than 133-line screen. As the finish is part of the body of the stock, this paper is tougher and stronger than enameled book. J)7. Linen-Finisli Paper.— Book papers with a linen finish arc much finer in texture vji the surface than are the linen-finish cover papers. Book papers of this kind will there- fore take the smaller sizes of type more easily and can be used satisfactorily for line engravings, provided there is not too much solid color on the plates. Half-tones will not print properly on linen-finish paper. As a rule, linen-finish book papers are lighter in weight than the linen-finish cover stocks, and are of a soft, pliable texture. This kind of book paper comes in white, hght bufT, and various tints, the principal size being 25 in.X38 in. to the sheet. 98, Crash-Finish Paper. — Book stock with a crash finish resembles very closely the crash-finish cover stock, but it is Hghter in weight and somewhat smoother on the surface, so that body type can be used successfully. This paper comes in white and light buff only, and is of the same size as linen-lfinish book paper. It is not suitable for half-tone print- ing or for small type. 99. Hand-Made Finish, or Ripple Finish. — Tlie hand-made-finish book papers can be had only in the higher- 48 CATALOGS. BOOKLETS, AND FOLDERS § 18 priced qualities. The surface of this stock greatly resembles the hand-niade-finish cover paper, but it is made lighter in weight and slightly finer in texture, so that body type may be used in printing on it. Hand-made-finish papers are suitable for fine line cuts, but half-tones will not print satisfactorily on them unless the paper is treated specially. 100. Hand-Made Paper. — The genuine hand-made paper, as its name implies, is made by hand instead of machine. It is very costly, as each sheet is made separately and only the finest raw materials are used. Hand-made paper has an antique finish, and is particularly attractive to the touch and eye. 101. Japan-Finish. Paper. — The paper with Japan finish is made in only one or two styles, principal among which is the Strathmore Japan, a very high-grade paper made in both plate and very fine antique. These papers resemble parchment, are made of the very best grade of rag stock, in white and buff, and are extremely durable. Very artistic results can be produced with this stock. 102. Vellum-Finish Paper. — The stock known as vellum finish is made by the Japanese from the wood of the Japanese paper mulberry tree. This paper has a remarkably fine texture, is buff in color, and is very durable. On holding vellum-finish paper to the light, it shows a mottled surface that is very distinctive. Vellum paper is used for the highest grade of letter-press work, line engravings, and photogravures, but it is not suitable for half-tone engravings. It is a very high- priced stock and is used principally for insets of fine illustra- tions in books printed on antique paper. 103. Onyx Paper. — The book stock known as onyx is the same as the onyx cover stock. It is useful for a great variety of small work, such as folders and small booklets consisting of not more than 8 or 16 pages, enclosures, announce- ments, insets for periodicals, and various kinds of high-grade miscellaneous printing. It is made in crash, vellum, and plate finish, and is very distinctive. §18 CATALOGS, BOOKLETS, vVND FOLDERS 40 104. Translucent Cardboard. — Direct-by-mail folders arc often printed on translucent cardboard. This is really a supercalendered stock with a heavy enameled coating on both sides. The supercalendered body makes it strong and allows it to fold without excessive cracking. It is made in one stand- ard size — 22X28 inches. It is nearly always spoken of as 2, 3, 3|, or 4 ply (meaning the number of layers of stock) rather than so many pounds to the ream; 22X28 — 160 would be about 3 ply. It is made in white and colors about the same as enameled book. It can also be obtained from a few paper dealers in the dull-coated finish similar to dull-coated book paper. 105. Deckle-Edged Papers. — A number of high-grade antique-, linen-, crash-, and plate-finished stocks have what is known as a deckle, or "ragged," edge on two sides. This edge is made in imitation of the old, genuine hand-made paper, which has a deckle on all four sides. The deckle consists of an irregular, soft, feathery edge, in place of the straight, sharp edge usually found on ordinary paper. The modern machine- made paper has a deckle on only two sides, usually running the long way of the sheet. For folders, high-grade booklets, and other line work, the deckle gives an artistic finish that is very desirable. Deckle edges are not found on supercalendered and enameled book stocks, and only a limited number of crash- and antique-finished stocks have the deckle. Some of the imported papers have the deckle on all four sides, but these are very few in number and very expensive. Where the edition is small, however, they can sometimes be used with profit. The advertisement writer should not call for "close-register" color work — that is, color work printed with great exactitude — on deckle-edged stock, as it is extremely difficult in printing to feed the deckle-edged sheets accurately. There is less diffi- culty when only one color is used, but the printer will always charge more for handling deckle-edged stock. r.O CAlALO(iS. BOOKLETS, AND I'ULDKRS § IS TYPOCJRAPHY OF INSIDE PAGRS 106. Importance of Good Display. — Attractiveness is as essential to the inside pages of a catalog as it is to the cover, and legibility is even more essential. Attractiveness is secured by means of proper margins, well-balanced display, neat type faces, high-grade illustrations, and color harmony, while legi- bility is secured by using type that is easy to read, and by arranging the matter so that its meaning can be grasped with the least expenditure of time and efifort. 107. Title Pages. — The title page, if the plan of the catalog or booklet calls for one, should be made very neat and attractive. This effect is secured by simplicity and dignity of design and color harmony. Plenty of white space should be carefully distributed throughout this page, which should be more open than the text pages. The title of the work should always be the strongest line. If additional copy is used, it should be set in a much smaller size of the same or a har- monious face of type and arranged as simply as possible. For example, if the text is to be set in Caslon Oldstyle, a very artistic effect for the title page can be produced by using Engraver's Old English or Cloister l>lack Text type for the main line and setting the balance of the page in Caslon Old- style, as shown in Fig. 27. 108. The designer should be consistent in the use of capitals and capitals and lower case. If capitals are desired for the title, the use of all capitals for the whole title page is recommended, unless there is a verse of poetry or a short extract from some other work to be used. In this case, the poetry and extract should be in upper and lower case. It is not regarded as good taste to alternate lines in capital letters with lines in capital and lower-case letters, although, in excep- tional instances, one or. two lines of capitals could be used. Large type and bold-faced type should not be used unless it is artistically printed in colors, and then only in catalogs dealing with heavy, bulky articles. o w ^ M • - C M 0L( O Q fa < C a S u ^. z C - r" '3 J-- o o U a z C - s I en Qi < h § 18 CATALOGS, BOOKLr:TS, AND F0LDI^:RS T.l 109. Divisions of a Title Pase. — Ordinarily, a title page has tliree divisions: the iiauie, the subheading, and the imprint, or address. The entire page should be designed to conform to the main line — the title — and all other words or ILLUSTRATED TRADE CATALOG OF SILVERW^ARE JEW^ELRY AND FINE METAL GOODS INCLUDING A SPECIAL SELECTION CF BRONZES AND LIBRARY NOVELTIES IN INK STANDS AND DESK SETS FOR THE SEASON OF 1919- 1920 BROWN & JENKINS 4ao PENNSYLVANIA AVENUE WASHINGTON, D. C. Fii lines should be made subservient in size and strength. A title with the main-display line set full measure at the top of the page seldom looks well. This weakness may be avoided by "sinking," or dropping, the top line a few picas lower than the 52 CATALOGS, BOOKLETS, AND FOLDERS § 18 top of the page. The main line of a title page should in all cases be above the center of the page. 110. Subheading and Additional Matter. — Title pages are sometimes extremely simple, consisting of only the Illustrated Trade Catalog of Silverware, Jew^elry and Fine Metal GcK)ds Including a Special Selection of Bronzes and Library Novelties in Ink Stands and Desk Sets For the Season of 1919-1920 Brown & Jenkins 480 Pennsylvania Ave. Washington, D. C. mam title and the imprint. Often, however, there are several secondary features to be placed carefully. See Figs. 27, 28, 29, and 30. Note that in Fig. 29 the matter is set entirely in capitals, while upper- and lower-case letters are used iivFig. 30. c^/i^ REVOLVER FOR THE POCKET, FOR THE MILITARY AND FOR TARGET P RA C T I C E J SMITH ®_. WESSON SPRINGFIELD, M A S S . U . S . A- ^^^^^ F OUNDED.185 6 ^^^^^ 308 § 18 Fig. 31 § 18 CATALOGS, BOOKLETS, AND FOLDERS 53 111. Imprint and Address. — In bound books, tbc title- page imprint usually includes the date, the name of the pub- lisher, and the name of the city in which the publisher is located. On catalogs, booklets, and folders, however, the date is usually omitted in the imprint, the copy consisting of the advertiser's name and address only. Figs. 29 and 30 show methods of handling a date on catalog and booklet title pages. Imprints and address lines should always be set in the series of type used on the remainder of the page. 112. Borders. — Heavy borders are not appropriate for title pages. In fact, many title pages are printed without borders. Where a border is used, it should be a plain, light, single or double rule. For small booklets, a single 1 -point rule is sufficient. A heavier rule than 2 points should never be used for even the larger pages, and even this size should be used carefully. Unless printed in a tint, a 2-point rule ordinarily looks too heavy on a title page. Figs. 27 and 28 show the same copy set with and without a border. 113. Drawn Title Pages. — Where drawn borders are used throughout the catalog, the title page is often hand- lettered. There is a freedom about good hand lettering that cannot be equaled with type. In addition to the lettering, line work emblematic of the subject of the catalog or booklet may be efifectively used. Fig. 31 shows an emblematic border, embodying outline drawings of revolvers and cartridges, and also a neat monogram. The border is printed in a light-brown tint, with the lettering in black. In Fig. 32 is shown an emble- matic ornament in line work used in conjunction with a type page. 114. Color Divisions. — If the title page is to be printed in two colors, either one of two plans may be followed : print- ing the subject line only in the bright color, as in Fig. 28, or printing the rule border in the bright color. The rule on a title page should always be printed in the same color as the rules on the body pages. This will not only assist the printer in his work but will add to the harmony of the job. Figs. 29 54 CATALOGS, BOOKLETS, AND FOLDERS § IS and 30 show a title page printed in one color, and they illus- trate the neat, simple effects that may be produced with black ink and artistic type. 115. Index and Table of Contents. — IT the catalog consists of many pages, or treats of a great variety of things. Wattmeters and how to read them Copyright 1005 by Wcslinghouse KUctric &• Maiiufacluring Co. Pilliburg, Fj, Fic. 32 it is usually provided with an index or a table of contents. The difference between an index and a table of contents is that in the index the various items of the catalog are listed in alphabetical order, with page numbers opposite, while in the §1,S CATALOGS, BOOKLETS, AND FOLDERS 55 table of contents, the items are listed in the order in which they come in the catalog. Fig. 33 shows an index arrangement, while Fig. 34 shows a table of contents. An index always gives the page numbers ; a table of contents may or may not do so. Where there are a great many short items to be indexed, the index is usually arranged in two or more columns, as shown in Fig. 35, the number of columns depending on the size of page and the length of the lines. Such an index is ordinarily made the last part of the book. The advertiser will find it to his interest to make it as convenient as possible for customers to find what they are looking for. IIG. Botl3^ Pag-e.s. — The body type used for catalogs, l)Ooklets, and folders ehould be of a clean-cut, legible style and not too small. Undoubtedly the best all-around letters are Old-Style Roman and modern Roman. These types are found in practically every printing office. Other types that are appro- priate for this work are Caslon Oldstyle, French Oldstyle, Cheltenham Oldstyle, and Scotch Roman. For special book- lets and folders printed in olive or brown and colors of like strength, Old-Style Antique, Strathmore Oldstyle, Chelten- ham Wide, or any medium-weight type that is legible and well proportioned can be effectively used. 117. Leading-. — The body pages of catalogs, booklets, and folders are nearly always more readable and have a better general appearance when the body type is leaded than when it is solid. But if it is necessary to set body type solid on account of the amount of copy, care should be taken that the headings and subheadings are given plenty of white space for background, and that there is a little extra space between para- graphs ; otherwise, the page will present an overcrowded and "mussy" appearance, similar- to cheap patent-medicine dodgers, and will not appeal to discriminating persons. 118. Sizes of Type. — The best all-around type sizes for body matter are 8- and 10-point, and these sizes are used in most catalogs, booklets, and folders. If possible, 10-point should be used for medium- and large-size catalogs, as it is easier to read than is 8-point. Very small type should be I LT 102C-11 INDEX I 'age Advertising 58 Architecture 39 Arts and Crafts 58 Boilermakers' Coursic 37 Chemistry 33 Civil Engineering 31 Civil Service CI Commerce 55 Drawing 35 Electrical ENGiNEERi.a-, 23 Electrotherapeutict, 27 English Branches 52 French 54 German 54 Languages 54 Law 60 Lettering and Sign Painting 53 Locomotive Running 22 Marine Engineering 21 Mathematics and Mechanics 32 Mechanical Engineering 17 Mines 49 Navigation 57 Pedagogy 54 Plumbing, Heating, and Ventilation -11 Sheet-Metal Work 42 Spanish 54 Steam Engineering " 19 Structural Engineering 39 Telephone and Telegraph Enginkerinc 29 Textiles 43 Window Trimming and Mercantile Decoration 61 Tig. 33 eg Table of Contents Exterior House Painting 7 General remarks regarding the best materials to use 7 Painting new wooden structures 10 Repainting wooden structures I3 Painting brick buildings 15 Painting shingle roofs Ig Painting tin and metal roofs 19 Staining shingle roofs 20 Painting porch floors and stc;;s 21 Painting blinds or shutters ; 22 Window sash 22 Exteriors of doors 23 Painting Bams, Fences, and Outbuildings 25 Interior Woodwork 27 Varnishing new woodwork 27 Revamishing old woodworl: 29 Staining new woodwork 3I Staining woodwork previously painted, enameled, varnished, or stained 33 Enameling new woodwork 34 Enameling woodwork previously finished 35 Floors 37 Varnishing new floors 37 Revamishing floors 33 Waxing new floors 39 Rewaxmg floors 39 Staining and varnishing new floors 40 Staining and varnishing old floors 41 Painting new floors 43 Painting old floors 43 Walls and Ceilings 44 Enameling walls and ceilings that have not previously been finished 44 Enameling walls and ceilings that have previously been finished 44 Calcimining 45 Refinishing Fumittire 47 Varnishing 47 Staining 49 Staining and vamishinj at one application 50 Waxing 51 Enameling 52 Painting 53 Renewing polish of varnished surfaces 53 Picture Frames and Other Things About the Home 54 Varnishing 54 Staining 56 Staining and varnishing at ore application 56 Waxing 58 Enameling 58 Radiators, Steam, and Water Pipes 61 Stoves, Ranges, Stovepipes, and Similar Surfaces 62 Bathtubs and Surfaces Exposed to Hot and Cold Water, Steam, or Moisture 63 Carriages and Other Vehicles 65 Wagons and Farm Implements 67 Lawn and Porch Furniture 69 Garden Tools and .Implements , 69 Window and Door Screens 71 57 F,G. 34 INDEX Abney's Levels 2.