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This historic book may have numerous typos and missing text. Purchasers can usually download a free scanned copy of the original book (without typos) from the publisher. Not indexed. Not illustrated. 1909 edition. Excerpt: ... Since paper for the advertiser is exactly the same problem as is paper for the printer, this chapter is made to consist of a portion of one of the lessons prepared for the American School of Typography, without other change than the eliminating of such of the matter as was of exclusive interest to the printer. Wherever the word "printer" occurs, in this chapter, read "advertiser" and the application will be discovered to be pertinent and appropriate. It is not necessary to allude at length to the necessity of good and appropriate paper for all kinds of advertising printing. It is plain that paper is the foundation of all advertising literature, outside of the periodicals, such as catalogues, booklets, brochures, houseorgans, circulars, and, of more importance than any other item, of business stationery and forms. This is so important an item in successful advertising that it is treated as an independent topic. While some of the consideration given to paper may seem to some advertisers more fitted for the attention of the printer, it is to be observed that it is not easy to get power and selling effect from the printer unless the advertiser is able to specify exactly what he wishes. No person not intimately acquainted with the goods to be sold, and the whole advertising scheme and theory, is able to produce printing having the maximum of selling power. The advertiser must be able to tell his printer precisely what he wishes, and he cannot do so if he does not know about paper--if he is not able to select and test the paper that it is designed to use. So it is not to be assumed that because, for convenience, the printer is mentioned and the advertiser is not mentioned, what is here printed is not of primary importance to the advertiser....
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