NEWSPAPERS

EXAMPLE 382The conversational style of page advertisement

The speaker who gracefully accentuates his talk at important points has the same good judgment as the typographer who neatly displays or emphasizes significant parts of his copy—not forgetting the orator who gets applause at the wrong time, and the printer who by carelessness in arrangement suggests the wrong thought.

Many speakers use the same words that Shakespeare used, but “they phrase them differently,” just as printers arrange type differently.

The orator has a message, and he tries to “get it over.” The advertiser has a message too, and he calls on the typographer to assist him in gaining customers. The problems are not unlike.

EXAMPLE 384One word is thoroly advertised

Examples379and380.—These two advertisements picture the difference between setting type with a stick and setting it with the head. It would be illogical to assume that any thought at all was given to the type composition of Example370. It not only is unpleasant to look at, but is difficult to read, notwithstanding the size of type used for the text. Benjamin Sherbow, who has given much time to the training of type to act for the advertiser, took the same material the newspaper compositor had to work with, and at the crack of his whip the words assumed a new formation. Keep in mind that Mr. Sherbow was not attempting to improve the looks of the advertisement; he did improve the appearance, but what he started out to do was to make the message easy to read. He labored from the viewpoint of the reader and not from that of the advertiser or printer. The difficulty usually is that the merchant and typographer are too close to the details of their own daily occupations and fail to view the advertisement as does the prospective customer.

The important first sentence was emphasized by subordinating the type below. The smaller type is nevertheless easier to read than the same words as originally arranged. The border serves to catch the reader’s attention, as in the newspaper this little advertisement dominated the page.

Example381(Insert).—The department-store advertisement as represented by this example is really a multiplication of small advertisements. It is necessary for the writer and printer to give attention in detail to each of the small paneled advertisements, but someone must assemble them into a harmonious whole. This is usually done by first making a layout in actual size. Such a layout as planned for the Lord & Taylor page under consideration probably looked just as this advertisement would look if everything but the panel borders, headlines and illustrations were removed. Each panel was numbered, and the copy in each instance contained a corresponding numeral.

EXAMPLE 383The name and the trademark depended on to sell goods

The style of lettering used for the firm name (Caslon italic) is a sort of trademark, as it is to be found on the store’s stationery, on its building and on its delivery cars. The ornamental border, especially the festoon effect at the head,is used in all the newspaper advertising. It will be noticed that two of the panels have been accentuated with stronger borders, larger headlines and with decorative illustrations. They are so placed in the general group as to balance pleasingly. Prices are emphasized, but not as they usually are by department stores that appeal more to the class of people who for economical reasons find it necessary to take advantage of bargains. The names of articles in the Lord & Taylor advertisement are set in a neat, bold type-face.

EXAMPLE 385Interesting use of white space

Example382.—This is one of those easily read, conversational styles of advertisement set in Caslon Oldstyle. The first paragraph, in type a size larger than the rest, invites the attention of the reader. The ornament in the upper left corner adds attraction at the introductory point.

EXAMPLE 387A study in advertising values

Example383.—Like the house of Tiffany, the makers of Knox hats do not have much to say in their advertisements. The name and the trademark are depended on to sell the hats. Cloister Oldstyle, the type-face, surrounded by liberal blank space, is effective.

Example384.—The purpose of this advertisement is to popularize zinc, and for this reason that word stands out so prominently. The rule band at the head and foot attracts the attention, and the Caslon type-face makes the advertisement readable.

Example385.—An easily read advertisement, due to the size and kind of type and the use of blank space. Hart, Schaffner & Marx appreciate the value of good typography. The two-line initial at the head guides the eye to the beginning of the message. The signature at the foot is so placed that it is not forced on the attention, yet it cannot be missed after the two large paragraphs have been read.

EXAMPLE 386A bordered advertisement

Example386.—This arrangement of an advertisement shows a style liked by the Mellin’s Food Company. The decorative border confines the attention to the reading matter it contains, which is presented in Old-Style Antique, a dark-toned, interesting,legible type-face. The display lines are emphasized just enough to make them stand out from the main portion of the text.

