. The typography of advertisements that pay : how to choose and combine type faces, engravings and all the other mechanical elements of modern advertisement construction . Heatproof Our new Heatproof com-pression riveter dies are all thattheir name implies. They canbe used continuously withoutcooling, and when worn, can berecupped without any heat treat-ment whatever. They savetime. We positively guarantee themnot to split, and ship on ap-proval. If you are interested inincreased shop efficiency, sendin your riveter die specifications. Qeq F MaRCHAMT 1422 So. Rockwell St., CHICAGO The first ti
. The typography of advertisements that pay : how to choose and combine type faces, engravings and all the other mechanical elements of modern advertisement construction . Heatproof Our new Heatproof com-pression riveter dies are all thattheir name implies. They canbe used continuously withoutcooling, and when worn, can berecupped without any heat treat-ment whatever. They savetime. We positively guarantee themnot to split, and ship on ap-proval. If you are interested inincreased shop efficiency, sendin your riveter die specifications. Qeq F MaRCHAMT 1422 So. Rockwell St., CHICAGO The first timepiece ever made exclusively forautomobiles is the Waltham. Two mainspringsrender it immune to vibration. Waltham Watch Gimpany, Waltham, MaM. Uakers of the famous Wallham •Riverside WaUhes WHITE SPACE AND MARGINS 231 We must use white space as an aid, not as a wholereason for the advertisement. The Geo. F. Marchant advertisement is an ex-ample of what I consider excellent use of whitespace. This advertisement is well balanced. Thereader sees the product connected with a strongand interesting heading and the whole make-upis one that would be hard to miss whereve
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