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.

310 Building Theatre Patronage Indicate "leading out" required for particular lines. Allow plenty of white space. Leave your text open and inviting. If you use panels, do not pack them with type. Review. Now look over the entire layout in every detail to see that there is no omission. Then check up on unnecessary details and eliminate what is absolutely unnecessary. Then review your layout according to balance, movement, surrounding material, position of illustration, contrast, climax, etc. It is obvious that layouts cannot be prepared by any machine-made formula; nor can any set procedure be given to be applied in any rule-of-thumb way. The layout is a unit Every element from headline to illustration, from border to text, should all co-operate to give one outstanding impression and move to one climax. Consequently, no individual details will overshadow others unless to lead to climax. Evidently units can be shifted about until a satisfactory arrangement is secured. The Compositor. The sooner your layout-specifications get to the office, the better. This will give you time to get proof that can be read and corrected. Corrections will be heeded if you handle the matter tactfully. Do not get the reputation of being a kicker. When an error occurs in the proof, and the fault is yours, admit it. Cultivate the friendship of the men in the composing room. Ask their advice. Do not give the impression that you know it all. On the other hand, do not let them talk you into type styles which are easier for them, but less effective for you. If you mark type for display and they give you all caps roman from the machine, your objection is justified; but if there is not much difference between what they have given you and what you have specified, do not argue. Be willing, for instance, to accept machine display line rather than call for hand setting, except in exceptional instances. In general, be eager to learn. Ask for ideas. Get the compositor interested in your work. If you specify every detail, the compositor will usually feel that you know what you are