The

Little

Schoolmaster's

THE Schoolmaster has lately

read an unusually interesting book on a phase of advertising which, in the opinion of some people, has not received in the past the attention it has deserved advertising typography. "Typography of Advertisements that Pay" is its title, and the author is Gilbert P. Farrar, who will be remembered by our readers as having written a number of articles for PRINTERS' INK in the past on various phases of the same subject. The book, in fact, according to Mr. Farrar's foreword, is the result of requests for a more detailed treatment of the ideas first advanced in his articles in this publication.

Particularly praiseworthy is the great number of examples of advertisements with which the author illustrates his various points. Nearly 150 advertisements are reproduced complete, a majority of them in full-page size, and several of them are accompanied by reproductions of the same advertisements as Mr. Farrar would rearrange them for increased effectiveness. He also gives more than thirty "style-sheet" pages showing the various sizes of five or six dependable type families - Caslon, Cheltenham, Bodoni, etc.-in bold face, italic, bold italic, medium, wide and condensed.

Possibly not all of us would agree with Mr. Farrar that advertisements can be divided into eight general groups: Forceful Educational, Passive Educational, Handlettered, Poster, Character and Comic, Small Space, Mail Order and Department Store. Classifications, the Schoolmaster has decided, are very much according to the temperament of the classifier. However, the way in which the author classifies the styles of type which are appropriate for each advertisement, and then checks up his illustrative examples, is thought-provoking and stimula

ting. On the whole, the Schoolmaster believes that Mr. Farrar's book is a decided addition to the literature of the subject, and one which any advertising man could read with profit. The author is especially at home in the chapters on "Putting the Advertisement Together," "Pictures and Engravings," "Borders," "Handlettering," "White Space and Margins," and "Striking Effects."

*

A few days ago the Schoolmaster met on the street a friend who is an ardent amateur horticulturist. He was bubbling over with enthusiasm about some English walnut trees which he had just purchased, and he showed the Schoolmaster the letter he had received from the nurseryman, which caused him to buy the trees. It struck the Schoolmaster as a particularly interesting example of the friendly, homely, straightaway style of writing-the art which conceals art-and he passes it along to the class for their inspection:

"A few years ago my father found a hardy English walnut tree which had been transplanted from Northern Europe. This tree was bearing quantities of nuts of exceptional flavor and fullness of meat; in fact, better than any he had ever seen. He procured some of the nuts to plant on his farm near Lockport, N. Y., but the children found them and ate all but seven. These seven all grew, and in a few years the young trees began to bear nuts fully as good as the originals.

"Father was proud of his seven trees, which were fast proving to be the most valuable on his farm, one having produced over sixty dollars' worth of nuts in a single year. They were also the handsomest trees in the country, being tall and shapely with dense, dark green foliage and wide-spreading branches with white bark.

"Horticulturists came from all

parts of the country to see the

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grow English walnuts in the North from other varieties had been failures. These they found perfectly hardy, very good bearers, and the nuts the finest they had ever eaten.

"They were so delighted that they asked father to raise them some trees from his old ones, realizing that these would be thoroughly acclimated. The requests were so persistent that father did so, the result being that these trees are now well distributed as ornamental trees about the country and have proven to be perfectly hardy throughout the United States and parts of Canada. We are now planting groves of these hardy trees on our farms.

"We have a few of these young trees ready for transplanting. I have written thinking you would be interested in having some for your home grounds or farms."

The Schoolmaster's tree-buying friend informs him that this letter has been so effective that it has actually produced responses from men and women living in apartment houses, whose only place to plant a tree would be in a flowerpot on the fire-escape, unless they filled the bathtub with soil and let the tree grow out through the window! In fact, it is hard to imagine anyone with the least love of open country and growing things, who could read that letter without wanting to plant one of the progeny of the famous seven.

The writers of books on business correspondence are very fond of telling us to be original. "Avoid the stereotyped phrase" is their

express your own personality." Sometimes, however, the Schoolmaster suspects that we are apt to overdo the originality motif. For instance, here's a letter which a friend of his received the other day in response to an innocent inquiry for prices on a contemplated purchase:

any stock on hand whatever; we make entirely to order only.

We are more than sorry we can't even give you a quotation. It would surely be an injustice to tell our prices, you in turn accept them, and favor us with your order, and we unable to even give you an approximate-indeed, any idea, when shipment could be made.

