Honolulu star-bulletin. [volume] (Honolulu [Oahu, Hawaii]) 1912-2010, 1915-12-07
CHAPTER Xxx.
WHAT ARE "LAYoUTs' AND DUMMIES"

The best way learn the mechanical funIamens regard
to advertising to visit anengrayng plant printing plant and
thographng plant If you conquer all the main facts in con-
necton with those processes you will then have working
basis sufficient that You instruct your printer artist
engraver just what you want That ought to be su
cent knowledge of printing Details far the usual adver
Using is concerned
At the same time you should have working information.
As rule the printer apt to seek the artistic effect
than he make the layout the most effective possible
from advertising standpoint As result of this condition.
do better advertiser if you specify to the
printer just what you want
Your usual way make known your desires would be by
of dummy it is called, if it is piece of printed
matter which you having made up for by
of LAYOUT if it advertisement which you give to
publication for them reproduce for inclusion In their finished
printed FORM whether it be newspaper magazine what
The dummy is simply rough sample suggesting what
you want If it is booklet you desire yon should give the
printer dummy suggesting the stock to be usedcomprsng
the number of pages which the booklet is to have Likewise
this dummy should show the and kind of binding
qure Throughout this dummy you would indicate, by
SKETCH where the Illustrations should You should number
these places correspondngy number the backs of the
craving plates he As the reading matter you will
figure out how words of the size of type can
fit into square inch Thus you designate how much mat
ter will 60 each type page.
sstype page full page It is that part of full
page which to be covered with type Thus your dummy
has page 6x9 inches and if it has nchwide margin of
white space all the way around then type page will
be 5x8 inches.
If possible you would paste into this called dummy
proof of the cuts you propose Aso yon would indicate
under the place for each any wording you wish to
Then you would designate what the headlines should
be- writing them in the dummy itself As to the reading
TONS Then you would also designate what the headlines should
But you would make no attempt to embody it in your
dummy
1t the way in regard to layout" If, for
paper magazine your layout would be practically map of
way you wanted the illustrations and type matter arranged
ANY big headlines you would probably sketch in this map
and possible you would either paste in proof of the cut
you had the cut handy you would ink ordinary
stamp pad and hammer impression of the layout d
recty from the printing plate The reading matter itself
would simply attach the ayoutmarkng each piece
show without difficulty just where each paragraph should
be inserted in the composition.
Also you would clearly Indicate both the ''layout"
and the sheets of reading matter just what size and style
of type the compostor should 1t is not necessary
specify these details very rgdy for it often desira
BILE permit the composor to his Judgements long
this judgment harmonzes with the requirements of adver
Using effectiveness I. IL. -.::"
As rule you will have to decide absolutely in regard
the paper stock be used in is printing job You
will undoubtedly have before you full sample case showing
the different styles which available These little samples
will also indicate in what they carried in stock and
also the weight The quotation will usually be the basis OF
ream, which is generally 500 Sheets and the weight will
ua mean the number of pounds that each ream weighs
You will have hundreds of different kinds of paper from
which choose and hundreds of different kinds of color You
will have to select largely the basis of the feeling and the
looks OF there all sorts of grades from the cheap
newspaper stock which is made of wood pulp to the finest
linen bonds which made from selected rags All of them
sized other words they have been treated with sub
which has tended to fill the pores of the paper
that the ink will stay the surface and not soak through
Paper, however will always vary the quality of the
sizing used 1t will also vary largely in another point namely
calendarng Calendaring the ironing of the paper
between heavy rollers The usual surface obtained in this