A I) V E R T I S I N G A R T S
O C T OBER 1 1930
9 EAST 38 th STREET, N E W 1 O R K
FREDERICK C. KENDALL, Editor
Ruth Fleischer, Associate
What Makes a Magazine Modern? By Dr. M. F. Agha 13
Prize Winning Posters in World's Fair Designed by W m. Welsh, Fred Good,
Competition Andre Wilquin and I. Sahula 18
We Pause to Honor: Elmer Adler, Fred and Bertha Goudy,
Peter Arno and Egmont Arens 20
"East Coasting" with Lynn Ward By J. W. George 21
Techniques for Newspaper Reproduction By Harry L. Gage 25
Interiors of European Stores 30
Anton Bruehl By Nathan George Horuitt 33
Book Pages and Covers Designed by Joseph Sinel 42
Jean Carlu By Amos Stote 45
Eight Distinguished Letterheads Designed in a Variety of Contemporary
Ladies in the Abstract A New Idea in Windoiv Displays 53
The Daily News Building Photographs by Thurman Rotan 54
The Evolution of a Trademark 57
Playtime Drawings By Ludlow Kravis 58
M. C. ROBBINS, President J. H. MOORE, Vice-Pres. and Gen. Mgr. F. C. KENDALL, Publisher
New York: F. K. Kretschmar, Advertising Manager; M. M. MacCollum, Noel C. Breadlt; M. C. Robbins, Jr. Caledonia 9770.
Chicago: Norman E. Knudson, Western Manager, 1328 Peoples Gas Building. Harrison 5858.
Cleveland: H. C. Latimer, Middle Western Manager, 509 Swetland Bldg. Main 9672.
San Francisco, Los Angeles and Portland, Ore.: Arthur W. Stypes, Inc.
Atlanta: Blanchard-Nichols-Coleman, Grant Building.
Advertising Arts is a supplement to Advertising Selling, the price of which is: U. S. A. and Canada $3.00. Foreign $4.00 a year.
Member Audit Bureau of Circulations and Associated Business Papers, Inc., Copyright, 1930, by Advertising Selling Publishing Company, Inc.