EXAMPLE 388This pictorial department-store advertisement attracted a great deal of attention in New York newspapers during the holidays

EXAMPLE 389The store name does not appear in this large department-store advertisement published in the New York City newspapers

EXAMPLE 390Four country-newspaper advertisements, showing slight variation in border treatment

Example387.—The principal points in this advertisement are the name of the company (which is accentuated to catch the eyes of the many who know this house) and the three lines at the head (which are informative to those who may not know the Gorham company). This advertisement serves well as a study in advertising typography. Careless handling of it in the composing-room would have spoiled its effectiveness. The border has probably been used to attract attention, yet it does not interfere with the reading of the advertisement, as the typographer has maintained a liberal margin around the type matter.

Example388.—This is one of the many clever advertisements that are inserted in newspapers by John Wanamaker, and is different from most others because it is a picture-story of the goods on sale. The type matter is secondary thruout excepting in the introductory panel at the head, which is displayed merely to call attention to the style of the advertisement and to the name of the advertiser.

Example389.—Few printers have seen a department-store advertisement just like this one. It does not contain the name of the advertiser, and there is practically no display. It looks more like a story in a general magazine. A few circular illustrations are so placed as to relieve the monotony of the columns of text, and a decorative piece is placed on both sides of the heading. The page is also made interesting by the use of space between paragraphs.

EXAMPLE 391A good-looking page advertisement that was easily read

EXAMPLE 392Typography and shape of this four-column advertisement suggested by the architecture of the tall building pictured

Example390(Insert).—The most difficult copy to arrange well is probably that supplied country newspapers by their advertisers. There is seldom much to the copy, and it is almost always necessary to use display unsupported by the solid paragraphs of text that soften the contrast in advertisements that appear in city dailies. Here are four advertisements different in size and representative of small-town business. Some one has urged that fancy borders be not used in the small-town newspaper, and that the rules for borders be the same thruout. This advice is probably wrong, as it was tried in this instance and the effect was found to be monotonous and uninteresting. The same rule border is used around each advertisement, but to obtain contrast an additional rule has been added to the coal advertisement and a holiday border and another rule to the general-store advertisement. These slight variations in border treatment add a great deal of interest to the page. Each advertiser is entitled to an individual hearing,and this is only possible when there is some distinct feature found in his advertisement alone. In the city newspapers each department store usually has a distinctive type-face which appears in no other advertisement. In the small-town newspaper it may not be possible for the publisher to render such service, but an effort in the same direction can be made by varying the border treatment. The type-faces used in this example are Bodoni and Bodoni Bold. With the use of the Bold, emphasis is given at proper points in each of the four advertisements. In the largest one it is used for the name of the firm, in the smallest one it sets forth the name of thecafé, and in the other two advertisements it emphasizes the name of the business. There may be another way to arrange the names of the articles in the general-store advertisement, but it is doubtful if any other arrangement would make reading easier. Typographers who are inclined to treat lightly the problems of the small-town printer should attempt to improve these advertisements.

EXAMPLE 393A page in which attractive typography was possible in spite of a long list of agents

Example391.—The style of treatment of this trade-journal advertisement is influenced to some extent by the article advertised, yet there is no reason why this treatment would not be suitable for many advertisements of another kind. The heavy-and-light-line rule border is of a darker tone than the type page and for this reason adds color and interest. There is sufficient blank space between the border and type matter to allow for the text being read without interference. The capitals in the headings are letterspaced, the letterspacing not only giving them character, but making them more legible. The text matter is introduced with an initial that extends upward from the first line instead of downward as most initials are placed. This advertisement is of the conversational style, arranged for easy reading.

Example392.—Some one has decreed that text types shall not be used in advertisements, but fortunately those responsible for the planning of this advertisement paid no attention to the decree. The advertisement was inserted in newspapers for the purpose of calling attention to the new building in the Gothic style of architecture erected for the Hampton Shops. Any one who has studied the details of a Gothic structure such as this or the Woolworth Building has felt the influence of the long, narrow lines found in Gothic architecture. The shape of this advertisement and the thin, pointed character of the text type used are in splendid harmony with the general idea.

Example393.—There was presented to the designer of this advertisement the problem of including in legible size a long list of cities and agents and yet reserving sufficient space in which to give due prominence to the text matter. The solution of the problem was the long, narrow panel at the left. While the entire advertisement is easily read, especially in its larger form, and probably has the approval of those who insist on legibility in advertising composition, there is yet something about it that will also interest those who maintain that typography should be built on art principles. The border, trademark and name of the article advertised blend in tone, while the remaining type matter shows a pleasing gray. Inserting the trademark in the space left by the shorter words of the heading makes the effect unusual.

