April, ’23] 
o’kane: the entomologist and the public 
179 
beyond four pages is seldom read from beginning to end, unless the 
man who receives it is directly interested in that particular subject or 
has specifically asked for a copy of the document in question. In the 
field of motion pictures the willingness of the public to read printed 
words has long since been studied and determined. A title of a certain 
number of words is allowable, but a title of double that number is for¬ 
bidden, even though there be plenty of room on the screen for another 
sentence or paragraph. The public will fail to read it all in the length 
of time available; and, having failed to read, will miss the significance 
of the scene that follows. So in a popular circular it is idle to disregard 
the willingness of the public to read. I seriously question whether 
a circular of four pages is actually read by a considerable percentage of 
those who receive it. Their time is short, or they think it is, which 
amounts to the same thing. 
By a similar principle a type face that is too small repels rather than 
invites. Many circulars are printed in 7-point type and thereby fail 
to reach their readers, where 9-point or 10-point would invite attention. 
If the text is of such length that larger type face is impossible, the remedy 
lies in condensation of the text rather than resort to smaller type. Nine- 
tenths of the circulars that we write we can condense, if we are compelled 
to. Most of them would be improved in the process. 
The importance of good illustrations is self-evident. This applies 
usually quite as much to the technical bulletin or report as to the 
popular circular, though, of course, the purpose of the illustrations and, 
therefore, their choice and treatment, may be quite different. Both 
the photographic print and the drawing should be utilized. Usually 
the purpose that is well served by the one is not so well promoted by 
the other. • Both are needed. It follows from this that the entomologist 
should be trained in the making of drawings and in the taking of pictures. 
In his later work he may come to depend on others to perform both of 
these tasks for him. But he ought to know how they are done. 
So far as the camera is concerned, it is likely that he will never wholly 
depend on others, for the reason that opportunity will arise to secure 
photographs of much value in his work if he habitually carries a camera 
with him and knows how to use it. In these days, efficient cameras 
are readily obtainable. The mechanical equipment is excellent. Plates 
and films are now made with wide latitude of exposure and with color 
values far better than those of a few years ago. Camera shutters are 
more accurate. In a word, the mechanical and physical equipment is 
far and away superior to that of ten years ago. The entomologist ought 
