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This newspaper page contains 9 articles. Subscribers can read the full text of each article.
Newspaper
Iowa Quest
Location
Iowa City, Iowa, United States of America
Date
Nov 01, 1951
Page
1
A discussion urges newspapers to cultivate small advertisers by offering multiple small ads at once rather than bulk blocks. It argues every business, regardless of size, deserves column space and that bundling small ads makes their limited budgets more effective.
An editor discusses ad design focusing on white space and type size. He argues readability comes from attractive, concise messages rather than large blocks of text and offers tips to grab attention and boil wording to a minimum.
The text warns against kerned typefaces with overhanging serifs that break when cases slam shut or are locked tightly. It suggests purchasing from foundries that cast such faces on an angled body to prevent damage.
The piece argues for concise ads with fewer illustrations and smaller type to ease reading. It cautions against loud large type, urges organized layout, and stresses cost savings as postwar budgets tighten while readers stay busy.
A publisher proposes using a shortened machine slug with pre set insertion dates as a tagging system. Cut the slug to create a low face up slug placed in ads to mark insertion times and locations. Centralize live ads so makeup can quickly reference against the worksheet.
A metal firm guide argues poor slugs arise from multiple factors not just metal quality. It notes slug feeding into the pot increases maintenance, deterioration, waste, dirt, and fumes, reducing shop efficiency over time.
Special issue reprints columns by Henry Africa from national publisher columns. Africa is a journalism lecturer at State University of Iowa with 35 years in the trade. Some items are shortened from the original publication.
A metal shop article warns that feeding slugs into a pot creates fumes that pollute air and raise fatigue and accident risk. It notes six plant casts will rise and long term cleaning costs. It urges feeding clean metal to ensure trouble free linecasting machine service.
This article warns that a worn drive pinion on a linecasting machine causes backlash and interruptions in belt drive, leading to transpositions, assembling troubles, and distributor stops. Replacing the pinion is inexpensive, about ten dollars, and guidance is offered to inspect and replace it.
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