v?ss=^- g &&&-&& j& a retail store; wholesalers, jobbers, brokers, importers, commission men, and sales agents commonly referred to as middlemen, one or more of whom usually handle manufacturers' products before they are placed on sale in retail stores. QUALIFICATIONS FOR ADVERTISERS 11. The advertiser that hopes to do the most successful advertising should either have or acquire three distinct qualifications, of almost equal importance, which will be described in detail. 12. First Qualification. The most important qualifi- cation is the ability to study the prospective market for the article or service to be advertised to gauge, with reasonable accuracy, the existing demand or the demand that could be created, and the competition; to form a fair mental picture of the prospective customers, and to learn their whereabouts, needs, tastes, prejudices, ability to purchase, and manner of reasoning; and to devise an effective advertising and selling plan. The best advertisements will accomplish little or nothing unless the manner of circulating such advertise- ments is thorough and economical and unless a way is pro- vided by which prospective customers can buy conveniently. The working out of a plan for the marketing of the goods and for advertising them in an effective, economical way 6 GENERAL DEFINITIONS 1 must be done before the advertiser can proceed intelligently to the writing of advertising matter. "Sizing up" the market and deciding on the selling plan is sometimes easy, and at other times a most complex problem. If the advertiser is a haberdasher with a new stock of Manhattan shirts, he is usually restricted to a selection from five or six methods of notifying prospective customers: exhibiting samples of the new goods in his windows; making an announcement through the newspaper; se.nding a letter or folder to a mailing list of prospective customers; using street-car cards, posters, or theater pro- grams. The newspaper is ordinarily the mainstay of the retailer, but he is not restricted to it. But some retailers reach out farther than the immediate community and offer to receive orders through the mails, and the problem grows a little more complex. The problem of the manufacturer is usually still more complex. Will he offer to sell direct to the consumer or will he sell through retailers (or first through jobbers and wholesalers, then to retailers), and let the purpose of his advertising be only to influence the prospective customer to go to the retailer for the article? Or, will he aim mainly to send the prospective customer to the retailer but at the same time offer to supply direct in case the retailer will not fill the order? Shall magazines, newspapers, car cards, posters, signs, programs, or circular matter be used, or several of these mediums? Is it best to try at the outset to create a demand over the entire country, or to concentrate the advertising in a small section of territory, gradually enlarging this territory? What is the best way to interest retailers? These are problems requiring much judgment and a good understanding of trade conditions. Not all articles can be advertised successfully to the general public. A soap could be; but there would be so few prospective purchasers for a $125 pneumatic riveting-hammer in any community of 100,000 people that advertising to the general public would not be practical. In the case of the hammer, the advertising would have to be directed exclusively to a special class. 1 GENERAL DEFINITIONS 7 This first qualification necessitates that the advertiser shall study human nature and that, in planning, he will ask him- self, "What would appeal to these prospective customers?" rather than, "What would appeal to me?" If he is planning to sell something to women, he must see, in his mind, the particular type of woman he is trying to influence; he must understand her circumstances and her manner of reasoning and learn what plan of selling would be most successful in dealing with her. If he is attempting to sell something to farmers, he must have a correct understanding of farmers and of their probable attitude toward the advertised com- modity. It is not always easy to do this. For example, one advertiser trying to appeal to farmers will have in mind the "Uncle Josh" type; another will swing to the other extreme and picture the farmer with his automobile and high-priced piano. Both of these types of farmers exist, but neither truly represents the great mass of farmers. 13. Second Qualification. The second essential qualification is the ability to study the article or service an'd to see the features that will appeal favorably to prospective purchasers. This necessitates that the mind shall be kept open to impressions and that the advertiser shall cultivate the keen investigating spirit of the good news reporter. A single feature of an article or a service that might be easily overlooked or undervalued is sometimes the key to success- ful advertising. A certain revolver that has had extensive sales during the last few years owes its popularity to a lock mechanism that makes it impossible for the revolver to be fired unless the trigger is pulled. It took a keen mind, how- ever, to see that the fear of accidental discharge is what keeps thousands from purchasing revolvers, and that this revolver would overcome that objection to a large degree. 14. Third Qualification. The third qualification is a reasonable amount of skill in writing, so as to be able to put into clear, concise, well-arranged, interesting language the features about the advertised article or service that will influence people to buy. Along with this ability, there 8 GENERAL DEFINITIONS. 1 should be some knowledge of illustration, printing, and engraving methods, and comparative values, under varying conditions, of newspapers, magazines, street-car cards, posters, catalogs, booklets, letters, and other mediums for advertising. 15. Importance of Possessing Qualifications. It will be seen, therefore, that the advertiser hoping to do the most successful advertising should build up more than the mere ability to "talk in print." He should have as much general knowledge of a business as any one connected with it, and his knowledge concerning the manufacturing (or buy- ing) department and the selling department should be par- ticularly good. There are successful advertisers that do not possess all three of the qualifications outlined. All three are not abso- lutely indispensable. An advertiser that cannot write well, for instance, can employ some one to write for him; but it would be better, nevertheless, if he could do the writing himself, even if he does not always do it. METHODS OF MARKETING PLANS FOLLOWED BY MANUFACTURERS AND DEALERS 16. There are five principal ways by which the adver- tiser can market his goods, depending on whether he is the manufacturer of the goods or a dealer in them: (1) Manu- facturer to middleman, then to retailer, then to consumer; (2) manufacturer to retailer, or agent, then to consumer; (3) manufacturer to consumer direct; (4) mail-order dealer to consumer; and (5) retail dealer to consumer. 17. Selling Through Middlemen and Retailers. In former times the manufacturer had no direct dealings with the retailer or the consumer and had to depend entirely on middlemen to dispose of his goods. The consumer had prac- tically no way of learning how, by whom, and of what the 1 GENERAL DEFINITIONS 9 goods he bought were made, and had to rely entirely on the retailer's word. The retailer in turn was wholly dependent on the middleman or his traveling salesman, the drummer. The middleman was the only one in the chain that dealt direct with the manufacturer, and since the middleman con- trolled the market, he was able to dictate to the manufacturer the kind and quality of goods to be manufactured, and also the price to be charged. Gradually, however, manufacturers began to trade-mark their goods and to advertise to the con- sumer. This induced the consumer to ask the retailer for a manufactured article by name, which resulted in a demand by the retailer on the middleman and, finally, by the middle- man on the manufacturer. The manufacturer in this way secured a hold on the market, and the middleman has become of much less importance, until today he is in many instances only a distributor of the advertiser's goods. A few large manufacturers deal direct with the retailer or sell to the consumer through agents that they appoint, thus cutting out wholesalers and jobbers entirely, but the middle- man will always continue to be an important link between most small manufacturers and the retailer. Since the manufacturer must usually depend on the retailer to deal with the consumer, it is evident that the advertising must be such as to bring the retailer and the consumer together. As already explained, general publicity accom- plishes this object. 18. Manufacturer to Consumer Direct. The form of marketing in which the manufacturer sells direct to the consumer, sometimes called selling from factory to con- sumer, is employed by the manufacturer of one or a few lines of goods in order to cut out the profits of the middle- man and the retailer and to obtain direct control of the market. In spite of the large amount necessary to be spent in advertising such a business, the manufacturer often makes as large net profits as by the old-established, indirect method sometimes larger profits and at the same time forms direct relations with each customer. 10 GENERAL DEFINITIONS 1 When the consumer lives at a more or less distant point and the manufacturer sells to him .direct, it is evident that such a business is entirely mail order in both its marketing and its advertising methods. This method of marketing is becoming more and more extended in many lines of trade, and is not entirely confined to manufacturers. In some cases, a company will contract for the entire output of one or more factories making a certain kind of goods, and will use the mail-order method of selling this output. 19. Mail-Order Dealer to Consumer. As in the case of the mail-order manufacturer, the mail-order dealer sells direct to the consumer, but instead of manufacturing the commodities sold, the mail-order dealer buys them from the manufacturers, commission men, wholesalers, importers, etc. In exceptional cases, mail-order dealers manufacture a few goods they sell, but, as the term implies, the mail- order dealer is primarily not a manufacturer, but a retailer by mail. The consumer orders and pays for the goods by mail, and they are forwarded to him by mail, express, or freight. An order may result: (1) from an advertisement, (2) from the advertiser's catalog sent in response to an inquiry, or (3) from a letter sent out to "follow up" an inquiry. 20. Kinds of Mail-Order Dealers. Mail-order dealers are of two kinds: specialty mail-order dealers and general mail-order dealers. 21. Specialty Mail-Order Dealers. Dealers that sell by mail and handle Jo w-priced articles, such as novelties, cheap jewelry, cheap books, and so on, or those who handle merchandise of only one kind, books, for example, are generally classed as specialty mail-order dealers. The capital of a company of this sort is usually small, and frequently the business is operated as a side line. The goods are usually obtained from manufacturers or whole- salers that make a business of supplying this type of dealer, and the stock carried is small. Owing to the small capital and the low price of the goods, a firm of this class 1 GENERAL DEFINITIONS 11 usually cannot afford large catalogs, but relies on its advertisements to make 'sales. 22. General Mail-Order Dealers. Owing to the immense stocks of general merchandise carried, which dis- tinguishes them from specialty concerns and mail-order manu- facturers, general mail-order dealers may be regarded as large retail stores that sell from a distance by mail instead of over the counter of the local store. General mail-order houses cater to residents of the country and small towns, and by quoting lower prices and selling many things not obtainable in country general stores, they are gradually getting much trade away from the local retailers. The first of these general mail-order houses gradually evolved from a small company that sold watches and jewelry by mail into an enormous supply house that carries in stock practically everything that can be bought, in any retail store. Because of the large and varied stock and the low prices, general mail-order houses are often called the "farmers' department stores." They are also called catalog houses^ because they depend largely for their sales on the catalogs sent out in response to inquiries. The advertisements of general mail-order dealers may be intended to produce direct orders, but usually the first purpose is to draw inquiries. When inquiries are received, a catalog: is sent to every inquirer and is relied on to produce orders. Sometimes the name "catalog house" is applied to a manu- facturer that does mail-order business, since his methods are somewhat similar to those of the general mail-order house. There are only a few large companies of the general mail- order variety, but there are many small ones that may be regarded as intermediate between the specialty mail-order company and the general mail-order company. Many mail-order advertisers have a system of "following up" their catalogs with a series of soliciting letters. 23. Retailer to Consumer. The way in which the retail dealer disposes of his goods is too familiar to need any explanation. This method of marketing is similar to 12 GENERAL DEFINITIONS 1 mail-order methods in that the consumer buys direct from the advertiser, but differs from it in that the purchase is made by the consumer in person instead of by mail. Another difference is that the retailer usually appeals to the local public only, while the mail-order advertiser generally covers broad territory. The retail advertiser's general aim in many cases is not so much to sell the particular goods advertised as it is to promote business as a whole. The advertised article serves as a magnet to draw people into the store. It is then the salesman's duty to sell additional goods, thus insuring a good total profit. Of course, many times it is particularly desired to sell the advertised goods, but if the sales stopped there in every case, the profits as a whole would be small. So well is this fact realized that many retailers, particularly department stores, often sell goods at little or no profit, and sometimes at less 'than cost, simply to serve as "leaders" to get the crowd 'into the store. Once in the store, enough other goods will often be purchased at regular prices to make the advertising a paying investment, or a single purchase may be so satisfactory that a new regular customer will be gained. Retail advertising also serves to mold public opinion, so that the advertiser will get a reputation for progressiveness, for fair dealing, for selling good merchandise at fair prices, etc., and these have an important bearing on the business in general. Naturally, it is of the utmost importance that the impression created by the advertisements shall be supported by the goods themselves and the store service, so that the customer will patronize the store continually. 24. The department stores of the large cities represent the highest development of the retail method of marketing. Outwardly, such a store is merely a huge establishment that sells a great variety of merchandise; in reality, it is a collection of practically separate stores or depart- ments in some cases more than 100 under one general management. 1 GENERAL DEFINITIONS 13 In a strict sense, the name department store applies only to a store that carries practically all classes of goods; but in some instances a store that handles only one general line, dry goods, for instance, grows to great size, adopts the department plan, and is called a department store. In fact, there is no definite dividing line, and the gradations between the department store and the small retail store dealing in only one kind of merchandise are many. In the smaller towns and country districts, stores that carry a great variety of merchandise are called "general stores" rather than department stores, because there is no separate management of departments. 25. Combination Methods of Marketing. It must not be concluded from the foregoing paragraphs that the methods of marketing and of advertising are always kept distinct, for such is not the case. As previously mentioned, many manufacturers that dispose of their goods through retailers also maintain mail-order departments. Retailers, particularly department stores, often conduct such depart- ments. General mail-order firms sometimes operate retail stores. In a few instances, manufacturers operate retail stores for the sale of their entire product, or a part of it; the Regal Shoe Company does this. Hence, the advertising of such firms, as well as their marketing, may be a combina- tion of two methods; in fact, their advertisements may be so written as to appeal to two classes of buyers at once. CONSUMER'S PART IN SALES 26. It takes two to make a sale the seller and the buyer. Hence, in addition to the advertiser's method of marketing, the consumer's part in the sale must be con- sidered. It is not enough for the advertiser to tell the consumer about the goods; the consumer must make the effort to obtain them. Naturally, it is important that this action on the consumer's part shall be as easily performed as possible, and that he be strongly urged at the proper point in the advertisement to take the desired step. 14 GENERAL DEFINITIONS CONSUMER'S PART IN THE INDIRECT SALE 27. In an indirect sale, the consumer gets the article at the local retailer's store. To make this easy, the general advertiser usually aims to have his goods widely distributed among retailers. This fact is made known in advertise- ments by such phrases as "At all dealers," "For sale every- where," "Ask your dealer." Since general advertising does not depend on immediate sales, sometimes not even such suggestions as these are given, the reader being left to infer that the article is so well known and in such demand that it is carried in stock everywhere. If the goods are not widely distributed, as is often the case with a new product, the advertisement may read, "If your dealer hasn't it, send to us for sample"; or, if the article is of such a nature that sampling is impracticable, the advertisement may read, "If your dealer hasn't it, we will send it to you on receipt of price." The latter case closely approaches mail-order advertising so far as the first sale is concerned. However, the purpose in such a case is not to build up a mail-order business, but simply to enable the consumer to get the goods easily and at once while the desire for them is strong and to influence the retailer to place an order. As soon as the local dealer puts in a stock of the advertised goods, sales are made through him in the regular manner. The Gillette safety razor was originally sold almost altogether by mail, but as soon as dealers generally were induced to handle it, the mail-order method of selling was abandoned except for reaching prospective purchasers who could not go to a retailer. A combination general and mail-order advertiser, that is, a dealer that makes a practice of selling both through the retailer and by mail, would make some such suggestion as, "Get it at your dealer's, or we will forward it to you on receipt of price." Sometimes, the general advertiser sells his goods through special agents. The largest retailer in each town or locality, or the one with whom the most advantageous arrangements 1 GENERAL DEFINITIONS 15 can be made, is usually appointed sole agent for that par- ticular territory. The consumer is then instructed, "Go to our local agent." Sometimes the list of local agents is given in the advertisement. This list, in the case of news- paper advertising, may be made up of a number of retailers in one territory. In magazine and trade-paper advertising, the list is usually composed of agents or retailers from different cities. 28. The general advertiser occasionally uses his adver- tisements to further the marketing of his product in another way. The consumer is urged to "Send 4 cents in stamps (or, so many wrappers or labels taken from the goods) for a book of dainty receipts"; or, to "Send us name and address of your dealer and we will mail you our new calendar (or booklet or sample)." Consumers' names obtained in this manner and from requests for the goods direct, are used by the general advertiser to prove to retailers that are reluctant to carry the goods in stock that a demand for the goods already exists. The names serve as an entering wedge to force retailers to buy a supply. Sometimes, if retailers will not purchase a stock outright, goods are shipped "on consignment" to be paid for when sold, or to be returned if not sold. The retailers' names obtained through replies to advertisments are used either to make up mailing lists of local dealers or to check lists already made up. CONSUMER'S PART IN THE MAIL-ORDER SALE 29. In mail-order business, the greatest obstacle to overcome is the natural hesitancy the consumer has in buy- ing any article without first having seen it. This drawback is not so great as formerly, however, because the public is becoming more and more accustomed to dealing by mail and to placing greater confidence in advertising. Whenever the price of the article is at all high, however, it is always advisable to make some arrangement whereby the purchaser can get a better idea of the article and the advertiser's 16 GENERAL DEFINITIONS 1 methods of doing business than can be given in an adver- tisement. A few of the common arrangements are outlined in the following paragraphs. 30. Since goods sold by the specialty mail-order dealer are usually low-priced, no special arrangement is necessary, and the suggestion to the customer reads something like, "Send 10 cents (or whatever the price may be) in stamps or silver." The general mail-order house and the mail-order manu- facturer, however, may ask the consumer to do one of several things. 31. Sending Money With Order. General mail-order dealers usually request that money be sent with orders if the article is comparatively low in price and if it is possible to give an adequate idea of the article, the terms, etc., in the advertisement. If the price is more than one dollar, however, mention is usually made of a booklet or a catalog that gives further particulars. Unless the instalment plan of payment is offered and the buyer has an opportunity to see his purchase by paying a small sum down, he is not likely to order something that costs five or ten dollars until he learns more particulars than an advertisement of ordinary size affords. 32. Sending for Catalog or Booklet. The adver- tisement that invites the reader to send money but at the same time offers a catalog or booklet in case further information is desired before the order is sent, usually effects some direct sales from those who have confidence in the advertiser or do not care to know more about the goods. At the same time, this method enables the "doubting Thomases" to get all additional infprmation that may be desired. Again, it may be impossible to give all necessary information within the scope of an ordinary advertisement, and a catalog or a booklet is therefore a necessity. In the case of high-priced articles, it is frequently impossible to close a sale by means of the advertisement alone, and it is not the best plan to try to do so. For instance, no person 1 GENERAL DEFINITIONS 17 is likely to order a pjano or a suit of clothes merely from reading an advertisement. In such a case, the purpose of the advertisement would be only to interest, not to close the sale. When interested, the reader will send for the catalog, and the aim of the catalog will be to close the sale. Very often, in addition to sending a catalog, the dealer will have an agent or a representative call on the inquirer. A catalog or a booklet forms an essential part of nearly every mail-order enterprise, and is sent to every one that answers an advertisement, whether a request for the litera- ture is made or not. 33. Selling Goods C. O. D. The plan of buying goods C. O. D. (collect on delivery) with the privilege of examination at local express or freight office, enables a purchaser to see the article before buying. The expense is usually borne by the advertiser if the article is not satis- factory, for in that event he agrees to pay transportation charges both ways. 34. Selling Goods on Trial. The scheme of selling goods on trial is a strong one, because the consumer is enabled to examine the article thoroughly and to test it by actual use. The advertiser usually agrees to refund the price paid if the article proves unsatisfactory. 35. Offering Sample. In case the goods permit of sampling, the general mail-order dealer or manufacturer can effectively use the plan of submitting samples. As a general rule, a sample, if the goods are attractive, is more convincing than mere description. 36. Goods on Trust. In some cases, advertisers are willing to send their goods on request ("Send no money," etc.). A small deposit is usually required, however, as evidence of the prospective buyer's good faith, and also to cut off any requests due to idle curiosity rather than a desire for the goods. The deposit is refunded in case no sale is made, but is applied to the total price if a sale results. Many advertisers have plans of determining whether or not 18 GENERAL DEFINITIONS 1 a prospective purchaser is reliable before sending out goods on "trust" arrangements. 37. Methods Used to Hasten Replies. When the mail-order advertisement has convinced the reader of the desirability of the goods and has shown how easily they may be obtained, there are still two obstacles to be sur- mounted. These are the tendency to delay and the aversion many people have to writing letters, particularly business letters. There seems to be a natural tendency toward putting a thing off until tomorrow or some other more favorable time, and the advertiser knows that in most cases, when the reader puts off inquiring, it results in loss of interest and failure to inquire at all. Hence, at the close of the adver- tisement the advertiser tries to get the reader to reply at once. "Write today," "Don't delay, write now," etc. are familiar forms of admonitions. 38. The dislike of writing letters often arises from ignorance of how to write a letter properly. Many adver- tisements, therefore, close in this way: "Simply send us a postal saying, 'Send me your catalog No. 6.' " Some firms print a coupon in each advertisement, and thus make it a simple matter for the reader to order or to send for a catalog. All that is necessary is to fill in a few blank lines and mail the coupon; no letter is needed. From the advertiser's point of view, the coupon is very valuable, since it provides desired in-formation about the customer (such as full name, address, etc.); also, if a "key" of some kind, such as a letter or a number, is put on the coupon, it will show which advertisement or publication brings the inquiry or the order. The experience of mail- order advertisers shows that the coupon method is an effective way of increasing inquiries. In some instances, the use of a coupon has increased inquiries 50 per cent. A variation of the coupon idea is to ask the reader to cut out the entire advertisement and send it along with the letter asking for particulars. GENERAL DEFINITIONS 19 CONSUMER'S PART IN THE RETAIL, SALE 39. Retail sales are usually made in the store, but they may be made by telephone or at the consumer's house by an order clerk. In any case, the consumer's part in the sale is to get in touch with the retailer. In the retail field, the advertiser and the retailer are the same individual, and the sale is a direct transaction between the consumer and the advertiser in person, or his salesman. In addition to advertising his goods, the retailer may offer, as inducements to cause the consumer to trade with him, various features of his store service that make shopping easy and pleasant. These features include quick service, accessi- bility of store and its departments, careful attention to tele- phone orders, free delivery of purchases, trading stamps, etc. The retailer may supplement his advertising in news- papers, circulars, street cars, etc., by attractive window dis- plays and show-cards. He may also have demonstrations in his store; that is, have some one demonstrate the use or quality of a certain article. Most retail purchases are either cash transactions or on the monthly account basis, but many stores now urge the opening of credit accounts. "Pay a little at a time," "A few dollars now and then," and similar ideas prove attractive. 20 GENERAL DEFINITIONS DETAILS GOVERNING ADVERTISE- MENTS THE PROSPECTIVE CUSTOMER 40. The salesman deals with one customer at a time, but the ad-writer deals with thousands. The simplest way to deal with those to whom the advertisement is addressed, is to consider them as a composite prospective customer and to write as if a single person were being addressed. Before this can be done, however, a careful study of the prospective customers must be made, and their leading characteristics, habits, needs, prejudices, and manner of reasoning deter- mined. Then the ad-writer should keep in mind an imagi- nary person that possesses all of these characteristics, habits, needs, etc., and address him. 41. The nature of the article to be advertised usually determines the class of people to whom the advertisement should be written. If the article appeals to the public in gen- eral rich and poor, men and women, city man and country man the ad-writer's task is comparatively easy, for it is simply necessary to keep in view general characteristics that are possessed by most classes of people. When advertising to a special class, however, all the characteristics of that class should be considered with special reference to the proposition in hand. The advertising man employed by a firm selling to one special class of people, such as farmers, can study this par- ticular class thoroughly. He should get all the general infor- mation possible, and should study replies to advertisements and correspondence with customers. Talking with cus- tomers, listening to conversations between salesmen and purchasers, etc., will also prove valuable. 1 GENERAL DEFINITIONS 21 The advertising-agency ad-writer, who writes advertise- ments for many firms and about a great variety of goods intended for many different classes of people, has the hardest task of all ad-writers, for the reason that it is not always possible for him to study, at close range and from every point of view, the people that should buy the advertised article. A more or less thorough application of this "composite-cus- tomer" idea, however, can be made in any case, and it will tend to increase the effectiveness of the advertisements. THE MEDIUM 42. Definition of Advertising Medium. A medium is an agency, or intermediary, through which a person acts. Hence, an advertising medium is simply a means of con- veying the advertising message. In a broad sense, the term may include anything used to attract attention to goods for sale. According to this interpretation, therefore, store signs, show-cards, counter and window displays, etc. are adverti- sing mediums. In the restricted meaning, however, medium is a term applied only to (1) newspapers, (2) magazines (this division includes class papers, such as magazines for civil engineers, printers, farmers, etc.), (3) street-car cards, and (4) posters and painted boards. Mediums other than these four classes are sometimes called supplemental adver- tising mediums, because they are used, as a rule, to supplement the principal mediums. Catalogs, booklets, letters, theater programs, and moving signs are ordinarily in the supple- mental class. 43. Selection of Mediums. Each of the classes in the preceding list of mediums may be further subdivided into smaller groups, every one of which has characteristics that separate it from other subdivisions of the same class. Finally, each separate medium, such as a certain newspaper or magazine, differs in one or more particulars from all the others. The advantages and disadvantages of a medium should be studied with care before a decision is made as to 22 GENERAL DEFINITIONS 1 its value as a means of reaching prospective customers. The advertising- man should know for what medium the advertisement is intended before writing it, for not until he knows this and understands the character of the class that the medium reaches can he do justice to his ad-writing work. Millions have been wasted because of the injudicious selection of mediums. Farm magazines are no more the proper mediums for the advertising of high-priced touring automobiles than are city dailies for the advertising of farm fertilizers. In selecting mediums, the advertiser should not be guided by what he sees and reads, but should ascertain what his prospective customers see and read, how many of them see and read any given medium, and whether such medium is seen and read under circumstances favorable to the good effect of the advertising. Mail-order advertising is conducted principally through genera] magazines, class magazines, and newspapers of large circulation. General advertising is conducted through general maga- zines, some class publications, newspapers, street-car cards, bill boards, etc. Retail advertising, being intended to reach local territory only, is usually conducted through local newspapers, supple- mented by street-car cards, painted boards, etc. THE ADVERTISEMENT FUNCTIONS OF ADVERTISEMENTS 44. The Advertisement as a Salesman. It is fre- quently said that an advertisement is "salesmanship in print." This is strictly true only in mail-order advertising, and then only when the sale is made entirely through the advertisement. Most advertisements are salesmen in only a limited degree; usually, the purpose is to get prospective customers sufficiently interested to take some definite step toward investigating or obtaining the goods. This step may 1 GENERAL DEFINITIONS 23 be more or less conclusive, according to the result desired by the advertiser, but the actual making of the sale is usually effected by an additional selling force, or "closer." In the case of general and retail advertising, the closer is the salesman of the retail store. In the case of mail-order advertising, the advertisement is the closer if the sale is made without the use of catalog or "follow-up" matter. Ordinarily, the mail-order closer is the catalog sent in response to the prospective customer's inquiry, or the letter or circular sent out to "follow-up" the catalog. 45. Chief Functions of a Complete Advertisement. A complete advertisement, to be most effective, should (1) attract favorable attention and awaken interest; (2) create desire; (3) carry conviction; (4) inspire confidence; and (5) influence the reader to buy. 46. Attracting favorable attention and awakening interest are accomplished by appropriate headings, by attractive, informing illustrations, and by good typographical display. 47. Creating desire is accomplished by appealing to the senses of sight, hearing, taste, smell, and touch, as well as to the desires, needs, sentiments, emotions, and prejudices of the reader. 48. To carry conviction, the advertisement should appeal to the reader's reason should show by logical information and argument why he should buy, and should answer the objections in his mind as to the necessity or desirability of the article or service. 49. Confidence is inspired by an earnest style and the avoidance of extravagant claims. 50. Influencing the Reader to Buy. If the work thus far has been well done, and the article has merit, the reader may be induced to buy or to investigate further by stating the price; by explaining why it is a proper price; by giving the terms of payment, if necessary; by offering to send a booklet or a catalog that will give the price, terms, 24 GENERAL DEFINITIONS 1 and further information; and, finally, by stating who has the article and where it can be found, that is, the firm name and address. Such special information as the telephone number, free-delivery offer, etc. should follow. Usually, some sug- gestion is made near the end of the advertisement to induce the reader to act. The following are common examples of these suggestions: "Ask your dealer," "Send us your order," "Send for catalog," "Fill out and mail the coupon. Do it now," "Come in and see this piano." 51. Complete and Incomplete Advertisements. An advertisement that possesses all of the preceding func- tions may be called a complete advertisement. But every advertisement does not possess all of these functions. t3cto7Sce.ch. Women's $1 Matinee Suits at SOc women's $450 e lot of tnese. so be on 75c Rubber Glow.,2Sc Misses' Jumper Suits : Half Price Tet there', every rtason. apparently, while they cbnuM be full price. The frocks are the very styles that are on the crest of summer fashion. The maker", lots he'd need for cjui.-k money. So the $1.75, Itutead of $3.50 The; are of cross-bar percale a atyliah white and black c imbi- Knri. For .'$' 18. tiu"e'.. e n wiu'lake "d'r.'nt.'g'.of th new,. No doubt the. froek, lll go like a whirlwind FIG. 11 17 18 COPY FOR ADVERTISEMENTS 2 The Uses of Corn Starch The time is past when corn starch was merely a basis for des- sert. It is now recog- nized by expert cooks everywhere to be one of the most unique and help- ful aids to better cooking and baking ever introduced. It is invaluable as an energy-' giving food. DURYEAS' Corn Starch stands first, highest and best. Its delicacy and uniformity make it incomparable for deli- cious desserts; its purity and wholesomeness give it added food value. You cannot af- ford to be without our free Book of Recipes and Cooking Suggestions In this book Alice Gary Waterman and Janet M. Hill, two of America's fin- est cooks, give personal advice and suggestions which cannot fail to help you. Postal brings copy free. All grocers, pound packages loc. NATIONAL STARCH COMPANY. New York Build Flats in New York Safest Investment in the World Building lots located three miles from Herald Square, New York City, in Queens Borough. Cars pass property now; will run through Belmont tunnel in June. First station out from New York on Long Island Railroad [Pennsylvania Tunnel line] within two blocks of property. Lots within three blocks of the point of connection between the Long Island Railroad system and the New York, New Haven, and Hartford Railroad system, at which point a fine Union Station is now going up. This is the closest lying development in the entire city! One mile from terminal of Blackwell Island Bridge. Values will double in six months. One hundred two-story brick flats being built on the property. Get in with the Scranton builders by purchasing lots this week. All lots will be sold within ten days. $4,OOO Pays $60 a Month You can build a two-family brick flat for $4,000. This will rent for sixty dollars a month and by paying cash or half cash for lots, we will furnish a building loan, taking first mortgage on the property for the entire cost of building, interest b\ per cent. Or, we will sell you lots on instalment plan, payments covering a period of forty months. Build- ings already constructed on property were sold and rented before com- pletion. Drop a postal, call on or telephone the Scranton Agent today; next week will be too late. See S. M. Myers, Board of Trade Bldg. Old 'Phone 9O*R Scranton, Pa. FIG. 13 20 COPY FOR ADVERTISEMENTS 2 adjoining matter (see Fig. 11) or form part of a sentence of text matter. In the latter case, the subheading usually comprises either the first or the last words of the sentence, although sometimes it occurs in the middle. In Fig. 12, the subheading dealing with the free book is the final part of a sentence. In some cases, subheadings are used that may be read in connection with the heading (see Fig. 13), thus forming, in themselves, a sentence or a series of connected ideas. This scheme is good if the effect is not strained. If possible, each subheading of the series should be selected so as to serve as the heading of the section of copy it precedes as well as to connect with the other headings. The remarks regarding conciseness, originality, etc. apply to subhead- ings as well as to headings. BODY MATTER THE INTRODUCTION 20. Purpose of the Introduction. The chief pur- pose of the introduction is to maintain the interest aroused by the heading until the important parts of the advertisement are reached. In other words, the introduction serves as a connecting link between the heading and the remainder of the copy. The introduction may vary in length, from a short sen- tence to several paragraphs. Formerly, it was customary to use an introductory paragraph in practically all but reminding advertisements. Nowadays, this feature of copy is in less common use, and in many cases is omitted entirely. The public as a rule is too busy to read any but short intro- ductions. In fact, many people make a practice of skipping anything that looks like an introduction. If, however, the introduction is very pertinent, as in Fig. 14, it may actually develop interest and cause some persons to read the advertisement that would otherwise skip it. Fig. 15 affords 2 COPY FOR ADVERTISEMENTS 21 another example of effective introduction, the remarks on the needs of the nerves leading logically up to the description of the article advertised. In a case like Fig. 15, it is some- what difficult to interest readers with a mere description of the article. Fig. 16 shows another example of appropriate introductory matter. Dish Water that Digs TAKE a very old coffee-cup, or a dish, that is crisscrossed with lines and yellow from use. Wash it thoroughly with soap and water. Dry it. Hold it close to your face, and then sniff'. That sour, unpleasant odor tells you that there are decayed food particles and germs lurking in all of these tiny cracks. And that soap and water have had no effect upon them. Even the finest new china will absorb impurities and health-menacing germs so will tinware and utensils. Now you see how important this matter of dish washing really is and how necessary it is to have dish water that digs. GOLD DUST Is a positive antiseptic that goes deep into hidden places routs every germ. No soap, borax, soda, ammonia, naphtha, kerosene or other foreign ingredient needed with GOLD DUST Gold Dust is an honest vegetable-oil soap, ground into a smooth, golden powder. It in- stantly dissolves in hot or cold, hard or soft water, produces its own rich lather, and does all of the hard part of the task. For washing clothes and dishes, scrubbing floors, cleaning woodwork, oil clolh, silverware and tinware, polishing brasswork, cleaning bath room pipes, refriger- ators, etc.. softening hard water and making the finest soft coap. Made by The N. K. Fairbank Company Chicago Makers of Fairy Soap "Let the GOLD DUST Twins do your work" FIG. 14 21. Introductions for Long Advertisements. Introductions are of more use in long advertisements that set forth the merits of several articles than in short adver- tisements in which only a single article is advertised. The reason for this is that it is more difficult to hold a reader's attention in advertisements of the first sort. The very size of the advertisement or the number of articles is likely to 22 COPY FOR ADVERTISEMENTS 2 discourage a person from reading it. In such advertise- ments the introduction, if properly worded, will induce a perusal of the remaining matter, provided the subject of the advertisement is of interest to the reader. 22. Introduction for Several Articles. When several articles are to be advertised together, the introduction may Nervous Disorders The nerves need a constant supply of phosphates to keep them steady and strong. A deficiency of the phos- phates causes a lowering of nervous tone, which is indicated by exhaus- tion, restlessness, headache, or in- somnia. Horsford's Acid Phosphate (Non-Alcoholic) furnishes the phosphates in a pure and abundant form. It supplies the nerve cells with health-giving life force, repairs waste, restores the strength, and induces restful sleep without the use of dangerous drugs. An Ideal Tonic in Nervous Diseases. If your druggist can't supply you, we will send a small bottle, prepaid, on receipt of 25 cents. Rumford Chemical Works, Providence, R. I. serve for other purposes than those just mentioned. One of the most important objects is to set forth the general selling points of all the articles, leaving the individual selling points for the items that follow the introduction. In such an advertisement, of course, the introduction may be used for the purposes of conveying the reader's interest to the list of offerings; of explaining some particular point connected Buy Her a Piano When She Graduates June is here. It is the month of the sweet girl graduate. Is it your daughter, grandchild, or niece, who is about to bid good- by to school days and step from girlhood to womanhood? Only one event her marriage is as important in a young woman's life as her graduation. No other occasion is so fitting for the be- stowal of manifestation of love by relatives." Have you thought how appro- priate would be the gift of a piano at this epoch in the life of your daughter, grandchild, or niece? It will open a new vista to her on the road she is about to face. It will give her a fresh, sweet object in life the development of her in- stinctive love for music. And if you should decide thus to manifest your love for her do not be careless in your selection of a piano. In the Jenkins stores are the best products of the best piano factories in the world. There is not an instrument in our house that does not bear a reputation for ex- cellence and that is not worthy of our personal guarantee. As to our prices and our plan of selling, we can say positively that nowhere else could you get a squarer deal. No commissions are given in the Jenkins store. That's the reason our prices are on rock bottom, the lowest that could be found any- where. And our scale of prices is not of the sliding variety. On each in- strument the amount of its value in cash is marked plainly. That price is the same to one and all alike. If you wish to make payments from time to time, there will be no ad- vance except interest at 6 per cent, per annum. We save you $50 to $150 on a piano. We are factory distributors for the world's best pianos, inclu- ding Hardman, Vose, Ludwig, Knabe, Shaeffer, Steck, Barmore, Bradford, Kurtzman, Wheelock, Stuyvesant, Steinway, etc. Write to us, if you cannot call. J. W. JENKINS 9 SONS MUSIC CO Joplin, Mo. St. Joseph, 1013-15 Walnut St., Kansas City FIG. 16 24 COPY FOR ADVERTISEMENTS 2 with these offerings for instance, the reason that high- quality goods can be sold at low figure; and of giving the proper "atmosphere" to the offerings. If the advertisement is to be used at the Christmas season, for example, the introduction may include a few words that give the copy a Christmas tone. Such introductions find their most frequent application in retail advertising. Fig. 17 is part of a depart- ment-store advertisement, showing an example of an intro- duction to a Christmas advertisement. 23. At one time, department stores used rather full introductions, and the tendency still exists in some quarters to devote much space to long-winded talks about the wise policy of the store, its great enterprise, etc., but far-seeing advertisers have discontinued most of this "bouquet throw- ing" at themselves. Prestige is created by the goods and service of the store and its treatment of its patrons not by its advertising. If the complimentary things are true, there is no need of advertising them; if they are not true, there is still less reason for using the space to reiterate them. 24. Where there is already a recognized need for an article, anything but a brief introduction is out of place. It is best to get into the real subject with the first sentence. Space is too valuable and interest is too easily lost for a writer to "beat around the bush" in the first part of his advertisement. Note the following paragraphs: ARE YOU A LOVER OF ART? Art, without a doubt, places the soul and general intellect of man on a higher plane, and he is much happier and satisfied if he is in a proper frame of mind to appreciate it. His idea of life is broadened, and he becomes much more sensible and can get more real pleasure and enjoy- ment out of the most common things of the day than can the man that has no time whatever for art. The artistic man will certainly appreciate the splendid line of furniture we are displaying on our fifth floor. It is artistic in every sense of the word. We bought a great lot of it far below the manufacturer's cost and are ready to 2 COPY FOR ADVERTISEMENTS 25 sell it to the man that appreciates the appearance of his home and can realize the great value of this furniture by his artistic sense. It has all been greatly reduced and will be found to be great bargains. $15 Mission Tables tomorrow $12.50, etc. The foregoing is the style of copy that the beginner will usually prepare for a furniture sale. Now note the following: ARTISTIC FURMTURE AT FACTORY PRICES We were very fortunate in securing this lot of really artistic furniture. To clean out his surplus, a well-known manufacturer sold it to us actually below cost, and tomor- row you'll find it on sale marked at prices that make it economy to anticipate your needs months ahead. Every stick is strong and sturdy and worthy of a place in our regular stock. It is not a lot of "Sale Furniture" brought in to create a sale. If you knew the name of the maker, you would know immediately that it is the best furniture that can be bought at any price. To give you a slight idea of what real bargains you will find here tomorrow, we quote the following items* $15 Mission Tables $12.50, etc. This is the style of the experienced writer. The first example begins with a talk about art and wanders around to furniture; the second begins with a sentence about artistic furniture. 25. Use of Quotations in the Introduction. A well-chosen quotation, with or without additional matter, may often be used as an introduction. Such a quotation acts somewhat in the nature of a key to the advertisement, giving a general idea of its main thought, or it puts the reader in the proper frame of mind to peruse the matter. (See Fig. 18.) A quotation may carry weight from the fact that it comes from a disinterested person, some one other than the advertiser; or is the utterance of an authority on the subject of the advertisement, or that of a well-known writer, scientist, public man, etc. NOTE. The examples of introductions reproduced on this page and page 24 appeared originally in Printers' Ink. ArttoomTapestrtes A DISCRIMINATING woman recently said, "The cut* jT\. tains and portieres are of more importance than the rugs or carpets used in a room, because the former stand up clearly before you impress themselves upon you whereas the floor-coverings do not." And she was right. Just take a look around yourself and see if your hangings do not make or mar the atmos- phere of good taste and refine* ment in any room. How imperative then is cafe* Sul judgment in choosing. The Artloom Tapestries are a guar- antee of correct design and artistic effect. Just make it a point to see the Artloom Tapestries the very next time you go shop- ping curtains, table and couch covers. Their artistic beauty and wearing qual- ities are out of all Always look for the Artloom label It is on every Piece FIG. 18 28 COPY FOR ADVERTISEMENTS DESCRIPTION OF THE ARTICLE 26. Purpose of the Description. After securing the reader's interest, the copy should create desire for the article offered for sale and should convince the prospective customer that he ought to have it. The desire to purchase an article is generally created by describing such features of the article as will appeal to a person's sight, taste, hearing, smell, and touch, and to his vanity, laziness, ambition, sentiment, or some other trait. In order to convince the reader that the article should be purchased, it is necessary to describe features that will appeal to a person's reason, such as quality, workmanship, strength, purity, etc.; there should also be an argument showing why these features make the article more desirable or necessary. Such an argument is usually so interwoven with the descriptive portion of the text that it practically forms a part of the text, but it may occupy a separate para- graph or section of the advertisement. 27. Amount of Descriptive Matter Required. The general purpose of the advertisement governs the amount of descriptive matter to a certain extent. If the advertisement is relied on to create a desire for the article and to produce immediate results, as in most retail and mail-order adver- tising and some general advertising, the description of the article should give all the information necessary to convince the reader of the advertisement. If the purpose is merely to remind the reader of the article in order to keep up its sale, or to impress the name of an article, trade mark, or statement on the reader, as in much general advertising, very little description of the article itself is required. 28. Another instance where little description is needed is where the article, an automobile, for example, is of such nature that it cannot be well described within the limits of an ordinary advertisement. The purpose of the advertise- ment then is to get inquiries for a catalog or a booklet in which full details of the article are given. 2 COPY FOR ADVERTISEMENTS 20 An article that is well known or in common use does not require much description. The main object is to bring out strongly its individual selling points the features that dis- tinguish it from other articles of like nature. In describing a new or more or less unfamiliar article, however, particu- larly if it is just being introduced to the public, or if there is some prejudice on the part of the public to overcome, full details should be given. The advertiser of a substitute for coffee must first make people believe that it is really harmful to drink coffee before he can convince them that they should use his substitute! The advertiser of the safety razor must show the advantages of the safety razor over the old style before the description of his article will have full effect. 29. Amount of Description in Illustrated Adver- tisements. In an illustrated advertisement the amount of description depends on the character of the illustration. If the cut is merely an eye catcher, it has no value in con- nection with the description; but if it is a good picture of the article, or shows the results of using the article, it will usually present one or more of the selling points better than many words of description. For instance, the cut and style of a garment can be shown at a glance by an illustration, whereas several paragraphs of descriptive matter may be required to give a clear idea of these points. Of course, in the body of the advertisement, it may be well to draw attention to points that are shown in the illustration, because in this way the text and the cut will reinforce each other. (See Fig. 7.) Any points that are imperfectly shown in the illustration, or that cannot be presented in a picture, should receive full attention in the text. 30. Influence of Mediums on Description. The influence of the medium on the description is due chiefly to the distance from which the advertisement is read. A street- car card or a bill-board poster or sign will not be read at close range, as a rule, and the advertisement must necessarily be brief in order that the size of type and the illustration may 30 COPY FOR ADVERTISEMENTS 2 be large. The bill board and painted sign are also usually read by people in motion, and such advertisements are so designed that they can be taken in at a glance. Hence, description of any but the briefest sort is prohibited. A publication or a piece of printed matter, on the other hand, is read at close range, and for this reason as much descrip- tive matter may be incorporated in the advertisement as is thought desirable or as the size of the space will permit. METHODS OF WRITING A DESCRIPTION 31. In order to write a description, the first requisite is to have something to write about. This fact may seem to be obvious, yet many ad-writers attempt to write without having a sufficient knowledge of the characteristics possessed by the goods. The first thing to do is to make a complete analysis of the selling points of the article, as explained in General Definitions, being sure that all individual selling points are included. When it comes to describing an article clearly and temptingly, it is the individual selling points, namely, those that belong only to the particular article in question, that count. The next step is to select the most salient features, or those that will appeal most strongly to the reader (omitting the unimportant or well known), and then to build the description around the points selected. If too many selling points are introduced, the reader will become confused or tired of reading the advertisement. It is better to present a few important selling points in a convincing way than to give passing mention to many. 32. Descriptions for Limited Space. When space is at a premium, as is sometimes the case in a very small advertisement, or where several articles must be advertised in one section or panel of a large advertisement, that of a department store, for example, a description like the following may be given: Enameled Bed: One of the latest designs; large tubing; brass trimmings; 4 ft. 6 in. in size. Was $20, now $12.75. 