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Handling of Mats Explained by Expert
William Brogan of American Press Association Tells How to Eliminate Difficulties in Casting
( Show This to Your Local Printers)
1AT HO is going to be the next President * * of the United States? How old is Ann? And —
H
How do you make mats work?
If
These are the three great questions of the hour and just at the moment, the last is the greatest — especially if the mats happen to be mats sent out to exhibitors by the Famous Players-Lasky Corporation.
If
Occasionally, in fact far more often than the possibility of there being a defect in the mat should warrant, complaints have been received from exhibitors that they could do nothing with the mats sent them for the advertising of their pictures. In practically every instance an investigation disclosed the fact that it was not the mat, but the manner in which the mat was handled, that was the matter — and that isn’t an attempt at a joke either !
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There are just two rules to be observed in the handling of mats, says William Brogan, Secretary and Treasurer of the American Press Association, which has made millions of mats for advertisers all over the country. In the first place, the mat must be thoroughly heated before it is placed in the casting box. By thoroughly heating, I mean to the last point, where every drop of moisture is driven out of it. The composition of the mat is such that it readily gathers moisture, and every mat that is sent out of New York
during a few days of rainy weather, for instance, usually arrives at its destination so damp that it can almost be crumpled into a mass of dough.
If
The second point to bear in mind is that the casting box must be thoroughly heated before the mat is placed in it. The best way is to make three or four dummy casts before inserting the mat, throwing the metal away after each trial cast.
If
If the casting box is heated and the mat is not, the mat will, in the vernacular of the stereotyper, “blow up ’ ; that is, the heat of the box will produce chemical action in the mat — which contains certain acids and yeast — and blisters will be raised on the surface.
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Likewise, if the mat is thoroughly heated and then placed in a cold box, the box will sweat and the mat will be destroyed, 'l ou can always detect, from the appearance of the mats after the cast is made, when either of these two cardinal rules have been violated.
II
When we started sending out mats several years ago, complaints came to us daily that mats were defective. In self-protection we started a campaign of education for mat users and the result is that now a complaint is so rare that it is an office curiosity. Quite a number of complaints were registered by many who were under the impression that mats could be put on a press without casting.