Editorially, it is to be regretted that advertising must go “alongside of reading,” but it is to be deplored that in so many periodicals, especially of the business and technical class, reading matter is seemingly written and placed for the purpose of accommodating the advertising.
The successful publication of a periodical, as of a newspaper, depends on liberal patronage from advertisers; yet these advertisers are best served when the publication is planned with first consideration for the text features, and the advertisements are prepared to harmonize and not clash with the typography of the text matter.
EXAMPLE 431
Good typography of a pocket magazine
EXAMPLE 432.—A house-organ by Taylor, Nash & Taylor, San Francisco, that features typography
HOUSE-ORGANS
The house-organ is the little brother of the periodical and newspaper. It is published most frequently as a means of communication between a business house and buyers of that house’s product. Sometimes the publication is circulated only among the house salesmen or other employees.
Examination of more than one hundred house-organs revealed a condition that prevails in every department of publishing—lack of standardization in dimensions. The smallest house-organ measured about 3 × 5 inches and the largest 9 × 12 inches. The dimensions grew, from the smallest to the largest, by quarter inches and half inches. There are many small pocket house-organs, some of which fit commercial envelops and others fit baronial envelops. If there is a favorite size for house-organs, it is 6 × 9, which dimensions are those of Examples [432], [436], [437], [441], [447] and [448], illustrated in this chapter. Another favorite size is 7 × 10 inches, which are the dimensions of Examples [444] and [449]. House-organs planned in the style of newspapers and containing four or eight pages are usually 8 × 11 or 9 × 12 inches in size.