EXAMPLE 394An advertisement planned to sell high-priced cars

Example394.—This is one of a series of newspaper advertisements prepared for the Locomobile Company by T. M. Cleland. Planned to sell automobiles costing five or six thousand dollars, it naturally is treated differentlyfrom an advertisement that would sell cheaper cars. The decorative crest is a factor in the effectiveness of this advertisement, and the italic with the swash capitals helps to give a touch of exclusiveness. It is an advertisement that will stand out on the average newspaper page.

EXAMPLE 395Roman lettering and Roman architecture

Example395.—This advertisement has qualities similar to those of Example392, the typography of which was suggested by the architecture of a building. Here we have an illustration of a building in Roman architecture, hence it is suitable that the type should be Forum, which is based on Roman carved lettering, and that the border should contain lines that suggest an architectural panel. Of course, this matter of harmonizing the plan of an advertisement with the architecture of a building can be overdone. An advertisement is not necessarily a good advertisement because of such harmony, yet if an advertisement is readably presented, harmonious type selection and arrangement should add effectiveness.

Example396.—This advertisement in a way suggests Example385, and in contrast with that example furnishes a study in the use of blank space. In the Hart, Schaffner & Marx advertisement the margin is equal on both sides, and monotony is avoided by having the margin at the foot of the type group more than on the sides. In this Kodak page the text group is courageously pushed to the extreme upper right corner, and all of the blank space is assembled at the left and at the foot. The use of so much space is probably for the purpose of attracting attention, which it undoubtedly does. Nevertheless, it is possible that the advertisement would look better if the text group were treated as in Example385.

EXAMPLE 396Uncommon placing of blank space to attract attention

EXAMPLE 397The modest display of a large magazine advertisement

Example397.—This advertisement has been reduced considerably, as it originally occupied a large magazine page. For effectiveness the typographic treatment was depended on, and, as will be seen, it is unusually neat. The headline and the name of the company are the only suggestions of display on the page. The illustration, of course, is to catch the reader’s attention.

EXAMPLE 398The blank space emphasizes the illustration

Example398.—Altho this is a lettered advertisement, it is a good example of blank space used to attract attention not only to the advertisement, but to the illustration, which here is really of the most importance. It should be noticed how the blank space in the upper right portion clears the way for a view of the automobile. Many advertisers are using a strip of white space in their advertisements, at the right or at the left.

Example399.—The treatment of this advertisement proves that it is not absolutely necessary to have the typography of country-newspaper advertisements as formal as that presented in Example390. For general newspaper use Bodoni modern might have preference over the more interesting Cloister Oldstyle, yet a newspaper treated entirely in old-style type-faces would be likable. If this advertisement were placed on the average newspaper advertising page, it would stand out strongly because of the blank space used around the type group, the restful and pleasing type-face and the dark-toned border.

Example400.—The manner in which this page of advertisements is treated should have suggestion for newspaper and periodical publishers who wish to make their classified-advertising sections more interesting. This page, from a trade publication (The American Printer), was set in eight-point type instead of the six-point that some publications usually use. It is a mistake to use type smaller than eight-point for matter that is supposed to be read. The expense and the time necessary to put in initials at the beginning of each advertisement are avoided by capitalizing the first word and setting it flush with the end of the line. Instead of using the stereotyped “Help Wanted” and “Situations Wanted” headings, human interest was introduced by phrasing each heading as a question, as would likely be done on a larger advertisement.

EXAMPLE 399A country-newspaper advertisement

EXAMPLE 400Suggested for treatment of classified ad. sections

EXAMPLE 403The neat typography and well-balanced make-up of a suburban newspaper

NEWSPAPERS

We are all familiar with the modeling clay with which children amuse themselves. They take a portion of gray clay, mold it into some shape, and decorate it with small portions of red, yellow and blue clay. After they tire of their production they knead it with their fingers and lo! the bright colors disappear and there remains only the neutral gray.

EXAMPLE 401The first and only number of America’s first newspaper

The only way the typographical appearance of the average newspaper can be improved is by first reducing the glaring headlines and heterogeneous assortment of type-faces to a neutral gray. Upon this drab background the details of suitable and harmonious typographic form can be built.

