If your ad does not show up well in the first few impressions run off, the press grinds on just the same, with little or no make-ready. Once they start, it is too late to stop to allow the press-room foreman to investigate why a certain ad does not print up well. The "Daily Bugle" must get on the streets, if possible, before its competitors with the important scoop that the Beghum of Swat has just died. If you have supplied the best material for the newspapers to work with, the clean-cut reproduction of your advertisement is insured. If you have been penny-wise and pound-foolish in saving a few cents on your ad-plate, all the dollars you spent on art, typography and white space for your ad are on the knees of the gods and liable to be spilled off the said knees, and your ad is messy looking when it appears. The advertiser invariably blames the newspaper and the newspaper passes the buck on to the plate-maker. The printed appearance of the ad is largely determined by the kind of plate furnished to the newspaper. The large daily newspapers are entirely dependent upon the stereotyping process for the necessary speed required in production. They do not print directly from type or cuts. The big advantage of stereotyping in this connection lies in the fact that it is the quickest method of producing a solid, duplicate printing plate from an original molding form. After locking up a page form, it can be molded, the matrix dried and the plate cast and ready for the press in about ten minutes. Therefore, only unmounted plates should be sent to the large daily papers and not wood mounted, as it takes too long for the heat to pass through the wood base in drying the mat. The unmounted plate is placed on a metal base, (because heat passes through metal quickly in drying the mat) and then locked in the form with the type and other matter composing the entire page. A mat is then molded from the complete form and a curved stereotype is cast from this page mat. It is from this curved full page stereotype that the large daily newspaper is actually printed. Since they must duplicate the plates sent to them by the stereotyping process, your expensively prepared advertisement, if it is to appear sharp and clean in the valuable space it uses, should be electrotyped by your plate-maker. A stereotype duplicated from an electrotype will print cleaner than a stereotype duplicated from a stereotype by reason of the fact that mats molded by the newspaper from electrotypes are sharper and deeper than when they are molded from stereotypes. Electrotypes have a distinctly sharper and harder face and are deeper than stereotypes. The very nature of the process and materials used in their manufacture makes this superiority inevitable. Wax is used as the plastic medium in which to mold electrotypes, whereas for stereotypes paper is used. Sharpness and depth cannot be molded into paper as it can into wax.