^3 Adhesive Tape 1-4 Adjustable-Curve Rulers 1-17 Air Meter 206 Alt-Azimuth 254 Pocket 204 "Alumnus" White Drawing Paper (sheets) 5 Amber Curves 148-150, 154. 155 " Lined Straightedges 139 Protractors 127. 128 T Squares 144, 145 " Triangles 136,137 A.neniometers 265-267 Biram's 207 Ar.erojd Barometers 262-2S4 Angle Mirrors 2.j7 Angles, Lettering 138 "Apache" Tracing Paper 12 Architect's Certificate Books 23 Arkansas Oilstones 17."> Arrows 217 Artificial Horizon 257 Artists' Pencils 188 192 A. W. Faber 188-192 " Water Glasses 175 Ash Straightedges 139 Atomizer 1 < '' Attachments for Drawing Tables 107 " and Extras for Engineers' Instruments 249-250 "Azure" Tracing Paper 17 U Barograph 2CS Barometer, Recording 268 Barometers 202-264 Bars for Beam Compasses l-^O Bath Trays 28 Bausch & Lomb Binoculars 273, 274 Beam Compass and Ellipsograph 156 Bars 146 " Compasses 58. 59. 74, 84. 98 Binoculars 273, 274 Biram's Anemometers 267 Blacktioard Dividers 101 I Blocks, Cross-Section 38 I " Sketch 38 Blue and Brown-Print Papers a..d Cloths 17-23 Blueprint Baths 28 Felt 26 Frames 26,27 Paper and Cloths 17-21 " Papers, Unprepared 21 Blueprinting 24 Boards. Bristol 7 Drawing l.-,7-159 " Illustration 7 " Mounting 7 Boat Compasses -CO Lond Drawing Paper, in Sheets 12 in Rolls 5 Books, Architect's Certificate 29 Cross-Section '.) avoided for all catalogs except those in which a great many different articles have to be described in small space. Mail- order advertisers are occasionally compelled to use very small type — sometimes even as small as 5- or 5i-point — in order to keep down the weight of their catalogs. For the larger sizes of catalogs and booklets, 12-point type is often used, as it is very easy to read on account of its size ; 10-point is a good size to use for a 9"X12" catalog. Small-faced types like Chelten- ham can be used in larger sizes than ordinary old-style, as a 10-point Cheltenham lower-case letter has approximately the same size of face as an 8-point Old-Style Roman lower-case letter (although the capitals are full size), and averages nearly the same number of words to the line. The writer should not call for 12-point body type on the smaller sizes of catalogs, booklets, or folders without first consulting a reliable printer, as 12-point type is too large and bulky for small work, except under special conditions. It is well to be consistent in the use of body type. If a catalog is started with the main text in 10-point leaded, the style should not be changed to 10-point solid or to 8-point leaded. Of course, the style can be consistently varied when extracts, testimonials, or minor descriptions are to be introduced. 119. Margins. — Nothing depreciates more the value of catalogs, booklets, and folders intended to be high-grade work than sparse, or "skimpy," margins. They give an appearance of cheapness and false economy. Note Fig. 36. One method in arranging small pages is to make the margin approximately equal on the top and both sides, allowing a little extra space at the bottom. Should there be only a little copy for each page and the pages be rather small, the copy may be set in a narrow measure in the center of the page, with a broad band of white space around the four sides. On medium and large pages, it is advisable to follow the book publisher's rule, which is to have the narrowest margin at the binding, a little more at the top, still more at the outside, and the most at the bottom. For example, on a page 5 in.XZ in., a good broad-margin effect TTHE built of antiqae mahosany furniture, •^ here in America, derives iu den'gn from one or another of the tfuee great 18th century designer!, Chippendale, Hepplewhile. and Sheraton. The characleriitic style ot the first named vai based on good old classic lines, and though graceful, vat tomewhat heavy in appearance; the socond went to the other extreme, but the Sheraton attained the happy medium, combining the three desired qualitiej —strength, lightness, and grace. W hile Sheraton designs are wclI-conceived. admirably proportioned and extremely grace- ful in line, the appearance of delicacy ar.d lightness it cleverly attained without the sacri- fice of security or strength. To the possession of these qualities in so great and unusual a degree is due no doubt the present populanty of the true Sheraton. Tfiis style is distinguished by the tapering legs, which may be either square or turned, severe but rraccful lines and quiet ornamenta- tion, usu:."y in the form of inlays of narrow Lnes of satinwood. Sheraton trusted almost entirely for decoration to his marque'r/. This was very delicate and of excelleat workmanship. While the Sheraton sometimes rarries some carving, the inlay work consti- tutes the chief beauty, aside, of course, from the artistic value of the graceful lines that dis- fanguish the true conception of the style. Mahogany is the wood principally used in the produclioa of Sheraton pieces. ^X'ilh a greater refinement of taste than ifw other old masters, Sheiaton drew such of fus ideas as were not purely iinginal from the "Louis Seize" — by far the most chaste am) refined ot all French styles. So admiiable an J accurate, indeed, was fus interpretation ot that style that his version of it is commonly called in France "Louis -Seize-Anglaise." In fust>est work, Sheraton never permitted the ornament thai he employed to lake the place of construction, but jjwaysmadea point of keep- ing it abisolutely subservient to the general form and main construenve lines of lus designs. In tfie enrichment ot his productions he was a decorative artist in the strictest sense ot th; word. Having in the first place de-rised wh.it he considered to be a graceful torm, which sat- isfied his hypercntical mind in every particular, and might therefore bie depended on to salisly others less exacting, Sheraton set about to enrich it with such inlay or carving as he deemed most suitable for the attainment ot the object he had in view. The result was invari- ably successful, exciting the admiration of all possessed ot sufficient culture to appreciate such taste and craftsmanship. The consistency with which ihis principle was adhered to, keeping artistic fitness continually in view, is especially apparent in his chair-backs; but tl-.e same rule was brought into force in the design- ing and construcrion of the cabinetwork which has made his name tamous. The truest and best conception of the Sheraton style today is Fig. 36 Pases too full— poor mar2final efTect. The l!:;-:t rules merely show limits <.f pages THE bulk cf antique rrahogany 1 furniture, herein America, de- square or hirned, severe but grace- ful lines and quiet ornamentation, usually in the form of inlays of nar- rives its designs from one or another of the three great l8th cenhiry row lines of satinwood. Sheraton designers, Chippendale, Hepple- trusted almost entirely for decora- while, and Sheraton. The charac- tion to his marquetry. Ttiis was teristic style of the first named was vcr>' delicate and of excellent work- based on good old classic lines. ir.anship. While the Sheraton and though graceful, was some- sometimes carries some carving, the what heavy in appearance; the inlay work constitutes the chief second went to the other extreme. beauty, aside, of course, from the but the Sheraton attained the rrtistic value of the graceful lines happy medium, combining the that distinguish the true conception three desired qualities — strength. of the style.. Mahogany is the lightness, and gr~;e. wood principally used in the pro- While Sheraton designs are well- duction of Sheraton pieces. conceived, admirably proportioned and extremely graceful in line, thj With a greater refinement of taste than the other old masters. appearance of delicacy and light- Sheraton drew such of his ideas as ness is cleverly attained without ih- were not purely original from the sacrifice of security or strength. To "l!x5uis Seize" — by far the most the possession of these qualities in chaste and refined of oU French so great and unusual a degree is 1 styles. So admirable and accurate, due no doubt the present popular- 1 indeed, was his interpretation of ily of the true Sheraton. 1 tfial style that his version of it This style is distinguished by the 1 is commonly called in France tapering Iciis, which may be cither "Louu-Seizc-AniJaue." Fjg. 37 The best utiect if margins are to be made almost equal 6» 'T'HE bulk of antique mahou- * any fumilure, here in inlays of narrow lines of satin- wood. Sheraton tniited almost America, derive* its design from entirely for decoration to hi* one or another of the three great marquetry. This was very del- 1 8th century de«igners, Chippen- icate and of excellent work- dale, Hepplcwhile, and Shera- manship. While the Sheraton ton. The characteristic style of sometimes carries some carving. the first named was based oa the inlay work constitutes the good old classic lines, and though chief beauty, aside, oP course. graceful, was somewhat heavy from the artistic value of the in appearance: the second went graceful lines that distinguish the to the other extreme, but the true conception of the style. Sheraton attained the happy Mahogany is the wood princi- medium, combining the three pally used in the production of desired qualities— strength, light- Sheraton pieces. ness, and grace. With a greater refinement of While Sheraton designs are taste than the other old masters. well-conceived, admirably pro- Sheraton drew such of his ideal portioned, and extremely' grace- as were not purely original from ful in line, the appearance of the "Louis Seize"— by far the delicacy and lightness is cleverly most chaste and refined of all attained without the sacrifice of Frenchstyles. So admirable and •ecurity or strength. To_ the accurate, indeed, was his inter- 1 possession of these qusJities in so pretation of that style that hi* great and unusual a degree is due version of it is commonly called no doubt the present popularity in Fraiice "Louis-Seize- of the true Sheraton. 1 Anglaise." This style is distinguished by 1 In his best work, Sheraton the tapering legs, which may be never (>ermitled the ornament either square or turned, severe that he employed to take the but graceful lines and quiet oma- place of construction, but alwayi mentatioD, usually iuthe foim of made a point of keeping it abto- FiG. 38 Poor marsfinal effect. The ligrht rules merely show limits of pages 'T'HE bulk of antique mahog- ■^ any , fumilure, here in America, derives its design from one or another of the three great 18th century designers, Chippen- dale, Hepplewhite, and Shera- ton. The characteristic style of the first namedl was based oa good old classic lines, and though graceful, was somewhat heavy in appearance;! the second went to the other r extreme, but the Sheraton attained the happy medium, combining the three desired qualities — strength, light- ness, and grace. While Sheraton designs are well-conceived, admirably pro- portioned and extremely grace- ful in line, the appearance of delicacy and lightness is cleverly attained without the sacrifice of security or strength. To the powessioD of thcK qualities in to great and unusual a degree is due DO doubt the present popularity of the true Sheraton. This style is distinguished by the tapering legs, which may be either square or turned, severe but graceful lines and quiet orna- mentation, usually in the form of inlays of narrow lines of satin- wood. Sheraton trusted almost entirely for decoration to hi* marquetry. This was very delicate and of exceUent work- manship. While the Sheraton sometimes carries some carving, the inlay woik constitutes the chief beauty, aside, of course, from the artistic value of the graceful lines that distinguish the true conception of the style. Mahogany is the wood princi- pailly used in the production of Sheraton pieces. With a greater tefiaemeat of Fig. i9 Good marginal effect. These pages are arranged in accordance with the general book rule 61 ()2 CATALOCiS. P.OOKLK'IS. AXU FOLDERS H-S would be as follows: Next to binding. 4i picas; top. 5^ picas; outside, 7 picas ; and bottom, 9 picas. Figs. 36, liJ , 38, and 39 illustrate poor and good marginal effects. Fig. Zl shows how the best effect can be had when the margin is to be made about equal all around the type. Fig. 39 shows how to proportion the margin properly when it is to be arranged according to the book publisher's rule, which is undoubtedly the best practice in preparing catalogs or booklets of high quality. However, the broad-margin style is not always followed. Body matter has a bearing on the margins. \'ery small type does not require so much margin as the larger sizes. Pages in bold type may have wider margins than if in light face. 120. Hordor.s. — Catalog, booklet, and folder pages can l)c' i)rintcd cither with or without borders. Where a border is to be used, heavy rules sliould be avoided, as they give a funereal appearance to a page. Under ordinary conditions, 1 -point rule is sufficiently heavy for all sizes of booklet pages, but when the rule is to be printed in a light tint on large pages with wide margins, 2-i)oint may be used with advantage. A happy medium between a 1- and a 2-point rule is the li-point face rule, which many printers have. It is advisable, however, to ascertain whether the printer that is to do the work has this face of rule, for often, where H-point rule would be very appropriate, the 2-point rule that would be substituted would be entirely too heavy. l*"ancy-type borders should not l)e used on title and inside pages imless they are printed in a very light tint and used with great discrimination. On high-grade book- lets and folders, a drawn border symbolical of the subject treated is very attractive and lends to the selling value of the work. Fig. 40 shows a drawn border used on a railroad book- let treating of fishing. The approi)riateness of this border is recognized at a glance, and adds greatly to the artistic value of the page, especially as it is printed in a bright-green tint with the type in black. I^arallel-rule drawn borders, with the space between in half- tone or stippled and printed in a light tint, give a two-color border effect that is appropriate for high-grade booklets. § IS CATALOCiS. COOKLirrS. AND FOLDl'.RS (>:'► The style and size of the border should be kept uniform on all pages, including the title page. Where illustrations are used, great care should be taken to see that the border does not interfere with their attractiveness and strength. I'.orders look better around illustrations when they are printed in a light tint, and the illustrations in a dark color. The same facts about handling borders should be kept in mind when placing bands of color at the top and bottom of pages instead of all around. 