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•^ Profitable Lumber Advertising -^ 



POINTS ABOUT WRITING COPY 



Editor's Note 



This is the fourth of a series of nrticles on how to write lumber advertisements, the first being a general article 

 on the subject, the second on "Writing Cop.v." and the third on "Points about Writing Cop.v." The fifth ou the 

 subject, "Media, or Papers to Select," will appear in the next issue. 



Hard 

 Maple 



Whin the quality of being 

 hard is required in Maple. 

 A'ermont or Adirondack stock 

 should be specified. Maple 

 will not gi'ow harder for us 

 than other people, but it cer 

 tainl.v does grow harder in 

 this section of the country 

 than elsewhere. 



ir;; (\i\ maki: prompt siiii'mi:\t.-, 

 GEORGE WEBSTER LUMBER CO. 



21 Besse Place, Springfield. 



Ma 



Kiglit here you'll begin to wonder how much copy you can get 

 in a certain space. Tliis is not verj- technical and a little explanation 

 will teach you how to do it. 



All types are based on what is known as the "point" system. 

 There are 72 points to the inch — points refer to the height of the 

 body of the type and not the width. The face of the letter itself 

 on the body of the type doesn't go by any measurement whatsoever — 

 although each letter belongs to a certain series, such as old style 

 Eoman, etc. The point is simply 1/72 of an inch. Eight-point 

 type is generally 

 used in all body 

 or reading mat- 

 ter. 



jSTow for illus- 

 tration, we will 

 say you have an 

 eighth - page 

 space in the ad- 

 vertising section 



of the Hardwood 

 Eecoed. Take 



your rule and 



measure the width 



and length of the 



space — you find 



it measures 3%" 



x2%". Eedueing 



this to square 



inches, you get 



8% square inches. 



Keep this in 



mind. There are 



many tables is- 

 sued by which 



yoti can find the 



approximate num- 

 ber of words to 



the square inch, 



but one of the 



best, if not the 



best, is the one 



published on the 



reverse side of 



the I. C. S. type 



gauge. It gives 



the sizes used 



principally. W e 



will consider only 



ordinarv sizes. 



Hard 

 Maple 



Hard 

 Maple 



Fig. 1 



Whrii the quality of beins liaiii 

 is ri'fiuired in Maple, Vermont 

 ur Atlirondack stock should lu- 

 specitied. Maple will not yrnw 

 harder tor us than other pe*^pl<'. 

 but it ecrtainly docs grow har- 

 der in this sf'ction of the coun- 

 try than rltfpwhere. 



When the quality of being 

 hard is required in Maple, Ver- 

 mont or Adirondack stock 

 should be specilied. Maple will 

 not grow harder for us than 

 other people, but it certainly 

 xloes grow harder in this sec- 

 tion of the country than else- 

 where. 



WE (AX MAKI-J PROMPT SIIIPMESTS 



GEORGE WEBSTER LUMBER CO. 



21 Besse Place, Springfield, Mass. 



Fig. 2 



ITc I'dii Mitir Pi u lit lit Sliipim iit.s 



GEORGE WEBSTER LUMBER CO. 

 21 Besse Place, Springfield, Mass. 



Fig. 3 



tnard 

 Maple 



When the q\iality of bein",' 

 li;ird is required in Maple. 

 A'ei-mont or .Adirondack stock 

 sliould be specilied. Maple 

 will not grow harder for us 

 than cither people, hut it 

 <-ertainly does grow harder 

 in this section of the coun- 

 try than elsewhere. 



WE ri\ MAKi: I'ROMl'T f!HIPME\TS 



GEORGE WEBSTER LUMBER CO. 

 21 Besse Place, Springfield, Mass. | 



Fig. S 



OF THE SI.X ARRANGEMENTS SHOWN ABOVE, FIGS. 3, 4 AND 5 ARE PREFERABLE FOR .\ 

 SMALL CARD xVS THE BORDERS ARE IN BETTER BALANCE WITH THE REST OF THE ADS. 



Wor.DS TO THE Square Inch 



6 point, set solid 47 10 point, set solid 21 



6 point, 2 pt. leads 34 10 point, 2 pt. leads 16 



8 point, solid 32 12 point, set solid 14 



8 point, 2 pt. leads 23 12 point, 2 pt. leads 11 



(Two-point leads mean that a piece of lead. 2 points in thickness, is 

 Inserted between each line of type, thus making the reading more legible 

 and so that it will stand out.) 



Going back to the illustration — the space is small and vre'll sup- 

 pose that there is no allowance made for the border, heading, or 

 signature. In this size of space (% page) 8-pt. body type will be 

 all right. You have 8% square inches and by referring to the table 



^18— 



you will find that 8-pt. type set solid (without leads between the 

 lines) requires 32 words to the square inch. Then 8% squares inches 

 X 32 words to the square inch = 205 words for our eighth-page 

 space. There .vou have the simplest way of figuring the number of 

 words. Simple, isn't it? Due allowance must be made, however, 

 for a lot of long words — ypu can't get as many in the space in that 

 case. The reverse applies for a lot of short words of one syllable. 

 A little practice will teach you very readily. 



The subject of type faces is too deep a study to go into in detaU. 



The writer would 

 suggest that you 

 get from your 

 printer what is 

 termed a ' ' type 

 book.'' Your 

 regular printer 

 ifiU- get you^this 

 free. A good 

 type book will 

 give you many 

 ideas in arrang- 

 ing your adver- 

 tisements and 

 specifying the 

 types. And if 

 you would be 

 original and dif- 

 ferent from the 

 ordinary lumber 

 advert iser, it 

 would bo to 3'Our 

 advantage to get 

 a type book and 

 specify some par- 

 ticular style of 

 type different 

 from the other 

 ads on the page 

 on which your 

 advertisement is 

 to appear. This 

 means that your 

 advertise ments 

 will look differ- 

 ent, and that is 

 a good point in 

 commanding at- 

 tention. Just 

 keep in mind that 



I 



Hard 

 Maple 



When the qualit.v of lieing hard 

 is re(piired in Maph'. \'ermont or 

 .\clirondack stock should he speci- 

 lied. Maple will not grow harder 

 for us than other people, hut It 

 certainly does grow liarder in this 

 section "of the country- than else- 

 where. 



WE CAX MAKE PUOXtPT tHIlPMESTH 



GEORGE WEBSTER LUMBER CO. 

 21 Besse Place, Springfield, Mass. 



Fig. 4 



Hard 

 Maple 



When the quality of being 

 hard is required in Maple, 

 Vermont or .Adirondack 

 stock should he specified. 

 .Maple will not grow har- 

 der for us than other peo- 

 ple, but it certainly does 

 grow harder in this section 

 of the country than else- 

 where. 

 WE C.1.V MAKE PROMPT SHIPMENTS 



GEORGE WEBSTER LUMBER CO. 

 21 Besse Place, Springfield, Mass. 



Fig. 6 



you want your advertisement to stand out from the others on the page 

 so that the buyers won't miss it. The writer is speaking more 

 now of display or heading types, as well as borders, sub-headings and 

 signatures; for in these several parts of display are the means of 

 attracting favorable attention. Body types should always be of tie 

 most legible kind — the very easiest to read. A very radical e.\ample 

 of illegible type is old English. An example of the most legible type 

 is old style Roman. Ronaldson old style is another good one. Both 

 are most legible and do not tire the eye. 



Another good point in having a type book: Your space is 3%" 

 wide, we'll say — that is, an eighth page in Haedtvood Recobd. 