However, it is easier to assert that the typography of newspapers can be improved than it is to improve it. In the early days of newspaper publishing the problem was a simple one, but today the newspapers of the large cities have hundreds of thousands of readers to serve, and much of the prevailing poor typography has resulted from efforts to present the news to these readers in a way that editors assume will please them best, without giving any thought to technical defects in the type work.

EXAMPLE 402First number of the first American newspaper issued regularly

EXAMPLE 404Front-page make-up of a Hearst newspaper on the occasion of a big story. All of the display headings are probably too large

EXAMPLE 405The same news story, featured by the conservative “Times.” Headings are mostly well balanced. Note the use of panels

The ideal newspaper would probably be one in which the reader finds it easy to locate and read the articles in which he is interested, and in which the contents are presented in an orderly, good-looking, well-balanced and harmonious manner.

The Title.—The name of the newspaper at the head of the front page should be distinctive in design, and it would probably add interest if the style of the letters composing the title bore some relation to that used at the time the publication was founded. Unfortunately, on most newspapers the headings are altered every time a new type dress is adopted.

For titles, most publishers of city newspapers seem to have a liking for English or German text letters. Such letters are doubtless good for the purpose, as they are different from any that appear elsewhere in newspapers. The New YorkSun, as an instance, uses a black German text letter, altho on its first issue in 1833 the title head appeared in modern roman capitals.

It has become a practice to make use of the blank space on both ends of the title line, and in such spaces will now be found weather forecasts, slogans such as “All the News That’s Fit to Print,” and edition names. (See Example405.) It was the custom at one time, and is today to some extent, to print under the title a quotation which defined the newspaper’s editorial policy. (See Example403.)

A type line under the title separated by rules on both sides contains the name of the city, the date, the volume number, and information regarding the price. (See Example403.) Usually the rules have a double line, altho some newspapers use single rules for this purpose.

The Text.—The main desire of newspaper publishers, besides preparing the news, seems to be to have the matter set in the smallest size of type that can possibly be read. The large city dailies habitually use a seven-point type-face, which is the smallest that should appear on any newspaper. (See Example406.) During the recent prevailing high cost of print paper some publishers began to use six-point in order to save paper, but they found that this move was a mistake. Newspapers are published to be read, and everything possible should be done to make the reader’s task an easy one. Experiments by an educational body in England resulted in determining that ten-point should be the minimum size of type used for educational purposes. From this it will be seen that the seven-point type used on newspapers is too small and a cause of eyestrain.

The narrow width of the columns of newspapers—twelve and a half or thirteen picas—makes reading of the small type fairly easy, however. The eye has been tested scientifically and the discovery made that a person actually sees at a glance less than an inch of a line of type. Hence long lines require extreme side movements of the eyeballs or of the head. It is a mistake, as will be seen, to set editorials in a measure that extends over two columns, as is done on some publications.

Space between lines also helps the reader in locating the beginning of the next line, for which reason, and also to give them prominence, editorials are usually leaded. The beginning of an important article is sometimes leaded.

Lengthy excerpts or quotations are usually set in the same size of type but indented one em at the right and left ends of the line. (See Example405, third column.)

The Headings.—The first newspaper continuously published in this country was a letter (see Example402), and the items it contained were not set off with headings. As the quantity of news increased and newspapers became larger in size, headings were added. During the middle of the last century most of these were side headings joined to the first paragraph. When it became possible to print news promptly more attention was given to displaying the headings. As the Civil War developed, newspaper headlines grew, and with the Spanish War came front-page headings of poster proportions.

Headlines not only advertise the contents of the text pages, but assist the reader quickly to absorb the news. As the reader cannot in these busy days read the entire paper, headings assist him in locating the items in which he is interested.

The error of using thrilling scareheads for comparatively unimportant events was made evident when the European War started. Some of the publications had cried “Wolf!” so frequently that there was no emphasis left for a really big story.

EXAMPLE 406Actual size of a well-treated four-deck Heading

Head-letter type should not be intensely black, unless the reader is expected to read only the headlines. It is irritating to attempt to read the text matter in an article if strong black headlines continually glare at you. (See Example404.) The head letter should be just a trifle darker in tone than the background of text type, or if liberal leading is possible a letter the same tone as the text is suitable.

