Building theatre patronage : management and merchandising (1927)

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270 Building Theatre Patronage your important display matter. With larger size advertisements 12-point solid border should be considered the limit, and it is often better to use a pair of 2-point or 4-point rules with 2 or more points of white space between. How thick a border should be used for an advertisement? This depends upon the surrounding material and the size of the particular layout. However, by using only plain rule borders many effective combinations are possible. Thus thickness is given without creating the bad impression caused by the same thickness in solid border. For instance, use a 2-point rule on the outside and a half-point rule on the inside, with about 2 points of white space between the rules. We have in this combination a much more effective border than if 6-point solid rule were used. The size of the outside rule, the inside rule and the white space between can be enlarged, keeping the same proportion of two to one-half to two. By using plain rules in combination, different corner effects are possible. These make the attraction power of the layout stronger. Note the other corner combinations that are possible by using only the material available at even the smallest newspaper office, as shown in the samples given in the appendix. Border Position. Borders can either surround the entire ad or be used only at top and bottom, or only on the sides, or only at one side and bottom. Cuts, slugs and display type can all be broken through the border as explained in examples shown in the appendix. Hand-drawn borders not only involve extra expense, but can also ruin the advertisement unless prepared by a real expert. The hand-drawn border is prepared to give a distinctive appearance. The rope design border for a Western picture, the smoke design border for a fire picture, etc., are common enough in theatre advertising. But usually this design, after it has passed through the average newspaper press, is nothing to boast of. If borders are not carefully matched at the corners, or if the cast borders have been joined together carelessly to make