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.
Arranging Your Layout 307
The very small space required for this display is more than paid for by the result it will get you. Very often this small display helps you give effective balance to a layout. It is indicated on your layout by pasting on the emblem or lettering from the press sheet cut. Letter this and give a corresponding letter to the material as it appears on the cut.
Headline.
It may be that the photoplay title is so attractive and interest-winning that it takes the place of a headline; but, generally, a striking headline is necessary, either to win attention for the advertisement when the illustration is not alone effective enough to do this, or, if the illustration has won attention, the headline can serve to bring that attention on to interest and lead into the selling text. The press sheet gives a variety of striking headlines. Select the one that will be most suited for your prospects, and which will tie-up most easily with your selling text. If you can think of a more timely headline or something that would be more effective locally, do so, applying what was indicated on pages 291 and 293. Display types available at the newspaper office can be used for your headline, just as display type can be used for the title if a hand-lettered title does not suit your space or the general proportions of the layout. With pencil, letter in your headline on the layout, indicating approximate size of type and position. Then specify type face, type size, etc. Use upper and lower case. Have plenty of white space to make headline stand out. If a double line is used, break the lines to indicate the sense.
Play-Date.
The plate-date is important. The position of this depends on the general shape of the layout. However, it is most effectively placed near the theatre slug. Play-date means specific days — "Tuesday and Wednesday** — and does not mean "Today and To-morrow.*' * 'To-day** may be yesterday when the advertisement is read. "To-morrow** never comes. Make your play day announcement definite. Letter in the wording and then specify type size and type face.