i); Another important demand of press artwork is that it shall suit the newspaper page. The average artist throws space away, and (while nobody will criticise intelligent handling of white space, smartly and cleverly used) space in the Express is rated at several guineas an inch. Ideally, artist and layout man work together this is possible with somebody, like Robb, who has been closely engaged on the work over a long period, and who can adapt a design slightly to get rid of any odd little gap in the typography. Yet another requisite of newspaper fashion work is that it should appeal visually to people who are not primarily interested in fashiona man should open a newspaper and say That's a nice picturewell-dressed, gay, happy woman." This is as essential as a good fashion point. The newspapers give so much space to fashion that this double appeal must exist. Press fashion illustration does not require meticulous detail, but should be sufficiently inclusive to act as a guide to somebody's dress maker. St. John Cooper favours drawing as an escape from the troublesome reproduction questions which photography entails in newspaper pro- I5I

Commercial Art / Art and Industry en | 1940 | | page 29