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
St. John Cooper favours drawing as an escape
from the troublesome reproduction questions
which photography entails in newspaper pro-