contrast with that example furnishes a study in the use of blank space.
In the Hart, Schaffner & Marx advertisement the margin is equal on both
sides, and monotony is avoided by having the margin at the foot of the
type group more than on the sides. In this Kodak page the text group is
courageously pushed to the extreme upper right corner, and all of the
blank space is assembled at the left and at the foot. The use of so much
space is probably for the purpose of attracting attention, which it
undoubtedly does. Nevertheless, it is possible that the advertisement
would look better if the text group were treated as in Example 385.
[Illustration:
EXAMPLE 396
Uncommon placing of blank space to attract attention
]
[Illustration:
EXAMPLE 397
The modest display of a large magazine advertisement
]
EXAMPLE 397.—This advertisement has been reduced considerably, as it
originally occupied a large magazine page. For effectiveness the
typographic treatment was depended on, and, as will be seen, it is
unusually neat. The headline and the name of the company are the only
suggestions of display on the page. The illustration, of course, is to
catch the reader’s attention.
[Illustration:
EXAMPLE 398
The blank space emphasizes the illustration
]
EXAMPLE 398.—Altho this is a lettered advertisement, it is a good
example of blank space used to attract attention not only to the
advertisement, but to the illustration, which here is really of the most
importance. It should be noticed how the blank space in the upper right
portion clears the way for a view of the automobile. Many advertisers
are using a strip of white space in their advertisements, at the right
or at the left.
EXAMPLE 399.—The treatment of this advertisement proves that it is not
absolutely necessary to have the typography of country-newspaper
advertisements as formal as that presented in Example 390. For general
newspaper use Bodoni modern might have preference over the more
interesting Cloister Oldstyle, yet a newspaper treated entirely in
old-style type-faces would be likable. If this advertisement were placed
on the average newspaper advertising page, it would stand out strongly
because of the blank space used around the type group, the restful and
pleasing type-face and the dark-toned border.
EXAMPLE 400.—The manner in which this page of advertisements is treated
should have suggestion for newspaper and periodical publishers who wish
to make their classified-advertising sections more interesting. This
page, from a trade publication (_The American Printer_), was set in
eight-point type instead of the six-point that some publications usually
use. It is a mistake to use type smaller than eight-point for matter
that is supposed to be read. The expense and the time necessary to put
in initials at the beginning of each advertisement are avoided by
capitalizing the first word and setting it flush with the end of the
line. Instead of using the stereotyped “Help Wanted” and “Situations
Wanted” headings, human interest was introduced by phrasing each heading
as a question, as would likely be done on a larger advertisement.
[Illustration:
EXAMPLE 399
A country-newspaper advertisement
]
[Illustration:
EXAMPLE 400
Suggested for treatment of classified ad. sections
]
[Illustration:
EXAMPLE 403
The neat typography and well-balanced make-up of a suburban newspaper
]
[Illustration]
NEWSPAPERS
We are all familiar with the modeling clay with which children amuse
themselves. They take a portion of gray clay, mold it into some shape,
and decorate it with small portions of red, yellow and blue clay. After
they tire of their production they knead it with their fingers and lo!
the bright colors disappear and there remains only the neutral gray.
[Illustration:
EXAMPLE 401
The first and only number of America’s first newspaper
]
The only way the typographical appearance of the average newspaper can
be improved is by first reducing the glaring headlines and heterogeneous
assortment of type-faces to a neutral gray. Upon this drab background
the details of suitable and harmonious typographic form can be built.
However, it is easier to assert that the typography of newspapers can be
improved than it is to improve it. In the early days of newspaper
publishing the problem was a simple one, but today the newspapers of the
large cities have hundreds of thousands of readers to serve, and much of
the prevailing poor typography has resulted from efforts to present the
news to these readers in a way that editors assume will please them
best, without giving any thought to technical defects in the type work.
