File:Canadian grocer April-June 1918 (1918) (14596876709).jpg

Identifier: cangroceraprjune1918toro (find matches)
Title: Canadian grocer April-June 1918
Year: 1918 (1910s)
Authors:
Subjects: Supermarkets Grocery trade Food industry and trade
Publisher: Toronto : Maclean-Hunter Pub. Co. (1887)-
Contributing Library: Fisher - University of Toronto
Digitizing Sponsor: University of Toronto

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since this isso, it is cltearly a matter that shouldconcern the retailer who buys newspaperspace to print therein his business news. Some Revealing Re-set Advertisements These observations will be made clear-er by a study of the re-set examplesin the engraving accompanying. A closeexamination of the original setting andthe re-set advertisement will surely showthe retailer how much better the re-setcompositions are than the originals. Theoriginal compositions are what one veryoften sees in country newspapers. Thereis a disposition to use fancy and manvdisplay faces and sometimes ornaments,and to do freak composition. By contrastthe. re-set advertisements are the acmeof simplicity and chastity, and have anattractiveness, pleasingness and per-suasiveness not possessed by originals.These examples, and the notice pertain-ing to them (found on the engraving),merit very close studv. These illustrationsare reproduced toshow how illustra- tions add attractive-ness and punch toadvertising copy.
Text Appearing After Image:
Preparing the Dummy or Lay-out Another engraving is shownto illustrate how to lay outor design an advertisement forsending to the printer. A littlepractice and study will soon en-able any intelligent man to dovery good work. Just here itis to be said that many ad-writers write or print in, insmall type, the text or copy ofthe advertisement—this in theirdesign. Far simpler, better andkinder is it to write out the textor copy of the advertisementseparately, with the typewriteror in long hand, and to mark itsvarious divisions a, b, c,etc., to correspond with the dvisions of the layout. Thenpin layout and copy together,and send to the printer. Theprinter can see at a glance justhow you want your advertise-ment to appear, and he can cal-culate the size of type to usefrom the number of words inyour copy, and the space youhave assigned them in yourdummy or layout. Memo:Make your layout or dummythe exact size of the space youradvertisement is to occupy.Then both you and the printerwill be a

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