. The typography of advertisements that pay : how to choose and combine type faces, engravings and all the other mechanical elements of modern advertisement construction . StanidrdizeXoiiT Coat tocm i © ^i-^ mP. The Har* S; Kuichijison CbM«.wBrtUin. Contt. PUTTING ADVERTISEMENT TOGETHER 117 to grasp the layout as a whole and the technicalinstructions separately. Next we show the engravers part of the oval with half-tone and spatter border ismade in one plate and mounted on the same blockwith line cut of the spatter border. We then show the compositors part of thew^ork—the type and trad
. The typography of advertisements that pay : how to choose and combine type faces, engravings and all the other mechanical elements of modern advertisement construction . StanidrdizeXoiiT Coat tocm i © ^i-^ mP. The Har* S; Kuichijison CbM«.wBrtUin. Contt. PUTTING ADVERTISEMENT TOGETHER 117 to grasp the layout as a whole and the technicalinstructions separately. Next we show the engravers part of the oval with half-tone and spatter border ismade in one plate and mounted on the same blockwith line cut of the spatter border. We then show the compositors part of thew^ork—the type and trade-mark slug. By this method the type can be set while theengraver is at work on the cut. The engraver re-quires the layout for a few minutes only. When the engraving is received w^e put it on ajob press and take some first-class proofs. Thenwe put the type on the same press and strike itinto the engraving and we have press proofs ofthe finished advertisement. When the advertisement is approved we sendthe t}T3e, the cut, and a press proof to the electro-typer who makes a masterplate. (This is the typematter and cut put together to conform to theproof.) From this masterplate he makes an elec-tro for eac
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Keywords: ., bookcentury1900, bookdecade1910, bookidtypo, bookpublishernewyork