2 COPY FOR ADVERTISEMENTS 31 Ordinarily, however, such a description lacks interest and selling force. This style is in common use not merely because of the space feature just mentioned, but chiefly because such a description is much easier to write than a more effective one. Even in department-store work, more sales will result if a few items in a panel are cut out in order to allow a more extended description of the remain- ing items. Compare the following description with that just given: Brass and Enameled Bed: New and very handsome design. Has seven heavy brass rods in both head and foot. Posts are if inches, and continuous with head and foot rail. White porcelain casters. Extra-heavy enamel. 4 ft. 6 in. in size. Was $20, now $12.75. 33. Description of Single Item in Large Space. When plenty of space can be devoted to a single item, it is possible to increase the selling force of the description greatly by weaving the various characteristics of the article into a more connected story and enlivening this talk with suggestions about using the article, benefits to be derived, etc. Such copy is as readable as any news, in fact often more so, for it is a live story, giving real information about something that will prove of actual benefit and value to the purchaser. Compare this item with those in the preceding article: Brass and Enameled Bed Special Value An ornament to any room. New and handsome design, yet not too ornate. Both head and foot have seven heavy brass rods, with unusually beautiful chills. Posts and top rails are If- inches in diameter, and continuous, giving a pleasing effect not obtainable in the non-continuous style. New style sockets absolutely prevent side rails from sticking. White porcelain casters to match rest of bed. All enamel surfaces have three heavy coats of best ivory white enamel. 4 ft. 6 in. in size. Formerly $20; Clearance Sale price, an exceptional bargain, $12.75. 204-6 32 COPY FOR ADVERTISEMENTS 2 34. Describing a Number of Items in One Adver- tisement or Panel. In cases where the merchandise to be advertised consists of a number of articles of the same general nature, such as different pieces of jewelry, shirts and collars, various offerings of sporting goods, a variety of furs, etc., it is well to use an introductory paragraph relating to the line in general. This paragraph should include some selling point or points as well as tend to insure a reading of the matter that follows. Then, if the sale is one of a special nature, a good reason should be given for the cut in price. Following this should be several short paragraphs set in smaller type, each devoted to the description and price of one article, or to one subdivision of the goods, as in Fig. 19 (a). If there is not room to give each different article or lot a separate paragraph, the items to be described in separate paragraphs should be so chosen as to give the reader a good idea of the scope and variety of the entire line. If there are only a few articles of the same nature to be advertised, such as several kinds of children's shoes or several grades of garments of the same class, and the range in price and quality is not great, one or two articles may be selected as samples and described very fully, the others receiving only brief mention, as in Fig. 19 (b) . However, if the variation in price and quality is prominent, it is better to describe each lot, as in Fig. 19 (c). When there are a number of articles of an entirely different nature to be presented in one panel, as is sometimes neces- sary in advertising "bargain briefs," "notion-counter offer- ings," or grocery lists, the introduction can hardly be made to deal with specific descriptions of the goods, but can refer only to the general good quality, the reason for the cut in price, etc. Often the introduction is altogether omitted in advertisements or panels of this kind. See Fig. 19 (d). While it is sometimes advisable to advertise special brands separately, such goods as standard groceries should ordinarily have a concise description of quality, followed by the price. The retailer could hardly afford separate advertisements for each of the items in Fig. 19 (d). No Question About the Durability of Mink Furs The mink likes the water better than the land and his coat becomes sleek and satin-like and short- haired. He was often adopted by the Indians as their totem, and somehow the mink seems asso- ciated with America. Mink is considered by experts to be one of the very best wear- ing furs. Wanamaker mink furs are usually the natural color, which is much preferable to the blended. Fancy chokers, $20 to $35. Mink cravats, lined with soft brown satin, $20 and $25. Straight stoles, $20 and $25. Fancy boas, with heads and tails, $25 to $75. Pelerines, with shawl- collars and stole ends, trimmed with numerous heads and tails, $55 to $135. Pillow muffs, $27.50 to $85. Fancy muffs, $50 to $200. Coats of natural mink, $400 and $500. (Fur salon, Fourth Floor, Juniper St.) (a) 1,000 Pair of Women's Gloves at Special Prices A general cleaning up of broken lines. Here and there may be a pair slightly soiled or mussed from handling or dis- play. But all extraordinary quality for the money. All sizes, though not in each color and sort. SOc for 7Sc and $1 quality; two-clasp glace, both pique and overseam sewn, in colors. (Main Aisle) 75c for $1 and $1.75 quality; one-clasp tan capeskin, outseam sewn; 8-button- length black glace. (Main Aisle) $1 for $1.50 to $3.50 quality; glace and suede, in 8, 12, 16 and 20 button length; principally light colors. (West Aisle) (c) Panels from department-store advertisements, showing methods of different articles under one general heading Flannelet Wrappers $3.50 and $3.75 In cut and style they suggest some- thing much more expensive than flan- nelet, even of this heavy, beautifully printed quality. The $3.50 wrapper has an odd kimono sleeve, curved and finished by a satin strap running up on the shoulders. This comes in pink, blue, and red effects. On the $3.75 kimonos the sleeves are so piquantly pointed that they help to make the whole garment unusual. Lavender, brown, and blue. These are only two out of a long list of these attractive wrappers, some others of which may please you even better. Hallowe'en Groceries Nut Meats Fresh salted Almonds Pecans, Walnuts or Filberts; 1-lb. box 75c; i-lb. box, SOc; J-lb. box, 25c. Almonds New California soft-shell; 25c Ib. Brazil Nuts Jumbo-size; 20c Ib. Filberts Fancy Naples stock; 20c Ib Pecans New; polished; 20c Ib. Assorted Nuts Including soft-shell almonds; 22c Ib. Popping Corn 3 packages for 35c; package, 12c. Apple Cider Purity; gallon jug, 40c; i-gallon jug, 25c. Ginger Snaps Fresh baked; 3 Ib. bulk for 25c; or lOc Ib. Apple Butter Lenox, large 40c crocks, at 32c. Oranges- -Florida; 25c a dozen. Xable Apples Basket, SOc. Butter Lenox prints; high-grade; regularly 38c at 33c Ib. Not delivered. New Figs Smyrna layers; I6c Ib. Fruit Cake Rich's old-fashioned; 35c a package. Chestnut-street, Annex (d) 19 icthods of describing a number of 33 24 COPY FOR ADVERTISEMENTS THE PRICE 35. Ordinarily, the logical position for the price in an advertisement is at the close of the description of the goods, as has already been pointed out in General Definitions. Usually, a desire for the article should be created, and the reader should be convinced that he wants or needs the article before the price is quoted. In some cases, however, where the price is a strong selling point, as in a cut-price sale, it may be introduced to good advantage in the heading. This is shown in Fig. 20, which is a reproduction of one panel of a department-store advertisement. Frequently, the price is simply quoted, being either dis- played or run in with the body matter; but sometimes it is accompanied by a more or less lengthy argument showing why it is reasonable, how such a low figure can be quoted, and other similar arguments. 36. Importance of Stating Prices. Price is an essential point in most advertisements. Census figures show that 67.3 per cent., or about seven-tenths, of the families in the United States live on incomes of $900 a year or less. These people are forced to consider price in order to live within their means. The remaining three-tenths of the families, with the exception of the comparatively small wealthy class, also have to consider price to some t extent. Only about 5 per cent, of the families have incomes of $3,000 or more. It will thus be seen that the price should be quoted as a general rule. Particularly in advertisements of special sales in which reduced prices prevail, should the figures be given; these prices should be definite quotations, showing the amount of reduction clearly, not general price ranges. Price is also the chief selling point of staple articles, and for this reason should always be mentioned in advertise- ments of such articles. 37. High. Prices. Good judgment must be used as to when to publish and when to omit the price. When the COPY FOR ADVERTISEMENTS 85 price is high, it should be kept in the background until a strong desire 'for the article has been aroused. If this can be done in the advertisement, then the price may be given; if not, it is advisable to omit price, trusting to the efforts of the salesman behind the counter, or to the arguments of the catalog or the follow-up letter, to make the customer realize that the article is good value even at the high price More $1.50 Shirts, 98c Plain and Plaited TWELVE HUNDRED MORE OF THESE DISTINCTIVE SHIRTS will be here tomorrow morning to meet the demand that was started by Tuesday's announcement. They are all $1.50 Shirts so far as we know not selling for less than that anywhere except here. Fine percales in the favored light grounds with the neatest figures, spots, checks, and stripes in black or blue. Plaited or plain bosoms. Cuffs attached or separate. Mostly coat model and in sizes 13^ to 18. For Big Men, $2 Negligee Shirts at $1.25 Big men cannot often be fitted in ready- to-wear Shirts. We have made a specialty of this business, and not only have Shirts with the large neckbands, but also with extra-large bodies. Now a bargain for big men in these percale Shirts in sizes 17, 17^, 18, 18J, 19, 19|, and 20. Light grounds with pretty black stripes and figures. Plain bosoms and separate cuffs. X Main Floor, Elm Place S quoted. For example, it would be poor policy to include the regular price of a $100 encyclopedia in a page magazine advertisement, for the advertisement is not likely to com- plete the sale, and the price being higher than many people think they can afford, it would discourage inquiries. In this case, it would be better not to divulge the price until the inquirer has had full information, has seen a specimen COPY FOR ADVERTISEMENTS volume, learned of the easy instalment plan, etc. If, how- ever, a $100 encyclopedia can be offered for $60, the price becomes a selling point and may be included. 38. High. Price as a Selling Point. In certain instances, high price can be made to serve as a selling point by convincing the consumer that the price itself is an evidence of exceptional quality. This is particularly true with regard to such luxuries as jewelry, but can be made to serv.e with articles that are in constant demand. A flour company, for example, advertises its product as, "The highest-priced flour in America, and worth all it costs." Tobey Hand-Made Furniture is higher-priced than ordinary furnituie, but the satisfaction the purchaser derives more than compensates for the added cost. A Tobey piece is cherished from one generation to another. The Tobey Furniture Company II W. 32nd Street Near Fifth Avenue Many advertisers use the argument, "A little higher in price, but," and with people that can afford to pay, the reason- ing is usually successful. See Fig. 21. In the case of concerns that cater to what is called the high-class trade, which is made up of wealthy persons, low price is often a positive detriment". Such people, and some- times those of less means, take great pride in the fact that an article cost a big price. 39. Relation of Price to Quality. In former times, low price was the chief selling point in nearly every line. This still holds true with the poorer classes, but the general public has .gradually learned that unless low price is accom- 2 COPY FOR ADVERTISEMENTS 37 panied by good quality, the article is a poor investment at almost any figure. With increased prosperity and experience in buying, this increasing respect for quality is natural, and all but cut-price advertisers can well afford to educate the people to this idea. Even the poorer classes can be taught that the cut-price article of poor quality is often more expen- sive than the seemingly higher-priced, high-grade article. Good quality, or at least good quality for the price, is always an important selling point. 40. Price Itself as an Inducement. Price figures in themselves offer no inducement to prospective purchasers. In connection with the name of an article, however, a price has some significance, but as a rule it means little unless the article is well known. A statement like "Ivory soap, large size, 6 cents" would carry weight, because most housewives are familiar with Ivory soap and know its quality and regular price. Such women would see at once that 6 cents is an unusually low price for this article. In general, however, a good idea of quality should be given in connection with price. There is, for instance, no fixed standard for a $15 suit of clothing. What one mer- chant would call a $15 value, another might refer to as an $18 value. If a definite statement of the selling points of the suit is given, however, the reader himself can judge the quality and decide whether or not the price is high or low. In other words, the price would acquire a definite meaning. 41. Price In the Illustrated Advertisement. A picture of an article may give some idea of its quality; hence, in an illustrated advertisement, the price quotation may mean something even if no description of the article is given. Usually, however, a definite statement of quality is necessary in connection with the illustration, as there are many features of an article that cannot be shown in a picture. 42. Reasons for Cut In Price. In order to create confidence on the part of the public, the reason for a cut in price should always be given, if possible. However, if the 38 COPY FOR ADVERTISEMENTS 2 goods are of the first quality and seasonable, and are cut simply to serve as leaders, it is better not to state such a fact. The shirts mentioned in the advertisement shown in Fig. 20 were sold as leaders for the men's furnishing section An Up-to-Date Way of Keeping Out the Hies The Ideal Window Screen offers a most up-to-date way of keeping insects and flies out of your house. Works on rollers from the top and bottom of the frame, with the sash. Handy when you want it. Out of sight when you don't want it. All woodwork made to har- monize with the finish of the room. We will measure your window and erect your screen. Price $3 a window. A postal will bring our representative to your door. Ideal Screen Co. 130 Livingston Street BROOKLYN FIG. 22 Here the offer of the advertiser to have a rep- resentative call on receipt of a postal, meas- ure windows, and erect screens, gives a selling: plan superior to that of most retailers of screens of a department store, and there being no other reason for the reduction in price, the writer of the advertisement wisely refrained from making up an improbable story. An advertiser that always tells customers when cut-price goods are "seconds" (slightly imperfect articles), or are offered at a low price to make room for new goods, etc., will profit in the end by maintaining the confidence of the public. Cook Stoves s are equipped patented oven er which makes roasting easy. Direct to You" Kalamazoos are fuel savers, They last a life time- Economical in all respects. They are low in price and high in quality They are easily operated and quickly set up and made ready for business. Buy from the actual manufacturer Your money returned if everything is not exactly as represented You keep in your own pocket the dealers' and jobbers' profits when you buy a Kalamazoo. HIGHEST QUALITY We guarantee you under a $20,000 bond, that you cannot secure anywhere, at any price, a stove or range of higher quality, of greater durability, of more convenience and of greater economy m fuel than the Kalamazoo. They have proved Oest by every test. To let you prove this to your own satisfac- tion, we send you the Kalamazoo on a Royal Steel Ran*, for all kind* 360 Days Approval Test, and bind ourselves, by a strong, legally binding bond to return to you every cent you have paid us, if your purchase is not in every way ex- actly as represented. LOWEST PRICES We sell you a Kalamazoo direct from our factory, at lowest factory prices. You save all middlemen's, dealers' and agents' profits and commissions, amounting to from $5 to $40 on every purchase. Is there any good reason why you should not save that money? Is it not as good to you as it is to your local dealer ? We are the only actual manufacturers who do business on this basis. Don't confuse us with "mailorder dealers" who buy ''job lots" and retail them. Will you not investigate? Send Postal for Catalog No. 173. (Showing 267 styles and sizes) Compare our prices with others, note our strong guaranty and the high quality of our stoves and ranges and then decide to save money by buying direct from the factory at factory prices. All Kalamazoo stoves are blacked, polished and ready for im- mediate use when shipped. Write to-day for our big list of stove bargains. We Pay the Freight You simply cannot afford to buy a cheap, poorly constructed stove or ranee from a dealer or mail order retailer, when you can eet a genuine high grade Radiant Bate Burner. "Kalamazoo" for the same or even less money. A poor article is dear at any Hi*h grade parlor price. Buy the best, and secure lasting satisfaction. beater for hard coat KALAMAZOO STOVE CO., Manufacturers Kalamazoo, Mich. This firm claims to be the only stove manufacturers that sell direct from factory. The features of the selling: plan are presented almost to the exclusion of 9 the description of the product 40 COPY FOR ADVERTISEMENTS THE SELLING PLAN 43. Closely connected with the price argument is the presentation of the advantages, or selling points, offered by the advertiser's selling plan. If the plan possesses dis- tinct advantages over other plans, these should be presented. For instance, most general mail-order advertisers sell for cash only, but if a firm conducts a credit mail-order busi- ness, the credit feature then, because of its easy-payment feature and its novelty, is a strong selling point of the selling plan and should have a prominent place in the advertisements. 44. In General Definitions, several of the features that appear in the different classes of selling plans were outlined and listed. The ad-writer should carefully study the method of marketing to see whether it has any of these or other selling points, and should give the strong points found prominence in the advertisement. Statements or arguments regarding the selling plan logic- ally follow the price quotation (see Fig. 22); but sometimes they precede it or are made the chief feature of the adver- tisement, if the selling plan is of sufficient importance or requires careful explanation (see Fig. 23). ADMONITION TO THE READER 45. The admonition to the reader is a concrete state- ment designed to influence prospective purchasers to take the necessary steps to secure the goods. The admonition is usually introduced at the close of the body matter; that is, at the focusing point of the advertisement. (See Fig. 24.) The information and arguments are given first, and in order to insure that the right action will be taken, the admonition is used. Because it is intended to produce action, the admonition usually takes the form of a direct command; as "Fill out and mail the coupon," "Get it at your dealers." But in the COPY FOR ADVERTISEMENTS 41 case of the reminding advertisement, where immediate action is not of .importance, the command is often modified into a suggestion; as, "At your dealers," "Your dealer has it." Sometimes, the admonition is introduced before the end of the advertisement (see Fig. 25); or, it may sum up the Dsxon's Graphite Puts an end to friction troubles. Fills up the microscopic irregular- ities existing in the very finest bearings, builds up a smooth, frictionless surface, reduces wear, in- creases speed, power, endurance. Write for booklet that tells why Dixon's Motor Graphite is a perfect lubricator. Address Dept. B. A. JOSEPH DIXON CRUCIBLE CO. Jersey City, N. J. FIG. 24 entire offer and selling plan and be introduced at the begin- ning of the advertisement, as in Fig. 9. 46. Warning Type of Admonition. The type of admonition that gives a warning is of particular value to general and mail-order advertisers, as it cautions the reader against imitations of the advertised article, spurious repre- When you speak of a "ten- cent cigar" you mean a cigar that costs you ten cents. The same cigar is to the manu- facturer a "WO per 11.," or 4c. cigar, to the jobber a "$50 per 31.," or 5c. cigar, and to the retailer a "$60 per M.," or 6c. cigar. Intrinsically that cigar is worth as much when the manufacturer appraises it at $40 per M., as it is when the retailer hands it over his counter as a "ten-cent straight." The difference between 4c. and lOc. is what it costs to get the cigar from the manufacturer to yon along the old-fashioned trade turnpike with three tollgates. Now. suppose you go to the maker of yonr cigars and say to him: "Sell me my cigars at wholesale and I'll take them home myself across lots." "Oh, no," he will reply, "that wouldn't be fair to the retailer who has bought my cigars to sell at retail price." I am a maker of cigars who has never sold a cigar to a jobber or retailer to sell again. Hence I am under no obligations to "the trade." I invite the patronage of the man who objects to paying for the privilege of allowing a retailer to sell him a cigar who wants to buy his cigars at cost, without the arbitrarily added expenses of the jobber and retailer. I sn.er- I To prove that I actually do sell my I S^?S5 I cigars at wholesale prices, I offer I " I them under the following conditions. MY OFFER 'IS: I will, upon request, send one hundred Shivers' Panatela Cigars on approval to a reader of this publication, express prepaid. He may smoke ten cigars and return the remaining ninety at my expense if he is not pleased with them; if he is pleased, and keeps them, he agrees to remit the price, $S.OO, within ten days. The fillers of these cigars are clear Havana of good quality not only clear, but long, clean Havana no shorts or cuttings are used. They are hand made, by the best of workmen. The making has much to do with the smoking qual- ities of a cigar. The wrappers are genuine Sumatra. In ordering please enclose business card or give personal references and state whether mild, medium, or strong cigars are desired. HERBERT D. SHIVERS 913 Bfeert Street, PWteddphfe. Pfc. FIG. 25 The admonition in this advertisement is introduced before the description of the cttrars 2 COPY FOR ADVERTISEMENTS 43 sentatives of the advertiser, etc. "Beware of imitations" is perhaps the most common of this type of admonition. Another form is, "Buy of the manufacturers; we employ no agents." Still other forms are, "Remember the yellow wrap- per," "Look for our trade mark," "Accept no substitute," etc. In the case of a general advertiser, the substitution of an article "just as good" by the retailer is something that the advertiser has to fight against continually, and this is why such admonitions as "Accept no substitute," "Beware of imitations," "If it isn't an Eastman, it isn't a Kodak," etc., are so frequently seen in general advertisements. The mail-order advertiser has to cope with people that have no connection with him and that secure orders and pay- ment for his goods under false pretenses. The admoni- tion "Buy of the manufacturer; we have no agents," is an attempt to overcome this difficulty. NAME AND ADDRESS * 47. The name, or signature, and the address of the advertiser should of course appear in every mail-order advertisement, and, as a rule, in every retail advertisement. In some rare cases, however, where the retail store is the largest or one of the largest in a community, or where its location is well known, the name only may be sufficient. Still it is not always best to trust to this plan, for strangers and others unfamiliar with the store may not take the trouble to find its location, and may thus patronize, some other store. While some general advertisers do not give their names and addresses, but devote the spac6 wholly to adver- tising the product, most of this class of advertisers publish their names at least. 48. Forms of Firm Name and Address. The most common form of firm name is simply the actual name of the concern; as, "James D. Smith & Co." Frequently, how- ever, such a name would be abbreviated in the advertise- ments to "Smith's," as being easier to remember. 44 COPY FOR ADVERTISEMENTS 2 In addition to the name, a few words of explanation are sometimes added to show the nature of the business; as, "James D. Smith & Co., Hatters," "Hart, Schaffner & Marx, Good Clothes Makers." Note in Fig. 10 how the advertiser has used "The Purity Store." Words showing the general character of the business are also incorporated with the firm name; as "Lord & Taylor, Wholesale Distributors," "Baker & Co., Coffee Importers," "Lambert Brothers, Manufacturing Jewelers, Retailers, and Importers," "Massachusetts Shoe Co., Wholesale Only." Other explanatory phrases are intended to impress the reader with the reputation or importance of the firm, as, for example, "Cluett, Peabody & Co., Largest Makers of Collars and Shirts in the World." General advertisers sometimes substitute the name of their product for the firm name, thus still further impressing the article on the reader's mind. The manufacturers of Fels- Naptha, for instance, give their name and address as "Fels- Naptha, Philadelphia." 49. Forms of Address. For the sake of variety, the ordinary form of address, as, "145 Spruce Street," is some- times cut to "145 Spruce"; or, the figures are spelled out, as, "One Four Five Spruce." "Opposite the Post Office," "Just Fifteen Steps from the Court House," are other attempts to be "different." The use of a building instead of a street address, as, "406 Flat Iron Building, New York City," is permissible for either a general or a mail-order advertiser, but in the case of a retailer, the street address is much better because it is more definite. Eiven if a building is one of the most impor- tant in the city, there will be many persons that do not know where it is, particularly if the city is large. COPY FOR ADVERTISEMENTS 45 USE OF A SCRAP BOOK, OR FILE 50. Every ad-writer should keep a scrap book, or an envelope file, and preserve all the examples of good copy, attractive illustrations, and effective typographical arrange- ment that he may clip from newspapers and magazines or get from other sources. Making such a collection is decidedly educational, and the specimens are sure to be helpful in practical work. A simple system for an envelope file is to mark one envelope Clothing, another Shoes, another Real Estate, and so on, according to the kind of matter that the advertising man wishes to preserve. COPY FOR ADVERTISEMENTS (PART 2) COPY WRITING USEFUL SUGGESTIONS NOTE. The subject of copy for advertisements was treated in a pre- ceding Section from an analytic point of view. Some important princi- ples that relate to the writing of copy will now be considered. 1. Concentration. Book publishers rarely allow their agents to canvass for more than one book at a time, because when an agent approaches a prospective purchaser with too many good things, the chances are that the prospective will not be convinced that he needs any of them. The same principle applies to advertising. It is better not to advertise many things in a small space unless a demand already exists for them. When the articles to be advertised are necessities things for which there is a constant demand and price is the principal selling point, a number of them may be listed in one advertisement. However, where a desire must be created, an advertisement of ordinary size (one to occupy a 4-inch, single-column space in a newspaper or a quarter page or less in a magazine of standard size) is usually more force- ful when only one article or only one class of goods is treated. Then all the information and argument can be concentrated with the most favorable chances for producing sales. Take a men's-furnishing store as an example. If, in a single-column advertisement 4 inches deep, the advertiser tries to exploit the good qualities and reasonable prices of OOPYRIQHTED BY INTERNATIONAL TEXTBOOK COMPANY. ENTERED AT STATIONERS' HALL, LONDON 3 304-7 2 COPY FOR ADVERTISEMENTS 3 shirts, collars, neckties, hose, suspenders, hats, underwear, etc., the force of the advertisement will necessarily be spread over too many articles to be effective. If the advertiser devotes his space on one day to shirts or to shirts and collars, on another day to hats, on another to underwear, etc., he is more likely to have a series of business-producing advertisements. 2. Clearness. Unlike the salesman, the ad-writer has no opportunity to go back and explain a statement or a word that is not understood by the prospective customer. Hence, copy should be so written that it will be perfectly clear to all readers. The grammatical construction should be simple and direct, and familiar words and expressions should be used. "High-sounding," unusual words, quota- tions from foreign languages, etc. should be avoided. This is particularly true of copy intended for the general public. When writing copy intended to appeal to highly educated persons, it is possible to explain by suggestion, employing unusual but particularly apt turns of speech, metaphor, etc., for readers of this class are capable of catching the spirit and ideas of the advertiser and of filling out details left to the imagination. Such is not the case with the ordinary purchaser, however, and if there is any doubt as to the proper word and phrase to use, the more common and simpler one should be employed. Instead of "Is it sufficiently remunera- tive?" write "Does it pay well?", and so on. 3. Conciseness. By conciseness is meant expressing much in few words. As many words as are needed to con- vey the desired meaning and to make the copy read smoothly should be used, but no more. The successful author is paid for each word that he writes, but the ad-writer is charged for the space of each word. Therefore, every word and sentence should be as clear and as effective as possible. After writing text for an advertisement, it should be gone over carefully and all superfluous words should be cut out. The saving in words and the increase in strength will be evident. "Money back, if dissatisfied" is clearer and occupies less space than 3 COPY FOR ADVERTISEMENTS 3 "We shall be pleased indeed to return your money on any purchase that does not please you." Do not, however, make the copy so brief that its message will be obscure or unfinished. 4. Short Words and Sentences. Short words and sentences not only tend to make copy clearer and more con- cise, but also stronger. Of two words of similar meaning, the shorter is almost invariably the stronger; and the same holds true of phrases and sentences. Compare "house" with "residence"; "dry-goods store" with "dry-goods emporium"; "Keep out!" with "Positively no admittance"; "Come in and look around" with "You are cordially invited to enter and inspect our stock." 5. Sequence of Ideas. As has already been stated, the functions of advertising copy are to create interest and desire, to convince, to inspire confidence, to make the reader decide to buy or investigate, and to make the reader act. This is the logical and, ordinarily, the best order for the presentation of ideas in copy. Sometimes, however, points may be introduced out of logical sequence for some special purpose. For example, price, particularly if it is high, should ordinarily be introduced at the close of the argument; but if it is the chief, or one of the chief, selling points of an article, it may be included in the heading of the advertise- ment in order to give it extra emphasis. 6. Repetition of Ideas. When skilfully made, the repetition of an idea is effective, owing to the cumulative effect. In unskilful hands, however, repetition is sure to weaken the text. Hence, the ad-writer will find it safer to give each idea complete treatment in its logical position and then proceed with the next point. In case the argument is an extended one, ideas may be repeated to keep the reader's mind centered on the main points, and the strongest selling points might also be repeated in summing up the entire argument. In an advertisement of ordinary length, however, repetition is unnecessary. 4 COPY FOR ADVERTISEMENTS 3 7. Reasonable and Extravagant Statements. Extravagant statements abounding in superlatives influence thoughtless or uneducated persons to a certain extent, but the average reader of advertisements has learned that such statements are "just talk." "Best in the world," "Greatest merchandizing event of the century," "Our prices are abso- lutely beyond duplication," "Astounding bargain sale," "Enormous reductions," and similar expressions are taken with several "grains of salt" by most people. Fanciful descriptions such as "Whirlwind of bargains," "Fearful slaughter of prices," "Avalanche of values" are also weak with thoughtful -people. Copy should be rational and well within the limits of belief. "Finest hat on earth," is not' so strong as "No better hat ever made," and "most mag- nificent" is improved by dropping "most." "Very" is another overused word. Inexperienced writers nearly always err in the use of too many adjectives. Often, a noun is better without an adjec- tive, and one well-chosen adjective is better than two or three that are not well chosen. 8. Realistic Descriptions. Instead of using bom- bastic, extravagant expressions, strive to describe goods realistically, so that the readers may almost see them. A statement like "Finest mince pies at our restaurant" is not convincing; but an expression similar to "We pay $4 a gallon for the Santa Cruz rum that goes in our mince pies, and the currants and raisins are all hand-picked," etc., is sure to make an impression. It is the kind of description that creates desire that makes the reader mentally see the goods and say to himself, "I believe I'll try them." To announce merely that a certain kind of ice cream is "the best you ever ate" is not strong advertising. Find whether there are any good features about the making of the ice cream. Find where the cream comes from, whether it comes from the milk of any good breed of cattle, or is handled with unusual care for cleanliness. Is it all pure cream no condensed milk? Is superior flavoring used? Is 3 COPY FOR ADVERTISEMENTS 5 the ice cream made by experts? Is the water used in the factory of unusual quality? Is the cream put up in a form that is very convenient for people giving suppers or parties? Does it keep well in that form? How many flavors are made? Will the advertiser make up bricks consisting of several flavors? Is the clerk service and delivery service courteous and never failing? The answers to such questions will afford the kind of information that makes strong, realistic copy. If a good clothing salesman should meet, away from the store, an acquaintance who was thinking of buying a new suit, he would not be content to tell the prospective purchaser that the store has "the largest and best assortment of men's fine clothing ever offered in the history of the city." He would not be a good salesman who did not know his goods and human nature better than to content himself with such a bombastic, indefinite statement. A skilled salesman would inquire if the acquaintance had any special kind of suit in mind. Then he would give the details of the suits his store had that closely approached what the prospective purchaser liked. If the prospective purchaser had no preference, the skilled salesman would suggest something. He would tell about the weight and color of the goods and its quality gen- erally stylishness, comfort, durability, etc. He would describe the cut of the coat, might give its length, and tell about any special features it had. Special features of the vest and trousers would also be mentioned. The salesman would not fail to comment on the fine workmanship of the suit, and he would tell why it was better than the workman- ship of most ready-made clothing. He would give the price. He would speak of the ease with which a good fit could be had, owing to the superior tailoring of the suits, and to the presence in the store of a tailor expert in making alterations. In brief, the skilled salesman by giving specific details would try to picture in the prospective customer's mind the clothing he was trying to sell; and it is just this picture-painting in words that the ad-writer should strive for. The best method of getting convincing copy is to "let the goods talk." If the ad-writer can be brilliant and interest- f> COPY FOR ADVERTISEMENTS 3 ing, so much the better, but he should at least "dig" into the subject to be advertised and tell the important facts plainly. No amount of apt phrasing or clever epigram makes up for the lack of plain, concise information about the article. The article should be studied by the ad-writer as if he were the prospective buyer. Why is it desirable? What are its exclusive features? Why is it better than others of its class? Every meritorious article possesses some feature that makes it better than other commodities of the same class. It may be merely the package or the method of delivery. It is a singular fact, but if a manufacturer or salesman realizes that he is talking for publication, he often fails to give out important selling points. The ad-writer should talk with such a man like an ordinary customer would; then he will undoubtedly have some strong features pointed out to him. It is sometimes advisable to hide the memorandum pad until the required information has been skilfully drawn out of the manufacturer or salesman in ordinary conversation. This rule of "letting the goods talk" seems a simple one to follow, but if the ad-writer can grasp it and carry out the idea faithfully, he has mastered one of the important prin- ciples of advertising, for the great weakness of most copy is that it is full of general claims and contains too few interest- ing, convincing facts. Fig. 1 shows an unusually fine example of realistic, con- vincing copy. It draws a picture in the mind and starts a train of thought. Copy that thus strikes a responsive chord in the reader's mind, that voices his opinions and renews impressions made at some previous time, is economical as well as effective advertising, for one hundred words of such copy may bring up pictures and start thoughts that could not be described fully with one thousand words. 9. Truthfulness. Aside from the moral aspect of the question, advertising should be truthful merely because truthfulness pays. When a firm gets the reputation of living up to its promises and of selling goods that are always as good as represented, it is a long way on the road JUST try that once, Madam ! A little three pound pail of it will do. The result will delight, and surprise, you. When you take the cover off be ^ sure to note the beautiful Crisp, waxy, and wrinkled, appearance of this Queen of Shorteners. * ' ;.25 (o J/.75 Commuted On Light to Heavy Curtains On More Oriental Rugs iwiian ruj ?:!."^!!S" 40c a Vol. Commuted 2ic to 35c Commuted On Scotljs Wa 4SS5&S5 Average V4 Commuted Special Stamp! Linens $18 Hair Mattresses (or $15 2Sc (o 60c Commuted to 45c foot Commuted Average \4 Commuted Children's Underclothes ON EXHIBITION in the BOOK STORE The Book News Month); 25c Towels for 20c FIG. 4 3 COPY FOR ADVERTISEMENTS 13 12. Seasonableness. The value of seasonableness of copy lies in the fact that at certain times of the year the public mind naturally turns toward goods that are useful at those times; hence, the mind is in a receptive mood and the force of the seasonable advertisement is greatly increased. For example, when the winter season arrives, young people A Bracelet Season This Summer will be a popular Bracelet season. Why? Because of the short sleeves and long gloves now so fashionable. And nothing so much adds to the charm of a woman's arm as a pretty bracelet. We have a beautiful line of bracelets in solid gold, in scores of styles and patterns, plain, en- graved, and jeweled. We have a very pretty bracelet, solid gold, as low as $4. Richer styles all the way up to $20. Gold-filled Bracelets, $2.25 to $5.50. Our reputation for quality is your perfect assurance of worth. A. DAVIDSON Jeweler and Eyesight Specialist Davidson BIdg., 15 Steps from Square FIG. 5 Seasonable and gives interesting details begin to think of getting skates; just at vacation time, atten- tion may be readily drawn to suit cases, traveling bags, tourists' (folding) umbrellas, etc.; when spring comes, light-weight clothing and underclothing naturally come to the front, and so on. Fig. 5 shows an advertisement that was used just before the beginning of a summer when Thanksgiving, in this, the one-hundred-and-thirtieth year of our Independence, should be a time of unusual rejoicing because of the enactment by Congress of a law to protect the people from impure foods. Every day is Thanksgiving Day in the home where foods that overwork the stomach and starve the body have given place to natural foods that sup- ply all the elements for the building of the perfect human body with the least tax upon the digestive organs. Such a food is SHREDDED WHOLE WHEAT. It is made of the choicest white wheat that grows, cleaned, steam-cooked, shredded and baked. It is a natural stimulant of peristalsis and supplies all the proteids needed to repair wasted tissue, in a form easily digested by the most delicate stomach. It is the cleanest and purest of all the cereal foods and is made in the cleanest, most hygienic indus- trial building on the continent. , e*. * iiiry posKibllifies .ire almost unlimited. Our new cook book telU you ut rame of them. It IN sent free for the asking. ish your ThankxKiviuv Wheat instead of white bread crumbt). TKINCL'ITisi'hrrridea' Whole Wheat pressed into electricity. It is delicious M a. toast with butter, <-lii-i THE NATURAL FOOD COMPANY, Niagara Falls, N. Y. Its All in the Shreds" Fro. 6 A seasonable November magazine advertisement 3 COPY FOR ADVERTISEMENTS 15 fashion had decreed the wearing of short sleeves and long gloves. Manufacturers of goods used the year round take advan- tage of seasonableness by giving their copy a tone appropriate to the season. See Fig. 6. 13. Alliteration. By alliteration is meant that use of the same first letter or similar syllables in two or more words of a sentence that produces a certain smoothness, or rhythm. In "Buy the Best Bread," alliteration is produced by three of the words beginning with the letter B. In "Earn While You Learn," the repetition of the "earn" syllable brings the smoothness, and in "Practice What You Preach," the two P's produce the same effect. This repetition of similar sounds lends a pleasing effect to language, but care should be taken not to make such an effort for alliteration that the effect will be noticeable. In the foregoing examples, the alliteration does not appear to be forced. Such a sen- tence as "Gaskins, Gloversville's Greatest Grocer Guarantees Gratification," however, should never be constructed. The first four words of the sentence might be permissible as a signature, but the use of the entire sentence would be too evident an attempt to manufacture an expression with all the words beginning with the letter G. It should be remembered that anything that turns the attention from matter to manner is a detriment. 14. Originality. Originality in advertising is good, provided it does not sacrifice clearness and conviction to obtain cleverness. Straining after new and unique methods of presenting a subject nearly always results in weakening the copy, not only from a literary point of view, but also because the reader's attention is attracted by the manner in which the subject is presented rather than by the information. There should not be such a strain for originality that the work becomes freakish, because this will merely result in amusing the reader, or, what is worse, in disgusting him. Originality within bounds adds interest and zest to copy, owing to contrast with the more stereotyped phrases of the 16 COPY FOR ADVERTISEMENTS 3 average advertisement. The ad-writer will always do well to express in a new way those ideas that most writers express in hackneyed language. Such expressions as "acme of per- fection," "we lead, others follow," etc. are greatly over- used, and too many advertisers of bread and of mince meat assert that their products are like the "kind mother used to make." The ad-writer should remember that it is always more important to be convincing than original. The all-important question about an advertisement is "will it sell the goods?" 15. Humorous Advertising. As a general rule, in preparing advertisements, it is advisable to write plain, straightforward prose without attempting to be humorous. This is particularly true of high-priced articles and of those that are complicated or for any other reason require more or less extended argument or description. On the contrary, if the commodity is low-priced, or is such that it does not need to be fully described, or does not lend itself readily to descrip- tion and argument, a touch of humor or quaintness will sometimes induce a reading more readily than any other element in advertising. The style of advertising that attracts the most attention, however, is not always the style that sells the most goods. To attract attention is important, but unless the attention-attracting feature of the humorous advertisement brings out and impresses a selling point, the effort is largely lost. Take, for instance, the following verse, which was accompanied by a quaint illustration: "Bridget quits to wed her steady, What's the odds, here's something ready, Campbell's Soups, Just add hot water and serve." Here, the point is made that Campbell's soups are handy to have around in case of emergencies like Bridget's leaving, and the point is a good one. The great objection to humorous advertising is that unless carefully handled it becomes ridiculous and the prospective customer is more or less disgusted instead of being inter- 3 COPY FOR ADVERTISEMENTS ested. Hence, the novice is advised to refrain from "trying to be funny," and to content himself with setting forth the merits of the article in ordinary language. When humor is employed, it should be a means to an end not an object. The object of advertising is to sell goods, not to amuse people. Note Fig. 7. What is there about 'S CORNER Smith* Brown Clothes Sold Here this advertisement to impel readers to go to the advertiser's store to buy their clothing? It is a fact that this advertiser failed in business soon after this advertisement was used. 16. Brightening Up Copy. Although the ad-writer, particularly the novice, is advised to avoid humor as a rule, on the other hand, dry, stilted, or ponderous language should 204-8 18 COPY FOR ADVERTISEMENTS 3 not be used, as it will likely make the advertisement so uninteresting that no one will read it. If a person is already sufficiently interested in an article, he will read an entire advertisement about it even if the copy is decidedly prosy; but it is not safe to presuppose such a degree of interest. The ad-writer should endeavor to make his copy of interest to the casual reader. One step in the right direction is the use of short words, short sentences, and frequent paragraphs. Another step is the avoidance of cut-and-dried expressions like "We beg to announce to our many friends," and so on. Another is to relieve descriptions as much as possible of the appearance of being merely a list of selling points. The use of the language of the class addressed is another "brightener." An apt quotation well followed up by the text sometimes serves to rivet attention and interest. Things told in a narrative style and including conversa- tion make interesting reading. For instance, the ad-writer might begin in this style: "Some folks tell us that our stock of rugs and carpets is entirely too large for Homer, and an out-of-town visitor said the other day, 'I don't believe those high-priced Wiltons will find sale here.' We believe that these persons are mistaken. We believe that there are plenty of persons in Homer that want the best things," and so on. Incidentally, it may be noted that this "heart-to-heart," frank style is an aid to the building up of close relations with patrons. Timeliness and seasonableness of copy also add to its interest. 17. Paragraphing. Copy for advertisements should, as a rule, be paragraphed more than general literary com- position. Short paragraphs give directness and crispness to the style, and avoid the uninteresting appearance of a solid mass of type matter. In addition, paragraphing may be used to make a certain idea or statement stand out from the matter preceding and following it and to separate differ- ent items, as in department-store advertisements. 3 COPY FOR ADVERTISEMENTS 10 Some ad-writers make each sentence a separate paragraph a sentence paragraph, in other words. When it is desired to make the copy chatty, or "breezy," this style is good, provided each sentence conveys a complete idea. There is some danger, however, that the matter will be abrupt and disconnected. 18. Use of We and I. Where a business is owned by only one person the use of "I" in advertisements gives a more personal tone than the use of "we"; but there is some danger of the overuse of "I," which makes the copy sound egotistic and bombastic. To avoid this difficulty "we" is used, although, of course, it is really correct only where there is more than one proprietor. The pronoun "we" may be used by the single proprietor to secure dignity and formality in his advertising. This same effect may be obtained by a part- nership, or company, by using the firm name instead of the pronoun. Instead of, "We are able to give great value," etc., the copy would read, "Jones & Co. are able," etc. 19. Grammar and Advertising. Grammatical cor- rectness is of importance in all kinds of writing, but it should be remembered that language is a servant, not a master. Language is a means of conveying ideas to others, and if at times this can be done better by not following grammatical rules slavishly, they should be disregarded. For instance, the ad-writer may use "the man you deal with" in preference to "the man with whom you deal," despite the rule given in many works on composition to avoid ending a sentence with a preposition. According to some works on composition, it is not the best style to begin new sentences with the words and and but; yet the ad-writer should feel free to do this when clearness or forcefulness will be gained. Strength, clearness, and convincingness are of more importance than any rules. Still, it is a fact that in most cases a correct expression is smoother and clearer than a loosely worded one. 20. Colloquialisms and Slang. Colloquialisms (expressions used in common conversations, but rarely in 20 COPY FOR ADVERTISEMENTS 3 literary composition, sometimes referred to as "the language of the people"), can often be employed with good effect, as they give copy a more personal tone than their formal equivalents. "Don't" and "won't," for example, may be used in preference to "do not'^and "will not"; "I'll" and "you'll" for "I will" and "you will"; "shouldn't" for "should not"; etc. Slang and colloquialisms are closely related, but the former is usually incorrect, inelegant, even vulgar, and of short life, while the latter are standard expressions. As a rule, the use of slang should be avoided, as it has a cheapen- ing effect on copy. In some cases, however, depending on the article to be advertised and the class of purchasers, the use of slang is permissible. For instance, in advertising baseball bats, a statement like "These are the kind to smash out corking hot liners with" would be allowable, as this is the language of the ball field and would appeal to ball players more than pure language. Standing between colloquialisms and ordinary slang are words and phrases called trade slang. Every occupation or business employs such expressions in every-day conversa- tion, and when so used they are proper. When writing an advertisement to appeal to members of a certain class, therefore, the use of its trade slang is allowable and in some cases is even desirable. Trade slang that has become well known to the general public may also be used when exploit- ing goods for general sale. 21. Requisites for Skill In Composition. The first requisite of effective writing is to have something to write about. The ad-writer who attempts to write copy without having studied his subject and received impressions that lead up to good ideas will not produce a strong advertisement, even if he has a good command of language. But when he has stored his mind with the facts and arguments that would influence prospective purchasers, he will still fail to produce a strong advertisement unless he has enough skill in the use of words to convey his ideas clearly and vividly to others. 3 COPY FOR ADVERTISEMENTS 21 Experience has shown that the conveyance of thought from one mind to another, whether by speech or by writing, is a difficult art, in the exercise of which few persons attain high excellence. The great writers of the world are known by the fact that their works are capable of producing on the minds of their readers effects that are vivid and lasting. Many things are required for giving to literary composi- tion the highest measure of effectiveness. Some of them are the following: 1-. Skill in the choice and use of words. This skill will come gradually from constant practice in conversation, reading, and writing. In this practice, a knowl- edge of spelling, punctuation, and grammar is indispensable. A good dictionary and approved works on English synonyms should be referred to whenever the writer is in doubt about the meaning or the choice of a word. Conversation with persons that speak correctly is especially helpful. So far as possible, the books read should be those written by the best authors, and they should be read again and again not so much for their matter as for their style and for getting a good vocabulary. A person that does not read some of the best books and one or two periodicals that contain well-written articles need not expect to acquire skill in the use of words. Exercises in composing should be continued until they cease to be a task and become a pleasure. 2. A logical instinct. A person with this instinct a strong sense of orderly arrangement will speedily learn to construct sentences that are clear and forcible, as well as easily understood. Every element of his sentences will be just where it should be to produce the strongest possible effect on the hearer or the reader. Without a sure sense of logical dependence, a quick perception of order, and a fair measure of constructive inge- nuity, no one can excel in composition. 3. A sense of beauty and harmony in language. The exact ideas required to produce a given effect may be expressed in language so harsh and awkward as to fail in its intended effect, and serve only to offend or weary the hearer. 22 COPY FOR ADVERTISEMENTS 3 On the contrary, it is well known that an audience can be delighted by a speaker or a reader even when the matter presented has no great interest or importance. It is said that Gladstone could make music of mere statistics, and that Whitefield, the great preacher, could call forth either laugh- ter or tears by uttering in different tones the word Meso- potamia. To become a skilful writer or speaker, one must have a sensitive ear and be quick to recognize a beauty or a blemish in language. 22. Few persons realize how many synonyms there are for a single word. Consider, as an example, the word beautiful. There are a dozen or more synonyms, yet each one has a delicate shade of meaning of its own and is a more appropriate adjective for some nouns than it is for others. Note how well these adjectives go with the nouns they qualify: a beautiful woman, a handsome man, a pretty hat, a fair face, a charming entertainer, a graceful figure, a bewitching smile, a comely matron, a picturesque view, an attractive design, a delightful surprise, a fine house. The following example of the various words that may be used to indicate a collection of things still further emphasizes the peculiar fitness of certain words for others: A bevy of girls, a pack of wolves, a gang of thieves, a host of angels, a shoal of porpoises, a herd of buffalo, a troop of children, a covey of partridges, a galaxy of beauties, a horde of ruffians, a pile of bolts, a heap of rubbish, a drove of oxen, a mob of blackguards, a school of whales, a congregation of worshipers, a corps of engineers, a swarm of bees, a crowd of people, a flock of pigeons, a fleet ot ships, a litter of puppies. English is so rich in synonyms and different methods of expressing the same idea that there is no reason why the ad-writer should use certain words and expressions to excess. 23. Realistic descriptions depend largely on the ad- writer's choice of adjectives. Consider, for example, the phrase "velvet smoothness"; the word velvet here con- veys as much to the mind as several less appropriate adjec- tives would convey. The same principle applies to words 3 COPY FOR ADVERTISEMENTS 23 other than adjectives. In the sentence, "Weis pruning shears will snip a broom handle," the word snip conveys the impression that the shears will cut a broom handle as ordinary scissors would clip a thread; substitute sever or cut and the sentence is not nearly so strong. 