son all through the ad and the result is a heterogenous medley of typographical shrieks.

Best to use heavy, black face type sparingly. Shout loud only when you have something of importance to say. To yell at the top of the lungs all the time is again to be like the "Wolf" crying boy.

It is wise before planning the display for the ad and indicating it upon the dummy, to write the copy out in its entirety without any display at all and then arrange for the display of the important lines and suggestions. The experienced writer needs not to do this but the beginner will find that he will get the best results by going into detail with the making, if every part of his early ads until he learns by experience to tell at a glance what is worthy of display and what is unimportant.

Of great value to the ad writer who lacks technical knowledge is one of the various little books issued about type, etc. They are usually of vest pocket size and contain all the necessary technical terms of the trade with sample of all sizes and the generally known styles of type. They enable you to make the printer understand. Such manuals sell usually for 50 cents.

The divisions of the advertisement below the introduction should be of sizes to suit the articles described and still there must be adherence to such forms as will maintain a symmetrical whole. These small ads require headings and these headings should be in display type of a style like that of the bigger headings. These, like all advertising type, must be clear plain letters easily read.

In choosing your style of type avoid anything fancy blind or too gray or merely outline. Get type that can be read. You are to make your advertising just as easy to read as possible, making every effort count to that end. Even the slightest obstruction to a reader may keep from reading that ad just the person whom you would most perfer to have see it.

The types that are best adapted to general newspaper advertising work and that can be found in most print shops are the following: Jenson, Jenson italic, DeVinne, Cushing, Caslon old style, Post old style, Nos. 1 and 2 Schoffer. These are standard and popular.

In varying from these standard easily read letters it is necessary to be very careful to avoid getting something hard to read at a glance and headings, names, catch lines etc., need to be readable at a glance without the consciousness of reading at all, just as one may see three birds on a fence and know that there are three without having to count them.

In borders the safe and simple borders of attractive design and of sorts found in most offices are Caxton, Florentine, Newspaper, Nos. 70, 74 and 79, Post Band C. Flame and Laurel. These borders are of course obtainable in different sizes (or widths).

There should be somewhere with the name plate, if not always a part of it the location of your store unless in a very small village,

STREET AND NUMBER.

You may think that your store is so big and so popular that everyone knows where it is, but you were never more mistaken. There are people living in sight of its windows, at any rate its upstairs windows who never heard of it. Put the street and number on and then the newest comer in town and the most distant reader will all have you located. It often happens that someone from another town has been attracted by your advertising and having occasion to visit your town would take occasion to visit your store as well in search of some advertised bargain. If that person cannot find your store, does not know where to look and finally drifts into a competitor's, no one is to blame but yourself.

MATERIALS.

In making up advertising copy use a good pencil paper of any sort, preferably white and certainly unruled and all sheets the same size. Write with a pencil that is soft enough to make a black mark and not so soft that the mark will be an unreasonable smudge. The shape in which you present your copy to the printer makes more difference with the final results than you think.

Using odd scraps of paper of all sizes and colors and writing so close to the margin that there is no room for the printer to note anything if he wants to do so, is one way of getting the printer grouchy.

If you are to use cuts in your ad, paste proofs of them in their proper positions upon the dummy which you will send to the printer along with the copy. Upon the dummy with the cuts pasted on, and the headlines actually written out, indicate by letter "A", "B", etc., the different sections of the written matter and then in your written out copy remember it with corresponding letters so that the location of every bit of reading matter will be properly indicated.

HEADINGS AND BOXES.

Your heading should be bold and prominent. If you wish the headline to tell the main point of your sale, it is sometimes desirable to work up to it with a few short sentences above it, using that line as a climax.

All the sentences in your advertisement ought to be crisp and to the point. Long, involved statements will not be read, or understood if they are read. Brevity is something more than the "soul of wit". It is the soul of advertising.

In learning to make up an advertisement it is worth while to learn the use of brass rules. Every print shop has plenty of these and they are made in all sizes from the hair line width up to 18 point and in straight and waxed faces (or printing surfaces) They are better for use in separating the different portions of the ad than borders and the individual items can be boxed off separately by their use in boxes with either square or rounded corners.

In arranging the cuts and boxing of the different parts of the ad do not forget that in order to appear well the ad must preserve a balance, that is, some symmetry of appearance. Do not place all the cuts on one side, or a small one on one side and two large ones upon the other or the balance will be destroyed. The appearauce of the dummy when made will demonstrate to you the importance of this if you have the least possible eye for proportion.

In writing and making up the advertisement the writer ought to be familiar with the talking points of the goods he is to describe. He should know to what classes of people they appeal and then he will know what points to emphasize with display. To take up shoes for school wear and emphasize their dressy appearance rather than their durability and common sense fit would be

wrong. To write advertising telling about piano players and emphasize their durability in the hope of interesting the class of people who are musical experts would be wrong.