121. HcadinjU's. — Where possible, the main headings of a booklet should be so arranged as to appear at the top of a page (see Fig. 41). This is a much better plan than scattering the main heads throughout the text, as the various subjects treated can be ascertained more easily. If this style cannot be followed, the maiu heading may be put on the first page of the body matter, allowing a little extra margin at the top, and the secondary heads may come as they happen to strike through- out the body matter in the following pages ; as a finishing touch to each page, the title of the work may be put across the top of the page in caps of type a size smaller than the body matter, with a light rule the full measure of the page beneath it. Such a head is known as a running head. The pages of this Section are printed in this style, except that the capitals at the top of the page are not of a size smaller than the body-matter capitals and no rule is used under the running head. Page headings can be run in various styles. If a border is used around the page, the heading sometimes looks well, with no ornamentation, of any kind, when it is simply placed in the center of the measure with the proper space above and below, as shown in Fig. 42. A panel heading such as shown in Fig. 43 is another good style. A douljle 1 -point rule above the heading and a single 1-point rule beneath it, is still another variation. An ornamental panel border, such as shown in Fig. 41, is a very tasteful plan when two colors are used and the heading is run in a bright color. Squared headings, or headings running the full width of the type page, with a light single or double rule beneath, are some- times preferable to the short, center-line headings. 64 CATALOGS. BOOKLETS. AXD FOLDERS §18 122. Uniformity in Headings. — The size of type used in all main headings should be uniform, as should also the style of type in regard to the use of all caps or caps and lower case. If there is a variation in the style of setting of two heads of equal importance, the reader may be confused. Sometimes in very artistic catalogs, a specially drawn or specially arranged head will be used for each main division. In this case, how- ever, consistency as to strength of display should be observed, as well as harmony between the various st)les. The adoption of upper and lower case is advisable when the headings are rather long, for with this style more words can be set in a line. The style of type in the heading should be made to conform to the shape of the page ; that is, if the page is deep and narrow, a medium condensed letter, such as Cheltenham Bold Con- densed, should be used for the heading and subheadings; if the page is set the wide way, medium and extended types are preferable. It is well to use type that is easy to read — plain, clean-cut, and attractive faces. 123. Subheads and Side Heads.— Where dififereul divisions of the subject occur, and when it is desired to call special attention to such divisions, subheads and side heads may be used to advantage. Subheads add greatly to the read- ability of some booklets, as the reader can tell at a glance where the particular feature he is interested in may be found. They also tend to exert a strong selling power, as they call attention to special points that are not otherwise strengthened. There are various styles of subheads and side heads, principal among which are the centered subhead, the run-in side head, the flush side head, the cut-in side head, and the side head in margin. 124. Centered subheadinj?s are formed by placing the heading in the center of the measure and allowing a little more space above than below ; in other words, having the subhead nearer to the body type under it, to show that it pertains to that matter and is not a part of the preceding text matter, as shown in Fig. 44 (a). 125. Run-in side headings are formed by displaying the subhead in a heavier face of type than the body matter and « <^^^ 1 .^ .4-J 0) tn o tn ^ a; a r, a X2 ^r o hr o U a c CD Ji a o a o 3 "3 3 O a; m .t; J2 a; U -Q C O C o C 3 C -3 a j^ fcO >> M H^- -OB O o tn >-> _o d rt o . -o tl' S 73 -2 ii >-' "J "' ^ '5 'S 0-3_3-"fe^43§0 ,a.c3fHaj„^^Ja i S « Sd ^-^ 5 § ^ J -2 M^ ^ p: c o 2 S S -§ 3 1>.-R ■r2 K ^ ' ^ .^ g-3't: > 3 -" .5 o '^ ° S s aj a; oj — H P^ 3 .S oS -O o CL,j2 I ^ ^ - V^- «t' W^'';^^^" DVERTISING in its true sense is informing or reminding people of the qualities of some article or proposal. Whether it is advertising to sell goods or services, or to forward a public cause, the fundamental principles are the same. The idea of advertising is old — Joseph advertised the coming of the famine upon the land of Egypt — but only in recent years has advertising developed to any considerable extent. Its growth in the last quarter of a century has been marvelous. It has given birth to a new and lucrative profession, one in which there are great oppor- tunities for both men and women. Further Development is Certain Nothing can stay the growth of advertising. Manufacturers and dealers are multiplying in numbers and in the extent of their trade. Competition is keener every year. To maintain sales there must be advertising — constant, intelligent advertising. Even the best known and most permanently estabhshed concerns, realizing that they can extend their sales only by advertising, are spending hundreds of thousands of dollars annually. The presidential campaign of 1904 marked a use of advertising unparalleled in the history of the world. The Republican campaign managers purchased page after page of space in leading magazines to advertise their presidential candidates and their policies. A total of $25,000 was spent in this way. The Extent of the Field In business of all kinds, among all classes of people, and in all countries, advertising is an indispensable factor of success. " Nothing except the mint can make money without advertising" said the great Gladstone. Macaulay said many years ago, "Advertising is to business what steam is to machinery — the great propelling power." It is estimated that the great sum of a biUion dollars is spent every year in advertising of various kinds in the United States alone. This amount is spent by almost everybody from the farmer and the 308 S IS Fig. 41 o w J2 "^ 3 ,^ M _C c u.' ■*-♦ o > "■> (0 ■ E -£ ' +-T C o o o _c o o CJ _Q 60 iQ m •^ f^ 3 or n3 o (0 c o ' <3 c O o . « (0 -a CJ V 3 ^ (U (C _Q -C ■" « ^^ o -J= (0 CJ JO > 3 (0 CJ c 2 c _CJ CJ 2: (0 y IS (0 CJ _JS CO X Qu < w _3 flj a -13 -0 c 3 C c; y (X to CJ CJ G a ,J= (J jO -^ j: 3 -jd _c 60 H CJ a w u & > 4) c uu a a a 3 n Q 4; CJ c (0 c; E 60 (0 c .2 kri ^ 3 X )3, > c V c3 > '-0 c; U CJ (0 CJ _c 3 .2 'S 60 JO c a E (3 r (0 OJ a, ^ CQ (0 «s ^ .2 (0 60 4; CJ ^ O 03 a 2 13 t> (0 c; ■fO 3 C C -T3 J^ 2 C (0 CJ y i^ 60 (0 9- CJ iS 2 > « a r, ^ (0 «3 -js a_c - - H 5~ .£ -TJ w -£ tn a <0 c y D (0 c fl c 3 b « a « _Q CJ c CJ CJ 3 .^ ^ 0(J c ITI E _Q (0 frn _c CJ ^ In o- 2 .^ a -^ o ^ > 60 Q, _CJ 3 a _Q "" S jS -^ •= c R3 >> O 60 _- G ■^ ^ O CO C __ o .y o I" (0 a ■" «3 (0 2i " iS g c 5 ^ J= .S2 <0 O _G § IS CATAI.OGS, ROOKI.ETS. AND FOLDERS C.-) running it in the first line of the paragraph, either by indenting it in the usual manner of paragraphing, or by running it flush to the left and indenting the second and following lines one or more picas, hanging-indention style, according to size of page and type. Fig. 44 (b) shows the regular paragraph style of run-in side heading. 12G. Flush Side Heading's. — Where a subheading is set in a line by itself, and flush to the left, or where it is to run in the first line of body matter, flush to the left, with the body matter following hanging-indention style, as in Fig. 44 (c), it is called a flush side heading. 127. Cut-in side headings can be used either at the beginning or half way down the left side of a paragraph of body matter. Such a heading is formed by indenting three or four lines of the body matter and thus allowing white space at the left side in which the subheading may be placed in a bolder face of type than the body, as in Fig. 44 (d). The heading here is set in caps ; upper and lower case, however, is the usual style. 128. Side Headings in Margins. — Where wide mar- gins are used, a very attractive style may be obtained by running the side heads in short lines of one or two words, beginning directly opposite the first line of the paragraph to which the heading relates, leaving about a pica space between the body matter and the lines of the side head, and squaring these lines on the body-type side, as shown in Fig. 44 (e). Sometimes the running head of the entire book is used in this way, in the outside margin opposite the top line of body matter, and the side head is placed in a smaller face of type under the running title or head. 129. Body Matter. — In arranging body matter, care should be taken to see that the paragraphs have proper inden- tions. When the measure is wide, such as 25 picas, the inden- tion should be 2 ems of the size of body type used; if the measure is from 30 to 40 ems pica, 3-em indention should be followed. The excessive use of capitals, Italics, and bold face c < s c C < O M < tn U ^■-s. (U U3 s S >, •" V ^•. JZ n1 C ■*-' n. 0) CI C3 13 be a, o c J3 c y 0) 0) «e - U3 3 -n a □ o •o o - « a, 4) ^.^ a -g i5 a O rt O o . -o 5 =S 0) ■" > N 3 !* ■35 J3 ^ -5 a p '3 «i n O to V ir> ."ti «4-l 0) JS. u & fa S _ !^ -5 .t! 5* bo o (I) t" 0) 'c '-5 t: " Ifi _. »■ — D w (U "3 "O o a o S S fl ^ 3 I- '^ w P X! 0) o tn ^ ^ -2 5 J CiH V t/l c • « r£] a « "^ n — l-t o 3 ° a r; u O O C £1, i-i n ui J2 a; rt a, I* -a ■" O ^ CJ a S'H ^ O rt g «« ,±1 nJ O « W ^ "" u a ^ .b x> (/I t3 rt a 4) vu iU ° ° « «= — J= « C 2 > O rt « S* a "^ '!!^ <"" .2 'O a '^ '2 n o c< c a -^ - •5 o F '2 « ^ a ^.b jU J3 rt •— c; lU d c n ^3 rt t-T V) 'a G a c< 3 Tl Ui rt ' ' 10 p. t« rt 3 tJ 4) 3 ^ a I-. x: a ,_ •0 ^ S bi) i/3 >. a o M-c n ^ P o a r^ "• 2 u - _i o ." b .S 03 & \l ^u '^ O rt a 5.02 w 41 03 [/3 ■nag 0) cj ^ O Oh -S C-J Oh -f- a c M U c >^ ^ CO c I- ^ c c .S "o a a bo a OJ ^ x; rt y n ll V > 3 ^ O CO U Q Q cx o o ^^ , u M "Z^ i-J > > 1) ex, i-T 3 Q ex tJ3 CO -< Q M rt z; x: o T? «> rt .S u « ii o c; ••-. - -c _. o >,Qi o « o > 4) •-1 HI o *- CO U "rt TJ x; 73 y rt 13 in 4) 4) ■g a rt 41 il^ o, p — 4) tJ S o £ ° ■" x: o o •- -r O rt 2 w ■55 'O .3 4J a. s 4J 4> 5 ^ a -^ H ^ a >^ a . a :^ -" a wi O 66 §1S CATALOGS, BOOKLETS, AND FOLDERS 07 in the body matter, in an endeavor to secure emphasis, should l)e avoided, as such letters will not only mar the attractiveness of the page l)ut will place undue strength on certain portions of the page and thus throw it somewhat out of balance. Where O live In Washington is in itself a liberal educa- tion. For the purposes of study and research the advantages of the National Capital are not surpassed by those of any other city in our country, and it is not difficult to imagine a time when it will be the world's greatest ed j- cational center. It is essentially the city beautiful, ana one of peculiar charm. Here are beau- tiful parks, broad streets, statuary, and galleries of art, all making a strong appeal to our sense of the beautiful. Here are gardens and fountains and magnificent architecture in a city whose ctmosphere is one of repose, quiet, refinement, and happiness. Washington s climate is the soft and even climate of the Seaboard, and the number of those 3 Fir.. 45 it is necessary to emphasize a paragraph describing some par^ ticularly strong selling point, a good plan is to set the paragraph in a bolder face of type of the same or a smaller size. If still further prominence is required, the paragraph may be indented 2 picas on each side. These methods will not only add to the (58 CATALOGS, BOOKLETS, AND FOLDERS § 18 attractiveness of the p.'i,e^c, but will give all the strength necessary. 1J>(). Extracts and Indorsements. — Where it is neces- sary to use an extract from some other publication, a speech, jO live in Washington Is in itself a liberal educa- tion. For the purposes of study and research the advantages of the National Capital are not surpassed by those of any other city in our country, and it is not difficult to imagine a time when it will be the world's greatest edu- cational center. It is essentially the city beautiful, and one of peculiar charm. Here are beau- tiful parks, broad streets, statuary, and galleries of art, all making a strong appeal to our sense of the beautiful. Here are gardens and fountains and magnificent architecture in a city whose atmosphere is one of repose, quiet, refinement , and happiness. Washington's climate is the soft and even climate of the Seaboard, and the number of those 5 Fig. 46 etc., this special matter should be set in a smaller size of the same font of type, and indented 2 or more picas on each side, according to the width of the regular body matter. Indorsements should always be set a size smaller than the body matter and in the same style of type, unless particular § 18 CATALOGS, BOOKLETS, AND FOLDERS 69 emphasis is desired, when the matter eaii he set in a somewhat bolder face. 131. Bold-Faced Type foi* Body Matter. — As a rule, bold-faced type should not be used for body matter, as it is extremely monotonous and hard to read. In some instances, a semi-bold face of type, such as Caslon Bold, Cheltenham Wide, Old-Style Antique, Bookman Oldstyle, etc., leaded, can be used for body matter. It is often advisable to use a tinted stock when printing these faces in a black or a strong dark color. Antique or rough stock lends itself well to the use of somewhat heavier faces for body matter. 132. Use of Initials. — An initial sometimes gives an attractive finish to a page of type and also leads the eye to the proper starting point. It is always well to choose an initial that is not so strong and black as to overbalance the rest of the body type. Heavy initials used with light body type, as shown in Fig. 45, mar the pages and detract from the strength of the display. The best initial to use is one that is approxi- mately the same weight as the gray color made by the mass of the body type, as shown in Fig. 46. A comparison of these two exhibits will immediately disclose the fact that the initial shown in Fig. 45 is entirely too heavy for the page. The one shown in Fig. 46 is in perfect harmony with the color tone of the page. 133. Initials are made in a variety of styles, shapes, and sizes. In choosing an ornamental initial, it is well, if possible, to get one with the ornamentation in keeping with the subject, and to avoid one that is so extremely large as to be out of pro- portion with the size of the page. Where ornamental initials are not available, a larger size of the same face of type as the body matter may be used. For instance, if the page is to be set in 10-point Cheltenham, a 24- or a 30-point Cheltenham initial, according to the size of the page, can be acceptably used. A great many times, a larger letter of the style of the body type makes the most appropriate and pleasing initial that can be used. See Fig. 47. At any rate, it is an easy means of 70 CATALOGS, BOOKLETS, AND FOLDERS § IS securing a simple, dignified, and harmonious effect with any style of type. Where the work is of extreme importance or of very high grade, and cost is a secondary consideration, special initials of two or more colors may be drawn in a combination of line and half-tone, each one illustrating or suggesting some feature of the work described in the booklet or the catalog. 