Building theatre patronage : management and merchandising (1927)

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Printing Materials 271 proper lengths, a careless, sloppy appearance is the result. This can be guarded against by careful proof-reading. Your choice of borders is limited by the supply at the local newspaper office. However, you can buy special borders for your own use, but these are often lost because in breaking down a form the borders are melted just like the regular borders. Some newspapers for regular advertisers prepare a special border without cost to the advertiser, and this border will be limited in its use only to that advertiser. Spacing. Space between the words when the type is not set in regular line is secured by using quads and spaces. Spaces are slivers of metal about one-third or one-fourth of an em in size. They are called 3-to-em or 4-to-em spaces, etc. In hand-set work the usual spacing is 3 to the em. In linotype composition the spaces are wedge-shape and divide letters and words equally. Quads are "em" in space. They are used to indent paragraphs, to separate sentences, and to fill out incomplete lines. Letter spaces (or 3-to-em) are used to widen display lines. For instance, if an extended letter in the same type face is not available, a letter space between each of your letters and larger space between the words will give you an apparently larger letter. Thus you can get an 1 8-point effect from a 12-point line. Space between lines is gained by using "leads," "reglets," or "furniture." A lead is a brass 1 point thick or type metal 2 points thick. Just as letter-spacing gives more apparent height to type in a word, so leading will give greater prominence to the words in a line. Therefore, 8-point leaded with 2 points is often better than a solid 1 0-point — and besides you get the advantage of more letters to the line. To get 4-point space between lines use two 2-point leads or "double lead." To get 6 or 1 2-point space, use wooden strips called reglets. Above 12-point you use "furniture," which is wooden strips in larger size, or metal slugs. For body type the leading is usually done on the slug. A linotype casts a solid line of type from moulds or matrices; it need not cast a 6-point letter on a 6-point slug, it can cast it