24. When reading over copy for an advertisement, it is always a good idea to note whether the same word or expression has been used two or more times in close prox- imity; whether the various words and phrases convey the right shade of meaning; whether the proper adjective is used with the noun it modifies; whether a single adjective can be found that will convey a stronger impression than several other words; etc. It is natural with most persons to be verbose. Therefore, most beginners will use, such expressions as smell and odor, rough and coarse, when just one of the descriptive words would be stronger. 25. The ad-writer will find it profitable to read carefully a well-written advertisement such as is shown in Fig. 1, and then, without referring to it, write the facts and arguments of the advertisement in his own language. By comparing his completed work with the original advertisement, he will see wherein he has failed to do as well as the skilled writer in the choice of words, arrangement of ideas, etc. Single paragraphs like the following may be used in the same way: Nearly every man, and surely every woman of right instincts, wants a home a cozy, artistic, substantial home, amid pleasant, healthful surroundings, where living in the right sense of the word is made possible. The question, then, of first importance is, "Where shall the home be?" Naturally, the best place is where the home will always be in a strict residential neighborhood, protected by wise restrictions that insure an atmosphere of morality and refinement, r and where the purchase of property is sure to prove a profitable investment. For just these reasons, Woodland Heights appeals to home-loving people. It is an ideal spot, and offers the home lover who needs rest and quiet after a busy day, a new world of peace and healthfulness where he can absorb the influence of nature's beauties, and enjoy the real com- forts of life. 24 COPY FOR ADVERTISEMENTS 3 But, aside from the "home idea," Woodland Heights offers an opportunity for the investing of savings in real estate that is not only safe but is more than likely to double in value within the next few years. Just a little more than a year ago Woodland Heights was merely a fine tract of land of about one hundred acres, sandy, well-drained, and partly covered with beautiful trees. Now, it is a perfect site for homes with broad, well-graded streets bordered with cement sidewalks and curbing, parkways smoothly leveled and adorned with young live oaks and sycamores. A complete water system is installed, affording perfect water supply and fire pro- tection; and the Woodland Heights car line gives a fifteen-minute service. This soap produces a lather that differs from all others. First, in body: it is close and profuse. Secondly, in lasting C[ualities: it holds its moisture and remains on the face, thick and creamy, without the drying and smarting effects of other kinds. The plan just described is the one that Benjamin Franklin followed when striving to improve in composition. Persist- ent practice is sure to bring improvement. The examples used need not all be advertisements, but, in any case, they should be selected for the well-written English that they contain. 26. Study of Human Nature. To write effective advertisements, the ad-writer should study human nature. Vanity and pride in personal appearance influence those who buy clothing. The desire for comfort and ease helps the sale of hammocks, easy chairs, etc. The universal love of money the desire to get rich assists the advertising of investments. Appeals to the appetite make the advertising of foods more successful. The ad-writer should try to put himself in the place of the person that he is trying to influence through the advertisement. He should try to imagine what would appeal to him if he were that person and in that person's condition or circumstances. If the goods are to be sold to farmers, he should study the instincts and needs of farmers. If an improved plow is to be advertised, the farmer will be interested in knowing 3 COPY FOR ADVERTISEMENTS 25 that one man can do as much work with the plow as two men can do with some other kind of plow, because the labor question is an important problem with the farmer. He will be interested in knowing that the improved plow can be adjusted so that it will plow just deep enough for the soil of his farm and not too deep; that it is strongly built and not likely to be broken by rocks or to get out of order in busy times; and so on. Is it a baby food? Then the advertisement should be so written that it will appeal to mothers. The mother's natural pride in the health and appearance of her child and her mater- nal concern for its general welfare must be studied if the ad-writer desires to make his appeal most effective. The ad-writer should not imagine that other people will part with their money any more quickly than he would with his. One of the most successful department-store adverti- sing managers goes out in the store among customers and listens to the conversations that are carried on between customers and clerks. He stands in front of the show windows and takes hints from the remarks of those who stop to look in the windows. He studies the class of people that come to the store, learns what appeals to them, and prepares his copy accordingly. While, in some respects, people are much the same the world over, it is not safe to assume that the advertising that is effective with one class will be effective with another. Campaigns that were successful in the United States have had to be modified according to British ideas before they brought proper results in Great Britain. 27. Advertising to Women. Probably the first divi- sion of customers that would suggest itself would be that of sex. It has been estimated that about 80 per cent, of all goods sold are purchased by women. Yet some recent investiga- tions show that the opinions of men enter largely into many purchases that were formerly supposed to depend entirely on the judgment and taste of women. Nevertheless, women buy practically everything for themselves, nearly all things for 26 COPY FOR ADVERTISEMENTS 3 their children, many things for the men of the family, and their opinions control to a greater or less extent the purchasing of all the household supplies, furniture and furnishings, etc. Women are more readily influenced through advertising than men, for they are more easily attracted and not so hard to convince. Also, they have more time to read, consider, and inquire, and have learned better from experience that advertising is news, that it keeps them informed about the latest styles, new products, etc., and last, but by no means least, that it gives them an opportunity to save money. Perhaps the most important thing to be considered in advertising to women is style. Styles in nearly everything are constantly changing, and most women like to keep up with these' changes as much as possible. Most advertise- ments to women, particularly of wearables of any sort, should therefore emphasize style. A second point is women's love of detail. Almost any information about an article, provided it is not something already well known, will be read with interest. For this reason, articles for women's use should be fully described. A third consideration is that women have finer artistic taste and more love for the beautiful than men. Not only do the artistic points in the article appeal strongly to a woman, but every feature of the store and the advertising makes its impression to the esthetic side of her nature. Therefore, in advertising wearing apparel, personal and house furnishings, ornaments, etc., such points as artistic design, color schemes, arrangement, etc. should be well emphasized. Artistic illustrations and display appeal to women more than they do to men. Domesticity and pride in one's house are traits that are strong in women, and these should be appealed to by the ad-writer whenever opportunity offers. Every woman is interested in things that will make her home life pleasanter or easier or that will improve the appearance of the house. l 28. Advertising to Men. The articles that must be considered with special reference to men are limited to such 3 COPY FOR ADVERTISEMENTS 27 things as are for his personal use or are connected with his business. But even in the former class, women's influence is always more or less in evidence. Clothing, for example, is often bought at the suggestion or with the advice of some woman, or to make a good impression on the fair sex. Other things for personal use, such as cigars and tobacco, are essentially masculine and should be advertised without special reference to woman's taste and prejudices, with the exception that it is inadvisable to use anything in an adver- tisement that would offend a woman or prejudice her against the advertiser. It is a fact that many women read adver- tisements intended for men and talk them over with husband or brother. Men have many of the traits already mentioned as being strong in women, but in a smaller degree. Style and appear- ance have less bearing on a man's purchases; or, rather, while the desire for style may be as strong as in a woman, the style must be supported by quality. Some men have their artistic side well developed, but in most cases to a far less extent than in women. Strength and simplicity appeal to men more than mere artistic value. Men differ from women in that they have less regard for details. A brief description that covers the main points fully may produce better results than the full description that appeals to women. If the main points of an article are satis- factory, the details frequently get slight attention. Honesty and reasonableness are two of the primary requisites in copy for men. While full detail is important when the article involves much money, men will depend largely on the reputation of the advertiser in ordinary pur- chases and will trade regularly with the advertiser whose goods always come up to his advertisements. Reasonableness is an essential, because men are not easily influenced by exaggerated statements. They are more likely to regard them with amusement and distrust they see through them, in other words. Novelty often appeals strongly to men. A new idea, an old idea in new dress, or a story will interest a man more 28 COPY FOR ADVERTISEMENTS 3 readily than a woman. This is an important point in connection with creating and maintaining interest in an advertisement. Forceful writing "hammer-and-tongs" style often ap- peals to men, where it might fail to interest or might even disgust women. Both humor and the free, familiar chatty style of copy are more effective with men than with women. At the same time, guard against the natural tendency to be too "snappy" or clever, for this style makes the same impression that an oversmart salesman does. An ounce of earnestness is worth a pound of cleverness. 29.' Business Advertisements for Men. The fore- going remarks on copy for men apply largely to goods for personal use. Articles used in a business way, such as office supplies, machinery, and tools used in the various trades, are usually strictly men's goods, and woman's influence with regard to them is wholly or to a large extent absent. In copy for these "business goods" very little attention need be paid to the personal tastes of the consumer. The main point is to convince him that the article advertised will be of practical value in his business. The description of the goods may be lengthy, provided it is necessary for a clear understanding. Also, extended arguments may be used if they are logically presented. Anything that has a bearing on a man's business has an actual dollars-and-cents value, and it will be carefully studied if proper interest is aroused. It should be remembered, however, that a business man's time is valuable, and copy should therefore be concise. CATCH PHRASES 30. Forms of Catch Phrases. The purpose of a catch phrase is to put an idea into words in such an unusual, pithy, or concise way that the phrase will have indelibility; that is, will be retained in the public mind and always be associated with the article or business to which it refers. 3 COPY FOR ADVERTISEMENTS 29 Some catch phrases depend on alliteration; as, "The Rye to Buy." Others are plays on words; as, "Top Coats Bottom Prices." Another form is an adaptation of some old saying, or adage, that is known to every one; as, for example, "A Hair on the Head is Worth Two in the Brush." In many cases the phrase is merely a brief but pointed statement or question; as, "See that Hump?" "It Floats," "Good morning, have you used Pears' Soap?" The more inclusive a catch phrase is made, either with reference to the article or to the proposition in general, the more effective will be the phrase. "It's all in the Shreds," used by the manufacturers of Shredded Wheat Biscuit, is strictly true and gives their entire argument in five words. Their claim is that not only is all the wheat in the biscuit but also that the shredded form is responsible for the ease with which the product is digested. 31. Trade-Mark Value of Catch Phrases. A catch phrase persistently used comes to possess value as a trade mark, and for this reason is more frequently met in general advertising than any other form. In fact, some general advertisements consist of a catch phrase alone. The phrase not only serves to identify the goods, but if properly used will identify the advertisements and also act as a connecting link between advertisements in different kinds of mediums. The cumulative effect of such a phrase is of great impor- tance. A person may see an advertisement one day and then not see it again for a week or a month; but if the catch phrase is such that it clings to his memory, he will at once recognize that the article is not a stranger. If the phrase is first seen on a bill board and later in a magazine or a news- paper, the reader at once connects the two in his mind. In both cases, one advertisement reinforces the impression of the other. Mail-order manufacturers, also use catch phrases for prac- tically the same reasons as the general advertiser. One mail-order firm, for example, uses the phrase, "A Kalama- zoo Direct to You." This phrase clearly shows the nature 30 COPY FOR ADVERTISEMENTS 3 of the proposition by "direct to you," while at the same time the oddness of "Kalamazoo," the alliteration of "zoo" and "you" and the rhythm of the words make it almost impossible to forget the phrase. ' 32. Retail Catch. Phrase. In retail advertising, the catch-phrase idea is usually applied to the store or to the method of doing business. Samples of retail catch phrases are, "On the Square," used by a dealer situated on the main square of a city to indicate both his location and his fair dealing; "Credit you? Certainly," used by a concern sell- ing on credit; "The store that saves you money," suggest- ing uniform low prices; "Serves you right," tfsed by a res- taurant; "Newman, the Shoeman"; "When in doubt, buy of Osgood"; etc. 33. Catch-Phrase Headings. A less common form of catch phrase is the one that has value only in the adver- tisement in which it appears, and is not intended to become a "trade-mark phrase." "Top coats bottom prices" is such a phrase. Used as a heading, a combination like this often excites more interest (and hence increases the likeli- hood of the advertisement being read) than would a more common wording like "Top coats at lowest prices." 3 COPY FOR ADVERTISEMENTS 31 COPY SUMMARY ACTUAL EXAMPLES OF CONSTRUCTING ADVERTISEMENTS 34. The novice in the advertising business will undoubt- edly find it somewhat difficult to assemble his ideas pre- liminary to writing copy; therefore, the following copy summary is given to assist him. The preparation of a similar summary should be a preliminary to the writing of copy for any advertisement, at least until such time as the ad-writer becomes so expert that he can readily pick out and keep in mind the main features of the proposition. Before writing the copy, the ad-writer should answer the following questions to his own satisfaction: 1. By what plan is the article or service to be sold? (Is a retailer to advertise it? Is the manufacturer to advertise to create a demand on retailers? Is the sale to be made by mail? etc.) 2. What class of prospective customers am I trying to influence? (Men or women? City people or country people, or both? Well-to-do, poor, or middle class? etc.) 3. What are the tastes, needs, and manner of reasoning of these people? What will probably be their objections to buying, and how may these objections be overcome? 4. In what medium is the advertisement to appear? (Newspaper? Magazine? Street car? Bill board? etc.) 5. What is to be the size of the advertisement? (Width? Depth?) 6. Shall "season," current event, local happening, etc. be used? 7. What selling points of the article and what features of the selling plan should be introduced? That is, if I were one 32 COPY FOR ADVERTISEMENTS 3 of these prospective customers, what would interest and influence me? 8. What heading is most likely to attract the favorable attention of prospective customers? (Name and selling point of article? Question, suggestion, or command about use, need, or benefit? etc.) 9. Would illustration strengthen the copy? If so, what style and size of illustration should be used? NOTE. While the questions about the size of the advertisement and about illustration are important, no attempt should be made to show size until the Section devoted to Layouts has been studied and no attempt should be made to show illustrations until Advertisement Illustration has been studied. 10. Shall price be presented? If so, how shall it be presented? (In heading or near the end of the advertise- ment? Cash or instalment? etc.) 11. Is it best to try to have the advertisement complete the sale, or should this be left to a salesman or to a catalog, booklet, etc.? If the advertisement is to complete the sale, what is the strongest closing point? After writing the copy, answer this question: 12. Is the copy clear, concise, complete, truthful, inter- esting, logical, convincing, grammatical, properly spelled, properly punctuated, and properly paragraphed? When satisfied that the copy is as good as can be made, read it to some friend, if possible. By so doing it can be learned how the copy will appeal to others, and perhaps minor weaknesses that have been overlooked may be discovered. COPY FOR A SAUSAGE ADVERTISEMENT 35. In order to show clearly the application of the fore- going instruction, the various steps in preparing copy for a retail-market advertisement of sausage will be described. In General Definitions, ten sources of information with regard to the selling points of an article were listed. Of these, six can be used in the present case: The manufac- turer and retailer of the article (one and the same person in 3 COPY FOR ADVERTISEMENTS 33 this instance) can be consulted; probably several users of the article are known to the ad-writer; or he may have eaten this make of sausage himself; investigation into the methods of manufacture, nature of ingredients, etc. may be made; and, lastly, probably any obtainable advertisements and booklets of other makers of sausage would prove helpful. 36. Analysis of Sausage Selling Points. Having obtained from the available sources all possible informa- tion about the sausage, the next thing to do is to make a careful analysis of the information. Referring to the sheet containing the Analysis of Selling Points, checking off the points that apply to this sausage, and adding addi- tional or special ones, the following list of classified points is developed: Flavor. Delicious and appetizing. Taste. Tempting and spicy, but not overseasoned; fresh because made every day. Quality. Superior, because of material and method of manufacture. Material. Best selected pork is used, not scraps, and nothing but pork; spices used for seasoning are the purest obtainable. Workmanship. The maker of this sausage follows a receipt that he has used for 20 years; utmost care is used throughout entire process to maintain high standard; repu- tation of sausage and maker is well known throughout the county. Reliability. Reputation of both manufacturer and sausage is a guarantee of reliability. Purity. Guaranteed absolutely pure in every way; no preservatives, coloring, or adulterants of any kind used; "home made" on the premises, which are kept scrupulously clean; clean, careful help; always glad to have visitors call for inspection at any time; sausage is put up "in the case" and "loose"; the loose sausage is packed in air- and dirt- proof packages, which keep it fresh and clean. Price. Same as for ordinary sausage. 2049 34 COPY FOR ADVERTISEMENTS 3 Selling Plan. Case or loose sausage sold in 1-pound packages only; mail or telephone orders accepted; free delivery anywhere in town; six daily deliveries. 37. Copy Summary for Sausage Advertisements. The Copy Summary should now be made. The answer to the questions in Art. 34 would be about like this: 1. The retailer, who is in this case also the manufacturer, is to advertise the sausage. 2. Housewives of the great middle class. 3. Likely to be interested in good things for the table, but probably already buying some other sausage regularly. Advertising will have to emphasize quality strongly in order to induce them to change. 4. Newspaper. 5. About 3 or 3i inches deep; two columns wide. 6. No. 7. It is evident that the list in Art. 36 contains unim- portant selling points and those which may belong to other makes of sausage. The following, however, belong to this sausage alone, or if to other sausages, in a smaller degree: Home made; strictly pure ingredients; nothing but best selected pork and spices; always fresh; made every day from receipt used for 20 years; sealed packages; six daily deliveries. 8. Name and selling point of the article. 9. No illustration needed. 10. Price should be given; but as it is not special, its logical place is near the end of the advertisement. 11. It is best to have the advertisement complete sale, if possible, because it will be difficult to induce prospective purchasers to come to the store to see the sausage. Mention of free delivery six times a day and a suggestion that the reader telephone for a trial pound are good closing points. 12. Question 12 can be answered, of course, only after copy has been written. Fig. 8 shows the advertisement as set up. Note that the information and the argument have been reduced to a few sentences. 3 COPY FOR ADVERTISEMENTS 35 COPY FOR A REFRIGERATOR ADVERTISEMENT 38. As another example, the preparing of an advertise- ment of the Elaine refrigerator, for sale by a local hardware store, will be described. It is assumed that the ad-writer has little knowledge of refrigerators in general and no knowledge of this particular refrigerator. The necessary information may be obtained as follows: Our Home-Made PorK Sausage is the most delicious you ever tasted. No more like the packing-house article than chalk is like cheese. Has the true home-made flavor, and contains nothing but selected fresh pork (no scraps) and purest spices. Not overseasoned; just right. Always fresh; we make it up every day, just as we have for 20 years. Our clean kitchen is open to visitors. Cobb's Sausage costs no more than others. In the case, or 1 ff?^ loose, in 1-pound sealed packages, per pound ^-^ V* Six deliveries daily. Telephone us to leave you a. trial pound today Cobb (L Co., 4O1 Palfry Telephone, 20 Main FIG. 8 1. From the manufacturer's catalog, of which the dealer would probably have a copy; or the catalog could be obtained from the manufacturer. 2. If the ad-writer could talk with the manufacturer's traveling salesman, he could also get information, but as the salesman's visits would be infrequent this source could be used only in special instances. 30 - COPY FOR ADVERTISEMENTS 3 3. From the dealer himself, who also would act as buyer of his stock, except in the largest stores. 4. Local purchasers of the refrigerator could be inter- viewed. 5. The ad-writer should also examine the refrigerator carefully with a view to discerning selling points that might otherwise be overlooked. 6. A study of advertisements, catalogs, etc. of other refrigerators might suggest some points of value. 39. Refrigerator Analysis. A careful application of the Analysis of Selling Points suggests the following points: Appearance. The refrigerator is a new model of substan- tial, attractive appearance. The hardwood used is handsome, natural, dull-wax finish. Size. Three sizes. Quality. High. Material. High-grade hardwoods, best that money can buy. Porcelain one-piece linings that cannot break, crack, discolor, chip, craze, or absorb moisture. Strong castors. Smooth and easily washed. Workmanship. Refrigerators are faultlessly finished; per- fect cabinetwork. One-piece linings made by patent process. No other manufacturer can duplicate them. Manufacturer has had 10 years' experience in making these refrigerators. Durability. Will last a lifetime; will outwear several cheap refrigerators. Health fulness. Absolute safety from disease germs of all kinds. No lurking place for decaying food, because of one- piece construction of linings. Perfectly dry atmosphere all the time. Reliability. Guaranteed; free trial offer enables purchaser to verify every statement made by advertiser; indorsements can refer to several satisfied purchasers in this town; in use for 10 .years without a single case of dissatisfaction; thousands in use. Utility. Used daily. 3 COPY FOR ADVERTISEMENTS 37 Economy. Saves work because easily cleaned; saves money because it saves ice; saves health and doctor's bills because it keeps food in perfect condition; saves worry. Price. Reasonable: special for next 60 days in order to introduce locally; will be advanced at end of that time. Selling Plan. Sold on 30 days' trial; money refunded if refrigerator has proved unsatisfactory at end of that period; instalment plan if desired. Additional Point. The refrigerator is odorless owing to a proper circulation of dry air. 40. Refrigerator Copy Summary. The answers to the questions in the Copy Summary are: 1. Retailer is to advertise the article. 2. Housewives almost entirely. Some husbands might be interested in article, but they probably would not have time to investigate. As this refrigerator sells for a good price, poor people could hardly afford it. All other house- keepers could be regarded as possible customers. The hardware dealer is in a fair-sized town, where people are accustomed to buying through advertising and respond readily to good advertising. 3. These prospective customers will probably look favor- ably on a refrigerator of this class; that is, most housekeepers that do not own so good a refrigerator would probably like to own one. The obstacles in the way of the sale will be the fact that many of these housekeepers will have an old or cheaper refrigerator. The comparatively high price of the Elaine will be an objection to overcome with a great many. The best way to overcome the objection is to emphasize the necessity of a healthful refrigerator and the high quality of the Elaine. 4. Newspaper. 5. From 6 to 7 inches deep; two columns wide. 6. Yes. Typhoid epidemic in city. This fact may be used to emphasize the urgent need of a germ-proof refrig- erator. 38 COPY FOR ADVERTISEMENTS 3 7. The following points apply to this refrigerator alone, or apply to this refrigerator to a larger degree than to any other: Safety. Germ-proof, owing to construction of food com- partments. These are made of solid porcelain without joints of any kind to afford lurking places for decaying food. (Typhoid sometimes originates in just such places.) Material. This porcelain cannot chip, craze, break, dis- color, or absorb moisture. These last selling points are claimed for other porcelain-lined refrigerators, but usually cannot be substantiated owing to the inferior grade of porcelain used, which sooner or later becomes imperfect. Elaine porcelain is made by secret patented process and is guaranteed to remain perfect for a lifetime. The surface of the porcelain has an unusually high glaze; hence, refrigerator can be cleaned more easily than any other. Saves Money. Porcelain is very thick and naturally stays cold. This saves ice; hence money. Circulation of Air. Refrigerator is so designed that there is constant circulation of dry air. This dryness prevents food from deteriorating. This claim is made for other refrigerators, but the Elaine circulation is superior. This germ-proof idea, together with the fine material, workmanship, and appearance should make a favorable impression on readers. 8. Name of article combined with the germ-proof selling point. 9. Yes. An attractive illustration of the refrigerator that showed its good points would make the advertisement not only more attractive but more convincing. An illustra- tion 2| or 3 inches deep would be large enough. NOTE. While an illustration would improve the refrigerator adver- tisement, until Advertisement Illustration is studied most of the examples will be all-type advertisements. 10. Price should be quoted in the latter part of the body matter. 11. As the refrigerator is on sale in the local retail store it is not practicable to try to make the advertisement com- 3 COPY FOR ADVERTISEMENTS 39 plete the sale. The offer of a free trial for 30 days and to refund money in case the purchaser is dissatisfied, together with preceding information and argument, should be suffi- cient to bring prospective customers to the store, where the sale may be completed by a salesman. 12. After the copy was written, question 12 was carefully considered and answered in the affirmative. Fig. 9 shows this advertisement as it appears when set up in type. It is not practicable to try to include in one adver- tisement all the points brought out in Art. 39. Some of the good points that are omitted could be incorporated in other Elaine Refrigerator advertisements. COPY FOR VARIOUS ADVERTISEMENTS 41. In showing the construction of the sausage and the refrigerator advertisements, the uses of the Analysis of Sell- ing Points and the Copy Summary were explained and demonstrated in detail. A sheet containing the Analysis of Selling Points and the Copy Summary is furnished for each advertisement to be written. Throughout this Course it is expected and required that the selling points of the com- modity to be advertised shall be checked off on the list, that the additional or special selling points shall be written down, and that the ad-writer will ask himself the questions of the Copy Summary and thus assure himself that his advertise- ment is the most effective that he can prepare before send- ing his work for criticism. 42. Naturally, there will come a time when the mind will be so trained that this discovering of the selling points will be done almost instinctively, and when it will be unnecessary to check off the selling points on the back of the chart before writing an advertisement; and in due time the ad-\vriter will be able to see that his copy is just what it should be without being obliged actually to ask himself all the questions of the Copy Summary. This facility is some- thing that is possessed only by expert, experienced writers, The Only Germ-Proof Refrigerator You're boiling all water, of course, but haven't you over- looked the fact that there is another source of typhoid troubles the refrigerator? The ordinary refrigerator is full of typhoid breeding places joints, cracks, crevices where decaying food lodges. Take no risks; protect your family by buying a Elaine, the only germ-proof refrigerator. Its pure white, highly glazed lining is one solid piece, no joints, no crevices, and all corners are rounded. There is absolutely no place in THE BLAINE where decaying food can lodge. And better still, there never can be; Elaine porcelain cannot break, crack, chip, craze, or discolor in any way. The patented manufacturing process is the reason; absolute safety the result. The Blaine is made by the well-known Elaine Manufactur- ing Co., of Boston, Mass., and sold under a positive guarantee to refund money if ordinary, careful use develops any defect within 10 years. No other refrigerator dares give such a guarantee. The Blaine is built of the finest thoroughly sea- soned white oak, wax finished in the natural color. Improved model, the result of 10 years' experience in making refriger- ators. To introduce the Blaine, until June 1 we will sell it at a reduced price, and on 30 days' trial. Your money back if you want it and no questions asked. Three different sizes in our stock. Blaine No. 61: two food compartments, four shelves; front opening, 100-pound ice box; regular price, $25. For next 60 days, ' $20.50 Rowe, Robinson & Smith Sole Agents for Suffolk County 249 Massachusetts Avenue 3 COPY FOR ADVERTISEMENTS 41 however, and throughout this entire Course the Analysis of Selling Points and the Copy Summary should be used in preparing the advertisements. In the other demonstrations of copy writing that follow, the process of finding the selling points and of answering the questions of the Copy Summary will not be given in the detail that they were in the construction of the sausage and refrigerator advertisements; but it should be understood that these processes are followed in the construction of all the advertisements shown in this Section as specimens of good copy. 43. Copy for a Soap Advertisement. Soap is an article of common use, and unless the particular soap that is to be advertised has some qualities . not found in any other soap, there is no need to fill space with arguments to the effect that people should use soap. If a shampoo soap that is a cure or a partial cure for dandruff is to be advertised, then it would be well to begin with something that will induce persons that are annoyed with dandruff to use this soap for, the trouble. But if the soap is designed for ordinary toilet use, the entire information and argument should be devoted to showing merely that this particular soap is superior, or superior at its price, to any other soap on the market. If there are special uses in which it sur- passes most other soaps, then the most should be made of this point. For instance, in their advertisements, the adver- tisers of Ivory soap have pointed out the superiority of Ivory for the washing of lace curtains, blankets, ostrich feathers, etc. All of this is decidedly educational and is good advertising. Resinol soap, according to the claims of the makers, is made up of (1) oils that nourish the skin; (2) resinol, an agreeable, healing emollient; and (3) suets of the best quality. The statement is made that Resinol soap not only does all that other soaps do, so far as its cleansing qualities are concerned, but does a great deal for the skin that other soaps do not do that it stimulates a healthy action in the 42 COPY FOR ADVERTISEMENTS 3 skin, is the proper food for the "invalid skin," so to speak, and that it has a cooling, pleasant effect. The price of Resinol soap being 25 cents a cake, it is obvious that a great deal of space should not be given to its ordinary cleansing qualities, however good they may be, for the public can buy other soaps much cheaper that will answer for toilet purposes. Unusual features the individual selling points must be the principal selling points. The claim that Resinol soap does something for the skin that other soaps cannot do must be proved in order to induce buyers to pay 25 cents; and it must be shown that instead of the price being high, it is really low for a soap of the quality of Resinol. As the soap belongs in the medical class, it is better sold through drug stores than through grocers, and in order to create a demand on the druggists and induce them to handle the soap, the admonition of the advertise- ment should be "Get it at your Druggist's" or words to that effect. In order that the force of the advertisement may not be lost, the direct-command style of admonition may be used. Carrying out these ideas, the advertisement shown in Fig. 10 is produced. 44. Copy for a Hand-Numbering-Machine Adver- tisement. While thousands of business offices use hand numbering machines, the person at whom an advertisement for an article of this kind should be directed is the man that has not yet learned the use of one that does not appreciate the time it saves or the quality of work it does. The man that does not know the value of a hand numbering machine will not buy one merely from reading a description of it. From mere descriptive advertising, he may in time get a general impression that the particular machine advertised is a good one, but unless for some other reason, such as a certain need in his business or seeing an acquaintance use the machine, he concludes to buy, a mere description will not be sufficient for effective advertising. Therefore, the mission of an advertisement for a machine like the Bates hand numbering machine should be twofold: A Peculiar Soap Brings Health and Beauty to the Skin RESINOL SOAP is a peculiar soap. It is totally unlike any other soap. It is not mere soap. It is a scientific com- bination of gentle skin-feeding oils, selected suets, and RESINOL the most balmy, cool- ing, healing, and effective skin emollient known to medical science. RESINOL SOAP is a wonderful soap. It produces wonderful results. It gives in com- pressed and durable form all the best factors that count for skin beauty, skin transparency, skin stimulation, skin health. Thirty days' use of RESINOL SOAP will work such changes in a sickly skin that it will find a permanent place on your toilet table. It is the ideal skin Soap cooling, healing, nour- ishing a veritable blessing to a parched skin. Go to your druggist's today and ask for a cake of RESINOL Soap. It costs only 25 Cents. Buy a cake. Try it. Watch the Results FIG. 10 44 COPY FOR ADVERTISEMENTS 3 first, to convince business men that it is to their interest to use a numbering machine that the numbering of orders, index cards, statements, etc. is a time- and trouble-saving practice; and, second, that the Bates machine is the best in the market. The uses of a numbering machine are so various that all cannot be mentioned in the advertisement; but a few may be given, and these will suggest others to the mind of the reader. Furthermore, a booklet may be offered that will give the particular uses of the machine in various lines of business. It is not desired to make direct sales, but to send the reader to his regular dealer. Having obtained these points from the use of the Analysis of Selling Points and the Copy Summary, the advertisement shown in Fig. 11 was prepared. The copy originally occupied half of a magazine page, and was 8 inches deep. 45. Copy for a Waist-Sale Advertisement. In writing an advertisement for the purpose of selling a large assortment of women's waists, the space that can be given to each article is necessarily small. There is great differ- ence in tastes to be considered and there are many pocket- books to be suited. Consequently, one or two sentences dealing with the chief points of description and the strongest selling arguments are all that can be devoted to one article. An advertisement of this kind for a store that has for its patrons the great middle class is almost worthless unless it gives prices. Quality, terse descriptions of the "style, and price should be the leading selling points. A short introduc- tion is also appropriate in an advertisement of this kind. The result of using the Analysis of Selling Points and the Copy Summary is shown in the advertisement reproduced in Fig. 12. 46. Copy for a Real-Estate Advertisement. A great many suburban lots are bought as locations for homes and a great many more are bought as investments. Lots may be advertised either way, or both arguments may be introduced. Then, the idea of safety may be brought out; that is, the fact that real estate bought at a reasonable price cannot depreciate like many other forms of investment. Numerical Systems Save Money The use of numbers will simplify your records and make them absolutely accu- rate. You should number every order and keep a numbered carbon duplicate. Every requisition, cost ticket, statement, check, prescription, ledger card, etc., should have a number. A Bates Num- bering Machine will do all this work in half the time and at half the expense required by any other method. The Bates Numbering The Bates Numbering Fio. 11 0) O o c a 5 =~ & a * * o .S-s la 3 c I 1 S ~ w * a we 2F 1! f * *.,<> rk o now lyn w u MS 0^3 Si el bri * * ! S 4) assj- III -w ugh S.8 111 6 X w a = g.^ & 2s s at 59c cts, open front, ists with tucked insertions; full- P I1IF|1IS| ii E3.5 4s a ^.B . 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J5 S^ ^ ^" ^* u w S> J "gf.^se-i 1 S J|l| _2 x^ | s 1C 'C ^ ^ ^ > P - S Ss ||?|lj 3 d y '5 S 3 s l &S-! - g l Mone if 'u > ^ o (N ^ (U 43 _G _M '5 1 CO c/3 0) h -2 'So "S a (D 13 *T3 's ^O cJ .9 '^ OJ 42 O3 J3 o3 C CH 3 -3! rs o _0 'o 43 u o ^p C fcx C 'S real-estate "rt 43 . t-( ft CD I s >> S ,0 C > o3 K* '10 03 ^ C a 13 QJ J5 43 43 " C D o3 44 u j~ O >i od T3 i i H3 03 0) B CO (D 43 73 03 O 3 "as C^ 13 C 03 rt 1 the ese Six om 8 O, Times Bldg' illli^l H 4^ en S ^ S u i 3 a ^ ii cu t fe -8 a 2 PL, bjo-^ C 3 * & P. ^ a w 8 .2 ^ a w F .9 13 ^ -2 o J5 ^ u <" S 5 B f{> OS *^* rrt ft co a "a M-I 'o o o 5Ti Emerson * _ \ il fi :W 3 COPY FOR ADVERTISEMENTS 47 If the lots are to be advertised as an investment, the facts as to why the price is likely to advance should be brought out clearly. There are so many "fake" investments adver- tised that the average person is not likely to put money into anything unless he is thoroughly convinced that it will be a profitable venture. Building operations, the trend of the city in the direction of the property, transportation facilities and the contemplated improvements in them, sewerage, pavements, water, schools, churches, and all other features likely to attract home builders are important points. The fact that the lots may be bought with a small cash payment, with the balance payable in small monthly instalments, is a good selling point. Title is an important consideration; and if the title will be guaranteed by the leading title company of the city, another strong selling point is scored. The favorite and best admonition to the reader is to "come and see the property." Some real-estate companies offer to pay the car fare of all visitors. There are not many points in the Analysis of Selling Points that apply to a subject like this, but the principle of the analysis may be carried out. An exhaustive study of the thing to be advertised will uncover many strong facts and arguments. After analyzing a suburban real-estate prop- osition and applying the Copy-Summary questions, the advertisement shown in Fig. 13 was produced. 47. Advertisements in Series. It is not always advisable to try to present all the selling points of a com- modity in one advertisement. If the article is of such a nature that the consumer must be gradually educated up to using it, a series of advertisements may be prepared, each advertisement featuring one selling point. While the various advertisements of such a series may be of the same character, so that the reader will recognize the connection, each may be complete in itself. The sausage advertisement in Fig. 8, for example, does not include all of the selling points of the commodity; nor does the refrigerator advertisement shown in Fig. 9. T*^e iSteaming-Room Man-i 48 3 COPY FOR ADVERTISEMENTS 49 Fig. 14 illustrates how this idea of a series of advertise- ments may be carried out in telling a factory story. These advertisements appeared in a trade paper and attracted much favorable attention. Only five of the advertisements are shown here; there were ten in the series. Even when there are not a great many selling points, it is best in most classes of advertising to change the adver- tisement from time to time, lest it become monotonous to readers. This is particularly true in retail advertising because the advertiser addresses the same people day after day. In the mail-order business, where a great many new readers may be reached with additional insertions, an effect- ive advertisement may be used for some time without change. Change of copy does not mean that a strong idea must be abandoned. The idea may simply be presented in a different way. There have been dozens of interesting adver- tisements prepared for a well-known safety revolver and in all of them the principal point has been the safety device of the firearm. On the other hand, an advertiser, such as the proprietor of a shoe store, may find it profitable to exploit on one day a shoe that has comfort for its strong point, on another day a shoe that has style as its chief feature, and so on. What appeals to one class of readers does not always appeal to others; "different kinds of fish are caught with different kinds of bait." The mistake of including in one advertisement a general list of everything is common among retailers. There is no need for this listing except in special sales and in adver- tising such goods as groceries. Judicious advertising of specialties will educate the public up to believing that the advertiser has desirable goods of many kinds. While remem- bering that some advertisements should incorporate all the strong points, the ad-writer should also remember that others are stronger in a series with one or two good points in each advertisement. To include too much in one advertisement or to have one tiresome sentence may mean losing the reader's attention and wasting the advertiser's money. 20410 CORRECT AND FAULTY DICTION INTRODUCTION 1. A man may become a successful salesman or a successful advertiser in gpite of the fact that the language he uses is not always grammatically correct, but he will labor under a disadvantage. If he succeeds it will be because he has the true advertising instinct and knows by intuition or experience what facts and arguments will induce people to buy. The ability to write the English language correctly is not alone sufficient to make one a successful advertiser, or even an effective writer, for, as has been emphasized in another Section, good ideas are more important than correct words. Nevertheless, as the ad-writer can scarcely afford to employ a critic to correct grammatical errors, and as he is never safe in leaving mistakes to be corrected by printers and proof-readers, it follows that he labors under a great dis- advantage if he is unable to write correct English, or at least English that contains no glaring errors. The salesman that says "them things" for "those things" may be pitied for his ignorance or his slip may be excused on the ground of carelessness in speaking, but the ad-writer that makes such an error cannot be excused, for his mistake may be printed and will be noticed by thousands, to the discredit of the advertiser. It may be safely stated that no advertiser cares to employ a man that cannot write grammatically. A single grammatical error in a letter of application is usually enough to debar an applicant from favorable consideration. 14 2 CORRECT AND FAULTY DICTION 4 Therefore, students of advertising that are poor grammarians should overcome this deficiency before undertaking practical work. Every ad-writer should own a first-class grammar, one or more works on composition and rhetoric, a good dictionary, a volume of familiar quotations, and a com- prehensive book of synonyms, and he should refer to them constantly. 2. A great many common errors are made merely through carelessness and not because those who make them are ignorant of the rules of grammar or of differences in the meaning of words. This Section does not take the place of a grammar, but it deals with errors that are most common in the work of ad-writers, in correspondence, and in conver- sation. Grammatical terms have been avoided as much as possible in the explanations. If the beginner has any diffi- culty in understanding the terms used, he should refer to his dictionary and grammar. It is not expected that this entire Section will be mastered at once; it should be reviewed from time to time and used for reference. Mastering the rules of grammar and the principles of composition does not make one a ready writer. There are thousands who understand the rules and principles of cor- rect composition, but who nevertheless write with consider- able difficulty or express themselves in a commonplace way. Grammar, should, therefore, be thought of as a measuring rod that is to be applied to test the correctness of language, not as a set of rules which one should think of in writing. To learn to write well, one must read considerable well- written language; must seek opportunities to talk with those who use good language; and must use a dictionary and a book of synonyms faithfully. The practice that a student of advertising gets in composing copy on various subjects and in having his language criticized freely is exceedingly helpful, but this practice will be more helpful if the fore- going suggestions are carried out. CORRECT AND FAULTY DICTION PRINCIPLES GOVERNING THE POSSESS- IVE CASE AND VARIOUS PARTS OF SPEECH THE PRONOUN THE PRONOUN AND ITS ANTECEDENT 3. Agreement in Person, Number, and Gender. So far as possible, ( the pronoun must agree with its antece- dent in person, number, and gender. In the following the correct pronouns are in parentheses: Every person in the store should know their (say his) duty. His form had not yet lost all his (say its) youthful grace. When the gender of the antecedent is uncertain, or when it includes both sexes, if a singular pronoun is required, the masculine forms he, his, or him are to be preferred to the double he or she, his or her, etc. If any employe wishes to leave, he (not they) will please give some notice of his (not their) intention. Usually, however, such sentences can be so constructed as to include both sexes more clearly. Employes wishing to leave will please give some notice of their intention. 4. Antecedents for Collective Nouns. Use that (not who] with collective nouns that refer to persons as a group instead of as individuals. The family that (not who) came to the store. He instructed and fed the crowds that (not who) surrounded him. 5. Place of the Pronoun. The pronoun should be so placed that there can be no mistake as to its antecedent. 4 CORRECT AND FAULTY DICTION 4 Do not put between the pronoun and its antecedent a noun that may be mistaken for the antecedent. Jones secured me a good place in Brown's company by represent- ing that he and I had been college friends. Better, Jones, by repre- senting that he and I had been college friends, secured me a good place in Brown's company. An antique clock ticked against the wall which was beautifully decorated. Which was decorated, the clock or the wall? The follow- ing revision is clear: A.n antique clock, beautifully decorated, ticked against the wall. 6. Confounding of Antecedents. The pronoun should so agree with its antecedent as to represent the same idea and not confound a name with the thing named. Boston is a proper noun, which distinguishes it from other cities. Say, The word Boston is a proper noun to distinguish the city of that name from other cities. 7. The Relative That. The relative that should, in the following cases, be preferred to who, whom, or which, unless a preposition is required before the relative: 1. After a superlative when the relative clause is restrictive. Saturday is the earliest date that (not which) will suit. 2. After the adjective same with a restrictive clause. .It is the same goods that we offered yesterday. 3. After who used as an antecedent. Who that saw him failed to be charmed? 4. After two or more antecedents that denote both persons and things. He spoke of the men and the sights that he had seen. 5. After an antecedent unmodified except by a restrictive clause. Thoughts that breathe and words that burn. 6. After an antecedent introduced by it. It was information that he wanted, not argument. It was not / that he was seeking. 4 CORRECT AND FAULTY DICTION 5 7. After only and all. He was the only writer that reached the required standard. Avoid all expressions that are used commonly by other advertisers. 8. After a negative. There has never yet been a writer that could build a strong adver- tisement when he had no material but smooth sentences. He wrote on no subject that he had not studied. Nothing that he saw pleased him. None that deserved praise failed to receive it. 9. Analogous to the negatives are such terms as scarce, scarcely, merely, hardly, few, rare, seldom, etc. Scarcely a day passed that did not bring orders. It was merely a passing remark that he uttered, but it suggested the chief selling point of the campaign. There was hardly an applicant that could speak correctly. Few that tried were successful. Rare was the day that saw her unemployed. Seldom did news reach us that was true. 8. Connected Relative Clauses. When two or more connected relative clauses have a similar dependence on the antecedent, the same pronoun must be used in each clause. Had he written such copy as that he wrote for the Glenn store, or which (better, such copy as) Myers had suggested, etc. 9. The Relative and Its Governing Preposition. The relative and its governing preposition should not be omitted when they are necessary to the sense of the sentence or to the proper connection of its parts. He is still in the situation he was a year ago. Better, He is Still in the situation in which he was a year ago. 10. Repeating the Noun. If a pronoun may have any one of several possible antecedents, the antecedent intended should be repeated or the construction should be changed. We see the beautiful variety of color in the rainbow, and are led to consider the cause of it (substitute that variety, or the variety}. Several adding-machine salesmen called, and each gave a demon- stration of his machine. We liked all of them. (As them may refer to either the salesmen or the machines, the noun represented by them should be repeated.) 6 CORRECT AND FAULTY DICTION 4 11. Place of the Relative. To prevent ambiguity, it is necessary to place the relative as near to its antecedent as possible. It gives a meaning to words which they would not have. Better, It gives to words a meaning that they would not have. There are many words in the English language that are sometimes used as adjectives and sometimes as adverbs. Better, There are in the English language many words that, etc. 12. Adjectives as Antecedents. An adjective should never be used as the antecedent of a pronoun. Be attentive; without which you will learn nothing. Better, Be attentive; for without attention (or otherwise} you will learn nothing. Some men are too ignorant to be humble, without which they are unteachable {for without which, put and without humility}. 13. Sentences Used as Antecedents. The relative which should never represent an assertion. The manager opposed me, which was anticipated. Better, As was anticipated, the manager opposed me. 14. Repetition of the Possessive Pronouns. The possessive pronouns, my, thy, his, her, its, our, your, and their should be repeated as often as the sense requires. The city of Scranton and its vicinity. The husband, his wife, and their children. Esau thus carelessly threw away both his civil and his religious inheritance. 15. Singular Nouns Distinguished. When two singular antecedents connected by and are emphatically distinguished, both the pronoun and the verb should be singular. The good man, and the sinner too, has his (not have their} reward. The butler, and not the baker, was restored to his office. 16. Antecedents Preceded by Each, Every, or No. When two or more antecedents connected by and are pre- ceded by each, every, or no, they are taken separately and do not require a plural pronoun or verb. Every plant and every tree produces others after its (not their} kind. Each superintendent and'each clerk was ready to do his part. No harsh word and no cruel deed ever fails to react in some way upon its author. 4 CORRECT AND FAULTY DICTION 7 17. Antecedents of Different Persons. When ante- cedents are of different persons, the first personal pronoun is preferred to the second, and the second to the third. You, he and /have been praised for our good letter-writing. You and John have forgotten to do your work. He and / were on our way to Chicago. 18. Antecedents of the Same Gender. Ambiguity from pronouns that refer to two or more singular antecedents of the same gender is very common. Henry told John that he had just seen his father leave for the station with his wife. Here it is impossible to know whose father was seen, and by whom, or whose wife accompanied. 19. Relative With No Real Antecedent. A relative pronoun should never be left without an antecedent. The antecedent may be a clause, but when this is the case the clause must have the value of a noun. Neither can the rela- tive so used be replaced by this, that, these, or those, for these pronouns also require antecedents. The boy fell from a second-story window, which resulted in a broken arm (and broke his arm) . He was severely reprimanded for his neglect, which mortified him very much. Better, He was mortified very much by being severely, etc. Whitney was the inventor of the cotton-gin; this brought him fame, though but very little money (for this, substitute the invention, or an invention that}. OTHER MISUSES OF PRONOUNS 20. Misuse of Pronouns With the Verb Be. The most common misuse of pronouns is that with the various forms of the verb be. A noun or a pronoun following the verb to be in any of its finite modes must be in the nomina- tive case. In the following examples, the word in paren- theses is the correct one: It was me (I). It was them (they) . It is him (he) . I thought it was her (she) . It wasn't us (we). It isn't him (he). 