plc$ OF THE 
 WORK OF 
 
 H DESIGNERS 
 
 DILL fe' C OLLIN S CO 
 PAPERMAKERS 
 
 PHILADELPHIA - NETWORK p^^^t^^ 
 BOSTON 
 
 
/6?0^ 
 
Digitized by the Internet Archive 
 
 in 2010 with funding from 
 
 NCSU Libraries 
 
 http://www.archive.org/details/someexamplesofwoOOdill 
 
SOME EXAMPLES 
 
 OF THE WORK OF 
 
 AMERICAN DESIGNERS 
 
 DILL & COLLINS CO. 
 
 PAPER MAKERS 
 
 PHILADELPHIA NEW YORK BOSTON 
 
Copyright. 1918 
 
 by 
 
 DILL & COLLINS CO. 
 
 Edited and arranged by 
 J. M. BOWLES 
 
 Printed by 
 EDWARD STERN & CO., Inc. 
 
INTRODUCTION 
 
 ONE thingwhich shouldbe made clear at the outset of this 
 volume is that this collection of decorative designs by 
 American artists does not pretend to be complete. We 
 feel that in our title we have rather cleverly protected ourselves 
 against the criticism of even the most indignant relative for not 
 having included this man or that woman, for it is carefully 
 prefixed,"SomeExamplesoftheWorkofAmericanDesigners." 
 The chief reason why it does not exhaust its subject is, we 
 regret to admit, purely a commercial one. The book is limited 
 to thirty artists because Messrs. Dill & Collins make only thirty 
 different papers, quite disregarding the fact that there are more 
 than thirty good American designers. The selection of the 
 present thirty whom we have immortalized was not a selection ; 
 like many another volume, the book just grew. Roughly speak- 
 ing, we asked forty artists and thirty responded. We came out 
 just right. The reasons why we were spared the embarrassment 
 of having to exclude anywhere from one to ten contributors 
 are interesting. One man refused to come into our little book, 
 while another could not find anything among his collection of 
 excellent designs quite good enough to adequately represent 
 him in "so elaborate a volume." Another had not made any- 
 thing large enough for our page, which was our misfortune, 
 and another who does occasional commercial designs for one 
 client, desires to remain incognito. He spurned a suggestion 
 that he might occupy a little section of his own headed "Artist . 
 
UnknoAoi." Some artists are as bad as some business men, they 
 do not always answer letters by return of mail; one man an- 
 swered in October a letter senttobiminFebruan and a young 
 w Oman has not yet replied and ne\ er ^vill. Tben ^\e are free 
 to confess that not being infallil^le there are several excellent 
 designers whom we overlooked, no other word as ill express it, 
 and there are one or tAvo whom we did not knoA\ did commercial 
 w orkbut who do, at outrageous prices. Finallv. several possible 
 contributors disappeared, were found later in military camps 
 and could no longer be interested. 
 
 A word may l)e said on the tone of some of the text pages. 
 The poor artist always takes himself seriously. If I have not 
 taken some of these tabloid biographies too seriously it may 
 be only one way of indicating that I consider the subjects of 
 them artists of the first rank. 
 
 If the book has any aim. it mav be expressed in the hope 
 that it w ill be found, as far as it goes, a record and a reminder 
 of use to the American advertiser in his hour of need for the 
 artist's hand and brain. May he be as discriminating and as 
 generous in the future as he has been in the past! 
 
SOME EXAMPLES 
 
 OF THE WORK OF 
 
 AMERICAN DESIGNERS 
 
CLAIRE AVERY 
 
 Feminism in art is rarely more com- 
 pletely illustrated than in the charm- 
 ing circular panel from a cover of 
 Vogue on theoverleaf. When women 
 first came into art and the art schools 
 began to fill with girls about the time 
 when the word stenographer ceased 
 to indicate a man clerk and became 
 a synonym for young woman, the 
 r members of the weaker sex (that ir- 
 ritating phrase) could not resist a 
 tendency to work in heavy masses, over-thick lines and gen- 
 eral splash and dash, to show that they were not merely man's 
 equal but his superior; to prove to the universe that they could 
 Ije not only as strong and as bold in art as he, but that they 
 could go him one better. All this has passed and now woman 
 is quite content and even proud to be herself. 
 
 Miss Avery's cover is not only a good cover but it is com- 
 pletely feminine, so much so that, as extremes meet, it is al- 
 most masculine in its appreciation of the piquant young person 
 
 who is having breakfast in bed with her black kitten, also 
 having breakfast in bed. An original note is the dark mass 
 i^ackof the head and taste and decorative ingenuity are shown 
 in all the details. The little drawing on this page from another 
 issue of Vogue has distinction. It is also coloristic; we are apt 
 to forget what a beautiful color black can be. 
 
 Miss Avery is from New York State, learned her trade at 
 Pratt Institute and the Art Students' League, and now lives 
 in New York City. She has done some work for Marshall Field 
 & Co., Chicago, but at present is drawing for Vogue. 
 
Courtesy of Vogti^ 
 
Process Platp is a product ichich marks the highest 
 standard yet reached in the evolution of the Super- 
 Calendered Paper, excelling in durability, strength, 
 brilliancY of color and printing characteristics, the 
 so-called ' cheap" coated papers, and costing less. 
 There is, hotiever, no present indication that a sat- 
 isfactory uncoated substitute uill be found for a 
 high-grade coated paper such as Dill & Collins 
 Black and White, upon uhich is obtained aperfec- 
 tionofdetailandbrilliancy of effect that has earned 
 for it the reputation of possessing the best printing 
 surface available. Process Plate, therefore, should 
 be seriously considered inconnection uith ordinary 
 commercial uork. and as a uelcome substitute for 
 the low -priced coated papers, the deficiencies of 
 which are too well known to require description. 
 
RALPH BARTON 
 
 "* ENERALLY an artist can be placed within 
 the Umits of a certain school or its suburbs, 
 but we defy any art historian to place Mr. 
 Barton in any one section of art's vertical file. 
 Nor could we blame the baffled "clerk of the 
 collection," who, as Whistler wrote, loves to 
 "mix memoranda with ambition and reduc- 
 ing art to statistics, files the fifteenth century 
 and pigeon-holes the antique." The fault is 
 Mr. Barton's. By his own words, he is as con- 
 glomerate as the Tower of Babel. "I hail from the state of 
 Missouri, and am about as American as it is possible to be, both 
 sides of my family having quit England forthese shores before 
 the EngUsh were obUged to quit them, and being myself the 
 possessor of enough Cherokee blood (one-sixteenth) to make 
 me adore the scale of primary colors. Everybody m America 
 thinks my work is Trench.' In France they thought it was 
 'un pen boche!' and in Germany I suppose they would call it 
 Chinese. As a matter of fact, I copied the designs on Greek 
 vases at first and developed the style from that." He is Middle- 
 Western, English, American Indian, "a little bit German, 
 French, Chinese andGreek, and tocrownitall lives in Babylon 
 
 — Long Island. 
 
 Our exhibit is an excellent example of his love for pure color 
 in curious, modernist masses. The initial on this page, done 
 especially for this book, is very "amusing," to borrow a bit ot 
 studio slang. He has worked for a great manyfirms and a great 
 many kinds of firms— advertising companies and humorous 
 weeklies in particular—and Puck more than any other ot the 
 humorous papers. 
 
Sketch for a Catalogue Cover 
 
 Prinled on Dill &• Collins Suede While 
 Substance 25 x 38—60 lb. 
 
Suede Finish, uhite and cream, water-marked, are 
 papers with a medium nuichine finish, exceptionally 
 high grade, especially adapted for use in library 
 works, school books, booklets, and all publications 
 of the best class ivhere durability, permanency of 
 color, andrich,€ffectiveprintedresultsaredesirable. 
 The high color, cleanliness, opacity, and softness of 
 texture are characteristics that mark this grade as 
 one of the best and insure a final result creditable 
 alike to the printer,publisher and paper maker. Un- 
 usual bulk for weight and finishis also animportant 
 item in ascertaining its relative money value as com- 
 pared to other grades. Also made m India Tint. 
 Suitable for printing from line engravings or zinc 
 etchings. Can be made to order in tints, and ivith 
 deckle edge when quantity permits of manufacture. 
 
ST. CLAIR BRECKONS 
 
 ^Aswe demonstrated to an attentive world 
 _ the page on Miss Avery, woman has ac- 
 quired aplomb through experience in the art 
 world, formerly almost exclusively man's 
 domain, and has become indifferent enough 
 to be natural. The result is wholly desirable. 
 Having gotten what she wanted it is no 
 longer necessary for her to assert herself. 
 Having mastered her medium she no longer 
 has to proclaim: 'Took at my technique!" 
 Being taken for granted, she is free to employ her native gifts 
 in her own field, where man cannot compete; she can be del- 
 icate, subtle, alluring and even soft, calm in the knowledge 
 that "a charming exterior is no proof of superficiality." She 
 may also be quaint and do exactly as she pleases, as witness the 
 curious little figure on the second page following. Here is one 
 of the most original conceptions in our book. Drawn in a 
 clean, pure line, almost pathetic in its delicacy and gentleness, 
 and washed over with color as a child would do it, the effect 
 is so naive that it is probably the last word in sophistication. 
 This little drawing in the manner of an old French color print 
 is simple — note the drawing of the face — and it meets Whist- 
 ler's test of a work of art, it shows no trace of effort, for 
 Whistler held that as long as a work of art betrayed a trace of 
 effort it was unfinished. 
 
 Mrs. Breckons was born in Wyoming and in her art train- 
 ing period worked with a sculptor, but no one knows where 
 she got her esoteric manner, unlike that of anyone else in this 
 country. She has done work for the Pall Mall Magazine and 
 has made some extraordinary store cards for John Wanamaker. 
 
Super-Calendered, white, is a paper of moderate 
 price and most desirable characteristics uhich, next 
 to our "Black and White," "Superb, Dull Coated," 
 "Process Plate," "Quaker Finish" and ''Art Book," 
 we advise the use of for catalogues, school books 
 and other publications requiring a clean, durable, 
 closely icoven sheet for printing from wood cuts, 
 line engravings, zinc etchings or halftone plates 
 made with a screen not finer than 135 lines. Its com- 
 position insures softness, pliability and affinity for 
 ink. It therefore prints easily, saving time in both 
 make-ready and running on the press. Suchapaper 
 cannot be offered in strictly price competition uith 
 ordinary market grades, which are almost without 
 exception made entirely from the products ofivood, 
 and therefore thin for iceight, transparent, hard, 
 and give weak effects in printing. We offer this as 
 a paper of the first cla^s and as eminently suited 
 to the several purposes for which we recommend it. 
 
