ABSTRACT
This chapter discusses that in type ones ideas are principally devoted to finding ways of how to say the things one have in their minds. It is primarily for the guidance of the younger men in the field of industrial advertising. The chapter discusses of the various styles of type which might be employed, to designate the type faces by name, and to elaborate upon them. It urges the copy writer to investigate for himself the different styles of type which are procurable, and to touch upon more general facts that cover the manner in which type may be profitably employed. Choice of type is well chosen by the Speakman Company, In this case it is evident that the advertiser desires to convey to the trade the idea of beauty in connection with its product. Borders and layout may attract attention, but in the final analysis type is the real salesman.
