Why Do Printers’ Estimates on 
the Same Specifications Differ? 
The answer is that they don’t. 
Let us explain. 
No specification you or anybody else ever 
made was complete. 
All the estimates you ever received on a 
printing proposition differed on the thing that 
you didn’t specify— Quality. 
Each printer quoted you on his quality. 
Now listen! 
There are only two things you can specify 
with exactness on a printing order—paper 
and size. 
Everything else is Style. 
Style consists of design, taste and work¬ 
manship. 
The king’s bones and muscles contain 
the same elements as the pauper’s: the only 
difference is personality. 99 