134. Square, ornamental initials mortised in the center for the initial letter, should be avoided. This style of initial has several bad features, among which may be mentioned the following: (1) It throws the initial a considerable space away from the word to which it belongs; (2) the initial is not in line with the top of the word to which it belongs, as it should ALL ADVERTISEMENTS may be grouped into ^^ two general classes, (l) informing adver- ^ ^ tisments and (2) suggestive or reminding advertisements. The informing advertisement gives information about the commodity advertised; in order for the advertisement to be effective, the information must necessarily be of such character that it will influence readers to buy. The suggestive or remind- ing advertisement contains little or no specific infor- mation but gives publicity merely to the name of the Fig. 47 be; and (3) it usually throws ornamentation between the initial and the remainder of word, which is decidedly unattrac- tive to the eye. The space around the intitial should be equal both on the side and underneath. Avoid wide gaps of white space at the right and under an initial. AMicre the letter T is used, for instance, without ornamentation, the second and following lines of body type should not be indented, but should be set flush with the side of the body of the initial, on account of the blank space between the stem and outside edge of this letter. Where a capital L or A is used, the printer should be instructed to mortise the right side of the letter at the top, so that the follow- ing letter of the word can come close to the initial and thus avoid a gap. See how the initial is treated in Fig. 45. Where fW: Lorgnette or Guard Chains 14-K.ARAT GOLD "k 401. 403. 416. 417. 418. 419. 420. 421. 422. 423! 424. Ten Baroque Pe.irls. cable links ■ ■ Len^'th, Oval and round gold beads .... Length, Eight oval Amethysts, cable links • Length, Eight fancy charms, cable links . . Length, Cable links Length, Close curb links Length, Horseshoe cable links Length, Fancy twist links Length, Rope links Length, Fancy French links Length, Oval pierced and twist center links • Length, BAILEY, BANKS & BIDDLE COMPANY 48 inches. $35.00 60 inches. 38.00 48 inches. 22.00 60 inches, 65.00 48 inches. 24.00 48 I'nches, 20.00 48 inches. 24.00 48 inches. 20.00 48 inches. 18.00 54 inches, 40.00 GO inches, 60.00 Coi>yrii:ht. 1907. by the Bailey. Banks &■ BiddU Co. Fig. 48 308 § 18 4^ MACVS OFFER EXTRA VALUES IN CHAFING DISHES AS SHOWN BELOW g In New York and out ol New York. UACY'S reputa- t&tlon tor high valued, low priced table and kitchen ware transcends that of all other concerns. Wo call esfwolal attention to that section of the catalogue running {rom Page 395 ta Page 487— you wlU find therein a mine of money sav- ing cuggefitlons. CHAFING DISHES. TEA KETTLES AND COFFEE POTS IIX 4330. The Tourist Cafl6n« Dish, nickel plaled; capacity 2p •finches; tbi» disb iaespecially adap'—* '— " '■- tiaguisber, handle and dish ( of base 6 inches; lu brs£a, $6.49; kei pli \ copper r ups; prifo. M.64: capacity 2Hf ty 3 Ji pints or 18 after dinner c $7.31 4 after (Hn- llX 4337. Coffee Machine, city 2pintaorlO after dionerc ncrcupa; pricp. $9.43; capacity 3Ji pints or 18 after dinner cupa; price. $10.24: round (ray. -12 inches in diameter; price , SI 31 extra IX 4338. Chafing Dish Fork, nickel ailver, silver eoidere'd,' hand bumihsed, $1.2B pnci IyIacy's offers yotj a saving of 25 per cent on these table cooking appliances. HEAVILY POLISHED, PIECED AND JAPANNED TINWARE nrfijxinij i„ $1,31; .\,j. 2 ijill'i iri,»148: N... 3, IC.x H m..»1.8«; Ni>. 4. 19x13x15 11X4332, Square Breld or Caki TnilUci, limwn jnpanned bent tjual 11X4339. The Nonnartll Nur- xery Betrlger&tort, ciadr with deep lank; beat japarinoil ware,. 6ni»hexlC)>ia.«S.n IIZ 4330. Sponee Caka Pans, I2\x\i^ ioclKS..* 290 Fig. 49 71 I LT ic:c— 12 Page 40 National Cloak and Suit Co., New York. 1705-11 edt-e. 7 cc rhirf of iiT. G ce rhirr of ; 6!* cents prr dozco. wn, wilh fancy embroidered hair dozen; 79 cents per larrow hemstitched edge; In- entii per bsif dozen; «l.2< I706B and 1706C.) 170eB — Handkerchief of l.lnen; same stvlfi as No. 170fl. but vlthout iniliul. cents each; £2 cents per half dozen; Sl.OO per dozen. 1706C— Handkerchief of Lawn: same Bt.vle as No. 170*; nar- row heniMlilcliid oilce; Initial in corner. 7 cents each; 40 cents per half dozen ; 7U cents per dozen. 1708 — Handkerchief of sheer edKe of rluinly cmliroiilcry. 2S cents. 1711— Handkerchief of soft Cn tlir (1 (!.■! 1 ry I ■ hen ch; 1712-lliindkercIilef of India Lawn, with Inserts of Val lace anil a l.ur td'.-.-, 13 cents each! three assorted designs, 3A cents. 1713 — Handkerchief of Real Irish Linen, with embroiderefl floral wrealti: inilml in corner. Price 13 cents each; three for 3A cents. (See also No. i713r.) 17I3P— Handkerchief of Ileal Irish Linen; same style as No. 17 13, but wiihoul initial. 11 c«nti each ; S4 1714- i cents 1715- mbroiJt 1717- .ilh lace Handkerchief of fin •ed edge. 15 cents ra Handkerchief of nn clery: irtc assorted de^iKns, M cents. 1718-Handkcrchlef of sheer Persh rciideretl; narrow hemstitched edge. L>rle(l designs, M cents. 1724- Handkerchief of p n; sliecial value. 10 cents n Lawn; beantiritlly em- 19 cents each; tlireo al- en, with embroitlereil corners each; Ittree assorted designs. of nne Val laec ftl..t3 per half dozen, 1730— llanokerchlef of nne quality I.ln Val he Borleil 11 1734 , Iti nl Val In e. ts; chief 2t> t LInrn, wilh Val Ist-e Insertion, ■dging of Val lacOL 34 cents each; lbrc« .06 4.90 •OS 475 .OS 4.7s .05 .1-75 .04 475 .05 4-75 3-10 .05 .08 475 •OS Cake Doz. .05 •55 OS o3 •55 •95 OS .55 10 MS 10 1.15 10 I.I5 OS .55 HAND SOAPS Bar Doz. Hand Sapolio 08 .95 Jergens' Pumiss 05 .55 CARPET CLEANER H. & H. Cake Doz. . .15 170 WHITE FLOATING SOAP Box Bar Lexard Castile 100 bars 4.75 .05 Fairy (small) 100 bars 4.75 .05 Fairy (large) 100 bars 7.75 .08 P. & G. Ivory (small) ... loobars 4.90 .05 P. & G. Ivory (large) ... lOO bars 7.90 .o3 Queen of Borax (small) 100 bars 4.75 .05 Queen of Borax (large) loobars 9.50 .10 Swift's Wool (large) ... .loobars 7.75 .08 Swift's Wool (small) 100 bars 4.75 .05 CASTILE SOAP. Bar Doz. Domestic, White, large bar 45 3.25 Conti Imported, large bar 55 6.50 DISINFECTANT SOAP Bar Doz. Lifebuoy 05 .53 PARAFFINE WAX Each Doz. Standard Oil Co.'s 15 1.75 SAL SODA Best Granulated lb. .01 J4 Best Granulated, 6o-lb. box 85 WASHING POWDERS Pkg. Doz. Purity No. 4 package .13 170 Army and Navy OS .35 Babbitt's 1776 03 .35 Fairbank's Gold Dust large .22 2.40 Fairbank's Gold Dust small .06 70 Kirkman's 03 55 Pearline large .10 I. IS Soapine large .03 .55 Swift's large .18 2.10 Swift's small .05 .55 Swift's Naptha 10 I.IS Young's Borax 08 .95 Old Dutch Cleanser 10 MS Radax 12 1.40 AMMONIA Hot. Doz. Gimbels High Test. . .extra large .25 2.90 Gimbels High Test medium .15 175 Gimbels Cloudy large .25 2.90 Gimbels Cloudy medium Parson Household large Parson Household medium Parson Household small Trial Size 10 Scrubb's 25 ■45 .15 17s 5-25 2.90 1-75 2.90 DRY AMMONIA Can Doz. Ammo large .23 2.90 Ammo small .05 .33 Bath Ammo, Perfumed IS I70 CHLORIDE OF LIME Gimbels Can Doz. MS STARCH Each Doz. Purity 3-lb. box .25 2.90 Purity 6-lb. box .30 3.75 Kingford's 3-lb. box .30 350 Kingford's 6-Ib. box .60 7.00 Durkee's Mourning 20 2.30 Elastic large .10 i.io Celluloid large .10 i.io Viola Perfumed 10 MS Fluffy Ruffles large .10 MS LUMP LAUNDRY GLOSS STARCH Lb. 10 lb. Fancy Lump 06 .53 Finest Lump 08 73 STARCHING GLOSS Pkff. Doz. Glo-Zo OS .55 BLOCK BLUE Pkg. Doz. Reckitt's large .10 1.13 Telephonesi— Bell. Walnut SOO-8441 KcT«toiie, Mall Prices ■abject to market abaoKeB 7-30-71 Fiu. 51 74 CATALOGS, BOOKLETS, AND FOLDERS § IS an initial is used with very short paragraphs, the ragged inden- tion may be avoided by running the matter in a single para- graph, using paragraph marks between the sentences. 135. Arrangement of Pag-es. — Some examples of the arrangement of body-matter pages of catalogs and booklets have been shown in the preceding pages. In Figs. 48, 49, 50, and 51 are shown additional examples. All of these are reduced, being only about half the size of the original pages. The example shown in Fig. 48 is an unusually attractive page ; it shows not only good typographical and border treatment but' demonstrates how a number of such articles as chains can be illustrated well in small space by merely showing a section of each. Note that the text gives the length of each chain. Fig. 49 shows an example of a page in which a number of articles must be listed in small space. Figs. 49, 50, and 51 show examples of mail-order catalogs in which space is used wnth great economy. It is idle to say that such catalogs are not read, for the facts are indisputable. This class of work may not command the approval of critics, but it is the kind of literature that mail-order firms and large retailers find well adapted to their purposes, and the advertising man should be prepared to execute this kind of matter as well as the kind in which more liberty may be taken in regard to the use of space, colors, etc. As a matter of fact, it is more difficult to lay out pages like those shown, reduced, in Figs. 49, 50, and 51 than it is to plan a catalog in which a page can be given to each' illustration or to each illustration and the accompanying text. The black background shown in Fig. 50 is well adapted to the subjects illustrated, but a pleasing variation from this solid black would be a line background resembling crash. The crash effect is artistic and reproduces well. IL.LISTRATIOXS FOR IXSIDE PAGES 13G. In catalogs, booklets, and folders printed the narrow way of the page, and in which it is necessary to run the illustra- tions the long zvay of the page, the bottom of the illustration §18 CATALOGS, BOOKLETS, AND FOLDERS 75 should always face toward the right ; that is, the left side of the illustration should always face the bottom of the page, as shown in Fig. 52, which is a reduced reproduction of two facing pages of a catalog. Of course this rule does not apply where illustrations are run across the narrow way of the page, along with the type. Observe how the illustrations on the right-hand page of Fig. 52 are placed. Where it is necessary to use half-tone illustrations in books printed on antique, hand-made, onyx, crash, or linen-finish stock, the half-tone should be printed on enameled book stock and tipped in when the book is bound, as it is impossible to print fine half-tones on the rough finishes unless the book is printed by the ofifset process, which can be handled only by the best printers. 137. Group Cuts. — When it is desired to use a number of illustrations in a limited amount of space, effective results can sometimes be obtained by grouping the series of photo- graphs and having one plate made that will embody all the dift'erent views in a single group. In this way, a number of illustrations can be printed very artistically on one page ; other- wise, it might be necessary to vise a page for each one. In Fig. 53 is shown a group vignetted cut that illustrates two models of a revolver and a sectional view of the breaking mechanism. 138. Placing of Illustrations. — It is well to be consis- tent in the placing of full-page illustrations. Use left-hand pages if possible. If it is necessary to print full-page illustra- tions on right-hand pages, all the full-page illustrations should be arranged to print on right-hand pages. Two full-page illus- trations should not be allowed to face each other, unless it is impossible to avoid this plan. Where two facing full-page illustrations must be run the long way of the page in a book in which the type pages are set the narrow way, the bottom of each illustration should face the right. If a small illustration is to be used in the text matter, it should be placed toward the outside of the page ; that is, on pages with even numbers, the illustrations should be placed on the left-hand side, and on inj oKisturi » MOcJOMVOMP iHOJ3as)gv 76 §18 CATALOGS. BOOKI.K'JS, AND ]'()IJ)ERS 77 pages with odd numbers, they should be placed on the right- hand side. Care should be taken to see that the facing pages balance each other and do not look overdone. Where there is only one illustration on a page, avoid placing it below the center. Its best position, particularly if it is a heavy unit of display, is the center of the page or slightly above the center. See Fig. 48. Fig. 7 shows a good way of balancing the display of the page when two illustrations are used. 130. Vignetted Half-Tones in Body Matter. — In very fine catalogs, brochures, and booklets a very artistic effect can be obtained by placing small vignetted half-tones or line cuts in the outside margin and printing the type in a lighter color, allowing the very faint vignette of the cut to extend under the body matter. Vignetted initials are made in the same way, so that the vignette can be partly covered with the type. This gives a very fine cloud effect and adds to the rich- ness of the finished work. In Fig. 54 is shown an example of printing text matter over a portion of the vignette of the illus- trations. In following this plan, care should be used to see that no feature of the illustration is covered by body type, otherwise the effect of the illustration may be marred. 140. Tint Effects. — Two-color illustrations are often used on high-grade catalogs and booklets — one color as a back- ground and the other color as the dark tone in which the cut proper is printed. A three-color effect is often secured by cutting out the high lights (partly or wholly white portions) in the tinted plate and thus allowing the white of the paper to show through. Very fine results can be obtained in this style by using light buff, lemon color, very pale green, or pale blue for the tints and double-tone colors for the half-tone portions of the cut. SPECIAL PAGES 141. Introductory Pages.