The Guthrie daily leader. [volume] (Guthrie, Okla.) 1893-1996, 1905-06-07

to hold its place very successfully
against all competitors and practically
all Of the great printing establishments
in this country use Il.
The life of standard type is sometimes
placed at 100000 Impressions. There may
be some doubt about this durability, as
we all know that it can be destroyed
with a very few impressions In careless
press work Electrotypes are presumed
to be more durable than standard tSpe.
while Merganthaler linotype slugs are
estimated to stand 100000 Impressions
az maximum, averaging about $4,000
Impressions, and OF course, may be de-
stroyed, or ruined with very few impress
eions stereotypes should have about
the same durability as the linotype slugs
Therefore. Il Is manifest that in any
large Jobs Of work stero or electrotypes
should be used. and Of course this is
why an Of our leading newspapers use
them. the extent Of their issues rapidly
iniuring ordinary type and the rodern
mechanism Of web presses demanding
stereocasts for their operation. In large
jobs Il is important TO have two. three,
four or more, stereos or electros so that
the press work can be done in larger
sheets and with greater economy
The cornerstone OF modern newspaper
work is the advertisement II may
seem a little strange. little coarse. to
load down a colume OF poetry a liter
airy magazine weekly literary paper,
or "A daily metropolitan newspaper with
advertisements. The first purpose OF all
these publications is 70 convey to the
reader the ideas involved in the poems,
IN the magazine articles, in the weekly
literary articles. and in the daily news
paper articles and yet the business
wou q be quic.. TO see that II their ad-
vertisements could be placed alongside
OF a readable article in a daily or week
y newspaper, or bound in with a month";
ly magazine, such advertisement would
be particularly effective. and the world
has availed Of this until we now find
that advertising has become the corner
stone Of the periodical publication and
without which support the whole busl-
ness would practically sink into in
effectiveness and the entire literary
world would have 20 be reorg,,nized
This being the case, every newspaper
man should consider this cornerstone
OF his business and endeavor TO develop
h to It's greatest possible extent. Ad-
yertising is an art. anu IN many cases
a very high art. AS Herbert Spencer
has so well said, style IN language should
sacrifice an other quantities TO that OF
conveying to the listener or reader the
Ideas involved with the least possible
| friction. SO II is IN advertising, Ad-
yertisements should be effective. TO be
effective as q rule. they should be hand
some AS we an knaw. the average adj
vertiser Is not well versed In the hnel
elements OF this business and there Is
growing up class Of professional ad-
vertising writer's who are striving TO at.
1 tain such proficiency in their busines.
as TO create a demand for their services
/ Thus far the composition OF the ad.
vertisement has depended for the tex
upon the advertiser. and upon the prin'
I ter for its artistic setting This settinl
/ OF advertisements Is really a high ar
ana the foreman OF printing house
upon whom the responsibility deyolve'
! for these settings, can't well be pai,
other than weekly salary, and tina
depends upon his admitted ability. Man,
/ printers make the mistake OF buying ,
multitude Of faces OF display, in small
fonts, in order to have a yariety Tx
perienoe indicates that fewer. larg'
fonts. OF well selected faces. win give
better results from both the artists
and generhy effective points Of view
Floor space, cases and labor are al