CLASSES OF BUYERS.

Your buyers are of two classes; people who want the goods and people who may be made to want them. The people who already want them are rather more open to the durability argument regarding a luxury since they have already admitted the desire to possess and the durability is an added inducement. But the one who must be made to want the goods must be appealed to by making them appear as desirable as possible and that is not by exploiting durability entirely.

The advertising of a cut-rate store of any sort requires rather different treatment from that of another store. The main argument of the store is admittedly the price. The low rate at which standard goods are sold is the great drawing card of the establishment.

This means that in following out this line of work, to make the advertising draw the most people, there should be a well displayed head which shall show that the store is a cut-rate store and that it frankly bases its claim for patronage upon price.

The advertisement then ought to contain as many items of well-known standard goods with the prices as can be shown in clear readable type well leaded (the lines being separated by more space than a single lead will make). The prices given ought to be such as will be recognized as below the normal local market.

TPYE NOMENCLATURE.

There are a few cardinal points about type that the advertiser ought to know even if he does not endeavor to make himself familiar with the more intricate details.

The point system of measuring type which has supplanted almost entirely the old arbitrary name system for the various sizes is based upon the division of an inch in height into 72 parts, each part being one point. The sizes of type as originally named are given below and the modern point size with them. This enables one to know how many lines of type of a given size any space will take. There is to be allowed of course in

Nearly all advertising space is sold by the agate line and is figured 14 agate lines to the inch. Eight points is as small a letter as it is desirable to use in advertising except in rare instances, and ten point is better.

It should be noted that types vary in width as well as in height. The same size letter may be made in a condensed style so that a line will take a fourth more letters than it would in standard size type; and in an extended or fat type that I will take a fourth less than it would take in standard type.

Large display types run to 48 point and big letters are in stock in most print shops for use in poster work. These large letters are made of wood and can be made any size but they have have no place in newspaper advertising. It is not the largest type that sells the most goods any more than it is the man who plays the violin loudest that pleases most listeners.

CARE OF CUTS.

The cuts used in advertising should have the best of care. No matter whether these cuts cost you anything or not, preserve them all in a systematic way in boxes with the faces protected. Any cut that may be in demand again should be saved, and the rest sold for their metal value.

To treat cuts like so much pig iron is to ruin them forever for use as illustrations. After use in the paper, get them back from the printer before they are lost or injured. Wrap them with a proof on the outside of the wrapper, putting a piece of cardboard over the face of the inside of the wrapping. Then file them away conveniently.

VARIETY.

Don't forget that variety is the salt of newspaper advertising. You may advertise the same goods day after day, issue after issue if you will, but do not use the same language or display to do it.

Vary the wording of your advertisements constantly and don't get into a rut. Above all things, change your advertisement every time. Never run the same copy twice. If you do I certainly will make it a point to haunt you.

A "Stickful" of Facts.

Giraffes and ant-eaters have tongues nearly two feet in length.

A train whistle has been heard in a balloon four miles above the earth.

The size of Sirius is believed to be 2,700 times greater than that of our Sun.

Terrestrial days are lengthening at the rate of about half a second a century.

The span of life in France is now seven years longer than it used to be sixty years ago.

Taking all crimes, more are committed in the autumn than during any other of the four seasons of the year.

On the 1st of January the earth is, roughly, three million miles nearer to the sun than it is on the 1st of July.

Cats' fur has no oily substance in it, and consequently is more easily wetted through than that of most other animals.

At Heidelberg is a church divided by a parti tion, in which Protestant and Roman Catholic services are carried on simultaneously.

Each stroke of a man's heart occupies about half a second; but the heart rests after each stroke, so that it only makes seventy a minute.

We are led to ask this question because of a number of articles that have appeared of late in various drug and soda water journals that were purely and simply knocks, and far more likely to do harm than good. We all admit that soda dispensers are not perfect, but periodicals that pretend to be trying to elevate the standard of dispensing, ought not to make dispensers out any worse than they are. It is all right to exhort druggists to elevate the standard, and to advise them to "have plenty of help," but to say that most dispensers try to give sloppy service is not true. There are many young men and boys dispensing soda who have missed their calling. They try to do right, but it is not in them to prepare drinks in a hasty manner.

One reason that the standard of service is no higher than it is, lies in the fact that wages are too low. Here and there a man realizes that he could secure better men if he would pay more, but if he tries it he is often discouraged before he finds the right man, but if he will stick to it long enough he will find a good set of men. No one man can change the general trend of things. As long as the average pay for dispensers lies in the vicinity of $8 to $12 you will have cheap help, but let the average be raised to $15 or to $20, and it will not be many months before you have attracted a better class of men into the fountain service.

