40 PRINTER AND PUBLISHER
This grocery store aldvertisement is another ex- clent of the type. Tlie ldouble le re border is dis-
.mltple of whlite space waste d, insteiad of used. The tintctive nIand deinesx the space occupied by the ad-
iladvertiselntet is ate 1 i til ti three tlistirnct part s- verititselment. .\i adlvertiseitet sholild i levei e
tl llhei(eiig, tle text, andil the signalure. There is a plt ix il outsidie eoltuin w ittloxt lhavintxg a border
grettt gtlf f while ipixe s etwxeen eah pairt. thoiiglh of some kini(. It is not g ootl I)r acxtice to lse 1
a feeile tattempi tx 1p it t f aill it l tlade i)v insertinig in caps, and otlher woxld it still (icaps in tile sa1e
tie piieee of 2-poixnlet rule. Nottie low itixcitroigg- lire or pI ragratpl Ibetter ise italics, wlheii elphlsi
er alndl biolder, andrl attractive, tlis ltdvxerti-sexilent cati is walited. Tlie treetitioml of i al:elirilg a Speceil-
be matle in thlis re-atrrangemlent. XIdeticall thei ti'x i?x tlie ladst litie is sltlerflluous. W'y devote e?giht
stcll ia;tter iS usel. It is simply a matter of select- inlles of valtile spt ae to tellig thi e putlic thiat
repa'iri glFg is a special featiire
-eins a01 - r -. - - -W-e-m-,of flie tho tsiless, and tlihel sai
txft satie tticg over axai ixx
Nowhere in the Pass an bhe tl sane tlxxlf x cxg oe- .tag?n xx
founde Bt ox
-.E-rcExxmple E.-T lliere is lxno-
fvSUCt A DISPlnlY PV_ tlhiig mOlltt re effec tive inl a 't 1-
Ua afy AH U?l PLA \5,ertise ollent tlitii . . hite sp.ace
P.` IR ^ l^ len i ) w oi w )en p o sed. Tlie
rillter h;as a sllendilld olpp)ol
Wo have the be5t mly M l [utton, Veal, Butter tlllxito ill this adtlxertiselinet
EXME Fv EXAMPtmoney fotr bilrst t plies to imake
can buy of Beef, Pork, Moiut- Poultry, Eggs, Fish `to ixtise xof thle wIliite spae ate
ton, Veal, Poultry, BIutter '"Imperator" Hams
Eggs, Bacoah, n, pe fratoesr Ha]im S e isx .i saxl. lut ?isntea d of
and Bacon" Lard, Sausames, Bacon, Lard, Sausages im tdkik?tg strotng, Loold, eadol,
Weianer and Sauer Kiraut. W c 7einers, Sauer Kraut read aLxdvrtisemexnxt, tie ill-