CHARLES R. CAPON 
 
 URE Renaissance manner ordinarily 
 would not seem to appeal to the pur- 
 chaser of advertising design and yet it 
 has been chosen by this successful com- 
 mercial artist for his own announce- 
 ment The average man would contend 
 that the feeling of this page was en- 
 tirely non-commercial, thinking that 
 dignity and reserve were out of place in 
 commerce, yet Mr. Capon has worked 
 with the advertising managers of the Dennison Manufacturing 
 Company for years and is also a designer for the Barta Press, 
 a leading commercial printing establishment of Boston. It 
 either proves again that everything is possible in Boston or that 
 taste is advancing in American advertising. Some of the other 
 clients of this artist, who is Boston bom and bred, are Ginn & 
 Company and the Forbes Lithograph Company, and Fuller & 
 Smith and the Caxton Company of Cleveland. 
 
 Elsewhere in this volume reference is made to the advanc- 
 ing standard of taste in America and the advisability of using 
 the best art work rather than the merely good, but sometimes 
 it does seem dangerous to give the dear public a choice. Some 
 years ago a journal for the homes of ladies, pubUshed less than 
 a hundred miles from Independence Hall, printed an article 
 by a prominent interior decorator on how to furnish a house. 
 It was illustrated by the deadly parallel system, with horrible 
 examples in one column and specimens of furniture in simple 
 hues and good taste in the other. The story goes that hun- 
 dreds of letters were received asking where the horrible ex- 
 amples could be bought, only a few inquiring about the others. 
 
TYPE AND 
 DECORATION 
 
 CHARLES R. CAPON 
 
 DESIGNER TYPOGRAPHER 
 
 TRINITY COURT 
 
 BOSTON 
 
 Cover of a folder 
 
Regal Antique, India, uater-marked, with rough 
 surface offering the maximum bulk for weight, is 
 susceptible of artistic treatment that will produce 
 an irresistible appeal to the educated taste. Cor- 
 responding in shade to our other papers of the same 
 tint, it can be used in combination tcith them or 
 alone, thus offering exceptional opportunity for the 
 display of originality in design and execution. The 
 
 faper is soft, durable, permanent in color, unusually 
 ulkyfor weight, ink dries rapidly on it, and it can 
 be run without slip-sheeting. Its high grade and 
 merits entitle it to serious consideration in connec- 
 tion with all publications that permit of the use of a 
 rough-finished paper. On Special- Making Orders 
 can be run with deckle edges. 
 
FREDERIC G. COOPER 
 
 Mr. Cooper is, so far as we know, the 
 only one of our contributors who has 
 published an illustrated story of his 
 life and works. The little picture on 
 the next page appears on the cover of 
 this eight-page "autobiography," the 
 drawings for which are burlesques of 
 his own designs. He even caricatures 
 some of his caricatures, almost as com- 
 plicated a performance as Eddie Foy's 
 imitation of Elsie Janis' imitation of 
 
 ,^ , himself. Initwe learn thathewasbom 
 
 in Oregon and that in his boyhood days the mothers of other 
 boys in the neighborhood got into the habit of telling their 
 sonsto'"'keepawayfromthatFreddieCooper,"andthathecame 
 
 further East as a youth and on getting off the train "thanked 
 theporterkindly."Further,thathedesirestogivecreditto Sir 
 
 Charles Buckle Falls for instruction so delicately and tenderly 
 applied,"andfinally,buriedundermuchpersiflage,astatement 
 of his art principles: "The only justification for accepting pay- 
 ment for your stuff is that the stuff shall result in the selling 
 of the commodity wliich it illustrates or advertises," and "the 
 shortestcuttodistinctiveindividualityliesinan understanding 
 
 of the fundamental principles and construction of the thing 
 delineated and a strictly personal interpretation of that thing, 
 ignoring entirely how anyone else ever did it" It may interest 
 you to know that the pamphlet, which is a literary curiosity, 
 costs only ten cents, the tenth part of a dollar, and may be 
 had from the Marchbanks Press, New York (advt.), also that 
 there is more about Mr. Cooper on the next page. 
 
The Bull Durham window card which appears much reduced 
 on the opposite page is a good example of Mr. Cooper's latest 
 manner. Note the daring with which he has omitted the profile 
 of the woman's face. We often read in novels, "Her face was a 
 perfect blank. "Here is an illustration of it. The design is a study 
 of masses, not of lines. It is also a goodspecimen of the charac- 
 teristic Cooper lettering, which is always individual and an 
 integral part of the composition. One cannot imagine another 
 man doing the lettering on one of Cooper's posters. The design 
 on the previous page, so simple that nothing is lost in its great 
 reduction, is one of Mr. Cooper's stunts. Itwas made to advertise 
 a Japanese opera singer at the Fifth AvenueTheatre, New York, 
 and to those few of our readers who do not understand Japanese 
 we may say that it reads" At the Fifth Avenue, Sumiko Tokao, 
 Daughter of the Land of Flowers." In the little brown panel 
 intheupper lef tcornerisMr. Cooper'smonogram. The Japanese 
 characters have been praised by natives of the land where writ- 
 ing is practised as a decorative as well as a utilitarian art. 
 
 This gifted man has turned out, in not so manyyears, hun- 
 dreds of drawings, posters, magazine covers, cartoons and 
 thumb-nail sketches. Everyone who reads the editorial page 
 in Life knows the latter. Besides Life, he has worked mostly 
 for the Saturday Evening Post, Collier's Weekly, the American 
 Tobacco Company and the New York Edison Company, al- 
 though many other publications and business houses of equal 
 standing have used his "stuff." 
 
OozeFinish is a special machine finished paper, the 
 striking characteristic of uhich is its suitability for 
 the printing of deeply etched halftone plates made 
 uith a screen ofl 33 lines or less. The color is a cream 
 uhite, iihose uarmth blends beautifully uith the 
 halftone plate, producing that agreeable softnessso 
 much desired incertain classes of illustration. There 
 if also a complete absence of glare of any kind. Ooze 
 IS an admirable medium for the printing of type, 
 anditisthereforeparticularlysuitableforillustr'ated 
 books, catalogues, circulars, etc. 
 
THELMA CUDLIPP 
 
 Tlielma Cudlipp is not the title of a 
 five -hundred page prohlem novel 
 but the honest- to -goodness name 
 of a charming young Virginian who 
 lives in New York and does draw- 
 ings alternately dainty, dashing, 
 humorous and daring. There are 
 some in which two or even three of 
 these qualities are blended, and 
 every now and then one in which all 
 four of these virtues are combined. The sourest of Teutonic 
 philosophers would be obliged to admit that the little drawing 
 from Vanity Fair in our initial space is dainty and humorous. 
 It is from a page depicting the possible horrors of war and the 
 legend is"The food distress among our little household pets is 
 bound to be tremendous. Here, for instance, are two of them 
 having to share a single breakfast. "This is typical Vanity Fair 
 wit and Miss Cudlipp has been called upon often to illuminate 
 similar flings in social satire. Some men say women have no 
 sense of humor and other men pay them to make humorous 
 
 drawings. 
 
 The book j acket on the over leaf, for the brilliant and caustic 
 "Hermione" sketches of Don Marcpiis, is an adaptation of a 
 design for a magazine cover, also for Vanity Fair, and one of 
 the best of a year's series. Motor Life, the Century, Good House- 
 keeping, the Pictorial Review and the Sunday Sun have all 
 usedMissCudlipp'swork,alsotheGeorgeH.DoranCo.,Charles 
 
 Scribner's Sons and other publishers, and several years ago she 
 took a prize of five hundred dollars in a competition for a poster 
 for a flower show in New York City. 
 
D. Applelon if Co. 
 
Dilcol Coated Book, uhite. is offered as a medium- 
 priced coated paper, suitable for large editions of 
 mailordercatalogs.circulars,booklets.andthemanv 
 uses nhere cost is an important factor. It is not in- 
 tended as either a successor or substitute for our 
 standard grade of ''Black and JT kite/' uhich has 
 earned for itself the reputation of being the best 
 made, and comparison of the t no grades tcill shoic 
 a decided difference in favor of the 'Black and 
 White" as regards color, Jinish and printing quali- 
 ties. Jreconfidently expect, houeier.that this paper 
 uillfill a long-felt leant, as its price and excellent 
 printingqualities make it available for many kinds 
 oftvork, uhich of necessity must be printed on a 
 medium grade of coated paper. In common iiith all 
 ourproducts the surface is firmly fixed, brilliant in 
 color, but not excessively glossy, icill not ''pick, "and 
 the ink dries rapidly upon it, thus avoiding the ne- 
 cessity of slip-sheeting. A comparison oftliis stock 
 ivithothermakessellingataboutthe same price uill 
 show a decided superiority in favor of our product, 
 as regards color, texture, and that affinity for ink 
 uhich gives rich, brilliant contrasts, unusual in a 
 paper of this grade. Suitable for printing on from 
 fine screen plates in black, tints or colors. 
 
EDWARD B. EDWARDS 
 
 ESEARCH is as necessary to the art- 
 ist as the scientist, if he takes his work 
 seriously. Mr. Edwards is a scholar, 
 a student and a collector as well as 
 a designer. The cover for the score 
 of "The Jewels of the Madonna" is 
 a beautiful example of his work, a 
 characteristic of which isalways com- 
 plete purity of style, a matter into 
 which he goes deeply. He is an au- 
 thority on style, has a fine reference library of books on the 
 subject and a collection of art objects of the different periods 
 as well. He is familiar with many schools, and the range of his 
 work and the variety of styles he employs are astonishing. A 
 problem put up to him receives the most careful attention, 
 and his presentation of an idea is marked by elal^orate care. 
 A so-called sketch by Edwards is already a work of art. After 
 the orders have been executed people frame them. 
 
 Pennsylvania is his native state, but he has worked in New 
 York city for many years for a list of loyal clients headed 
 by the Metropolitan Museum of Art, for whom he has car- 
 ried out extended commissions. The Outlook and the Inde- 
 pendent magazines have each used a series of carefully 
 studied covers, and he has done much for the Curtis Publish- 
 ing Company, notaljly elaborate covers and pages in color 
 for the Ladies' Home Journal. Then there is an entire col- 
 lection of these music covers for G. Schirmer besides the one 
 we show, this lacing a field fertile with ideas for the decorative 
 designer and filled with poetic and romantic suggestions for 
 the man with imagination. 
 
