EXAMPLE 377
The Colonial style used on a window card
Poster printing should not be attempted unless the equipment is such that the work can be done profitably. Lack of sufficient wood type will result in poor printing and makeshift arrangements. However, absence of equipment did not worry a certain printer who did business some years ago. He had no wood type at all, yet he accepted orders for posters and, taking advantage of the craft courtesies of those days, borrowed all the type lines from a competitor. It frequently happened that when the competitor desired to set up a bill he found that the type was mostly in the possession of the borrowing printer.
EXAMPLE 378
Suggestion for an excursion window card
The large two-sheet and three-sheet posters look very big indeed to the printer in the small shop whose product is confined to the output of his platen presses, yet poster printing is merely printing on a larger scale. The builder of the New York subways was once asked how he found it possible to put through such a large undertaking. He replied that he knew he could build a cellar, and a subway was merely a multiplication of cellars. The printer who learns how effectively to produce a small piece of printed advertising matter should be able, by developing and enlarging on his ideas, to produce good poster work.
EXAMPLE 381
A city department-store advertisement of the good kind
ADVERTISEMENTS
Not every business man can write an advertisement well. Not every printer can set an advertisement well.