Because of the narrowness of newspaper columns it is necessary that type for headlines shall be slightly condensed, especially for the large lines. As few type-faces are legible in a condensed form, it is a problem to select a type-face for this purpose. Probably the most successful type-face of this kind has proved to be Latin Antique Condensed, a letter that has been in such use for a number of years. (See Example406.)

It is, of course, best to have all type-faces harmonious in design, but the requirements of the newspaper are so unusual that in order to secure contrast this rule must beviolated. In Example403will be seen the neat and restful effect that is possible by using thruout type that is harmonious, yet there is a monotony to the page that could probably be overcome by substituting, say, italic for roman in several of the headings. On the page of the New YorkTimes(Example405) will be found headings in italic. Lower-case italic looks well used for the main lines of a double-column heading.

EXAMPLE 407The sporting page of the New York “Tribune,” showing interesting make-up

It is well first to harmonize the newspaper page, as in Example403, and then add needed contrast, as in most newspapers attempts at contrast are so frequent that the result is confusing.

Paneled headings also add variety; specimens of such headings will be found in Examples404,407and408.

Restraint in the use of display headings by the New YorkTimes, as compared with the noisy scareheads of the New YorkAmericanused in reporting the same news, will be seen by comparing Example405with Example404.

What is called a four-deck single-column heading, as used by the New YorkTimes, is shown actual size in Example406. Latin Antique Condensed is used for the first two lines and Newspaper Gothic for the other three decks. This heading as it stands is perhaps the most pleasing and legible of those used by metropolitan newspapers. A four-deck heading should present in the first deck the feature of the story; the first deck, and if possible every other deck in the heading, should contain a verb. The third deck is really the second in importance, and, like the first one, is usually set in capitals. The size of the lower-case used for the fourth deck is usually smaller than that used for the second. It would be a mistake to use capitals for the second and fourth decks, as the result would be monotonous and illegible. The small section of text matter accompanying the head also shows a seven-point face on an eight-point slug, as used by theTimes.

The Make-up.—In the make-up of a newspaper the sometimes derided “art tenets” should not be neglected. A good-looking newspaper has well-balanced headings, properly placed illustrations, and the various typographic details treated according to the requirements of good taste. Large display headings are usually alternated at the head of the page with small headings, which arrangement not only looks well, but enables the reader to peruse one heading without interference from another.

It is the practice of most good newspapers not to have advertisements appear on the front page, which is given over to the important news of the day. As will be seen by Examples404and405, the article of most importance, no matter how large the heading given to it, appears in the furthermost right column, whence it is usually continued to the second page. Example403also shows how an important article can be featured in the center of the page.

Interest and variety are also obtained by the use of a one-point rule around a portion of the news, as will be seen on Examples404and405. The type matter on the inside is set close to, but not against, the rule panel.

The editorials on most newspapers are to be found on the sixth page, and on the same page letters to the editors are also placed. There is a movement, begun by the Hearst newspapers, to have the editorials appear on the last page so that they may be read without the necessity of locating them in the paper.

The sporting page has also come to be an important feature of the newspaper. An attractively arranged sporting page is shown in Example407.

It is customary to build advertisements from the lower right corner of the page in a step or pyramid arrangement. (See Example408.) This allows most of the text matter to appear at the left and in the upper portion of the page, and also makes it easy to give position next to reading matter as required by some advertisers.

EXAMPLE 408So-called pyramid make-up of a newspaper’s advertisements. A “make-believe” newspaper

EXAMPLE 409Church book decorative treatment by Will Bradley Featured on a Thanksgiving number of “Collier’s”

PERIODICALS

The typography and the make-up of periodicals in the century last past were sedate and uninteresting to most Americans. As a consequence there came a change, and publishers endeavored to make their publications more attractive to readers. The letterer and the decorator were permitted to let their fancies run free over the magazine pages, and assuming that their readers had poor taste and weak eyesight the publishers of trade journals splattered their pages with ugly black circus poster type.

So long as there is poor printing (we read in the Good Book: “For ye have the poor always with you”) there will be periodicals typographically poor. Yet, thanks to those who have trained themselves as typographic advisors, many American periodicals are now good to look at and at the same time easy to read.

