Neither will stereotype metal poured by gravity against a paper matrix mold be as sharp and deep as copper deposited electrolytically on a wax mold. It follows, therefore, that when an unmounted electrotype is supplied to the "Chicago Tribune" or the "New York Journal" or the "San Francisco Call" they are stereotyping your ad in the page form from a plate molded in wax directly from the original. On the other hand, when you supply a stereotype of your ad to the large dailies this stereotype is already one step removed from the original master plate and means that two paper mats intervene between the original supplied to the plate-maker and the final stereotype of the page containing your advertisement. In short, they are duplicating a stereotype from a stereotype and each duplication means a loss in sharpness and depth; therefore they should be supplied with a sharp electrotype from which to make their final page mat. Obviously when a stereotype is supplied to the large dailies they are working from a plate that is neither sharp nor deep to start with, as would be the case if you sent them an electrotype from which to work. An electrotype is economy in the end and will save you grief, when the cost of space is considered. Should you desire economy, order your plate-maker to send mats--copy considered--to the large dailies. A mat is less expensive than a stereotype and will reproduce your advertisement equally as well. When you send them a mat instead of an electro there is one more duplication for the newspapers to make in producing the final stereotype from which they print, but the mat which your plate-maker furnishes them is at least molded directly from the original plate, so that it is sharper and deeper than the mat the newspapers have to make when you furnish them a stereotype from which to work. When you furnish the large dailies with the mat they cast a flat stereotype first, which is locked up in the form with the other matter composing the page. This entire form is then molded into a mat and stereotyped. The small dailies and country newspapers print directly from type and cuts. They use a flat-bed press. For this reason it is necessary that the advertising-plate or dealers cut which you furnish to them should be mounted type-high. The best plate you can furnish them is none too good; their make-ready and the general handling of their material is not of the highest order in efficiency as compared to the large dailies, and it is entirely probable that even with a good sharp electrotype, your advertisement may not show to advantage. With a stereotype, the liability of smudgy printing is greatly enhanced.