We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
266 Building Theatre Patronage
3. Avoid too many varieties of type face in the one adver
tisement. Even with one type face, enough varieties can be secured to give contrast, for you have caps, boldface, italics, extended, and upper and lower lettering. Large areas of type in italics or boldface are not easy to read; use italics and boldface to emphasize details.
4. Paragraph liberally. The short paragraph adds to read
ability and is inviting.
5. Avoid small types, because in newspaper reproduction
they fill up and become unattractive and unreadable. Type smaller than 8-point seldom reproduces well in the newspaper advertisement.
6. Avoid too much boldface or italics, and use these only
for individual emphasis.
7. The length of a line of type which is ideal for legibility
depends upon the size of the type. The fact that newspaper column lines have a standard width did not happen by chance. This standard width, is most suitable for legibility with the 7-point type that is used in the newspaper column. A maximum and minimum line width for each size of type should be considered. It is just as hard to read 8-point type on a 1 4-pica line as it is to read 24-point type on an 8-pica line. For ready reference the following minimum and maximum for line width is indicated for the more commonly used type sizes:
-r c. Minimum Maximum
Type Size (in picas) (in picas)
6 Point 8 10
8 Point 9 13
10 Point 13 16
12 Point 14 21
14 Point 18 24
Limitations.
In actual practice the theatre advertiser is limited to the use of the comparatively few type faces available at the local newspaper or at the local printers'. Therefore, for your purpose get a copy of the style book used by the shops you patronize. If there is no style book, you can at least get proofs of the type faces available. If the newspaper equipment is inadequate, the manager can co-operate with local advertisers to request that additional type fonts be secured. Adequate