[Illustration:
EXAMPLE 402
First number of the first American newspaper issued regularly
]
[Illustration:
EXAMPLE 404
Front-page make-up of a Hearst newspaper on the occasion of a big
story. All of the display headings are probably too large
]
[Illustration:
EXAMPLE 405
The same news story, featured by the conservative “Times.” Headings
are mostly well balanced. Note the use of panels
]
The ideal newspaper would probably be one in which the reader finds it
easy to locate and read the articles in which he is interested, and in
which the contents are presented in an orderly, good-looking,
well-balanced and harmonious manner.
THE TITLE.—The name of the newspaper at the head of the front page
should be distinctive in design, and it would probably add interest if
the style of the letters composing the title bore some relation to that
used at the time the publication was founded. Unfortunately, on most
newspapers the headings are altered every time a new type dress is
adopted.
For titles, most publishers of city newspapers seem to have a liking for
English or German text letters. Such letters are doubtless good for the
purpose, as they are different from any that appear elsewhere in
newspapers. The New York _Sun_, as an instance, uses a black German text
letter, altho on its first issue in 1833 the title head appeared in
modern roman capitals.
It has become a practice to make use of the blank space on both ends of
the title line, and in such spaces will now be found weather forecasts,
slogans such as “All the News That’s Fit to Print,” and edition names.
(See Example 405.) It was the custom at one time, and is today to some
extent, to print under the title a quotation which defined the
newspaper’s editorial policy. (See Example 403.)
A type line under the title separated by rules on both sides contains
the name of the city, the date, the volume number, and information
regarding the price. (See Example 403.) Usually the rules have a double
line, altho some newspapers use single rules for this purpose.
THE TEXT.—The main desire of newspaper publishers, besides preparing the
news, seems to be to have the matter set in the smallest size of type
that can possibly be read. The large city dailies habitually use a
seven-point type-face, which is the smallest that should appear on any
newspaper. (See Example 406.) During the recent prevailing high cost of
print paper some publishers began to use six-point in order to save
paper, but they found that this move was a mistake. Newspapers are
published to be read, and everything possible should be done to make the
reader’s task an easy one. Experiments by an educational body in England
resulted in determining that ten-point should be the minimum size of
type used for educational purposes. From this it will be seen that the
seven-point type used on newspapers is too small and a cause of
eyestrain.
The narrow width of the columns of newspapers—twelve and a half or
thirteen picas—makes reading of the small type fairly easy, however. The
eye has been tested scientifically and the discovery made that a person
actually sees at a glance less than an inch of a line of type. Hence
long lines require extreme side movements of the eyeballs or of the
head. It is a mistake, as will be seen, to set editorials in a measure
that extends over two columns, as is done on some publications.
Space between lines also helps the reader in locating the beginning of
the next line, for which reason, and also to give them prominence,
editorials are usually leaded. The beginning of an important article is
sometimes leaded.
Lengthy excerpts or quotations are usually set in the same size of type
but indented one em at the right and left ends of the line. (See Example
405, third column.)
THE HEADINGS.—The first newspaper continuously published in this country
was a letter (see Example 402), and the items it contained were not set
off with headings. As the quantity of news increased and newspapers
became larger in size, headings were added. During the middle of the
last century most of these were side headings joined to the first
paragraph. When it became possible to print news promptly more attention
was given to displaying the headings. As the Civil War developed,
newspaper headlines grew, and with the Spanish War came front-page
headings of poster proportions.
Headlines not only advertise the contents of the text pages, but assist
the reader quickly to absorb the news. As the reader cannot in these
busy days read the entire paper, headings assist him in locating the
items in which he is interested.
The error of using thrilling scareheads for comparatively unimportant
events was made evident when the European War started. Some of the
publications had cried “Wolf!” so frequently that there was no emphasis
left for a really big story.
[Illustration:
EXAMPLE 406
Actual size of a well-treated four-deck Heading
]
Head-letter type should not be intensely black, unless the reader is
expected to read only the headlines. It is irritating to attempt to read
the text matter in an article if strong black headlines continually
glare at you. (See Example 404.) The head letter should be just a trifle
darker in tone than the background of text type, or if liberal leading
is possible a letter the same tone as the text is suitable.
