SECTION COMPILED BY TOLMER
If graphic publicity is to remain in the forefront of the modern movement
throughout the world, contributing (as its purpose requires) to speed up the
popularisation of that movement, it must redouble its efforts.
The severe competition which has grown up from the application to publi
city of all the by-products of light and sound must be taken into account.
Graphic publicity is at the cross-roads. Helped by improvements in technique
it has to maintain its progress forward.
The attractions of colour are at its disposal. The three main reproduction
processes, letterpress, gravure and offset lend themselves to endless variation.
Art, high standards of taste, new ideas, should, more than ever, be its source
But, like a river, beginning as a mountain torrent painfully and forcefully <l
cutting out its course, printed publicity seems to be slowing down, now that
it has reached more level going. The excuse is that it must obey the laws
of economics and adapt itself to difficult times.
The Paris Exhibition of 1937 gave publicity the opportunity of strengthening
its prestige. Never has it been accorded such a place of honour. A Palace to
itself and the collaboration of gifted men, assured it of a success which further
convinced a very large public. The value of technical processes, such as
photography, was emphatically demonstrated. Graphic publicity was very
well represented and might be said to reach full bloom. It is a pity we must
add that we could not find in it that essence of the movement of to-morrow
which a really great form of expression always contains.
In our age, when everything is organised, classified and card-indexed,
publicity has not escaped the trend. It is frequently called on to play a part
as one instrument in a large orchestra. How can it undergo this discipline
without losing its free individual spirit Very often it is addressed to women.
In that case it must preserve at all costs the charm and grace which the man
in horn rims, who has worked out the general plan of campaign like a mathema
tical equation, has perhaps overlooked.
It is up to us who have witnessed so many evolutionary movements to be
aware of their transition, and to look to the harmonious use of new develop-
ments in the art of publicity. In that respect, also, lies the necessity of publica
tions like Modern Publicity. They provide extremely useful comparisons
between the efforts of different countries, and act as excellent stimulants.
They have greatly helped to make publicity one of the strongest forces in
the modern world.