. The typography of advertisements that pay : how to choose and combine type faces, engravings and all the other mechanical elements of modern advertisement construction . t in themanner shown in the Comptometer advertise-ment. Here the heading and its significance as relatedto the illustration would have been much moreforcible in bold type. As it stands it is not easilyread and hasnt as much character as a bold typeheading. It is simply a waste of money to have anythinghandlettered without a good and definite reason. Eemember this: Type faces of today are 95%simplicity, and unless you are see
. The typography of advertisements that pay : how to choose and combine type faces, engravings and all the other mechanical elements of modern advertisement construction . t in themanner shown in the Comptometer advertise-ment. Here the heading and its significance as relatedto the illustration would have been much moreforcible in bold type. As it stands it is not easilyread and hasnt as much character as a bold typeheading. It is simply a waste of money to have anythinghandlettered without a good and definite reason. Eemember this: Type faces of today are 95%simplicity, and unless you are seeking an unre-lated mass, use type. Dont buy handletteringunless you really need it and be sure that there isa reason for the amount you buy. Compare the Eoyal Baking Powder advertise-ment (which has a correct use of handlettering forthe heading) with the Comptometer advertisement(which has not). The heading in the Royal BakingPowder advertisement adds character, life anddistinctiveness to the whole advertisement. It iswell used. Recently I have seen some very well-handledsmall space advertisements that were 80% hand-lettered, but in nearly every case there were not. fysis onYgur Figure Records In a recent address bearing upon the importance of amore intimate knowledge of cost accounting in business,Edward N. Hurley, Vice-Chairman of the Federal TradeCommission, said: *The astonishing thing is that of the 250,000business corporations in this country, over 100,000have no net income whatever. In addition, 90,000make less than $5000 a year, while only 60,000remaining, the more successful ones, make $5000a year smd over.* As long as the figure facts lie buried in your records, they throwno light upon the problem of successful business management. Turn on the spotlight and see what it is costing to make, handleand distribute your goods. If you are headed the wrong way, you want to know it in time. The figure facts you need can be se-cured with the Comptometer quicklyand easily withou
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