EXAMPLE 356
This size of blotter will cut twelve out of a sheet of standard blotting stock. The copy includes a calendar and is representative of the conventional copy usually supplied for blotters. The calendar is arranged without rules. The initial furnishes a spot of attraction, separates the two groups and carries the eye to the beginning of the message
THE BLOTTER
Blotters have a place in modern business which, while not so important as that of business cards, is fairly well established.
Business cards are left with customers as reminders, and altho blotters are sent for the same purpose, they have the added quality of usefulness. The treatment of a blotter should be as well thought out as that of a business card. In a sense the blotter represents the business house sending it, and while it may show less restraint and dignity than the business card, coarseness should be avoided in the handling of both type and illustration.
EXAMPLE 357
A modest amount of copy and neat treatment
The blotter as a means of publicity much used by advertisers is no longer an experiment; it is a familiar form in the printshop.
The advertising value of a blotter seems to lie in its ability to do one of two things—strongly and favorably to attract attention when received, or thru attractive simplicity to grow in favor during use. The former may be likened to a rocket which compels attention and pleases for a moment, and the latter to a star whose beauty attracts forever.
In planning a blotter it is well to keep in mind its utilitarian character and make it as useful as possible.