There's a good test possible. Make a photographic print of your advertisement, the size it is to appear, and paste it on a newspaper page--not a New York or Chicago paper, but a page in the "Bingville Banner." Before plates are made or even before pen and ink drawings are fully completed, you can change, rearrange, eliminate, or add to, as the case may be. The wise advertiser is the one who in preparing an elaborate and extensive newspaper campaign keys it in its printing qualities, not to the best papers on the list, but to the ones that are worst printed. This may mean the undreamed of thing of 100 per cent perfect! No advertiser can hope to secure full efficiency from a campaign if it presents a smudged and confused appearance. Newspapers are trig things in their own right. Their column rules and their precision of type make this an arbitrary condition. There is really nothing finer and cleaner and more pleasing to the human eye than a well-composed newspaper, hot from the press. Ugly advertisements can make an ugly newspaper. They can even spoil the set-up and typography in general of the reading sections. A newspaper is held responsible if returns from a single advertisement or a campaign are not satisfactory. It is looked upon as a "poor medium." Yet how many times the true fault can be traced to the message itself. Full efficiency in advertising is the result of full efficiency in the copy.... (Reprinted by the kind permission of The Bureau of Advertising, the American Newspapers Publishers Association, Mr. William A. Thompson, Director.) NEWSPAPER ADVERTISING PLATES Mechanical production of any kind is an unsympathetic and inexorable thing, and the modern large daily newspaper, in its mechanical production, is unsympathetic and inexorable to the highest degree. It reproduces exactly and impartially from all the different material supplied to it. Your ad-plate is locked into the form with the other matter composing the page. A hurried lock-up, and the form is molded into a mat and stereotyped. Fast presses and cheap ink do the rest.