. The typography of advertisements that pay : how to choose and combine type faces, engravings and all the other mechanical elements of modern advertisement construction . a year ifI didnt pose them on th^ carpet about once a month andput the fear of the Banl. Balance into their souls. ThePresident is the worst of the lot. Get results! he yells;hang the cost. The advertising manager, in his expansive, free handedway, was going to send out one hundred thousand formletters on our best, lithographed, 18c a pound a few kind words from me, he found a splendidpaper, firm and fine in
. The typography of advertisements that pay : how to choose and combine type faces, engravings and all the other mechanical elements of modern advertisement construction . a year ifI didnt pose them on th^ carpet about once a month andput the fear of the Banl. Balance into their souls. ThePresident is the worst of the lot. Get results! he yells;hang the cost. The advertising manager, in his expansive, free handedway, was going to send out one hundred thousand formletters on our best, lithographed, 18c a pound a few kind words from me, he found a splendidpaper, firm and fine in texture, with a quality feel andrattle, that costs less than 9c a pound, east of the Missis-sippi. We didnt save any money for he sent out twice asmany letters instead. That shows what I have to contend with. The paper isHammermill Bondform let- 115(8)80© .;:...-. Send for a valuable book, The Signal System, and fora big portfolio of samples in 12 colors, including forms,letterheads, etc., suited to your business. Please mentionyour business and position. HAMMERMILL PAPER CO., ERIE, PA. *g»«**4 I0« EACH Also made in lOctabletsby Western Tablet Co. St Joseph. /. Send for cata-logue with actualcolor plates 1 M©<ii[p[?ll®XS 1 1 ioMSM m^©m 1 Mills atDulufhMinnesota IN A HUNDRED COLOR COMBINATIONS Klearflax Linen Kugs add a new and distinctive touch to every are made in pleasing color combinations, and decorators arenow using them extensively. They lie flat, wont wrinkle likeother rugs. Reversible and washable. Outwear the old kind. WESTERN RUG CO., 212 Fifth Ave., New York PICTURES AND ENGRAVINGS 157 The Klearflax Rugs advertisement is one casewhere very little retouching has been used. Thefurniture in the background furnishes a naturalsetting for the rug and adds wonderfully to theinterest in the entire picture. There are six methods of making a halftone:They are the Square, Silhouette,Vignette,Phantom,High light,Combination. The Valspar picture is a square ha
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Keywords: ., bookcentury1900, bookdecade1910, bookidtypo, bookpublishernewyork
