PERIODICALS _Page 151_ Making publications attractive—Letterer and decorator—Circus poster type—The poor always with you—Many periodicals good to look at and easy to read—The dimensions—Nine by twelve inches a favorite with technical publications—Three groups for magazines—Growing larger—Pocket magazines— The front cover—Paintings—Decorative designs—Paid advertisements on the front cover—Appropriate views in halftone—Columns—Number decided by size of type—Wide columns strain the eyes—Gutenberg used two columns—Small type in very wide measures—The margins—Proportions as in good books—Good margins spoiled in bindings—Type-faces for the text—Chosen for legibility in small sizes—Separation with one-point leads because of lack of descenders—Difference in type-faces printed on coated and antique-finished paper—Lines need to be separated by leads—Should be well-formed as well as readable—Thin lines should be cut a trifle stronger—Type-faces for the headings—Same design as type for text matter—Desirable, but not always possible—An instance—Large, black headings should be avoided—Slightly decorative panels—Editorial headings and titles—Make-up of the illustrations—A background of gray—Well balanced—Text matter between illustrations—Same style on facing pages— Arrangement of headings—They sell the contents—A well-advertised story— The captions—Centered under illustrations—In two parts—Lines of same length—The editorial pages—No standard style—Unlike other reading pages— Features—Verse in italic—Restraint necessary—The advertisements—Bold types overshadow text pages—Good taste—Not to be mingled with text matter—Treatment need not be timid or blustering—When advertisers are best served. HOUSE-ORGANS _Page 161_ Little brother of the periodical and newspaper—Smallest and largest dimensions—Favorite sizes—Self-covers and covers that are separate—Not many pages—Published regularly-Titles—Number of columns—Margins— Type-faces—Headings—House advertising—Illustrations, descriptions and prices—Mistake to use dark types with illustrations—Ideal typographic treatment—Useful and informative—Light matter to maintain interest— Features—Borders and initials—Almanacs—House-organs on blotter stock—In newspaper style—A western printer’s expression—Specimens of actual work— Too much copy—Loose inclosures should not prove a nuisance—Return post cards—Postal regulations. TYPE-FACES _Page 169_