8 CORRECT AND FAULTY DICTION 4 If you were me (I) , you would do the same thing. Had I been him {he) , I should have gone. It wasn't them (they), of whom I spoke. If I had been her (she) , I should have gone. 21. Case of Pronouns After Prepositions. A pro- noun used as the object of a preposition should be in the objective case. Between you and / (me) , he is no more honest than he should be. If you had been with he and 7 (with him and me), etc. No one was in the house except he and they (him and them) . 22. Precedence of Pronouns. Usage has established a certain precedence of pronouns. Pronouns representing the person addressed should come first. Pronouns representing persons spoken of should precede pronouns denoting the speaker and should follow pronouns denoting the person addressed. Note the order of the pronouns in the following sentences: Were you and he and / all in the wrong? They and we (not we and they) , were at the office yesterday. Smith and / (not /and Smith), will go. 23. Me Being, I Being, Us, We. The objective case should not be used for the nominative in the absolute con- struction. The following are from well-known writers: Me being young, they deceived me (say / being young) . How swiftly our time passes away; and us, how little we are concerned to improve it (say and we). METHODS OF INDICATING THE POSSESSIVE CASE 24. Names of Inanimate Objects. The names of inanimate objects should not be put in the possessive case. The house's roof; the street's length; the sugar's sweetness; the triangle's base; the book's cover. The of construction is preferable: The roof of the house; the length of the street; etc. 25. Personified Names. In personification, or where there is great energy or importance, the possessive con- struction is admissible. 4 CORRECT AND FAULTY DICTION 9 The sun's heat, or the heat of the sun. The moon's diameter, or the diameter of the moon. The ocean's roar, or the roar of the ocean. 26. Appositives. With appositives, the #/ construction is generally to be preferred. The sword of Alexander the Great, not Alexander the Great's sword. But it is not incorrect to say, The Emperor of Germany's yacht. In constructions like the following it is sufficient to put one of the nouns in the possessive: I bought it at Hamilton's, the shoe dealer. 27. The Phrase Construction. The phrase construc- tion is preferable with names compounded of several ele- ments. The following are somewhat awkward: The International Correspondence Schools' system of teaching; the Merchants and Mechanics Bank's messenger; the President of the United States' inaugural; men, women, and children's shoes. Unless it is necessary to be extremely concise, it is better to say: The method of teaching practiced by the International Correspond- ence Schools; the messenger of, etc.; the inaugural of, etc.; shoes for men, women, and children. 28. Partial and Joint Ownership. If two or more persons own a single thing jointly, the fact is denoted by making possessive only the last-mentioned name. This is Smith and Brown's warehouse. If several things are owned jointly, the foregoing con- struction is ambiguous. These are Smith and Brown's warehouses. Here it is not certain whether Smith owns some of the warehouses and Brown the rest, or whether they are all owned by Smith and Brown jointly. Such an expression should be recast. By a recent will in England a property was to be "divided equally among the brothers and sister's children." The 10 CORRECT AND FAULTY DICTION 4 courts decided that the brothers (not their children) and the children of the sister were to receive equal shares. 29. Miscellaneous. Note that there is a difference in the meanings of the following sentences: This is a picture of Smith. This is a picture of Smith's. The latter indicates ownership and implies that Smith may have more than one picture. Usage favors anybody else's rather than anybody's else. THE ADJECTIVE COMPARISON OF ADJECTIVES 30. Rules for Comparing Adjectives. Adjectives of one syllable are compared as follows: . . fer = comparative; as, bright, brighter. \est = superlative; as, smooth, smoothes/. Adjectives of two or more syllables usually take the adverbs more or less before the positive to form the com- parative, and most or least to form the superlative. m re j + positive = comparative; as, f "* re \ beautiful. less J l_ less j most! (most} } + positive = superlative; as, < . , >i least J^ '{least I Special Rule. Adjectives of two syllables, ending in y, change y to i and add er and est to the positive. Many adjectives of two syllables ending in ow or e take er and est. lovely' } beautiful. er est er _ /comparative; as, lovelier, holier, sorriat its destination. He stood < _ > against all opposition. In the first sentence, the reference is to the condition of the package after the act of arrival it is safe. The phrase at its destination modifies the active function of the verb arrived. Similarly, firm is the correct modifier in the second sentence, just as safe is in the first. The verb stood denotes a state rather than an action. In the following sentences either of the italicized words may be used, but the meanings will not be exactly the same: The general faced the battery f "*f* and ''* [calmly and fearlessly. \sweet and quiet in its cradle. The babe sleeps < ,, \ ... [sweetly and quietly in its cradle. In these sentences, if the attitude of the general and the repose of the babe are referred to, the adjectives should be used. If, however, it is the writer's wish to describe the manner of the general's facing and the manner of the babe's sleeping, the adverbs should be used. The adjective is ordinarily used in such sentences. 48. The Adverb How. The adverb how should not be used before the conjunction that, nor as a substitute for lest, that not, or that. He declared how (that) he would triumph in the end. You see how that (that) not many wise men or good men secure political office. Be careful how you offend him (that you do not or lest) . 4 CORRECT AND FAULTY DICTION 17 49. The Adverbs When, IFTiile, and IHiere. After the verb is in definitions, when, while, or where should not be used to introduce a noun clause. Concord, in grammar, is when one word agrees in some respect with another. Better , Concord, in grammar, is the agreement, in some respect, of one word with another. General advertising is where, etc. Better, General advertising is the kind of advertising that, etc. 50. No Used for Not. The adverb no should not be used as a substitute for not. I do not know whether I shall go or no (not) . 51. The Adverbs Ever and Never. The adverbs ever and never are frequently confounded. We seldom or ever see an indolent man become wealthy. (We seldom or never, or seldom if ever. ) The two expressions, ever so and never so, are often mis- used; ever so is nearly equivalent to very or extremely; never so is much stronger. Never is often used where not would convey the intended meaning. He was here, but never mentioned the matter. Better, he was here, but he did not mention the matter. It is correct to say, He was never in Europe. 52. Adjectives for Adverbs. One of the most com- mon grammatical mistakes is the use of adjectives for adverbs. This paint will last good (say, welt) . He did his work cheap (say, cheaply). Iam real glad (say, really glad) . We can much easier form the conception of an effective campaign (much more easily form). Agreeable to your request, I send (say, Agreeably to your request) . While a great many adverbs are easily recognized by the ly ending, it is well to remember that fast, slow, quick, etc., are adverbs as well as adjectives. Therefore, each of the following sentences is correct: Write quick. Write quickly. 18 CORRECT AND FAULTY DICTION 1 53. If an adverb is required, substitute very, exceedingly, or some other word for mighty in such sentences as the fol- lowing: He was a mighty pleasant man. 54. Adverbs Absolute in Meaning. Many adverbs and their corresponding adjectives are absolute in meaning, and for that reason should not be compared. For example, we cannot properly say most unique, very shameless, more invariable, more totally. Though an illustration may be unique (the only one of its kind), it cannot be more unique or less unique; and though a person may be shameless (with- out shame), he cannot be too, or very, or more or less, shame- less. Other absolute adverbs are: Absolutely, axiomatically, completely, conclusively, continually, entirely, essentially exclusively, extremely, faultlessly, fundamentally, impregnably, incessantly, increditably, indispensably, inseparably, intangibly, intolerably, illiterately, sufficiently, unceasingly, etc. 55. At Length and At Last. The phrases at length and at last should not be used interchangeably. At last should refer to some action regarded as a finality, and at length, to action or state as intermediate between a beginning and an end. Ha was sick for a long ^ESJSS* , mend. THE CONJUNCTION 56. The Wrong Conjunction. Unless a writer is careful, wrong conjunctions and superfluous conjunctions will pass unnoticed in his work. References are often marked by letters and figures. (Or should be used in place of and, for it is not meant that references are marked by both letters and figures.) A conjunction is used to connect words and sentences together. (Use or instead of and and omit together.) English grammar is miserably taught in our district schools; the teachers know but little or nothing about it. (Omit but.) An imperfect phrase "contains no assertion, or (and) does not amount to a proposition. 5 1 CORRECT AND FAULTY DICTION 19 57. Wrong Reference. When two terms have a com- mon dependence on some subsequent term, the dependence must be right for both terms. I answer, you may (use) and ought to use stories and anecdotes. > I have (been} and pretend to be a tolerable judge. He is a much better grammarian than they sac. {than any of them.) Antony, coming alongside of her ship, entered it without seeing (her) or being seen by her. Lincoln always has (been} and doubtless always will be revered by his countrymen. 08. Likeness of Connected Terms. Connected terms should, so far as possible, be of the same kind. We have neither forgotten his past nor despair of his future success. (We have neither forgotten his success in the past nor despaired of his success in the future.) Whether he should or not be made to meet this exigency (should or should not be made, etc.) is open to question. They very seldom trouble themselves with inquiries or making (make) useful observations of their own. 59. The Conjunction Tlian. In comparisons in which else, other, otherwise, rather, or an adjective or adverb in the comparative degree, is used, the second member of the com- parison should be introduced by the conjunction than. After else or other, however, the preposition besides is sometimes used, and it is often better 'than the usual construction with than. A metaphor is nothing else but a short comparison (nothing else than, or nothing but) . Those classics contain little else but histories of murders (little else than, or little else besides). He no sooner accosted her but (than) he gained his point. 60. A"or or Or After JVo or 3'of. Discriminate in the use of nor and or after no. If the alternatives are names of the same thing or relate closely, or should be used. I have no desire or power to do it. If the alternatives are contrasted, nor should be used. t He has no money, nor is he able to earn any. 20 CORRECT AND FAULTY DICTION 4 Nor may be used as a correlative after neither, nor, not, and no in introducing subsequent negatives. He will not be interviewed, nor will he notice any letter from us. 61. Use of And and But. An eminent linguistic author- ity says of the two conjunctions and and but: "These two little words are the most abused words in the language; they are employed by careless writers on all occasions, without the slighest regard to precision and force. The result is chronic vagueness and tameness of expression." 1. And. It is a rule in mathematics that only like quan- tities can be added; the same rule prevails in language. If, therefore, and is regarded as the plus sign of language, it follows that the expressions connected by the word should be closely related in sense and structure. Subordination, the relation of cause and effect, of time or place, should not be expressed by this conjunction. Its proper function is to mark addition, coordination, the union of the parts that make a real whole. The following are some examples of the incorrect use of and: He entered his office at exactly nine o'clock, and his private secre- tary was always found waiting, alert and ready. The relation of place expressed by the second clause requires where as a connective instead of and. Carlyle is particularly happy in the choice of illustrative figures of speech, and they give clearness and vigor to his style. Here the relation between the two clauses is that of cause and effect. The sentence should be reconstructed. Carlyle's style is marked by clearness and vigor, because of his happy choice of illustrative figures of speech. 2. But. The conjunction but is the strongest of the con- junctions that denote opposition, exception, contrast. It is the minus sign of language. It is properly used when some- thing suggested by a preceding statement is to be disallowed. He was earning a good salary, but his work was not congenial. 4 CORRECT AND FAULTY DICTION 21 Any one hearing the first clause would be likely to think the man was satisfied. The conjunction but arrests this mental tendency in the hearer, and causes him to wait for the opposing fact. 62. Arrestive Adversative Conjunctions. The ex- pressions that thus prevent a natural conclusion or infer- ence have been called arrestive adversative conjunctions. They are the following: but, but then, yet, still, however, only, nevertheless; also the phrases, for all that, at the same time. The careful writer does not use but for every shade of opposition, contrast, exception, difference, or variety; the entire list given is drawn upon for the exact word required in each case. When the exception or opposition is very unusual, unexpected, surprising, but is the word to use. When the arrestive effect is to be less strong, yet, still, only, however, or some weaker term should be chosen. The story is a strange one, nevertheless it is true. I shall probably fail in the attempt, still I shall try. I shall lend you the book, only you must not forget to return it. The stuff was horribly bitter, but then it was medicine. THE PREPOSITION 63. The Rigrht Preposition. It is sometimes not easy to find a preposition that will denote exactly the rela- tion intended. But to rise beyond (above} that, and overtop the crowd, is given to few. How different to this (from this) is the mechanism of the Jack Frost Freezer. 64. Omission of Prepositions. Prepositions should not be omitted except in such cases as have been established by long usage, as, for instance, before an indirect object or before certain infinitive constructions. I passed it as a thing unworthy my notice (insert of after unworthy). You may think this worthy your attention (worthy of). I was prevented reading the letter (insert from after prevented). What use can these words be until their meaning is known? (Of what use, etc.) 22 CORRECT AND FAULTY DICTION 4 65. Needless Prepositions. Care should be exer- cised not to insert needless prepositions. It is to you to whom I am indebted for this favor. (I am indebted to you for this favor.) In this respect we are approached by no manufacturer except by the Durkin Company. (Omit by before the Durkin Company.} 66. Two Prepositions With the Same Object. When two different prepositions have the same object, it should be placed after the first preposition, and some word repre- senting the object should follow the second. He quarreled with, and soon afterwards was discharged by his employer. (He quarreled with his employer and was soon afterwards discharged by him.) This construction is less objectionable when the preposi- tions are close together. We expect to live in or near the city. , Even in such sentences, each preposition should have its own object. We expect to live in the city or near it. 67. Prepositions With Certain Words. Certain words should be followed by special prepositions, usually depending on the meaning of the prefix or on the meaning of the entire word. Abhorrence for a person or thing that one hates. Abhorrence of something that one dreads; as, snakes, spiders. Absolve from a promise. Abstract of a document an outline of its contents. Abstract money from a cash drawer. Accomplish by diligence, with difficulty, under hard conditions. Accord with another's opinion; two or more persons accord in an opinion. Accord to others their rights or privileges. Acquire by labor; with difficulty. Acquit of & charge (not from, as formerly). Adapted to fitted or adjusted to intentionally. Adapted for by nature, for grazing, for food. Affinity between friends or ideas (Carbon has an affinity for oxygen. My marriage brought me into affinity with my wife's relatives) < Agree with a person, to a proposal or a stipulation. 4 CORRECT AND FAULTY DICTION 23 Averse from or to (Great minds are averse from criticizing others. He is averse to study) . Bestow upon or on, to bestow affection on (or upon) one's children. Betray a secret to a person, a person into a snare or to his enemies. Bind by a contract, with a rope, in chains, under a penalty; bind the hands to the sides, behind the back, etc. Change cars for New York; change seats with some one; in conduct, of circumstances. Choice between two, among several, for president. Complain against one, for trespass, to the authorities, of a nuisance, about> concerning, regarding misconduct. Comply with rules. Confer a favor on some one; with some one about, concerning, regarding a matter. Conference between two persons or groups of persons; of one or several with others about, concerning, regarding something. Confide in a person's honesty; something to a person's care. Confident o/her charm, in the correctness of an opinion. Confirm in an opinion, by argument. Convenient to a place, for a purpose. Conversant with a subject (in was formerly used after conversant}. Correspond with a person, to or with a thing. Dependent on a person's good faith (but independent of). Derogatory to a person's character or reputation; but derogation front the inspiration of the Bible. Die of fever, by violence, for one's country, to the world. Differ from or with a person in opinion, from a person or thing. Different in some respect from what was thought. Disappointed in love, at failure, of something hoped for. Dissent from an opinion or a statement. Exception to a remark, from a rule. Fall into confusion, under suspicion, from grace, upon an enemy. 68. We compare to when we liken one thing to another. We compare with when we wish to point out respective merits or differences: He compared the earth to an orange. When we compare him with Washington, we see his inferiority. We may say that we differ with people when the idea of argument is conveyed, but our opinions differ from those of others. The second word can be omitted with advantage from many such expressions as bridge over, deliver up, divide up, accept of, taste of, over with. 24 CORRECT AND FAULTY DICTION THE VERB SINGULAR AND PLURAL, VERBS 69. Phrase and Clause Subjects. If a phrase, clause, or other expression denoting one whole is used as the subject of a finite verb, the verb must be in the singular. To advertise a policy and then refuse to live up to it is (not are) a modern and inconsistent practice. To profess regard and to act inconsistently with that profession betray (betrays) a base mind. 70. Verb Between Two Nominatives. When a neuter or a passive verb stands between two nominatives it should agree with the nominative that precedes. A great cause of the low state of industry was (not were) the restraints put upon it. The clothing of the natives were (was) the skins of wild beasts. 71 . Concord by Changing the Nonlinati ve. Agree- ment between a verb and its subject may be made by chan- ging the number of the subject or of the verb. If the verb cannot well be singular, make the subject plural; if the verb should remain singular, make the subject singular. Every one of you are earnestly urged to be present. (Is may be sub- stituted for are, or all may be substituted for every one.) Much pains has been taken to explain the matter. (Instead of much pains, say great care.} Not less than three years were spent in attaining this result. In the last sentence, some singular noun, such as time, must be understood after less, and the plural were is therefore wrong. 72. Plural Verb Unsuited. The construction with and between two nominatives requiring a plural verb is awkward. There are safety and honor in this course. Better than this would be one of the following: This course is one of safety and honor. Safety as well as honor is in this course. 4 CORRECT AND FAULTY DICTION 25 73. Affirmation With Negation. When two subjects are connected, one of which is taken affirmatively and the other negatively, the verb must agree with the affirmative subject. Diligent effort, and not mere luck, brings success in this world. Not a loud voice, but strong proofs, bring conviction. Not her beauty, but her talents, attracts (say attract} attention. 74. The Conjunctions As Well As, But, Save. When two subjects are connected by as well -as, but, or save, the verb and the pronoun must agree with the subject that occurs first. However, if a negative precedes one of the subjects, the verb must agree with the other. These principles, as well as every just rule of criticism, are founded upon the sensitive part of our nature. Naught : save the gurglings of the rill were (was) heard. Better, Only the gurgling of the rill was heard. 75. Conjoint Subjects. When subjects are taken con- jointly, so as to have a verb in the plural, the proper connective is and and not with, together with, nor, or, as well as, or any other. This complete dictionary and the handy holder are (not is) offered for ten new subscribers. (If the construction were This complete dic- tionary, with the handy holder, etc., is would be correct.) 76. Distinct Subject Phrases. Two or more distinct subject phrases connected by and require a verb in the plural. To promise and to perform is (say are} very different. 77. Subjects Connected by Or or Nor. When a verb has two or more subjects connected by or or nor, it must agree with them singly, not conjointly. If the subjects are of different persons or numbers, and if they are of equal importance, the verb should agree with the nearer; but if the resulting construction is awkward, the sentence should be recast. Nor eye, nor listening ear an object finds; creation sleeps. The definite article the designates what particular thing or things are meant. One or more copies were sent. 26 CORRECT AND FAULTY DICTION 4 78. Subject a Relative Pronoun. When the subject of a verb is a relative pronoun, the verb must agree in number with the antecedent of the pronoun. This is one of the most valuable books that has appeared in the 19th century. The antecedent of that is books, not one; the verb should therefore have the plural form, have appeared. OTHER MISTAKES IN THE USE OF VERBS 79. Misuse of the Verb Do. The verb do is often used erroneously for verbs to which its meaning is not suited. And I would avoid it altogether if it could be done (avoided). Besides making a deeper impression than can be done (made) by cool reasoning. 80. Verbs With Future Reference. Verbs of com- manding, desiring, expecting, hoping, intending, wishing, and the like, usually refer to actions and events in the future. I meant to go, not, I meant to have gone. We hoped you would come, not, We hoped you would have come. I found him better than I expected to have found (to find) him. He would not have been allowed to have entered (to enter). We planned to have arrived (to arrive} last night. 81. Concord of Tenses. When words denote time, care should be observed that there may be a proper concord. I have already told you, not, I told you already. I finished my letter (not had finished) before the postman came. Or, I had finished my letter when the postman came. 1 continued to work until the present moment (say have continued). They have anciently done ( They anciently did) a great deal of harm. I expected, from what I had heard, to have seen the banks paying in gold (say to see) . 82. Universal Present Tense. Facts that are always true should be expressed in the present tense. He said that the square of six is thirty-six (not was). It is said that honesty is (not was) the best policy. Two young men have discovered that there was (say is) no God. I have already told you that I was (say am) an experienced man. 4 CORRECT AND FAULTY DICTION 27 83. Use of Were, Are, Is, Be. It is correct to write /// were there, H I be ill, etc., in writing of possible conditions that do not at the time exist; but write // he is here, where it is possible or probable that the one referred to is at hand. 84. The Expression You Was. It is never correct to say You was. Say You were. 85. Confusion of Modes. Do not use different modes under precisely similar circumstances even when the verbs have separate nominatives. If one speak (speaks) and another answers, it is quite the same. If one man esteem (esteems) one day above another, and another esteemeth (esteems) every day alike, etc. If I had a hundred dollars and one is (say were) spent, etc. 86. Case After To Be. Both the subject and the pred- icate substantive of the infinitive form of the verb to be should be in the objective case. I supposed it to be they (say to be them) . 87. Case After Than. It is sometimes not easy to decide about the correctness of the pronoun in sentences like the following: No one could write better than he (could). We liked none better than (we liked) him. In such sentences, if the implied verb is inserted as in the foregoing sentences, the proper case for the pronoun will be apparent. 88. Possessives With Verbal Nouns. The posses- sives your, our, his, her, my are required before the verbal noun. The objective forms you, us, etc. are commonly used erroneously in this particular construction. That did not warrant you making the trip (say your making). 89. The Split Infinitive. By split infinitive is meant a construction in which an adverb or an adverbial phrase is placed between the sign of the infinitive and the verb. The following are examples: To carefully examine; to better accomplish; to not forget; lo rapidly 28 CORRECT AND FAULTY DICTION 4 Though such forms are seen in the work of good writers, they are condemned by most grammatical authorities. The following forms are preferred: To examine carefully; to accomplish better; not to forget; to retreat rapidly. Therefore, as a general rule, the split infinitive should be avoided. There are just a few instances in which the adverb placed immediately after to seems to make the construction smoother. An example is afforded in the following sentence: To really know the man is to believe in him. 90. Use of Shall, Will, Should, Would. Few persons use shall, will, should, and would correctly. While perhaps not a great many writers would make the errors of the man who, when he accidentally fell overboard, cried, "I will drown; no one shall help me," most of them will say, / will write tomorrow, when they should say, I shall write tomorrow. "/ shall, you will, he will in affirmative sentences merely announce future action. "I will, you shall, he shall express determination on the part of the speaker, or an intention to control. " I should, you would, he would announce future action. "/ would, you should, he should express determination or resolution on the part of the speaker. Should in all three persons suggests propriety, duty, or expediency. "Therefore, it is correct to say: I shall be obliged to leave. I will (expressing determination) learn my lesson. I know that I shall succeed. If you will behave yourself, I will (expressing willingness) go with you. I should (not would} like to meet them. We should (not would} be pleased to see you here. I should (not would) not like that. He said that he would go in spite of us. I declared that I would (expressing determination) have it my way. 1 would (expressing willingness) assist you if I could. " Shall you? is correct when the meaning is, Is it your inten- tion? Will you? is correct when the meaning is, Are you 4 CORRECT AND FAULTY DICTION 29 willing? Say, You shall if you mean that you will control or try to control the one spoken to. Say, You will if the person spoken to is free to do as he pleases. If the young man says to the young woman, 'Shall you go to the theater?' it means that her father may pay for the tickets. If the question is, 'Will you go to the theater?' the young man may have to pay for the tickets." 91. The confusion between shall and will arises from the fact that in the second and third persons the meanings are the reverse of those in the first, shall becoming emphatic and will merely a sign of the future tense. Thus, if the speaker says "You shall do it," he implies that the person addressed will be under compulsion; while "He will do it" merely states future action. Should and would, expressive of conditional action, follow the rules that apply to shall and will. Shall and should are rarely used where will and would are the correct words; but will and would are erroneously used in place of shall and should even by careful writers and speakers. All can remember at least that a correct form for the closing of a letter is either We shall be pleased or We should be pleased, since we do not wish to imply that there will be any compulsion about our pleasure, which would be the sense conveyed by will or would, Avoid the use of we would say, which is a greatly over- used expression. Write, Our answer to your question is that. Yes; we will grant the extension you ask for, The best rate we can make you on the books is, or Answering yotir question, allow us to suggest, etc. . LIST OF IRREGULAR VERBS 92. As a means of avoiding error in the use of English, perfect familiarity with the principal parts of the irregular verbs is indispensable. The present participle is omitted from the following list, since it is always formed from the verb root by adding ing. When two or more forms of a principal part are given, the preferable form occurs first. 30 CORRECT AND FAULTY DICTION 4 PRESENT TENSE PAST TENSE PERF. PART. abide abode abode arise arose arisen awake f awoke \awaked awaked be or am was been fbore f borne bear I bare \born beat beat | beaten . \beat begin began begun behold beheld beheld fbent fbent bend \bended \bended f bereaved f bereft bereave \bereft \ bereaved beseech besought besought bet fbet \betted fbet \betted !bade bid bad [bidden bid \bid bind bound bound {bit bite bit bitten bleed bled bled blend blended f blended \blent f blessed j blessed bless \blest \blest blow blew blown break f broke \brake f broken \broke breed bred bred bring brought brought build f built Ibuild'ed f built \builded MM f burned f burned burn \burnt \burnt burst burst burst buy bought bought cast cast cast catch caught caught chide fchid \chode f chidden \chid CORRECT AND FAULTY DICTION 31 PRESENT TENSE PAST TENSE PERF. PART. choose chose chosen cleave to (adhere) cleaved f cleaved [clave [cleft [cleft cleave (to split) < clove < cloven I clave [cleaved climb J climbed \clomb {climbed \clomb cling clung clung clothe f clothed tclad f clothed \clad come came come cost cost cost creep crept crept crow [crowed crowed \crew cut cut cut dare f durst t dared dared deal . dealt dealt die fdug fdug tug \digged 1 digged do did done draw drew drawn dream f dreamed 1 dreamt f dreamed \dreamt dress dressed dressed dress f dressed tdrest f dressed tdrest drink drank drunk drive drove driven dwell f dwelt t dwelled f dwelt t dwelled fate f eaten eat teat (fit) lat (fit) fall fell fallen feed fed fed feel felt felt fight fought fought find found found flee fled fled fling flung flung fly flew flown forbear forbore forborne 32 CORRECT AND FAULTY DICTION 4 PRESKNT TENSE forget forsake freeze get gild gird give go grave grind grow , hang have hew hide hit hold hurt keep knee knit know lade lay lead leap learn leave lend let PAST TENSE forgot forsook froze got f gilded I gilt f girded I girt gave went graved ground grew [hung < hanged (put [ to death) had hewed hid hit held hurt kept f knelt {kneeled I knit (knitted knew laded laid led Heaped [leapt f learned [learnt left lent let PERF. PART. forgotten forsaken frozen [got [ gotten j gilded I gilt f girded I girt given gone f graved 1 graven ground grown Ihung hanged (put to death) had {hewn hewed fhid [hidden hit fheld [holden hurt kept f knelt [kneeled fknit [knitted known f laded [laden laid led Heaped [leapt f learned [learnt left lent let 4 CORRECT AND FAULTY DICTION 33 PRESENT TENSE PAST TENSE PERF. PART. lie (to recline) lay lain light flighted llit flighted I lit lose lost lost make made made mean meant meant meet met met mow mowed fmown I mowed f passed f passed pass \past \past pay paid paid pen f penned \pent fpenned I pent prove proved J proved [ pro ven (legal) put put put quit {quit \quitted j quit I quitted rap {rapt \ rapped {rapt \ rapped read read read rend rent rent rid rid rid ride rode ridden ring [rang \rung rung rise rose risen rive rived f riven 1 rived run ran run saw sawed f sawed \sawn say said said see saw seen seek sought sought sell sold sold send sent ' sent set set set shake shook shaken shave shaved f shaven 1 shaved f sheared f sheared shear \shore \shorn 34 CORRECT AND FAULTY DICTION PRESENT TENSK PAST TENSK PERF. PART. shed shed shed shine shone shone shoe shod shod shoot shot shot show showed f shown \showed shred f shred J shred \shredded 1 shredded shrink J shrank \shrunk f shrunk \shrunken shut shut shut sing fsang \sung sung sink fsank [sunk \sunk \sunken sit sat sat slay slew slain sleep slept slept slide slid fslid \slidden sling slung slung slink f slunk t'slank slunk slit fslit \slitted fslit \slitted smell fsmelled \smelt- fsmelled \smelt smite smote smitten sow sowed f sown \sowed speak f spoke \spake . spoken speed fsped \speeded fsped \speeded spell f spelled I spelt [spelled I spelt spend spent spent spill . f spilled I spilt f spilled Ispilt spin spun spun spit fspit \spat fspit I spat split f split \splitted f split \splitted 4 CORRECT AND FAULTY DICTION 35 PRESENT TENSE PAST TENSE PERF. PART. spoil f spoiled \spoilt f spoiled 1 spoilt spread spread spread spring f sprang [sprung sprung stand stood stood f staved f staved stave 1 stove \ stove f stayed f stayed stay I staid 1 staid steal stole stolen stick stuck stuck sting stung stung , strew strewed strewn stride strode stridden strike struck f struck \stricken string strung strung strive strove striven f strowed strow strowed \strown f swore swear { sworn I sware f sweat f sweat sweat 1 sweated \ sweated sweep swept swept swell swelled f swollen 1 swelled f swam swim swum \swum swing swung swung take took taken teach taught taught tear tore torn tell told told think thought thought thrive {throve thrived f thrived \thrived throw threw thrown thrust thrust thrust /trod tread trod 1 trodden f waked f waked wake \woke \woke 36 CORRECT AND FAULTY DICTION - PRESENT TENSE PAST TENSE PERK. PART. wear wore worn weave wove woven wed f wedded f wedded \wed [wed weep wept wept wet f wetted f wetted [wet [wet win won won wind { WOU !^ ( WOUDd I winded [winded [worked f worked work < . < [wrought [wrought wring wrung wrung write wrote written MISCELLANEOUS POINTS 93. Use of A and An. The words a and an are called the indefinite article two forms of the same word. The form a is used before words beginning with a consonant sound; the form an, before words beginning with a vowel sound. A man; a door; a book; a discount; an apple; an egg; an item; an oak. The form an should be used before words beginning with silent /// if the h is sounded, a is required. An hour; an honor; a hermit; a humorist; a historian. A or an should never be so used as to relate or seem to relate to two or more things. A debtor and creditor should arbitrate. {Better, a debtor and his creditors should arbitrate) . The pronoun his breaks the seeming connection between a and creditors. Do not use a or an after such words as sort, kind, and species. This is a kind of cotton goods (not kind of a). 4 CORRECT AND FAULTY DICTION 37 A singular subject with the or a is usually stronger than the plural form of expression. The first of the following sentences is the stronger: A pleased customer is the best advertisement. Pleased customers are the best advertisements. 94. Repetition of Articles. When adjectives denoting qualities that belong to different things are connected, the article should be repeated. A black and a white circular means two circulars. When connected adjectives relate to the same thing, the article must not be repeated. A black and white circular means one circular. When the modified noun is plural, the sense is often ambiguous. The black and white stockings may mean that some of the stockings are entirely black and some entirely white; or that each stocking is partly black and partly white. The same may be said of the following: Sad and thoughtful faces were seen. Gold and platinum chains are expensive. Such sentences should be recast so as to make the mean- ing perfectly clear. Both sad and thoughtful faces were seen. Chains made of gold and platinum are expensive. The repeating of the article frequently impresses the con- struction. Note the following sentences: The lawyer and preacher were both present. Better ', Both the law- yer and the preacher were present. 95. Collective Nouns. To decide whether a collective noun used as the subject of a verb should be singular or plural is sometimes not easy. The council were divided in opinion. The council was in session until late. The jury were not able to agree. The jury was discharged at the close of the day. 38 CORRECT AND FAULTY DICTION 4 From the preceding examples it is clear that 1. When a collective noun requires individual action by the units that make up the collection, the noun is plural. The public are requested to register their names. The congregation are invited to assemble in the lecture room. 2. When a collective noun requires united action, the noun is singular. The army of the invaders was defeated. The nation has a leading place among the powers of the earth. 96. Periods of Time and Sums of Money. Periods of time, even when expressed in plural form, are often treated as singular. The same is true of sums of money. With Thee, a thousand years is as one day. A hundred years seems a very short time. One hundred and fifty thousand dollars was in the safe. If, however, periods of time or sums of money are referred to distributively, they must be treated as plural. The last ten years of the company's existence were filled with dis- aster. More than one hundred dollars in silver were scattered over the floor. 97. Apparent Plurals That Are Singular. Many expressions are plural in form, but really singular. Bread and butter is the staff of life. All work and no play makes Jack a dull boy. The long and the short of the matter is that you are wrong. Macaulay has the following examples and many others like them: All the furniture, the stock of shops, the machinery which could be found in the realm was of less value than the property which some single parishes now contain. The sound, the rhythm, the modulation, the music of the language was one entirely new. In the last sentence there are four names for the same thing: sound, rhythm, modulation, music. If and had been put before the music, the verb should have been were. When the correctness is open to question, avoid the con- struction. Suppose that on looking over a manuscript, such sentences as the following are found: 4 CORRECT AND FAULTY DICTION 39 Cards were invented to amuse an insane king. Two languages at once is too much to study. None of the invaders were captured. His remains were buried yesterday. The three angles of a triangle are equal to two right angles. The question whether these sentences are correct or not is of much less importance than that they should be so written as not to lead to dispute. Recognizing the truth of this statement, the sentences are reconstructed as follows: {The game of cards was invented to amuse an insane king. Some one invented cards to amuse an insane king. JThe study of two languages at once is too great a task. \No one can, with advantage, study two languages at the same time. All the invaders escaped capture, f His body was buried yesterday. \They buried him yesterday. The sum of the three angles of a triangle is equal, etc. 98. How the Plural of Nouns is Formed. The plural of most English nouns is formed by annexing j to the singular word. Pen, pens; hat, hats; shoe, shoes; boy, boys. Where the final letter of the singular form is y, many nouns are changed to the plural by substituting i for y and annexing es. Lady, ladies; lily, lilies; bevy, bevies; beauty, beauties. Many nouns form their plurals irregularly. The follow- ing are some examples: Man, men; woman, women; wife, wives; life, lives; formula, formulas or formulae; analysis, analyses; alumnus, alumni; hypoth- esis, hypotheses; parenthesis, parentheses; bandit, bandits or banditti; goose, geese; memorandum, memorandums or memoranda; madam, mesdames; tableau, tableaux; medium, mediums or media; matrix, matrices; wharf, wharves. 99. The Plural of Compound Nouns. The plural of compound nouns is usually formed by changing the princi- pal noun. Sons-in-law, step-children, courts-martial, knights-errant, hangers- on, man-clerks, man-milliners, chimney-corners, maid-servants. 40 CORRECT AND FAULTY DICTION 4 In King James' translation of the Bible, both man-servants and men-servants are found, but the former is now preferred; the same may be said of woman- servants and women- servants. The Standard Dictionary authorizes both attorney-generals and attorneys-general, giving preference to the former. After a compound has become solid by the disappearance of the hyphen, its plural is formed regularly. Cupfuls; bucketfuls; manstealers; manslayers; -outpourings. 100. Feminines in ess and ix. There were formerly in good use a great many feminine nouns ending in ess or ix. Only a few of them have any currency at present. Instead of authoress, poetess, etc., the words author, poet, etc. are now in use as either masculine or feminine. The titles baroness, countess, empress, duchess, marchioness^ and a few others are still in good use. Besides these, such nouns as heiress, .goddess, hostess, Jewess, actress, enchantress, governess, mistress, negress, murderess, seamstress, tigress, executrix, testa- trix, and some others are occasionally seen in modern litera- ture. The tendency to avoid feminines in ess and ix is increasing. 101. Progressive Passive Forms of Verbs. Many critics have strenuously objected to such passive forms as is being btiilt, was being built, urging that they are recent and without the warrant of good authority. One argument against these expressions is that it is absurd to join the present participle being to the perfect participle built. On this subject Richard Grant White says: "To say, therefore, that a thing is being done is not only to say (in respect of the last two participles) that a process is going on and is finished, at the same time, but (in respect of the whole phrase) that it exists existing finished; which is no more or other than to say that it exists finished, is finished, is done; which is exactly what those who use the phrase do not mean. It means that if it means anything; but in fact it means nothing, and is the most incongruous combination of words and ideas that ever attained respect- able usage in any civilized language." 4 CORRECT AND FAULTY DICTION 41 On the other hand, many authorities defend this construc- tion, and insist that it supplies a real want in our language. Even if it is an incongruous combination, as Mr. White says, nobody misunderstands the meaning. 7 was shaving and 7 was being shaved, He is bleeding and He is being bled are perfectly intelligible, and after all is said, intelligibility is the important thing to be sought in the use of language. 102. The Subjunctive Mode. The subjunctive mode is used: 1. When doubt, or a condition of things contrary to the fact, is implied by a subordinate clause; as, If I were sure of his honesty, I would engage him. (The implica- tion is that I am not sure of his honesty.) Had he been killed, his father would have died of grief. (This is equivalent to denying that he was killed.) If the day had been stormy, I should not be here. (The meaning is that the day is not stormy.) 2. To express a wish a desire that something might be that is not; as, Would it were mine = I wish that it were mine. 3. To express a mere supposition; as, If your salary were increased, you could afford it. 4. To denote a future uncertainty; as, If it snow, I shall be surprised. Should he come, I shall let you know. 5. To express an intention not yet carried out; as, The publisher orders that you be required to pay the cost. 103. Use of H
    almost, and nearly are frequently misused. Most (say nearly or almost] every writer agrees with you. 221. Nasty, Rotten. It is better not to use words like nasty and rotten if it is possible to express the meaning with other words. 222. Neglect, Negligence. The distinction between the words neglect and negligence is that neglect refers to acts, while negligence applies to character. Negligence is a habitual failure to do that which ought to be done; neglect is the failure to do some particular thing that should be done. The accident was owing to the engineer's neglect of the signals. Everything about the mansion bore the marks of neglect. The janitor was dismissed for negligence. The trouble with this young man is incurable negligence. 223. No, Nothing. The words no and nothing are sometimes preceded by almost, nearly, about; the result is a contradiction of terms. One can have no money, no resources, nothing; but it is not easy to comprehend how one can have almost no money, nearly nothing to eat. The expressions are very similar to quite some, quite a few, quite a little. 224. None. The pronoun none, derived from no and one was formerly regarded as singular. It is now either singular or plural according to the meaning. Did you get the cherries? There were none on the tree. Have you a letter for me? There was none in your box. None of us knows (or know} what is to happen tomorrow. 225. Nor with Neither. Be careful not to use or in place of nor with neither. Neither the buyer or (use nor] the manager was there. 226. Nothing Like, Not Nearly. Nothing like so high should be written not nearly so high. 227. Novice, Amateur. A novice is a beginner; amateur means not a professional, but an amateur may be the equal of a professional in skill. 4 CORRECT AND FAULTY DICTION 67 228. Number, Quantity. Number has reference to how many; quantity to how much. Great quantities (say numbers] of bison used to roam over the prairies of the West. The Colosseum of Rome was capable of seating the prodigious quantity (say number) of 87,000 spectators. 229. Only. The word only is sometimes an adjective, as in my only son; sometimes it is an adverb, as in only thinking, only tired. Unless the word is correctly placed in a sentence ambiguity results. Take for illustration the following sentence: Only I bought a hat. Here, the meaning is that no one but the speaker bought a hat. I only bought a hat. In this sentence the literal meaning is that the hat was only bought was not used. I bought only a hat. The meaning in the preceding sentence is that nothing but a hat was bought. It will be seen, therefore, that a slight change of the position of only makes a wide difference in the meaning of a sentence. The rule of position of this useful but trouble- some word is: Place only next to the element it is to modify; then arrange the rest of the sentence so that no word capable of taking only as a modifier shall" adjoin it on the other side. Ambiguity results from the misplacing of not only, not merely, not more, both and not. Some examples follow: Not only is the man tired but he is also hungry. (Better thus, The man is not only tired but he is hungry.) He was not merely expected to contribute, but to work. (Put not merely after expected. ) All men are not willing to pay their just debts. (Make not the first word of the sentence.) 230. Onto. The word onto -should not be used, but on and to may be used as separate words. 68 CORRECT AND FAULTY DICTION 4 231. Oral, Verbal. Anything expressed in words written or spoken, is verbal. Use oral in referring to spoken directions. 232. Ought to, Should. Ought to usually implies a duty and is somewhat stronger than should. We ought to take care of our parents, and should be respectful to all. 233. Partially, Partly. The words partially and partly are frequently confounded. Partially means with partiality and partly means not wholly. Partially is com- mon in the sense of not wholly, but the best usage restricts the word to the meaning with partiality. The teacher acted partially toward her pupils. The work was only partly done when we left. 234. Past, Last. The words past and last are fre- quently confounded. He has been away the past (say last) three days. Past is not the better word in this sentence, for the reason that all days that are gone are past. 235. Pay, Settle. Say, pay the bill unless there is some dispute, when it is correct to speak of settling. 236. Per Day, Per Year, Via. By way of, a day, and a year are usually better than via, per diem, per annum. But if it is really necessary to use per, write per diem, not per day; per annum, not per year. Either use both English words or both Latin words. There are just a few instances where per as a single word seems better than any English word. An example is afforded in per square inch. By George Smith is better than per George Smith. 237. Permit, Allow. Permit implies authorization; allow, absence of hindrance. 238. Person, People, Party. The use of party in the sense of person, individual, is vulgar. It is proper to say a political party , an evening party, a fishing party , a party to a sale or to a lawsuit, but not The party with whom I was seen was 4 CORRECT AND FAULTY DICTION 69 my uncle. A person is an individual, a people is a community. The word people is correctly used for persons collectively. Many people (say persons] are unaware of the fact that the earth is round. A great crowd of people was at Coney Island yesterday. In the first sentence the persons are not thought of as forming an assembly or a collection; in the second sentence, people is the better word. People do not like to have their faults criticized. 239. Plenty, Plentiful. Plenty denotes an abundance, particularly of comforts and necessaries; plentiful means existing in great quantities. Cherries and other small fruits are plenty (say plentiful) this season. Our people have been living in peace and plenty. 240. Practicable, Practical. Practicable means feasi- ble, while practical means something that is not theoretical merely something governed by use or experience. A teacher may be able to give practical instruction, but his plan for securing pupils may not be practicable. 241. Prejudiced, Prepossessed. We become preju- diced against but prepossessed in favor of. 242. Pretty, Rather. The word pretty is used col- loquially where rather is the better word. It is a rather (not pretty} strong advertisement. 243. Preventive, Preventative. Preventative is an obsolete form. Use preventive. Acid was sprinkled over the table as a preventive. ' 244. Principal, Principle. Principal is often used where principle is the right word, and vice versa. The following sentence illustrates the correct use of the words: The principal event of the day was the strenuous defense that the principal of the school made for his principles. 245. Privilege, Right. Privilege is sometimes used where right is the better word. It is his privilege (say right) to stop advertising if he wishes to. 70 CORRECT AND FAULTY DICTION 4 246. Propose, Purpose, Intend. Propose is often used incorrectly in the sense of purpose. The first of the following sentences is an illustration of the correct use of propose: He proposed that we divide the expense. I propose (say, purpose or intend) to prepare a large catalog. 247. Proved, Proven. Proven is confined properly to law language. It was proved (not proven) to be the stronger. 248. Providing, Provided. Providing is very often used incorrectly f or provided. He will come provided (not providing) he has time. 249. Quite. The word quite means wholly, completely, but it is loosely used with the meaning of very or considerably. Quite a few, quite some, quite a lot, quite a good many, quite a number are incorrect. It is correct to say quite clear. 250. Raise, Bear. Telegraph poles are raised, but children are reared. 251. Recourse, Resource, Resort. Recourse is a resort to something or somebody for help; resource is that which is resorted to or relied upon. The plural resources signifies the total of one's available funds or property the opposite of liabilities. When the young man became involved, his recourse was to gambling. There was no other resource in his trouble than to have recourse to the courts. Resort to war (or recourse to war) is rapidly coming into disfavor. 252. Relatives, Relations. The words relatives and relations were formerly applied to persons connected by blood or marriage. In this sense, the former term is now preferable. The relations between the two men were in every respect pleasant. The relatives (not relations) of persons great or wealthy are prone to inform others of the relationship. 253. Remember, Recollect, Recall. We remember when an impression remains on our minds; we recollect or recall when the impression has passed and is recalled. 4 CORRECT AND FAULTY DICTION 71 254. Respectfully, Respectively. The words respect- fully and respectively are often confounded. The following are examples of the proper use of these words: We treat our superiors respectfully. He called on Jones, Smith, and Brown, respectively. 255. Same, Similar. Same should be used when there is identity; similar when there is mere likeness. He is the same man that called yesterday. Your plans are similar to mine (not the same as mine). Do not use same in a construction like the following: Replying to same, allow me to suggest Better, replying to your request, allow me to suggest 256. Scarcely, Hardly. Scarcely applies to quantity, hardly to degree. He had scarcely a handful. She is hardly able to walk. 257. Sewage, Sewerage. Sewage means the waste matter carried off by sewers; sewerage means systematic drainage by means of sewers. No system of sewerage yet devised suppling an economical method of disposing of sewage. 258. Since, Ago. Since should not refer to time long past; ago, however, may be used for any past time. "Someone called while you were away." "How long since?" or "How long ago?" "Only a few minutes since." "Only a few minutes ago." He came to this country several years ago (not since). Many years ago (not since) there was a very rich king called Croesus. 259. Sit, Set. Persons and animals sit down, but inanimate objects are set down. Set should be used even with living things if the action is performed by another as in the following sentence: She set the child on the floor. 260. Slander, Libel. Slander is spoken; libel is writ- ten or printed slander. 72 CORRECT AND FAULTY DICTION 4 261. Some, Something, Somewhat. Do not use some or something for somewhat in a sentence like the following: She is somewhat more accurate. 262. Sometimes, Some Time. Sometimes is usually written as one word, but it may be written as two in the sentence, At some times he seems brighter. Some time is usually written as two words. 263. Splendid, Excellent. Say an excellent coffee rather than a splendid coffee. 264. State. The word state is very formal and should not be used to the exclusion of tell; use inform, suggest, express, mention, and other words. He stated (say said) that he would come. 265. Stationery, Stationary. Stationery refers to writing material; stationary to something that does not move. 266. Statue, Statute. A statue is a figure in marble, bronze, or some other substance; but a statute is a legislative enactment. 267. Staying, Stopping. The verbs stay and stop in some of their meanings are frequently confounded. In the sense of having a temporary abode, staying is the correct word; stepping, used in this sense, is colloquial. It is collo- quial also to speak of the staying power of a swimmer, a pugilist, or a horse. While visiting the Pan-American exhibition we stayed (not stopped) at the Iroquois Hotel. Prince Henry stayed (not stopped) in the country for several weeks. The wind and staying power of the horse enabled him to win the race (say wind and endurance or stamina} . 268. Such, So. Instead of such a hard man to deal with say so hard a man to deal with. 269. Sure. We will do it sure, is not good English; say, we will be sure to do it, or will surely do it. 270. Surprise, Astonish, Disappoint. Surprised is frequently used where astonished could convey the 4 CORRECT AND FAULTY DICTION 73 intended meaning. Our friends surprise us by coming suddenly, and astonish us with some information. We may be agreeably surprised, but not agreeably disappointed. 271. Suspect, .Expect. We may suspect that some one has deceived us, but we expect that friends will call during our absence. 272. Than. After such negative words as hardly, scarcely, barely, etc., not than, but when or some other con- junctive adverb should be employed. Neither should than follow the word different: from is the correct term. The sun had hardly risen when (not than} the journey began. Hardly more than an hour had passed when (not than) my creel was full of the speckled beauties. We had gone barely a mile when we were overtaken by a man on horseback. 