THE JEWELS OF THE MADONNA 
 
 ( I GIOIELLI BELLA MADONNA) 
 OPERA BY 
 
 ERA\ANNO WOLF -FERRARI 
 
 NEW YORK- G. SCHIRA\ER 
 
 BOSTON THE BOSTON MVSIC CO 
 
Midtyholor. coated one side, is a brilliant, durable, 
 hif^h-Jinished paper for half-lone or color tvork, 
 presenting a surface on ichich ink dries rapidly, 
 permitting of fast running, and ivhich is not easily 
 soiled by handling, thus reducing the tvaste to a 
 minimum. Danger of change in color of ink inci- 
 dent to either acid or alkali reaction is eliminated. 
 The body paper is closely woven, clean, of excep- 
 tionally good color and the coating uniformly dis- 
 tributed, dense, highly finished, and possesses an 
 affinity for ink, a combination which insures both 
 easy running on the press and most satisfactory 
 results. This product is the result of many years of 
 close study of the paper requirements of the highest 
 class of printing from either halftone or color 
 plates and tve unhesitatingly present it as the most 
 suitable medium produced. 
 
CARLTON D. ELLINGER 
 
 HEN we came to choosing an ex- 
 ample of Mr. Ellinger's work we 
 found ourselves confronted by a 
 man who works in two sharply 
 divided manners; one picturesque 
 in general effect, with the design 
 ^1 composed of masses of bold color, 
 the other employing rather delicate 
 and elegant motives drawn in line 
 and based on the more conventional 
 classic forms with color schemes of combinations of the most 
 refined colors and tints, such as a cool dark gray with a pale 
 gray background or a moderately warm brown on gray-brown 
 as its relief. In despair we chose the poster-like cover of the 
 menu card of the Windsor Hotel for our exhibit, perhaps 
 because it was the more unusual and helped to lend variety to 
 our book, and at the same time we attempted to give a glimpse, 
 at least, of the artist's other phase by means of the initial on 
 this page. To convey an adequate impression of this side of 
 Mr. Ellinger's character we should have to reproduce in fac- 
 simile one of the commercial booklets which this artist has 
 decorated; for instance, the distinguished pamphlet advertising 
 the new Bush Terminal Exhibit Building in New York City. 
 Born in Michigan, Mr. Ellinger has arrived in New YorkCity. 
 He has worked for the Cargill Company of Grand Rapids, the 
 JosephMackPrintingHouseofDetroit,theNiagaraLithograph 
 Co. of Buffalo, the Herald Press of Montreal and the Redfield, 
 Kendrick, Odell Co., Wynkoop, Hallenbeck & Crawford Co., 
 Gibbs & VanVlieck, Frank Seaman Co. and the Aeolian Com- 
 pany of New York. 
 
Extra Strong Tinted Enamel possesses unusual 
 strength and jlexibilit\, is well adapted for ivork to 
 be embossed and all purposesrequiring strength and 
 durability, combined ivilh the best printing and 
 folding qualities. The body paper is the same tint as 
 thecoatingandicillnot, therefore, shononthe folded 
 edge. With a high glossy surface firmly fixed and 
 notsensitive to moisture, it is ivell suited for printing 
 from type, line engraving, three-color or half-tone 
 plates. A superior grade of paper that has proved 
 entirely satisfactory for the purposes for ivhich it is 
 intended. Suitable for covers, folders, booklets and 
 announcements. The coating is the same as used for 
 "'Blackand White''and it possessesthesame unusual 
 printing characteristics. 
 
CHARLES B. FALLS 
 
 IHEartofCharlesB.Fallsisbrilliant 
 and solid, like his conversation, 
 if a personal remark maybe per- 
 mitted at this point. The initial 
 on this page, made specially for 
 this book, and our reduction of 
 the eight -sheet poster of Bert 
 Williams are admirable illus- 
 trations of these very desirable 
 
 ^ qualities, often opposed to each 
 
 other but here blended in one man's work. The Bert Williams, 
 though made some time ago, remains one of the best posters 
 ever done in this country. It is of extraordinary carrying power 
 and absolutely characteristic of his subject. This commercial 
 design, made for use in New York City for a week or two, is a 
 complete portrait of Mr. Williams. Note the loose-j ointed pose, 
 the gleam of his eye and the careful placing of his feet, which 
 must be fixed just so before he can begin his far from lyric song. 
 Mr. Falls, although born in Indiana, has been an inspiration 
 to many of our younger artists (see the biographical note on 
 F. G. Cooper in this here book), and he is not so very old him- 
 self. He has a long list of customers. Everybody's, Collier's, 
 System, Vogue and the Red Book; the Palace Theatre and the 
 Fifth Avenue Theatre, New York; Dodd, Mead*& Co. and the 
 Edison Co., New York; Marshall Field & Co., and Sears, Roe- 
 buck & Co. , Chicago ; and N. W. Ayer & Son, Calkins & Holden, 
 J. Walter Thompson, Berrien -Durstine, Frank Seaman and 
 Street & Finney. Of recent years he has carried some of his 
 ideas for costumes and backgrounds onto the stage, in several 
 productions for the American Society of Illustrators. 
 
Flat White excels all other machine Jinished papers 
 of moderate price in brilliancy of color, cleanliness, 
 similarity on the tiio sides of the sheet, strength, dur- 
 ability, and printing characteristics — in short, is a 
 paper uhich again accentuates the fact that our 
 papers"Contributetoprintedu-orkanatmosphere — 
 that indescribable something that differentiates be- 
 tiieen the artistic and the commonplace," and uhich 
 has earned for them the general recognition ofbeing 
 "The Best Made." As its name implies, the surface 
 of the paper is perfectly level, arid absolutely free 
 from 'glare. "Su itable for printing from line engrav- 
 ings, Ben Day plates, half-tones not finer than 120 
 line, peculiarly acceptable for type, and therefore 
 most desirable for library tt oris, text-books, and 
 books of reference that are frequently in use. 
 
LOUIS FANCHER 
 
 As an instance of how seriously advertis- 
 ^- ing design is taken nowadays it may be 
 mentioned thatMr. Fancherspenttwodays 
 making studies at West Point before put- 
 ting brush to paper for the Simplex ad- 
 vertisement. But Mr. Fancher has always 
 taken his work seriously, which may ac- 
 count for the fact that his designs have 
 been used by every first-class advertising 
 agency in New York, by practically all the 
 magazines that use good drawings and by 
 publishers like Doubleday, Page & Co., 
 D. Appleton & Co., and Frederick A. Stokes, besides such com- 
 mercial houses as the Pierce-Arrow and Packard Automobile 
 Companies and the makers of Firestone tires. In the Simplex 
 page, poster-like in its carrying power, we have an example 
 of his latest manner, broad masses and solid color used with a 
 sure touch and a practiced hand. In the Scribner's poster on this 
 page we are fortunate in being able to show an instance of 
 an earlier method. This, perhaps his best poster design, has long 
 been out of print and acknowledgment should be made to Mr. 
 Henry Lawrence Sparks, of New York, for permission to re- 
 produce the copy in his famous poster collection. 
 
 Mr. Fancher studied at the New York Art Students' League 
 and afterwards in Munich. He was born in Minneapolis but 
 was taken to Chicago as an infant and remained there until 
 he was fifteen, reversing the experience with this city of Mr. 
 Ralph Fletcher Seymour, who, as mentioned elsewhere in this 
 volume, was born in Chicago but was taken from there as 
 a baby. Is there anything symbolic in this mysterious exchange? 
 
mm 
 
 There is no Simplex owner who be 
 lieves that any better car is made 
 The longer the period of possession 
 the more surely this belief becomes 
 conviction. Crane model, six cylin 
 der chassis, five thousand dollars! 
 SIMPLEX AUTOMOBILE COMPANY 
 BROADWAY, NEW YORK CITY 
 
 
 
 
 
Off-Set, ivhite or tinted, made uith the grain or 
 ''tooth" considered most acceptable/or off-set print- 
 ing, specially sized, trimmed on all sides, perfectly 
 flat, and sorted by hand in order to meet the neces- 
 sities of the automatic feed. Furnished in single 
 sheet and pasted two or three ph. To order otUy; 
 quotations on application. Samples furnished on 
 request. 
 
ARTHUR FINLEY 
 
 I ANY men of many minds make 
 up the world of art as well as the 
 world of which it is a part and it 
 has to be pointed out constantly 
 that there is nothing about the 
 mere physical act of painting or 
 sculpturing which necessarily 
 makes a man artistic. Theodore 
 Child used to say that painting 
 ^^^^^^^^^^^^^^_^_ was no more mysterious or diffi- 
 cult to learn than soap boiling. Some men who draw and paint 
 are more prosaic than most bookkeepers. There are many art- 
 ists of whom one can easily think as doing otherwork, as bankers, 
 naturahsts, orators, actors, but it is impossible to think of a 
 man with Mr. Finley's curious and original imagination being 
 a postman for instance. 
 
 The initial on this page, done especially for this book, 
 is a good example of Mr. Finley's habit of mind. His work 
 is never commonplace, never hackneyed, never quite the 
 same; while the menu cover for the Cafe des Beaux Arts of 
 M. Bustanoby is one of the most distinguished things of its 
 kind ever seen in New York, where the restaurant business is 
 more than a business and the attempts to make it an art are 
 never ending. 
 
 Born in New York State, Mr. Finley lives in its largest city, 
 and has done work for Calkins & Holden — is there any good 
 artist who has not? — the Cheltenham Agency, the Mears Ad- 
 vertising Agency, Marshall Field & Company, R. H. Macy & 
 Company, Lord & Taylor, and Vogue and Vanity Fair, in which 
 esoteric periodicals he looks most securely at home. 
 
Couritsy of 
 
 Caji dcs Beaux Arts 
 
 Printed on Dill & Collins Arl Book Sta foam 
 Substance ZS^i x 45— US lb. 
 
Tinted Art Book, super-calendered, gives excep- 
 tionally good results from all line engravings and 
 half-tone plates, preferably not finer than 135-line 
 screen, and also when printed from lithographic 
 stone. Is specially sized for writing on with pen 
 and ink, and most acceptable when used on any 
 typewriting machine. Folds welland possesses suffi- 
 cient strength for ordinary embossed work. These 
 characteristics, in conjunction with permanency, 
 brilliancy and uniformity of color, cleanliness, and 
 a strong affinity for ink, present a paper peculiarly 
 suitable for Catalogues, Covers, Order Books, En- 
 velopes. Booklets, Blank Forms, Enclosures, State- 
 ments, Letter Heads, Bill Heads, Announcements. 
 
CHARLES H. FORBELL 
 
 Designersand buyersof stereotyped adver- 
 tising designs will run around the comer, 
 suffering from shock, after a glance at the 
 booklet cover for Weber & Heilbroner, 
 for it is a new idea. It is safe to say that no 
 one has seen this particular stunt done be- 
 fore. The conception of the three old boys, 
 "looking 'em over" from an opera box, is 
 excessively cleverandtheexecutionis per- 
 fect It is no joke to get the low visibility 
 effect in a box, as one looks toward the rear of a darkened 
 auditorium, by making a few marks on a piece of blue paper 
 with ten cents' worth of paint — a nickel's worth of brown and 
 a nickel's worth of white — thereby increasing the value of the 
 piece of paper from ten cents to a hundred dollars or so. The 
 borders of the curtains are strokes of genius and the whole 
 comes dangerously near meeting the severest test of a work of 
 art: Could a line be spared? Could a line be added? 
 
