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Iowa Quest (Newspaper) - November 1, 1951, Iowa City, Iowa f f Th e Iowa i u w u u e b r Cause of Bad VoL XIL No. 2 School of Journalism, State University of Iowa, Iowa City, Iowa November 7, 1951! Smaller Ads Help, Too How can small ads pay? This question is a throwback from a talk I made at the Iowa Press convention last April at which time I advocated cultiva- tion of the small advertiser. Just as there must be a mini-1 N mum price in job printing, so must most shops consider a min- imum price or size in advertis- ing. The problems are not ex- actly similar, however. My thought on the matter is that every business man in a no matter how small his business, is entitled to the use of your advertising columns which are probably bis only effective advertising medium. Since his advertising budget is necessarily limited, the obvious solution to making his small ac- count worthwhile is to sell him a larger amount of advertising at a time. Not larger ads, but a group of small ones at one call. Don't blacksmith small ads. Make the most of these small ads, too, running them in a block. Remember that every small business man has dreams of a bigger and better business, at which time he will take his big- ger and better advertising and job needs to the paper which considered his. small account worthwhile. PAGE MAKE-UP Is on important operation the boys learn in the newspaper production laboratory at the State University of Iowa. A student on maKe-up for a of the edition of the Quest. Written by editorial journalism students, the paper is printed entirely by the production students. May Give Trouble I have on my desk a small, paper-bound booklet, published by one of the larger metal com- panies, which has proved very interesting to me. This little booklet contains a wealth of in- formation covering just about everything a printer needs to know about linotype or stereo- type metals. There is one section titled Slug Machines. The title might have been Good Slugs. There is a long list of reasons for poor slugs. It seems the metal company is trying to show that poor or dirty metal is only one of the contrib- uting factors to poor slugs and actually there are many, many others. I agree with that view- point. I hove never seen a machine which could not be made to cast good slugs. I do not mean that I have never seen poor slugs. That would be a ridicu- lous statement. But whenever I have seen a machine produc- ing poor slugs, condition of metal was generally a point of minor concern. Not so many years ago I worked on an old machine built about 1891. This machine pro- duced good, solid slugs day after day. The operator was, and had been for years, feeding used fluxing metal is 650 degrees. The metal pot on a machine operates at 550 or less. 3. Time will be wasted. It takes more time to hand feed slugs and the job must be done more often than if pigs are used. 4. General machine mainte- nance cost will be higher. The operator who feeds slugs is going to have duty hands and this means dirty mats and increased troubles all the way through the assembling and distribution ar- eas of the machine. Time will be lost due to failures this increased dirt caused by introduced Use of White Space in Ads Is Termed VMosf Important' "What size type shall I This is a .question which every printer must ask himself when- ever he picks up the copy for any ad or job. Now that we have just passed Father's Day, I have been com- paring ads which had a defin- ite appeal about a few suggestions with those which crowded in illustrations, mesages, and prices about sox, ties, shirts, hats, or what have you. In my opinion, the propor- tion between type sizes and white space is all-important. Another way of saying it would be: "The most important ele- ment in making printing ef- fective is the proper use of white space." Many times in my experience as a foreman I have had proofs submitted to me which looked quite good. And I can clearly recall the amazed expressions I have provoked with a comment such as: "This looks pretty good but reset it in type a couple of sizes smaller aU the way through and see if it doesn't look even better." Rather than provoke an argu- ment, I have often -suggested that the printer hold his first setup until he had reset with smaller type and I would then leave the choice up to him as to which job or ad he would save for printing. Size of type actually has little to do with readability, or effec- tiveness, of most display ads. Therefore it does not follow that smaller type will promote read- ership anymore than that large type is necessarily attention compelling. The primary consid- eration in display ads is to make them attractive so that they will be read. Another tendency which I do Using Slug In Ad Makeup Solves Problem of Tagging What about tagging intermit- terit ads? The man who wants to know .what to do about this problem 1. Concentrate on getting the j is speaking for dozens of his reader's attention to the ad and friends. Every publisher has then creating a desire on his j experienced trouble at one time their ads should not be mail order type ads. Most customers of newspaper adver- tisers shop in person. Here are my suggestions: j or another because an insertion was missed. A simple solution which I have Just a few weeks ago I was called into a shop where a fairly modern machine was producing slugs which were simply unus- able. In this case the metal had been analyzed within recent weeks and was nearly perfect. Let us assume that the mod- ern machine lias been adjusted so that it is producing- perfect slugs. We now have an entirely different picture. Everything else being equal, which of these two machines will continue to produce good longer period of time? slugs over the One machine will use metal kept in A-l condition. The other will use slugs. With equivalent routine maintenance the metal IS going to be the determining factor. It is a generally accepted into the magazine and on the mats. This is a maintenance cost. 5. Shop efficiency will be low- ered. Fumes are much greater Africa The content of this special issue of The Iowa Quest is printed from columns written by Henry Africa and appear- ing regularly in the National Publisher and Publisher's Tab. Mr. is a lecturer in the School of Journalism and the Newspaper Production Laboratory at the State Univer- sity of Iowa. He has worked up from printer's devil to editor and publisher of his own Iowa weekly in his. 35 years in the business. Some .of the articles are shortened from the original version. AvOld Kerned Type foundTakes into a pot In selecting new type faces, jis to mark the ads by using a is a "bad Practice-" beware of over-hanging from a metal pot in which slugs are being fed. These fumes will pollute the air in the shop and increase fatigue. It is a known fact that as fatigue increases the accident rate also increases. 