273. That. Do not use that as an adverb. I was that (say so) tired I could scarcely stand. He must not remain away from his work that (say so) long. I do not feel able to pay that (say so) much money for the book. 274. Their, There. The possessive pronoun their is often misused for there. The following sentence illustrates the correct use of the two words: When we arrived there, we learned their intentions. 275. Them, Those. The pronoun them should never be used as an adjective instead of those. Though he was not known by them (say those) letters, etc. 276. This Here, That There. We should say this man, not this here man; that sample, not that there sample. 277. Those Kind, These Kind. A very common error is the use of those kind or these kind for that kind or this kind. 278. Trustworthy, Reliable. Trustworthy is often a better word than reliable, which is somewhat overused. 279. Try And, Try To. Try and is often used for try to. I shall try and (say try to) come. 74 CORRECT AND FAULTY DICTION 4 280. Two, Too, To. Two means twice one; too has the meaning of also. Too is often confounded with to. The two men went to the house, too. 281. Up to Date, Down to Date. Up to date is greatly overused, and down to date suggests an effort to be clever or unique. When possible, use modern, new, or some other word of the same class. 282. Unique. The word unique means the only one of its kind. Therefore, do not write very unique. 283. Upon, On. Upon should be used when there is superposition, actual or figurative, as in the following sentences: The copy was laid upon the desk. He heaped up his adjectives, one upon another. Use on in sentences like the following: On hearing this, he wrote for Brown to come home. 284. Whole, Less, More, Most. The adjective whole should not be used as a plural in the sense of all, nor less in the sense of fewer. More and most also are often ambiguous. The solicitor gave the copy writer the whole (say all the} particulars. There are no less (say fewer] than twenty diphthongs in the English language. Greater experience and more severe criticism are what he sadly needs to perfect his style. Here it is uncertain whether the meaning is more criticism that is severe, or criticism of more severity. Temperance, more than (better, rather than] medicine, is the proper means of curing many diseases. In speaking of aggregates of time, weight, distance, value, etc., if they may be regarded as singular, whole and less are preferable to all and fewer. The following are correct: He disappeared not less than ten years ago. She weighs less than one hundred pounds. He went the whole (or entire) hundred miles on foot. The whole (or entire) twenty-four hours had been wasted. 4 CORRECT AND FAULTY DICTION 75 285. You Are, You're, Your. You're is a contraction for you are and may be properly used in the colloquial style of language; but you're should not be confounded with the possessive pronoun your. He said, "You're going out without your hat." ADDITIONAL CAUTIONS 286. Memoranda and phenomena are plural forms. There- fore, write, The memorandum was destroyed, if only one mem- orandum is referred to. Write anywhere, anybody, everything as single words. Write any one, some one and every one as two words. Forward, backward, homeward, afterward, downward, toward, upward etc., ordinarily do not require a final s. Lengthwise, sidewise, etc. are better forms than lengthways, sideways. Last month and this month are better than ult. and inst. Do not use such abbreviations as Xmas for Christmas; resp'y for respectfully; yours, etc. for yours truly. Unless there is a column of figures, write 75c, 75 cents, or seventy-five cents , rather than $0.75. Instead of writing, Replying to your letter, please return the dress, write, Replying to your letter, we ask that you return the dress; or, better still, omit the overused style of introduc- tion and begin with, Return the dress, or Please return the dress. Such worn-out expressions as beg to acknowledge, trusting to receive further favors, etc., should not be used. Say a pair of new gloves, not a new pair of gloves; a woman's artistic shoe, not an artistic woman's shoe; men' s stylish suits, not stylish men's suits; a full-page magazine advertisement, not a magazine full-page advertisement. Often, again, and inquiry are three words commonly mis- pronounced. Do not sound the / in often. Pronounce the last syllable of again as if it were spelled gen. Give the final i in inquiry the sound of i in pie. 76 CORRECT AND FAULTY DICTION CORRECT AND INCORRECT EXPRESSIONS 287. Following is a list of awkward or incorrect and correct expressions with suggestions for improvement: NOT THE BEST USAGE Be that as it will. He will not go without you agree. Whatever are you writing? I wish I was rich. I am through. It is a tasty cover. (Appetizing foods are tasty.) It is no use to write. He isn't hardly old enough. He cannot be found any place. We have no other alternative. I don't think we shall go. We did not think it was him. This will do nicely. I hadn't ought to have written. He sustained injury. It has broke down. We have drove there. The tank has bursted (or busted) . We use to subscribe. It is a long ways off. Buy it off of us. Quit that noise. I am afraid that I cannot come. However did you do it. I have every confidence in him. It transpired yesterday. He resided in Chicago. They don't have any saloons in Danville. Does the title page say plows? My sister and myself were there. It is no good. He would of come. He was in no shape to leave. I read where prices are increasing. I'll back up that statement. I beg to say. IMPROVED CONSTRUCTION Be that as it may. He will not go unless you agree. What are you writing? I wish I were rich. I have finished my work. It is a tasteful cover. It is of no use to write. He is hardly old enough. He cannot be found anywhere. We have no alternative. I think we shall not go. We did not think it was he. This will do very well. I should not have written. He was injured. It has broken down. We have driven there. The tank has burst. We used to subscribe. It is a long way (or distance). Buy it from (or of) us. Stop (or cease} that noise. I fear that I cannot come. How did you do it? I have implicit confidence in him. It happened yesterday. He lived in Chicago. There are no saloons in Danville. Is the word plows on the title page? My sister and / were there. It is worthless. He would have come. He was in no condition to leave. I read that prices are increasing. I'll support that statement. I beg leave to say. PUNCTUATING AND EDITING PUNCTUATING OF COPY 1. Punctuating is the act of using significant marks to divide written or printed matter so as to indicate the true connection and dependence of its parts. The purpose of punctuation is to reveal the intended meaning of written or printed language at a glance. If a sentence must be read several times before the intended meaning is clear, it is safe to conclude that either the construction or the punctuation is faulty. By using punctuation marks to divide written or printed matter into groups of words, the reader, as his eye follows the lines, will see the relation of each group of words to the preceding matter. 2. Punctuation by the Printer. A knowledge of punctuation is of great value to the writer in enabling him to make his language clear and convincing. Unfortunately, many writers of advertising copy know little or nothing of punctuation, and in the belief that the subject is beyond them, they leave the punctuating largely to the printer. There is no doubt that the intelligent printer is a valuable ally of the ad-writer in supplying needed punctuation; but it is risky to depend on the printer for such aid. A funda- mental rule of nearly every printing office is "Follow copy," and if the printer departs from this rule, he does so at his own risk. Consequently, if poorly punctuated copy is fol- lowed literally as is frequently the case during stress of work the printer cannot be held accountable for errors or imperfections. The writer should give his copy a final 2 PUNCTUATING AND EDITING 5 reading just before it is sent to the printer, and put in every punctuation mark that he wishes to use. 3. Punctuating by Reason. Rarely will two persons punctuate in exactly the same way. "If a man has an epigrammatic style, he will use more periods than other marks. If he thinks in crisp sentences, he will punctuate largely with semicolons. If his sentences are long and involved, he will use many commas; if ambiguous, paren- theses." So it may be said that writers punctuate as they think. If the punctuating is done in the light of reason, the force of the language will be increased and inaccuracies of con- struction will be fewer. The subject of punctuation is not a difficult one, and, once mastered, the pleasure afforded in analyzing sentence construction will repay a hundredfold for the time expended. No set of rules for punctuation can be devised that will provide for every possible sentence form; much must be left to the judgment, taste, and intention of the writer; but the rules given in the following pages will cover practically all needs. In sentences, the comma is used to mark the very slight breaks of connection; the semicolon, to mark the more decided breaks; the colon,, to mark the still greater breaks; and the period, to indicate the full stop. The inexperienced ad-writer may safely observe this rule: Punctuate too little rather than too much. If Punctuation will not make the meaning plainer or effect some definite advantage, do not punctuate. The present practice in the matter of punctuating display lines is to omit all marks except those absolutely necessary to clearness. If a display line consists of a question, the mark of interrogation is necessary to clearness and should be used. 5 PUNCTUATING AND EDITING 3 THE COMMA 4. The comma (,) is the most frequently used mark of punctuation. Its chief purpose is to define the particles or minor clauses of a sentence. It is easy to misuse the comma. Its omission is not so noticeable as the omission of other points; and either misuse or omission is likely to change the entire meaning of language. Several years ago the insertion of a superfluous comma by a clerk, in making the final copy of a tariff bill, resulted in a loss of many thou- sands of dollars to the United States. As a general rule, insert a comma after each slight break of connection in the construction of a clause or a sentence. 5. Simple sentences with one subject, one verb, and one object need no comma; but when the simple sentence is broken by the addition or repetition of nouns, verbs, adjec- tives, adverbs, etc., it becomes necessary to set off by commas the disturbing elements especially if they do not qualify the words that directly follow. Fashion, fit, and workmanship are the three distinguishing features of good clothes. The choicest coconuts are made into beautiful, silky, snow-white threads that will keep moist, sweet, and tender for months. 6. When the words are grouped in pairs, connected by and or by or, the pairs should be separated by commas. You will find here the most complete assortment of smoked and salt fish, dried and fresh fruits, live and dressed poultry, and canned goods to be had anywhere. Tall or short, stout or thin, round-shouldered or flat-chested, all can be fitted here. 7. Salutations and explanatory or interpolative phrases, used independently or parenthetically should be separated from the context by commas. Smokers, if your smokes are not all that they should be, come here and try some of our choice brands. Barnum, the father of advertising, was a showman. I remain, my dear sir, yours very truly. 204 15 4 PUNCTUATING AND EDITING 5 8. When one of two clauses depends on the other, it is often necessary to separate them by a comma. Such clauses usually begin with a limiting word like if, when, where, wherever, therefore, etc. Dependent clauses are, as a rule, punctuated only when they are transposed or out of their grammatical order in the sentence. If there is any one article of food that appeals to us all, rich and poor alike, it is pure, sweet butter. Until you have drunk a cup of Keane's coffee, you have missed half the pleasure of your breakfast. When you have to do it yourself, putting up picnic lunches is a great bother. The third of the preceding examples needs no comma if arranged as follows: Putting up picnic lunches is a great bother when you have to do it yourself.' 9. When two or more complete statements, each having its own subject, verb, and object, are put into one sentence, the comma should be used to show their distinctiveness. You can count on a good batch of bread every time you use Hum- phrey's flour, and you can count on its being a more nutritious batch of bread than you ever had with any other flour. We receive our supplies direct from the leading creameries of this state, and every pound after its arrival is subjected to the most rigid examination by our butter experts. 10. Rhetorical elements should generally be set off by commas when placed at the beginning of a sentence, or out of their regular order. Lastly, don't forget that Tuesday is our opening day. Nevertheless, with greater competition comes a greater demand for advertising. But when such particles stand near a verb or other element, the meaning of which they are capable of modify- ing, no punctuation is necessary. Therefore, assuredly, and certainly in the following sentences need not be set off by commas. This proposition should therefore be entitled to much consideration. This is assuredly an exceptional offer. You can certainly do no better at any price. 5 PUNCTUATING AND EDITING 5 Usage is not uniform in the treatment of such words as too, also, perhaps, etc. when introduced in a slightly paren- thetical manner. The ad-writer need not bind himself to any hard-and-fast rule, but should feel free to use commas wherever the connection is distinctly broken. In the sentence, We, too, agree to that, the commas are correctly used; but in the sentence, This is Perhaps the best way, there appears to be no necessity for pointing off perhaps. 11. When the construction of a sentence is inverted, and the objective precedes the nominative, or when, for emphasis or any other reason, elements are placed out of their natural or usual order, a comma is frequently used. To appreciate the beauty of this display, it will be necessary to see it. In dealing with the foolish, wise men rarely act with wisdom. When you buy, buy the best. This last rule may be expressed in two general rules, which should be kept in mind: (1) Insert commas when elements are transposed or out of their usual order; and (2) insert commas when, without them, the sense would be obscure or ambiguous. In the second and third of the preceding examples, the commas are used only to prevent ambiguity; the meaning of foolish wise men with the comma omitted is obscure at first reading. 12. When a subject is unusually long, it is sometimes desirable to place a comma after it. That the prices quoted in the catalog we mailed yoi< on the 8th instant are lower than most quotations on the same line of goods, may have escaped your attention. This use of the comma occurs chiefly in sentences that have very long subjects. If such a sentence will be clear without the comma, do not use it. 13. Unimportant commas are sometimes omitted where many commas would be required by strict application of rules. For instance, if too happened to be interposed some- where in a sentence near other important commas, those ordinarily used before and after too might be safely omitted- 6 PUNCTUATING AND EDITING 5 THE SEMICOLON 14. The semicolon (;) finds its greatest use in long sentences, in which it serves to keep apart the more impor- tant members. United clauses of equal rank, however, slightly connected and without intervening connectives, should be separated by semicolons. This midsummer sale is not a mere remnant sale', mark you that; though the movement includes a splendid remnant sale as its secondary feature. There's good health in every steaming cup of Ideal chocolate; children thrive on it because it is so nourishing; grown folks like it because of its delicious flavor. 15. United clauses that contain elements set off by commas should usually be separated by semicolons. Defiance starch is the best starch made: it doesn't stick to the iron; it gives a beautiful, soft, glossy stiffness to the clothes; it will not blis- ter or crack the goods; it sells for less, goes farther, does more. Ask the woman that irons. 16. A semicolon is usually pJaced before as, viz., to wit, for instance, namely, i. o,ts ?! 1 M w OO 00 VO o 0) ,Q o H rx vo 5 a "^0! X- >-> O ON 00 VO VO VO -1- i i O ON OO t^. to to TJ- 2 ONOOOO r^-MD TT^rrs 00 t^vOVO IO-^-C^PO * Ix vo to to ^r ro ro CM TrrJ-TfrDCON N >-i 1 "o I M -MC+J-uCiCClC! .S 'o -S .S "3 'o 'c "o o cv o o aaaa Sl^vO^S i 2"^ II 62 II & * -8, 23 TYPE AND TYPE MEASUREMENTS BORDERS AND RULES 35. Borders and rules are very necessary in the com- position of advertisements, as they serve to separate one advertisement from others surrounding it and to give it unity and individuality. Many "flat-looking" advertisements can be made attractive by the use of plain rule or some orna- mental border. All borders, whether plain or ornamental, are made on the point system. All sizes of brass rule, and fancy borders not larger than 6-point, can be made up in lengths that are multiples of 6 points; that is, 12 picas, 12 picas, 13 picas, 182 picas, and so on; but 12-point orna- mental borders can be made up only in multiples of 12 points; that is, the ad-writer must call for lengths only in even picas, as, 12 picas, 13 picas, etc. never 12| picas, 13 picas, etc. Note, for example, a single pica section of a 12-point orna- mental border, ^p; the figure of this border is complete, but if a half-pica section were called for, it would mean splitting the figure, which would be impracticable. 36. Plain Borders. Brass-rule borders are made in various sizes from 1- to 12-point thicknesses. The sizes, in points, generally used are 1, 2, 3, 4, 6, and 12. The faces of these borders are the full depth of the body and are solid black. The 12-point size is very strong, and unless used carefully, is likely in an advertisement of moderate or small size to give an unagreeable, glaring effect; its use should generally be restricted to large advertisements. All rule borders are made on exact multiples of 6 points in length. Following is an exhibit of plain brass-rule borders: ; l-point 2-point 3-point 4-point 6-point 12-point 6 TYPE AND TYPE MEASUREMENTS 25 Some printing offices have parallel line borders, a few examples of which are shown: ^=====^= 2-point 3-point 4-point 6-point 12-point Double borders are made by placing a heavy and a light rule side by side. The following examples show some of the combinations possible: 37. Ornamental Borders. Fantastic, flashy borders should never be used, as they cheapen the advertisement and detract attention from the display. Where numerous advertisements on the same page are surrounded by plain- rule borders, however, an ornamental border of clean-cut appearance can be used to advantage to make the advertise- ment stand out. Ornamental borders are made on 6-, 12-, 18-, 24-, and 36-point bodies, but the 24- and 36-point sizes are rarely used in advertisements, because the size and the blackness of face detract from the display. The face of ornamental borders is usually almost the entire depth of the body; for example, a 6-pbint border nearly always has a face almost 6 points in depth. Following are shown a few examples of acceptable ornamental borders: Newspaper No. 66 American No. 237 Magazine Bowman 26 TYPE AND TYPE MEASUREMENTS DIMENSIONS OF ADVERTISING PAGES 38. Type Page. The term type page is used to designate that portion of the printed matter below the head rule the rule that runs across the page just below the page heading. The type page does not include the blank margin on the four sides of the printed matter, but is just the space occupied by the printed matter exclusive of the head rule and page heading. The size of the pages of this Section is about 5|- X 9 inches, but the regular type page is only about 3f X 6i inches. The difference between size of page and size of type page should always be kept in mind. 39. Standard Dimensions of Type Pages. Each of the leading classes of publications has a standard size of type page to which most of the mediums in that class con- form. These standard dimensions will be adhered to in examples given throughout the various Sections, but in actual practice, it is always advisable to find out in advance whether or not the medium to be used departs from the standard dimensions, and to be governed accordingly in making the layout of an advertisement. 40. Standard Newspaper Dimensions. The stand- ard width of columns for newspapers is 13 picas. There are, however, a number of prominent newspapers with columns 12i or 13i picas wide. Most newspapers, including both country and metropolitan papers,, have a 7-column page, the standard length of which is 21f inches, though there are many papers with columns varying a very little from that length, some measuring only 2li inches. The size first mentioned, 21f inches, will be used as the standard. A few metro- politan papers use an 8-column page with a 12i pica column. Many country weeklies use a 6-column page, the standard length of the columns being 19f inches. 6 TYPE AND TYPE MEASUREMENTS '21 Newspaper columns are separated by column rules consist- ing of a hair-line face on the center of a 6-point body. The space occupied by this rule should be taken into account when calculating the size of an advertisement wider than a single column. For example, a double-column advertise- ment, instead of being 26 picas wide (2 X 13), is 26i picas (2 X 13 + i) wide. The half pica is due to the space that would be occupied by the column rule if two single-column advertisements occupied the space of the double-column size. Of course, an advertisement designed to occupy two or more columns need not necessarily extend over the maximum width. The full space would have to be paid for, but some- TABLB IV STANDARD WIDTHS OF NEWSPAPER ADVERTISEMENTS Number of Width Number of Width Columns Pica Ems Columns Pica Ems I 13 5 67 2 26? 6 80* 3 40 7 94 4 53* 8 107* times a little white space is left between the edges of the advertisement and the adjacent column rules. Table IV, which gives the standard widths of newspaper advertise- ments, will be found convenient. 41. Standard Dimensions of General Magazines. The standard type page of the monthly magazines, such as Everybody's, Munsey's, etc., is 5% in. X 8 in., and consists of two columns, each 16 picas wide and 8 inches long. The column rule used is on a 12-point body, so that the width of a 2-column advertisement is 33 picas. The standard type page for the weekly magazines, such as the Saturday Evening Post, Collier's, etc., is made up of four 13i-pica columns separated by a 6-point column rule. The length of column in the different papers of this class varies. 28 TYPE AND TYPE MEASUREMENTS 6 Women's magazines may be grouped in three sizes. One class, represented by the Ladies' Home Journal, has a type page 9f in. X 14i- in., which is comprised of four 13i-pica columns, the column rule being on a 6-point body. A second class of women's publications has a type page 6f in. X 9f in., consisting of three 13i-pica columns separated by column rules on a 6-point body, but there are not many examples of this class. Women's magazines of the third class, such as Good Housekeeping and Harper's Bazaar, have the standard magazine type page. 42. Standard Dimensions of Mail-Order Maga- zines. Most mail-order magazines are made up of four 13-pica columns separated by 6-point column rules. Many of these publications vary from the standard, particularly as to column width. The variation in the length of column is so great that no standard can be given. 43. Dimensions of Class Publications. Agricul- tural papers are much like mail-order publications in regard to the size of type page, the column width, etc. The other groups of class papers, with perhaps the excep- tion of some of the small groups of miscellaneous, class publications, vary so much that it is impossible to settle on any standard size. 44. Measuring Advertising Space. Two units are used in measuring advertising space in publications; the column inch and the line. A column inch, ordinarily spoken of simply as an inch, is a space 1 column wide and 1 inch deep not a square inch. The column inch is not an exact unit, however, because the width of columns varies in different publications. For instance, in a standard newspaper the column inch would be 13 picas wide, while in a standard magazine it would be 16 picas wide. Small newspapers and some magazines sell their space by the inch. The line is equivalent to a space iV inch deep and 1 col- umn wide, and is derived from old agate type, which sets 14 lines to the inch. Nearly all large magazines and news- 6 TYPE AND TYPE MEASUREMENTS 29 papers sell their space by the agate line; that is, they count an inch as 14 lines no matter what goes into the space. Like the column inch, the width of the line varies according to the publication under consideration. Both units, then, are measurements of depth of column rather than of area. An advertisement that occupies a space 4 inches deep and 1 column wide is called a 4-inch, single- column advertisement, a 4-inch advertisement, or a 56-line advertisement. An advertisement that occupies a space 6 inches deep and 2 columns wide is called a 6-inch, double- column advertisement, or referred to as 84-lines d. c. Magazines sell much of their space by the page, half-page, or quarter-page. Trade and technical papers also sell largely on the basis of pages and fractional pages, though nearly all of these publications-also sell by the line or by the inch. TYPE AND TYPE MEASUREMENTS (PART 2) INTRODUCTION 1. The exhibit of display and body type included in this Section comprises the best advertising-, catalog, booklet, and folder types made by three leading type foundries of the United States the American, the Inland, and the Keystone. The fact that the plates for these specimen pages were pre- pared in several different printing offices will explain why they differ slightly in some points of style and do not con- form entirely to the teaching of the text of a preceding Section. The types shown in this Section are of sufficient variety not only to meet the demands in displaying the advertisements called for in the Examination Questions but to meet every requirement in practical advertising woik. It is necessary to discriminate carefully in selecting the different faces of type, because the force of effective copy will not be brought out if the advertisements are set in type that is out of harmony with the subject, or if too many types or inharmonious types are used. 2. Where possible, only one "family" of type should be used for the principal displays in a single piece of adverti- sing literature. A "family" of type consists of all the dif- ferent faces made of a certain style, based on the medium face of a given letter. To illustrate: The Cheltenham family consists of Cheltenham, Cheltenham Wide, Cheltenham Italic, Cheltenham Bold, Cheltenham Bold Condensed, Cheltenham Bold Extra Condensed, Cheltenham Bold Extended, Chelten- COPYRIGHTED BY INTERNATIONAL TEXTBOOK COMPANY. ENTERED AT STATIONERS' HALL. LONDON 2 TYPE AND TYPE MEASUREMENTS 7 ham Bold Italic, Cheltenham Bold Outline, and still others. All these different faces are based on the original Chelten- ham series of type. When used together they give har- monious effects, yet the use of the Cheltenham Bold series with the regular Cheltenham or Cheltenham Wide gives strong contrast as well as harmony. If De Vinne is being used and a line requires a wider letter than De Vinne, the De Vinne Extended may be used; if a narrower letter than De Vinne is required, the De Vinne Condensed may be used; and so on. 3. There are many types of different names that have common characteristics, and are so much alike that they can be used together without creating discord. For instance, the Ben Franklin, Post Old Style, Roycroft, Blanchard, Plymouth, Hearst, Powell, and Pabst series all have the same general characteristics; that is, they are all somewhat rugged in out- line. With care, any two of these styles can be used together harmoniously in the same advertisement. Many types of different names are so much alike that only a practised eye can distinguish one from the other. Book- man Old Style and Old-Style Antique, for example, are closely related. Powell and Pabst are very similiar to each other. Laureate, Venezia, and MacFarland have no marked differences. Jenson and Kelmscott are almost exactly alike. Cheltenham and Kenilworth can hardly be told apart. All these types, therefore, are not shown in this Section. In practical work, . the ad-writer should give the printer the option of using any one of the closely related faces. 4. While the large publishing houses usually have almost every modern face of type that is made, it will be found that there are many printing offices that do not possess the full variety of type shown in this Section; in fact, there are very few offices that have more than half of these different styles. Therefore, when dealing with small printing offices having a limited assortment of type, the ad-writer should, if he makes a practice of specifying types and sends advertisements to the office frequently, find out what faces of type are at hand, 7 TYPE AND TYPE MEASUREMENTS 3 so as not to lose time by specifying unavailable faces. Good work can be obtained even in an office that has only a few suitable styles of type, provided the ad-writer knows how to specify the details of display. As suggested in a previous Section, unless the ad-writer is thoroughly competent to specify styles for display type and knows what types the printer has, it is better to let the layout merely show the arrangement and strength of the display and to give the com- petent printer liberty to use whatever style and size of type he has that will produce the display effect desired. But it is well in such a case to make suggestions to the printer, such as, "Use something like Post or Blanchard." 5. At the beginning of each of the following paragraphs, the type name is set in caps and lower case of the 10-point size of the type called for. A comparison with the 10-point Old-Style Roman body type, in which the body matter of this Section is set, will show what effect can be secured by using the particular display type in' conjunction with Old-Style Roman body type. THE BEST USES OF VARIOUS TYPE FACES 6. Cheltenham is an artistic, compact letter, and is more condensed than ordinary body type, so that more words can be set in a line of given length by using Cheltenham than would be possible by .using body type of standard width. Cheltenham is one of the best new display and body letters and is well adapted to a variety of uses. The sizes from 12-point up afford excellent display type for magazines and trade papers. This style of type, however, should not be used for display in newspaper advertisements, as it has a light face and affords small contrast to body matter when printed on wood-pulp paper. Sizes smaller than 10-point should never be used for body matter in newspapers, as the small openings in the lower-case letters fill up very quickly. The body type sizes are very effective for catalog, booklet, and folder work, particularly where the page is a narrow 4 TYPE AND TYPE MEASUREMENTS 7 one, the condensed appearance of the type harmonizing with a long narrow page. 7. Cheltenham Wide is a companion face to Cheltenham, but it has a more extended face, and is therefore particularly appropriate for pages set in wide measure. It can be harmoniously used in conjunction with Cheltenham Bold Extended and Cheltenham Bold. Cheltenham Wide can be very easily read, and the smaller sizes make an attractive body letter for booklets, folders, and magazine advertisements. 8. Cheltenham Italic is a condensed Italic of the Cheltenham family. The small sizes of this type are not appropriate for newspaper work. However, it is well adapted for emphasis when used in conjunction with Cheltenham and printed on a good quality of paper. No sample page of this type is reproduced in this Section. 9. Cheltenham Bold has the style and character of Chel- tenham, but is much heavier. It is a very useful and attrac- tive display letter for all classes of advertising. Owing to its strength, it contrasts well with body matter, whether in all capitals or capitals and lower case. Where Chelten- ham or Cheltenham Wide is used for body matter, a pleasing harmony can be secured by using Cheltenham Bold for dis- play lines and subheadings. If care is taken to preserve balance, an introduction or an important paragraph may sometimes be set in Cheltenham Bold with good effect, par- ticularly if the main display is in Cheltenham Bold. The large sizes of Cheltenham Bold are excellent for street-car cards, etc. This type is also a good display face for depart- ment-store advertisements. It can be used for body matter of circulars when printed on large work or in a tint. 10. Cheltenham Bold Condensed is a companion face to Cheltenham Bold. It can be used where a large number of letters or words have to go in a given measure and where Cheltenham Bold would be too wide. It is adapted to all the uses of Cheltenham Bold, and is particularly appropriate for 7 TYPE AND TYPE MEASUREMENTS 5 booklet and folder headings and subheadings, where the page is set in narrow measure. 11. Cheltenham Bold Extended has the same style of face as the other Cheltenham Bold series, but it is very much extended. It is useful in very wide measures, where little copy is furnished for the lines, and is particu- larly suitable for headings and subheadings on pages set in wide measure. 12. Bookman Old Style is an excellent all-around display and body letter, and is suitable, in the larger sizes, for maga- zine and newspaper display. The smaller sizes should not be used in newspaper display, except for body matter, as they afford but little contrast to Old-Style Roman body type. Bookman is a very good letter for body matter in maga- zine advertisements, booklets, folders, etc., especially those printed on antique paper. It is also a good type to use where it is desired to have a paragraph in type that is a little heavier than the regular body matter. 13. Patst is a light-faced, slightly rugged display and body letter, a companion face to Schceffer, Powell, Roycroft, and Post Old Style, but much lighter in face. It is well adapted to magazine display, and is also useful for newspaper adver- tisements in which an artistic type is desired that is lighter than Post. Ben Franklin, Roycroft, etc. The sizes from 8- to 12-point make an excellent body letter for magazine advertisements, booklet, and folder pages, etc., while the 12-, 14 : , and 18-point sizes are particularly suitable for advertisements that are to be set in single-paragraph style with wide margins and without headings. 14. De Vinne is a very useful display type. It can be used to advantage in magazine and newspaper display, for both main headings and subheadings. The lower case of the larger sizes is appropriate for street-car cards and for the body matter of small posters, window cards, etc. 15. De Vinne Condensed is a companion face to De Vinne. It can be used instead of regular De Vinne where it is neces- 6 TYPE AND TYPE MEASUREMENTS 7 sary to place more letters or words in a line of given length than would go in the regular De Vinne. 16. De Vinne Extended is a companion face to De Vinne and De Vinne Condensed. It can be used advan- tageously where it is necessary for a few letters or a few words to fill a wide measure. This type should be used sparingly, however, as more than one line of it is difficult to read. The De Vinne family can be found in nearly every printing office. 17. Quentell is a pleasing display letter, being somewhat heavier than medium weight. It is somewhat condensed and is suitable for a great variety of advertising needs, affording a strong contrast to body matter. 18. Post Old-Style Roman No. 1 is a rugged, somewhat extended, bold display letter that can be used very extensively. The larger sizes of lower case are appropriate for body matter of street-car cards and posters. 19. Post Old-Style Roman No. 2 is a very heavy-faced, rugged display letter, appropriate for dis- play use in newspapers and magazines. It is not suitable for booklet and folder work, because it is too heavy and too extended for pages set in narrow meas-ure. The lower case of the large sizes is a very strong body type to use on street- car cards, posters, etc. 20. Post 01d=Style Condensed is a companion face to Post Old Style, and it proves very useful when a large number of words or letters has to be set in a narrow measure. By exercising discretion, this letter can be used for the dis- play lines in booklet and folder work, as it is not so heavy and wide as the Post No. 2. 21. Post Old-style Italic is a companion face to Post Old Style and Post Old-Style Condensed. It should be used sparingly, as it is hard to read when a number of lines are placed together. It is excellent for newspaper work in which no other Italic display lines are used. The 6-, 8-, and 10-point sizes are available for paragraph matter in booklets 7 TYPE AND TYPE MEASUREMENTS 7 and folders, where this special matter is held in to a nar- rower measure than the body type and where special emphasis is required. 22. Roycroft is a very bold, rugged display letter, somewhat wider than Post Condensed, and is suitable for nearly every class of display where strength is desired. It can be used in large or small sizes, as it affords a strong contrast to body matter, no matter how it is used. The smaller sizes make appropriate subheadings and price dis- plays where the main headings of advertisements are set in the 18-, 24-, and 30-point sizes. 23. Schoeffer is a somewhat condensed, medium-weight display letter. It is suitable for headings and subheadings in magazines and trade papers. The very small sizes should not be used for display lines in newspapers printed on wood- pulp paper, as these sizes afford little contrast to body matter. Schoeffer is suitable for headings and subheadings in booklet and folder work if set in narrow measure. 24. Adver Condensed is a companion face to Schoeffer, but is more condensed and heavier. Where heavy displays are desired, it is a good type to use. 25. Adtype is a face akin to Schceffer, Foster, and Adver Condensed. It has a heavy, strong face that gives good contrast in newspapers printed on cheap paper and wherever a heavy-faced, easily read letter is required. 26. Globe Gothic is a heavy-faced, clean-cut, easily read display letter, suitable for use where a very plain, strong letter would be appropriate. 27. Lining Arlington is a good, strong advertising letter, with a clean-cut, easily read face of a slightly rugged char- acter. It 'is well suited to magazine advertising, and when used with discrimination, it serves as a first-class newspaper letter; but in newspaper advertisements, it is not advisable to use the very small sizes with small, solid type, as it affords but little contrast. 8 TYPE AND TYPE MEASUREMENTS 7 28. Bulfinch is a very neat, light-faced letter suitable for high-grade magazine advertising, booklets, folders, etc. On account of its light weight, it affords small contrast to body matter, and, except on such work as stationery, fine book- lets, etc., it should be used only in the larger sizes for display purposes. Bulfinch is not adapted to newspaper advertising. 29. Cloister ISIatfe is a beautiful, clean-cut text letter. Being patterned after ancient manuscripts, it is particularly appropriate for ecclesiastical advertising, stationery, and programs of a dignified style, etc. The use of 6- and 8-point sizes for display should be avoided, as they are very hard to read. Text letters should never be used in all capitals, as capitals are particularly hard to read unless used in conjunc- tion with lower-case letters. 30. Lining Gushing No. 2 is a light-faced body letter and is not made larger than 24-point. It is an excellent type to use in advertisements that are set in paragraph style without any display features and for the body matter of magazines and department-store advertisements. It can be used very effectively for the body matter of booklets and folders, but it should not be used for display lines if a good contrast is desired between display lines and body matter. Gushing is an appropriate type for subjects like high-grade jewelry. 31. Powell is an all-around display type having a face that is easily read and pleasing. It can be used for almost any purpose, but it is especially well adapted to high-grade magazines and to the body matter of paragraph display, street-car cards, posters, etc., where a lower-case letter is required that can be read easily. Powell type has only a medium-weight face, and when used for newspaper display, a size large enough to contrast well with body matter should be selected. 32. Laureate is a neat display letter that is often found very serviceable, especially on stock with an antique finish. It is also available for body type in the smaller sizes, from 7 TYPE AND TYPE MEASUREMENTS 9 6-point to 12-point, but when using body types in this way, if there are more than a few lines, it is advisable to lead the matter. Laureate can be used for magazine, newspaper, and trade-paper advertisements. It is not in very general use, and the ad-writer should use discrimination in calling for it in his work. 33. John Hancock is a strong, useful letter for head- ings, subheadings, price displays, etc. in newspaper work, affording excellent contrast to body type. It is one of the best new advertising faces, and can be used to advantage in magazine advertisements where only a few lines of display are used. Care should be taken in using this type, as too many lines of it will make an excessively black display. It should never be used for body matter except on large work such as street-car cards. 34. John Hancock Condensed is a companion face to John Hancock, and can be effectively used in conjunction with the regular John Hancock for a display line that con- tains too many words for the regular face. On account of its compression, it is a very good face for single-column newspaper display or for panels of department-store adver- tisements. It should never be used for body matter. 35. Jolin Hancock Extended is a companion face to John Hancock and John Hancock Con- densed. It should be used discriminately and only where it is necessary to place a very few letters or words in a wide measure. It can be appropriately used with its' companion faces in newspaper and trade-paper display. 36. Caslon Old Style is a very legible old-style display and body letter, but it is used chiefly as a body letter. The sizes from 12-point up can be used in either capitals or capitals and lower case for display lines in magazines or booklets. As Caslon has a very light face, care should be taken, when using it for both display lines and body matter, to select sizes for the display that are large enough, to contrast well with the body type. Caslon Old Style is 10 TYPE AND TYPE MEASUREMENTS 7 one of the best all-around body letters made; it has an artistic face and is easy to read. In newspaper work, the 6-point size should be avoided, as the openings in the lower-case letters fill up when printed on cheap, wood-pulp paper. 37. Caslon Old-Style Italic is a companion face to Caslon Old Style, and can be used advantageously in conjunction with it on all but newspaper display. This type is not appropriate for body matter. 38. Gaslon Bold is a companion letter to Caslon Old Style, but it has a heavier face. It is an excellent all-around display type. It is also an excellent body type for catalogs and booklets when printed on antique paper or with colored ink. This type is also strong for street-car cards. 39. Gaslon Bold Condensed is a narrower type than Caslon Bold, but it has the same general characteristics, and may be used in the same advertisement or in other work in which Caslon Bold is used. This condensed letter is particularly suitable for booklets and folders set the narrow way of the sheet, in which the ordinary Caslon Old Style is used for body matter. It is a good letter to use in magazine adver- tising where moderate contrast is required. 40. Caslon Bold Italic is another member of the Caslon Bold family, having all the general characteristics, except that it is a sloping letter. It can be used with Caslon or Caslon Bold for display, where only a few display lines are used. In street-car cards set in Caslon Bold, Caslon Bold Italic is a good type to use for a few words requiring emphasis. 41. MacFarland is a very useful letter. The sizes from 12-point up afford excellent contrast to leaded body matter, but should not be used for display type where the page is set solid, except in the sizes from 14-point up, as it is only a medium-weight letter. In the larger sizes, it is particularly well adapted to magazine and newspapei display. The 6-, 8-, 10-, and 12-point sizes make excellent body type for trade-paper and newspaper advertisements, but great care 7 TYPE AND TYPE MEASUREMENTS 11 should be exercised in calling for any unusual amount of this type, as very few printing offices possess it in large quantities. The larger sizes, from 48-point up, make an easily read body matter for street-car cards and posters. 42. MacFarland Condensed is a companion letter to Mac- Farland, and can be used well in conjunction with it.- This condensed letter is particularly suitable for headings and subheadings, in booklet and folder work set the narrow way of a page. Care should be exercised in using the different sizes, as it is a light-faced letter and, being more condensed, it is not quite so strong as the MacFarland. Sizes under 12-point should not be used for display lines, nor should this type be used for body matter. 4.3. MacFarland Italic is a companion face to MacFar- land and MacFarland Condensed. It can be used in con- junction with MacFarland if an Italic face is required for emphasis in body matter, and occasionally the sizes above 8-point can be used for display lines. A newspaper adver- tisement in which French Old Style, Caslon Old Style, or Old-Style Roman is used for body matter, will sometimes, look well when displayed in MacFarland Italic. The use of MacFarland Italic for display lines where solid type is used for the body should be avoided, unless the body type is very small, as MacFarland Italic is only a medium-weight letter and will afford little contrast to a mass of large body type. 44. Corbitt is a strong, clean-cut, easily read display letter. It is useful in magazine or newspaper advertising and affords an excellent contrast to body matter even down to the smaller sizes. It is a fairly good letter for the display of department-store advertisements, but it is not suitable for body matter. 45. Corbitt Condensed is a companion face to Corbitt, and can be used in conjunction with Corbitt either where it is necessary to get more words in a line than could be set in the regular Corbitt, or where it is advisable to use a larger size than could be set in the line when using the .12 TYPE AND TYPE MEASUREMENTS 7 regular face. This type is useful in booklets and folders, set the narrow way of a page, where a heavy display face is desired. v 46. McClure is a very easily read, clean-cut display letter, but the smaller sizes afford little contrast to body matter. It is an attractive letter for booklets, folders, etc., and it can be used in such cases both as display and as body matter. For instance, if the body of a folder is set in 6-, 8-, or 10-point McClure, display lines could be set in 14-, 18-, or 24-point, etc., and if the paper is good the contrast will be strong enough. 47. Foster is a heavy-faced, easily read display letter, and can be used in any class of advertising where a strong display is desired. Even the small sizes afford strong Con- trast to body matter and are particularly suitable for sub- heads, price displays, etc. Foster is an excellent face for headings, subheading, and price displays in department- store advertisements. This letter is not recommended for fine catalog, booklet, or folder work, as it is too heavy and of a Gothic nature. An exception to this rule will be noted in the next paragraph. 48. WMb is the same as Foster, except^that it is out- lined instead of having a solid face. The Foster series can be printed in a. light tint and the Webb printed over it in a darker color, producing a two-color letter. All sizes of Webb, from 12-point up, are made so that they can b2 used in conjunction with Foster for two-color work. When used together, these two letters produce very artistic results on covers and title pages of catalogs, booklets, folders, and all kinds of two-color printing. This combination is a good one in case it is desired to emboss the line; that is, to hive the printed letters pressed up above the surface of the paper. The Webb series can be used by itself very effectively in fine booklet and folder work, and occasionally in advertise- ments, but great care should be exercised that proper con- trast is secured for the body matter, because Webb is 7 TYPE AND TYPE MEASUREMENTS 13 ordinarily hard to read when it is used for a heading or sub- heading made up of more than one line. 49. Gothic is to be used with discrimination, for it is extremely plain and has a heavy face. It is very easy to "overdisplay" an advertisement with Gothic type. A number of display lines set in Gothic will make an advertisement look crowded. Gothic is very strong where one line is displayed and the remainder of the copy is set in body type, as it affords an unusually strong contrast. Gothic is not a booklet type. It is used freely in mail-order advertisements, and is the strongest of all poster types. It is useful in newspaper and magazine advertisements where a strong line is desired. A feature of Gothic is that, being a very plain letter, all- capital lines are more readable than all-capital lines ordi- narily are. 50. Gothic Condensed No. 1 is a companion face to Gothic No. 1, but it has a more compressed face, and thus allows the use of more words to a given measure. It should be used with care, as it is a very plain letter and gives a monotonous effect when used to excess. 51. Gothic No. 8 is a companion face to Gothic No. 1, but has a heavier face. It is very appropriate for mail-order advertising printed on cheap paper, as it affords strong con- trast with small sizes of body type set solid. Gothic No. 8 is not appropriate for high-grade catalog, booklet, and folder work. \ 52. Jenson was at one time very popular, and it is still used as a general display type. It cannot be read quite so easily as some of the newer letters, and should not be used where very strong display is desired; nevertheless, it has graceful outlines. Jenson Condensed and Jenson Italic may be used effectively as companion types. 53. A^u/M; is a style of letter cut in imitation of hand- writing. There are a great many different styles of script type, some of them being very artistic. The Inland French Script shown in this Section is a good example. Types of 14 TYPE AND TYPE MEASUREMENTS 7 this style are used principally for cards, formal announce- ments, etc. They are not suitable for newspaper display, and the slanting styles are not now used so extensively for letterheads as they once were. 54. A study of the other type exhibits should make clear the uses to which they are best adapted. It is impossible to set down rules for the use of all the different faces, because many types are so much alike and meet so nearly the same demands that it frequently becomes a matter of individual taste as to which shall be used. It is really fortunate that individual tastes do differ slightly, for otherwise there would be an excessive use of a few styles of type. 55. A few pages of body type are shown near the end of the Section. Old-Style Roman and Modern Roman are effective for practically all classes of advertising matter designed for reading at close range, yet the use of another face harmonious with the subject of the advertisement will sometimes give a desirable distinctiveness. 56. The plain borders and the simple styles among the ornamental borders may be used freely. The more orna- mental borders should be used with much discrimination, as it is only occasionally that they are preferable. Styles in ornamental borders change frequently. Plain borders are always in good style. The 3-point rule set at the right of the lines of type shows the full depth of the body; the upper end of the rule is on a line with the top of the type body, and the lower end is on a line with the base of the type body. As, in setting many of the type pages, it was necessary to select words that would fill the line, the sentences and phrases of the Section should not be regarded as examples of good copy. The numbers following many of the names of the borders are merely type founders' numbers and should not be used by ad- writers. 16 TYPE AND TYPE MEASUREMENTS 7 FOSTER 84 Point NO tub 72 Point BIG can 60 Point NET met 48 Point SENT west 42 Point DIME novels 36 Point RETURN order TYPE AND TYPE MEASUREMENTS FOSTER 30 Point EXPERTS required | 24 Point MENTIONED IN BOX) Requiring Consideration | 18 Point ADVERTISING IS AN ART | But the artist $1234567890 j 14 Point CONVINCING APPEAL NOW SENT | Many answers to advertisements are in | 12 Point APPRECIATION OF FIRST IMPRESSION | By which your advertising may be measured 9 | 10 Point PAPER, DESIGN AND COLOR MUST NOT ONLY | Harmonize with themselves but with the subject matter | 8 Point IT IS TRUE THAT EFFORT MAY HAVE BEEN EXPENDED ON | The preparation of copy; possibly an artist of good reputation has had | 6 Point IT IS NOT ALWAYS THE BAND THAT PLAYS THE LOUDEST THAT GIVES I The best music. Often strength of tone is given to hide the discord, and the same is I 18 TYPE AND TYPE MEASUREMENTS 7 12 Point 60 Point 48 Point 42 Point 36 Point ifffefb 7 TYPE AND TYPE MEASUREMENTS 19 30 Point 24 Point 18 Point SAMETAEY oo /iO & no I j] CrftCo) I )Jl^c5) I WHAT ST SS AMID) HMSUST M ST i TYPE AND TYPE MEASUREMENTS 7 CORBITT 72 Point HIS tin 60 Point SETcut 48 Point NEW face 36 Point MUCH is used 30 Point HONEST bargain | 24 Point MENTION of names) 7 TYPE AND TYPE MEASUREMENTS 21 CORBITT 18 Point DESIGNS FOR WINDOWS | Fire Sale $1234567890 | Now Being Shown Herein j 14 Point AN EXTRAORDINARY BARGAIN | Fine Dress Goods, Laces, Cottons | 12 Point MORE PROFIT FOR THE RETAIL MAN | Continuous Gains are Made in Every Line | 10 Point TRY OUR NEW METHODS OF ADVERTISING | Results are quickly shown by our method of | 8 Point BEST MATERIAL IS MADE FOR PROGRESSIVE PRINTERS | Thereby assuring better results to every energetic merchant | 6 Point A LARGE ASSORTMENT OF FINEST CHINAWARE AT LOWEST PRICES | Sale now going on. Tremendous bargains in Cut Glass and Silverware I 20420 22 TYPE AND TYPE MEASUREMENTS 7 CONDENSED CORBITT 72 Point MEN sent 60 Point MICE dine 48 Point BRING away 36 Point SECURED gardens | 30 Point GREATEST medium of | 24 Point BUSINESS MEN very active | 7 TYPE AND TYPE MEASUREMENTS CONDENSED CORBITT 18 Point NEW IDEAS FOR BUSINESS MEN | Big Profits Secured $1234567890 1 Table of figures shows profits are j 14 Point ALL HARDWOOD FINISHED THROUGHOUT | Rooms are richly decorated with draperies | 12 Point GOOD PRINTING IS THE BEST ADVERTISEMENT | Advertising will sell your goods. Get in line to-day | 10 Point IT'S THE MAN WITH THE EARLY START THAT HAS A | Long handicap over fhe rest. It's time to start that catalog | 8 Point IT IS NOW THE TIME OF THE YEAR TO PIT ADDITIONAL ENERGY INTO | Your business. The cool weather stimulates people's brains and pocketbooks | 6 Point YOU CAN'T TELL YOUR STORY FACE 70 FACE TO EVERYBODY. IF YOU WOULD HAVE I I hem know your goods you must write or print descriptions. Why have these descriptions if I 24 TYPE AND TYPE MEASUREMENTS 7 McCLURE 72 Point RIM grit 60 Point BEN laid 48 Point GRIM meal 36 Point CHUNK reaper | 30 Point MENDING dishpan | 24 Point NUMBERING riders on | 7 TYPE AND TYPE MEASUREMENTS McCLURE 18 Point WE PRODUCE SOMETHING | Rarely Ever $1234567890 | Without great effort and much j U Point THE THINGS CALLED DEAR ARE | When justly estimated, the cheapest, if j 12 Point WORKS OF TASTE ttUST BEAR A PRICE | According to the skill, risk, time and expense | 10 Point "LIVE AND LEARN," ROAD TO ACHIEVEMENT | Egotism is a mighty stumbling-block of opportunity | 8 Point ILLUSTRATION IS A UNIVERSAL LANGUAGE THAT PEOPLE | Of all nations can read and understand. The better the illustration | 6 Point ONE OF THE IMPORTANT CHANGES IN THE HISTORY OFTYPEFOUNDING Was the lining and set system inaugurated and perfected by the Inland Foundry 26 TYPE AND TYPE MEASUREMENTS 7 MACFARLAND 72 Point BE kind 60 Point BIG sale! 64 Point FIRE calls 48 Point FINE linen 42 Point SURE transit 36 Point RIGHT method TYPE AND TYPE MEASUREMENTS 27 ^^ MACFARLAND 30 Point SPECIAL meetings | 24 Point DURABLE machinery $ | 20 Point FURNITURE expositions 482 | 18 Point ELABORATE musical entertainment | 16 Point NEW DESIGNS in washable goods | 14 Point EXTENDED TOURS to the Holy Land | 12 Point PRIVATE AUCTION of valuable art treasures | 10 Point BEWILDERING MAZE of dainty ribbon values 8372 | 9 Point COMPETITORS' PRICES knocked into a cocked hat $92.40 | 8 Point JUDICIOUS ADVERTISING WITH an air of originality counts most | 6 Point OUR MAIN BUSINESS IS TO CAUSE A RAPID RISE IN YOUR BUSINESS 3 I Our new cream of tartar baking powder is the recognized vehicle of success to the baker I 5 Point IF YOUR INCOME IS RATHER SMALL, LET US TELL YOU HOW TO INCREASE IT | Come and see the ideal suburb with Its unusually wide avenues and fine modern residences I TYPE AND TYPE MEASUREMENTS 7 MACFARLAND ITALIC 48 Point PRINTERS Have a home 36 Point UNEQUALED! In any country 4 30 Point ITS BEAUTIFUL} Buildings and fine \ 24 Point SCENERY AND AIR \ High, dry, and healthy \ TYPE AND TYPE MEASUREMENTS 29 MACFARLAND ITALIC 20 Point AT COLORADO SPRINGS \ "Its bounty unpurchasable" \ 18 Point ERECTED & MAINTAINED BY \ International Typographical Union \ U Point MAGNIFICENT HOSPITAL ANNEX \ Special tents for the tuberculosis residents \ 12 Point AND EVERYTHING STRICTLY MODERN \ Library contains eight thousand volumes 8765 | 10 Point DONATED BY MEMBERS OF ORGANIZATION | Main building is of white lava stone trimmed with red | 8 Point ON A COMMANDING EMINENCE OVERLOOKING COLORADO | Springs and the surrounding plains stand the Home buildings | 6 Point THE GROUNDS SURROUNDING THE HOME ARE BEAUTIFIED BY LAWNS I Flowers, shrubs, and trees, maple and elm alternating alone the driveway to the gate I 30 TYPE AND TYPE MEASUREMENTS 7 CONDENSED MacFARLAND 84 Point HEN flies 72 Point BUGS turn 60 Point USED many 48 Point GREAT scenes 36 Point STRIKING attractive!] 