Because of the narrowness of newspaper columns it is necessary that type
for headlines shall be slightly condensed, especially for the large
lines. As few type-faces are legible in a condensed form, it is a
problem to select a type-face for this purpose. Probably the most
successful type-face of this kind has proved to be Latin Antique
Condensed, a letter that has been in such use for a number of years.
(See Example 406.)
It is, of course, best to have all type-faces harmonious in design, but
the requirements of the newspaper are so unusual that in order to secure
contrast this rule must be violated. In Example 403 will be seen the
neat and restful effect that is possible by using thruout type that is
harmonious, yet there is a monotony to the page that could probably be
overcome by substituting, say, italic for roman in several of the
headings. On the page of the New York _Times_ (Example 405) will be
found headings in italic. Lower-case italic looks well used for the main
lines of a double-column heading.
[Illustration:
EXAMPLE 407
The sporting page of the New York “Tribune,” showing interesting
make-up
]
It is well first to harmonize the newspaper page, as in Example 403, and
then add needed contrast, as in most newspapers attempts at contrast are
so frequent that the result is confusing.
Paneled headings also add variety; specimens of such headings will be
found in Examples 404, 407 and 408.
Restraint in the use of display headings by the New York _Times_, as
compared with the noisy scareheads of the New York _American_ used in
reporting the same news, will be seen by comparing Example 405 with
Example 404.
What is called a four-deck single-column heading, as used by the New
York _Times_, is shown actual size in Example 406. Latin Antique
Condensed is used for the first two lines and Newspaper Gothic for the
other three decks. This heading as it stands is perhaps the most
pleasing and legible of those used by metropolitan newspapers. A
four-deck heading should present in the first deck the feature of the
story; the first deck, and if possible every other deck in the heading,
should contain a verb. The third deck is really the second in
importance, and, like the first one, is usually set in capitals. The
size of the lower-case used for the fourth deck is usually smaller than
that used for the second. It would be a mistake to use capitals for the
second and fourth decks, as the result would be monotonous and
illegible. The small section of text matter accompanying the head also
shows a seven-point face on an eight-point slug, as used by the _Times_.
THE MAKE-UP.—In the make-up of a newspaper the sometimes derided “art
tenets” should not be neglected. A good-looking newspaper has
well-balanced headings, properly placed illustrations, and the various
typographic details treated according to the requirements of good taste.
Large display headings are usually alternated at the head of the page
with small headings, which arrangement not only looks well, but enables
the reader to peruse one heading without interference from another.
It is the practice of most good newspapers not to have advertisements
appear on the front page, which is given over to the important news of
the day. As will be seen by Examples 404 and 405, the article of most
importance, no matter how large the heading given to it, appears in the
furthermost right column, whence it is usually continued to the second
page. Example 403 also shows how an important article can be featured in
the center of the page.
Interest and variety are also obtained by the use of a one-point rule
around a portion of the news, as will be seen on Examples 404 and 405.
The type matter on the inside is set close to, but not against, the rule
panel.
The editorials on most newspapers are to be found on the sixth page, and
on the same page letters to the editors are also placed. There is a
movement, begun by the Hearst newspapers, to have the editorials appear
on the last page so that they may be read without the necessity of
locating them in the paper.
The sporting page has also come to be an important feature of the
newspaper. An attractively arranged sporting page is shown in Example
407.
It is customary to build advertisements from the lower right corner of
the page in a step or pyramid arrangement. (See Example 408.) This
allows most of the text matter to appear at the left and in the upper
portion of the page, and also makes it easy to give position next to
reading matter as required by some advertisers.
[Illustration:
EXAMPLE 408
So-called pyramid make-up of a newspaper’s advertisements. A
“make-believe” newspaper
]
[Illustration:
EXAMPLE 409
Church book decorative treatment by Will Bradley Featured on a
Thanksgiving number of “Collier’s”
]
[Illustration]
PERIODICALS
The typography and the make-up of periodicals in the century last past
were sedate and uninteresting to most Americans. As a consequence there
came a change, and publishers endeavored to make their publications more
attractive to readers. The letterer and the decorator were permitted to
let their fancies run free over the magazine pages, and assuming that
their readers had poor taste and weak eyesight the publishers of trade
journals splattered their pages with ugly black circus poster type.
