8. size of the catalog page is governed largely by custom within the particular field in which the catalog is to circulate and by the need for "spreads" in order to show the line. The National Veneer Products Company issues a 16-page catalog, with fly leaves and cover. The size of the catalog page is 9 x 12 inches, with a center double-fold "spread" 12 x 36 inches. The Willys-Overland Company requires a page x 11 inches to display suitably the Overland line of motor cars. Stove cat alogs are usually no smaller than the 7 x 10-inch page of the Kalamazoo Stove Company.
The use of a smaller page is sometimes made pos sible by combining the folder idea with the catalog. The Coldwell Lawn Mower uses a catalog x 4 inches, but obtains the benefit of a x 12-inch "spread" by making two folds. The E. A. Strout Farm Agency secures a wide display by folding the 9 x 12-inch pages so as to take a 6 x 9 cover. This makes a book that fits easily into the pocket, yet re tains its impressive size and affords room for display.
9. Paper.—The choice of paper stock depends largely on whether illustrations are to be used and on the type of illustrations. If half-tones are to be used, a paper that will bring up the lighter tones is desirable. For zinc etchings or other engravings in line and with out heavy blacks, almost any paper may be used. If heavy blacks, such as those in silhouette drawings are used, papers with smooth surfaces are preferable.
Weight is one of the essentials to consider in the selection of stock. Care must be exercised to bring the weight well within the postage limit, remembering that the ink in a large catalog adds appreciably to its weight. When a catalog proves to be too heavy, trim ming of the margins may bring it within the limits of postage weight.
10. Quoting the price.—Some catalogs quote price immediately after the description; others have a price list as a separate and distinct feature of the catalog; while still others use the catalog purely for descrip tion and quote prices in the accompanying letter or separate literature.
A modern method which is coming into general use where large catalogs are used is that employed by the Kalamazoo .Stove Company and other companies which "pay the freight." The catalog is prepared, giving a full description of each article carried. Price quotations are placed in a supplementary price list in the back of the book, and these make it possible for the customer to see immediately what his expenditure will be for both goods and freight. Different price sheets are printed, so an inquirer from any locality can be quoted prices on the entire line.
This method of having a separate price list permits the catalog to be used longer than when prices are given after each article. No matter how prices vary, the descriptions are not affected; a new price list will cover the changes that occur.
11. Folders.—When there is need of considerable display area and when the sheet must be made to oc cupy a comparatively small space, the folder is the logical choice.
Folders may be classified either according to their content, or according to the manner of folding. Oc casionally a folder is prepared solely to give informa tion, but the vogue of direct advertising has almost driven this kind of folder from the mails.
Advertising literature, other than folders, must con form to certain more or less definite standards. Folders have no such restriction. Occasionally some advertiser asserts his freedom from conventionality by putting out a circular—oval, round or irregular in shape; but the majority of folders of all sizes are rectangular.
The "big display" of the folder is usually made by the "spread." Whenever space from facing pages is available, the use of the "spread" is made possible. Folders make the "spread" available wherever desired. One entire side of the sheet may, if desired, be used for a single display.
Their relative freedom from restrictions, their ad justable size and the ease with which they permit strik ing displays to be made, account for the increased use of the folder, particularly in direct advertising.
12. The practical work of preparing a dummy for booklets, catalogs and folders varies with the requirements of each. In the booklet, with its series of pages substantially alike, the work is com paratively simple. Often the booklet may be made directly from galley proofs, after the size of the page has been decided upon.
The catalog frequently calls for a dummy covering practically every detail. The skilled catalog prepares thoroly realizes that it is much cheaper to work with pencil and paste than with types. Being kept closely to his appropriation, he uses every available "short cut" to make as many of the necessary changes as possible in the dummy and as few as possible in the type-form.
In laying out a folder, the form of the fold and the succession of the type-forms leading up to the spread, when there is one, must be considered. Hence the dummy also becomes an important aid in the prepara tion of folders. The layout of The Business Mas querader shown on page 218 illustrates the method used in preparing the layout.
Waste space is avoided as much as possible. If a return card is to be used, this may be attached to the folder by inserting the corners in slits cut fOr the purpose or it may be a perforated part of the folder. In preparing a dummy for a booklet, sheets of the stock selected are folded to the proper size. The folded sheets are pinned, stapled or stitched together approximately as in the case of the printed booklet. If headings are to be used, these are 'indicated thru out the pages. The illustrations are indicated either by rough drawings or by "tipping" proofs of cuts on the pages to be illustrated. The cover, cut from the stock to be used, is added. The completed dummy gives an exact idea of how the booklet will look when finished, and furnishes, when specifications are added, a simple guide to the printer and binder.
In the catalog, the page. is the dummy unit. Il lustrations are carefully indicated on each page. The space, in terms of the number of words, is exactly figured so that the type will neither fall short of nor exceed the space allotted. By the use of style pages, the most complicated layouts may be indicated with clearness and precision. If desired, the entire book may thus be assembled in blank page form.