30 Point CONDENSED MacFarland I 7 TYPE AND TYPE MEASUREMENTS CONDENSED MacFARLAND 24 Point IMPROVEMENT IS ORDERED | Plain goods are sold below cost | 18 Point COMBINATIONS OF COLORS SHOWN | Advertising is proposed $1234567890 j 14 Point EVERY PRINTED ARTICLE IS INTENDED TO BE | Read, and being read creates an impression. This | 12 Point IT IS NOT ENOUGH THAT YOU COMPILE ALL NECESSARY | Data relative to your product or commodity; the complete | 10 Point ADVERTISING IS NOT SIMPLY THE PLACING OF WORDS AND | Characters upon a sheet of paper, it must be a convincing appeal I 8 Point EVERY EFFORT OF MODERN BUSINESS IS TO ATTRACT FAVORABLE ATTENTION | There is one very effective way that is by judicious and intelligent use of printer's ink | 6 Point BUSINESS STATIONERY OF THE PRESENT DAY HAS BEEN ELEVATED TO THE SAME HIGH QUALITY I That has so long been used In heraldry and art by intaglio engraved plates. Elegance In commercial I 32 TYPE AND TYPE MEASUREMENTS 7 GOTHIC No. 1 48 Point SIX weeks 42 Point NINE hours 36 Point DOCKS afire! 30 Point HIGH winds blow 24 Point BONDS sold quickly 2 | 18 Point EXHIBITIONS GIVEN DAILY Tickets on sale at box office j TYPE AND TYPE MEASUREMENTS 33 GOTHIC No. 1 14 Point A FINE DISPLAY OF USEFUL | Household goods at low prices | 12 Point BARGAINS IN EVERY DEPARTMENT | A trial purchase will convince you $12 | 10 Point OUR DISPLAY OF EASTER BONNETS I Will be the most magnificent ever shown I I 9 Point WE ARE SHOWING THE MOST COMPLETE LINE | Of jewelry in the city and invite careful inspection 9 | 8 Point EXCLUSIVE DESIGNS IN PARISIAN GOWNS; EXPENSE | Has not been spared in making our showing the finest 123 | 6 Point SILKS, DRESS GOODS, LINEN AND WASH GOODS, LADIES' AND I Man's Furnishings, in fact everything to go regardless of cost 12345 I 34 TYPE AND TYPE MEASUREMENTS 7 CONDENSED GOTHIC No. 1 72 Point KIND words 5 60 Point HOMES secured 54 Point CONCERN creators 48 Point GENEROUS invitation 42 Point WE REDEEM pledges? 36 Point QUICK SALES indicated 3 7 TYPE AND TYPE MEASUREMENTS 35 CONDENSED GOTHIC No. 1 w 30 Point SUBURBAN CAB service extension | 24 Point SOUTHERN FARMS offer safe investments | 18 Point AMUSEMENT FOR CHILDREN and grown-up children | 14 Point WE MANUFACTURE AND INSTALL WIRELESS APPARATUS | Resolve yourself into a committee of one and investigate us | 12 Point HEADLINES SHOULD BE STRIKING, SENSIBLE, PITHY, AND STRONG | This style of type is effective when the demands of economy are insistent | 10 Point WE ARE INAUGURATING A HISTORY-MAKING SALE OF HOUSEHOLD FURNISHINGS | Extraordinary reduction in prices affecting an unlimited variety of staple wares $ | 8 Point QUALITY AND STYLE ARE A HAPPY COMBINATION, ESPECIALLY WHEN APPLIED TO CLOTHING | Quality that's mainly in the fabric; style that's in the making, and it's the proof of ability f 6 Point ONCE IN A GREAT WHILE WE TELL YOU THAT WE ARE GOING TO DO SOMETHING OUT OF THE ORDINARY | Past experience has demonstrated that when we make a special announcement "there s somethin' doin' " I TYPE AND TYPE MEASUREMENTS 7 GOTHIC No. 8 72 Point I N sets 60 Point BIG lot! 64 Point INK well 48 Point FIRE sale 42 Point MINE shaft 36 Point GRASS seed! TYPE AND TYPE MEASUREMENTS 37 GOTHIC No. 8 w 30 Point RUBBER collars) 24 Point FINE SHOES for men | 18 Point WAR NEWS from the East | U Point ENTERPRISING manufacturers $ | 12 Point UNLIMITED CAPITAL for investments 8 | 10 Point SERIES OF NOVEL ATHLETIC CONTESTS $ | Handsome prizes for successful competitors I 9 Point YOU NEED MORE LIFE IN YOUR BUSINESS $35 | Advertise and let people know you are in business | 8 Point THERE ARE UPS AND DOWNS IN MOST EVERY BUSINESS | Atlas Elevators reduce anxiety attendant upon ups and downs | 6 Point THERE ARE REPORTS OF ANXIETY AMONG OUR COMPETITORS $98.20 I Constant Imitation of our products is proof positive of their superiority $87 I 5 Point WE HAVE A PLAN THAT PLACES A COMFORTABLE HOME WITHIN EVERY ONE'S REACH I Sand lor our new Illustrated book describing our growing addition to Sycamore Borough I 204-21 38 TYPE AND TYPE MEASUREMENTS 7 LINING DE VINNE No. 2 ICAN TYPE FOUNDERS CO. 72 Point Box Lid 60 Point Red Hats 54 Point New Style 48 Point Onyx Table 42 Point Nice Bracelet) 36 Point Gorgeous Cloth 7 TYPE AND TYPE MEASUREMENTS 39 LINING DE VINNE No. 2 AMERICAN TYPE FOUNDERS CO. 30 Point FINE NECKWEAR In different designs 24 Point HANDSOME JACKETS] Made of mixed cheviots j 18 Point MEN'S FURNISHING STORE | Full line of neckties 1234567890 | 14 Point CLEARING SALE OF RED TURBANS | Many good designs among these hats | 12 Point GREAT COLLECTION OF SAMPLE SHOES | Tremendous reduction recently inaugurated | 10 Point MID=WINTER SALE OF FINE MUSICAL INSTRUMENTS | Endless variety of phonograph records and sheet music | 8 Point 7 Point DURABLE UNDERCLOTHING | CHOICE HEMSTITCHED SCARFS | Call and inspect our big stock | Many splendid patterns submitted | 6 Point 5i Point PROFESSOR DUMONT'S POWDERS I SPLENDID MAHOGANY ICEBOXES I Excellent for chapped hands and face I Lined throughout with white 40 TYPE AND TYPE MEASUREMENTS 7 LINING DE VINNE CONDENSED No. 2 AMERICAN TYPE FOUNDERS CO. 72 Point Hat Band 60 Point Corset Box 54 Point Metal Prices 48 Point Quick Service | 42 Point Realty Bargains 36 Point Machinery Builder | 7 TYPE AND TYPE MEASUREMENTS 41 LINING DE VINNE CONDENSED No. 2 30 Point THE GERMAN STORE Leaders in merchandise 24 Point PROPER SPRING CLOTHING | Extraordinary announcement | 18 Point DELIGHTFUL CREATIONS OFFERED | New goods at small prices 1234567890 | 14 Point FINE LINE OF LITHOGRAPHED STATIONERY | Splendid specimens showing commercial work j 12 Point PRINTING REPORTS FILED WITH SECRETARY CRAFT | Review of the statistics shows wonderful development | 10 Point COMPLETE ARCHITECTURAL DESIGNS COPIED AT MINIMUM PRICES | Competent draughtsmen combine to lessen cost of original drawings | 8 Point ' 6 Point READY-MADE CLOTHING EXHIBITS | PATENT EXTENSION DESKS AT HALF PRICE I New Styles create favorable opinions | Office furniture and supplies at a biz reduction I 42 TYPE AND TYPE MEASUREMENTS 7 UINHVQ DBVIIVNE EXTENDED No. 2 AMERICAN TYPE FOUNDERS CO. 72 Point Clock 60 Point Big Hit 48 Point Nice Pin 42 Point PIG IRON Best kind 36 Point FINE DISH China cups 7 TYPE AND TYPE MEASUREMENTS 43 LINING DBVIIVIVe EXTENDED No. 3 30 Point KID GLOVES Stylish colors 24 Point EASTER CARDS | Great conception) 18 Point HIGrI=GRADE CLOTH | Patterns 12345678QO | 14 Point SPRUNG DRESS GOODS | Fashionable Picture Hats | 12 Point GRBAT BICVCUB EXHIBITION | All the latest models displayed | 10 Point BARGAINS IIV AUTOMOBILrB ROBES | Liberal vtiri^ty of styles to choose from | 8 Point 6 Point IVOBBY CUOTHIIVQ | EUEOAIVT SIUK ROBES I real nice | IVeat effects from abiroad I 44 TYPE AND TYPE MEASUREMENTS Lining Quentell No. 2 72 Point Meat Suit 60 Point Gold Rings 54 Point Silver Knife 48 Point Rare Jewelry 42 Point Choicest Gems| 36 Point Bronze Ornament | 7 TYPE AND TYPE MEASUREMENTS 45 Lining Quentell No. 2 AMERICAN TYPE FOUNDERS CO, ^^^_^__ 30 Point HANDSOME FOULARDS Magnificent Creations 24 Point FASHIONABLE BROADCLOTH) European markets depleted j 18 Point EXTRAORDINARY CARPET BARGAINS | Tremendous sacrifice 1234567890 j 14 Point GRAND DISPLAY OF SIMMER DRESS GOODS | Now on exhibition in our sumptuous arcade j 12 Point EXCELLENT OPPORTUNITY FOR MUSICAL SCHOLARS | High-grade pianos at prices that defy competition | 10 Point SPLENDID ASSORTMENT OF CHARMINGLY COLORED HOUSE GOWNS | Soft and clinging garments made in all the fashionable shapes | 8 Point 6 Point WORSTEDS AND NOVELTY FABRICS | CHOICE PANAMA CLOTHS IN PLAIN COLORS I Myriads pf strong and neat Styles | Attractiveness and durability combined I 46 TYPE AND TYPE MEASUREMENTS 7 "Post" Oldstyle Roman No. 1 72 Point Job Lot 60 Point Gold Pin 54 Point Pearl Box 48 Point New Stock | 42 Point Lower Price 36 Point Grand Barg'ain 7 TYPE AND TYPE MEASUREMENTS 47 "Post" Oldstyle Roman No. 1 30 Point SUPERB LAMPS The durable Kind 24 Point EASTER APPAREL | FasHionable overcoat | 18 Point SILVER SALT-CELLARS | Neat Designs 123456789O | 14 Point GOLD TOOTHPICK HOLDERS | Ornamental and \isef\il souvenirs | 12 Point LARGE COLLECTION OF ANTIQUES | Handsome olive dishes and celery trays | 10 Point DRESSY GARMENTS FOR THE SPRING | Made in all tKe different styles and lengtHs | 8 Point 6 Point KITCHEN FURNITURE: | HANDSOME SIDEBOARD i Now selling at half price | Lined with galvanized metal I 48 TYPE AND TYPE MEASUREMENTS 7 "Post** Old style Roman No. 2 AMERICAN TYPE FOUNDERS CO. 72 Point Cloak 60 Point Red Tie 54 Point Nut Coal 48 Point DisK Pans 42 Point Hair Comb 36 Point Enamel Shoe TYPE AND TYPE MEASUREMENTS 49 "Post** Oldstyle Roman No. 2 30 Point JEWEL BOXES 24 Point DURABLE SOCKS | CHoice Underwear) 18 Point SPLENDID NOVELTIES | Candy Toys 123456789O | 14 Point ENORMOUS ASSORTMENT | Women's four -butt on gloves | 12 Point USEFUL PRESERVING KETTLES | Convenient article for tKe kitchen j 10 Point FINE LEATHER DRESS-SUIT CASE I TKe real thing for summer vacations | 8 Point 6 Point FOREIGN PICTURES | SERVICEABLE FRAMES I Great COlor blending | Very artistic conceptions I 50 TYPE AND TYPE MEASUREMENTS 7 "POST "CONDENSED 72 Point Red Sleds 60 Point Quaint Silk 54 Point Kimo Corsetj 48 Point Elegant Clock | 42 Point Pure Irish Linen) 36 Point Nice Color Designs 7 TYPE AND TYPE MEASUREMENTS 51 "POST" CONDENSED AMERICAN TYPE FOUNDERS CO. 30 Point SPLENDID RAIMENT Made from lisle thread 24 Point OUR NEW DEPARTMENT | Store will open next week j 18 Point TEN TAPESTRY COUCH-COVERS | Only one to a patron 1234567890 j 14 Point REDINGTOM PHONOGRAPH MACHINES | Sixteen different records given away free j 12 Point CHOICE BARGAINS IN HIGH-GRADE BICYCLES | Motor attachments will be furnished if desired j 10 Poiqt RELIABLE HOUSE FURNISHINGS FOR SALE HERE | Our best and only guarantee is our Known reputation | 8 Point 6 Point EXCELLENT SUMMER GOWNS | MAGNIFICENT SPRING OVERCOATS I Just the thing for warm days | Finest material used in these good* I 52 TYPE AND TYPE MEASUREMENTS 7 "Post" Old style Italic AMERICAN TYPE FOUNDERS CO. 60 Point UNIQUE Hair Pins 48 Point NICE ROBE Curious Style 36 Point WHITE SrfTIN Neatly fashioned 30 Point MODEL BICYCLE Delightful machine 7 TYPE AND TYPE MEASUREMENTS 53 "Post" Oldstyle Italic AMERICAN T 24 Point TOILET NOVELTIES} Quaint celluloid articles \ 18 Point DELICIOUS FRUIT CANDY \ Choice ingredients 1234567890 \ 14 Point SPLENDID FRENCH LINGERIE \ Large collection of stunning waists \ 12 Point MODERATE PRICED UNDERGARMENT \ Bright and stylish effects in ladies' hosiery \ 10 Point WONDERFUL VARIETY OF TAFFETA SUITS | Numerous designs taken from our foreign models \ 8 Point THE LATEST FASHIONS IN EASTER HABERDASHERY A bewildering assortment of charmingly colored neckties 6 Point OUR MEDIUM LENGTH OVERCOATS IN CONSERVATIVE SHADES Made in a manner that compels the admiration of the most exacting 20422 54 TYPE AND TYPE MEASUREMENTS 7 ROYCROFT AMERICAN TYPE FOUNDERS CO. 72 Point Rare Silk 60 Point Neat China 48 Point GRAND BED White design 42 Point BEST MUSLIN Quaint material 7 TYPE AND TYPE MEASUREMENTS* 55 ROYCROFT AMERICAN TYPE FOUNDERS CO. 36 Point PARLOR CHAIR Oriental furniture 30 Point EASTER FLOWERS A beautiful exhibition 24 Point PLEASING MILLINERY | Gorgeous spring bonnets j 18 Point DAINTY SUMMER RAIMENT | European creation 1234567890 j 12 Point BIG REDUCTIONS IN TAILOR-MADE SUITS | Excellent opportunity to secure stylish clothing j 10 Point SOME SERVICEABLE TRAVELING REQUISITES I Combination wardrobe trunks and leather suit cases I 8 Point MAGNIFICENT ASSORTMENT OF EMBROIDERED KERCHIEFS | Their marvelous charm and spring-like beauty are simply bewitching | 56 TYPE AND TYPE MEASUREMENTS 7 HEARST 72 Point NO tin 60 Point HIS fad 48 Point RED men 36 Point CORN breads 30 Point BRAND sixteen | 24 Point BUSINESS increased | 7 TYPE AND TYPE MEASUREMENTS 57 HEARST w 18 Point SURGICAL APPLIANCES | At greatly reduced prices j U Point DRUGS AND TOILET ARTICLES | Sold at lower than first cost 10 | 12 Point PHOTOGRAPHERS' SUPPLY, BUREAU | Cameras, flash-light powder, tripods, etc. | 10 Point LATEST STYLES IN MILLINERY ART 18 | Sure to meet the taste of the most fastidious | 8 Point PLUMBING AND GAS-FITTING PROMPTLY EXECUTED | A perfect sanitary system completes the modern home | 6 Point SUCCESS IS NOT INHERITED; RATHER THE REWARD OF EFFORT I Ceaseless effort alone has been the proud factor in our business success | 58 TYPE AND TYPE MEASUREMENTS 7 LINING SCHCEFFER OLDSTYLE No 2 AMERICAN TYPE FOUNDERS CO. 72 Point Plush Coat 60 Point BLUE SKIRT Choice make 48 Point ETON JACKET Handsome style 36 Point NICE SUSPENDERS Pleasing and durable 7 TYPE AND TYPE MEASUREMENTS 59 LINING SCHCEFFER OLDSTYLE No. 2 30 Point NUMEROUS BARGAINS Everything for the home 24 Point MAGNIFICENT LONG COAT | Latest and most artistic pattern j 18 Point OUR PARISIAN GOWNS ARE SUPERB | Graceful draperies imported 1234567890 j 14 Point SPLENDID FOREIGN MUSLINS AND LINENS | Exquisite laces which show the touch of genius j 12 Point UNRIVALED ASSORTMENT OF SPLENDID LINOLEUMS | Most beautiful and bewitching effects in durable oilcloths | 10 Point DREAMY COLLECTION OF HANDSOMELY DESIGNED MANTLES I Phenomenal display of beautiful garments which are simply indescribable | 8 Point HUGE STOCK OF DELIGHTFUL HOLLAND ROSE BUSHES IS NOW OFFERED | Each bush is grafted on a strong, healthy manetti root, and is guaranteed to thrive | 60 TYPE AND TYPE MEASUREMENTS 7 ADVER CONDENSED AMERICAN TYPE FOUNDERS CO. 72 Point Easter Goods 60 Point WINTER ROBES Delightful color 48 Point CURIOUS BRONZES Pleasing ornaments 36 Point BEAUTIFUL SIDEBOARDS At greatly reduced prices 7 TYPE AND TYPE MEASUREMENTS 61 ADVER CONDENSED 30 Point CHEAP AXMINSTER CARPETS Splendid array of neat designs 24 Point SOME NEW CONCEITS IN BUCKLES | Latest and most stunning novelties j 18 Point A NICE LOT OF CHOICE SATIN FOULARDS | Printed on ground of navy blue 1234567890 j 14 Point AN ASSEMBLAGE OF WOMEN'S SUITS AND COATS | Charming and interesting display of fine raiments j 12 Point MISCELLANEOUS COLLECTION OF GLASSWARE AND CUTLERY | Large line of dining-room requisites to be disposed of cheap j 10 Point MEN'S SAMPLE SHOES AT PRICES THAT ARE TRULY REMARKABLE | Fastidious young men will find many exclusive patterns to select from j 8 Point THE SWEET-TONED MARKSON PIANOS WILL ADVANCE IN PRICE EARLY NEXT WEEK | These fine instruments have always been noted for their wonderful artistic qualities | 62 TYPE AND TYPE MEASUREMENTS 7 ADTYPE AMERICAN TYPE FOUNDERS CO. 72 Point Silk Ties 60 Point Fine Color | 48 Point Quaint Mode 42 Point RARE GOODS Highest values 36 Point MODERN STYLE Choicest patterns 7 TYPE AND TYPE MEASUREMENTS 63 ADTYPE AMERICAN TYPE FOUNDERS CO 30 Point BATHING POWDER Soothing preparation 24 Point DELIGHTFUL PERFUME | Refreshing toilet articles j 18 Point PUREST INGREDIENTS USED | Antiseptic soaps 1234567890 1 14 Point MARSDEN'S PARISIAN. TOOTHWASH | Whitens the enamel and prevents decay | 12 Point SPLENDIDLY ORNAMENTED HAIRBRUSHES | Neat and convenient souvenirs for the boudoir | 10 Point HEALTHFUL AND SPARKLING SUMMER DRINKS | Made in tablet form for the convenience of tourists | 8 Point 6 Point NEATLY CARVED STATUARY | DELICIOUS BONBONS AND CANDIES I Beautiful images now exhibited | Exquisite confections on second floor I 64 TYPE AND TYPE MEASUREMENTS 7 LINING ARLINGTON OLDSTYLE No. 2 > ^^____^_ AMERICAN TYPE FOUNDERS CO. 72 Point GRADES Nice size 60 Point SPECIALS BlacK tape 48 Point LIGHT COLOR Fine materials 7 TYPE AND TYPE MEASUREMENTS 65 LINING ARLINGTON OLDSTYLE No. 2 AMERICAN TYPE FOUNDERS CO. BRIGHT CARPETS Fashionable design 30 Point MODERN FURNITURE Neat lounging couches 24 Point WHOLESALE REDUCTIONS | Elegant chance for bargains | 18 Point FINE SILVERWARE ASSORTMENT | Sideboards and tables fully supplied | 12 Point EXCELLENT DRESS ROBES AND MILLINERY GOODS | Remarkable in design and very best of workmanship | TYPE AND TYPE MEASUREMENTS 7 LINING JENSON OLDSTYLE No. 2 AMERICAN TYPE FOUNDERS CO. 72 Point Polka Dots 60 Point Sugar Bowl 54 Point Outing Goods | 4S Point Reclining Chair | 42 Point Agate Hardware) 7 TYPE AND TYPE MEASUREMENTS 67 LINING JENSON OLDSTYLE No. 2 AMERICAN TYPE FOUNDERS i 36 Point RUBBER SHOES We have every size 30 Point BEDROOM SHADES Also for the dining room 24 Point OTTOMAN TAPESTRY | From the home of the Turks | 18 Point SILVER-PLATED FRUIT TRAY | Fruit and berry dishes in blue and pink | 14 Point HOOKS AND EYES FOR TRADERS | Spring catalogue mailed free to dealers only | 12 Point GUTERPUPS LATEST DRESS PATTERNS | No money required to earn a twentieth century dress | 68 TYPE AND TYPE MEASUREMENTS 7 LINING JENSON ITALIC No. 2 AMERICAN TYPE FOUNDERS CO. 36 Point CUTLERYSTORE Superior steel goods 30 Point NEW SONG FOLIOS In our music department 24 Point SPRING VRESS GOODS} From leading foreign makers \ 18 Point PILLOW-CASES AND BEDDING \ The best that a medium price will buy \ 12. Point READY TO WEAR CUSTOM-MADE SHIRTS \ Latest fashion cut; truly and systematically finished | 7 TYPE AND TYPE MEASUREMENTS 09 CASLON OLD STYLE ITALIC 42 Point THOSE writing 36 Point SHORT & stubby\ 30 Point PRESENT document \ 24 Point T>USTLESS method used\ 20 Point CONTINUED his long march \ 18 Point FORTUNES ARE NOW LEFT \ To many unlawful heirs $1234567890 \ 14 Point The PRESENT-DAY two-revolution press \ 12 Point RIGID BASES TO GET full value of impression \ 10 Point THE MECHANISMS of ALL new rifles are simple and strong \ 8 Point OUR PRICES ARE THE LOWEST, and goods are strictly in compliance \ 6 Point THE MAN WHO NEVER SEES YOU MUST judge you by your ttationerj, jour catalog and tht | 204-23 70 TYPE AND TYPE MEASUREMENTS 7 CASLON OLD STYLE 72 Point IN tune! 54 Point ICE cold? 42 Point RUSH orders 36 Point GRAND events 30 Point MEDIUM exposed | 24 Point EXCLUSIVE wearables! | TYPE AND TYPE MEASUREMENTS 71 CASLON OLD STYLE 20 Point TEMPTING DELICACIES | Bakers to the fastidious $872 | 18 Point SEASONABLE OPERETTAS! | Midsummer musical refreshment | 16 Point CLEVER IDEAS EVOLVED 3 | Wonder workers for advertisers 6 | U Point COTTAGES FOR THE MULTITUDE | Liberal inducements to real-estate investors | 12 Point "DOWN AT PRICES THAT ARE DOWN" | Is oddly applicable to our swan's down pillow sale | 10 Point FASHIONABLE OUTFITS FOR SMART DRESSERS | There is a touch of perfection in our tailoring that foils criticism | 8 Point UP-HILL WORK MAY BE DELIGHTFULLY ACCOMPLISHED | With our improved model Twentieth Century Hill-Climbing Automobiles | 6 Point 'TIS A FEAT TO FIT FEET AND, DONE SUCCESSFULLY, 'TIS A FETE TO TENDER FEET I Our enviable reputation as successful shoe makers is due to our ability to fit all kinds of feet I 72 TYPE AND TYPE MEASUREMENTS 7 CASLON BOLD SERIES J2 Point Dismal 60 Point Send ME 54 Point ON Trial| 48 Point Foire SILK 42 Point RAIN Proof | 36 Point Freakish IDEA | go Point SPRING Revision | TYPE AND TYPE MEASUREMENTS 73 CASLON BOLD SERIES F-^y w 24 Point CORRESPONDENCE | Course in Advertising) 18 Point TALENT IN THE ROUGH | Salary $1234567890 Weekly | 14 Point MAGAZINES AND NEWSPAPERS | Demand strong, clear cut display type | 12 Point PORTRAIT PAINTERS GO ON A PICNIC | A mixture of long hair, sienna and sandwiches | 10 Point INCREASING DEMAND FOR SHORT STORIES Lengthy, voluminous novels are becoming obsolete 9 Point THE PACIFICATION OF THE PHILIPPINE ISLANDS Our method of injecting civilization with a Mauser rifle 8 Point THIS LAND OF EQUALITY WHERE WE PAY $10,000 FOR Pet dogs and 20 cents to a poor woman for making a dozen shirts 6 Point THE DISTINCTIVE CHARACTERISTICS OF OUR PRESIDENTS ARE I A reflex of the trend of public thought existing during their respective terms I 5 Point WAR PRODUCES GREAT GENERALS; COMMERCIAL ERAS MAKE FINANCIAL GIANTS | Certain conditions produce men capable of handling any crisis occasioned by those conditions I 74 TYPE AND TYPE MEASUREMENTS 7 CASLON BOLD ITALIC 60 Point Montael 54 Point IN Berlin 48 Point Sends AID\ 42 Point FOR Russia] 36 Point Cruisers SAIL\ 30 Point FROM Cronstadt\ 24 Point Destination SECRET\ 7 TYPE AND TYPE MEASUREMENTS 75 CASLON BOLD ITALIC 1 8 Point INVASION OF THIBET \ With 1234567890 Soldiers \ .14 Point FAMOUS LONLAI TAPESTRIES \ From the land of the Grand Llama \ 12 Point EACH REPRESENTS THE LIFE WORK | Of several patient, skillful Oriental weavers \ 10 Point WE SHOW OTHER THIBETAN NOVELTIES \ And souvenirs, all with quaint native decorations \ 9 Point ST. GALL EMBROIDERIES AT A THIRD BELOW | Regular prices. Sample strips of edging and insertions | 8 Point ANOTHER NEW EFFECT IS DOUBLE WIDTH BATISTE | With embroidery in centre, intended for fancy white waists \ 6 Point OUR PIANO DISPLAY IS THE FINEST WE HAVE EVER SHOWN I You are invited to Inspect these magnificent instruments. Daily concerts I 5 Point STEEL STUDDED BELTS AND GIRDLES FROM PARIS ARRIVED YESTERDAY | They are beyond a doubt the most novel and exclusive belts of the season. Second floor, west | 76 TYPE AND TYPE MEASUREMENTS 7 CASLON BOLD CONDENSED SERIES 96 Point Studies 84 Point Clothier 72 Point Holds ON 60 Point FINE China 54 Point Export SILKI 7 TYPE AND TYPE MEASUREMENTS 77 CASLON BOLD CONDENSED SERIES 48 Point Winter SUITS 42 Point SALE of Clothes | 36 Point Fashionable SHOES | 30 Point SPRING Hat Reduction | 24 Point A Great Sale of FURNITURE | 18 Point 14 TURKISH RUGS | SUMMER DRESSES | Reduced in Price | White **** Waists I 12 Point 10 Point PIANOS AND ORGANS | FANCY LEATHER GOODS | The finest tone and finish | Pocketbooks and Card Cases | 8 Point 6 p i n t CfflNAWARE AND GLASSWARE | STYLISH PETTICOATS MADE OF SILK I Both imported and domestic goods | Simply meeting the demand for underskirts I .78 TYPE AND TYPE MEASUREMENTS 7 Cloister Pack AMERICAN TYPE FOUNDERS CO. 72 Point es*t Calf 60 Point 42 Point ^otmbjfbottoear Cfjotcost material 36 Point Heatfjer ^ocfeetftoofe Eemarfeable nobeltp 7 TYPE AND TYPE MEASUREMENTS 79 Cloister JBlacfe 18 CO 30 Point PeauttM Cotlet Article* Jleatlp ornamenteb clock* ?Hnexcelle& Patfjing ^ototrers; | Beligljtfullp refreshing lotion | 18 Point Artistic -picture |onnet for Cljtlbrcn | Collection of fancp ijatsi 1234567890 1 14 Point JWarbelous( ^oubtnto Jitrect Jfrom tfje rtent | Cfmrmeb amuietss anb manp otfjer trmfcete tree | 12 Point 8 ^fjenomenal drrmmpfi m JWotiern Cigarette jUafeing | ZDtscrtmiuatins crtttcs appreciate tijctr bcligijtful (labor j 10 Point Annual xf)tl>ition of {Tropical jflotoers; nnb plants; | experts a tfje reason's greatest client j 8 Point 6 Point m 3Tapanrfie Vasc^ | man? ilttu ZJesigns in axminstcr Carptts I an enbU assortment of fancp tfjina | te*e pattern* are ton8rt>ereH ber? HeafcaWe I 80 TYPE AND TYPE MEASUREMENTS 7 POWELL SERIES 72 Point Decided 60 Point IN Mirth 48 Point Sable FURS 36 Point DINNER SETS Haviland China 30 Point GUENDJI RUGS Exquisite Colorings 7 TYPE AND TYPE MEASUREMENTS 81 POWELL SERIES 24 Point ACETYLENE LAMP | The purest, whitest light | iS Point NEW AUTUMN FABRICS | We show 1234567890 patterns | ARTISTIC IDEAS IN CERAMICS | The latest output of the Volknar kilns | 12 Point EXHIBITION OF ANCIENT POTTERY | Wine jars excavated from the site of Babylon | 10 Point SOME STAMPED WITH ROYAL INSIGNIA | Progressive examples from ancients to modern times | 8 Point AN IMITATION OF PETRONIOUS' PHYRREAN VASE | The classic style and beauty of -which has never since been equalled | 6 Point THE FORMULA FOR FLEXIBLE GLASS WAS LOST CENTURIES AGO I The formula for living 6OO or 8OO years, like Methusela, seems also to have been lost I 82 TYPE AND TYPE MEASUREMENTS 7 LAUREATE SERIES 72 Point IN Style 60 Point Hair PIN 48 Point FUR Cloaks 36 Point UNION MADE Sewed with silk 30 Point LAUREATE % FACE Universal line system 7 TYPE AND TYPE MEASUREMENTS 83 LAUREATE SERIES 24. Point MEDIUM AD. TYPES | Department store news | 18 Point UTILIZE SPARE MOMENTS | Time for play and time for work | 14 Point NEW DRESS AND WALKING SUITS | Collarless, with military shoulder capes | 12 Point PURE IRISH LINEN, EXCELLENT QUALITY | Finely finished, for shirtwaist suits; extra values | jo Point SPECIAL BARGAINS IN WOMEN'S PETTICOATS | New washable petticoats, full flare, with ruffles, tucked | 8 Point "CLOTHING TO BE SMART MUST BE MADE TO ORDER" | Needless to say the tailoring is good ; clothing sets well ; retains its shape | 6 Point YOUR CHOICE OF A VARIETY OF COLORINGS AND WEAVES AND I All the newest patterns just from the mills. We direct special attention to our fabrics I 84 TYPE AND TYPE MEASUREMENTS 7 JOHN HANCOCK 72 Point TO-Day 60 Point New FIT 48 Point RUG Sales 42 Point Prices LOW | j<5 Point REAR Admiral) jo Point Point Set LETTER | 7 TYPE AND TYPE MEASUREMENTS 85 JOHN HANCOCK 24 Point NEW SPRING GOWNS | Matchless as to style) 18 Point IMPORTED DRESS LININGS | Our prices are your saving | 14 Point JOHN HANCOCK A STRIKING TYPE | Universal line made of nickel-alloy | 12 Point IT IS NOT THE WRITING THAT COUNTS | So much as that which is written about | 10 Point IF AN ADVERTISER HAS A MESSAGE TO BE | Delivered he uses cold type to do the work | 8 Point ADVERTISING WILL SELL ANYTHING THAT OUGHT TO | Be sold; that Is a broad statement, nevertheless true | 6 Point THE AMOUNT OF MONEY A MAN SHOULD SPEND IN ADVERTISING I Depends very largely upon how much business he is prepared to do I 20424 86 TYPE AND TYPE MEASUREMENTS 7 JOHN HANCOCK CONDENSED 72 Point SHOE Sale 60 Point Oxford TIES 48 Point HEEL Cushions | 42 Point Summer SPORTS 36 Point REGATTA at Chester jo Point Cambridge is VICTORIOUS | TYPE AND TYPE MEASUREMENTS JOHN HANCOCK CONDENSED 24 Point ELECTRICAL TRANSPORTATION | Is still an undeveloped service | 18 Point WONDERFUL ADVANCES BEING MADE | From New York 1234567890 leagues to j 14 Point THE RELATIONSHIP OF ELECTRICITY AND LIFE | A mysterious connection that remains unsolved | 12 Point THE HELD FOR ADVERTISEMENT WRITERS UNLIMITED | A profession that has attained considerable importance | 10 Point THE PRESENT AGE IS AN ERA OF PICTURES AND ILLUSTRATIONS | From daily papers to editions de luxe, everything is pictured | 8 Point PICTURES OF BULLS, BALLET GIRLS AND WHISKEY BOTTLES EMBELLISH OUR | Landscapes; even the food you eat is illustrated in colors on the trolley car walls | 6 Point A RECENTLY DISCOVERED METHOD OF PHOTOGRAPHY, WHICH PRODUCES PRINTS IN | The natural colors, opens up possibilities of stlU further achievement in the illustrative line | 88 TYPE AND TYPE MEASUREMENTS 7 JOHN HANCOCK EXTENDED 60 Point 48 Point Blown 42 Point 36 Point 30 Point TYPE AND TYPE MEASUREMENTS 89 JOHN HANCOCK EXTENDED 24 Point CONDITIONS! Still the same I MONEY SCARCE | Sale $1234367890 14 Point SHIF*]Vf EIXJXS OK GOLD | Helps financial tension | 12 Point OUR MERCHANT MARINE | Rapidly increasing its size | 10 Point INSURANCE OIM SOUND BASIS | IVIucli needed reforms instituted I 8 Feint FOLICY HOLDERS A.FFOINT COMMITTEE | To secure permanent restrictive legislation | 6 Point FINANCIAL CORRUPTION ATTRACTS ATTENTION I In England, France and other continental countries I 90 TYPE AND TYPE MEASUREMENTS 7 PABST OLDSTYLE AMERICAN TYPE FOUNDERS CO. 72 Point Fine Silk 60 Point Straw Hat 48 Point Nice Muslins 42 Point HAND BAG Rare Souvenirs 36 Point GOLD CLOCK Original in Design 7 TYPE AND TYPE MEASUREMENTS 91 PABST OLDSTYLE CHOICE CIGARS High- Grade Material MAHOGANY TABLE | M.agnmcent parlor furniture | FANCY REFRIGERATORS | Lined witk tlue enamel 1234567890 | 14 Point DELICIOUS SUMMER BEVERAGES | Quickly concocted with our delightful flavors | 12 Point REDUCTION IN MUSICAL INSTRUMENTS | Splendid opportunity to secure phonographs at small cost | 10 Point SACRIFICE SALE OF GORGEOUS SPRING HATS | Great lines of imported and domestic millinery at bargain prices | 8 Point 6 Point GIRLS' WINTER GARMENTS | HANDSOME CHEVIOT OVERCOAT | Heavy clotting for the cold weather | Made of the bet material with velvet collar I 92 TYPE AND TYPE MEASUREMENTS 7 CHELTENHAM OLDSTYLE ICAN TYPE FOUNDERS CO 72 Point Black Suits 60 Point Rare Bargain 48 Point Spring Overcoat 42 Point SHEET MUSIC Duets for mandolin 36 Point RED KERCHIEFS Extraordinary material 7 TYPE AND TYPE MEASUREMENTS 93 CHELTENHAM OLDSTYLE AMERICAN TYPE FOUNDERS CO. 30 Point PARLOR CARPETS Neat and attractive designs 24 Point FASHIONABLE CORSET | Made from high-grade material | 18 Point REMNANT SALES OF LINEN | Handsome color designs 1 234567890 j 14 Point MEAD'S SHOES FOR BOYS AND MEN | Upheld by all leading shoe and department Stores | 12 Point BEAUTIFUL SILK ROBES AND EASTER HATS | Remarkably good designs and the very best of workmanship | 11 Point SEVEN-PIECE MAHOGANY DINING ROOM SET | Our motto: the well pleased customer is the best advertisement | 10 Point EXCELLENT OPPORTUNITY OFFERED THURSDAY | One hundred years of general merchandising experience is given you | 8 Point 6 Point EMBROIDERED UNDERWEAR | PHENOMENAL FURNITURE SALES I Wonderful creations direct from abroad | Choice bargains for the economical housewives I 94 TYPE AND TYPE MEASUREMENTS 7 CHELTENHAM WIDE 72 Point Diamond 60 Point Boys Shoes 48 Point Punching Bag 42 Point GAS RANGES High-class finish 36 Point BLUE TURBANS Sale begins at noon 7 TYPE AND TYPE MEASUREMENTS 95 CHELTENHAM WIDE AMERICAN TYPE POUNDERS CO. 30 Point SILVER BRACELET Guaranteed nine years 24 Point CHRISTMAS OFFERING | Smyrna rugs sell under price | 18 Point GOODS REDUCED ONE HALF | Hamilton's underwear 1 234567890 | 14 Point RANGE DOUBLE-BARREL SHOTGUNS | Considered by all the leading stores the best | 12 Point MAGIC LANTERNS WITH EIGHTEEN SLIDES | Sixty different views taken from all over the country | 11 Point ONE DOZEN KNIVES AND FORKS GIVEN FREE | We would like to have you call and examine our jewelry | 10 Point MANING SAFETY RAZORS AT REASONABLE COST | Known throughout the entire country as the prize winners | 8 Point 6 Point BIG INDUCEMENTS OFFERED | JANUARY WHITE SALE NOW ON | In furniture and cooking Utensils | Remarkable values offered all this month I 96 TYPE AND TYPE MEASUREMENTS 7 CHELTENHAM BOLD 72 Point Red Seal 60 Point China Dish 48 Point Bright Modes 42 Point FINE CARPET Excellent make 36 Point RICH PERFUME Delightful aromas 7 TYPE AND TYPE MEASUREMENTS 97 CHELTENHAM BOLD ICAN TYPE FOUNDERS CO 30 Point SPRING CLOTHING Unexcelled reductions 24 Point HANDSOME LINOLEUM | Real Mid-summer bargain | 18 Point SPLENDID CHRISTMAS GIFTS | Neat Handkerchiefs 1234567890 | 14 Point MAHOGANY DINING ROOM CHAIRS | Extraordinary values lately inaugurated | 12 Point KITCHEN FURNITURE BELOW COST PRICE | Great opportunity for the economical housekeeper | 10 Point ANNUAL CLEARANCE SALE OF FINE MILLINERY | London creations offered at prices that defy competition | 8 Point 6 Point BEAUTIFUL RIDING HABITS | SILK UNDERWEAR AND HOSIERY I Strong material used throughout | Quaintly designed pattern now offered I 98 TYPE AND TYPE MEASUREMENTS 7 CHELTENHAM BOLD CONDENSED AN TYPE FOUNDERS CO. 72 Point Oak Brand 60 Point Kislen Pianos 48 Point Glenmore House 42 Point SPECIAL FRIDAY Norfolk jacket suits 36 Point PLAIN BLACK CAPS Only two hundred left 7 TYPE AND TYPE MEASUREMENTS 99 CHELTENHAM BOLD CONDENSED 30 Point NICE HOLIDAY PRESENT Splendid opportunity to buy 24 Point OUR NEW STORE IS OPENED | Full line of up-to-date novelties | 18 Point BIG STOCK OF LADIES' UNDERWEAR | Slightly damaged by water 1234567890 j 14 Point JAPANESE SILK EMBROIDERED BED COVERS | Heavy fringe corners trimmed with beautiful lace | 12 Point MEN'S HIGH-GRADE OVERCOATS IN EVERY VARIETY | Made in various lengths and with the latest form-fitting backs | 10 Point NINE-INCH WHITE OSTRICH PLUMES ON SALE TO-MORROW | They are taken directly from our own stock and are offered special | 8 Point 6 Point FINE PARLOR RUGS AND CARPETS | BIG VARIETY OF FANCY NEGLIGEE SHIRTS I Consignment just received from abroad | Come early and avoid the regular afternoon ruh 9. 100 TYPE AND TYPE MEASUREMENTS 7 BOOKMAN OLDSTYLE AMERICAN TYPE FOUNDERS CO. 72 Point New Art 60 Point Best Flour 48 Point Fine Designs 36 Point PURE FOODS Durlame sauces 30 Point COLLEGE POINT Studies in languages 7 TYPE AND TYPE MEASUREMENTS 101 BOOKMAN OLDSTYLE 24 Point SCHOOL EDITION | New stories published j 20 Point DIAMOND NECKLACE | Novelties in silver and gold j 18 Point EASY LESSONS IN SPANISH | Students take notice 1234567890 j 14 Point CORRESPONDENCE SCHOLARSHIP | Tuition free seven years to ambitious people j 12 Point PRIZE GIVEN FOR THE NEAREST GUESS | Closing of contest creates considerable excitement j 10 Point LATEST SYSTEM IN CUTTING AND DESIGNING | Methods approved and adopted by majority of dressmakers | 9 Point FORCED AUCTION SALE OF ANTIQUES AND BRONZES | Bargains galore for art connoisseurs and collectors at half price | 8 Point 6 Point ENGRAVED HOME PLATES | PAY NEWSPAPER ADVERTISERS I Your address on receipt of price | Seven columns of space freely given I 102 TYPE AND TYPE MEASUREMENTS 7 BULFINCH OLDSTYLE AMERICAN TYPE FOUNDERS CO, 72 Point 5oft Hats 60 Point Car Jacket 48 Point Kitchen Table | 42 Point HOML DL5K5 Designs Unique 36 Point PARLOR CHAIR Only a couple sold 7 TYPE AND TYPE MEASUREMENTS 103 BULFINCH OLDSTYLE 30 Point SUMMER COR5LTS Special bargain prices 24 Point CRUSHED VELVET SUIT | Styles copied from abroad j 18 Point SOML VERY FINL KID GLOVL5 | Remarkable bargain 1234567890 | 14 Point BEAUTIFUL HAND-PAINTED PICTURES | Choice collection now offered at little cost | 12 Point ENORMOUS LOT OF ENGLISH BROADCLOTH | Secure one of the finest appearing suits ever made | 10 Point HIGH-GRADE AUTOMATIC WASHING MACHINES | Most complete article of its kind ever put on the market | 8 Point 6 Point FANCY GLASS LAMP SHADES | NEATLY JAPANNED BREAD BOXES I Large stock to be sold very cheap | Galvanized water pails with hinged lids I 104 TYPE AND TYPE MEASUREMENTS 7 LINING GUSHING No. 2 AMERICAN TYPE FOUNDERS CO. .^^_^^__ 24 Point CHARMING PRESENT Most splendid fur carnival that ever stirred this town is now taking place at our newly enlarged emporium 18 Point RECORD BREAKING SALE Finest quartered oak easy chairs with a ton of comfort in every inch are now displayed for the approval of our customers. Come and look them over some day 1 234567890 15 Point SELECT CANDIES AND BONBONS | Having just secured an extensive line of | exquisite confections for the holidays we | most earnestly extend you an invitation j to visit our store and convince yourself | that we lead in this particular business j 7 TYPE AND TYPE MEASUREMENTS 105 LINING GUSHING No. 2 12 Point MAHOGANY BOOKCASES FOR THE LIBRARY | Our illustrated catalogue will show you exactly how to j plan a library, so that from its very foundation until its j completion it will possess the beauty of symmetrical | proportions and always reflect good taste and excellent j judgment. It also explains certain technical points of | construction which show the superiority of our bookcase | 10 Point DELIGHTFUL AND REFRESHING TOOTH PRESERVER To the maiden who values the charms of a clean, rosy mouth, sound teeth and flower scented breath, this preparation is priceless. The dainty, sparkling dentifrice is just what it looks like, pure, cleansing and refreshing; a veritable pearl producer. Put up in neatly fashioned bottles which make charming ornaments for the boudoir. For sale at all leading drug and department stores. Sample bottle sent free 8 Point AN EXCELLENT BEVERAGE FOR THE SPORTSMAN OR ATHLETE It is a sustaining nutriment that is extremely digestible and always ready in the hour of need. A very healthful and invigorating food drink, invaluable in train and sea-sickness, and more nutritious than tea or coffee, whether traveling or at home. By simply stirring the powder in hot water a delicious food beverage is made which agrees with the weakest stomach. Its basis is pure, rich milk from our sanitary dairies, concentrated with the extract of malted grains into a powder. Very beneficial for invalids and convalescents 6 Point TREMENDOUS REDUCTIONS IN FINE CUT GLASS AND CHINA DINNER SETS We propose that this last week of the china and cut glass sale shall be the liveliest and most important of the month. New lines have been brought forward of many of the best offerings which the sale has presented. In dinner sets we make new prices today on a large number of splendid varieties not previously reduced. In cut glass we take a magnificent collection that comes from one of the factories whose output we control and cut the price one full third from the figures they formerly bore, when they were already a quarter under price. This means that this superb collection is offered today at just half the real value. A remarkably good chance to secure acceptable gifts at a third to a half below what they will cost you later 106 TYPE AND TYPE MEASUREMENTS 7 DICKENS SERIES 12 Point WALKING SKIRTS PREVENT WET ANKLES | The woman who drags through the snow with a long | skirt ineffectually held up, and its wet points clapping against her feet, is as far behind the times as her hus- band would be if he had no typewriting machine in his office. For such weather as this we have brought 10 Point MEN'S OVERCOATS GO AT REASONABLE PRICES | This remarkable opportunity is the result of a great pur- \ chase of heavy overcoats which we recently consummated. Owing to an unusually mild winter we were able to get these coats the finest and most desirable qualities at way under the usual cost. The saving resulting from this immense purchase can now be taken advantage of by the public who 8 Point WOMEN'S TAILORED SUITS OF GREAT VALUE SACRIFICED | The makers have felt the competition of many in the field, and have out- | done themselves in the values and beauty of these first arrivals. You will easily understand why we chose these out of hundreds when you have seen the suits. They are of broadcloth ; the coat, which is semi-fitting, reaches just a few inches below the waist-line ; velvet collar and cuffs, with buttons to match ; deep patch pockets ; skirt extremely full in kilt effects. They are strictly tailored coat suits and look exceedingly stylish 6 Point THE LOGICAL RESULTS OF OUR PIANO STORE METHODS AS NOW OPERATIVE I History was made during our recent sale so important in its significance that it caused the piano I trade of the United States to take notice. There were 165 pianos sold in a single day ! a fact almost beyond the belief of many members of the piano trade. This means that the confidence of the buying public is vitally essential to the success of any business, which success grows only as fast as public confidence grows. It means that the piano buyer is prone to hesitate only when he has reason to doubt the commensurate relation between the quality of the piano he wants to buy and the price he is asked for it. It means that this is a different kind of a piano store, and because of this fact that the attitude of the piano-buying public towards it is of a kind different to that assumed toward the piano business in general. Sales of the kind that has 7' TYPE AND TYPE MEASUREMENTS 107 CHELTENHAM OLDSTYLE AMERICAN TYPE FOUNDERS CO 6 Point Only three more days of this March sale, and if you need anything in the way of Houseware you would be wise to buy it now and save money. Remember, too, that these low prices have been brought about solely by enormous buying and concessions of various kinds and that quality has not been impaired. All these stocks have been chosen as carefully as our regular slocks and are of the same high quality. These great slocks, selected with such intelligence and assembled here in such lavish variety, deserve 8 Point Only three more days of this March sale, and if you need anything in the way of Houseware you would be wise to buy it now and save money. Remember, too, that these low prices have been brought about solely by enormous buying and concessions of various kinds, and that quality has not been impaired All these slocks have been chosen as carefully as our regular stocks, and are of the same high quality. These 10 Point Only three more days of this March sale, and if you need anything in the way of Houseware you would be wise to buy it now and save money. Remember, too, that these low prices have been brought about solely by enormous buying and concessions of various kinds and that quality has not been impaired. All these slocks have been chosen as CHELTENHAM WIDE 6 Point Only three more days of this March sale, and if you need anything in the way of House- ware you would be wise to buy it now and save money. Remember, too, that these low prices have been brought about solely by enormous buying and concessions of various kinds, and that quality has not been impaired. All these slocks have been chosen as care- fully as our regular slocks, and are of the same high quality. These great stocks, selected 8 Point Only three more days of this March sale, and if you need anything in the way of Houseware you would be wise to buy it now and save money. Remember, too, that these low prices have been brought about solely by enormous buying and concessions of various kinds, and that quality has not been impaired. All these slocks have been chosen as carefully as our 10 Point Only three more days of this March sale, and if you need anything in the way of Houseware you would be wise to buy it now and save money. Remember, too, that these low prices have been brought about solely by enormous buying and concessions of various kinds, and that quality has not 108 TYPE AND TYPE MEASUREMENTS 7 BULFINCH OLD5TYLL 6 Point Only three more days of this March sale, and if you need anything in the way of House- ware you would be wise to buy it now and save money. Remember, too, that these low prices have been brought about solely by enormous buying and concessions of various kinds, and that quality has not been impaired. All these stocks have been chosen as carefully as our regular stocks, and are of the same high quality. These great stocks 8 Point Only three more days of this March sale, and if you need anything in the way of Houseware you would be wise to buy it now and save money. Remember, too, that these low prices have been brought about solely by enormous buying and concessions of various kinds, and that quality has not been impaired. All these stocks have been chosen as carefully as our 10 Point Only three more days of this March sale, and if you need | anything in the way of Houseware you would be wise to | buy it now and save money. Remember, too, that these | low prices have been brought about solely by enormous | buying and concessions of various kinds, and that stocks | Cloister JBIatfe 6 Point nip three more baps of this fHarch salt, anb if rou neeb anything in the toap of Soujfetoare pou tooulb be tutse to bup it nob* anb sabc monep. JUttumber. too. that these loin prices habe been brought about solelp bp tnormoits buying anb concessions of bartons feinos, anb quality hast not betn itnpairtb. 311 these stocks babe faetn chosen as carefullr as our regular stocks, anb art of the same high qualitp. Cbese great stocbs, sclecteo toith stub intelligente anb assemfaleb here in 8 Point three more baps of tf)is tflarerj sale, anb if pou neeb anptfjtng in tfje toap of l)ousetuare pou tooulb fae toise to bup it note anb sabe monep. Remember, too, tfjat tfjese (otai prices fjaue been brought about solelp bp enormous buptng anb con- cessions of banous binbs, anb tfjat qualitp fjas not been impaireb. ail trjese stacks habe been cfjosen ad carefullp ad our regular stocks, anb are of the dame high 10 Point nip ttjree more fcaptf of tfjte ^Harcij gale, anb tf pou neeb anp* tljing in tijc toap of lljousetoare pou tooulb ue tuisc to bup it noto anb fifaue monep. Remember, too, tfjat tfjes;e loto priced fjate been brought about solelp bp enormous: buping anb conctssions of bariou* feinbs, anb t bat qualitp fjas not been tmpaireb. ail 7 TYPE AND TYPE MEASUREMENTS 109 BODY LETTER AMERICAN TYPE FOUNDERS CO. 8 faint Lining Modern Roman JVo. 510 There's real pleasure in knowing that your beauty is heightened and your conversation made more inter- esting by a handsome set of pearly teeth. Such pleasure can be yours if you have a moderate sum to spend on them. The cleaning and whiten- ing process is simple and painless. 10 Point Lining Cushing There's real pleasure in knowing that your beauty is heightened and your conversation made more interesting by a handsome set of pearly teeth. Such pleasure can be yours if you have a moderate sum to spend on them. The cleansing and whitening process is simple and painless. It gives pleasure rather than pain. It cer- 10 Point Lining Cushing Monotone There's real pleasure in knowing that your beauty is heightened and your conversation made more interesting by a handsome set of pearly teeth. Such pleasure can be yours if you have a moderate sum to spend on them. The cleaning and whitening process is simple and painless. It gives pleasure rather than pain. It cer- tainly does make you feel good to 8 Point Lining Modern Roman No. 512 There's real pleasure in know- ing that your beauty is height- ened and your conversation made more interesting by a handsome set of pearly teeth. Such pleasure can be yours if you have a moderate sum to spend on them. The cleaning 10 Point Century Expanded There's pleasure in knowing that your beauty is height- ened and your conversation made more interesting by a handsome set of pearly teeth. Such pleasure can be yours 12 Point Lining French Old Style There's real pleasure in knowing that your beauty is heightened and your conversation made more inter- esting by a handsome set of pearly teeth. Such pleasure can be yours if you have a moderate sum to spend on them. The cleaning and whitening 12 Point Lining Old-Style Roman There's real pleasure in knowing that your beauty is heightened and your conversation made more inter- esting by a handsome set of pearly teeth. Such pleasure can be yours if you have a moderate sum to spend on them. The cleaning and whitening process 110 TYPE AND TYPE MEASUREMENTS BODY LETTER 5-Point Old-Style Roman The box or lower part of the Ideal Wardrobe Couch is made of solid Southern Red Cedar (not i three-quarters of an inch thick and thoroughly kiln-dried. The cedar used has the delicious, a peculiar to this uniq it-fitting, tongued and additional strength we glue a tri tight-fitting, tongued and grooved join 6-Point Old-StyJe Roman The box or lower part of the Ideal Wardrobe Couch is made of solid Southern Red Cedar (not veneer), three-quarters of an inch thick and thoroughly kiln-dried. The cedar used has the delicious, aromatic fragrance peculiar to this unique and valuable wood. The boards are perfectly smooth and have close, tight-fitting, tongued and grooved joints. The corners are strongly glued and nailed, and for additional 8-Point Old-Style Roman The box or lower part of the Ideal Wardrobe Couch is made of solid Southern Red Cedar (not veneer), three-quarters of an inch thick and thoroughly kiln-dried. The cedar used has the delicious, aromatic fragrance peculiar to this unique and valuable wood. The boards are perfectly smooth and have close, tight-fitting, tongued and grooved 10-Point Old-Style Roman The box or lower part of the Ideal Wardrobe Couch is made of solid Southern Red Cedar (not veneer), three-quarters of an inch thick and thoroughly kiln-dried. The cedar used has the delicious, aromatic fragrance peculiar to this unique and valuable wood. The boards are perfectly smooth and have 12-Point Old-Style Roman The box or lower part of the Ideal Wardrobe Couch is made of solid Southern Red Cedar (not veneer), three-quarters of an inch thick and thor- oughly kiln-dried. The cedar used has the de- licious, aromatic fragrance peculiar to this 6-Point Typewriter The box or lower part of the Ideal Wardrobe Couch is made of solid Southern Red Cedar (not veneer), three-quarters of an inch thick and thoroughly kiln-dried. The cedar used has the delicious, aromatic fragrance peculiar to this unique and valuable wood. The boards are perfectly smooth and have close, tight-fitting, tongued and grooved 12-Point Typewriter The box or lower part of the Ideal Wardrobe Couch is made of solid South- ern Red Cedar (not veneer) , three- quarters of an inch thick and thor- TYPE AND TYPE MEASUREMENTS 111 BODY LETTER 6 Point Caslon Old Style Cellulose, a vegetable fiber, when deprived of all incrusting or cementing matters of a resinous or gummy nature, presents to us the true fiber, or cellulose, which constitutes the essential basis of all manufactured paper. Fine linen and cotton are almost pure cellulose, from the very fact that the associated vegetable substances have been removed by the treatment the fibers were subjected to in the process of their manufacture; pure white, unsized, and unloaded paper may also be considered as pure cellulose from the same cause. Viewed as a chemical substance, cellulose is white, translu- 8 Point Caslon Old Style Cellulose, a vegetable fiber, when deprived of all the incrusting or cementing matters of a resinous or gummy nature, presents to us the true fiber, or cellu- lose, which constitutes the essential basis of manufactured paper. Fine linen and cotton are almost pure cellulose, from the fact that the associated vegetable substances have been removed by the treatment the fibers were subjected to in 10 Point Caslon Old Style Cellulose, a vegetable fiber, when deprived of all the incrusting or cementing matters of a resinous or a gummy nature, presents to us the genuine fiber, or cellulose, which constitutes the essential basis of manufactured paper. Fine linen and cotton are almost pure cellulose, from the fact that associated vegetable substances 6 Point MacFarland Cellulose, a vegetable fiber, when deprived of all the Incrusting or cementing matters of a resinous or gummy nature, presents to us the true fiber, or cellulose, which constitutes the essential basis of all manufactured paper. Fine linen and cotton are almost pure cellulose, from the fact that the associated vegetable substances have been removed by the treatment the fibers were subjected to in the process of manufacture; pure white, unsized, and unloaded paper may also be considered as pure cellulose from the same cause. Viewed as a chemical substance, cellulose is white, translucent and somewhat heavier than water. It is tasteless to 8 Point MacFarland Cellulose, a vegetable fiber, when it is deprived of all the incrusting or cementing matters of a resinous or gummy nature, presents to us the true fiber, or cellulose, which constitutes the essential basis of manu- factured paper. Fine linen and cotton are almost pure cellulose, from the fact that the associated vegetable substances have been removed by the treatment the fibers were subjected to in the process of manufacture 10 Point MacFarland Cellulose, a vegetable fiber, when it is deprived of all its incrusting or cementing matters of a resinous or gummy nature, presents to us the genuine fiber, or cellulose, which constitutes the essential basis of manufactured paper. Fine linen and cotton are almost pure cellulose, from the fact that the associated vegetable substances have been removed 112 TYPE AND TYPE MEASUREMENTS BODY LETTER 6 Point McClure Cellulose, a vegetable fiber, when deprived of all incrusting or cementing matters of a resinous or gummy nature, presents to us the true fiber, or cellulose, which con- stitutes the essential basis of manufactured paper. Fine linen and cotton are almost pure cellulose, from the fact that the associated vegetable substances have been removed by the treatment the fibers were subjected to in process of manufacture 8 Point McClure Cellulose, a vegetable liber, when if is deprived of all incrusting or cementing matters of a resinous or gummy nature, presents to us the true fiber, or cellulose, which constitutes the essential basis of all manufactured paper. Fine linen and cotton are almost pure cellulose from the fact that the associated vegetable substances have been 10 Point McClure Cellulose, a vegetable fiber, when deprived of all the incrusting or cementing matters of a resinous or of a gummy nature, presents to us the true fiber, or cellu- lose, which constitutes the basis of all manufactured paper. Fine linen and cotton are composed of almost NEW CASLON PARAGRAPH MARKS Spt. 6pt. Spt. 10 pt. 12 pt. 14 pt. 18 pt. 24 pt. 30 pt. 30 pt. 42 pt. 3 5 5 BRASS RULE g Pt. Dotted Rule - immmmmmm 1 Pt. Plain Rule 2 Pt. Plain Rule S Pt. Plain Rule 4 Pt. Plain Rule 6 Pt. Plain Rule IS Pt. Plain Rule 2 Pt. Hyphen Rule IHI S Pt. Hyphen Rule ! 4 Pt. Hyphen Rule I 3 Pt. Parallel Rule (Light) 4 Pt. Parallel Rule (Heavy) 6 Pt. Parallel Rule (Light) 6 Pt. Parallel Rule (Heavy) 7 TYPE AND TYPE MEASUREMENTS 113 7ft P * P P -, P P LUc/ x^t^ /plca<5<7 /uy /announce/ /in& /QMANCW /ov J J [/s&wiecfa 'AAW^V AtV MOW Xor /tne / /pattcMtaae / / acco^cc3 /itv te'/uot^/in/li vfct^tej Announcement set In Inland French Script 114 TYPE AND TYPE MEASUREMENTS 7 BORDERS 3 Point Face on 6 Point Body Newspaper Border No. 48 6 Point Newspaper Border No. 254 BBHBBBBHBB 12 Point Newspaper Border No. 231 7 TYPE AND TYPE MEASUREMENTS 115 BORDERS AMERICAN TYPE FOUNDERS CO. 18 Point Roycrofl Border 18 Point Roycrofl Open Border 116 TYPE AND TYPE MEASUREMENTS 7 BORDERS If c 6 Point Arlington Border No. 255 12 Point Arlington Border No. 234 n 12 Point Magazine Border 7 TYPE AND TYPE MEASUREMENTS 117 BORDERS HII HIP 6 Point Panel Border A"0. 2S III HII HII HI 6 Point Panel Border No. 30 12 Point Brockton Border 118 TYPE AND TYPE MEASUREMENTS 7 BORDERS MVMMMMMMMMMHMMXMXMMMM ^^ ^^ M 12-Point Border No. 1262 M ^*, ^^ Jt M twf MMMMMMBMMMMMMMMMBBBM 6-Point Border No. 632 18-Polnt Border No 1862 MMMMM mmxwmm These two borders fit exactly over each other for two-color work 7 TYPE AND TYPE MEASUREMENTS 119 BORDERS 9 r 6 Point 20TH CENTURY BORDER Part One 6 Point Convex Border 6 Point Rinklets Border 120 TYPE AND TYPE MEASUREMENTS 7 RUGGED BORDER BRASS RULE ;S*5i5> f 6 Point No. 544E Round Comers k 6 Point No. 544EMitered Corners 1 g 3 Point No. 541E Round Corners 1 3 Point No. 541EMitered Corners BRASS RULE 1 16 Point No. 11 A 13 Point No. 10 A 1 1 MONOTYPE BORDERS 6 Point Border B \ i &iM>t&&t&t&t$ji9Ji&iaj)i$j&$iii$ji$i gnQnSn&gRgnSn&tin&gi&tiM 9 .. 1 tSS 6 Point Border H $ 1 & $ &&tMl$t#[l&$&&$t#I#^ 4> 6 Point Border / 9 ' 3 3 ' 3 ' J ' 2 6 Point Border O '; * 7 TYPE AND TYPE MEASUREMENTS 121 INITIALS IS Point Hearst Initials 24 Point Hearst Initials 30 Point Hearst Initials 36 Point Hearst Initials 48 Point Hearst Initials 72 Point Bur ford Initials 122 TYPE AND TYPE MEASUREMENTS 7 INITIALS Initials made up from type, rules, and ornaments, for either one or two colors o B Til H Point Ben Frankli TWO-COLOR INITIALS 45 Point No. 320 (American) AH BBC 96 Point Colonial LAYOUTS INTRODUCTION 1. A layout is a diagram of an advertisement showing fhe arrangement of the heading, the body matter, the illus- tration, the price, the name and address, etc. The objects of the layout are: (1) to give the writer a rough picture of his advertisement as it will appear when printed, so that he can see whether he has arranged it well and can change it if the effect is not pleasing; and (2) to show the printer how the copy is to be set. The laying out of copy, though not so essential as the writing of copy, is a very important part of advertising. No copy should be sent to the printer without an accompany- ing layout of some kind. If no layout is furnished, the printer will not know what arrangement or effect the writer wishes, and may thus produce an advertisement that is not satisfactory. Besides, a large proportion of printers do not have the best ideas about the arrangement of advertising copy, and if left to their own resources may produce very commonplace effects. 2. Some advertising men say, "First write the advertise- ment; then lay it out properly in the necessary space." This is .sometimes good advice to follow, but systematic writers usually have in mind about what amount of space will be used before they begin writing the copy. This is particu- larly true in magazine advertising where space is most commonly sold^by the quarter-page, half-page, or whole page. Copyrighted by International Textbook Company. Entered at Stationers' Hall, London 28 2 LAYOUTS 8 Great care should be exercised in making layouts, because it is much easier to design a poor advertisement than it is to make a distinctive one. The body matter should be measured accurately not guessed at. Avoid the excessive use of large type. Remember that a few display lines are far more attractive and much easier to read than a number of large lines crowding one another for space. I. C. S. AD-WRITERS' CHART 3. Every advertisement called for by the Examination Questions from now on must be laid out on an I. C. S. Ad- Writers' Chart, in accordance with the directions here given. The chart will be understood easily if all the printed matter on it is read carefully. The dotted lines on the face show both the width and the length of the space divided into pica ems. The length is also divided into inches and agate lines. For the convenience of the ad-writer, single-, double-, and triple-column newspaper widths are shown, as well as single- and double-column magazine widths. This chart makes accurate laying out and space measuring very easy. In practical work, few advertisements are laid out on charts of any kind, though paper ruled like the I. C. S. Ad- Writers' Chart is convenient. However, when a person is experi- enced in laying out matter for the printer, plain paper will do. Types and borders may be drawn in pencil, but in making the layouts called for in the Examination Questions of this Section and following Sections, directions for the printer, with regard to names and sizes of type, borders, etc., should be written in ink. Only those styles and sizes of types, borders, and rules shown in Type and Type Measurements, Parts 1 and 2, should be used. Other types and borders may, of course, be used in practical work. In case Type and Type Measurements, Part 2, is used in practical work, it should not be assumed that any but an unusually well-equipped office will have all the type it shows. THE I. C. S. AD-WRIT* 1 2 3 4 5 6 7 8 9 10 11 12 18 14 15 16 17 18 19 80 21 22 23 24 .1.1. 