 The Uncle Sam design on this page was shown all over the 
 country on Pathe films during the first Liberty Loan Campaign. 
 It is lively, well drawn and precious to the student of adver- 
 tising design because it also is the expression of a good idea 
 which Mr. Forbell thought of himself. The Blackman-Ross 
 advertising agency, the Street & Finney Company, the United 
 Cigar Stores Company, and the New York World are among 
 those who buy Forbellisms, and Life is a steady patron. 
 
 Mr. Forbell's birthplace is a secret. When asked about this 
 important matter, he said, "I was bom in New York City. I 
 really was bom in Brooklyn, but perhaps we would better keep 
 it quiet." So we hereby refrain from mentioning it 
 
Printed on Dill &• Collins Aramingo Bond 
 22 X 34 — 32 lb. 
 
Aramingo Bond, a paper of moderate price, having 
 good strength and a surface adapted to either pen 
 or pencil ; suitable for letterheads, statements, 
 order blanks, memorandum books, envelopes, and 
 the many purposes for which such a paper natur- 
 ally suggests Itself. Can be made with laid mark, 
 also in tints, and the surface can be varied to suit 
 special requirements. 
 
FREDERIC W. GOUDY 
 
 NE of the finest designs from Mr. 
 Goudy's pen is the rich and vigor- 
 ous border around the page from 
 his ill-fated edition of "The Sermon 
 in the Mount,"which book, almost 
 finished, was destroyed by a fire in 
 January, 1908, in a building in New 
 York City in which was housed his 
 Village Press, now at Forest Hills 
 
 Gardens, Long Island. Different 
 
 from any of the other books which Mr. Goudy has decorated 
 and printed, it is a pity that he was not able to induce it to 
 follow the example set by the justly celebrated phoenix. 
 
 Itis impossibletodo morehere than listapartofMr. Goudy's 
 activities. Bom in Ilhnois, he was a bookkeeper in Chicago, 
 where he made his first drawing for type. Among the types 
 designed by him are Camelot Capitals, Pabst, Powell, Cush- 
 ing Itahc, Kennerley, Goudy Roman (the Village type), 38 E 
 and Itahc (for the Monotype), Copperplate Gothics, De Vinne 
 Roman, Norman Capitals, Forum, Goudy Old Style, and two 
 private faces. Klaxon and Sherman. 
 
 He has worked for Marshall Field & Co., Gimbel Brothers, 
 Hart, Schaffner & Marx, the House of Kuppenheimer, the 
 Victor Phonograph Company, the Peerless Motor Car Com- 
 pany, the American Type Founders Company, the Curtis 
 Pubhshing Company, the Woman's Home Companion, Proc- 
 tor & ColHer, Lord & Thomas, Calkins & Holden, the Pabst 
 Brewing Company, E. P. Dutton & Co., Brentano's, the Bobbs- 
 Merrill Company, Herbert L Stone & Co., A. C. McClurg & 
 Co. and the late J. Pierpont Morgan. 
 
^ 
 
 
 
 W^ 
 
 THESERMONINTHE-MOUNT 
 
 BEING CHAPTERS V, VI AND VII OF THE GOSPEL 
 ACCORDING TO SAINT ^4ATTHEW 
 
 ND SEEING the multitudes, he 
 ■went up into a mountain: and 
 •w^hen he was set, his disciples came 
 unto him : & he opened his mouth, 
 and taught them, saying, 
 BLESSED are the poor in spirit: 
 for theirs is the kingdom of heaven. 
 BLESSED are they that mourn: 
 for they shall be comforted. 
 BLESSED are the meek : for they 
 
 __^ shall inherit the earth. 
 
 BLESSED are they which do hunger and thir^ after righteous* 
 
 ness: for they shall be filled. 
 
 BLESSED are the merciful : for they shall obtain mercy. 
 
 BLESSED are the pure in heart : for they shall see God. 
 
 BLESSED are the peacemakers: for they shall be called the 
 
 children of God. 
 
 BLESSED are they which are persecuted for righteousness 
 
 sake : for theirs is the kingdom of heaven. 
 
 BLESSED are ye, when men shall revile you, and persecute 
 
 you, & shall say all manner of evil again^ you falsely, for my sake. 
 
 REJOICE, and be exceeding glad: for great is your reward in 
 
 heaven : for so persecuted they the prophets which were before 
 r r~m you. 
 
 ■■■^-^ YE are the salt of the earth : but if the salt have lost his savour, 
 ^4l wherewith shall it be salted ? it is thenceforth good for nothing, 
 
 but to be ca^ out, and to be trodden under foot of men. 
 
 
Imperial Laid, white, water-marked, is made from 
 formulas selected with a view to producing a soft, 
 clean, close, high-colored sheet with antique finish, 
 having an affinity for ink and insuring strong, duU 
 effects in printing. Attention is requested to the 
 softness and rapid-drying peculiarity of the stock, 
 avoiding the necessity of inter-leaving and permit- 
 ting of immediate backing up, thereby saving both 
 time and expense in the execution of the work. Dur- 
 ability, permanency of color, ana the maximum 
 bulk for weight, combined with moderate cost, ren- 
 der it exceptionally acceptable for all publications 
 of the best class requiring a rough-surfaced paper. 
 On items made to order the color can be changed 
 to any shade of white or toned, plain or deckle edge, 
 and any style dandy used for the laid mark. 
 
EARL HORTER 
 
 As secretary of the American Society 
 of Etchers, Mr. Horter occupies a 
 unique position among American de- 
 signers. A contributor to all of the 
 important exhibitions of prints, and 
 honored last season by the leading 
 print dealers of this country, in an 
 exhibition composed entirely of his 
 plates, it is an honor for a leadingcom- 
 mercial house to be permitted to give 
 Mr. Horter an order. However,"Bill," 
 which is the most popular abbrevia- 
 tion of his first name, is not over proud. All commissions are 
 thankfully received and promptly executed, in which he differs 
 from another contributor to this book whose friends claim that 
 he has had printed and freely uses "order refusal blanks." 
 
 In view of Mr. Horter's avocation it is not strange that his 
 commercial work has an uncompromising etching quality. It 
 will be noted in the drawing for the initial space on this page, 
 made specially for this book. As the advertiser is always looking 
 for something different, this artistic stubbornness draws to him 
 a certain "high-brow" clientele. On his roll of honor are the 
 Curtis Publishing Company, the Packard Motor Car Company, 
 the Bartlett-Orr Press, Norman T. A. Munder & Co., N. W. 
 Ayer & Son and Calkins & Holden. Our exhibit is one of a 
 number of drawings made for a series of brochures entitled 
 "The Call of the City," issued by the advertising department 
 of the New York American. Having lived for the most part in 
 New York City, though born in Pennsylvania, Mr. Horter has 
 reverted to type and is once more located in Philadelphia. 
 
Courtesy of New York An 
 
De-and-Se Tints, Smooth Machine Finish, are suit- 
 able for many purposes and desening of careful 
 consideration in connection tiith an\ icorkforuhich 
 such a paper is permissible. Speciallv sized for uHt- 
 ing on tiithpen and ink, or pencil, and entirely ac- 
 ceptable to the t\peuriter. It is practically a uriting 
 paper so moderate in price as to make it available 
 for letter sheets, billheads, blank forms, orderbooks, 
 envelopes and many similar uses. The printing qual- 
 ities of the paper are excellent, its strength much 
 above the average, and it is therefore iiell adapted 
 for use in catalogues, folders, booklets, announce- 
 ments, enclosures, time-tables, etc. The tints are 
 attractive and readily lend themselves to artistic 
 treatment, the surface isfreefrom gloss or glare, and 
 the paper satisfactorily responds to sympathetic 
 development. Suitable for printing from t^pe, line 
 engravings or halftone plates not finer than 120 
 line. 
 
CHARLES E. HOWELL 
 
 PERHAPS none of the artists represented in this 
 I collection has been more active in the ad- 
 vertising field than Charles E. Howell, of 
 New York City. His list of clients, past and 
 present, includes practically all of the large 
 advertising agencies, Berrien & Durstine, 
 Inc., the Blackman-Ross Company, N.W. 
 Ayer, the Cheltenham Agency, J. Walter 
 Thompson, John O. Powers Company, George 
 Batten Company, Charles Daniel Frey and 
 others, as well as such firms as the Curtis Publishing Com- 
 pany, Cluett, Peabody & Company, the Crofut-Knapp Com- 
 pany, and well-known publications like Good Housekeeping, 
 the Woman's World and the New York Tribune. 
 
 Mr. Howell began his activity with the pen and brush in 
 Washington, D. C. After a period spent with the Washington 
 Post he came to New York and worked on the World, and 
 later on the Globe. He brought his newspaper career to an 
 end when the opportunity came to take charge of the art 
 department of the Calkins & Holden Agency. Since then 
 his live-wire work in many forms of publicity has become 
 nationally known because of its snap, its humor and its other 
 qualities that catch and hold the attention of the advertiser's 
 helpless victim. He is now working independently. 
 
 It may be guessed that the characteristic figure attached 
 to the initial on this page is from something designed to sell 
 paint. It happens in this case to have been made for the cover 
 of a folder for the Charles L. Kiewert Co., New York City, 
 to whom we are indebted for the use of this spirited drawing. 
 
LIGHT on LATCHES 
 
 w 
 
 THERE was once a Mayor in the old 
 town of Falaise (the birthplace of 
 William the Conqueror) who, being 
 oppressed by the fact that the streets 
 were very dark, issued a proclama- 
 tion that each householder should hang a 
 lantern in front of his door. 
 
 But the streets of Falaise were no 
 lighter. 
 
 Courltsy of The Yale & Tm'ne Mfg. Co. 
 
 Primed on Dill & Cutlins Owen Laid. Toned 
 Substance >5 x 3S—90 lb. 
 
Queen Laid, toned, tvater-marked, is a paper with 
 antique finish, of medium grade and offered at a 
 price that makes it available for ordinary pur- 
 poses. The stocks used in making insure softness, 
 permanency of color and durability. The finish 
 and bulk for weight are about the same as "Imperial 
 Laid" and "Regal Antique," ivhich represent the 
 maximum obtainable in paper of this class. In 
 common with all our products it has an affinity for 
 ink, gives strong, rich printed effects, and runs easy 
 on the press. On items made to order the color can 
 be changed from ichite to deep toned, plain or 
 deckle edge, and any style of dandy used for the 
 laid mark. 
 