6. Plant costs will increase. The fumes, from a slug-fed .pot will also increase the long-range cost of keeping a shop clean. '7 These are some of the reasons why feeding slugs is a bad prac- tice. I suggest that any shop now permitting that practice consider other factors than just No. 1. One way to insure long, trouble- free service from your linecast- truth among machinists that machine is to feed it clean These serifs will break off when the case is slammed shut almost as easily as in a form that is machine slug on which the dates of insertion have been set. in type- Cast the slug, set the saw at 1 _ -j..- HbTWl. OCL VV Ct-L locked too tight before planing.. about 5 ems and saw off the If you must have an overhang- ing letter, buy from a foundry whieh casts angle body. such faces on an j ing material somewhere in the all that is involved, you may be fooling yourself. Like many another shop practice, "there is more to it than meets the Here are some reasons why I think slug feeding should be avoided: I. Maintenance costs on the metal pot will be higher. After along the side if com- a period of years it will be nec- BOTTOM of that slug. Then use this low slug, face up, for spac- part to see the merchandise or f ollow the suggestion made. 2. Do this by means of fewer illustrations and shorter copy, set in smaller .type sizes, attrac- tively arranged through making the most of the white space. Avoid making the reader read position is crowded. Keep all live ads in a central location and when the makeup man checks these slugs he need refer to no other record. He will very soon form the habit of grouping the ads for coming is- sues after which it becomes a simple matter to. check them i essary to remove and replace the mouthpiece and clean out the throat. This is a fairly expensive operation. 2. Metal will deteriorate. There is not enough agitation and the heat is not hot enough in a ma- chine pot to clean metal as it is being used even though it ap- metal. against the work sheet or such j pears that large amount of temperature for not like is that of taking too many words to tell an advertis- ing storyr I like to think of ad writing as though it was tele- gram writing. Get the message down on paper and then "boil it down to a minimum of words." The sales punch packed into a few, easily rcraemered words is much more potent than a long discourse which almost requires re-reading to get a clear Impression. Newspapers are not mail order around the it easv other record as is used in your dross does collect on the top of for him to read through them bv' M and wnen ads go in- the pot when slugs are fed. The arranging the elements so that the eye follows the design. 3. Screaming !n 72 point type may be effective in certain ads in others, consider the possibility of whispering in 18 the reader in on the secret of all this for only... 4. If the message requires a lot of words, keep the type in small. units so that, at most, the reader I will tackle it as being no more than a 10 or 12 point news para- graph Tather than shying away from a large body of large type which may actually contain few- er words. In this area of ad design and composition, I believe, there is possibility for a considerable saving in production costs in many shops. It is needless to say that production costs are taking on greater importance now that lush post-war days are tapering off into nearly normal times. An ornament stuck in a COD- ner, between elements of the ad, or to break up good white space, is out so far as I am concerned. Help the reader to and through the message. He is a busy man. PRESSES ROLL and The Quest comes to life m the newspaper production laboratory at the State University of Iowa. Two students the first few sheets through the cylinder on the Whitlock press in the laboratory. Worn Pinion Often Cause for Trouble Is the condition of the drive pinion important? This question calls attention to one of the sadly neglected, com- paratively inexpensive parts on a linecasting machine. The cost is around the job of replacement not too difficult, yet many machines run for years on end with the same old drive pinion, until the teeth actually becomes sharp as a razor. This pinion operates on the large gear wheel in the center of the main cam assemblv. Take a light and look at yours. If it has- n't been replaced in the last five years chances are you can see a definite amount of wear and you will be able to feel a nar- rowing down of the teeth. What difference does that make? Quite a little. The main load of machine operation is on that pinion. When badly worn there is always a certain amount of back lash through lockup, lifting of the plunger, at ejection, etc. That slight back lash, .not necessarily apparent to the eye, will cause a similar slight in- terruption in the smooth run- ning of the drive belt to the up- per area of the machine. Conse- quently, many transpositions and assembling troubles, plus distributor stops, especially of wide mats, can be traced to the worn pinion. Ask your parts salesman to check the pinion for you next time he calls. He can also tell you how to go about replacing it These men, most of them, have come up through the trade and will give you an opinion as to whether or not tilt replacement is advisable.
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