So long as there is poor printing (we read in the Good Book: “For ye
have the poor always with you”) there will be periodicals
typographically poor. Yet, thanks to those who have trained themselves
as typographic advisors, many American periodicals are now good to look
at and at the same time easy to read.
[Illustration:
EXAMPLE 410
Dignity in make-up and type treatment. By Walter Gilliss
]
We will consider the dimensions of the publication, the front cover,
number of columns, the margins, type-faces for the text and for the
headings, make-up of the illustrations, arrangement of headings, the
captions, the editorial pages, features, and the advertisements.
* * * * *
THE DIMENSIONS.—Whim has much to do with the selection of sizes for
periodicals, and precedent, or what the other fellow is using, has some
influence also. Assembled and stood on end, several dozen periodicals
gathered at random present the appearance of a platoon of “rookie”
soldiers before they have been ranged according to hight.
Sixty-six business and technical publications were recently measured by
the writer, and the dimensions of about half of them approximated 9 × 12
inches. The other half varied from 6 × 9 to 10 × 15 inches.
[Illustration:
EXAMPLE 411
Harmony of the type-faces used for heading and text
]
Examination of about two score of magazines revealed three groups of
dimensions: 7 × 10, 9 × 12 and 11 × 14 inches. These dimensions are
approximate, few magazines measuring exactly the same, the variations
amounting to half an inch in some instances and several inches in
others.
[Illustration:
EXAMPLE 412
Advertising the story to the readers
]
[Illustration:
EXAMPLE 414
Style of make-up of these three pages suggested by Benjamin Sherbow
]
[Illustration:
EXAMPLE 413
Interesting heading treatment and inserted feature panel
]
_Scribner’s_ is a type of the magazine in the 7 × 10 class (the actual
measurement being a trifle minus); the _Independent_, of the 9 × 12
class (actual measurement 8¾ × 12 inches); and the _Saturday Evening
Post_, of the 11 × 14 class, measuring exactly that size.
There has been a movement among magazines away from the smaller
dimensions toward the larger, for the purpose of better displaying
features and of enabling reading matter to be placed alongside of
advertisements.
To a similar extent the business and technical publications have
experienced reductions from the very large sizes that originally were
probably inspired by the bigness of newspapers.
There are also a few small pocket magazines of the _Philistine_ size
that Elbert Hubbard made popular.
* * * * *
THE FRONT COVER.—Typography has little to do with the average cover of
the general magazine in America. The foundation of the design is usually
a painting, the subject being seasonable or otherwise appropriate.
Lettering and decoration are added by an artist other than the one
drawing the picture. In such cases the design is changed with every
issue. Some magazines, the more conservative ones, use a design
containing lettering and decoration only, and with each issue merely
change such lettering as refers to editorial features.
The European custom of printing a paid advertisement on the front cover
of periodicals has extended to America, and, while such advertisements
will not be found on the general magazines, some business and technical
periodicals have succumbed to the temptation thus offered for increased
revenue.
When the front cover is sold, only an inch or so is retained for the
title of the periodical. One publisher did stipulate that no color in
the cover advertisement should come within two inches of the title; but
even this rule is now disregarded on his periodicals. The time may yet
come when the title of a publication will appear at the foot of the
front cover in six-point.
[Illustration:
EXAMPLE 415
Headings and text matter in the same face of type, Scotch Roman
]
[Illustration:
EXAMPLE 416
Type of medium strength and use of a small illustration in heading
]
[Illustration:
EXAMPLE 410-A
Section of text matter from the “World’s Work”
(Monotype No. 22-E, 10-point on 11-point body, 10 set)
]
A weekly technical periodical in every issue has some appropriate view
made into halftone and uses it inside a large panel under the title, and
a photographic journal prints a reproduction of an artistic photograph
on the cover, changing the subject with each issue.
