The standard of type measurement is the "em." Since M takes more space than any other letter of the alphabet, a square which will just contain this letter in any type face is called an "em" of this type face and serves as the unit of measurement. Typesetting companies generally furnish rules with measure ments in the various type faces, and by their use the advertiser can quickly measure up space or copy.
The relative width of the individual letters neces sarily determines the number that can be set in a given line. If the face is condensed or "lean," crowded wording may be used. Standard faces vary in width, as seen in the following illustration where the first line is set in "expanded" type, and the second in "condensed." 14. Practical type arrangement.—Much that per tains to type arrangement is treated elsewhere in this volume under appropriate chapter headings.
For effective arrangement select a display type that is striking in appearance, one that conforms to the general tone of the advertisement, legible and, except in certain cases, of the present vogue.
Set introductory headings in 8-point if the body type is 6-point. This difference of two points for headings and bodies can be followed generally. The size of the headings should be in harmony with the style and size of the body.
Use 6-point or a larger size for the body of an advertisement. Type smaller than is nbt ad visable unless much matter must be crowded into a limited space and the paper is of a high printing quality.
Employ 8-point for single column sub-heads, 10 point for two or three column sub-heads, and 12 point if a greater width than three columns is desired.
For display heads use In computing the space that a head line will oc cupy, allowance should be made for: a. Space between words which counts as one letter.
b. Difference in the widths of letters of various styles.
A table showing the average number of letters in a line 2% inches wide may be constructed.
If it is desired to use a type size larger than point, which will be but seldom, wood and not metal type must be ordinarily relied upon. Few shops carry the larger metal type, altho it is sometimes cast as large as 72-point. The wood type is made in multiples of 12-point or pica and its different sizes are designated as 8-line pica, 10-line pica and so on.
15. Estimating space for modern newspaper and magazine practice of running a large amount of display in various sizes of type makes it difficult to estimate the number of words that will go into a definite space. In planning matter that takes
several pages, the following table arranged from data in the "Advertiser's Handbook," will be found useful: 16. Figuring it is desired to make a booklet with a page 4 x 6 inches, and that the ad vertiser wishes to know how much stock will be required to produce 10,000 booklets of 12 pages each.
It is obvious that each full leaf in the booklet must carry four pages, also that in any book the, number of pages must be multiples of four. In figuring the amount of paper required, the unit. of measurement will be a sheet 8 x 6 inches carrying four pages of size 4 x 6. A book of 12 pages, therefore, will contain three of these sheets.
The size of sheets selected will depend upon the amount of waste involved in cutting to the required size. As various sizes may be obtained, the advertiser should try to determine in advance what size will cut most economically, that is, with the least waste.
The first trial in this case produces satisfactory results, since there is rio waste. The result is obtained by dividing the actual size of the sheet by the re quired size.
Since each 12-page book will require three leaves 8 x 6 it follows that 10,000 books will require 30,000 sheets. As each 24 x 36 sheet yields eighteen 8 x 6 pieces, the 10,000 books will require 1,666 sheets 24 x 36. It should be noted that a reasonable allowance must be made for spoilage, and whenever a book runs into many pages so that the problem of binding be comes an important one, the printer should be con sulted as to the best size of sheet.
17. Selection of 'material.—Every advertiser should know how to apply tests for determin ing the fitness of papers for specific jobs. Mr. George French in his book, "The Art and Science of Advertising," gives the following suggestions on the testing of papers: Usually, printing paper requires a surface adapted to re ceive the impression of the type, rather than great strength or much sizing. It is important that the paper shall be free of acid, alkali and chlorine; that it has no uncooked wood or ligneous matter ; that the sheet be opaque.