them consider the editorial pages as to their type, headlines, illustrations, margins, paper and quality of printing yet these are all influential factors in the success, power and purpose of the publication. To make the type in which the advertisement is set agree with that which the reader of the journal knows and with which his eyes are accustomed, is adding one more urge to your invitation to read. A very few words, however scattered, if the arrangement is actively pleas ing, will not prevent the reading of an advertising message. One cannot safely take the same attitude toward an advertisement of more than a dozen words. The first purpose of type is to deliver a message. The more rapidly, lucidly and pleasantly it delivers that message the better it is for the job. If type faces of conflicting styles, in confusing sizes, in abortive arrange ments and contrasting colour values are used they make an unpleasant appearance, however modern the result may claim to be and they are suffering from an impediment of speech which annoys the people they are supposed to flatter. Even as time and tide wait for no man, so no man waits for type. And the modern man is too critical. He has been deceived too often. He wants news in whatever he reads to-day. Part of that news is legibility, part message, part layout and presentation, part illustration and packageat least that is what modern advertising should benews in every fraction of its being. Modern advertising has a great future if it keeps modern. 26

Modern Publicity en | 1934 | | page 32