Effective Direct Advertising; The Principles and Practice of Producing Direct Advertising for Distribution by Mail or Otherwise

Effective Direct Advertising; The Principles and Practice of Producing Direct Advertising for Distribution by Mail or Otherwise

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This historic book may have numerous typos and missing text. Purchasers can download a free scanned copy of the original book (without typos) from the publisher. Not indexed. Not illustrated. 1921 edition. Excerpt: ...space-economy are of utmost importance. ttbis paragraph is set in a variation of tbe olo (c)otbic tppe ftnown aa Ueit, or XEuoor Blacfe. The preceding is very hard to read, though it is suggestive of quality in Fig. 78 C. Italic letters were introduced by Aldus Manutius and are used for emphasis in body matter, for poetry, and for running heads. It does not present a pleasing appearance as a body type in solid paragraphs. This paragraph is set in Antique No. 3 Bold, which is the very simplest form of display. Excepting for small caps (No. 2, page 323) most Roman types are made in display or bold types, too. "Points" are the units upon which type sizes are based. They are now standardized by all type-founders. A point is one seventy-second of an inch. This is 6 point De Vinne. This is 8-point De Vinne. This is 10-point De Vinne. Among the other sizes of type are 12-, 14-, 18-, 24-, 30-, 36-, 42-, 48-, 60-, and 72-points, though some faces are found in odd sizes like 41/2-, 5l/2-, 7-, 9-, and 11-point. Wood type, used for large handbills, posters, etc., may be had in very large sizes, some of them inches deep. "The em" is a square, each side of which is equal to the height of body of that type. For example, a 10-point em is a square 10 points by 10 points, thus M. The 12-point em, known as "pica," is always used as a unit to measure the length (or measure, as it is called) of a line of type, the width of an advertisement, or column. For example, a standard newspaper column is known as 13 ems pica, or 2V12 inches. A few Metropolitan newspapers use the 12'/2 ems pica column, however. "Quads" are pieces of type less than type height for making indentions, filling out lines, and so on. Fig. 76.--Mailing pieces.show more

Product details

  • Paperback | 192 pages
  • 189 x 246 x 10mm | 354g
  • Rarebooksclub.com
  • Miami Fl, United States
  • English
  • black & white illustrations
  • 1236591968
  • 9781236591968