- — In catalogs, etc. the intro- ductory pages usually follow the title ; that is, appear on the next right-hand page. The introductory page is generally set very plain, an initial being used if desirable, and the matter 78 The Rock Island Ways % HERE are two routes over which Rock Island through trains and cars operate between the East and California, iierc is the Southern Route — also IH^^II^ I I lied the El Paso Short Line. Of all ^Bfe§f*%v ^^^^^fc "transcontinental lines this is the ine of lowest altitudes and eas Ifc: '--'■■^^^k — '^^^ Z^ades — the short, quick HL^^jHM^^HJI^ :c, and at the same time the ■HH^^^^^Hlj most southerly. Then there is the Scenic Route — via Colorado and Salt Lake Citw This is a line of scenic grandeur — every mile a milf of beauty — across the ''Backbone of the Continent.' The Rock Island will take you up in Chicago, ,m. i^olu.s, Kansas City, St. Joseph, Des Moines, Omaha, Minneapolis, and St. Paul (and in hundreds of Middle West points not loca- ted immediately upon its two overland routes) and land you conveniently and with dispatch at your Pacific Coast destination. There are two dady Rock Island trains, providing continuous service from Chicago and St. Louis to California o\or the South- ern Route. There are daily Rock Island through cars from Chicago and St. Louis to Pacific Coast over the Scenic Route. In addition to providing through, transportation facilities over these two superb routes to the Pacific Coast, the Rock Island serves all the in- termediate Mid- dle West terri- tory between the Mississippi .,' Valley and the Rocky Mountains, from Minnesota on the north to Louisiana a n i' Texas on thi south. I L T 102r § 18 §18 CATALOGS, BOOKLETS, AND FOLDERS 7!) is indented a few picas from the rule border on each side ; or, if no border is used, a liberal margin of white space is allowed around the type, to make it attractive and easy to read. 142. Full-Pase Indorsements. — If a border is used on pages containing indorsements, the pages should be set in a narrower measure than the text of the booklet and in a semi- bold face of type, such as Cheltenham, Old-Style Antique, etc., so as to give strength and to distinguish them from the body pages. If introductory matter accompanies the indorsement, the introductory matter should be set in a size larger of the same style type as the indorsement. Fig. 55 shows two indorse- ments made up for a full page of a 6"X9" circular, the intro- ductory matter being set in 10-point Cheltenham, and the body in 8-point of the same series. Where a whole page is devoted to a number of small indorse- ments, they can be set full measure in the same series of type as the body matter, but in a size smaller. If possible, a display heading should be used for each indorsement and each of these headings should be set in upper and lower case of a smaller size of the same style of type used for the main heading. A heading separates the indorsements and shows at a glance what each indorsement represents. 143. Facsimile Letters. — Where it is desirable to show a facsimile of a letter written by some person whose name has advertising value, an entire letter sheet can be reproduced and reduced to any proportionate size by photographic processes, and a line cut then made to suit the particular job in hand. In Fig. 56 is shown a letter that was reduced from an original 8i"Xll"' letterhead. This style is sometimes varied by making a cut of the heading and signature and setting the letter in some clean-cut type face. 144. Illustrated Indorsements. — Photographs of indorsers can be used in connection with a full-page indorse- ment, and the pictures of the indorsers can be placed either at the top or at the side, with a plain border enclosing the page, as shown in Fig. 57. Two colors were used in the original of Fig. 57, the border and illustrations being in black and the Valuable Opinions OCT" =^ Our Legal Instruction is Complete Robert T. Miller, LL. D., a prominent member of the Ohio bar, comments as follows on the legal paurts of our Banking and Banking Law Course: Since receiving the books published by the International Correspondence Schools, 1 have given them the most careful and extensive examination I am capable of, and must confess rr.y surprise and gratification at the worth of their scope and their completeness of detail. I have seen and used scores of so-called "Lav/ Books," many of which have a proper place and useful- ness, but this publication is not such a Law Book. It is rather a complete Law Library from which one may derive not only a knowledge of the ordinary forms and processes of the Law as used in general practice, but of what is of far greater value to the business man, a very clear and intelligent idea of the philosophy of the law such as will enable him to determine not only when he needs the services of the barrister but when he may dispense with those of the attorney. A Canadian Opinion R. D. McGibbon, K. C, senior member of the noted law firm of McGibbon, Casgrain, Mitchell, and Surveyor, of Mon- treal, attested as follows regarding the legeJ features of our Banking and Banking Law Course: 1 find that all the required subjects are included In yourvolumes. I have no hesitation in saying that any diligent student would at the conclusion of his Course have a good, clear, useful acquaintance with the general princi- fles of jurisprudence that prevail over the North American continent. I ave examined with care many of the subjects- dealt with and find the treat- ment of them full, intelligent, and satisfactory. Dealing more particularly wilh possible readers in Canada and in the Province of Quebec, I see generous and ample reference to the leading authorities usually consulted in the Dominion and in Quebec. While it is true that the Quebec system differs from that in vogue elsewhere in such subjects as real property, marriage covenants, successions, and other kindred topics, attention is drawn to the fact that special provisions in these respects are applicable to the Province of Quebec; therefore, with the knowledge to be gained from a study of your volumes, it would be quite easy for a student to supplement your Course on any given subject. i'lG. 55 JOSEPH CHAPMAN. FRANK E. HOL.TON, CHAS. W. FARWEL.L.. R. E. MACOREQQR. ©Ijp Nortl|utrstpnt Nattnttal 2?ank Capital $1,000,000 .uj Arsjo Profits SBOO.OOO Minneapolis. Minn., S07. 16, International Correspondence Scliftoli Scxanton, Fa. Gentlemen: Replying to your favor of the 13th Inst., will eay that I have taken great pleasure in looking over your text books on banking and am pleased to recommend then to any student. The matter in the book Is arranged so that a person can get a great deal of information with comparative ease, and the forss used are up-to-date aad should bo valuable to ctudents. Yours very truly. A<,~*r'^(^ ^^«-«j*-, '--y^ l-io. 56 SI The Cable Compan\', Chicago. Gentlemen: — The Conover Piano which was used for my recital at the Studebaker Theater yesterday was excellent. I greatly admired the tonal qualities and perfection of mechanism of the instrument. It is a pleasure to me to note the remark- able sustaining and blending qualities of the tone of the Conover Piano, which certainly are a great aid and benefit to the singer. Expressing my warmest thanks, I remain, Sincerely yours Alois Burgstaller The Cable Company, Chicago. Gentlemen: — Will you please accept my thanks for the Conover Grand Piano furnished me for my recital, also for the excellent Upright Piano, sent to my rooms in the Annex. I greatly admire the tone of your Con- over Piano, as it just suits my voice. Sincerely yours DOGHA OUMIKOFF The Cable Company, Chicago. Gentlemen: — The Conover is in- deed a wonderful piano, but I did not fully realize it luilil using the one which you kindly placed at my dis- posal while in Chicago. The tone is sweet, clear, and very musical. To my knowledge there is no better piano manufactured. Yours very tnilj' (i. (".\:\ir.\N.\Kr l-ic. \-^:s7vV<-.V ■: .'..-^S-W^ ^TZ I find your Mariners' Pocketbook full of useful information in condensed form and one that I believe every officer in the Navy will find useful. It is also a useful book for enlisted men, as it contains a large amount of in- formation relating to the naval service. Rear Admiral, U.S.N. (Retired* The Mariners' Pocketbook is a notable compilation compressing in a very small space a large amount of useful information and presenting it in a handy form. I am familiar with many books of the -vp" class which have been published in Europe, but your Pocketbook certainly deserves a high place in the series. Very truly yours, (Signed) WILLIAM H. WHITE. Formerly Chief Constructor, British Royal Navy ..':5^- s:^^^^?:;:.i>^.\\v^-\'s>^.\'s\^^>ss'sss: I L T 102C § 18 Fig. 58 ELECTROMAGNETISM: Influence of an Electrified Circuit on a Compass; Magnetic Field of an Electrified Circuit; Relation Between Electric Polarity and Magnetic Polarity; Solenoid; Magnetic Permeability; Review of Magnetic Principles; Electromagnets Illustrated. ELECTRICAL UNITS: Relation Between Ohm, Volt, and Ampere; Ammeters; Ohm's Law. Ohm, Volt, and Ampere Fully Explained; Microhm; Megohm; Influence of Tempera- ture on Circuits; Temperature Coefficient; Specific Resistance; Rheostats; Wh atstone's Bridge; Voltmeters; Meters and Methods of Using Them; Application of Ohm's Law; Coulomb; Joule; Watt- Kilowatt. i? i? -if i? Dynamos and Motors 97 Paoes. 58 Illustrations ELECTROMAGNETIC INDUCTION: Illustration; Self-induction and Mutual Induction; Flow of Current. PHYSICAL THEORY OF THE DYNAMO: Generation of Voltage; Revolving Coil; Cause of Reversal of Polarity; Commutator and Its Brushes; Illustration of Operation and Effects; Pulsation; Advantages of Many Coils and Commutator of Many Segments; Armature Core and Its Eflect in the Magnetic Circuit; Elustration of Armatures of all Types; Explanation of Peculiarities of all Armatures. ARMATURE REACTIONS: Causes and Effects of Reaction Illustrated and Explained; Counter Torque; Distortion of Magnetic Field. FIELD MAGNETS: Magneto Dynamos; Separately Excited Dynamos; Magnetizing Force; Magnetic Saturation; Self-Exciting Shunt Dynamos; Building Up; Residual Magnetism; Self-Exciting Series Dynamos; Compound Dynamos; Bipolar Dynamos; Salient and Consequent Poles. DIRECT-CURRENT DYNAMOS: Multipolar Dynamos; Multiple-Wound Armatures; Multi- polar Magnetic Fields; Mechanical Construction of Dynamos in Detail; Frame Arma- tures; Commutators; Brushes; Brush Holders; Bearings; Driving Mechanism; Pilot Lamp; Constant-Voltage Dynamos; Efficiency; Input; Output; Explanation of all Losses; Methods of Determining Losses; Causes and Effects of Sparking; Prevention of Sparking. DIRECT-CURRENT MOTORS: Shunt-Wound Motors; Series-Wound Motors; Compound- Wound Motors. "i: -^ i? i? Dynamo-Elcctric Machinery 70 Pages, 38 Illustrations DIRECT-CURRENT DYNAMOS: Operation of Constant-Current Dynamos: How Constant Current is Maintained Under Varying Voltage; Regulatibn of Closed-Coil Armatures; Influence of Armature Reaction; Method of Automatic Brush Shifting; Principal Closed- Coil Dynamos; Wood Dynamos; Standard Dynamo; Western Electric Dynamo; Excel- sior Dynamo; Ball Dynamo; Illustrations and Explanations; Open-Coil Armatures; Principal Open-Coil Dynamos; Brush Dynamo; Westinghouse Dynamo; Thomson- Houston Dynamo; Output. DIRECT-CURRENT MOTORS: Principles of Operation; Comparison of Dynamos and Motors; Counter E. M. F.; Torque; Prony Brake; Classes of Motors; Action of Shunt- Wound Motors; Speed Regulation; Series-Wound Motors; Speed Regulation; Differentially Wound Motors; Accumulatively Wound Motors. AUXILIARY APPARATUS: Starting Rheostats; Shunt-Wound Motor Connections; Process of Motor Starting; Series-Wound Connections: Automatic Switches; Regulating Rheo- stats; Necessity of Complying With the Fire-Underwriters' Rules When Installing. METHODS OF REVERSING MOTORS: Armature Reversal; Field Reversal: Reversal of Shant-Wotmd Motors; Reversal of Series-Wound Motors: Reversing Switch; 83 Fig. 59 84 CATAT.OGS, BOOKLETS. AND FOLDERS § IS type in olive. Small "thunib-nail," half-tone cuts of indorscrs can be used where a number of indorsements are to appear on a page. These cuts arc made either oval or sqviare, from 1 in. X 1:1 i"- to any size necessary, and can be had either with or without a half-tone background. In Fig. 58 is shown an example of a special page made up of two testimonials with an appropriate drawn border.. Note that one signature shown is reproduced facsimile. This was done to lend authenticity to the testimonials. The plan of reproduc- ing only the signature facsimile is a good one, for reproduc- tions of entire pen-written letters are usually very hard to read. When an indorsement is crisp and slinrt it can sometimes be used on the outside page of a circular (U-scribing a particular feature of an article. 145. Synop.ses Pases. — Li synopses pages and pages of like character, a smaller-sized t\])e than that used for the body matter should be used, and very often such matter can be arranged in two columns. The hanging-indention style is preferable, as it displays the subheads in strong relief and makes it an easy matter to ascertain the subjects treated in each division. Fig. 59 shows a synopsis page taken from a 6"X9" circular descriptive of a course of instruction in elec- trical engineering. This kind of matter may seem uninteresting to one having no interest in the sul)ject of electrical engineer- ing, but it gives specific details dcniandcd l)y many before they jjart with their money. COLO9, SCHEMES FOK IXSIOE PAGES 14G. To secure easy and sure reading, the colors used in printing body matter should be such that they will not tire the eye. Without doubt, black is the best general all-around color for the various classes of work, but very artistic and effective results can be obtained by the use of other colors. ILxtremely light colors of ink, such as pea green, light blue, buff, light gray, etc., should not be used for body matter set in Old-Style Roman or modern Roman, as thev arc not onlv weak in aj)pear- ance but very trying to the eye. §1S CATALOGS, BOOKLETS, AND FOLDERS S.-) 147. Use of Colored Inks for Body Matter. — Gen- erally speaking, strong, dark colors of ink should be used for body matter so as to afford ample contrast between the type and the paper. Chocolate-brown, dark-green, dark-blue, olive, green-black, blue-black, and dark-gray inks can be used to advantage and can be depended on to produce pleasing results. These colors are not so somber as black. In large catalogs and in elaborate two- and three-color designs printed on enameled book paper and in such colors as warm brown, light olive, or gray, very artistic results can be obtained by using a semibold face of type, such as Caslon Bold, Old-Style Antique, Chelten- ham. Cheltenham Wide, and faces of similar character in the 10- and 12-point sizes. The additional weight of the semi- bold type adds the strength necessary for the use of these colors. Light-faced modern and Old-Style Roman should not be printed in these colors, as they will appear light and weak and will be hard to read. Rich browns, green-blacks, and blue- blacks are standard colors for one-color illustrations. Lighter greens give excellent effects where nature scenes are repre- sented. Where, however, such articles as machinery, cut glass, silverware, etc. are to be shown, it is better to print illustrations in black and to use an agreeable contrasting color for the text. 148. Color Combinations.— In pages made up of body matter and rule border, good color combinations can be obtained by using a bright color for the rules and a dark color for the body matter. For example, if the page is to be set in 8-point old-style, leaded or solid, and it is desired to use a green-black or a dark-green ink for the body matter, a 1 -point rule run around the page in orange or red ink will give suffi- cient color for the entire page. Another combination for such a page would be to print the body matter in a dark green and the rule in a bright pea-green. Where the border is printed in color, all rules and ornaments should be printed in the same color, unless, of course, the color used for the border should happen to be too strong. This statement, however, should not be construed as meaning that a great deal of ornamentation is desirable in catalogs, booklets, and folders. Some color si)e- 8(1 CATALOGS, BOOKLETS, AND FOLDERS §18 cialists believe in placing the display lines in a bright color and the body matter and rule in the dark color. Such color combinations as red and green, red and purple, .blue and green, and orange and green are extremely hard to handle and should be used only by expert color printers. It is always better to strive for harmony than for glaring contrasts. In Art. 78 is givc'n a suggestive list of good color combinations. 