PRINTER AND PUBLISHER

should be secured. Correct style in arrangement of
wording ansd size of card or sheet will be diseussed
in future articles.
The letters in the calling card or wedding invita-
tion produced by the engraver or copper-plate print-
er are almost iinvariably perfect. The hair-line
flourishes are not nicked and broken off, as they so
frequently are in the produet of the letterpress
printer. The latter should bear in minid the deli-
cacy of the type used for tbis class of work and re-
new the supply at short intervals. Such renewal is
amply warranted by the high profit attendant upon
the production of work of this nature. The false
economy which prompts a printer to use script and
similar type long after it should be consigned to
the hell-box has prejudiced custolriers in favor of
copper-plate work. Attention to the above suggestion
will in many cases go a long way toward removing
such prejudice.
The selling policy is of tlie utmost importance.
As has already been stated, the copper-plate printers
sell through the retail booksellers and stationers,
allowing to them a commrsission on all orders secured.
Similar arrangements can be made by the letterpress
printer, particularly if he be located in a town or
silall city and therefore in close personal touch with
the local booksellers and stationers. Attractive sam-
ple cards, showing the differeint type faces which can
be furnished, should be prepared aind supplied to
sueh agents. A further supply miight be printed on
cheaper-but good-stock, and used by each agent
as envelope and parcel esnclosures. Samples of the
latter class should bear the imprint of the agent.
For convenience in referensce and ordering, each type
face should be given a distinctive mark, name or
rnumber, which designsation shiould appear on all ad-
vertising matter.
As the larger profit is attached to the orders
which core direct to the printer, special attention
should be given to direct advertising. No depart-
ment of the printing business can be advertised to
better advantage. If the printer is also the local pub-
lisher, he will use freely the advertising columns of
his own newspaper. He shoild also keep in toueh

with all the ladies of his town or vicinity through
daintily printed aInouncements and sample cards.
By such means, and by personal solicitation, he will
instill and cultivate a taste for correct society sta-
tionery, and a confidence in his own ability to pro-
duce such work.
Special attention must also be given t tthe method
of delivery of soeiety stationery. Calling cards, wed-
ding invitations and similar work should be inter-
leaved with tissue paper and carefully boxed and
packaged. Neat boxes of suitable size cost little, but
add greatly to the appearance of the finished work.
An adequate society printing trade cannot be
cultivated in conjunction with an untidy, uninviting
ofice. Cleanliness and order should obtain in every
priiting office, but particularly in those whici seek
to develop this class of trade.
And now as to prices. Work of this nature is
worth a considerably higher margin of profit than
ordinary commercial work, because of the greater
amount of time occupied in supervising it. Some
letterpress printers quote the prices charged by the
enlgraver or copper-plate printer; others reduce the
latter's charge slightly; others, again, do the work
at prices which do not permit of proper equipment,
stock or attention, and their work is in keeping with
tlieir price. Prices will, of course, vary irn different
parts of the i)orlinion, but the individual printer
s.houtld decide upon his prices and quote them in his
advertising.
1 am not blind to the ftect that sorne people would
not use printed calling eards, even if they were sup-
Iplied free. Nor would I for a moment suggest that
stchl people be unduly urged to change their opin-
ion. Particularly in the case of the printer in the
slmall cities and towns arrangements should be madi(
swith a reliable copper-plate printer for the filling of
orders for copper-plate work at trade prices. Thus
equipped, the printer can meet the demnands of the
customner who is not satisfied with his samples of
letterpress printing, or wlho may be so prejudiced in
favor of copper-plate work as to refuse to even dis-
cuss the merits of the product of the former proeess.

T HE "Tribune" is about to install a cost-finding system. Under this
system a detailed account will be kept of each job and when it
is finished we will know exact cost. Then a small percentage
of profit will be added.
This we believe is the only fair way-fair both to ourselves
and our customers -and we believe everyone will be satisfied with
its workings.
There is no trust about this. It is only an attack of "common
sense" which should have struck us years ago.
-Thus does a country weekly newspaper announce
to its customers the installation of a cost system.
Install a cost systerm-then tell your customers
about it The necessary increase in prices wilt
come all the eas?ier

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