38 



THE SMALL NURSERY 



but one picture of a specialty on a page; a more elaborate 

 form is a four-page folder in which page one is used for 

 the letter, interesting printing occupying the other pages. 



This, as you see, is but a step from the folder or pam- 

 phlet, which is one of the most universally used pieces of 

 literature. In designing a folder, particular attention 

 should be paid to making the cover page inviting and 

 attention-arresting; much reliance should also be placed 

 on clean-cut photographs as a means of conveying the 

 message. The illustration material should be prepared 

 so that the reader could grasp the message completely 

 without reading a word except, perhaps, a few bold 

 headlines. 



It is not within the province of this book to discuss 

 type faces and other ramifications of typography, but if 

 the reader is going to design his own advertising he will 

 do well to study some simple text on this subject. There 

 are a number of good works for the layman, among the 

 newest and best of which is ''Making Advertisements 

 and Making Them Pay," by Roy A. Durskine (Scribner's). 

 Important to keep in mind is the great value of white 

 space in displaying type, and the corresponding lack of 

 value of heavy type faces. Fancy type is usually hard to 

 read and should be avoided. For best attention value the 

 important message should always appear just above the 

 center of the page in slightly larger type than the rest. 

 Peculiar shapes of pages should be avoided, such as a 

 square page or one made up of a multiple of squares. 

 Your printer, if a good one, will tell you about these things. 



For cumulative results over a period of time, one of 

 the cheapest, and what is being recognized as one of the 

 best, forms of direct advertising is the monthly bulletin 

 or magazine. It can be made not only of great pulling 

 power, but of educational value as well. It is a plan 