EXAMPLE 410Dignity in make-up and type treatment. By Walter Gilliss

We will consider the dimensions of the publication, the front cover, number of columns, the margins, type-faces for the text and for the headings, make-up of the illustrations, arrangement of headings, the captions, the editorial pages, features, and the advertisements.

The Dimensions.—Whim has much to do with the selection of sizes for periodicals, and precedent, or what the other fellow is using, has some influence also. Assembled and stood on end, several dozen periodicals gathered at random present the appearance of a platoon of “rookie” soldiers before they have been ranged according to hight.

Sixty-six business and technical publications were recently measured by the writer, and the dimensions of about half of them approximated 9 × 12 inches. The other half varied from 6 × 9 to 10 × 15 inches.

EXAMPLE 411Harmony of the type-faces used for heading and text

Examination of about two score of magazines revealed three groups of dimensions: 7 × 10, 9 × 12 and 11 × 14 inches. These dimensions are approximate, few magazines measuringexactly the same, the variations amounting to half an inch in some instances and several inches in others.

EXAMPLE 412Advertising the story to the readers

EXAMPLE 414Style of make-up of these three pages suggested by Benjamin Sherbow

EXAMPLE 413Interesting heading treatment and inserted feature panel

Scribner’sis a type of the magazine in the 7 × 10 class (the actual measurement being a trifle minus); theIndependent, of the 9 × 12 class (actual measurement 8¾ × 12 inches); and theSaturday Evening Post, of the 11 × 14 class, measuring exactly that size.

There has been a movement among magazines away from the smaller dimensions toward the larger, for the purpose of better displaying features and of enabling reading matter to be placed alongside of advertisements.

To a similar extent the business and technical publications have experienced reductions from the very large sizes that originally were probably inspired by the bigness of newspapers.

There are also a few small pocket magazines of thePhilistinesize that Elbert Hubbard made popular.

The Front Cover.—Typography has little to do with the average cover of the general magazine in America. The foundation of the design is usually a painting, the subject being seasonable or otherwise appropriate. Lettering and decoration are added by an artist other than the one drawing the picture. In such cases the design is changed with every issue. Some magazines, the more conservative ones, use a design containing lettering and decoration only, and with each issue merely change such lettering as refers to editorial features.

The European custom of printing a paid advertisement on the front cover of periodicals has extended to America, and, while such advertisements will not be found on the general magazines, some business and technical periodicals have succumbed to the temptation thus offered for increased revenue.

When the front cover is sold, only an inch or so is retained for the title of the periodical. One publisher did stipulate that no color in the cover advertisement should come within two inches of the title; but even this rule is now disregarded on his periodicals. The time may yet comewhen the title of a publication will appear at the foot of the front cover in six-point.

EXAMPLE 415Headings and text matter in the same face of type, Scotch Roman

EXAMPLE 416Type of medium strength and use of a small illustration in heading

EXAMPLE 410-ASection of text matter from the “World’s Work”(Monotype No. 22-E, 10-point on 11-point body, 10 set)

A weekly technical periodical in every issue has some appropriate view made into halftone and uses it inside a large panel under the title, and a photographic journal prints a reproduction of an artistic photograph on the cover, changing the subject with each issue.

Columns.—The number of columns to a page should be decided by the size of type used. Seven-point and eight-point type should be confined in columns twelve or thirteen picas wide. Ten-point, eleven-point and twelve-point type can be read even if the columns are sixteen or more picas wide. However, no column in a book or periodical should exceed twenty-four picas. Neither should a column be unreasonably narrow.

Scientific tests show that the eye is strained in the reading of wide columns. The column should be of such width that reading of the matter can be accomplished with only slight movements of the eyes to the right, after they have been focused at the beginning of the line to fit the size of type. When the column is too wide the head must be moved to the right and left with the reading of every line or the eyes may be injured from the strain and repeated change of focus.

A look over the examples of periodical pages in this chapter will show practically an acceptance of these requirements—three columns in the periodicals of large size and two columns in those of smaller size. For pocket magazines one column is naturally sufficient. In several instances (Examples417and418) three columns instead of two would have been advisable.

Gutenberg, when he planned the pages of his famous Bible, arranged for two columns each about twenty picas wide, altho his type was large—about twenty points in size.

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