EGBERT G. JACOBSON 
 
 HE booklet cover design by Mr. 
 Jacobson, reproduced on the follow- 
 ing page, is one of the most curious 
 and interesting experiments in color 
 which has been made in this country. 
 The entire cover is shown, front and 
 back, before being folded for bind- 
 ing. The use of red, green and lav- 
 ender is as extraordinary and as 
 original as some of the color schemes 
 in the best German work of this character. Despite his un- 
 popularity at the moment in some fields of human endeavor, 
 credit must be given to the German for a unique art of de- 
 sign. Applied to interior decoration it is somewhat wearing, 
 but in the advertising field we must give the German his due. 
 Mr. Jacobson is at present living in Larchmont, New York, 
 after having spent a number of years in the thick of things 
 in New York City. He has done a great deal of work for the big 
 advertising agencies like N. W. Ayer & Son, of Philadelphia, 
 and Calkins & Holden, of New York, and for various pub- 
 lishers and publications as well, among them the Century 
 Company, Funk & Wagnalls and the New York World. The 
 MetropoUtan Life Insurance Company, of New York, has also 
 employed Mr. Jacobson's talent to a considerable extent in 
 its vast advertising activities. He is one of those rare human 
 beings, rapidly becoming extinct, a New Yorker who was bom 
 in New York City, being so much a native that he says the 
 other States, \\dth the possible exceptions of New Jersey and 
 a part of Pennsylvania, are so far as he is concerned "merely 
 pink and green sections of the map." 
 
\ 
 
 rrpui 
 
 hirt 
 
 § Oinr/ 
 
 § 
 
 luetr, ea 
 bodyb' o 
 nc akery 
 
 
 Courtesy of Clueti. Peabody 6* Co., Inc, 
 
Duchess, deckle edge on two long sides, presents a 
 paper of refined character and its color, texture 
 and finish are especiaUy designed for use in artistic 
 adi^ertising matter, such as booklets, catalogues, 
 folders and announcements. The different tints — 
 ten inall — harmonizewith each other, and unusual 
 excellence in effects can be obtained uith combina- 
 tions of bronze and colored inks. The Thick and 
 Double Thick have the necessary folding strength 
 and stiffness for covers, and are suitable for em- 
 bossing. For folders any weight can be used, or one 
 of the lighter weights for inside and heavier weight 
 in same or contrasting color for the cover. For line 
 cuts or etching, photogravure and offset printing. 
 
GUERNSEY MOORE 
 
 ANY good men have made covers for 
 Collier's but that by Mr. Moore used as 
 our exhibit is surely one of the finest. It 
 is well drawn, decorative, distinguished. 
 The initial on this page, used by permis- 
 sion of the Packard Automobile Com- 
 [)any, is beautiful in color and extremely 
 original, a complete and self-contained 
 decoration. Guernsey Moore is one of 
 the well-known figures. For years he has 
 maintained a certain historical style all his own. It may have 
 in it a touch of old Pennsylvania Quakerism. He tells us that 
 he was born in Germantown "many, many years ago" and adds 
 these historical notes, "Germantown is also favorably known 
 through the fact that the making of paper was started there in 
 1690. In 1739 Christopher Saner printed in Germantown the 
 first German newspaper in America. In 1743 he issued the first 
 Bible in an European language printed in America and in 1 772 
 or 1773 Sauer and his son cast the first type made in America." 
 Some history for a suburb. 
 
 Mr. Moore is Pennsylvania through and through. He lives 
 in Swarthmore, he has directed Philadelphia pageants — the 
 costumes, the heraldry, the accessories — and he has worked 
 principally for the Saturday Evening Post for nearly twenty 
 years. For a time he was its art editor. Even the Hotel Tray- 
 more, Atlantic City, where he has installed a series of mural 
 paintings, seems a Philadelphia institution, but to avoid any 
 hard feeling in other cities it must be recorded that he has also 
 done much work for the American Magazine of New York and 
 the Pierce-Arrow Motor Car Company of Buffalo. 
 
Guernsey 
 Moore 
 
Velour is a super-calendered paper intended par- 
 ticularly for the printing of half tone plates. It has a 
 ■medium finish and is made very soft with special 
 sizinginordertosecurethat affinity forinknecessary 
 to the successful printing ofnalf tones on uncoated 
 paper. The color of Velour is a cream white, a most 
 agreeable shade for books, catalogues, circulars and 
 advertising matter generally, for all ofivhich this 
 paper is appropriate. 
 
HOWARD McCORMICK 
 
 / 
 
 Mr. McCormick is one of the few Ameri- 
 can wood engravers of the first rank. As 
 will be seen by our exliibit, the "Mexican 
 Plowing," from his series of pictures of 
 Mexico, the Century Magazine has not 
 \ hesitated to place his work with that of 
 Timothy Cole in its somewhat exclusive 
 pages. The McCormick compositions are 
 all decorative in the broader sense — one 
 does not have to draw patterns to be 
 decorative — and his lettering is interesting and vigorous, even 
 if every character is not absolutely classic from the point of 
 view of the type designer. It is picturesque and colorful and 
 he does not want to draw letters like a type designer. 
 
 A man who gets color into black lettering can easily put this 
 quality into the pictorial part of his design and the "Mexican 
 Plowing" is an excellent example of a black and white com- 
 position which is full of color. The ability to do this comes 
 naturally, as Mr. McCormick is an accomplished painter. He 
 has been engaged for a long time on wall paintings at the Ameri- 
 can Museum of Natural History, New York, and has executed 
 some important private commissions. His most important wood 
 block is a head of Lincoln, after a bust by Gutzon Borglum. 
 Although most often engaged in work for the magazines, the 
 Century, Collier's, Everybody's, the Delineator, he has worked 
 commercially for the J. Walter Thompson Agency, New York, 
 the Munder-ThompsonCo., Baltimore, the Japan Paper Com- 
 pany, New York, and the Herald Press, Montreal. He was born 
 in the middle west (Indiana), and usually spends his summers 
 in the far west (Arizona), studying Indians and Indian life. 
 
Of^ SERIES 
 f PICTURES 
 
 ^DR^N& ENCR^£D°^\fOOD 
 
 ^<:Q:^ 
 
 3mmi^>i2€^iS^>'T)i>'^3i'^ 
 
 afoi^aracKQ>omm 
 
Black and White, coated tuo sides, tiith its high 
 glossy su rjace, is recognized as the aristocrat among 
 papers of its kind. Particidar care has been given to 
 the strength of the paper, so as to permit of proper 
 folding and biniliug, ivithoiit danger of breaking 
 away from its fastenings. The surface is insoluble, 
 therefore not easily soiled ; firmly fixed, and will not 
 pick; unusually clean.andpresentsa very attractive 
 appearance to the eye. The paper is also soft and 
 therefore easy to make ready for, and requires the 
 minimum amount of ink in running. The formulas 
 used for both body paper and coating are such as to 
 enable us to maintaina uniformity of color, surface 
 and finish that is very unusual and most desirable. 
 Adapted for printing from the finest screen plates, 
 in black or tints, ana from color plates. Offered as 
 the best commercial paper of its class made. Owing 
 to its highgrade it cannot beoffered in strictly price 
 competition with the many inferior makes which are 
 sold at the best price obtainable. If a paper coated 
 one side is desired, sec "Multykolor." 
 
LOUISE AMES NORMAN 
 
 OUISE AMES NORMAN is known 
 chiefly as the author of a series of 
 twelve designs illustrating the de- 
 velopment of printing issued sev- 
 eral years ago by the McGrath & 
 Woodley Co., of Roston. Our ex- 
 hibit shows one of these pages. The 
 center panel is the printer's mark of 
 Thielman Kerver, an early French 
 printer, and most of the little border 
 panels were printed by Philippe Pigouchet in 1498-1500. All 
 of the pages were adaptations and the set as a whole was an 
 unusual achievement, for the work of the book designers of 
 long ago was rendered with real feeling. In the examples of 
 the earlier printers, such as the page showing the capitals and 
 lettering of a Canon of the Mass printed by Schoeffer in 1458, 
 the page adapted from an old French Rook of Hours, and the 
 Kerver page used in our exhibit, the spirit of the originals is 
 caught in a manner beyond criticism. As an example of this, 
 please note the difference in the treatment of the elegant Kerver 
 panel, with its richness of color, although all in black, and the 
 reproduction on this page, made specially for this book, of the 
 almost crude initial used earlier in the history of printing. 
 
 Mrs. Norman says her work is largely the result of digging 
 in books and "playing the sedulous ape" to the older designers, 
 in which, perhaps, she is not alone, and that the late Alfred 
 Rartlett, the Roston publisher, the Oliver Ditson Company, the 
 Walton Advertising Co. and the McGrath- Sherrill Press have 
 been her principal clients. She is also a Mayflower descendant, 
 a Congregationalist, a republican and an allopath. 
 
4u 6facd6acdgcoup8tot^eureafii)ele 
 of t5e§op9-|jref8 Bypupcturi^gitiuit^ 
 poif;t8,Q ft:j)fecaffe5 "cnWe." JS^jt^e 
 ufc of (cctioijof 6or8cr0 variouffy conj- 
 6i'i;c8,t^ej) ax>oM t^e urarpipg apSt^e 
 cracfu'ijg of corpere coipn^op 19 targe U)oo5^ 
 6foca0. SJDe f^ow ^ere tppicaf 3Sr^iIerj= 
 turj) 0or5er upi'te aT73 priptera Device. 
 
Novel, sometimes called Featherweight, offers the 
 maximum, bulkf or weight in a mxichine-finishpaper. 
 The principal difficulty in printing papers of this 
 class, namely "fuzz" (smalt particles of fibre which 
 have not been woven into the sheet) has been prac- 
 tically eliminated in the Dill & Collins product, in 
 spite of the fact that this paper must be run "loose," 
 as paper makers term it. Novel, or Featherweight, 
 is made with the two sides nearly alike. The color 
 is "natural" in conformance with the popular taste 
 in papers of this character. It can, however, be made 
 white if desired. Novel can be made either with laid 
 lines or water-marked with any private design. 
 
EDWARD PENFIELD 
 
 ►HE name of Edward Penfield brings 
 to the mind of the student of Ameri- 
 can art the memory of hundreds of 
 examples of decorative design that 
 have given him pleasure. The pio- 
 neer poster designer of this country, 
 month after month he astonished 
 and delighted the elect, the people 
 who cared, by his series of small 
 posters issued years ago, first for 
 Harper's Monthly and then for Scribner's Magazine. Even 
 the hoi polloi w ere impressed by them because of the stun- 
 ning sport clothes worn by his characters. He was the first to 
 use certain grains in process plates and some go so far as to 
 claim that it was Penfield who introduced into advertising art 
 the now indispensable wolf hound. Mr. Penfield is also an 
 author, the text of "Holland Sketches" and "Spanish Sketches" 
 being from his pen, as well as the drawings. 
 