The kernel of truth in the matter is in the fact that we have contracted to our full capacity for possibly a year to come, with our works running while the clocks toll the full twenty-four hours each day.

We want your good house to trade with us, but not unless the transaction could be closed with the seal of your good will. Our promises, and in consequence, your disappointments would, indeed, could maltreat a quest of our industrial household.

I am going to ask you to think of us now and then for future business, and add the hope that you will be tardy in erasing our name from your memory.

Thank you!

In the full spirit of appreciation.

And the man who received the missive is still holding his head and wondering!

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Buffalo Automatic Mfg. Co.

457 Washington St., Buffalo, N. Y.

HELP WANTED

WANTED: I want an intelligent printing salesman. Where is the most intelligent man in America in this line? GENERAL PRINTING CORPORATION, FORT WAYNE, INDIANA.

Publicity man, press agent. Good man. State qualifications and experience in full. P. O. Box 34, Cranford, N. J.

Western agency has an opening for a young man between the ages of 21 and 27 who is able to make snappy layouts and write copy under direction of a bigger man. State age, experience and send samples of work with first letter. Box 611, care Printers' Ink.

I WANT A MAN

with an idea, specialty, novelty or publication, in the Printing, Lithographing, Binding or Paper Line, that will keep my Hundred Thousand Dollar Plant so busy on my own stuff that I can cut out, eventually, competitive work for others. It's the finest plant on the Pacific Coast. Box 606, care Printers' Ink.

MONTHLY MAGAZINE OF NATIONAL CHARACTER WITH BIG FUTURE WANTS ADVERTISING MANAGER ON COMMISSION. Must be experienced and familiar with the field. Can be worked in conjunction with another publication. Address, E. P. C., Box 1500, New York

SPLENDID OPPORTUNITY for an advertising solicitor, and organizer of proved merit, in old established publishing house. The man who sells his services in his answering letter will secure a position of trust and profit, which can ultimately lead to a share in the business. Give full record, copies of testimonials and salary required. Box 627, care Printers' Ink.

TELEGRAPH EDITOR

WANTED

Must be a man of experience and judgment, who is a master at boiling down copy.

Address J.J.K., Box 608, Printers' Ink

MAIL ORDER

COPY MAN

Fastest growing eastern agency handling large volume of mail order advertising is looking for a successful mail order copy man. Must be able to demonstrate record. This is one of the big oppor tunities in the agency field. Write giving full particulars first letter, which will be treated in confidence. Address Box 626, care Printers' Ink.

Young man, bright, educated, aggressive in advertising department large retal organization; unusual opening for someone who wants to learn-where conditions are favorable to a good future. Apply by letter only for interview. Advertising Department, The Bedell Company, 19 West 34th St. WANTED-Business manager for daily newspaper in northwest. Must have man who can show results and who is capable of earning a salary of $5,000. Prefer a man between the ages of 30 and 40. Also, prefer man who could become stockholder in corporation, even for a small investment. However, the purchase of stock is not a requirement. All correspondence confidential. Address Box 605, care Printers' Ink.

Wanted-Assistant in advertising department large National advertiser. Must be bright, energetic worker with good initiative and fairly broad experience covering publication, street-car and out-door mediums. Want man with trained artistic judgment in developing and handling color work of all kinds. Must also be accurate and thorough in supervising and following up accounting and service details large, varied appropriations. Excellent opportunity. Give full details in first letter, which will be considered confidential. Box 622, Printers' Ink.

Advertising Writer Wanted

a

An automobile establishment with countrywide reputation for the quality of its literature wants a man who can write, as Assistant Advertising Manager. No artists in hyperbole need apply. The man we want must know how to use simple words forcefully-how to get the facts home without flourish. House organ work, requiring fluency and great originality also required. This position will pay the right man a good salary. Applicants will be expected to state past experience in full and submit specimens of workmanship. dress Box 615, care Printers' Ink.

Ad

Live Wire Middle West Adv. Agency

has opening for experienced Copy and Plan Man between the ages of 25 and 40, who has behind him a proved record for results. We do not want a mere word-juggler but a man who can plan the campaign, write the copy and follow it through to completion should this be necessary.

This man will be paid whatever he can make himself worth and his future opportunities for development will depend solely upon his own ability to produce.

In answering, state age, give experience in detail, send photograph and samples of work, state salary expected and how soon you can go to work. Box 612, care Printers' Ink.