The Rapid Electrotype Company knows the mechanical equipment of the different newspapers throughout the United States. It sends mounted plates to those papers that print directly from type and cuts, and unmounted plates to those that stereotype their forms. This detail is left entirely to their discretion. The names of the towns to which your advertisement or dealers-cut is to be shipped is all the information they require in order to determine whether or not to ship mounted or unmounted plates. THE RAPID ELECTROTYPE COMPANY The Rapid Electrotype Company of Cincinnati was organized in July, 1899, and incorporated under the laws of Ohio in May, 1902. It has been in service over a fifth of a century. Prior to the organization of The Rapid Electrotype Company, electrotyping was, on the whole, a localized business. The Rapid Electrotype Company pioneered in the service of making and distributing newspaper advertising plates--electrotypes, aluminotypes, stereotypes, and mats--direct from its factory in Cincinnati to newspapers and dealers throughout the United States. The originality of this service, intelligently rendered to advertising agencies and advertisers, was one of the reasons for the increase of their capacity from only five thousand square inches of plate matter daily in 1899 to one million square inches per day in 1921, and from an organization of only nine men to one of over two hundred and fifty, working in day and night shifts. Their new factory is unquestionably the largest of its kind in the world, especially designed and equipped for the making and distribution of newspaper ad plates of all kinds. Over forty-five thousand square feet of floor space is devoted to this service, and with their highly developed co-operative facilities they occupy a unique place in the advertising plans of many large national advertisers and advertising agencies. FACTORY PRACTICE Developing and serving an ever increasing volume of business has brought about a specialization in the factory practice of The Rapid Electrotype Company. It has kept pace with the demands upon its production and has made improvements in manufacturing methods designed to cut-corners in cost of manufacture, to be shared with its customers, and to make its service truly Rapid for all emergencies, without sacrificing quality. Its commercial job-plate department is a separate and distinct unit from the newspaper advertising-plate department. The character of the respective requirements of commercial job-plates and newspaper advertising plates make this departmental production advisable.