1. 1. 1. 1. 1. 1. 1. 1. 1. I.U.I, Mil. 1. 1. 1, 1. 1. 1. PIG. 1 Layout of a 3-inch, single-column, newspaper advertisement. LAYOUTS STEPS IN MAKING A LATOUT 4. In order to make the method clear, the laying out of the following copy for a 3-inch, single-column, newspaper advertisement will be described step by step. SAVE YOUR EYES Don't put off wearing glasses until your sight is- hope- lessly impaired. Attend to it now and avert trouble later. Our expert opticians will fit you with rimless eyeglasses that will make you see better and look better. Cost, $1 to $4. WILCOX & WARREN, 132 WALTHAM AVE. The first three words are selected as the ones containing the selling points most likely to attract the people that the advertisement is intended to interest; and these are given the strongest display. The body matter requires no display; therefore, the name and address logically follow as the next most important features, and are set in smaller sizes of the style of type used for the heading. Fig. 1 shows a repro- duction of the completed layout of this advertisement and Fig. 2 shows the advertisement as set up. 5. First Step. The first step in laying out an adver- tisement is to map out the full size (in the case of Fig. 1, the size was 13 picas X 18 picas) by drawing the outline abed, as shown in Fig. 1. When an advertisement is laid out on a chart like the I. C. S. Chart, the lines and figures on the chart show the size desired, and no memorandum about size is necessary; but if plain paper is used in practical work, a memorandum such as "3 inches, single column" or "full magazine page" should be put on the layout. In prac- tical newspaper work, unless a certain fixed space is con- tracted for, it is often advisable to give the printer some liberty as to the depth, to instruct him to "set 3 or 4 inches single column," or to "set in necessary depth in style shown." This is advisable for the reason that it is not always possible to make exact calculations. 6. Second Step. Decide what border shall be used, and then fill in at least a small portion of it as near the 8 LAYOUTS 5 proper style as possible. When a border as simple as the one shown in Fig. 1 is used, it is well to fill in the border all around the advertisement. If a border is to be plain and light, it may be drawn quickly with a ruler and an ordinary pencil; if it is to be heavy, it may still be filled in quickly by a pencil having thick, black lead. Filling in a border all around the advertisement not only makes the layout still clearer to the printer, but gives the ad-writer a better idea of Save Your Eyes Don't put off wearing glasses until your sight is hopelessly impaired. Attend to it now and avert trouble later. Our expert opticians will fit you with rimless eyeglassesthat will make you see better and look better. Cost, $i to $4. 132 Waltham Ave. FIG. 2 Advertisement set up according to layout illustrated in Fig. 1 the effect that the border will lend to the set-up advertise- ment. If, for example, the ad-writer merely indicates a small portion of a 4-point, plain border that is, does not draw it all around the advertisement he may find when the matter is set up that the 4-point border is a little too heavy for that particular advertisement and that a 3-point border would have been better. A waved border may be filled in accurately enough by drawing a heavy, waved pencil line. 6 LAYOUTS 8 Where ornamental or intricate borders are to be used, it would not pay the ad-writer in practical work to take the time necessary for filling the entire border; though if the layout were one that the writer intended showing a prospec- tive client, it might be worth his while to fill in even an ornamental border all around the advertisement, for it undoubtedly makes the layout a better picture of the adver- tisement as it will appear when set up. After indicating the border, its name and size should be written on the layout sheet, as shown in Fig. 1. 7. Third Step. Determine the width of the longest display line. The border in Fig. 1 is 6 points wide. Since this border is used on each side, 12 points of the full width is given up to border. In this case, the ad-writer decided to have a 6-point blank margin at each end of the longest display line. A margin of 6 points on each side gives a total of 12 points. By adding this to the 12 points occupied by the two borders, it will be seen that 24 points, or 2 picas, is taken up by the border and the margin. As the advertise- ment is 13 picas wide, this leaves 11 picas as the width available for the main display line. 8. Fourth Step. Indicate the depth of space to be occupied by display lines. The space for the first line of the heading in Fig. 1 is indicated by the dotted lines /, /, which are the same distance apart as the body of the type is high (in this case, 30 points). The depth of space for the second line of the heading is indicated in the same manner. A little space is left between the display lines and also between- the display lines and the body type. 9. Fifth Step. Show what space is to be occupied by the body matter. Usually, the most practical way of doing this is to fill the space with parallel pencil lines, being care- ful to draw the first line at the point where the body matter is to begin, to draw the last line where the body matter is to end, and to have the lines show clearly the width desired for the body matter, as shown in Fig. 1. The lines here are drawn 9 picas wide, which makes it plain to the printer that 8 LAYOUTS 7 the body matter is to be set to a measure of 9 picas. The body matter in Fig. 1 is to be set 24 points narrower than the heading, the extra white space thus gained being dis- tributed equally in the two margins 12 points on each side. In Fig. 1 there is a margin of la picas of white space between each edge of the body matter and the border. It is the prevailing practice in printing offices to set body matter even picas wide; and since few offices have leads cut to half-pica lengths, it is better, as a lule, to lay out body matter an exact number of picas wide; that is, to have it either 9 or 10 picas wide rather than 9i, etc. Fractions of picas should go into the margins. When necessary, however, body matter can be set in half-pica widths. The measurements of the advertisement shown in Fig. 1 are given here in detail because the ad-writer should be familiar with such typographical matters. In practical work, however, it is not necessary to instruct the printer about minute details, such as space at the ends of display lines, etc. A well-executed layout will show these details clearly enough. 10. In drawing pencil lines to indicate the space to be occupied by body matter, the ad-writer need not try to draw just as many lines as there will probably be lines of set type; this would be impractical. However, he should strive to so line the space, that it will show in a rough way the strength of the set-up body type. In this way the ad-writer will train his eye to judge display effects accurately. In Fig. 3 are shown examples illustrating how white space can be "lined" to give the approximate effect of various sizes of solid and leaded body type. In (b), the lines are drawn somewhat heavier than in (a), so as to show the effect of heavier body type. Care should be taken not to draw these lines wider than the body matter is to be set; that is, they should not extend into the space intended for margin. A ruler will aid in drawing them accurately. It is not practical to try to show these effects except in an approximate way, and in very large 8 LAYOUTS 8 advertisements, such as department-store pages, it need not be done at all. In the case of large advertisements, a dotted line should be drawn around the space intended for body type (or, at least the corners of the space should be indicated); then double arrows should be inserted to show the width still clearer to the printer. A dotted line is better than a plain line, for the reason that the printer may think, from a plain line, that a light rule is wanted. This method of showing (b) '(c) ' (d) space for body type by means of dotted lines and double arrows is shown in Fig. 4. The size and name of the body type to be used and the width of body matter should be written on the right-hand side of the advertisement, as shown in Fig. 1. While the pencil lines show the width of the body matter, the written direction to the printer makes the ad-writer's wish doubly clear. It is not necessary to specify how wide the display type shall be set, as the lettering on the layout should show this clearly enough. The directions should make it clear whether the body type is to be set solid or leaded. 8 LAYOUTS 9 The body matter of general and retail advertisements is usually set in either 8-point or 10-point; 6-, 5i~-, and 5-point are used freely for mail-order advertisements. 11. Sixth Step. Letter in all display lines lightly; then decide whether the general display plan of the adver- tisement is well proportioned and whether each part stands out distinctly and still is not so far separated from surround- ing parts as to make the advertisement appear disjointed. If the arrangement appears satisfactory, letter in all display lines carefully, specifying in the right-hand margin of the layout the sizes and names of types to be used. Remember 22P/COS " that a small space should be left between the bottom edge of all letters (except the drop letters^, /, q, and y) and the line indicating the lower edge of the body. This little space is to allow for the shoulder of the type. On the specimen pages of type in Type and Type Measurements, Part 2, the printed letters show 'the height of face, while the heavy ver- tical rules at the right-hand edge of each line of type show the height of the body. Display lines must be hand-printed on the layout not written in the script style of penman" ship. For the present, the lettering must be made as near like the type specified as possible. After proper knowledge 10 LAYOUTS 8 of types is obtained, lettering like that used for the firm name and address in Fig. 1 will be accepted for all display lines. 12. In lettering in display lines, it will be well to remember that the face of the type does not equal the length of the body. This is clearly shown in Fig. 5, which illus- trates a line of 36-point De Vinne. In the 36-point size the body of the type is one-half inch high. In the figure, parallel lines are drawn to show the height of the body, of the capital letters, and of the lower-case letters. The capitals and such letters as / and / measure very nearly the distance from a to c\ the distance from b to c represents the height of such lower- case letters as #, 74, etc.; while the distance from b to d rep- resents the height of letters like g and y. It will be observed in Fig. 5 that such letters as n and 5 are only about one- fourth inch high, though the body of the letter occupies one-half inch. In a very few 36-point display types, the FIG. 5 lower-case letters are only three-sixteenths inch high. Pabst is an example of such type. When learning to letter in dis- play type, the drawing of parallel lines like those shown in Fig. 5 will prove of assistance. The lines can be drawn very lightly in pencil. 13. The careful lettering of display lines is required at the outset for two reasons: (1) By imitating the style and size of type to be used, the beginner will see in his layout a fair picture of the display he is trying to get, and will thus learn to use space intelligently; and, what is still more important, he will train his eye to see what is good display and what is weak display. This training is of great value and is essential to all ad-writers that hope to turn out attractive, attention-compelling advertisements. (2) When the ad-writer goes out into the practical field to solicit adver- tisement-writing work from advertisers, he will find the 8 LAYOUTS 11 ability to make a neat layout a great aid to him in con- vincing- the advertisers that he can design effective displays. No amount of oral explanation as to what an ad-writer would or could do in the way of designing is so convincing as a neat layout that the ad-writer himself can put before the advertiser with the remark, "Here's the kind of work that I would do for you." Some beginners find it difficult to execute lettering that is even approximately like the type called for; these persons should at least see that their lettering is about as heavy or as light as the type called for, so that it will show about the strength of the display; also, that it occupies the depth and the width of the type letters to be used. As already suggested, when the ad-writer has obtained the proper knowledge of type and has shown that he can do careful lettering when required, lettering like that of the firm name and address shown in Fig. 1 will be accepted. This part of the layout will then require much less time, as the relative sizes and styles of the different faces of type will then be fixed in the mind. Until the beginner is capable of writing the proper amount of copy for a given space, he should write on his layouts, as in Fig. 1, the dimensions of the body space and the number of words of copy required to fill it; he should also be careful in preparing copy to write about the number of words required. In practical work it is not necessary to put this memorandum on the layout. OTHER DIRECTIONS TO BE OBSERVED 14. Arranging Copy for Layout. Copy for small advertisements may be written in black ink on the chart with the layout, just as is shown in Fig. 1, but copy for large advertisements must be written on separate sheets of paper and then attached to the proper charts. Never write the entire copy inside the layout unless there is so little of it that it can be written there with perfect legibility, as in case of a layout for a poster, street-car card, etc. 204-27 12 LAYOUTS 8 15. The copy should always be complete in itself. No matter if heads, prices, name and address, etc. appear on the layout, they should be repeated in the copy. Then, if the layout should become lost, the printer will at least have complete copy. If subheads are put on the layout and not in the copy, the printer, interested in his work, may go ahead and set the body matter without noticing the sub- heads, and then have to make delaying changes. The lay- out should be considered merely as a guide to the typographical style desired never as copy. The only excep- tion to this is where there is so little copy that it may all go in the layout with perfect legibility. But, while the layout is not regarded as copy, care should be taken to see that there are no inconsistencies between it and the copy. If there is a difference between the wording of a heading on the layout and the corresponding head in the copy, the printer may be perplexed. 16. Numbering Copy and Layout. When the adver- tisement is complicated or is divided into sections, or panels, the various divisions of the copy should be numbered or lettered in consecutive order, and the same numbers or letters should be given to the corresponding sections, or panels, of the layout. This will prevent any misunder- standing on the printer's part and will greatly assist him in his work. The desired arrangement of the copy will be still clearer if the heading or the opening of each section of the copy is lettered in its correct position on the layout. 17. Specifying Styles and Sizes of Type. It is best, for some time at least, for the beginner to specify on the lay- out the sizes and styles of type he intends to use for important display lines. This is required so that good judgment in the matter of selecting type may be developed and in order that poor selections may be corrected. But whether sizes and styles of type should always be specified in practical work depends on the ad-writer, the printer, and other conditions. If the ad-writer is thoroughly familiar with type styles and faces, knows what type the printer has, 8 LAYOUTS 13 and is dealing with a printer that uses poor judgment in selecting advertising types, he should specify sizes and styles for all important parts oi the advertisement. When deal- ing with a printer that exercises superior judgment in select- ing types, the ad-writer will often find it more practicable merely to letter in a display line in about as strong a letter as he would like to have used and let the printer decide which of his styles of type will come nearest to giving the desired strength. Of course, if the ad-writer knows exactly what style of type he wants that is, has a decided preference for Caslon, Cheltenham, or some other particular type and knows that the printer has it in stock, he will do well to specify the style and he also may specify the size of the type. If he is not sure that the printer has that particular type, he can make his direction read like this: "Use some- thing like Cheltenham Bold," or "Use Post Condensed or the nearest face you have." This gives the printer a little liberty, and he will usually do the best he can. Unless a printer has shown himself incapable of using good judg- ment, the ad-writer will be safe in letting him select the size of type to be used for a line like the address in Fig. 1. Any sensible printer will see from a layout like Fig. 1 that the ad-writer wishes used for the address a size that is some- what smaller than the 10-point used for the name. 18. The methods of specifying styles and sizes of type followed by department-store ad-writers vary. Some writers in practical, e very-day work, specify sizes and styles for almost everything, leaving little to the discretion of the printer. Others prepare complete layouts, but allow the printer liberty in selecting the proper sizes for displays. In one respect, the practice may be said to be almost uniform among careful writers, that is, of specifying the size for body matter, and of specifying the style for it where the writer has a decided preference. The reason for this is twofold: (1) The ad-writer must decide about the size in order to have the right amount of copy for the space, and (2) it does not mean a great deal of work to change a line of display that 14 LAYOUTS 8 the proot shows to be unsatisfactory, but to change the body matter usually means resetting most of the advertisement. Therefore, the ad-writer may hold to the general rule of specifying the size of body type. 19. If the ad-writer wishes the printer to follow the style of setting of some advertisement that has been published, an easy way of giving directions is to furnish a clipping of the published advertisement along with the copy and direct the printer to "Follow this Style." The clipped advertise- ment will in such a case take the place of a layout and may save 15 or 20 minutes of the ad-writer's time on a busy day. 20. Where an ad-writer is dealing regularly with a news- paper or other printing office, he should make it his business to find out what styles and sizes of type the office has. Then, when he wishes to give specific directions, he can do so with the feeling that it will be possible for them to be carried out. Some enterprising newspapers issue type books that show their full assortment of types and borders. 21. Proper Place for Writing Directions. In large advertisements the sizes and styles of type for both display and body matter should be marked in the margins of the copy sheets as well as on the layout, in order to make it cer- tain that the printer cannot go wrong. In advertisements like department-store announcements, only the more impor- tant display lines need be indicated on the layout, the neces- sary directions for the minor displays being given in the copy only. If the printer thoroughly understands the style of adver- tisement used by an advertiser, such as a large retailer using space daily, it may be sufficient to give only a general state- ment as to sizes and styles to be used. The following will serve as an illustration: All display lines, in John Hancock or in John Hancock Condensed. Heading, in 72-point; firm name, in 60-point. Heading of panels 1-10, inclusive, in 36-point. 8 LAYOUTS 15 11-15, inclusive, and 18-22, inclusive, in 30-point; head- ings of remaining panels, in 18-point, General introduction, in 14-point. Panel introductions, in 10-point. Items, in 8-point. Lists in panels 11-15 and 18-22, in 6-po.int. In offices where the same compositors set the advertiser's copy day after day, they should be able to give what is wanted with even fewer directions than the foregoing. 22. Method of Determining the Size of Display Type. The following method of determining the size of type to specify for display is only approximate, but it will serve all practical purposes: 1. Measure the width of the space between the inside edges of the border, allowing for the spaces between the ends of the longest display line and the border. For exam- ple, in Fig. 1, the distance between the inside edges of border is 12 picas. Subtracting the 6 points of space at each end of the words "Save Your" leaves 11 picas. Hence, a size of type must be specified that will permit these two words to be set in a line 11 picas long. 2. Count the number of letters in the longest display line, reckoning each space between words as one letter. In Fig. 1, the total number of letters is nine two capitals, six lower-case letters, and one space. 3. Refer to Type and Type Measurements, Part 2, and measure the length of line occupied by the proper number of letters of a size of type that appears to be appropriate, for the advertisement. Post Condensed is called for in Fig. 1. Type and Type Measurements, Part 2, shows that the space occupied by two capitals and seven lower-case letters of the 30-point size of Post Condensed is about 10 picas. This is inside the limit of 11 picas, so this size of type is specified. If 30-point Post Condensed had proved to be too large, it would have been necessary to use either a smaller size of this series or some other style of type. In setting up the advertisement laid out in Fig. 1, the printer, not having Post Condensed, substituted Blanchard Condensed, which is so 16 LAYOUTS 8 much like Post Condensed that few people can tell them apart. As already suggested, it is not necessary in practical work to give attention to minute details such as counting letters to see what size of type will go in a given space. If, in practical work, a strong letter is shown on the layout and Post is called for, the printer will select the proper size of Post or will use the nearest size he has if Post is not available. The object of requiring the beginner to pay close attention to such matters is to train him to be a good judge of styles and sizes so that he will not expect a wide letter like Post to be used in a space where there is room for only a narrow letter like Cheltenham. LAYOUTS FOR COMPLEX ADVERTISEMENTS 23. The various steps in the laying out. of a simple advertisement having been discussed, attention will now be directed toward the laying out of larger and more complex copy. The copy for a full-page magazine advertisement follows: 'The Road of Opportunities" SEABOARD AIR LINE reaches the important towns and cities of the best portions of the Southern States, and will cordially cooperate with capitalists, manu- facturers, miners, stockmen, fruit growers, and farmers, in developing the almost countless opportunities that exist along its line for the profitable investment of capital and brains. On the Seaboard Air Line Railway, coal mines are in operation, while other deposits simply await the magic hand of capital; numerous water-powers varying from a few hundred horsepower to one hundred and fifty thousand horsepower have been and are now being developed along electrical lines; and this assurance of cheap and constant power offers exceptional advantages, in connection with the other induce- ments we can make, for the location of textile mills. High-Grade Limestones, together with shales and clays, exist in unlimited quantities convenient to these water-power developments and'should command immediate attention from the manufacturers of Portland cements, carbolite, or calcium carbide. Tests have been made for us by experts, and these tests show that the shales and clays will make exceptionally good sewer-pipe conduits (there isn't a conduit plant in the South) , vitrified paving, and common building brick. -I l?l I I I I I I Ill Mill! M? * & r. ^ lll Mill! M?l nil I LJ ifj .. MM I, ?MI.I.I nflTll I I I I jllJ ft il 6 6, o *" > ^ mines are i of capital; er to one iM bei d o han se rf O o l?-l- 111 > .2 T3 -u O M 3 C 1 * 8 * lit |l "SoB ^ ^ ^4 o *2 a ta ^ 1 3 ^ g 8 3 il I 5 s I S g Hill 8 LAYOUTS 17 Various Other Minerals, such as copper, gold, graphite, barite, feldspar, fluorspar, kaolins, mica, slate, and pyrites, have been located by the Industrial Department of the Seaboard Air Line; details can be secured by asking. Enormous Deposits of Iron Ores, both red and brown, as well as the highest grade of manganese ores, with limestone and coal convenient, are to be had on our Atlantic and Birming- ham Division and offer special attractions for the establish- ment of furnaces, foundries, machine shops, car-wheel plants, and similar industries. For additional information, illustrated literature and lists of properties, mail the coupon 8^ ^ g EA _ J. W. WHITE, Gen'l Industrial Agent -y ^ BOARD Portsmouth, Virginia ^ AlR LmE Or H.B. BINGHAM, A.G.I. A., Atlanta, Ga. &* RAILROAD < Portsmouth, Va. ^ Please send me the booklet descriptive of {Copy for Coupon MS-} the Industrial Advan- tages along the line of the Seaboard Air Line Railroad. Name Address 24. This copy is more difficult to lay out than the simple advertisement shown in Fig. 1, because this layout, Fig. 6, deals with several subsidiary display points, among which are: (1) the quotation at the head; (2) the method of using two sizes of type for main display lines; (3) setting the introductory matter in larger bold-face body type; (4) the method of displaying run-in side headings; (5) using extra space between paragraphs to strengthen each subhead; and (6) the method of laying out a coupon. A comparison of the copy with the layout will show clearly how each feature is taken care of. Note that in Fig. 6 the opening words of the paragraphs were lettered on the layout. This makes it very plain to the printer where each paragraph is to go. Note also that the printer is told that he may use other type in case he does not have Post and Bookman. Fig. 7 shows this advertisement as it appears when set up. 25. Layouts for still larger advertisements should be made in a manner similar to that just described. First, lay 18 LAYOUTS out the general display elements; then the panels and minor elements. If a certain group of panels, or sections, is prac- tically uniform as to display plan, it will be necessary only to lay out in detail one panel of the group, marking the others, "Follow layout of panel No. 3," or whatever its number is. All sections of a layout for a large advertisement should be numbered or lettered consecutively, so that they can be easily referred to by the same numbers or letters on the copy. The lettering in of a few opening words on each section of the layout, as shown in Fig. 6, makes the work still plainer. DEALING WITH THE PRINTER 26. Relation Between Printer and Ad-Writer. Much of the misunderstanding and hard feeling that some- times arises between the ad-writer and the printer could be avoided if the ad-writer had a fair knowledge of the com- positor's work. Both men are specialists dealing with print- ing, but from different points of view, and the best results can be obtained only when there is cooperation and harmony between them. The ad-writer should keep constantly before him the fact that the printer has worked at his trade for years and is therefore in a position to make good suggestions. The printer knows the scope and restrictions of type, borders, etc., and for this reason, if for no other, should receive care- ful attention when he advises the ad-writer concerning the laying out of an advertisement. If strict orders were given the printer to follow the layout literally, many an advertise- ment would be rendered laughable through the lack of technical knowledge and the carelessness or forgetfulness of the ad-writer. Of course, the printer is paid to follow direc- tions, and he will follow them to the letter if the ad-writer insists, provided the rules of the office are not infringed; but the better way is to allow a little liberty in the minor details. In this way the ad-writer will receive the benefit of the 8 LAYOUTS 19 printer's knowledge and will get better display. If he insists arbitrarily in all cases, against the advice of the printer, on having the layout strictly followed, the ad-writer is certain to receive some disappointing results. It is advisable to consult the printer about a doubtful point in a layout for an advertisement or in regard to a com- bination of colors and stock for a folder, etc. whenever necessary. Many a useful bit of information can be obtained in this way, and perhaps some bad slips will be avoided. By securing the printer's 'cooperation, much better results will be secured, not only because of his broad knowledge of printing, but also because he will take more pride in his work and thus give better service. 27. Sending Copy to the Printer. Copy for adver- tisements should be placed in the printer's hands early, so that he can set it up and submit proofs for "O. K." without rushing. A rush job is seldom satisfactory to either ad-writer or printer. If copy is received too late, the advertisement will be left out of the paper entirely. Most publishers set a form-closing time. In the case of magazines, it is a certain day of the month; in the case of daily papers, it is a certain hour of the day. After time is up, no copy will be accepted for the issue to which the form-closing time applies. 28. Duplicate Copy for Mediums. The most com- mon form of copy is manuscript, but in case it is desired to have an advertisement appear in several mediums in identic- ally the same form, advantage may be taken of one of the processes of duplicating type matter. The retail advertiser may instruct the first newspaper that receives the copy to send a matrix, or "mat" (a papier- mache" impression, or mold, made from the type after it has been set up and approved) to the other papers in which the advertisement is to appear; or he may ask that the matrix be made and direct the other papers to send for it. The advertisement is then reproduced by stereotyping. In some cities, however, the rules of the typographical union forbid 20 LAYOUTS 8 this practice, because it makes less composition work and thus takes away part of the compositor's employment. If copy is sent in ahead of time, an extra proof may be secured, which will serve as copy for a second newspaper; or, if the advertiser is using a morning paper and an evening paper in the same city, he may give copy to one and instruct the other to copy the published advertisement. 29. General and mail-order advertisers, when sending copy to a list of newspapers, also use matrices, flat stereo- types, or, it may be, some other kind of plate. Sometimes they simply furnish a proof and require the newspaper to set the advertisement. The latter method is sometimes a little risky, for the general or mail-order advertiser does not know ordinarily what type a newspaper in a distant city has, and if its assortment is poor, the reset advertisement may not be entirely satisfactory. When sending duplicate copy to magazines, advertisers ordinarily use electrotypes, as magazines have no facilities for stereotyping. If an adver- tisement is all type, that is, one containing no illustrations, original copy may be sent to one magazine with instructions to set it up and to furnish a half dozen proofs. These proofs may be used as copy for other magazines. The use of electrotypes insures uniformity and saves the publishers the time and expense of setting the advertise- ment, submitting proof, etc. In a few instances, as in the case of the Saturday Evening Post and some other high- grade magazines, advertisements are always set to conform to a standard style, whether electrotypes are furnished or not. Electrotypes and stereotypes are explained in detail in another Section. This Section does not require a full understanding of these two kinds of printing plates. 30. Conditions in Small and Large Printing Offices. The same results should not be expected from a small printing office as from a large one. A small office, particularly if located in a small town, will have only a limited supply of type and other material, and sometimes the 8 LAYOUTS 21 display types are old styles. In dealing with such an office, the ad-writer should make special efforts to get good results with limited resources. He should pick out the best faces of type and borders for his advertisements, and should endeavor to get the printer to follow his ideas as closely as possible. Sometimes the printer is so accustomed to setting up advertisements without instructions and according to his own ideas of display that he is reluctant to follow sugges- tions or even to follow layouts. However, by the use of tact, it is possible to get good results. In the large newspaper plants and in high-grade magazine offices, a good assortment of modern type and borders will be found. There will also likely be broader views with regard to cooperating with the advertising man, the careful following of layouts, and so on. On the other hand, the large newspaper and magazine offices will be found to have more regulations and restrictions about the setting of advertise- ments, the use of heavy type, the closing of forms, and many other details. If at all possible, therefore, the ad-writer should make it a point to study conditions as they exist in the office of the publication he is dealing with. In local advertising, this is entirely practicable through visits to the plant and through talks with the foreman of the composing room. With out- of-town publishers, the ad-writer will have to be governed largely by his general knowledge of printing and printing- house conditions, v PROOF-READING PROOFS AND PLANS OF READING 1. Methods Followed by the Printer. When adver- tising copy is received by the publisher, it is sent to the foreman of the composing room. If the advertisement is small, the foreman, after looking over the copy to see that directions are clear, will give it to a compositor; if the advertisement is large, however, the copy will be given out in small divisions, called takes, to a number of compositors. In large newspaper offices, certain compositors are usually assigned to each department-store's work, the reason being that a compositor familiar with the style of a store's adver- tisements can do better and faster work than another could do. As each compositor sets the copy assigned to him, he places the type matter on a shallow brass receptacle having a flat bottom and raised edges on three sides, called a galley, heading his take with his name or slug number, to identify it and to enable him to receive proper credit. In case one com- positor sets the display and others set the body matter, the different parts are assembled on the same galley in their proper relation to one another before the first proof is taken. The body matter of large advertisements is often set on typesetting machines. 2. When the galley has been filled, it is taken to the hand-press and a proof of the type is "pulled." This proof, together with the copy, is then sent to the proof-reader of the office, who, with the assistance of a copy-holder, reads COPYRIGHTED BY INTERNATIONAL TEXTBOOK COMPANY ENTERED AT STATIONERS' HALL. LONDON 2 PROOF-READING 9 and compares the proof word for word with the manuscript, and marks, as he proceeds, all typographical errors. The proof with these errors marked on it is called by printers the office proof. This proof is not usually sent to the ad-writer, or "author" (a printer's term for all writers of copy), but is given to the compositors in order that the mistakes may be corrected before either manuscript or proof is allowed to leave the office. After the corrections have been made, another proof is taken, which, after being compared with the office proof, to make sure that all compositors' errors have been properly rectified, is sent, together with the copy, to the author. This proof, technically known as the first proof, is often stamped with the date and the words Official proof or Author's proof. If a subsequent proof is required by the ad-writer, or author, it is called a second, or revised, proof. In catalog and booklet work, second proofs are usually arranged in page form, and are then known as page proofs. 3. Importance of Reading Proof by Ad-Writer. In studying proof-reading methods, it should be remembered that there is great difference in the service given by pub- lishers. Small newspaper offices often have no regular proof-reader; in such a case, proof will be read by one com- positor acting as proof-reader and another acting as copy- holder, or reader. Large newspaper offices have, as a rule, a competent proof-reading force, as have also all the promi- nent magazine printing offices. In daily newspaper advertising, there is usually so little spare time that the ad-writer, after receiving the first proof of his advertisement, should make any necessary changes, indorse the proof O. K. as corrected or O, K. when indicated changes are made, and return it immediately without asking to see a second, or revised, proof. If no changes are neces- sary on the first proof, the notation, or indorsement, should be just the two letters O. K., followed by the writer's name or his initials. 9 PROOF-READING 3 Even if there are several important corrections, the ad-writer can safely trust a capable composing room to attend to the changes. It would be a hardship if newspaper publishers had to submit second proofs of a great many of the advertisements. In fact, where advertisements are small and the composing rooms know the style desired by the advertiser, many publishers ask that they be allowed to publish without submitting any proofs. Some newspapers render high-grade service on arrangements of this kind, seldom making a mistake of any consequence. But such a plan requires exceedingly careful preparation of copy and layout, a very capable composing room, and careful proof- reading service in the office of the paper. It is much better with advertisements of any reasonable size to see at least one proof, even if it does require much messenger service; for it is comparatively easy for a decimal point to become misplaced, making $1.00 out of $100, or for an unusual word of some kind to be spelled wrong. Besides, plain print has a frank way of revealing mistakes, and no matter what care an ad-writer may use in preparing copy, he will often see in the proof something that should be changed. Furthermore, it should be remembered that where there is one first-class printing office, there are a number of poor ones, and it is never entirely safe to trust any but a high- grade office to publish an advertisement without submitting proof. 4. Galley-Proof Plan. Some department stores fol- low the method of sending copy to the printer a little at a time and getting galley proofs of the matter, with which a "proof layout" is made. Where this plan is followed, it is better to ask the newspaper for-duplicate proofs and to cut a set of these duplicates apart and paste them on a large sheet in the way that the advertisement is to appear. If the original, or official, proof is cut up, it is not so easy to make the corrections desired. The reason for this is that type is corrected while in the galleys. When the galley proof is returned uncut it is easy to find the type from which the proof 4 PROOF-READING was taken; when the proof is cut apart, it is troublesome to find the type.* Therefore, all changes and corrections should be written on the official galley proof. If there are not many changes, the advertising manager marks the official proofs O. K. as corrected or O. K. when indicated changes are made, and returns them with the proof layout. Some stores prefer to see a revised, or second, proof of the advertisement in completed form, in which case the advertising manager marks the official proof Revise or Submit revised proof and signs his name. If copy is well written and a careful layout is made, there should be no occasion in newspaper advertising for a second, or revised, proof. The reason that some large stores follow the plan described in the preceding paragraph is because they do not furnish a complete layout in the first instance. They may not be able to get all the copy ready at one time, and may be in doubt, until copy is written, as to what amount of space will be given to a certain department. They there- fore follow the rather loose method of sending copy along as they get it and of making up a layout with the proof. By this plan, however, they sometimes have too much matter set, have to "kill" four or five dollars' worth of composition, and often make necessary the sending of a second proof. Whenever possible, a complete layout should be made and sent with the first instalment of the copy; then the composi- tor can go ahead intelligently, even if the copy does come in several instalments. In magazine advertising, there is more time for setting and submitting proofs, but only in exceptional cases should it be necessary to ask for revised proofs. With carefully *There is just one notable exception to the rule of not cutting an original proof: If many corrections must be made on the proof of a large advertisement consisting of many sections, it is better to cut the sections apart and to paste each section on a large sheet of paper; then there will be margin enough to write all corrections plainly. Further- more, if the different sections of such an advertisement must be approved by different people as would be the case in a department- store advertisement this plan of having the proof in sections will result in its being read more quickly. But when this plan is to be followed a complete layout, showing the position of each section, is indispensable. 9 PROOF-READING 5 prepared copy and layout, there will ordinarily be only a few changes, and these any high-grade magazine office can be trusted to make. 5. Work of the Ad-Writer and the Proof-Reader. While the ad-writer reads his own proof, he is not, strictly speaking, a proof-reader. There is this essential difference: The proof-reader in a newspaper or magazine office will not make changes from copy. His work is primarily to see that the set-up matter corresponds with the copy that the ad-writer has furnished. In case he thinks the ad-writer has made an error, all that he is supposed to do is to mark the place and put in the margin a question mark, or query [?] , as it is called in printing offices. This query means, "Is this right?" Sometimes the proof-reader will make a suggestion as to what would be correct. For example, suppose the copy read, We have given our buyers free reign in cutting prices. The proof- reader would either put a mark under reign or run a ring around it and write in the margin rein \f] This is equivalent to saying to the writer "shouldn't this be rein instead of reign?" If the proof-reader does more than this, he does so because the ad-writer has given him liberty. It is not a part of the proof-reader's work to edit or even to correct grammatical mistakes, though a good proof-reader should not allow mistakes in spelling to pass uncorrected. 6. The ad-writer, on the other hand, acts in the double capacity of proof-reader and author. Not only may he correct typographical errors that may have escaped the proof-reader's eye but he may edit the proof to his heart's content if he is willing to stand the delay and extra cost that the changes make necessary. MARKING CHANGES AND CORRECTIONS 7. Changes From Copy. Publishers of magazines and newspapers are usually reasonable with their patrons, and will make slight changes without charging for the time, but a good rule for the ad- writer is, edit copy not proof. It is proper, of course, to correct all mistakes and inconsistencies, 20428 6 PROOF-READING 9 but if much composition is killed, or if much editing is done that could have been done in the original copy, the ad-writer is likely to receive a bill from the publisher for the cost of alterations. The printing office must in all cases stand the cost of changes that come about as the result of the compositors failing to follow copy. 8. How To Correct Proof Skilfully. Typesetting is costly even when no part of it has to be done twice, and when there is much alteration in the proof, the cost is largely increased. A word or two introduced into a sen- tence or taken out of it may render necessary the resetting or "overrunning" of a whole sentence and, in many cases, of a whole paragraph. When there is a line too much, try to take out a line at or near the end of a paragraph, so that the main part of the paragraph will not be disturbed. Be sure to cut out just the right amount. When more matter is needed to fill a certain space, supply it when the first proof comes, and be sure to supply just enough. Sometimes, a few extra leads may be put in somewhere to take up a line or so of unfilled space; or an extra subhead may be put in; or a main heading may be made a size larger, provided the style of the matter per- mits such changes. If there is a chance that too much mat- ter has been supplied for a certain space, tell the printer in a marginal note what he may omit if it is necessary to omit anything. Even if a second proof is expected, be sure to make every change and to supply all needed additional mat- ter with the first proof. If, on account of faulty copy, four or five words must be taken out of the first part or the middle of a good-sized paragraph, try to put in the same line new words that will occupy about the same amount of space, so that no other lines will have to be reset. 9. Proof Paper. In taking proofs of advertisements or job work, printers generally use a cheap, soft paper. The ad-writer must not suppose that it is a sample of the paper on which the advertisement or job will appear when completed, or fear that the illustrations will appear in the PROOF-READING 7 finished advertisement as they do on this cheap paper. Proof paper is sometimes dampened in order to get a better impression, and is sent to the writer in that condition. When such is the case, it is better not to write on the paper with ink. until the paper is dry, as any changes made are liable to become blurred by the spreading of the ink. Some progressive printers send out dry proofs of all jobs, using paper that has a good surface. The great improve- ment in the appearance of a job resulting from this practice more than pays for the slight additional cost of the paper, and is likely to forestall complaint on the part of a critical customer. In getting a proof that the ad-writer wishes to show to a critical prospective client, it is a good plan to ask for a "book-paper" proof. In a few progressive newspaper offices, book-paper proofs are always taken when the solicitor for the paper is trying to secure an order of good size. The better paper brings out the display, and the improved appear- ance is undoubtedly of great assistance to the solicitor. Sometimes, in cases where the style of display used by an advertiser is a style not permitted by a publisher, or there is a difficulty in securing an order because the advertiser's plates are too wide for the publisher's columns or do not conform to the publisher's rule as to proper depth for 2-column or 3-column advertisements, the difficulty may be removed by resetting the advertisements carefully and furnishing neat proofs on book paper. 10. Proof-Marks. The marks shown on pages 8 and 9 are in current use in the correcting of proofs. While the signs used by proof-readers vary slightly in different offices, any printer will readily understand the meaning of the char- acters here given. Therefore, never hesitate to use them. 11. The slanting mark (/), called a separatrix, is used in connection with a number of the signs simply to separate one correction from another that may be placed alongside of it. This mark is also used to make a small correction like a comma stand out more prominently in the margin. PROOF-READING Change to capitals. Change to small capitals. Change to lower case. Change to Roman. 1/tajL Change to Italic. Change to bold face. Under word, means "Put this in Italic." Under word, means "Put this in small caps." Under word, means "Put this in caps." Under word, means "Put this in bold-face caps and lower case." Under word, means "Put this in bold-face caps." Retain crossed-out word or letter. Under a cancelation, means "Let it stand"; generally used in conjunction with stet in the margin. Here is an omission; see the copy. Make no break in the reading. /U4/n ff\ft/l Run this word or syllable over to the next line.* Run this word or syllable back to the preceding line. JJ Start a paragraph here. /to W No paragraph; sometimes written run in* ** -''-' Spell out the enclosed word or words. Transpose words or letters as indicated. Wrong font; change to proper font. This mark, the dele, means "Take out the crossed-out type, word, or sentence." Take out the character indicated and close up. Insert apostrophe. * Where only one letter is to be transposed, simply mark it out, using the dele, and insert the letter at the proper place. 9 PROOF-READING uotation marks. A Make correction indicated in margin. ^ Join these letters in a logotype, as ce, ae, etc. V Vv Unevenly spaced; make spacing uniform. Line up; i. e., make the lines even with other matter. * Straighten lines or type that is out of line. Q Insert period. J Insert colon. Insert comma. j/ Insert semicolon. / Insert hyphen. / -I Insert one-em dash. / / Insert two-em dash. Insert en dash. J Insert interrogation mark. II Insert exclamation mark. ^Q) Upside down; reverse. -Jf> Insert space here. *"** Close up; no space. f Move this to the left. I Move this to the right. - 1 Raise to proper position. Lower to proper position. Indent line one em of size of type used. Push down this lead or space. Battered type; change. 10 PROOF-READING METHODS OF MARKING PROOF 12. Marking Proofs With Rings and Lines. It is best to mark corrections in ink. If red ink, or any ink that is of a different color from the ink of the proof, is used, it will help the compositor, for it will enable him to see at a glance the changes desired. Lead-pencil marks are likely to become blurred and indistinct. In any case, mark all corrections boldly, and plainly, so that the compositor cannot fail to see and understand them. No careful printing office will send out a proof containing a great many typographical errors. Most of the errors will be corrected before the proof goes to the ad-writer. When there are only a few errors or changes, the ad-writer may follow the method of marking shown in Fig. 1; that is, put- ting a ring around the error or the word desired to be changed and running a line out to the margin, where the desired change is written. The advantage of using a ring is that it points out exactly what is to be changed. If, for example, the ring were not around the period at the end of the display line in Fig. 1, the printer might think the writer wanted the entire line or the word Here taken out. A line through a word, unless very carefully drawn, may extend through a punctuation mark or partly through an adjacent word and result in something being taken out that the writer wishes to have remain. Where this method of running lines out to the margin is used, care should be exercised to see that no lines cross each other, for the crossing of lines may confuse the printer. 13. Marking Proofs Without Lines. While the fore- going method is practical where the errors, or changes, are few, the better plan, where there are many corrections, is to make the proof-marks in a neat and orderly manner directly opposite the line containing the error, the omission, or the word desired to be changed, as shown in Fig. 2. It should be understood that no good printing office would ever send out a proof that required on the ad-writer's part so many correc- PROOF-READING 11 tions as are shown in Fig. 2, though some printing offices might submit a proof with a good proportion of these errors. The proof-readers of the printing office, or the compositors acting as proof-readers, are supposed to go over the office proof and correct typographical errors before the proof with accompanying copy goes to the ad-writer. A proof from the Best Camera Supplies Cost Little Herea Careful and good develpp- mg cam one has the right supplies and plenty of them. 2-ounce Jar Paste, reg. 4c., at 2c (HvdrormnorDPowders. regularly 20c $ dozen, at 16c Selfo for Plates, regularly 25c. 19c Metol Developer, regularly 25c., at 19c Candle Lamps, regularly 19c., lie 4 inch Rollers, regularly 14c., at 8c Revoli Tints, regularly 22c., at 16c ")floor, Central Building. FIG. 1 This illustration shows the appearance of a small panel of proof after the ad-writer has made a few changes and lias indorsed properly. Note that the proof-reader's query as to the correctness of Hydrochinon has been answered by the crossing out of the query mark most careful newspaper offices will require no more changing than that shown in Fig. 1; and even in this proof the transposition of the word only and the substitution of Fourth for Main were made necessary because the copy was wrong not because the printer erred. Nevertheless, even MMt&4 =/ t P/ain Piano Tajc Why don't you settle that much- mooted question in your family by buying a piano? Talking about itwon't putit(m^) r :o you/home will not stop the^rap portunities of the young folk./ Let's guess why you are pro^ra^. stinating. You want a pianoy^you feel the need of it A but you c^n't spare the money to pay caS^h just now^amjf you think you cansave money by waiting until you can spare it. And you wait and wait. YouJire wrong. No man, no mat. ter what his station in life, can buy a piano in our store for less money by paying cash Jfown than the man who takes advantageJof our little-a-month plan, with inter- est at/p"er\g/cent. a year. - Every piano on our floors is marked the spot -cash price. If/ you want to borrow the money to pay for it we will lend it to you a 6 per cent^ interest a year on th 6 ^ un/paid balance. Cash or time, the price is the same. We will sell yon.any piano you may select. (aT the spqt^cash price]} and give you 20 to 30 months in which to pay for it. Suppose you tried" to save ; the\ money to pay cash. Could you) do it? Woujd you do iy^ Let us talk with you. Come in and see what we have. No tricks, no guessing contei/tsy^ the only one^price, no-commission piano and music house. J. W. JENKINS SONS MUSIC CO. 1013-1015 Walnut jftreet NOW <* V c+ Reduced single-column newspaper advertisement left full of errors to show use of proof-marks Plain Piano Talk Why don't you settle that much-- mooted question in your family by buying a piano NOW? Talking about it won't put it Into your home will not stop the importunities of the young folk. Let's guess why you are pro- crastinating. You want a piano; you feel the need of it; but you can't spare the money to pay cash just now, and you think you can save money by waiting until you can spare it. And you wait and wait. You are wrong. No man, BIO matter what his station in life, can buy a piano in our store for less money by paying cash down than the man who takes advantage of our little-a-month plan, with inter- est at 6 per cent, a year. Every piano on our floors is marked the spot -cash price. If you want to borrow the money to pay for it we will lend it to you at 6 per cent, interest a year on the unpaid balance. Cash or time, the price is the same. We will sell you, at the spot-cash price, any piano you may select, and give you 20 to 30 months in which to pay for it. Suppose you tried to save the money to pay cash. Could you doit? Would you do it? Let us talk with you. Come in and see what we have. No tricks, no guessing contests; the only one-price, no-commission piano and music house. J. W. JENKINS' SONS MUSIC CO. 1013-1015 Walnut Street FIG. 3 Proof after correction 14 PROOF-READING 9 careful proof-readers do overlook typographical errors, and in such cases the ad-writer must mark them; if he does not, and sends proof back with his O. K. on it, publishers will not be responsible for errors in the published advertisement. Fig. 2 was purposely left full of errors, in order that the use of most of the proof-marks might be illustrated. This proof, as it is shown in Fig. 2, is ready to go back to the composing room. Note the indorsement by the writer, calling for revision. Fig. 3 shows this advertisement after all the corrections called for in Fig. 2 have been made. If Figs. 2 and 3 are carefully compared, the use of each proof-mark will be made clear. Note how orderly the marks in Fig. 2 are placed in the margins; the proper marks are opposite the lines containing the errors. This is always the better plan where there are many corrections. 