THE BEE-KEEPERS' REVIEW. 



213 



dowu between the cuds of the frames and 

 the ends of the case in the most swelled set 

 of frames I ever saw. If hives and frames 

 were made as I have described, and '>, play 

 allowed, they mifjht be sunk in the millpond 

 a week without the frames being swelled 

 against the ends of the case — it couldn't be 

 done. 



DISPLAYING ADYKKTISEMENTS. 



Dr. Miller, in his " Stray Straws," says: 

 " Hutcliinson sits up nights studying how to 

 make his advertisements look nice." Doc- 

 tor, you guessed pretty near the truth that 

 time. I do sometimes wake up in the night 

 and study over the matter of arranging the 

 display of some advertisf ment the •' make 

 up " of which is not entirely to my liking. 

 I know every style of type in my cases as 

 well as a mother knows the faces of her chil- 

 dren : and, after studyiuy over an advertise- 

 ment the night before, I often step up to the 

 cases and set it up exactly as it was i^revi- 

 ously planned in the night. 



As a rule the work of displaying adver- 

 tisements falls to the compositor, but some 

 advertisers indicate the style of display that 

 is desired. No one can take as much inter- 

 est in an advertisement as can the man who 

 pays for the space it occupies, and with a 

 knowledge of the rules governing the dis- 

 playing of advertisements many an adver- 

 tiser might at least word his advertisements 

 in such a manner that they could be most 

 effectively displayed. 



In displaying an advertisement, its cen- 

 tral thought, its leading feature, should be 

 given the most prominence. What is it that 

 is offered for sale '? Is it queens ? Then 

 " queens " is the word for the most promi- 

 nent display. The khal of queens comes 

 next. Then the price, who has them, etc. 

 If everybody is offering queens, then the 

 kind of queens might \<& made the most 

 prominent. If the breeder is a prominent 

 bee keei)er, then his own name might be 

 made the most prominent. What applies to 

 queens applies to other offerings. 



There is no necessity for the amount of 

 display that many imagine there is. A sin- 

 gle line or even a word, something of a 

 " catchy " character that will attract atten- 

 tion is enough, then let the rest of the ad- 

 vertisement be so well worded that, if the 

 reader has any interest in the subject, he 

 will read it through. The idea that the 

 throwing into an advertisement of a whole 



lot of display lines of different styles of 

 type is the making of a handsome and effect- 

 ive advertisement is wholly erroneous. In- 

 stead of trying to see how many different 

 styles of type can be worked into an adver- 

 tisement, strive to use as few as possible. 

 If the compositor has a series of varying 

 sizes of the same style of type he can often 

 display an advertisement handsomely with 

 only this one style of display type. If dif- 

 ferent styles of type are used, let them be such 

 as harmonize. The selection of neat and 

 tasty wearing apparel and the displaying of 

 advertisements are somewhat akin. No 

 lady with an eye for beauty ever dresses in 

 discordant colors. Her dress, her gloves, 

 her bonnet, her ribbons are of the same color 

 or shades of the same color — at least, they 

 harmonize. It should be the same in ijutting 

 together type in forming an advertisement. 



This matter of harmony should be carried 

 even into the making up of the advertising 

 pages. The cuts and heavy, displayed mat- 

 ter should not be "bunched " in one part of 

 the page, but scattered or so arranged that 

 the page will appear balanced. In making 

 up the forms it is also well to notice which 

 pages will appear best when placed opposite. 



How beautiful is beautiful printing, but, 

 as some one has said, " to raise beautiful 

 roses one must first have beautiful roses in 

 the heart." It's the same with — anything. 



HANDLING HIVES INSTEAD OF FKAMES. 



To choose the best topic for discussion is 

 no easy task. Of course it is well to have a 

 seasonable topic, but, sometimes, the dis- 

 cussion of one topic bring up another ; as 

 the discussion of bee escapes brought up 

 that of house apiaries. Some little happen- 

 ing, some expressive expression, somebody's 

 toes trodden upon, and the tongues and pens 

 are wagging. Everybody is interested and 

 the time is ripe for a discussion. When a 

 topic is uppermost, then is the time for the 

 Review to make it the subject of special 

 discussion. Never has there been such a 

 disposition, as at present, to take " short 

 cuts across apicultural fields." This is the 

 subject in which bee keepers seem* the most 

 interested at present, and the one particular 

 "short cut" that seems ready for a more 

 thorough investigation, is that of " Hand- 

 ling Hives Instead of Frames." 



Movable frames were needed, are needed 

 yet, but not for the purpose they once were 