149. Effect of Paper on Color. — The principles already set forth with regard to color combinations for covers and the effect of the color of the paper on the color of the ink printed on it apply also to color combinations on inside pages. For instance, if an India-tint (light-buff) paper is used, a warm- brown or a dark-chocolate-brown ink will be very appropriate for the body matter. A two-color effect for this paper would be a chocolate brown for the body matter and headings and a light buff, orange, or crimson for the rules, provided rules are used. 150. Timeliness of Color. — At various seasons of the year and under special conditions, there are certain colors that are particularly appropriate. For example, either violet or purple would be particularly appropriate for printing a booklet describing an Easter hat, as these colors are typical of Easter- tide. For Christmas printed matter, red and green are appro- priate, but in this case, as in others, great care should be taken to see that the proper shades are used, so as to avoid harsh, loud effects that would be contrary to the effects desired. Fig. 40 shows an example of a green-tint border used in a booklet describing the fishing places along the line of one of ithe Western railroads. The green color in this case is typical of nature and the scenes surrounding the lakes and rivers that the book describes and is therefore very appropriate. 151. Tints as Backgrounds for Illustrations. Where the cost of a catalog, a booklet, or a folder will permit the use of two colors for the illustrations, very artistic results can be obtained by printing the illustrations in blue-black, green-black, photo brown, or one of the various double-tone inks, and using a background of a light tint of the same or § IS CATALOGS, BOOKLETS, AND FOLDERS 87 sonic Ijarmonious color. For instance, if the illustration is to be printed in green-black and consists of a square por- trait, a very pale green or a buff tint may be used, (1) as a background for the high lights, so that the tint may show through and give a two-color effect in the illustration, different from the color of the paper; (2) as a solid background, allow- ing not only the high lights but the medium tones also to show through in the tint color; and (3) as a solid border around the outside edge of the illustration from -I to 1 inch in width, printed in a very light tone of green or buff. Very artistic effects can sometimes be obtained by using tints and colors under half-tones. For instance, a foundry concern issued a catalog in which a half-tone cut of their works in full operation at night showed the red glare from the windows and from the top of the furnace stacks. This effect was produced by printing a bright-red tint background under a black half-tone and allowing this tint to show through only at the places desired, such as windows, tops of smokestacks, furnace doors, etc., and then cutting out the balance of the red plate so as to make these particular spots appear more realistic. 152. Color in Initials. — Where the border only is printed in color and the color used is a light tint, two-color initials may be very effectively employed to add distinction to the pages. Such initials may be made effective by printing the solid-letter portion of the initial in the light color used on the border and the ornamental portions of the initial in the dark color of the body type, as in the example shown in Fig. 54. MISCELLANEOUS POINTS 153. If a very large edition of a large catalog is to be printed, the paper manufacturers will make paper to order in special sizes; orders of 1,000 pounds or more can usually be had in any special size wanted. A very slight inorease in the weight of paper will sometimes make a difference of 1 or 2 cents in the mailing expense of a catalog. This being the I L T 102C— 13 SS CATAT.OGS. P.OOKT.ETS. AND FOT.DERS ij IS case, where large editions are to be mailed, it pays to be very careful in the selection of paper to see if a light paper is not available that will answer all purposes and that will save a cent or two in postage on each copy of the catalog. In con- nection with this, it is well to remember that paper does not run absolutely uniform in weight. One ream may be a trifle heavier than another in spite of the manufacturers' eff'ort to have the weight just right. Therefore, it is never wise to plan a catalog to run exactly to the limit that can be mailed for a certain amount of postage; it is best to have a slight margin. 154. It is best not to print from the originals of fine plates, but to make electrotypes and use these electrotypes for print- ing. Then when the electrotypes are worn, new ones can be easily made from the original plate at much less cost than new originals could be made. Furthermore, accidents are likely to happen to printing plates. If an electrotype is injured, it is not such a serious matter, as a new plate can be quickly made from the original engraving, but the injury of a fine original plate may mean nwch delay and ex])ense. Of course, if there are just a few illustrations, the edition is a small one, and it is desirable to get the finest effects, the original cuts may be used. 155. If a large edition of a catalog or a booklet is to be printed, or if it seems likely that later editions will be printed without any material changes, it is best to have electrotypes made of all the pages. In this way, the cost of composition will be saved when these later editions are printed. Where an edition of several hundred thousand copies of a catalog or a booklet is to be printed, it is best to have duplicate plates. As a general rule, not more than one hundred thousand first-class copies can be printed from one set of plates. Time and the cost of presswork can often be reduced by having duplicate plates and running two or more sets of pages on one large press. Although the time of the larger press would be worth more than that of the small one, the saving in the cost of. presswork would amount to considerable. J'he printer should always be consulted about these matters. CATALOGS, BOOKLETS. AND FOLDERS (PART 2) PLANNING, WRITING, AND ARRANGING OF 31 A ITER GENERAL PLAN OF CATALOGS AND BOOKLETS 1. Arrangement. — With the more pretentious catalogs and booklets, it is better to lay out a general plan, which can be varied, of course, if changes seem advisable after the copy has been written and the illustrations prepared. Suppose, for instance, that it is decided to prepare a 32-page catalog. The first of the inside pages might be assigned for a title page, the second page for the copyright notice, the third for the index, the fourth for a fine full-page half-tone of the factory of the manufacturer, and the fifth, sixth, and seventh pages for a strong article on the methods of manufacturing, the excellence of the product, the indispensable character of the product, or some other appropriate matter. Another good illustration could be run on the eighth page. Eighteen pages might be assigned for descriptions and illustrations of the products, the five pages following filled with testimonials of users, and the last' page made a "how-to-order" page, including perhaps a guarantee clause, etc. In catalogs of the kind just described, the first inside page is usually made a title page with very little matter on it, as shown in Fig. 1. Sometimes pages 1 and 2 are left blank and COPYRIGHTED BY iNTER N AT ION AU TEXTBOOK COMPANY. ALL RIGHTS RESERVED §10 CATALOGS, BOOKLETS, AND FOLDERS § 19 page 3 — the second right-hand page — becomes the title page. Again, the book may begin with a "foreword," a brief history of the business, or an introductory talk about the product (see CADILILAC MOTOR GAM COMPANY THE LAROEST PRODUCER OF HIGH ORAOE MOTOR CARS IN THE WORLD DETROIT, MICHIGAN. U. S. A. Fig. 1 Fig. 2) on the first, second, and third pages, dispensing entirely with the formal title page. Occasionally, in his desire to get a great deal of matter in a few pages, the writer plunges —Quality" Our Standard Pure-Fresh-Warm- Air' ' IN PRESENTING tliis catalogue \vc take tlic opportunity of assuring our many friends that we have spared no effort to maintain tJiat high stan- dard of excellence upon which the reputation of our goods for economy, durability and efficiency, has been so firmly established. We invite your careful inspection of the following pages, illustrating ©ur line of Warm Air Furnaces, feeling confident that their manj' distinctive advan- tages, both in design and construction, will be readily apparent to you. We have been manufacturers of high-grade heating apparatus for over sixty years, during which time we have had a wide experience and gained an extensive knowledge of what should, in every respect, constitute a thoroughly efficient furnace. The line of Warm Air Furnaces which we now offer is the re- sult of careful study and exliaustive experiments. The growth of the Thatcher Furnace Co. has been phenomenal — starting with a small foundry manufacturing only a few furnaces. The popularity of our line has increased to such an extent that, in order to meet this demand, we have been obliged to steadily increase the capacity of our Newark foundry and some years ago we found it necessary to erect a second foundry. These two foundries equipped with the latest improved machinery spec- ially adapted to the manufacture of furnaces, now enables us to construct thousands of heaters of the same high standard of quality which first gained for us our reputation and success. We make the best furnaces that can be made — we sell them at a reasonable price — we guarantee them to the utmost limit — and those who desire the best cannot but be impressed by our straightforward claims and the record of the sixty-three years through which " Thatcher" quality has stood the test. THATCHER FURNACE CO, Fig. 2 4 CATALOGS, BOOKLETS, AND FOLDERS §19 into the subject on the page usually set aside for the title page (see Fig. 3). When space is at a premium, even the inside pages of the cover are used for some feature of the copy that can be separated well from the main body of the catalog. 2. Not only should the work be laid out in detail as to cover, title page, and introductory page, if any, but also as to illustrations, text, testimonials, index, etc., for obviously the amount of straight text to be written depends on the size of the illustrations and the space that other features will take up. Having decided on the size and number of pages of the catalog or the booklet, the style of cover and cover design, the inside paper and type, and other preliminary matters, it is best to estimate how many pages will be required for certain parts of the circular, how many for others, etc., so that just the right amount of copy may be written. With some classes of printed matter, it is well enough to write the copy first and then cut down or add to the matter, so as to get just the right amount f(jr 16, 32, or more pages, as the case may be. In printed matter where it is extremely difficult in advance to give a head to each page of the dummy, or heads to certain pages, and to keep the matter strictly within the limits assigned, the better plan sometimes is to adopt a running-head style, as in Fig. 4. Then, if a description cannot be made to end on one page, it may be run over to another. Where cuts are used, proofs of all the cuts may be pasted in the best possible arrangement on the various pages, and then the spaces left for body matter calculated carefully so that the right amount of copy may be written for each space. 3. Estimating: the Amount of Copy Required. — In Fig. 5 is shown page 2 of the same catalog of which the page shown in Fig. 1 is the title page. Before writing this page, the writer had decided on the style of the book, had laid out the j(jb in (lummy form, and had estimated about how many words of matter a page would hold after space had been allowed for the necessary engravings. When any special or unusual type face is to be used, the best way to estimate the number of The mere statement that the Cliev- rolct Motor Company would begin the makingof a new model is interest- ing news in itself; but the an- nouncement of a Chevrolet valve-in- head eight will prove of extraordinary interest to motor car enthusiasts everywhere, who have been watching the growth of the eight cylinder movement in this country. The Chevrolet valve-in-head eight is not merely another eight cylinder model. There is just as much dis- tinction and intensified efficiency in this new car as possessed by the Chevrolet four cylinder types. The new eight is as outstanding in comparison with other eights on the market as are the four cylinder Chevrolet models. The Chevrolet eight has not only the best features to be found in other eights, but in addition has many ex- clusive points of distinction. And hence, from the very beginning, the Chevrolet eight will be able to take an important position among leaders of eight cylinder cars. The Chevrolet eight will appeal to a class wishing to enjoy the charms of driving an automobile in which the motor does not lapse in its power impulses, but furnishes a driving force as constant as the flow of Niagara. You may rest assured that we satis- fied ourselves as to the merits of the eight before announcing it. In strenuous tests over every con- ceivable road, the car proved that it has the necessary stamina for any road condition. Never did the machine hesitate. Never for a minute did the power wane. On all trips the mechanism re- sponded readily. For thousands of miles in sand and clay, rain and mud. ^^r-^--^^-- M^ 308 §19 Fig. 3 The Telegraph Gets Results ♦— Telegraphic replies to in- quiries get the business before your competitors are heard from On Sept. 1 4th we sent through your office nine Night Letters to prospective purchasers of our goods from whom we had received inquiries I am pleased to advise that out of nine prospects, we received favorable returns from eight . and I wish to express my satisfaction with the service rendered "It is our intention to use this service from time to time, for we feel confident it is one of the best ways of presenting ourselves to the trade to secure the quickest and best result." HART & GROUSE CO Washington, D C By Eastern Sales Manager Opportunities of this sort occur frequently On the occasion of a County School Teach- ers' Convention, held at Jackson, Miss , the S. J. Johnson Co. sent a telegram to each of the 178 teachers in attendance, announcing a special Ladies' Ready-to-wear Sale, and in- viting them to their store. The telegram also called attention to the store's advertisement in the daily papers, and solicited the mail- order business of the visitors after their re- turn home. The following is taken from a letter from the Johnson Co. "We have never had such prompt results from any form of advertising. We know that at least 50% of the teachers that received one of our mes- sages visited our store that day, for they mentioned the fact that they had received the telegram. No doubt even a greater percentage came Since that and find that we have received orders from over half Fig. 4 6 CATALOGS, BOOKLETS, AND FOLDERS § 11) words required is to get some printed matter that has been set up in the type desired, measure off on it the size of the page, and make a count of the words ; or count half a dozen Hues and get an average. It is a good plan to know how to estimate the amount of copy if you cannot procure a page of matter set in the right size and style of type. In such a case the average number of words can be taken on a page of Old-Style Roman and a larger or smaller amount of reading matter allowed for the page to be set in the special type according to whether that type is more extended or more condensed than Old-Style Roman. In the case of Cheltenham, a rather condensed type, about 20 per cent, more reading matter should be allowed than would be necessary for the Old-Style-Roman page. Of course, no writer can prepare his copy so that it will always fill the assigned space exactly, but after a little experi- ence he will be able to come within a few lines of the right amount on most pages and strike it just right on many. \Mien he gets the first proof of the set copy, he can cut out a line or so somewhere if the matter overruns the alloted space; or, if it runs short and no more matter can be added without making the language seem "padded," perhaps an extra subhead can be inserted between the two paragraphs to take up tlie shortage, provided the pages are set in a style in which subheads are placed between paragraphs. 