FREDERICK A. DRAPER

To select and arrange types in such a way as to produce a well balanced, properly accented and artistic result requires skill which is not attained in a few weeks or months. Only by the careful study of materials and all the better forms of printed matter can the worker reach that degree of efficiency which would entitle him to be termed an "ad architect" as one well known printing house designates its workmen. To point out the way by which one may become competent in these lines is the most that can be attempted in these columns.

The beginner in job composition can adopt no better rule than to collect samples of the work of the leading printing houses in his locality, become a regular reader of at least one magazine devoted to the trade, of which The American Printer, published by the Oswald Publishing Co., New York City, and the Inland Printer, published by the Inland Printer Co., Chicago, 111., are the two likely to be of most value to the beginner. In both of these magazines are departments devoted to critical reviews of job and advertising composition, and the merits of specific examples afford the reader the opportunity of learning the requisites of correct work.

An excellent book for the beginner is a "Book of Job Composition," published by the Oswald Publishing Co., New York City, which gives 133 type designs submitted in a prize contest. It is a book of 40 pages and costs only 50 cents, and is well worth the money to any beginner. A similiar book is published by the Inland Printer Co., Chicago, 111., and is mailed for 40 cents.

The most prolific source of examples of good advertisements is that of the leading popular magazines, the advertising pages of which are worthy of the most careful and continued study. It will be found, however, that the reader will be able to acquire the ability to do skillful work only after becoming thoroughly familiar with each and all the different faces of type with which he has to work; this familiarity meaning the value which each face has in design, stength of color and artistic effect in combination with other faces.

One error quite common to the beginner is the disposition to use too large a size, filling up about all the available space with type matter. As experience is gained, the value of " white paper " or clean spaces will be learned; smaller sizes of type with suitable margins will be found much more effective than the monotonous sameness of crowded matter.

The use of rules, borders and ornaments is to broad a subject, and too closely related to the peculiarities of the particular work in hand, to allow of specific directions. Here again, the popular and printers magazines will be found the best school in which to study. It will be noted that the present style, with type, is to keep to as few faces as possible, different sizes being used to secure contrast, as well as extended, condensed and italic of the same series. From this it will be gathered, that, in equipping an office, the selection should favor the different sizes of one series in preference to the same number of fonts divided among different faces. The owner of one newly equipped office, to keep the first cost as low as possible, adopted the expedient of alternating sizes between two series of about equal measnre, filling in the balance of the series as the means permitted or demands required. The object in doing this was to give to the printed work the appearance of having been done in a more perfectly equipped office.

The assortment of type in an office which caters to the general trade, even if only on small work, must include two or three series of both extended and condensed faces and a few sizes of an extra condensed series will be found very useful. Two or three "poster fonts" (25 pounds) of Modern or Old Style type for solid matter will also be needed; in fact, the amount which can be profitable invested in what may be considered as realy necessary type and materials, can easily be made to reach the $1000 mark, and then not have much of an outfit. Included in such a list would be the following series, which will be found in the catalogues of the larger type manufacturers:

DeVinne. Gothic.

DeVinne, Condensed. Gothic, Condensed.

DeVinne, Extended. Gothic, Extra Condensed.

DeVinne, Italic. Gothic, Italic.

Jensen. Gothic, Extended.

Jensen, Condensed, Howland.

Post. Latin Antique.

Post, Condensed. Bold Face.

The series may not, in the catalogues of the different manufacturers, be designated by these names, as manufacturers have their own trade names for type faces which are alike. On the other hand the faces, while similar, are not always just the same, which must be kept in mind when ordering.