this ~~Weekiy newspap ~ ~ ~ ~}'er painl ig o fr the s type
PHONE OR CALL Nl wuhere in the leass n ar e lxi xlcxi us e of th type
e an be, foundsuchadi? lx s- t e tlxx le-ssayx use of
_____________o_____th_ 1p plax. Wi e have thoe xrldles have spoiled thle effect.
best nmoney cani buy. In tlie sliggested re-arranre-
tlen _o ux.osito 1os ttelot tte w:ou ild leave about
Cal ga[ry baill h e ga Phone 56, or call fotto erns of whiite space witl
e"' i lxxxyito-point rule border., a s it
Phone 56 Calgary Cattle Co. it 's - tpoirt irtle bordier. a. i
'T1iexx startixng witih atr initialx
EXAMPLE F EXAMPLE F letter set tlie first two lines in
A 3-inch Advertisemet from the tIernie A 3-inch Advertisment from the F ernie 1 poit f a
(B.C.) "LedgTr. (Original) (B.C.} "Ledger. (Reset.) ligltt facte displav let-
tecr andi then set the
iixg suitable tvie faces anxi tsiig a lttle tixte axd words-ing aiie littleexe l et,taste ad so ords- er, re, Ceent, a
judgnxent inl xakingf tp tle ttadvertisemelnet. strog gothli letter, or a fxace like I)evinne woult do
Exzample C .-ilere is ani advertisenmeit toccupy- nic'ely. h lixen to ecilphiasize arid talso to seiparate the
iig i)l out si x ilches of space orl tlie froati ptge of coal ar rtnounceetenl t fronm tlie other mitterial, Iox the
thi?s weekly newspaper, arnd that is about all that two lirnes in witih xlxe point rule. Set the siglnature
can be said abotlt it. To begirn with, the (o1 rder in 30 point tlpe, s.ae face as uised in '"Ltlrrbl)er,
ctsed is a verty good ione. It emph lpatiit-lly cits the Linrie, etc." anxd (Io i iot xse rniles itxnless you want to
advertisemilext ioff froirs tlie tvpe atroitlxd it, alld( is (upt off' or separate xwords or paragraph. Tn this ad-
,lot llipleasing to t ie e!yet. W\\i tlie advertiser or vertisemlent, the iise of the ritile irlakes an entirelI
tle co -tlpos?itor chose to emlphasize tlie least i?nport- seprirate ad vertisement otit of the signatuire.
iant xordls iS har(l to sayi. lerhliaps there are local
ExEaple F.--The type eused in tlhis puirveyo ta l r's ,
coctlitiors tlit rrtilake 'ihiglest price" attraxtive. c?xc ,xaxple xxxx T tue yp x-sexl ii tiis plrvexorcs
'Tler farmilxers wio have grttiri to sell will undoubted- iadverticselment is exceptionally good,andli it is also well
ly be mnore apt to read the announcemrent if t i he prii. Tie whole effect of tle tadvertisenent is
wvorld G(iLN set in bolxd type and t?made the ixi- lost, ihowever, bh the imxportanlt wordis being set in
portxanCt displayv linle. l'Fie pracitite of usinxxg Verl the eight point type, and a (lisplav lixre mrrade out
lar-ge and very sx-xiall tlxpe in contrt i.s citoron iii of a purely irru irrelevant phraxse. Thiis advertisement
oilntrx wxeeklies. Thle correeted lay-out of this a(i- is supdposed to xnnouce to anno le tat the Calgar Cattle Co.
vertisemient will show te tie tpe l ii each line of neaxr- have mieats of various kiilds for sale. Ilisteadl of
tlii ze. Ts es t hle advertiseinent boldly xarnlouniciing tha,t fxact, the advertisement
(asier to read aiitl adXds greatlv to tlie appearanxce of tai?kexs the exclamatrrtionr "it Sich a Display" and thlen
the page. Tt is unfortilxnate thait tlie advertiser in- proceeds to citt off the rest of the xmatter with a
siste(l lupon l a,dvertisintg his cook stove in his grain heaxv rxxle. Stich riiles as these have no place in
advertisextm ent. But boxed in with rule the tove siall advertisemlents, especi.llv where the adver-
xlatter is ctit off from the rest of the eadvertisettelnt, tiseinent is entirely about onle subject or article. We
and the im?portarit wordls "Parlor Cook Stoive (coal) wonder if the cornpositor iIsed tlie 'sauisage' bordter
"Fax-orite" are eitilphasized instead of "Also for ipurposely, or is it the only one in stocek. We note
Sale." Why is the stove ixadvertised-if it is not for the next advertisememnt below for beer anid wines hald
sale? Always pxit the "tlxeat" of the advxisetisement tlie saime border design. The horder xxsed is a111
ix the displav liines. rigliti and ii ightit well be sxibstituted for tlihe rle
Examlxple D.-lThis jeweler's advertisement i is xsed in tlhe sutggeste(l la out that will. we thiink,
very good. The corxpositor hlis probably dtone his tmake thiis advertisenimeit InuCeh stronger in selling
lay-out, however, is an improvenment in tlie arrange- valtie.

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