4. Failure to follow some such system as that which has just been outlined will result in too much or too little matter being prepared for certain parts of a catalog, and this will mean extra labor, time, and expense. In Fig. 5, for instance, if the writer had written 50 words more, the matter could not possi- bly have been used on this page, and, as the following page was devoted to a different branch of the subject, none of it could have been carried over. The writer would have had to "kill" 50 words somewhere. It often happens that the treatment of one subject will cover a number of pages, but the number of pages that will be devoted to a subject should be determined in advance and the Battery and tool compartments are neatly con- cealed beneatli the dust shield, alongside the running boards— but immediately accessible. The simplicity of the windshields is most pleasinR. No unsightly slay-rods are required to hold them in position. They are all of the clear vision, ventilating type. A rim-lock tire carrier with capacity for two spare tires Is located at the rear. You enter the car and alight from it through doors of liberal dimensions. Door handles are easy of action and so designed that they are not apt to catch the clothing. ' ' The tcide ionnrau doon. the auTiliarv ''at* ncaOv . ' conftalfft. and the electric Ho/it wAic/i Uluniijiafes the entrance Entrance to the driver's seat Is facilitated by the hinged steering wheel which swings downward, but is held securely when driving. As you enter the car you are impressed with the 'roominess of the interior arrangement. The simple luxury of the appointments is inviting. Cadillac upholstery is truly a revelation. It .represents the most advanced developments in .thorough comfort-giving qualities. The covering material is plaited over specially. designed deep coil springs. Extreme inequalities of the road are reduced ,in their effects to the lowest minimum, while minor 'inequalities arc lost in its soft resilience. The entire 'construction is conducive to the very acme of seat- ing luxury. , The seats of open cars are luxuriously upholstered in selected full hides of hand-buffed black leather. Enclosed cars are upholstered In first quality selected fabrics, furnished in a variety of patterns. Auxiliary seats — in cars so equipped — fold snugly into compartments, out of the way when not in ser- vice. This feature is in marked contrast with the cumbersome type which fold against the tonneau sides and interfere with passengers' comfort and convenience. There are pockets in the doors to care for parcels. In every detail there is striking evidence of the care and forethought to provide every comfort, con- venience and facility which the most exacting could demand. And. as you relax and rest from the strain and fatigue which motoring may heretofore have imposed, you appreciate more and more the delight and inex- pressible charm of owning and driving a Cadillac. The €adi]Qac Clientele THE Cadillac lias always been regarded as a car" apart — a car in a class by itself. Today it is ii^ a World of its own. Each year sees the Cadillac become more and more' the car which Is bought, not because its price is what it is, but because of what the car itself b — and because of what it does. It is the choice of the buyer who can easily afford any car, no matter what its price, but who recognizes the advantages of Cadillac ownership and who realizes that he cannot obtain the same advantages in any other car, no matter what price he pays. It is likewise the choice of the buyer who would prefer to pay less for a car but who also realizes that only in a Cadillac is It possible to obtain the adj^ vantages^ which the Cadillac affords. "' There i» copadivJor Fig. 5 8 CATALOGS, BOOKLETS, AND FOLDERS § 19 writer should endeavor to prepare just the required amount ^f matter. Where there is some doubt as to how an article intended to cover several pages will run out, it is a good idea to furnish with the copy some optional paragraphs ; that is, paragraphs that may be used if they are required to fill a space or may be left out if they arc not needed. In such cases, a memorandum should be written near the optional matter, making it clear to the printer that he may or may not use it, according to the need. 5. Some catalogs and booklets are prepared on the loose plan of going ahead and writing as much matter as the various subjects seem to require, and having it set without estimating or having any regard as to how many pages any particular subject may re(|uire. When this is done the only way the pages can be made up well is to let the matter run along in a plain style, without page heads, or to adopt a running-head style. Even then there is danger that copy written up for a 48-page circular will make 52 pages, which will necessitate cither kill- ing four pages of the composition and bringing the number back to 48 pages, or supplying more matter and bringing the number up to 56 pages, a nuiltiple of 8. Besides, the running- head-title style is not suitable where it is desired to make certain features of the catalog prominent. (y. There are catalogs sent out with pages partly filled with text matter and partly blank, but such arrangements, unless artistically treated, are commonplace, and lack the pleas- ing symmetry of the circular with pages uniform as to the amount of matter on them. This criticism does not apply to pages containing special display features ; these are not always expected to be uniform with other pages. A final page of a circular with a little blank space left does not necessarily present a poor appearance. Sometimes, it is better to leave a half page blank at the end of a circular than to put in matter that is obviously of a padded nature, but, as a rule, blank parts of text pages in the other parts of a circular should be avoided. \\'hen blank parts do occur through inability to estimate the amount of matter accurately, and enough appropriate matter Under such conditions, a plain four circle integrating dial as used on most watthour meters may be employed, this dial giving the total readings in ampere- hours of input or output over any period from the preceding reading. Totalizing Duplex Dial A type of dial originally developed for use on meters installed with batteries on head end rail- way train lighting equipment is the du- plex type shown in Fig. 21 . This dial has two sets of integrating circles; one for total charge and the other for total dis- charge, each set of gears having a de- tent arrangement on the first driving gear so that only one set of circles is registering at one time. This type of train may be applied with a meter in circuit where the reversals of current SAN6ANIO eueCTRIC CO. are not at frequent intervals; that is, where there are long periods of dis- charge succeeded' by complete cycles of charge, but cannot be employed with meters on floating batteries or in other cases where there are short cycles of discharge and charge, such as axle generator service. Commercial Applications of Amperehour Meters I" order to oper- ate a battery efficiently and get good service from it, it is necessary to con- trol the charge and discharge as ac- curately and intelligently as possible. With the lead battery the state of charge may be accurately determined by measuring the specific gravity of the electrolyte. There is also a change in voltage with the state of charge that indicates when the battery is fully charged and also when it is fully dis- charged. However, the voltmeter method of determining the state of charge of a battery is not reliable since the voltage depends upon a number of variable factors. The ordmary user of a battery is unable to use a voltmeter with any degree' of assurance. Fig. 6 10 CATALOGS, BOOKLETS, AND FOLDERS § 19 cannot be written to fill them, sometimes an illustration or a trade-mark can be inserted. 7. Estimating- Copy for Illustrated Pages, — The size of the cuts should be decided on first in order to learn approximately how much space they will take up and how much room will be left for text, because printers will charge extra if they must set additional matter after the first proof is submitted. However, it is usually necessary to cut out or add a line or two on some pages of a first proof, no matter how careful the writer may be. It will simplify the work for both the writer and the printer if the exact shape and size of the cut is drawn on the page of the dummy on which the cut is to be used. If the cut is not rectangular, but is of irregular shape, it is advisable to show the irregular shape. This can be done easily by placing the cut on the page in its proper position and drawing a line around it. 8. Handling- of Illustrated Features. — It is in illus- trated catalogs, booklets, and folders that the writer will have opportunity to use his best judgment about good effects in printing. Fig. 6 shows a difficult problem. The balancing of both a light line cut and a half-tone with its heavier weight of color along with the copy is something that requires con- siderable practice in planning. This problem comes up often in catalogs that are highly technical, where both the machine and a diagram of its workings require a showing on the same page. Fig. 6 would have been improved if the half-tone had been reduced in size a little and surrounded with more white space. LAYING OUT THE JOB M.\KIKG IP A Dl -MMV 9. The ability to lay out a dummy neatly will often make it possible for the advertisement writer to get an order that he would otherwise lose. If he will use a dummy showing the cover stock and inside paper, and then paste in clipped illus- trations of a character something like those to be prepared, §1!) CATALOGS, BOOKLETS, AND FOLDERS U letter in the headings of the various sections of text, and draw the borders in the colors that will be used in printing, the adver- tiser can form a good idea of how attractive the finished work will be. If the writer goes to the printer first, the printer can have dummies (blank paper bound in style of the finished book) made up of one or more qualities of paper and cover and in a size that will cut without undue waste. The printer can also lay out a page showing the best effect that he can produce. An experienced writer may have the best ideas and may be able to suggest a better style of page, type, cover, and inside paper than can a printer without a good knowledge of the kind of work wanted, but it is always best to give the printer a chance to recommend and make up a dummy of the paper that is readily available. The dummies that the printers make up are very convenient for planning copy and for showing the adver- tiser the style contemplated. Where printers receive work regularly from an advertisement writer, they are willing to keep him supplied with dummies, free of charge. 10. Outfit for Preparing Dummies. — It is an excel- lent idea for the advertisement writer to have a box of water colors, bottles of red ink and black India ink, and a few brushes to assist him in getting up color effects. He should take care of all the pieces of attractive cover and other papers that he gets. A great many covers of catalogs are printed on one side only, and by reversing such covers they can be used in making up dummies for advertisers. It is also an admirable plan to keep a scrap book in which to paste pieces of printed matter that show good color combinations, typographical styles, etc. ; such a book will prove a valuable guide and will perhaps save much costly experimenting. The sample books that paper con- cerns send out afford many fine examples of good color effects. MAKING PAGE LAYOUTS 11. In order that the writer may make his ideas clear to the printer, he should perfect himself in the making of lay- outs, for by means of these he can determine very closely IL' CATALOGS, BOOKLETS, AND FOLDERS §19 what the finished work will look like and also insure securing the reproduction of his ideas in type. Great care should be exercised in the preparation of layouts, as a very slight mis- take, such as writing the size of the body type wrong, might necessitate the resetting of the whole job. Before making a layout, it is necessary to determine the size of both the cover and the inside pages. If a dummy has been made, these details will have been fixed. Sometimes it is advisable to have the cover lap the inside pages J inch or more ; this style is widely used for high-grade booklets. This is a little more costly than when same dimen- sions are used. 12. Layout for a Catalog. — The various steps in making a layout will be made clear by illustrating the plan of a layout for a 5^"X7", 16-page catalog advertising carpets and rugs, the cover of which is to be printed from type on anti(|ue cover stock, in bright-brown and green-black inks, whik' the inside pages are to be white antique book stock, ])rinted in the same colors as the cover. 13. Cover. — The first step is to lay out the cover design carefully on a layout sheet cut to the proper size and then paste this on the dummy, taking care to allow generous margins. In Fig. 7 is shown a layout that could be used for the cover of this catalog. This production is only half as wide and half as high as the original, and the outside lines are merely to show the size of the page. Note the simplicity of the design and the fact that only the name of the article is in color. Another good color scheme for the design would be to put only the rules or the ornament in color, with the remain- der — that is, the type lines — in the green-black. Note that in Fig. 7 the design occupies only a small portion of the page. 14. Title Page. — In Fig. 8 is shown a layout for a title page of this same catalog. Note the simplicity of design, the generous use of white space, and that the setting is entirely in upper and lower case. Fig. 8 is only half the length and width of the original layout. The outside lines ari' nuMfly to 4 V \% tp \ is ? c o S is JC O J Ql i_ u ifi (C5 Csi o \ \ %. ■ ^- %. "^ ^. : ^ '%' ii^ ^\ \\ ' ■^ Carpets and Rugs y .