14. Figs. 4 and 5 further illustrate this method of marking. In this case, a page of text matter is used; and Fig. 4, like Fig. 2, is purposely left full of errors in order that the marks used by the proof-reader may be illustrated. This proof has been read by the proof-readers but has not been given attention by the ad-writer. Note the women read query. This is written by the proof-reader and is addressed to the ad-writer. Do not fail to answer all such queries on proof, but do not answer a query of this kind by writing O. K. by it, for the printer would be puzzled as to whether the original or the suggested change was all right. If the ad-writer accepts the suggested change, he should let it stand and be sure to draw his pen through the query mark, and that only. If he does not accept the change, he should draw his pen through both the query and the suggested change not rub them out. If the query makes no suggestion, but merely questions the accuracy, draw a line through the query in case the queried statement is correct; if it is not correct, make the proper change. See Fig. 1. Here the proof-reader queried the word Hydrochinon. He was not sure of the spelling of the word in the copy. As it was set right, all that the ad-writer had to do was to draw his pen through the 9 PROOF-READING 15 query mark. It is the practice of good proof-readers to put a ring around queries like \_O, K. f] , so that if the author runs his pen through the question mark, there will be no danger of the printer, by error, setting up the letters O. K. as change of copy. Such stupid errors have happened as the result of the proof-reader's failure to use the ring. In good printing offices, it is generally understood that all marks, instructions, and suggestions written in the margin of a proof and enclosed by a ring or by brackets should not be considered as copy. If the proof-reader, in addition to querying, suggests a change of wording, it is better not to ring the suggested words, for in such a case the printer may not regard them as copy in case the query is crossed out. The sugges- tions in this paragraph apply more properly to the regular proof-reader than to the ad-writer, but are introduced in order that the ad-writer may better understand the work of the proof-reader. 15. The remark applied to Fig. 2 applies also to Fig. 4; that is, that no good printing office would send to an ad-writer a proof requiring more than a fraction of the cor- rections shown. But it is necessary for the ad-writer to become familiar with all of these corrections in order that he may be qualified to mark correctly any proof that may come up in his work. Fig. 5 shows the page after correction. 16. Marking Proofs of Wide Measure. A method that may often be adopted with advantage where there are many corrections in matter set in a wide measure, is to draw a light, perpendicular line through the middle of the proof, from top to bottom, and to mark in the left margin all errors found on the left of this line, while those found on the right are marked in the right margin. -This plan will systematize the locating of the error both in correcting and in revising, and will materially reduce the confusion that results when a large number of errors must be marked within a small space, as, for example, in a page of solid 6-point type. J> Why Wom^n Read Advertisen^ts <&r.t That women read advertising is every where acknowledged. The question why they do so brings^^ us_^, into ^interesting discussion of certain elements in modern life. The first reason that makes a wom/nj^dj business announcements is, that they are so attractive to her eye. Illustrated with skill and art, they induce her to inquire into the nature of their contents, and, once a reader, their interesting discussion of why various Jur>~~ articles are essential to comfort, health, or happine^, makes her a reader forever^ The Q ^ advertisement writer of to-day has secured, X ^ through practice, a skill in making business "subjects attractive that is truly wonderf ufo it J/ ^ competes witb^iterature in itjs power to attract Q and hold the attention At me same time the cost of advertising space (107) made brevity so . necessary a feature of mas) advertisements ^^ th'at ^every u 'unessentiaT~"^vordZbr matter ^ must be eliminated.^ (Then, too, things are talked about in such a pleasing conversational style. The announce 'autocrat of the breakfast table." They actually "talk^, In a word, (woman reads^) advertisements first of all because they are so interesting to read. ,The woman, having become a reader of advertisements, soon recognizes the benefit of the practice. It puts her in relation with the 0*4~1 bespat the lowest prices. This latter -feature . is one that almost every keeper of a"hous"4 |=) hold cannot afford to overlook Confined, as she is, to limited incomes^ and desirous, as j/ every good woman is, to make every part o, the home attractive, she is intelligent enough^ to immediately recognize that by doing hej>- shqping with least expenditure she is enajb;^ lea to purchase a host of articles that othei;> wise would be beyond the money at her^ [jdisposahMahin's Magazine.-^ . - FIG. 4 Proof showing proof-marks in practical use in bcdv matter Why Women Read Advertisements THAT women read advertising is everywhere acknowledged. The question why they do so brings us into interesting discussion of cer- tain elements in modern life. The first reason that makes a woman read business announcements is, that they are so attractive to. her eye. Illustrated with skill and art, they induce her to inquire into the nature of their contents, and, once a reader, their interesting discussion of why various articles are essential to comfort, health, or happiness, makes her a reader forever. The advertisement writer of today has secured, through practice, a skill in making business subjects attractive that is truly wonderful ; it competes with literature in its power to attract and hold the attention. At the same time the cost of advertising space has made brevity so necessary a feature of all advertisements that every unessential word or matter must be eliminated. Then, top, things are talked about in such a pleasing conversational style. The announcements of Wanamaker or Saks, for instance, often remind the writer of cer- tain features of -the writings of Dr., Holmes, the delightful "autocrat of the breakfast table." They actually "talk." In a word, women read advertisements first of all because they are so interesting to read. The woman, having become a reader of advertisements, soon recognizes the benefit of the practice. It puts her in relation with the best things offered, and enables her to pur- chase these at the lowest prices. This latter feature is one that almost every keeper of a household cannot afford to overlook. Con- fined, as she is, to limited incomes, and desir- ous, as every good woman is, to make every part of the home attractive, she is intelligent enough to immediately recognize that by doing her shopping with least expenditure .she is enabled to purchase a host of articles that otherwise would be beyond the money at her. disposal. Makings Magazine, FIG. 5 Proof after correction 18 PROOF-READING 9 17. In reading the proof of complicated work of wide measure, such as a half- or a full-page newspaper advertise- ment, it will sometimes be found more convenient to mark the corrections very plainly in a white space near the error, rather than in a distant margin. This may in some instances facilitate the work of both compositor and reviser; but in all ordinary reading matter the marginal markings should be used. See foot-note under Art. 4. OTHER IMPORTANT CONSIDERATIONS 18. When several errors occur in one word, it is better to rewrite the full word in the margin than to correct the mistakes separately. A wrong letter in a word is noted by drawing a short, perpendicular line through it, and making another short line in the margin, alongside of which the right letter is placed. With whole words, a line is drawn either through or around the wrong word, and the correct word is written in the margin. 19. When a cut is improperly placed in the text that is, is upside down or lying on its side it is customary to 'indicate its correct position by writing in the margin near the cut the words [Reverse cut] or \_Turn cut]. 20. Write plainly and avoid erasures, in order that the corrections and changes may be perfectly clear to the printer. A little extra care will obviate the necessity of another proof, and will save trips to the printing office, telephone calls, etc. See that border and rules join neatly. Printers are not always particular about this point. Do not be alarmed if a letter shows faintly on the proof or if the letters on the ends of lines are not exactly level with the other letters in the line. If the right letter is there, never mind the faintness. The defects are caused by the type not being securely tied up, or the type may be slightly "off its feet," both of which faults are remedied when the type is locked up in the form. Watch particularly for errors in prices. Many printers will 9 PROOF-READING 10 put punctuation marks at the ends of display lines even if the copy does not call for them. This is because it was the universal style in former years to put marks at the ends of display lines. Punctuation is no longer generally used at the ends of display lines. Wrong-font letters are rather difficult for an inexperienced reader of proof to detect, but they should always be cor- rected. If there is doubt whether the letter is of a right font, always query \w. /. ?] , so that the printer may give it attention. Never erase marks or comments by the regular proof-reader; approve, change, or cancel them. A SERIES OF QUESTIONS RELATING TO THE SUBJECTS TREATED OF IN THIS VOLUME. It will be noticed that the questions contained in the fol- lowing pages are divided into sections corresponding to the sections of the text of the preceding pages, so that each section has a headline that is the same as the headline of the section to which the questions refer. No attempt should be made to answer any of the questions until the corre- sponding part of the text has been carefully studied. GENERAL DEFINITIONS EXAMINATION QUESTIONS (1) What is advertising? (2) (a) What is the difference between local advertising and general advertising? (b) Name a large general adver- tiser. (3) (a) What is the principal difference between mail- order advertising and retail advertising? (b) Name a large mail-order advertiser, (c) Name a retail advertiser and mention his business. (4) Name the usual selling forces that enter into the marketing of merchandise. (5) Describe, in your own words, the qualifications of a successful advertising man. (6) Name the principal methods of marketing. (7) What advantage is gained by selling direct from manufacturer to consumer where it is practicable to estab- lish such a plan? (8) What is sometimes the retailer's purpose in offering certain articles at an unusually low price? (9) Mention some of the things that the mail-order advertiser may ask the consumer to do in order to bring about a sale. (10) Suggest how an ad-writer may learn the tastes, needs, etc. of prospective purchasers of an article. (11) Name the principal classes of mediums. 1 2 GENERAL DEFINITIONS 1 (12) (a) What are the functions of a complete adver- tisement; that is, an advertisement designed to close the sale? (b) Is it wise to have every advertisement embody all of these functions? If not, why? (13) What is a selling point? (14) What would be a strong selling point for: (a) soap? (b) a choice tea? (c) a combined stain and varnish sold in small cans? (15) (a) Give an original example of a general claim. (b) Give an example of a specific statement that covers definitely the point or points of the general claim. See Art. 59. (16) Name the various sources from which information about the selling points of an article may be obtained. (17) Cut from magazines or newspapers advertisements of the following four classes: (1) An advertisement of a manufacturer in which the reader is told or expected to go to a retailer to buy an article; (2) an advertisement in which a manufacturer or a mail-order dealer offers to sell direct to the consumer; (3) an advertisement in which the object is not to close a sale but merely to interest and obtain a request for a booklet; (4) an advertisement the object of which is to induce the reader to come to the advertiser's retail store to buy the article. Paste these advertisements on a sheet of paper, number them 1 to 4, and write at the side of each the chief seljing point of the commodity advertised. COPY FOR ADVERTISEMENTS (PART 1) EXAMINATION QUESTIONS ( 1 ) (a) Into what two general classes may all advertising copy be divided? (b) What is the principal difference between these two classes? (c) What seems to be the present tendency as to change in the style of copy? (d) What may be said in favor of the informing style as compared with the reminding style? (e) Why is it unsafe to follow invariably the style of copy used by well-estab- lished advertisers? (2) Name the six components of copy. (3) (a) What are the requirements of a good heading and what should it include? (d) Tell the different forms a heading may properly take as to style of expression. (c] Give an example of an interrogative heading; and also one of a direct-command heading, (d) What is a blind head- ing? (e) Would "Take Off Your Shirt" be an appropriate heading for an advertisement of a sale of men's $2 shirts? (4) Write headlines of not more than seven words each for the following ad-subjects: (a) A carload of first-class Irish potatoes to be sold at 12 cents a peck; (b) a sale of odd sizes of Panama hats at $3 each; (c) a gas company's argument for cooking with gas; (d} a $5 safety-razor outfit that includes twenty-four blades; (e) a new lot of women's and misses' spring jackets. (5) (a) When should subheadings be used? (6) Men- tion several different forms of subheadings. 2 2 COPY FOR ADVERTISEMENTS 2 (6) (a) When is an introduction to an advertisement advisable? (b) Name an article about which a brief intro- duction could be appropriately written before the description. (7) How is desire for an advertised article created?- (8) What danger is there in introducing a large number of selling points when some of them are not particularly strong? (9) When several articles are to come under one head, as in a department-store advertisement, and the articles are much alike, what plan may be followed to economize space? (10) (a) Why is price usually an important component of an advertisement? (b} Mention a case where it would not be advisable to advertise the price, (c ) If a typewriter that can do the same work as a $100 machine could be sold for $40, how should the price be advertised? (11) Mention a selling point that is always good. (12) What class of selling points besides those of the article itself is very important? (13) (a) What is the value of the admonition? (b} Write several different forms of admonitions. (14) Write for a large grocery and meat store, an intro- duction of not more than 150 words for an advertisement to be published just before either Thanksgiving Day or Christ- mas. Write only the introduction but create a seasonable spirit and compel attention for a following list of good things. (15) '(a) Write a terse description of some familiar article of merchandise (you may choose something that you have purchased for yourself), giving only the chief points. (b) Write another description, giving full details of both general and individual selling points of the same article. Give both descriptions a heading. (16) Make a careful study of the Shivers advertisement shown in Fig. 25, and then name all its strong points. Suggest, also, any change or addition that would strengthen the advertisement. COPY FOR ADVERTISEMENTS (PART 2) EXAMINATION QUESTIONS NOTE. Before writing the advertisements called for in questions 9, 10, 11, and 12 the writer should avail himself of all the sources of infor- mation mentioned in General Definitions that are open. Where pos- sible, study the article itself or a similar one, and talk with those who make it, sell it, or use it. Refer to any catalog that contains descrip- tions or points applicable to the article to be advertised. It is a good plan to write for the catalogs of mail-order dealers and manufacturers that are offered in advertisements. To assist in writing the required advertisements, a number of the problems give a suggestive outline of selling points, but in no case should the advertisement be constructed entirely out of this material or should the language be copied slavishly, for success in advertising depends largely on the ad-writer thinking for himself and developing a creative, investigating spirit. For instance, before writing the butter advertisement required in this examination, a thorough study of the subject of butter should be made. Use the outline of selling points only as a basis. Sometimes an encyclopedia will give some valuable information. Most libraries have reference works and magazine files that are occasionally very useful. Until the Layouts Section has been studied, no effort should be made to lay out copy for the printer, nor should the kinds of type and borders to be used or even the size of the advertisement be specified. Therefore, in answering the questions and preparing the advertise- ments required in this examination, use plain paper and write on only one side. One of the sheets containing the Analysis of Selling Points and the Copy Summary should be returned with each of the four advertise- ments, attached to the sheet or sheets on which the advertisement is written. For example, before writing the advertisement required by question 9, take one of the Analysis and Summary Sheets and check off and write down the selling points. Answer the Copy-Summary questions that can be answered before writing the advertisement, and answer the other when the copy has been written. After the advertise- ment has been written, attach this Analysis and Summary Sheet to the sheet or sheets containing the completed copy for the advertisement. In writing copy, put on a separate line any word or words such as a main head that is intended to occupy a separate line in the set-tfp advertisement. 18 Thai writer dots the mod who jives his reader the most knowledge and takes from him the least time.-G>fton ANALYSIS OF SELLING POINTS Before attempting to writ* copy for an advertisement, study APPEARANCE. in assembli high-grad pleasing? gracefulf mviting? ? guaran .^, ~ -vart custo quarter sizes? large assort m MM 1& le," or "superior," to put all the selhng points o! an article i advertisement; often it is best to include all the selling points in advertisement, but sometimes, where there are many selling points, i better lo have a series of advertisements, with one or two strong poi AROMA COU)R nck>u? delicate? good? *wSr -s? uicy? /fresh? ? fragrant? delicate? pungent? " ~* smooth? polisned' silkyf soft? heavy? light? solid? large? small? ^ medium? long? long? short? should " 'lete advertisement to be most effective, should at , , create desire, carry conviction. / nspire confidence, and influence the reader to buy Attracting favorable Mention and .wakening ,nt f ,t : ", accomplished by appropnate head- d try to have your order of arrangement as complete advertisement, to be most effective, should J^TEJUAL ----- high.graT? /s lec ? good ? imported ? ' faShlOnlbU! ' ""' u- long superior? expert? priced? hand-made? /home-made? u made? guaranteed? /manufacture, of s several cheaper articte? dme and' the artlc'le'has' merTt^he reader mTy be Educed 'to buy or"to Investigate further, by stating the pnce. by explaining why it is a proper pnce. by giving the terms of payment, if necessary, or by offering to can be found, that is. firm name and address Such special informa- mation as telephone number, free delivery offer, etc . should follow. It is often advisable to make a < :: ^RELIABILITY. users' sold by best dealers? / ban'k'refeVeT""' " ' *"** ' '""" '" businMI? ..1, pur.made. cean /careful packers? governmentinspected /fresh? /air- and dirt-proof package? /no harmfulpreser- Copy Summary Before Writing Copy, Answer These Questions to Your /" I By what plan is the article or service to be sold? (Is a retailer on retailers' I What class of prospective' purchasers am I trying to influence J (Men or women? Crty'people or country people, / 3 ( J 4. In what medium is the advertisement to appear? (Newspaper 'ell-uxio. ing of these V 9 Would illustration strengthen the copy? If so what style and 11 Is it best to try to have the advertisement complete the sale. o, must this be left to ^salesman or to a catalog. bookle,%,c ' If the o complete the sale, what is the strongest closing PLEASURE... EDUCATIOH.. /PRICE SEIUHGPLAJI ...... es"he2th? y service? roves culture? , r mVrke/' Vno sent on receipt of price ? COD withpnv,- lege of exammatioh > goods sent on tnal > freight or express paid' money back if Additional Of Special Selling Points above ,, ^ no , , . . _ After Writing Copy, Answer This Question *^ ^>^^, J L^, AJ.;*.*_ ^uft'l^L.fr, Is the copy dear, concise, complete, truthful, interesting. > Vta^U '. t*ad, uLtJ, iJh.tn/ CgA \ toiJlLr* lMttm*i ud properly paragraphed I . f ^ .^ fc ^ _ ^ FIG. I 3 COPY FOR ADVERTISEMENTS 3 Fig. I shows the analysis form for the sausage advertisement with the list of suggestive selling points checked off and the additional sell- ing points added. Fig. II shows the completed copy as it appeared when ready for the printer. These two examples illustrate how the work on questions 9, 10, 11, and 12 should be prepared. It is not expected, however, that the work will be typewritten, though a typewriter may be used if the ad-writer has one. The answers to the questions of the Copy Summary should be written concisely, and the sheet of paper attached to the Analysis Sheet. It is not necessary to copy the ques- tions; just give each answer the same number as the question. Writing out the answers will aid greatly in producing strong copy. The work sent in answer to questions 9, 10, 11, and 12 should be original. No copying of the language of published advertisements is permissible. Our Home-Made Pork Sausage is the moat delicious you ever tasted. No more like the packing-house article than chalk is like cheese. Has the true home-made flavor, and contains nothing but selected fresh pork (no scraps) and purest spices. Not overseasoned; just right. Always fresh; we make it every day, dust as we have done for 20 years. Our clean kitchen is open to visitors. Cobb's sausage costs no more than oth- ers. In the case, or loose, in 1-pound sealed packages, per pound, 15c. Six deliveries daily. Telephone us to leave you a trial pound today. COBB & CO., 461 Palfry Telephone. 20 Uain FIG. II (1) Rewrite the following sentence in plain, clear, lan- guage: "Now let us tell you that these magnificent pairs of feminine footwear will be offered regardless of value at the most ridiculously low figure of $2.25 a pair on Wednesday morning, those coming first getting the first selection, the sale opening at 9 o'clock." (2) Suggest a bargain offer by writing a logical reason why a lot of men's $1.50 shirts will be sold for $1 each. (3) Cite an example of: (a) a timely advertisement; (b) a seasonable advertisement. (4) Write six synonyms for excellent. (See Art. 22.) (5) Why is it so important to study the commodity and 4 COPY FOR ADVERTISEMENTS 3 the people to whom it is to be sold before attempting to write - copy for the advertisement? (6) (a) What particular points should be kept in mind when advertising to women? (6) What points when adver- tising to men? (7) Suggest a good catch phrase for a store that handles nothing but articles priced at 10 cents. (8) Give a strong selling point for: (a) a shoe; (6) a high- grade flour; (c) a restaurant; (d) a piano; (e) a wagon manu- facturer that does a large business and sells his wagons direct to the consumer. (9) Write an advertisement of between 100 and 200 words to sell butter made from the milk of a herd of Jersey cows. This breed is one of the best for good butter. These cows are cared for in the most careful manner, their surroundings are sanitary, and they graze on clover during the summer and are fed on ensilage during the winter. The cream is taken out by modern cream separators and the result is butter of a much finer quality than the average. The butter is for sale every Wednesday and Saturday, at 40 cents a pound, by William Mason, Main Street Market. The amount for sale on each of these days is 100 pounds. (10) Write an advertisement for the Piedmont Furniture Company, of Statesville, N. C., of not more than 150 words to bring about the sale of their red-cedar chests, by mail. These chests are handsomely made of solid red cedar, in several sizes, and are dust-proof. They are used for stor- ing furs, woolens, and fine clothing to protect against moths. The cedar odor is pleasant not like that of moth balls. The cost of a chest is very little more than the charges of a season's storage in a vault, the prices ranging from $11 to $27.50. The manufacturer ships direct from factory to consumer, and he is so sure that these chests will give satisfaction that he is willing to refund the price to any who buy them and are dissatisfied. It might be well to mention the suitableness of these chests as presents. 3 COPY FOR ADVERTISEMENTS 5 (11) Write a general magazine advertisement of not less than 100 words for Imperial coffee, a high-grade Mexican coffee grown by the Mexican-American Coffee Company on its own plantation and picked from mature trees on the highest altitudes (these produce the best coffee). This coffee is roasted in roasters that allow very little of the aroma to escape, and is packed in air-tight, screw-top, tin cans. The price of this special brand of coffee is 40 cents a pound and it is sold through high-grade grocers not direct to consumer. (12) Write an advertisement of not less than 150 words about some article that you have used or one whose selling points are familiar to you. NOTE. In answering question 4 combine the synonyms for excel- lent with appropriate nouns; thus, superior leather, 'capital coffee, and so on. CORRECT AND FAULTY DICTION EXAMINATION QUESTIONS (1) Rewrite the following paragraph, correcting the errors and changing the language so as to make it concise and to have the intended meaning clear: In order to write a effective advertisement upon any subject in the world, first study it thorough, after which assemble each and every one of the selling points and then decide which shall be included in the advertisement and what will not be included in the advertisement. Choosing for the heading that point about the advertisement that is most probable and liable to draw attention and interest. (2) Rewrite the following sentence in a clear, concise style: As the inclement weather still continues on, we arrived at a decision at an early hour this morning to postpone the auction until some time in the future. (3) Rewrite the following sentences, correcting any errors they may contain: (a) Between you and I, I doubt it. (t>) It is me. (c) There is no objection to you going. (4) Which is the better of the following? (a) The cloth's color. (b) The color of the cloth. (5) Why are the following expressions incorrect? (a) The more healthier a person is, etc. (b) This suit is warranted to wear good. (c) He divided up the money between the three. 14 2 CORRECT AND FAULTY DICTION 4 (6) Which of the following sentences is correct, and why? (a) Filing and indexing is easy work. (6) Filing and indexing are easy work. (7) Correct and rewrite the following sentences: (a) This dresser and this chiffonier is to be sold cheap. (b) It is somewhat risky to unconditionally guarantee. (c) This is a tasty design. (8) Explain the proper use of shall, will, should, and would, giving examples. (9) Decide which is the better of the following sentences and explain why it is the better: (a) A check which I signed was lost. (b) A check that I signed was lost. (10) Why is the sentence, "He don't know nothing," incorrect? (11) Correct and rewrite the following sentences: (a) He acted awfully funny. (t>) Get your lady friend a ring. (c) The majority of these are sold. (d) I only saw three men. (f) The price is one dollar per pair. (/) I will come, providing he does. (g) There ain't no reason for it. (12) Explain the difference in the meaning of the fol- lowing pairs of words and write sentences illustrating the correct use of each word: (a) May, can; (b) like, love; (c) likely, liable; (d) farther, further; (e) consider, think; (/) accept, except; (g) principle, principal; (h) its, it's. (13) Criticize the following sentence, pointing out each error, and explaining why it is an error. Then make a revised copy. It is every advertiser's duty to get the greatest value out of space purchased and their own fault if they do not not do this, it is valuable and should contain an interesting and convincing sales message. PUNCTUATING AND EDITING EXAMINATION QUESTIONS (1) Copy the following, inserting the appropriate capi- tals and marks of punctuation and correcting any present punctuation that may be wrong: (a) these new mahogany toilet stands are dreams of beauty and are all of the simple substantial designs now deservedly so popular those who have seen them are delighted. (b) These toilet stands are in french and colonial styles have the tall oval mirrors that are graceful as well as con- venient for viewing sitting or standing and are polished and finished to perfection. (c) Napoleon said Sentiment rules the world while its true that sentiment gives a certain charm to the antique and puts a sentimental price on it still there is a practical side to the question there are thousands of fine furniture lovers ready to pay the sentimental prices for antiques could they find them but there's the rub the supply cannot meet the demand To be sure modern skill cannot make a piece of furniture one hundred and fifty years old but it can study an old 4 post bed for instance that dates back a century and a half and reproduce it so closely that the sturdy old cabinet- maker of our great-great-grandfather's day couldn't tell "one from t'other." (d) For this Christmas trade we have bought unusually high grade umbrellas such as will please men of the most exacting taste The silk is pure and strong the frames light and close rolling the handles are truly art works exquisitely 5 2 PUNCTUATING AND EDITING 5 carved woods old ivory with rich silver decorations and curious designs in natural wood There is no better present for a man than one of these and the gift will be conspicuous for its elegant quality. (e) truth is one of the most important, and necessary principles of advertising, indeed it is so necessary to adver- tise the truth and so dangerous to advertise something different that it might be considered the most important principle of all. truth in advertising does not mean reveal- ing all the secrets of a business, some facts are better left unsaid, neither does it mean a shrewd manipulation of language, that may be perfectly true in its direct sense but wholly false in the impression it makes on the public mind. If truth is a valuable quality the simpler and clearer it is spoken the greater and better are its results. After all advertising is of little value if it is not believed and the more it is believed the greater are its possibilities so that one of the first aims in writing is to get a fast hold on public confidence, truth accomplishes this, truth does not permit a store to claim superiority at all times on all things. The world has become too well educated even to consider such a claim. In fact statements of this class belong to the purple ostrich business. They stamp an advertisement at once as an exaggeration and even if part of it is true the reader doesn't believe it. truth can't be twisted. It is a straight line and it is the shortest distance between fact and credulity. It is a necessary factor in any business that hopes to live in the 20th century; If there is one thing more necessary for a business than truth telling it is having truth that is worth the telling. (/) May we send one of these sets of books on approval remember that we want you to return the shipment at our expense if you are not pleased, You take no risk we take it all. (g) The tub is of best white cedar thoroughly seasoned the four hoops are of heavy galvanized wire electrically welded. The mechanism is all closed from the top, no ice can get into the cogs the youngster can turn the freezer without danger of having his fingers caught. 5 PUNCTUATING AND EDITING 3 (7z) The half-leather binding see page 26 paragraph 5 will make the set cost you $45. (z) There are a number of things, to be considered namely the price the time of delivery and the guarantee that the makers are willing to give. (2) Copy the following sentences, and expressions, using the hyphen, making solid compounds, or writing words separately, in accordance with the rules given: (a) This first class piece of broad cloth is a high grade bargain at the price we offer it. () These finely illustrated books may be purchased with twenty one dollar payments. (c) A 2 pound can. (d) A single breasted jacket. ( proof of his own copy? (5) Why is the method of indicating corrections in an orderly manner directly opposite the line containing the errors to be preferred where there are many corrections? (6) On the next page is copy for the matter set up as Exercises I and II. Compare this copy very carefully with Exercises I and II, and indicate by the proper marks what corrections should be made in the two proofs. Exercises I and II are then to be returned for criticism. (7) Exercise III shows the proof of a panel of a depart- ment-store advertisement as it came to the ad-writer after a hasty reading in a newspaper office. Assume that it is 19 COPY FOR EXERCISE I This Stylish Three Button Sack Suit is to be THE thing with the young fellows this fall. In one of the new brown effects it will be simply stunningthat is, if it's one of ours. Medium-long lapel. Coat just long enough to have the dignified ''dressy 11 appearance. Note the distinctive cut of the front. Made to Measure for $15 We'll hand-tailor character and individuality into the shoulders and curve the waist line just enough to make it becoming. Manly young fellows don't like the overdone effeminate touch of the ready- made coat. Come in and get our Fall Style Book and samples of new fall suitings . Open Monday, Wednesday, and Saturday evenings. Green & Brown 1032 Market Street COPY FOR EXERCISE II HARMONY AND MODERATION IN ADVERTISING TYPE The typographical appearance of a newspaper has a great deal to do with its success, both as a newspaper and as an advertising medium. It lies within the power of every newspaper to be attractive and in good taste, typographically. Typography is an art in which is con- centrated the best that the art of all previous generations has learned of form and effect. The type foundries are today casting faces of type that fulfil every requirement of artistic typography. and it lies with the newspaper to select harmonious faces, that will give the most attractive appearance to the paper, when used day after day in varying combinations. The Star has from year to year made' a number of purchases of new faces of type, selecting the effective and attractive styles. The Star's policy in reference to type is to select only that which enters into the harmony of the paper. The typographical harmony of a newspaper is like harmony in music or architecture. It is a funda- mental, attractive force, without which all the rest is ineffective. The note to which the harmony of The Star is attuned is' 'modera- tion. ' ' It is only by the use of type of moderate size that all the pages of a newspaper can be made attractive. Type that is gro- tesquely large or illegibly small has the worst sort of effect on the general appearance of a newspaper. When a newspaper's type is of moderate size and is harmonious, the eye easily grasps the facts and figures set forth in the type, and reading its advertising pages becomes a pleasurenot a task. News- papers that neglect harmony and moderation in the use of type are constantly driving the reader away from the advertising columns. It is the constant purpose of The Star to attract the reader to all its advertising columns. The first purpose of type is that it shall be read. Therefore, in selecting its type. The Star has sought always for type that is not only attractive and effective but also legible. Type may be illegible from any one of a number of reasonsbecause it is too small, or because the letters are not cut in conformity with the rules of legibility, or because it is too large. That type may not be easily read on account of being too large seems like a paradox, but it is not a paradox. The process of reading is largely photographic; the eye takes in at a glance that which lies within its focus, and of course the nearer the object, the narrower the focus. The eye will take in 10-foot type a block away, or two blocks away; it will take in easily type a foot high when it is across the street on a signboard, or type 3 feet high when it is a block away in an electric light; but the eye does not easily read a type that is an inch -high when the type is within a foot of the point of vision, for the simple reason that the eye cannot physically focus itself to take in at that range words composed of type of that size. COPY FOR EXERCISE III Smartly Tailored Suite Specially Priced tylish suits, both imported and American-made. All models worth while are here. What is the use of worrying about how a suit will "turn out"? Try on one of our modelsall of them the work of skilled tailors and you will know at a glance the cut, fashion and becomlngnesa of the suit. Three groups, described below, claim the place of honor today. We may lay special stress on the smart lines of the suits at $27. The cut of the coat tends to give slenderness ta the figure. It may be just the ooat you are looking for. \ ; r g" lar ly *30 Tine cheviots and broadcloth suits, made with smart, mannish sack coats, bound with braid, or 36-inch semi- fitting, single-breasted jackets, seams strapped, beautifully tailored, finished with rows of stitching. The skirts side-plaited, finished with bias fold. AM25^ regularly $35 Velveteen suits, made with hip-length, double -"breast ed jackets, trim-led with braid, lined with a guaranteed satin lining for two seasons. Skirts side-plaited, trimmed with braid. At $27, regularly $37.50--Suits of fine broadcloth, made with a 36-inch, double-breasted jacket, the new ffjJtti( front, giving the tapen ing waist effect, inlaid collar and cuffs of velvet, skirt side-plaited, with front gore forming plai ted panel . Third M.oor, Old Building. 4 PROOF-READING 9 proof of copy that you had sent. Answer the queries; do not try to edit the language, but correct any positive '..rror that may have passed unnoticed in copy, and look carefully for errors in the proof that have not been detected and marked by the newspaper proof-readers; indorse the proof properly. Then return the sheet for criticism. On the pre- vious page is the original copy sent to the newspaper foi this panel. The sizes of type in Exercise III were those called for by the directions on copy; they appear somewhat small on account of the reduction in photographing. In answering the query about price, you may assume what the original figure was; and you may also assume that the obscurely written word in the copy is "shield." H x. 8 .t WJJn>. >>. l^i~jjfi c . a >, iuctive 5 'c u g 0) -u .2 o 1 S tJD t i OQ I 2 5 be II iPtll P 1 iS.ll!! a 5 | LO ^.2^ |* nr o ^3 cu - S.5 *r ^ ,,^8 S i O j; VM 1-1 o * O ^ H 8 S?*^> rXO -S^^^O ^ * 5P **4 o^ .c?2 O X3 *>e a ~ 3*5 Jlfj S8|-l 3 D-5 3 8i!? aj3 o o 3*1! spl fc S H H si -3 O o O pfl ii |||s u m* II o 5 ^ a *j O .2 - o 3 o ^1 I of io n g * S 73 ^ a .2 .s 2 -llja a ll ^ ^-< . o rt -B 1 1> Ctf ^f. A ta a c3 IH -2 .s* S, & g rt PI 2 5 1 u a _s rt "d ^tn J"S 1 S l ll 4) r fli - w o I rt -^ /n "- 1 ^ 13 .!2 ** a ~. c rt 43 0) ^ 00 1 p< attractive force, without which ; which the harmony of the star by the use of type of moderate can be made attractive. Type' Stt u I t p rt> ji; 1 ^ a M newspaper. When a newspaper's type is o the eye easily grasps the facts reading its advertising pages b papers that neglect harmony a contantly driving the reader aw It is the constant purpose ( of its advertising columns. lis-s^ 3 ctive ne o rt a, jj >>* 3 So hi 8JS> Silfi! |i-i|! * I lull S^^3 a bfl .S " X) ?|1? g|.2ll| a ai S g S Jissil |;!l!i 2 *j.a >.a o linn ^^-5^1 in in c p w SI! III! m Iff! o o> 0.0 o "o J2 US' 4) ""1T3 *o 'O '5> oi s c I.*T 3 , o ba I si S I S 3li^i a -s ^ g G <^,^Stci 2 w a) os .S fe a3 -S "^ g EH Q M-. "rt CO S o 2 2 s - g os (n G . practical wo who can fi will ne table. TT rr\o j sllSfs IHiM E H w ?5|$ftll8J w w m8n x inm ' tt|araw WBSW| !S; 8 ,; , ^ a \ , n .S a | 31 . . , . 55 85 R?'8fia| S^SSSiJl-RI^SSH? |S5S^ S^SSS J IT ^ N?s S ' as!sl SIJ3S R I SSHS 8 !^!!^ 8 !^!!^ 5 ! afSSS*] i5SS3 R l ^ J S2{;S Mir5Ka> oo Sob" _l v^. O R ' S 3dAX JO 3ZIS INDEX NOTE. All items in this index refer first to the section (see the Preface) and then to the page of the section. Thus, "Abbreviations, 5, p24," means that abbreviations will be found on page 24 of section 5. A and an, Use of, 4. p36. Abbreviations, 5, p24. Address, Method of using an, 2, p43. Adjectives as antecedents, 4, p6. for adverbs. Misuse of, 4. p!7. Order of, 4, p!3. Redundant, 4, p48. Rules for comparing, 4, plO. Admonition to reader, 2, p40. Adtype exhibit of type sizes, 7, p62. Adver Condensed exhibit of type sizes, 7, P 60. Adverbs, Comparison and position of, 4, p!4. for adjectives. Misuse of, 4, p!5. Advertisement, Definition of, 2, pi. in type, Example of, 6, p7. Advertisements, Complete and incomplete, 1, p24. Components of, 1, p25. Examples of constructing, 3, p31. Functions of, 1, p22. in series, 3, p47. Advertisers, Qualifications for, 1, p5. Advertising, Definition of, 1, pi. faces, Requirements of, 6, plO. Humorous, 3, p!6. mediums, Definition and classification of, 1. p21. Relation of, to the other selling forces, 1, p3. space, Method of measuring, 6, p28. type, Best use of, 7, p3. work, Persons concerned in, 1, p4. Ad-writer and printer, Relation between, 8, P 18. -Writers' Chart, Directions for using, 8, p2. Agate line, Method of measuring advertising space by, 6, p28. type, Definition of, 6, p!2. Alliteration, 3, p!5. An and a. Use of, 4, p36. Analyses of model advertisements, 3, p33. Analysis of selling points, 1, p28. And and but, Use of, 4, p20. Antecedents, Rules for use of, 4, p3. Any, Ambiguity of, 4, p!2. Apostrophe, Rules for using the, 5, p!3. Arlington. border, 7, pi 16. Old-Style exhibit of type sizes, 7, p64. Article. Study of, 1, p27. Articles, Repetition of, 4, p37. At length and at last, Use of, 4, p!8. Attention, How attracted, 1, p23. Bargain offer, Value of, 3, p8. Bates numbering-machine advertisement," Method of writing, 3, p42. Be, Misuse of pronouns with, 4, p7. Black-faced type, Method of indicating, 5, p27. Elaine refrigerator analysis, 3, p36. Blind heading, 2, p!5. Body matter, Definition of, 1, p26. matter of advertisements, 2, p20. type and display type. Distinction between, 6, p8. type exhibit of sizes, 7, p!04. type. Methods of indicating, on layout, 8, P 7. -type sizes and synopses, 6, pll. -type space, Method of measuring, 6, p!6. -type width of various sizes, 6, p!6. Bookman Old-Style exhibit of type sizes, 7, plOO. Borders, Exhibit of, 7, pi 14. Exhibit of plain-rule, 6, p24. parallel, double and ornamental, Exhibit of, 6, P 25. INDEX Brackets, Rules for using, 5, p!2. Brass rule. Exhibit of, 7, pi 12. Brockton border, 7, pl!7. Bulfinch border, 7, pi 17. Old-Style body type, 7, p!08. Old-Style exhibit of type sizes, 7, p!02. Business advertisements, 3, p28. But and and, Use of, 4, p20. Calculating body-type space, 6, p!6. Capitalization rules, 5, p!5. Capitals, Method of indicating, 5, p27. Caret, Rules for using the, 5, p!4. Case of pronouns after prepositions, 4, p8. of verbs, 4, p24. Caslon Bold Condensed exhibit of type sizes, 7, P 76. Bold exhibit of .type sizes, 7, p72. Bold Italic exhibit of type sizes, 7, p74. Old-Style body type, 7, pill. Old-Style exhibit of type sizes, 7, p70. Old-Style Italic exhibit of type sizes, 7, p69. Catch phrases, 3, p28. Century Expanded body type, 7, p!09. Changes and corrections in proof, 9, po. Chart, Ad-Writers', Directions for use of, 8, P 2. Cheltenham Bold Condensed exhibit of type sizes, 7, p98. Bold exhibit of type sizes, 7, p96. Old-Style body type, 7, p!07. Old-Style exhibit of type sizes, 7, p92. Wide body type, 7, p!07. Wide exhibit of type sizes, 7, p94. Circles and ovals, How to measure, 6, p20. Classification of advertising, 1, pi. Clearness, Importance of, 3, p2. Cloister Black body type, 7, p!08. Black exhibit of type sizes, 7, p78. Collective nouns, 4, p37. Colloquialisms, 3, p!9. Colon, Rules for using the, 5, p6. Columns and pages of magazines, Dimensions of, 6, p27. and pages of newspapers, Dimensions of, 6, p26. Comma, Rules for using the, 5, p3. Common errors in English, Alphabetical list of, 4, p51. Comparison of adjectives, 4, plO. Comparisons, Double, 4, p!3. Inadmissible, 4, pll. Components of copy, 2, pll. Composition, Benjamin Franklin method of improving, 3, p23. Composition (Continued) Logical arrangement of, 3, p21. Requisites for skill in, 3, p20. Compounding of words, 5, p!9. Concentration, Value of, 3, pi. Conciseness, Value of, 3, p2. Condensed type, Definition of, 6, p9. Confidence, Method of inspiring, 1, p23. Conjunctions, Use and misuse of, 4, p!8. Consumers, How to study, 1, p20. part in sales, 1, p!3. Convex border, 7, pi 19. Conviction, Method of producing, 1, p23. Copy, Arrangement of, for layout, 8, pll. Change in style of, 2, p7. Classes of, 2, p2. Components of, 2, pll. Definition of ,.1, p25. Editing of, 5, p25. Examples of writing, 3, p31. for advertisements, 2, pi. Method of brightening, 3, pi 7. Methods of furnishing duplicate, 8, p!9. realistic, Method of writing, 3, p4. summary, Use of, 3, p31. Value of, 2, pi. 'Corbitt Condensed exhibit of type sizes, 7, P 22. exhibit of type sizes, 7, p20. Correct and faulty diction, 4, pi. Corrections and changes in proof, 9, p5. Correlatives, 4, p46. Gushing exhibit of type sizes, 7, p!04. Monotone body type, 7, p!09. Customer, prospective, How to study a, 1. p20. Study of, 3, p24. Cut, Definition of, 1, p26. in price. Reasons for, 2, p37. D Dash, Rules for using the, 5, plO. Data-built copy, 2, p7. Declarative heading, 2, p!4. Definitions, General, 1, pi. Description, Influences of medium on, 2. p29. Methods of writing, 2, p30. Purpose and amount of, 2, p28. Descriptions, realistic, Method of writing, 3, P 4. Desire, Method of creating, 1, p23. De Vinne Condensed exhibit of type sizes, 7, p40. exhibit of type sizes, 7, p38. Extended exhibit of type sizes. 7, p42. INDEX Dickens exhibit of type sizes, 7, p!06. Direct-command heading, 2, p!5. Directions to printers, Method of indicating, 55. P30. Display, Definition of, 1, p26. plan, Definition of, i; p26. type and body type, Distinction between, 6, p8. type, Exhibit of various faces of, 7, p!6. type, How to determine size of, 8, p!5. -type sizes, 6, p8. Ditto marks. Rules for using, 5, p!5. Division of words, 5, p21. Do, Misuse of, 4, p26. Double borders, Exhibit of, 6, p25. -column advertisement, Definition of, 6, p29. comparisons, 4, p!3. negatives, 4, p45. Duplicate copy, Methods of furnishing, 8, P ie. E Each, every, and no preceding antecedents, 4, P 6. other and one another, Use of, 4, p!3. Edited copy, Example of, 5, p29. Editing of copy, 5, p25. Em, Definition of, 6, p5. En, Definition of, 6, p6. Errors, common, Alphabetical list of, 4, p51. Exclamation point, Rules for using, 5, p9. Extended type, Use of, 0, p9. Extravagant and reasonable statements, 3, p4. F Faulty diction, 4, pi. Figures, Use of, 5, p23. File for advertisements. Use of, 2, p45. Firm name and address, Forms of, 2, p43. Fist mark, Rules for using the, 5, p!5. Folioing of sheets and insertions, 5, p28. Former and latter, Use of, 4, pi 2. Foster exhibit of type sizes, 7, p!6. Franklin method of practice in composition, 3, P 23. French Old -Style body type, 7, p!09. Grammar and advertising, 3, p!9. Graphic border, 7, pi 14. H Had rather, and had better. Use of, 4. p41. Hand - numbering - machine advertisement, Method of writing, 3, p42. Heading or headline. Requirements of, 2, pll. Hearst exhibit of type sizes, 7, p56. High prices, Use of, 2, p34. How, Misuse of, 4, p!6. Human nature, Study of, 3, p24. Humorous advertising, 3, p!6. Hyphen, Rules for using the, 5, plO. I I and we, Use of, 3, p!9. Illustration, Definition of, 1, p26. Inch method of measuring advertising space, 6, P 2S. Index marks, Rules for using, 5, p!5. Indirect sale, Consumer's part in, 1, pi 4. nfluencing the reader. Methods of, 1, p23. nforming copy, 2, p6. nitials, 7, p!21. nland French script, Exhibit of, 7, pi 13. nserting of additional sheets in manuscript, 5, P 28. nterest, Method of awakening, 1, p23. nterrogation mark, Rules for using the, 5, pS. nterrogative heading, 2, p!5. ntroduction for several articles, 2, p22. Purpose of the, 2, p20. Irregular verbs, List of, 4, p30. Italicizing, 5, p25. Italics, Method of indicating, 5, p27. Jenson Italic exhibit of type sizes, 7, p68. Old-Style exhibit of type sizes, 7, p66. John Hancock Condensed exhibit of type sizes, 7, p86. Hancock exhibit of type sizes, 7, p84. Hancock Extended exhibit of type sizes, 7. p88. General advertising, Definition of, 1, p2. publicity. Definition of, 1, p2. Goods, Study of, 1, p27. Gothic Condensed, No. 1, exhibit of sizes of type, 7, p34. No. 1 exhibit of type sizes, 7, p32. No. 8 exhibit of type sizes, 7, p36. Language, Beauty and harmony in, 3, p21. Latter and former, Use of, 4, pi 2. Laureate exhibit of type sizes, 7, p82. Layout for complex advertisements, 8, p!6. Purpose of the, 8, pi. Steps in making a, 8, p4. Leading, Amount of, 6, p8. xii INDEX Leads, Use of. 6. p6. Line method of space measuring. Lines of type to an inch, 6, p!5. List of common errors, 4, p51. Local advertising. Definition of. 1, pi. Logical construction, 3, p21. Long primer, Definition of, 6, p!2. M MacFarland body type, 7, pill. Condensed exhibit of type sizes, 7, p30. exhibit of type sizes, 7, p26. Italic exhibit of type sizes, 7, p28. Magazine border, 7, pi 16. columns and pages, Dimensions of, 6, p27. Mail-order advertising. Definition of, 1, p2. -order dealer to consumer, 1, plO. order dealers. Classification of, 1, plO. -order sale, Consumer's part in, 1, p!5. Manufacturer selling direct to consumer, 1, p9. Marketing, Combination methods of, 1, p!3. Methods of, 1, p8. McClure body type, 7, pi 12. exhibit of type sizes, 7, p24. Me being, and I being. Use of. 4, p8. Measuring body-type space, 6, p!6. Measures for body type, 6, p!5. Medium or regular type, Definition of, 6, p9. Mediums, Definition and classification of, 1, p21. Men, Advertising to, 3, p26. Metaphors and similes, Inconsistent, 4, p51. Methods of marketing, 1, p8. Middlemen and retailers, Selling through, 1, p8. Mode, subjunctive, Use of, 4, p41. Modern Roman body type, 7, p!09. Roman, Definition of, 6, pll. Modifying elements, Excessive use of, 4, p46. Monotype border, 7, p!20. N Name and address. Method of using. 2, p43. Newspaper advertisements. Standard widths of. 6. p27. border, 7, pl!4. column and page. Dimensions of, 6, p26. No used for not, 4, p!7. Nonpareil, Definition of, 6, pi 2. Nor or or after no or not, 4, p!9. Notes to printer, Method of indicating, 5, p30. Nouns, Collective, 4, p37. Formation of plural, 4, p39. Numbering-machine advertisement. Method of writing copy for, 3, p42. of copy and layout, 8, p!2. of sheets and insertions, 5, p28. O Old-Style Roman body type, 7, pi 10 -Style Roman, Definition of, 6, pll. Or or nor. Subjects connected by, 4, p2.5. Originality, 3, p!5. Ornamental borders. Exhibit of, 6, p2o. Ovals and circles, How to measure, 6, p20. Pabst Old-Style exhibit of type sizes, 7, p90. Paper, Kind of, to use for manuscript, 5, p28. Paragraph mark, Rules for using the, 5, plo. marks. Exhibit of, 7, pi 12. Method of indicating a, 5, p27. Paragraphing, 3, p!8. Allowance for, in preparing copy, |6, p22. Paragraphs and words, Division of, 5, p21. Parallel borders, Exhibit of. 6, p25. Parenthesis marks, Rules for using, 5, pll. Period, Rules for using the, 5, p7. Phrase construction of possessive, 4, p9. Pica, Definition of, 6, p5. Picas, Method of calculating in, 6, p!8. Plain-rule borders, 6, p24. Plan of selling, 2, p40. Plural and singular verbs, Use of, 4, p24. of nouns, Forming the, 4, p39. Plurals, Apparent, that are singular, 4, p38. Poetical words in prose, 4, poO. Point system, 6, p4. Points, selling, Definition of, 1. p27. Possessive case, Methods of indicating the, 4, p8. Possessives with verbal nouns, 4, p27. Post Condensed exhibit of type sizes, 7, p50. Old-Style Italic exhibit of type sizes, 7. p52. Old-style Roman No. 1 exhibit of type sizes, 7, p46. Old-style Roman No. 2 exhibit of type sizes, 7, p48. Powell exhibit of type sizes, 7, p80. Prepositions, Proper use of, 4, p21. Price and quality, Relation of, 2, p36. Importance of, 2, p34. When to omit. 2, p35. Printer and ad-writer, Relation between, 8. p!8. notes to, Method of indicating, 5. p30. Printing-office style, 5, p20. INDEX Progressive passive forms of verbs, 4, p40. Pronoun and its antecedent, 4, p3. Place of, 4, p3. Pronouns, Misuses of, 4, p7. Precedence of, 4, p8. Proof, Handling of, by a proof-reader. 9, p5. Handling of, by an ad-writer, 9, p2. marks, Explanations of, 9, p8. Method of taking, 9, pi. -reading, Examples of, 9, pll. -reading wide-measure work, 9, p!5. Prospective customer. How to study, 1, P 20. customer, Study of, 3, p24. Punctuating of copy, 5, pi. Quads, Use of, 6, p6. Qualifications for advertisers, 1, p5. Quentell exhibit of type sizes, 7, p44. Quotation marks. Rules for using, 5, p!2. Quotations in introductions, 2, p25. Real-estate advertisement, Method of writing copy for, 3, p44. Realistic descriptions,' Method of writing, 3, P4. "Reason-why" copy, 2, p7. Reasonable and extravagant statements, 3, P4. Rectangles, Method of calculating space in, 6, P 18. Redundant adjectives, 4, p48. Refrigerator advertisement, Analysis of, 3, .p36. Regular or medium type. Definition of, 6, P 9. Reminding copy, 2, p2. Repetition of ideas, 3, p3. of words, 4, p48. Resinol soap advertisement, Method of writing, 3, p41. Retail advertising, Definition of, 1, p2. sales, Consumer's part in, 1, p!9. Retailer-to-consumer method of selling, 1, pll. Retailers and middlemen, Selling through, 1, p8. Rinklets border, 7, pi 19. Roman, Old-Style and Modern, Distinction between, 6, pll. Roycroft exhibit of type sizes, 7, p54. border, 7, pi 15. Rugged brass-rule border, 7. p!20. Salesmanship copy, 2, p6. Sausage advertisement. Analysis of a, 3, p33. Sch?ffer Old Style exhibit of type sizes, 7 S P 58. Scrap book, Use of, 2, p45. Script. Inland French, 7. pi 13. Seasonableness, 3, p!3. Selling forces, Relation of, to advertising, 1, p3. plan, 2, P 40. points, Analysis of, 1, p28. points, Definition of, 1, p27. points, How to obtain information about, 1, p31. Semicolon, Rules for using the, 5, p6. Sequence of ideas, 3, p3. Series in advertisements, 3, p47. Shall and will, Correct use of, 4, p28. Sheets and insertions, Numbering of, 5, p28. Short words and sentences, 3, p3. Should and would, Correct use of, 4, p28. Signature, Method of using a, 2, p43. Similes and metaphors, Inconsistent, 4, p51. Single-column advertisements, Definition of, 6, P 29. Singular and plural verbs. Use of, 4, p24. Slang, 3, p!9. and clipped words, 4, p49. Slug, Definition of, 6, p7. Soap advertisement. Method cf writing copy for a, 3, p41. Space for body type, Method of measuring, 6, p!6. Spaces, Use of, 6, p6. Specifying styles and sizes of type on layout, 8, p!2. Split infinitive, 4, p27. Square-inch method of measuring body space, 6, p!6. inch, Table of number of words to a, 6, P 17. Squinting construction, 4, p47. Style, Printing-office, 5, p20. Subheadings, Value and use of, 2, p!6. Subjunctive mode, Use of, 4, p41. Subordinate clauses, Excessive use of, 4, p47. Suggestive copy, 2, p2. Summary of copy, Use of, 3, p31. Superlative degree for the comparative, 4, p45. Synonyms, Use of. 3, p22. xiv INDEX Table giving number of words per line, 6, p23. giving widths of newspaper advertisements, 6, P 27. of lines of type per inch, 6, p!5. of measures for body type, 6, p!5. of number of words to a square inch, 6, p!7. Than, Correct use of, 4, p!9. That as a relative. Use of, 4, P 4. who, and which, Use of, 4, p42. Timeliness in advertising, 3, pll. Trade advertising. Definition of, 1, p2. Transposition, Method of indicating, 5, p26. Triangular spaces, How to measure, 6, p20. Trite expressions, 4, p50. Truthfulness in advertising, 3, p6. Twentieth -Century border, 7, pi 19. Type features, 6, p2. for advertisements, Best use of, 7, p3. Importance of a knowledge of, 6, pi. measurements, 6, p4. page, Definition of, 6, p26. Sizes of, 6, p5. Specifying styles and sizes of, on a layout, 8, P 12. Typewriter type, 7, pi 10. Typewritten copy, Advantage'of, 5, p27. Verbal nouns with the possessive, 4, p27. Verbose expressions, 4, p48. Verbs, Common mistakes in the use of, 4, p26. irregular, List of, 4, p30. Progressive passive forms of, 4, p40. singular and plural, Use of, 4, p24. Very, Proper use of, 4, p46. W Waist-sale, advertisement, Method of writing copy for a, 3, p44. We and I, Use of, 3, p!9. and us, Use of, 4, p8. Webb exhibit of type sizes, 7, p!8. When, while, and where, Use of, 4, p!7. Which, who, and that, Use of, 4, p42. While, when, and where, Use of, 4, p]7. Who or whom, Use of, 4, p45. which, and that, Use of, 4, p42. Widths of newspaper advertisements, 6, P 27. Will and shall, Correct use of, 4, p28. Women, Advertising to, 3, p25. Words and paragraphs, Division of, 5, p21. Choice and use of, 3, p21. per line, Number of, 6, p23. to square inch, Table of number of, 6, p!7. Would and should, Correct use of, 4, p28.