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CHAPTER XXIV ARRANGING YOUR LAYOUT
ARRANGING the layout, as discussed here, is a matter of, ^ first, how instructions should go to the printer or to the composing room of the newspaper; secondly, the order of steps that can be generally followed. Instructions should show the position of borders, panels, display type, illustrations, slugs, etc. They should also specify type size, type face, and position and setting of body type.
As far as preparation of layout is concerned, some few principles can be consciously applied; but the preparation of a layout is in good part a creative work for which individual ingenuity is responsible. It cannot be machinemade.
Exact technical and mechanical knowledge is one thing; spirit and enthusiasm are another. The technically accurate layout will never be completely effective unless it carries some of the spirit and enthusiasm of the one who prepared it. Technical arrangement is only the wire, and the vital spark is individual enthusiasm.
The main preliminary in preparing any layout is to approach a particular program with eagerness and enthusiasm. Do not get bored by seeing too many photoplays. Do not feel that a particular program, because it does not delight you, will not please others. Without enthusiasm any layout is cold. Selling depends upon warmth. So, first work yourself up to a pitch of enthusiasm — and then begin.
Preliminary.
You cannot be reasonably convinced that you have something worth selling until you have mastered the program by reading the press sheet and other available sources of information. Of course you have analyzed your community and you have selected that distinctive appeal for a particular program which is the most effective appeal which could be selected
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