•* C\h r^^Z''^ .^^ -a ficas - I0.pt. O. S. Rom. leaded Better Kind / I Carpet 1 Harmonv 1 308 § 19 Fig. 9 §10 CATALOGS, BOOKLETS. AND FOLDERS l:^ show the boundaries of the page. The same is also true of Figs. 9, 10, 11, and 12. 15. Body Pag-es. — In Fig. 9 is shown the layout of the first page of body matter with the head "sunk" 4 picas ; that is, placed 4 picas lower than the beginning of the other pages of body matter. The first paragraph is started with an orna- mental initial in two colors, the letter being in bright brown and the ornamental portions in green-black. This is to be page 3 of the catalog, the idea being to leave page 2 blank. Fig. 10 shows the layout of two facing pages of the regular body matter of the catalog properly margined and laid out for the printer. As the booklet is to be printed on white antique stock, Old-Style Roman type will be appropriate for the body matter and Old-Style Antique for the headings and subhead- ings. To make the body pages easy to read, they will be set 21 picas wide, allowing ample margins all around, and espe- cially wide margins at the outside and bottom. It will be seen by referring to Fig. 10 that the subheadings of this catalog are to be set in the margins. These are placed outside the first line of the paragraph dealing with the subject mentioned in the subheading, with about 12 points of space between the side of the body matter and the subheading. The headings are to be squared on the body-matter side ; that is, on the left-hand page, the subheading will be flush on the right-hand side and irregular on the left-hand side, while on the right-hand pages the subheading will be squared on the left-hand side and irregular on the right-hand side. All text pages of this catalog are to have a running head set in 8-point caps. This head is to be centered in the measure, and underscored by a light rule, as shown in Fig. 10. This style gives uniformity to pages without page headings. The layout shows the method of marking the size of type and measure, and will be easily understood by the printer. Figs. 11 and 12 show how the cover page and the title page of this catalog job look when set up. 16. Remarks on Layouts. — These layouts, one for the cover, one for the title page, one for the introductory page, 14 CATALOGS, BOUKLICTS, AND FOLDKRS §19 and one showing the desired arrangement for the regular body pages, are ordinarily enough to convey the writer's ideas to the printer. Piut if some special arrangements are desired for other pages, additional layouts should be made. If the laid-out work is to be submitted to an advertiser for critical inspection, it is well to wait until he has passed on it before writing in the directions about type, etc. In such a case, it would be advisable to make the cover layout on the cover page of the dummy, so that the advertiser can see how the colors of the inks harmonize with the cover stock. The other layouts could be made on layout sheets first and then pasted in the dunimy. If the dummy is not to be shown to any one for critical inspection, directions about type, etc. may as well be written on the sheets at once. FOLDERS 17. General Plan. — The general plan outlined for cata- logs and booklets applies in part to folders, because many folders are simply brief catalogs or booklets. For instance : a folder of two, four, six, or eight pages may be used to describe one or two articles in the same way as a catalog would be used to describe a large number of the same kind of articles. A short essay of a few pages can be put on a folder or a longer essay put into a booklet with more illus- trations and perhaps some testimonials. The first thing to do when planning a folder is to decide how, when, and where it is to be used. The answers to these three questions will determine the size, how many colors are necessary, and whether special illustrations, special shapes, or special folds can be used. 18. Size of Folders. — Package folders are usually of a size that will fit the package either flat or folded. Folders for use with correspondence (known as inserts) or hand-out folders for distribution by dealers are made in multiples of pages which are 3'i in.X6 in. in size, in order to fit, either flat or with one or more folds, a No. 6J envelope. r CO b! bfl c 3 rt ^ o >< 1" T3 r1 ^ -^ c a o cy « jl S cti e-Q fr ►? w *- j: u ^ 4J " M 2 c 0) a O w Ui «ti U - L CARPETS AND RUGS 5S •»^mry,t» o ► CO s 2 • !i O 9 §10 CATALOGS, BOOKLETS, AND FOLDERS 15 Eolders that sell direct by mail or folders sent through the mails to precede or follow salesmen are made to a size that will best fit the subject and cut without waste from standard- size papers or cardboards. 19. Small mailing- folders often have a post card as a part of the folder, to be torn off and returned by the recipi- ent. In that case it is necessary that the folder itself be made of cardboard that has at least the thickness of the regulation government postal card. Where half-tones are used it is imperative that the card- board have a coated surface. It is also necessary to have a coated cardboard that folds without breaking. One paper that meets these three necessary requirements of the stock to be used on small mailing folders is specified as 22^" X28^" — 160-pound Folding Translucent. Instead of 160 pounds to the ream, this stock is sometimes known as 3i-ply. It is made in white and many colors. Samples can be obtained from most paper dealers. As the size of the full sheet is 22| in.X28^ in., the most widely used sizes of small mailing folders are 5^ in.X14 in. and 7 in.Xll in. (which cut eight out of a full sheet), and 8| in.Xll in. and 7j in.X14 in. (which cut six out of a full sheet). Mailing cards that are not intended to fold should be on a heavier cardboard either of a coated or uncoated surface, depending on the kind of cuts used. This heavy cardboard is known as Printers' Blank, and is made from 4-ply up. 6-, 8-, and 10-ply are the thicknesses most used. This stock can be had uncoated, coated on one side, or coated on both sides. Colors in heavy-weight cardboard are very difficult to obtain, and when obtained are not very satis- factory. It is better to use white stock and print a tint block of the color desired on the white stock. Of course, on large orders the paper mills will make the stock of the color desired if the advertiser can wait from 3 to 6 weeks for delivery. I L T 102C-14 10 CATALOGS, BOOKLETS, AND FOLDERS § 19 20. Large mailing- folders should be made of a size that cuts to good advantage from standard enameled or S. & S. C. book papers, because practically all of these folders use half-tones to show the goods, and these require a smooth surface. The most generally used sizes are 19 in.X24 in. (which cuts two out of a sheet 25 in.X38 in.) and 16 in.X22 in. (which cuts four out of a sheet 32 in.X44 in).. Of course the full 25"X38" sheet can also be used if the space is desired to tell the story or the idea behind the plan is to suggest bigness. 21. Extra Colors. — To get attention, mailing folders should ususally be in two colors at least, one dark color and one bright (or light) color. Black alone, or any one color, is, as a rule, too commonplace in present-day advertising. Usually two colors are sufficient, except where a good showing of the product or article requires the use of more. Fig. 13 shows various forms and designs of folders. Fig. 14 (a) shows an attractive folder as folded to mail; Fig. 14 (&) shows the same with one fold open, and view (c) shows the folder entirely unfolded. The size of this folder was 8^ in.Xll in. when flat. 22. Special illustrations should be used wherever* possible for the front of mailing folders. The illustration should be in keeping with and reinforce the message in the headlines on the front of the folder. Stock cuts, which illustrate general phrases, and are sold by concerns that make a specialty of preparing them for small advertisers, are very good when it is a question of keeping down the expense. It is much better, however, to have special drawings made. A folder has more character when the headlines are not strained to meet a general cut. Compare Fig. 13 (a) with Fig. 14(a). Sometimes it is better not to use any picture whatever on the outside of the folder. The message in Fig. 13 (b) would not be improved by the use of either a special cut or a stock cut. A Saving of ^20^ on Every Barrel of Shellac 308 § 19 (b) Fig. 13 Every Architect Should Have This Book of Reference Sent FREE on Application 'c/:i^"rir<%vv («) Some Of The Things That It Contains Battfry and calile SjiecifRations. Wiring Diagrams anrl complete dcsciiptlons of iiitPrii)!' trli'phorie systems for factories, public build- ings, apartinonl houses, residences, etc. A complete and separate boftk of wiring specifications. Valuable information about eiectric reset annunciators, pusli button and other electrical specialties, break-glass lire alarm stations, etc. Not Merely A Catalog But A Book Full of Valuable Dacta and Information In this new Connecticut Cataloc No. 24. One of Our Regular Vestibule Telephone Sett just off the press, we have incorfwrated a large amount of Check and Mail This Post Card .VnJ m- I r-li-r.l.in 308 § 19 Fig. 14 §10 CATALOGS, BOOKLETS, AND FOLDERS 17 23. Special Shapes. — Advertising men are often called upon to get up circulars and folders in odd shapes. The adver- tiser will want something the shape of his package or trade- mark, or something not built at right angles. Circles, octagons, diamonds, ovals, etc. are very attractive, but they are very difficult to produce even by the best of print- ers, and almost impossible to secure except in metropolitan papers. Some advertisers have used round booklets and folders printed by high-grade printers, with the result that only a very few copies were really properly cut out. Fig. 13 (c) shows a mailing card cut to the shape of the product. This card was produced in New York City, where there are several companies that make a specialty of making any kind of die for cutting out such work. This die is made from brass, molded to the proper shape and then sharpened on the edges. Steel rule is sometimes curved and cut for special shapes by the printer and then the cards are cut out by the steel rule design. But where sharp corners are desired a brass die must usually be made. In the original of Fig. 13 (d) the young lady's picture is a part of the second page, and an opening is cut in the first page to make the reader more curious to see the rest of the picture, which shows the young lady using a typewriter — the product advertised. Such square designs can readily be produced by using steel rules, which will be found in the equipment of nearly all printers. Any irregular design should not be planned until the adver- tising man has taken up the matter with either his local printer or some printer in one of the larger cities, and is sure that he can obtain the die for cutting the design. It is well, too, to consider whether the cost is justified. When planning cut-out designs the advertising man must make the size smaller than the size which cuts to advantage from the stock, because the printer must have room beyond the design to handle the cutting. IS CATALOGS, BOOKLETS. AXD FOLDERS §10 24. Special Folds.— Fii,^. 14 ((/) and (b) and Ing. 14 (r) show a mailing folder which folds so that the name which carries the entire circular is sure to be on the post card when it is returned. Fig. 13 (a) also shows this same idea but on a smaller folder. This kind of fold does not require any special or slower work on the part of people who do the folding or the printing. Fig. 13 (c) shows a lock fold with self-addressed postal. This flap end is die cut with steel rule, and in the folding the point is run through the slot, which is also cut with steel rule. This style fold will usually hold the entire folder intact while going through the mails. Fig. 13 (/) shows another method of folding. It is the same as Fig? 14 (c) with the exception that the post card is separate and inserted between two straight slits so that only the name and address on the post card show on the front of the mail piece. As the cutting is straight lines with steel rules, it can be done by almost any printer. The folds shown in Fig. 13 (c) and (/) are used where a strong appeal is made to return the card. M.\.KIXG FOLDIOR I.AVOITS 25. The methods followed for laying out booklets and catalogs can also be used for folders to be used in packages, for counter distribution, or for correspondence inserts. Li making layouts for mailing folders, the advertising man must be careful in estimating the amount of copy for each section of the folder, because the size and position of the dis- play lines and pictures is important and they must be logically arranged for the best selling force. Also, the colors nuist be chosen and placed with the idea of strength as well as good taste. Fig. 15 (a) shows the layout for the front fold of the mail- ing folder shown completed in b^ig. 14. which was issued primarily to interest architects to the extent of making them ask for a new catalog. Note in the second fold [Fig. 15 (/')] it will be seen that the address used to carr\- the folder is the same one that shows Some Of The Things That It Contains H.iltiTv ^md (■al)lp spi-cificitions. Wiling Diiigrams antJ complt'le descriptions ol mtcnor trlcpliont- syslcms for fiiclorios, public build- push bi-.tton and otlicr cic-ctrical specwiucs. break-glass fire Not Merely A Catalog But A Book Full of Valuable Data and Information In this new Connci li. ul ( ntnlou Nii. .'-t. jn-l nfl the |,i.--is, wo have incorporalcd a large amount o( inlorniati l»---in iirtfei k. make i! a b<>i>k of reference. Il is more than a mere catalog of C'onneclicul ii\lerioi telephones and elcitiicil produc t», wincli are fully deserilx-d and illustrated in the book. Write for this book, ll will be mailed free to nnv archilcel who checks, signs and mails to us the p.)sl card alia, bed |„.K,w, Do this now. lesl you oveilook ihc M.alU , l.,i. , IIBS&533135I Cordless Vestibule Sets 1 lere'saveslibulesel thnl'san innovation -nolhini; '11... ..• ■ , designed I.., ai,... Patent Applied Fo "Push Button-Then Talk" ll,al\s.,ilvo»,l..edd., I'ushlhebullon. w.nl nil vou hear the answer-dien talk k>w'ard the perfoiateti sound ojx-ning. You need not stand close— vou can even stand ten feet away and yr.ur' voice will 1« heard |K-if<-ctly at the other end. Tlll> rul.iiess vesulmlr »et .r. I>nl one ..f n...nv CVinncxtK 111 fe.iturcs winch wc Ii.ivc put ..n tfie iM.trkrl iilirml of iKe limes in mir lwent>- yeftrs ..( iii.tiiiilarluring experience. Connr. kriil Roocl?. nre qu,-ifi!v T>rorlin-(». spc ..f.e.ll.v l.-.„li,„- Mf. lulc.rs .vcvwhrir C. t .,<»».v«-fcuA» («) % Some oi ihe Things 1 hai Ait i t Contains I Not r^eret^ A Catalog But A Book Full oi Vdludble Data 4nd ln^oirmati( One of Vest'tbulf Telephone Sets Check iLud Mail Thh Post Card I \ ^