The Make-up.—In the make-up of a newspaper the sometimes derided “art tenets” should not be neglected. A good-looking newspaper has well-balanced headings, properly placed illustrations, and the various typographic details treated according to the requirements of good taste. Large display headings are usually alternated at the head of the page with small headings, which arrangement not only looks well, but enables the reader to peruse one heading without interference from another.
It is the practice of most good newspapers not to have advertisements appear on the front page, which is given over to the important news of the day. As will be seen by Examples [404] and [405], the article of most importance, no matter how large the heading given to it, appears in the furthermost right column, whence it is usually continued to the second page. Example [403] also shows how an important article can be featured in the center of the page.
Interest and variety are also obtained by the use of a one-point rule around a portion of the news, as will be seen on Examples [404] and [405]. The type matter on the inside is set close to, but not against, the rule panel.
The editorials on most newspapers are to be found on the sixth page, and on the same page letters to the editors are also placed. There is a movement, begun by the Hearst newspapers, to have the editorials appear on the last page so that they may be read without the necessity of locating them in the paper.
The sporting page has also come to be an important feature of the newspaper. An attractively arranged sporting page is shown in Example [407].
It is customary to build advertisements from the lower right corner of the page in a step or pyramid arrangement. (See Example [408].) This allows most of the text matter to appear at the left and in the upper portion of the page, and also makes it easy to give position next to reading matter as required by some advertisers.
EXAMPLE 408
So-called pyramid make-up of a newspaper’s advertisements. A “make-believe” newspaper
EXAMPLE 409
Church book decorative treatment by Will Bradley Featured on a Thanksgiving number of “Collier’s”