 As the art editor of Harper's Magazine, Harper's Weekly 
 and Harper's Bazar for ten years, he exercised a bracing in- 
 fluence on the work of American illustrators and designers, 
 and on magazine making as a whole. It is through men like 
 him that the American illustrated magazine has grown to be 
 a vivid expression of our national life. 
 
 Since that time, Mr. Penfield has produced a mass of work 
 of high quality, in a style distinguished, correct, strong and 
 authoritative, for practically all of the more important Ameri- 
 can publishers and publications, and a few of the big adver- 
 tisers, some of his work for the latter being unsigned. 
 
 The initial on this page was made especially for this book. 
 
Courtesy of Collier's Weekly 
 
Superb, dull finish, coated tuo sides, is an entirely 
 satisfactory response to the demand for a coated 
 paper that is free from the objectionable gloss or 
 glare, common to papers suitable for printing from 
 half-tone or color plates. The surface is insoluble, 
 not easily scratched, and susceptible of intense color 
 effects, icithout tendency to lift, and tcill not come 
 off in a fine ponder ivhen handled on the press. 
 Aeif and artistic effects not heretofore obtained are 
 made possible by it. Peculiarly desirable for cata- 
 logues, and the better class of advertising matter 
 imich combine text and illustrations. Printers icill 
 find that this paper can be handled irith economy 
 and ease, ink dries almost immediately upon it and 
 gives rich effects, some of ivhich are entirely new 
 and most artistic. The body paper is the same color 
 as the coating, and tvill not shoiv on the folded 
 edge. This paper undoubtedly offers great possibili- 
 ties for the further development of the printing art. 
 
NOEMI PERNESSIN 
 
 The extraordinary talent of Miss 
 Pernessin is at its best in this 
 original and daring advertise- 
 ment for a shoe polish. Note 
 the almost uncanny back- 
 ground of deserted streets, 
 the beautiful blacks in the 
 figure, and the white of the hand 
 on the hip, cleverly placed be- 
 tween the black of the skirt and the gray of the wall. Miss 
 Pernessin's work is so fresh and unhackneyed that in it she 
 must do exactly as she pleases. Later, if she decides it is good, 
 she sells it; if not, tears it up. Many artists think they do this, 
 but when the Day of Judgment comes and the recording angel 
 looks over his books it will be found that too often they have 
 said, "Oh, it's good enough," and have shipped, bill enclosed. 
 Thedistinctivesignature"n-i-p"hasbecomefamiliarthrough 
 a series of striking newspaper and magazine advertisements 
 for a paper drinking cup in which Miss Pernessin has done the 
 complete advertisement, including the lettering of the legend. 
 You may remember one with a decorative stenographer drink- 
 ing (water) from one of these hygienic containers and the legend, 
 "Nice individuals forniceindividuals."Anotherphaseis shown 
 in the curious little drawing on this page, made especially for 
 this book. Here is the entire city, the harbor, the shipping, the 
 warehouses, the docks, the church, the terminus of the railway 
 and a mass of buildings. Born in France but working in New 
 York City, her art has been used mostly by John Wanamaker, 
 the manufacturers of the Lily drinking cup, the Redfield & 
 Fisher advertising agency and the New York Sunday Sun. 
 
S*c(i-/i lor an adverlnemenl lor a sluie p. 
 
Translucent, coated tico sides, white and India, is 
 practically a cardboard uith high, glossy finish 
 that is fairly strong, iiill score, fold and emboss 
 satisfactorily for ordinary demand when properly 
 treated, and possesses the stiffness necessary for 
 post cards or similar purposes. The special coat- 
 ing used is adapted for all printing methods and 
 uul give most satisfactory results when run from 
 either steel, copper, color or half-tone plates and 
 lithographic stone. The paper is perfectly neutral, 
 therefore any danger of change of color of ink in- 
 cident to either acid or alkali reaction is eliminated. 
 Closely ivoven, clean, of exceptionally good color, 
 alike on both sides, and possessing an affinity for 
 ink, it represents a combination ivhich insures the 
 very best results, and makes it available for a great 
 variety of icork. 
 
BRUCE ROGERS 
 
 IIS A LETTER which was not in 
 the French alphabet when Geoffroy 
 Tory printed his edition of Mon- 
 taigne, and thereby hangs a tale. 
 When Rogers printed the beautiful 
 Montaigne for Houghton, Mifflin 
 & Co., he decided to reproduce 
 Tory's initials with the pen. But 
 he came to a chapter in the English 
 _ version in which the first letter was 
 
 a Y. So he created one by making an adaptation of Tory's V. 
 Although a little Hke finishing Schubert's Unfinished Sym- 
 phony, it was a complete success. Could Tory come to life he 
 would never suspect Rogers of having drawn it. The Bern- 
 hardt broadside is an excellent example of Rogers' clear and 
 spiritual style. It has never before been reproduced. It was 
 difficult to find something that had not, as Rogers' work has 
 been illustrated in America, England, Germany and Holland. 
 In 1915, a paper on his work by Alfred W. Pollard, of the 
 British Museum, was read before the Bibliographical Society 
 of London, the first time a Hving artist had been so honored. 
 One of the three Grand Prize medals in the section of decora- 
 tive arts, the only one given to printing, was awarded to the 
 exhibit of the Riverside Press editions at the St. Louis Expo- 
 sition of 1904. During his presidency, Mr. Roosevelt made a 
 visit in state to the press especially to examine these books. 
 In 1916, Rogers went abroad to become an associate of Emery 
 Walker, friend of William Morris and dean of English fine 
 printers, but the latest news from England is that he has been 
 made directorof typography at the CambridgeUniversity Press. 
 
Regal Antique, white wove, water-marked, has a 
 rough antique finish which gives the maximum bulk 
 foriveight.AnexceptionaIpaperforISovels,Library 
 Works, School Books, Pamphlets, Periodicals or 
 Small Advertising Booklets. The materials used in 
 making produce a soft, clean, close, high-colored 
 sheet, nearly alike on both sides, having a strong 
 affinity for ink and giving dull rich effects in print- 
 ing. Ink dries on it with great rapidity, thus avoid- 
 ing the necessitY of inter-leaving and permitting of 
 immediate backing-up, thereby saving time and 
 expense in the execution of the tvork. Softness, 
 durability, permanency of color, and unusual bulk 
 for weight combined with moderate cost commend 
 it to careful consideration in connection with all 
 publications of the best class where a roughfinished 
 paper is permissible. Also made in India Tint — see 
 elsewhere in this book. On items to order, this grade 
 can be made with decMe edges. 
 
GUIDO ROSA— LAWRENCE ROSA 
 
 OTEWORTHY for its pure and 
 elegant line is the "sketch" for a 
 catalogue cover hy the brothers 
 Rosa. Furthermore the lettering is 
 placed in exactly the right position 
 on the page. There is no gambling 
 in margins here. Change them a 
 quarter, an eighth of an inch and 
 the page is not as effective. 
 The Rosas work together so closely 
 and mysteriously that it is impossible in any of their pages 
 to disentangle the work of one brother from that of the other. 
 They are the Siamese Twins of American decorative design, 
 joined by the strongest of all bonds, precisely similar tastes, 
 and though relatives, they form what would appear to be an 
 ideal partnership. Successful in attracting clients, they num- 
 ber among them the Japan Paper Company, the Aeolian 
 Company, Calkins & Holden, the Blackman-Ross Company, 
 the J. Walter Thompson Company, Hearst's Magazine and the 
 Woman's Home Companion, a list which provokes the com- 
 ment that we are well aware that in this volume's partial 
 records of the buyers of the best in American design the same 
 names appear over and over. If the men who direct these firms 
 insist upon using the best work of the best artists year after 
 year, repetition cannot be avoided. Sometimes it may seem 
 to the man not so well established that never these twain shall 
 meet, the buyer and the seller, but buyers are incessantly on 
 the lookout for unknown artists with good ideas well executed, 
 and the designer of advertisements is hereby reminded that it 
 is necessary for him to take frequent doses of his own medicine. 
 
THE FIRST GLIMPSE 
 
 OF THE NEW AUTUMN 
 
 CREATIONS FROM 
 
 THE HOUSE OF 
 
 PAQUIN 
 
Colonial JVove, India, is a rery smooth machine 
 finished paper sometimes called ''English Finish." 
 exceptionally desirable for library- iiorks, te.xt-books 
 and all works of reference that are closely read or 
 frequently referred to. The tint of the paper is both 
 restful and pleasing to the eye, offering a uelcome 
 change from the violent contrast between a white 
 paper and black ink. The materials used in mak- 
 ing and care in its preparation insure permanency 
 of color, opacity, strength and durability, combined 
 ^vith the fine printing characteristics demanded by 
 all publications of the best class. Corresponding 
 closely in color with our ""India Tint. Coated Tuo 
 .Sides," "Kxtra Strong," "Superb, India." "Quaker 
 Finish, India," "Regal Antique. India. '"Art Book, 
 India." "Ben Day Cover, India'' and "Suede Finish, 
 India." they present a result when used injudicious 
 combination for text and illustration that is ideal 
 from both an artistic and a practical standpoint. 
 Furnished uith deckle edges when quantity ivill 
 permit of manufacture. 
 
W. p. SCHOONMAKER 
 
 UTfew commercial designs show as grace- 
 ful and delicate a fancy combined with 
 such solid execution as the borderfor the 
 piano advertisement on the next sheet. It 
 is well worth studying. The composition 
 is thoroughly good in general effect and 
 each of the component panels contains 
 an idea. Think of it — half a dozen ideas 
 on one page! 
 
 The style employed in this particular ex- 
 ample of decorative design suggests the manner of Walter 
 Crane, but Mr. Schoonmaker is versatile and inclined to adapt 
 the treatment he employs to the matter in hand. His work is 
 always clear, clean cut and careful. As an instance of the latter 
 quality it may be no breach of faith to mention that the border 
 for this announcement for the Lauter Piano Company was 
 accompanied by a daub of water color to show the exact shade 
 of brown in which he wished the design printed. Besides this 
 firm, the Curtis Publishing Company, Henry Holt & Co., John 
 Wanamaker, the AeoUan Company, the Robert L. Stillson 
 Company and other publishers, printers and commercial 
 houses have used Mr. Schoonmaker's work. 
 
 Mr. Schoonmaker was bom iii New York City and is there- 
 fore one of those rare birds, a native New Yorker. A specimen 
 of the species is almost as difficult to find as a mastodon in the 
 cosmopolitan city toward which men drift from all the other 
 cities and towns of America. But reckless of the fact that he is 
 needed in his native city, he has recently gone to Philadelphia 
 to live. 
 
 The initial on tliis page was drawn for this book. 
 