If it is true that many dispensers do not know their business, it is also true that some do, and those who would pose as critics ought to learn the business before they find fault with others.

A few months ago I read an article by one of those would be critics. He was aiming to show the ignorance of a soda dispenser but only succeeded in showing his own. He told of a lady who went to a soda fountain and asked for "Malted Milk"; and then he notes the fact that the ignorant clerk asked her what flavor. This question seemed to demonstrate the ignorance of the dispenser to this learned critic, but to every learned dispenser it shows that the critic did not know the fountain business. When one asks for malted milk at the soda fountain, unless he specifies that he wants a hot malted milk, it is natural logic to assume that he wants a cold malted milk, and this is generally flavored with coffee, chocolate, vanilla or some other syrup. In fact it is a soda water into which has been incorporated a portion of malted milk. This is the soda fountain standard for serving malted milk at the fountain, when simply malted milk is asked for. This being true it would seem that dispensers ought to be commended for their intelligence and not lectured to for their ignorance when they do right, for such criticism tends to make men careless.

It is too bad that we cannot have a conference

of fountain owners and come to some accepted standard so that the public may know what to ask for if they happen to wander from their own home town. Take as an example the sundae. In one place it is called a frappé, in another a college ice, in another a lolly pop, in still another a throwover. Now, when you consider this, is it any wonder that the public don't know just what to ask for when they are in a strange place.

The rapidity with which the soda fountain has come to the front in late years, and the ever increasing demand for fountain drinks is a tribute to the dispensers who, often laboring under disadvantages, have done their best to give the public good soda and to serve it right.

That the fountain business has not yet reached perfection is evident from the fact that dispensers are constantly making improvements.

It is true that some fountain owners are always aiming to see how cheap they can secure the products that they use at the fountain, but they hurt no one so much as they do themselves.

Not long since in another article the same writer was throwing stones at the root beer served by druggists. His inference, though not put in so many words, was that if the druggist did not pay some one a large sum to buy a root beer syrup that he was not selling genuine root beer, and that the public could tell it, evidently inferring that, no matter how good the home product might be, it was of necessity different. This may be true but the three or four leading root beers vary as much from each other as day from night so that there is no standard. It is the druggists who have done much to elevate the standard, for as a rule they have aimed to give good drinks, and it is I believe to-day a fact that, on the average the country over, the druggist furnishes the best soda of any one class of dispensers.

Some Summer Formulas.

FRUIT SALAD FORMULAS.

Chop together 3 ounces of English walnuts, 3 ounces of pecan nuts and 60 maraschino cherries, and add 1 pint of simple syrup and 1 pint of crushed raspberries and add 8 ounces of white grape juice.

Place a little pineapple water ice in a parfait glass; fill about half full of vanilla ice cream, then fill nearly full of orange water ice, then fill with the salad and top with whipped cream.

COCOANUT SUNDAE.

Place a No. 10 cone of ice cream in a sundae cup; cover with freshly grated cocoanut and pour over this a little marshmallow dressing.

RAINBOW DRESSING.

Chop fine 1⁄2 pound of candied cherries, 1⁄2 pound of candied pineapple, 4 pound of citron, 4 pound of candied apricots, 1⁄4 pound of candied pears, pound of pistachio nuts and mix with enough simple syrup to give a working consistency.

RAINBOW SUNDAE.

Take a No. 8 ice cream cone and put a little strawberry ice cream in the apex, then a little water ice, any flavor, then a little chocolate ice cream, then fill with vanilla ice cream. Place the cone of cream in a sundae cup and pour over it a portion of the rainbow dressing and top with whipped cream. In the absence of rainbow dressing any fruit or fruit and nut salad can be used.

GOLDEN MINT ORANGEADE.

Into a 12-ounce glass squeeze the juice of an orange, and add 1⁄2 ounce of creme de menthe syrup and 1⁄2 ounce of simple syrup, then fill 1⁄2 full of fine ice and balance with ice water; shake thoroughly and top with a maraschino cherry and a sprig of fresh mint.

CHOCOLATE BON BON.

In the center of a small platter put a No. 8 cone of chocolate ice cream. Around the base place a ring of banana slices, then sprinkle the cone with mixed chopped nuts and on each end of the platter lay a couple of nabisco wafers.

SPRING ZEPHYRS.

Into a 12-ounce glass 1 ounce of strawberry syrup and 1 ounce of vanilla syrup, add 1 No. 12 portion of ice cream and fill with carbonated water and top with whipped cream.

MIDLAND PUNCH.

Into a 12-ounce glass draw 2 ounces of simple syrup, add 3 ounces of grape juice, fill full of