* * * * *
COLUMNS.—The number of columns to a page should be decided by the size
of type used. Seven-point and eight-point type should be confined in
columns twelve or thirteen picas wide. Ten-point, eleven-point and
twelve-point type can be read even if the columns are sixteen or more
picas wide. However, no column in a book or periodical should exceed
twenty-four picas. Neither should a column be unreasonably narrow.
Scientific tests show that the eye is strained in the reading of wide
columns. The column should be of such width that reading of the matter
can be accomplished with only slight movements of the eyes to the right,
after they have been focused at the beginning of the line to fit the
size of type. When the column is too wide the head must be moved to the
right and left with the reading of every line or the eyes may be injured
from the strain and repeated change of focus.
A look over the examples of periodical pages in this chapter will show
practically an acceptance of these requirements—three columns in the
periodicals of large size and two columns in those of smaller size. For
pocket magazines one column is naturally sufficient. In several
instances (Examples 417 and 418) three columns instead of two would have
been advisable.
Gutenberg, when he planned the pages of his famous Bible, arranged for
two columns each about twenty picas wide, altho his type was large—about
twenty points in size.
[Illustration:
EXAMPLE 424-A
Section of text matter from the “Saturday Evening Post”
(Monotype No. 20-A, 8-point on 9-point body, 8¾ set)
]
It is a great mistake to set, as some business publications do,
six-point type in lines twenty-five or thirty picas wide. To require the
reader’s eyes, after being focused on such small type, to travel back
and forth that distance is almost an invitation not to read the matter.
* * * * *
THE MARGINS.—Blank space surrounding the printed pages in periodicals
should be apportioned as it is in good books—the smallest margin at the
binding side and increasing in amount in this order: Head, outer side,
foot. Even when the total amount of margin is small it should be
apportioned in this manner.
The rule can be stated in another way: the largest margin at the foot,
with the type page inclining toward the bound side.
Periodical binderies do not always give the publisher good margins, even
after he has planned for them. Unevenly cut paper, careless folding and
inaccurate trimming will prevent the securing of desired results.
In measuring margins the running headings should be ignored if they are
small, but in any event the printed page should have the appearance of
being a trifle high on the leaf.
* * * * *
TYPE-FACES FOR THE TEXT.—Type-faces for the text matter of most
periodicals must be chosen for reasons different from those governing
the selection of type-faces for other purposes, because of the small
size, usually eight-point or nine-point.
[Illustration:
EXAMPLE 422-A
Section of text matter from the “Independent”
(Monotype No. 20-A, 9-point on 10-point body, 9¾ set)
]
Type-faces that are legible and good-looking in twelve-point may prove
illegible and ill-looking in eight-point. This is to some extent true of
Caslon Oldstyle when printed on calendered surfaces. Such illegibility
may be due to the hairlines, which almost disappear in the small sizes.
Commendable letters for periodicals that require small type-faces are
the dark-printing kind represented by Century Expanded. Examples 422 and
424 are set in letters of this kind. (See also Examples 422-A and 424-A
for type matter as actually used.)
As these types have short descenders the text matter is made more
legible by separating lines with one-point leads or, in machine
composition, by casting a face on a body a point larger (as in Example
424-A, which shows an eight-point face cast on a nine-point body, and in
Example 422-A, which shows nine-point on ten-point body).
French Oldstyle (especially Cadmus) is not only fairly legible in small
sizes but good-looking. A representative of this style of type will be
found in Examples 410 and 411, and is shown actual size in Example
410-A.
Modern or old-style type-faces that are legible when printed on news
paper or antique paper are sometimes not so when printed on calendered
surfaces. A type-face such as Caslon Oldstyle was designed for printing
on dampened paper of an unfinished surface, and it is no wonder that it
does not appear at its best in small sizes on calendered paper.
[Illustration:
EXAMPLE 417
Box headings are conspicuous on this editorial page
]
[Illustration:
EXAMPLE 419
Excellent typography of an editorial page
]