Building theatre patronage : management and merchandising (1927)

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268 Building Theatre Patronage The screen used for a particular cut is determined by the paper on which the cut will appear. For most newspaper printing, 50 to 65 screens are used. Finer screens would clog up the cheap ink on the fibrous newspaper page and give a black smudge. For better stock paper 100 or 120 screens should be used. The finer screens should be used on hard surface paper known as plate or enamel paper. It is possible to print a 60-screen on the better grade paper, but the result will be crude. If you cannot get a cut made to suit a particular paper stock, it is better to use no cut. It may happen that a half-tone cut must be copied. Unless the engraver uses a screen that exactly matches the screen of the cut to be copied, perfect reproduction is impossible. The original half-tone gives the stipple. A line cut will reproduce this stipple and give what is practically a half-tone, though made by the line process. Therefore, in this emergency it is better to order a line cut. A general rule that can be safely followed is to avoid the use of half-tones for reproduction on newspaper stock, if a line cut of the same material is available. Half-tones will smudge and look sloppy after a few printings. The line cut carries less detail generally and will get more attention in newspaper work. If you use a half-tone cut, let it be one with solid outline. The half-tone profile, for instance, will smudge until the profile cannot be recognized. Cuts are either the original photo-engraving, or an electro, or a "mat.** Most of the cuts for theatre use are in matrix or "mat" form. The matrix is a mould prepared by beating a soft paper flong into the crevices of the cut and then baking it. The flong is composed of layers of coarse paper pasted together. The baking is done on the steam table with blankets absorbing the moisture. The result is a light, tough card — the matrix. This matrix, in the printing office, is put into a casting box and molten metal is poured over it, which forms the stereotype. Many stereotypes can be cast from a single mat. It is the stereotype that is used with cylinder press printing. The majority of newspapers to-day can cast from mats. Before 1915, a survey showed that fewer than 100 small town newspapers or printing shops were provided with casting boxes. If