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VARIETY ■:■■'>' THE FIRST ISSUE OF -r-fii-r^rr WITHOUT ITS GREEN GOVEM ]:<%^i^S^r'-/^'i. t^JvV'y^ v.-'^'-*^ .i.t'i^^'-'-i^'''' Print&g and paper conditions have com- bined to force a change in the make-up and form of VARIETY, that will be inaugurated with VARIEHTY of April 16th next. , APRIL 16 ™^^. ■. .^'''rT-ycfv^xwi-'t^'- norfh and south on the Pacific Coast UiGKi weekly arrival of VARIETY. 3«K;^ y y^='-'t' .S'-i- V Tlie most impbilant feature of tJbe im- pending change will be that VARIETY henceforth will publish without its greeoL cover. .; - <•;;■•■• .': j ; f'■'■/;;i'vLV'v'::"^- On aM after April ieth, VARIETY wm be all white, from front to back page; v^- Another step f br^ by cpncKtipns is that VAJRIETy will change tiie size of its print page to 10 inches wide by 15 inches deep,; five columns to a page, with a page contain- ing 1,050 agate lines. Z The changes to be made are in the line of economy, of time and money. Increased circulation makes this 'impera- tive* The economy of time is as important, if not more so, than the money. VARIETY will circulate in New York on Friday as at present under the coming change and by Saturday each week east of Chicago and as far as St. Louis and New Orleans. West of Chicago on the direct line and northwest Saturday afternoon and Sunday intervene for deliveries through news agencies, but a gain of from 30 to 36 hours will be made west of Salt Lake and '^ The departure of VARIETYln^dispeiWK itig with its green cover (to save time ia binding), a trade-mark of foiurteen years' standing, will explain in itself the necessity felt for this move. While VARIETY may be a pioneer among trade papers in taking the radical step, it believes sooner or later the same conditions that compel it now would compel it at some future time. There is no need to wait, with the urgency of the time-^ saving making itself so evident the change can no longer be delayed. - ! ^; v^^^ :J^J-^^ !;.ii'^'.S'-.. With flie change in the fohn of VARK ETY-Hits increased size and white from' cover to cover—will come a change in the make-up of the paper. The style of make^ up of VARIETY which has proved so popu- lar with other theatrical papers they copied it literally, will be entirely done away with. VARIETY'S future make-up in the white will conform more closely to the daily newspaper idea than it has done in the ■ - "■' ■ ■'• !"■ ...".-V."' ' '-'..' - ';' ' The titte, VARIETY, will be prbmhiently: displayed in the first few issues of the new: form, on the front and back pages.;; 7. ; . This notice in one way or another will be repeated weekly to impress upon VARI-l ETY'S readers that there will soon be a 46 VARIETY" ALL WHITE !;?-Mio";v<"-VV .1.' "Tl 11 1i 11 11 'I :>{ I? ..;■• I 1 ■■r;- 1 -\ . 'j-^i -J] 1 .•Ir ■ H.i ML :■.! 1^ c ;■