Building theatre patronage : management and merchandising (1927)

Record Details:

Something wrong or inaccurate about this page? Let us Know!

Thanks for helping us continually improve the quality of the Lantern search engine for all of our users! We have millions of scanned pages, so user reports are incredibly helpful for us to identify places where we can improve and update the metadata.

Please describe the issue below, and click "Submit" to send your comments to our team! If you'd prefer, you can also send us an email to mhdl@commarts.wisc.edu with your comments.




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.

304 Building Theatre Patronage material to select the cut or the parts of cuts that are best suited to your purpose. Of course, this material must be ordered well in advance to insure delivery. You order mats or electros according to the equipment at the local plant and according to the type of illustrations you will use, applying principles explained on pages 267, 268, 285-290. Space. Having first determined the material to be used, you lay out your space. Remember in this connection the column size of the particular newspaper you will use. Newspaper columns vary from 12 to 13 Yl ems m "width. The 12 -em standard was adopted during the World War. Up to that time 1 3 or 1 3 J/2 -em width was standard. Most newspapers still hold to the 12-em width, others do not — 385 newspapers use 12-em column width, 381 use 12}/2-em, 856 use 1 3-em. In figuring your space, remember that columns are separated by column rules to prevent the type lines from running together. This is a separation of one em. Sometimes this separation is effected by a narrow line down the page; sometimes only white space is used. If your layout occupies more than one-column width, you are given this one em extra width. Thus, if the newspaper uses the 12-em column, your two-column space is 25 instead of 24 ems wide, and your three-column space is 38 instead of 36 ems wide. Space is purchased by the inch or the line. Most of the city newspapers use line rate. The country papers sell by the inch. A "line" is the agate line, running 14 lines to the inch, so that the "line" is one-fourteenth of an inch. This gives a method of marking your size. If you want three columns 1 0 inches deep, you do not mark it 30 inches or 4 3-em 420 lines; you mark it either three tens or 1 40x3. Find out just how your newspaper marks space and follow that marking. Choose clean white paper for your layout. The more neatly and the more accurately you specify what you want, the more likely it is that you will get it. If you send in a carelessly prepared layout on butcher paper, the chances are that your care