THE wonderful new tone 
 quality of the Lauter Piano 
 — a tone of a richness and 
 amazing beauty hitherto consid' 
 ered beyond the scope of the piano' 
 forte — marks a definite forward 
 step in the art of piano making. 
 
 To own a Lauter Piano is not 
 only to have a musical instrument 
 that is fundamentally superior to 
 the ordinary piano; it is to own 
 an instrument that satisfies the 
 deeper musical longings of the ar' 
 tistically cultivated in a way that 
 has never before been possible. 
 
 LAUTER 
 
 PIANO COMPANY 
 
 591-593 BROAD STREET 
 
 Open SatnrJay Eveningi — Lar^e^t Victor Dif play Rooms 
 
 Printed on Dill tf Collii 
 
Smooth Finish, white, is a very smooth machine 
 finished paper of exceptional uniformity, far super- 
 ior tomarket gradesinclosenessof weave, similarity 
 of surface on both sides, cleanliness, color and soft- 
 ness of texture, insuring the finest printed effects 
 and appealing stronslytothe eye. The formula from 
 which it is made shows a combination of fibres, 
 which, together ivith sreat care in making, guar- 
 antees permanency of color, strength and durabil- 
 ity so essential to catalogues, library works, school 
 books, and all publications of reference or record. 
 Suitable for printing from tvpe, wood cuts, zinc 
 etchings, lineengravingsand halftone platesmade 
 with a screen not finer than 120-line. Can be made 
 on order in any shade oftchite or natural possible 
 in a paper of this grade and uith medium or rough 
 finishprovided quantity willpermit of manufacture. 
 Offered as a paper of the best class and not in price 
 competition tvith ordinary stock grades. 
 
RALPH FLETCHER SEYMOUR 
 
 N interesting specimen of the work 
 of Ralph Fletcher Seymour is the 
 following double page spread. Mr. 
 Seymour is widely known as a de- 
 signer of book decoration but is 
 also active in the fields of etching 
 and teaching, as well as being con- 
 stantly engaged in doing a con- 
 siderable amount of commercial 
 work. He has classes in decorative 
 composition at the Art Institute of Chicago. 
 
 Besides the long list of his publications, a total of sixty- 
 four books, fi'om volumes of poetry by Shelley, George 
 Meredith and William Blake to essays by Ellen Key, and 
 manyprivatelyprinted volumes which he has done, he has de- 
 signed a series of newspaper and magazine advertisements for 
 Lyon & Healy, the Chicago Cement Association and others; 
 and has done work for A. C. McClurg & Company, Marshall 
 Field & Company, the Northern Trust Company of Chicago, 
 the University of Chicago, and various magazines and other 
 publishers, and has also made R. R. Donnelley & Sons Com- 
 pany's calendar for the last fourteen years. 
 
 Mr. Seymour was bom in Illinois but stayed there only 
 three months. At this early age he emigrated to Indiana. 
 He returned to Chicago about fifteen years ago, being drawn 
 back, no doubt, by old memories and associations. Mr. Sey- 
 mour's work is always bookish, imaginative and ambitious. 
 He is one of the few printer-publishers of the country who 
 has steadily held to the field year after year, although in some 
 years producing only one or two books. 
 
MELAN 
 
 f^ 
 
 RESIGNATION 
 
 CHILD I DREAMED 
 
CHOUA 
 
 NEVERMORE 
 
 EM EM B RANGE 
 
Suede Finish, India, water-marked, is a paper with 
 a medium machine finish, that ispracticalty a com- 
 promise between the antique ana the smooth. Many- 
 fine books have been printed on a paper of this 
 tint, and we are sure that those who read them uere 
 grateful to the publishers because so restful to the 
 eye and, therefore, easy to read. There is no ques- 
 tion that blacK ink on uhite paper is trying and 
 harmful to the eves. It is strange that in this scien- 
 tific age so little attention has been gi\.-en to this 
 subject of the color of paper, particularly in chil- 
 dren's books. Modem school life is a great tax in 
 many ways, and is it not possible that a change to 
 this shade of paper offers a relief to the overtaxed 
 eyes of the young? For illustrations from half-tone 
 plates, we would suggest the use of our "India Tint, 
 Coated TwoSides, " 'Superb, Dull Coated, " "Quaker 
 Finish, India," or "Art Book, India," which closely 
 match this in color. The stock can be depended on 
 for all the requirements of the best class of text- 
 books, library icorks, booklets and all advertising 
 matter of the best class. Also made in Wliite and 
 Cream. Can be made with deckle edge when quan- 
 tity permits. 
 
WALTER D.TEAGUE 
 
 lORRECTNESS of line and extreme 
 elegance of manner are the character- 
 istics of Mr. Teague's work. He has 
 saturated himself with the traditions 
 of the decorative style which the 
 French engravers of the eighteenth 
 century employed in the "frames" in 
 which they set their ttiasterly repro- 
 ductions of portraits of celebrities, 
 members of the court and the Royal 
 family. He has no rival in this field of decorative design. 
 
 The high quality of Mr. Teague's productions has attracted 
 to him a clientele of corresponding quality. He has worked 
 for the Metropolitan Museum, the Locomobile, Packard and 
 Pierce-Arrow Companies, the Curtis Publishing Company, 
 P. F. Collier & Son, the Aeolian Company, Cluett, Peabody 
 & Company, The House of Kuppenheimer, the Regal Shoe 
 Company, L. Adler Bros. & Company, the Pennsylvania Port- 
 land Cement Company, the Japan Paper Company, Fatima 
 and Vafiadis Cigarettes, the Stillson Press, the Herald Press of 
 Montreal, the Cheltenham Press, Joseph Richards Company 
 and many other commercial houses. Among the magazines 
 which have used his work are the Woman's Home Companion, 
 Vogue, Vanity Fair, Good Housekeeping, Harper's Bazar, the 
 American Magazine, Collier's Weekly, and the Theatre Maga- 
 zine. If this list is not long enough we can make it longer. 
 Like Mr. Falls, Mr. Rogers, Mr. McCormick and many other 
 distinguished Americans, Mr. Teague came from Indiana. 
 
 The initial reproduced on this page has been contributed 
 by the artist to this book and has not been used before. 
 
Coilrl,-iy.^f.\^lh;-K,i,l„'l.- 
 
Old Ii-OT^: coated tiro sides, offers ^eat possibilities 
 for the production of printing of the l■er^■ finest 
 quality. The beautiful tone of this paper, coupled 
 icith the fact that both the body oj the paper and 
 the coating of uhich it is composed are the f nest 
 materials obtainable for this purpose, makes it of 
 especial value. The soft narmth of its color suggests 
 its appropriate use for books, catalogs or circulars 
 in ichich delicate effects are desired. Its practically 
 perfect priming qualities are indicated by the re- 
 sults obtained in the icide variety of subjects shotvn 
 in these pages. 
 
ADOLPH TREIDLER 
 
 '*^- H. 
 
 CI 1^^^ Mr. Treidler's exliibit is a reproduction 
 ^mS^^BT S of the poster which took the first prize 
 of one thousand dollars in the compe- 
 tition, held in 1915, for a design to be 
 used in connection with the celebration 
 of the two hundred and fiftieth anni- 
 versary of the founding of the City of 
 Newark. This poster fulfills one of the 
 first laws of poster design in that its 
 masses of intense blue and black catch 
 the passing eye and hold it. This is all 
 that most clients recpiire. The work is strong in conception 
 and thoroughly competent in execution, both in drawing 
 and in the beautifully balanced use of colors. It even meets 
 the condition made by the judges, that the design "should 
 be suited equally for a poster eight feet ten inches by six 
 feet nine inches, a window card and a poster stamp." 
 
 The artist is one of the well-known men, as for years he 
 has been turning out work of the highest class for magazine 
 covers, as well as for the advertisements inside of such firms 
 as the Pierce-Arrow Automobile Company, the Estey Organ 
 Company, The Regal Shoe Company, Berry Brothers, the 
 varnish manufacturers, the Gillette Safety Razor Company 
 and the Aeolian Company. 
 
 The vivid little sketch on this page is a good example of his 
 magazine cover manner. It is one of a series of portraits of 
 men who came into the limelight during the progress of 
 the European War. Mr. Treidler made a series of these 
 studies so as to be ready when the man was thrust forward 
 by some event and a cover of him was wanted by Collier's. 
 
ANNIVCRSAPY 
 MKV-OCTOOtR 
 
 NEWARK 
 
 Copyright IQI3 by Commitlet of One Hundred, \euark. Nnc Je, 
 
Translucent, coated tuo sides, 'tvhite and India, is 
 practically a cardboard uith high, glossy finish 
 that is fairly strong, uill score, fold and emboss 
 satisfactorily for ordinary demand \\hen properly 
 treated, and possesses the stiffness necessary for 
 post cards or similar purposes. The special coat- 
 ing used is adapted for all printing methods and 
 uill gi\:e most satisfactory results ichen run from 
 either steel, copper, color or half-tone plates and 
 lithographic stone. The paper is perfectly neutral, 
 therefore any danger of change of color of ink in- 
 cident to either acid or alkali reaction is eliminated. 
 Closely icoven, clean, of exceptionally good color, 
 alike on both sides, and possessing an affinity for 
 ink. it represents a combination nhich insures the 
 very best results, and makes it available for a great 
 variety of uork. 
 
FRANK H.WEIKEL 
 
 S an example of commercial work 
 of the best class Mr. Weikel's design 
 for the cover of a booklet on a fea- 
 ture of the Howard watch is to be 
 commended. We carefully mention 
 the watch in this initial paragraph 
 (initial in every sense of the word) 
 because we saw this cover for the 
 first time without the pages of text 
 ____^^_____^___^^_ which itwas designed toenclose and 
 we had the brilliant thought that the Howard feature was a 
 device whereby one could ship without damage the most fragile 
 china and porcelain by merely dumping it into one of the How- 
 ard patent safety barrels. 
 
 Mr. Weikel's work is serious, dignified and strong, as is shown 
 by this classic border. The color scheme also displays an origi- 
 nal sense in the use of color by this young Pennsylvanian, who 
 has done a large amount of commercial design for leading 
 American advertisers through the Beck EngravingCompany of 
 Philadelphia. The steadily advancing standard of the buyer of 
 advertising design in every field is worthy of notice and com- 
 mendation. The point has been reached where the merely good 
 decoration or illustration will not do, for the reason that there 
 is so much of it. It forms a mass out of which only the really ex- 
 cellentwork stands out and is noticed. The object of advertising 
 being to attract attention, the moral is obvious, and it is better 
 to adopt the policy of Tiffany & Company and use no art work 
 than to have merely "a border"or"a picture"bynobodyin par- 
 ticular. The initial on this page is not of the anonymous type 
 but was made byMr. Weikel especially for this book. 
 
