TIIE PRINTER AND PUBLISIER

POINTERS FOR THE JOB FRINTER.
I3l THE Fra fR.

EFORE a job printer starts to do
any given piece of work he should
have certain elementary or funda-
mental ideas in his mind. Suppose,
for example, he starts to set up a
billhead, of which three samples are
to be foutnd on the opposite page.
He must decide, in the first place,
· ,Ll t ......nt to.e.. on the form, of which there are
two disti0ct varieties in these
samples. 'I'he main difference between the.two forms is the
osition of the space for the written name. The name in the
newest billheads is brought down close to the base of the head-
ing, so as to have all the writing close together, which facilitates
the bookkeeper's time, and also makes it more suitable for
col)ying. BIut the form must be decided upon in a getleral way
by the customner. trhe new fortn will ofteot prove pleasing,
imerely because it is a change.
'Ithe next point to be settled is what shall be the leadtirg
kitd of type. Some men like a fancy type, others a script, arid
others a plain black face of ordinary dimensions. ''hese three
are illustrated here. l`e customer must be shown three
samples, or as many more as may seem necessary, and asked
to decide on a particular kilnd of leading type. This done the
rest remains with the printer.
There is one fundametltal rutle, however, which must be
borue in mind, atnd that is that too much matter spoils the
appea of the most artistice ofand the most aroefully
arranged head. If a customer brings in a peck mrasure of
stuff to be put in type in a billhead space, lie should be gently
counselled to strike part of it oeut. Most printers say, "Oh,
well, it is none of my fuieeral." This is wrong. Every job
printer is interested il hlaving every piece of work that goes out
from his establisiment look neat. 'Tlle customer does not
ktiow any better perhaps, and when the goods ar-e delivered to
him he is not satisfied. A day or two afterwards he gets from
some of tlie persons with whom he has business dealings a most
charming account head, and he becomes jealous and loses his
faith in his printer. True, the printer only did what he was
told to do. But then blind obedietnce is trot always a virtue.
In many cases it is a disastrous vice.

The three samples showtn here are trot the prettiest tilat
Apted Bros. have set, tbut were choset because every jol) Irint-
ing office in Carada, no matter how small, should have all the
type, or eq,rivalit t shown here. Tl'e designs are tot in-
tricate, the type plain, and the whole effect is sirmple. In most
job offices the striving after very complicated effects leads to
botch work. Simplicity is tiattre's charm, anld with it in view
the job prinlter will never attempt to produce somethinlg which
is palpablly beyond his powers.
After having set tup anld properly adjusted the heading, the
next thirng is to show revise proofs. For heaveol's sake, do not
rtin your proofs off onl the worst paper you can buy. I)o tot
use wrapping paper or straw paper. Use good paper and take
yonr proofs carefully. A light tissue does very well, as it ab-
sorbs ttle ink even if it is put on in a very light coat. If thits is
not used, use a good luality of book. It costs money, certainly,
but with care the expense will be covered by the results. 'he
customer should always have a proof, and that proof a dainty
one. l'hus no doubts will arise in his mind as to the appear-
ance of the job wlhen finished, and h e will be bothered by no
troublesome dreams dutring the finishing of the job. He
will have no precolceived prejudices about the finished
appearances.
ILastly, do carefril press work and use decenlt ilk. I)o not
attempt to save ten cents on these two items, and make the
work look a dollar cheaper. ''hat is a pickaninny business into
which too malny of the craft fall.
Next month we hope to present our readers with sonie
samples of statement heads, arld in view of this offer a year's
subscription to the job printer sending us the best sample of
a statement that he has printed for onre of his customers in the
usual way. l'hat is, it must be a samlple of the work he has
done, not of the work he could do if he tried-samples to reach
this office not later than September 25th. T'he two best will be
reproduced in the October issue of this journal, and the
printers given full credit for the same. In the following montth,
a similar competition will be held for business cards.
A hearty co-operation or the part of the craft would make
this feature a great means of education for the readers of this
journal. Criticisnis and suggestions will be heartily welcomed.

THE NEWSPAPER FEMALE.

A'TORONTO Telegram writer gets bang angry with the
newspaper female and says:
"Woman, lovely womane, is rneeded in the newspaper busi-
* ess to gently turn the edge of editorial bitterness and breathe
hler own kindly spirit into all the utterances of every well-con-
ducted journal.
" Heads forti theories that the feet kick holes in. Profes-
sion is formed by hope, and practice by the forcef f our fallen
nature. 'l'he professiotns of woman in journaiïsm are in keepitlg
with ler high and holy mission, but her practices coilecide with
instincts that may be lofty or niay be low.
t" A woman who writes for a rnortiîrg paper has just given an
example of tihe thoughtful tenderness, tiie sweet gentility, tihe

lady-like kindness which are said to be characteristic of the
iewspaper woman.
"She visited a summer resort not far from 'oronto. Not
orn mere pleasure bent was she. Ah, no! Her business was
Professional with a capital P. The waiter girl displeased her.
The girl may have been tired or overworked, or perhaps she
neglected the August visitor to attend to guests who were less
obviously superior.
"A newspaper man would have probably had tact enough
to get good service from the waiter. At all events he would not
have avenged his wrongs in prinit, but rnot so the newspaper
woman. Tlhat unfortunate waiter girl was pilloried in the
woman's column. Her personal appearance was referred to in

7

September, 1894