Refined theatrical printing, 372 (insert) A strong poster on plain lines, 373 (insert) Type treatment that suggests Franklin’s time, 374 Poster in Shakespearean typography, 375 Simple typographic treatment, 376 Colonial style on a window card, 377 Suggestion for an excursion card, 378 ADVERTISEMENTS _Page 130_ Newspaper advertisement arranged without thought, 379 Easier to read and more pleasing to look at, 380 A city department-store advertisement, 381 (insert) The conversational style, 382 Name and trademark sell the goods, 383 One word thoroly advertised, 384 Interesting use of white space, 385 A bordered advertisement, 386 Study in advertising values, 387 Pictorial store advertisement, 388 The store name does not appear, 389 Four country-newspaper advertisements, 390 (insert) A good-looking advertisement, 391 Suggested by building architecture, 392 A long list of agents, 393 Planned to sell high-priced cars, 394 Roman lettering and architecture, 395 Uncommon placing of blank space, 396 Modest display of a magazine advertisement, 397 Blank space emphasizes illustration, 398 A country-newspaper advertisement, 399 Classified advertisements, 400 NEWSPAPERS _Page 147_ First number of America’s first newspaper, 401 The first newspaper issued regularly, 402 Make-up of a suburban newspaper, 403 (insert) Front-page make-up of a Hearst newspaper, 404 Same news story by the “Times,” 405 A four-deck heading, 406 Sporting-page make-up, 407 Pyramid make-up of advertisements, 408 PERIODICALS _Page 151_ Decorative treatment of a Thanksgiving number, 409 (insert) Dignity in make-up and typography, 410 Samples of actual type matter, 410-A, 422-A, 424-A Typographical harmony of heading and text, 411 Advertising the story to the readers, 412 Inserted feature panel, 413 Illustration separated from heading, 414 Headings and text in same face, 415 Use of a small illustration, 416 Box headings on editorial pages, 417 Another way to feature editorials, 418 Excellent editorial typography, 419 Use of rules on editorial page, 420 News photograph on front page, 421 Fine typographic make-up, 422 Attractive first text page, 423 Running around illustration, 424 Feature page of a Christmas number, 425 Convention feature of a trade journal, 426 News headings and make-up, 427 Conservative, readable editorial page, 428 Caslon headings and old-style text, 429 Caslon typography on a magazine, 430 Typography of a pocket magazine, 431 HOUSE-ORGANS _Page 161_ Two pages in Kennerley typography, 432 (insert) Three pages from a quaintly-treated house-organ, 433, 434, 435