Patent 
 
 SAFETY 
 BARREL 
 
 A HOWARD 
 FEATURE 
 
 M 
 
Ben Day Covers are a notable feature of the many 
 distinguished papers made fcy this company, arid 
 one that ivill be ivelcomed because it affords oppor- 
 tunity for new and artistic treatment not heretofore 
 possible. As the name suggests, in surface, texture 
 and printing characteristics, it is welt adapted for 
 printing from''BenDay"Plates,anditisalsoequaUy 
 acceptable for illustrations from line engravings, 
 flat tints, half-tones not finer than 133 line, and con- 
 tributes to text matter a certain refinement that 
 compels attention. The embossing and folding qual- 
 ities are of a high order and the paper is practically 
 an innovation, opening as it does an entirely new 
 field for original decorative development. In addi- 
 tion to its other virtues it has the merit of being so 
 moderate in price as to make it available uhen cost 
 is an important consideration. 
 
ROBERT J. WILDHACK 
 
 Just as no better example of Mr. Wild- 
 hack's humorous work could be found 
 V^ than the Robinson Crusoe sketch on 
 this page, so no better instance of his 
 decorative style could be discovered 
 than our exhibit. The sketch is good 
 ?^ fun. R. Crusoe, in a costume somewhat 
 Hawaiian, has dropped his parasol at 
 the sight of Man Friday's dainty foot- 
 print and stands sentimentally trans- 
 fixed, while Mr. Friday ''hides" behind a date palm. Note the 
 date, and observe the masterly drawing of the leaves on the palm 
 tree. Simply beautiful and beautifully simple. Could the artist 
 leave off a stroke? Could he leave off a leaf? Then the horizon 
 "line" and the carefully modeled beach! Words fail us before 
 this masterpiece, one of a series of newspaper advertisements of 
 Rogers, Peet & Co. which ran for five years in the New York 
 dailies. 
 
 "The Garden of My Dreams," the commuter's idea of Heaven 
 (a cover for "Life)," is in quite another manner. One would not 
 think the two done by the same hand. The cover is delicately 
 decorative. A third manner is his poster style. In this his 
 drawing is in strong line and the color more elemental than in 
 his present use of it. A number of years ago, when Harper's 
 and Scribner's magazines were competing in the production of 
 small monthly posters, R. J. W. contribvited excellent designs to 
 both publications. 
 
 Mr. Wildhack was born in Illinois but has lived in New York 
 City for a long time. He is a pupil of the well-known American 
 painter, Robert Henri. 
 
Courtesy of Lift Publishing Co, 
 
 THE(;AKi)E^ Ul M\ DREAMS 
 
Dilcol Coated Book India meets the demand for a 
 medium price coated paper made in this deservedly 
 popular shade. The beautiful softness of effect ob- 
 tainedintheprintingofhalftoneplateson this paper 
 is but one of the features ivhich recommend its use. 
 In addition, the screen marks practically disappear: 
 the paper, owing to its color, is remarkably opaque, 
 and besides, is not easily soiled. The body paper is 
 the same tint as the coating and nill, therefore, not 
 shoiv uhite on the cut or folded edge. The coating is 
 of fine (juality, is firndy fixed and iiill not "pick." 
 Ink dries rapidly upon it, and all of its working 
 qualities are of a high order, suitable for the print- 
 ing of fine screen plates in black, tints areolars. 
 
ADRIAN J. lORIO 
 
 COMBINED with Mr. lorio's feeling 
 for balance and proportion is a 
 true sense of color and a gift for 
 lettering, a combination of virtues 
 which has drawn buyers of design 
 to him for many working years. 
 Mr. lorio isoneof the versatile men 
 who is capable of rendering alone 
 an all around service to his clients, 
 an adaptability evidenced by the 
 fact that while he has perhaps made a specialty of covers and 
 title pages, his work is really more along the lines of advertis- 
 ing than of book work. But his is the art which does equally 
 well for the commercial catalogue of the higher class and for 
 the limited edition book, being neither too impractical for the 
 first nor too practical for the latter. To illustrate, the initial on 
 this page is a commercial design, the cover on the leaf fol- 
 lowing a bookish one, yet the two could be interchanged and 
 their uses reversed with perfect taste. The initial is also an 
 illustration of the eternal truth that it is possible to make a 
 striking design without living in Greenwich Village. A draw- 
 ing can be solid, reserved, fundamental and still be striking. 
 "The Story of Nedda," with its frontispiece by Sargent, was 
 written by Mr. Lewis Niles Roberts, son of one of the partners 
 of Roberts Bros., the old publishing house of Boston, and was 
 printed and sold for the benefit of a society formed to help 
 a war charity of Boston, Mr. lorio's birthplace and home. 
 The artist has worked for many publishers and advertisers, 
 among them the Frank Presbrey Co., New York, the University 
 Press, Cambridge, and notably Ginn & Company, of Boston. 
 
Duchess, deckle edge on two long sides, double thick, 
 is a paper with a surface of medium finish possess- 
 ing unusual folding and embossing qualities, an 
 evenness of color and marked affinity for ink, and 
 lends to printed work a quiet elegance that distin- 
 guishes It from other papers of its kind. Theformula 
 used in making insures excellent wearing qualities 
 and a soft,pilable sheet, pleasant to bothsight and 
 touch, most desirable characteristics not possessed 
 by other makes. All the tints and colors are obtained 
 by the use of fast dyes and are, therefore, non-fad- 
 ing, a most important and unusual feature in papers 
 of this class. Largely used for printing from line 
 cuts, for photogravures, and for the exacting re- 
 quirements of the offset press. 
 
BEN DAY—Smooth Finish 
 
DE-AND-SE TINTS 
 
DUCHESS— Sioux Finish 
 
 This sheet is DL'CHESS (iRAY 23 x 2S' 2— 85 
 
EXTRA STRONG TINTED ENAxMEL 
 
 OOLDFA' ROD 
 
 2". s 4n~9.j lbs. 
 
 PRIMROSK 
 
 AZLKK 
 
 2'. X 40—95 Ibi. 
 
 SEA FOAM 
 
 it, X *►— 147 lb«. 
 
 INDIA 
 
 2,". X 40—147 lbs. 
 
SUPERB— Dull Finish 
 
 SKE CHRRENT PRKK MST H)R ADDITIONAL SIZES AND WEIGHTS 
 
TINTED ART BOOK 
 
 si;a koam 
 
 j:i X 40— ; I lb*. 
 
 (juanite ni.i k 
 
 COLDFA U(»l) 
 
 29xo^;- -127 II). 
 
 COFFEE 
 
 .'S'/^j I 4.>— y.i II). 
 
TRANSLUCENT— Coated Two Sides 
 
 ^ 
 
 WHITE 
 
 23 X 29—120 lbs. 
 
 WHITE 
 
 23 X 29—180 lbs. 
 
 fmm 
 
 m 
 
 m 
 
 INDIA 
 
 X 29—160 lbs. ■ INDIA 
 
A WORD ABOUT <d> PAPERS 
 
 PRACTICALLY all of the papers shown in this book are 
 regularly carried in stock in all standard sizes, weights and 
 colors. The effects obtained show plainly the degree of success 
 that we have attained and suggest the great variety of special 
 requirements we are in a position to meet. We offer these 
 
 'pi ^i{HHH|| specimens as fair evi- 
 dence, and are con- 
 tent to rest our case 
 upon them confident 
 lliat the verdict will 
 surely be favorable. 
 <B> Papers are made 
 for fine printing and 
 consequently they 
 must be considered 
 solely with relation 
 to the work they have 
 to do. The standards 
 of their manufacture 
 are based upon an ap- 
 preciation of the fact 
 that the demand for worthy, beautiful papers is constantly on 
 the increase. More and more it is becoming recognized that 
 effective advertising is possible only through the use of good 
 printing, and good paper is an essential of good printing. 
 
 Good printing makes its appeal to two senses — sight and 
 touch, and neither may be left out of consideration. The "feel" 
 of the paper, its solidity, its firmness, and its attraction for the 
 eye, are certainly as essential a part of good printing as clean- 
 liness, fine color, good composition and competent presswork. 
 
 Philadelpbia \S'arehou»e, 140 North SLxlh Street 
 

 UMFIED PRODUCTION AXD DISTRIBLTIOX 
 
 <s> Papers are manufactured in our omu mill located on the 
 Dela^N are River, in Philadelphia. Everv process is in our own 
 hands. Every single phase of the manufacture is part of a care- 
 fully considered comprehensive plan ^\ hich shapes each de- 
 tail to the end of producing the best papers possible to make. 
 
 The mill is directlv supei-^ised bv the officers of the Com- 
 pany, aided by a corps of highly trained chemists and specialists. 
 
 Supplementing the mill and adjacent to it. we maintain ex- 
 tensive warehouses where a large reserve stock of finished 
 papers is carried. In addition to this, the Companv maintains 
 its own sales organizations and distributinii warehouses in 
 Philadelphia. New York and Boston, all of which are centrallv 
 located and carrv an adequate stock for immediate deliverv. 
 
A LARGE BUSINESS IN STOCK ITEMS 
 
 The development of our business is based largely upon con- 
 stant increases in the percentage of business in stock items, 
 and a large part of our total output consists of standard papers 
 in stock sizes which are stored in our city warehouses and in 
 the mill available for urgent needs. 
 
 The balance of our product comprises papers made to meet 
 special requirements as to quality, size, color and finish. The 
 scope of our mill covers practically every requirement in the 
 various lines of printing paper, as we make all of the better 
 grades of Machine Finish, Off-Set, Sulphite Bonds and Writ- 
 ings, Super Calendered, a variety of Cover Papers, Coated Book 
 and Coated One Side for printing from plates, zinc or litho- 
 graphic stone, also Brush Finish for Cigar Bands and Labels. 
 
A FAIR POLICY 
 
 Our sales policy is based 
 upon set prices which are 
 given constant publicity to 
 a// of our trade. The prices 
 of <s> Papers are uniform 
 to all. and we aim to be per- 
 fectly fair and impartial. 
 Eyery effort is made to 
 deliyer exactly what we 
 offer. \^ hen we fail, as oc- 
 casionally we do, we stand 
 ready to niake good." We 
 AS ork on the basis that our 
 paper must be as good as 
 
 your money and carry out this policy to the best of our ability. 
 
 <^ Pa|)ers are handled in the Middle West and West by The 
 
 Paper Mills* 
 
 Co. of Chicago, 
 
 111.. The Chat- 
 field & Woods 
 
 Co. of Cincin- 
 
 nati,01iio.The 
 
 Union Paper 
 
 & Twine Co. 
 
 of Cleyeland. 
 
 Ohio, and by 
 
 Blake, Moffitt 
 
 & Towne. San 
 
 Francisco and 
 
 Los Angeles. 
 
 California. 
 
/^..