George Washington, the father of the glorious land in which we live, did much for the cause of honest advertising when he TOLD THE TRUTH about that cherry tree affair. People talk about it to this day. A. G. C. j ADVERTISING j j CONSTRUCTION j 4 — -'SIMPLIFIED* 1 By A. G. CHANEY Author of “Reducing the Cost of Selling” PRICE 50c POSTAGE PAID SIMPLIFIES DIAGRAMING, USE OF TEXT AND DISPLAY TYPES, CON- STRUCTION, TYPEWRITER SCALES FOR PREPARING COPY FOR ANY GIVEN SPACE, BARGAIN ADVERTISING, STORE NEWS ADVERTISING, DISPLAY OF SMALL SECTIONS, APPROPRIATIONS, ETC. :: :: :: :: :: — * FLORA BOOK COMPANY P. O. Box 1214 Dallas, Texas 1913 Johnston Printing a advertising Co. DALLAS, TEXAS COPYRIGHT, 1912 By A. G. CHANEY \" TT IS ESTIMATED that the total volume of retail advertising in the United States reaches the stupendous figure of about $410,- 000,000.00 and almost doubles in volume the total annual advertising of manufacturers and cr wholesalers per annum. So this book is devoted almost exclusively to retail advertising, yet principles are brought forth which will apply to all kinds of advertising, be it special or general. By special advertising I mean publicity which is calculated to get immediate results. General advertising is of a wider scope. A man may read of some new breakfast food in a New York newspaper, again in some magazine as he is flying across the country in a Pullman, and still other times in Chicago and Denver papers, and then make the purchase of a trial package in San Francisco. This is general advertising in its broadest sense. You may have a lot of bill- boards, and they may be bringing you all kinds of returns, but people seldom enter your store and say, “I saw your billboard advertising and have come in response.” So the direct returns of general advertising are hard to determine. Yet people do come into your store thousands of times a day and say, “I want to see some of the $1.00 dress goods on sale at 79c, which was advertised in Sunday’s or Monday’s paper.” So it is easy to trace returns from special retail or department store advertising. Briefly this tells you the difference between general and special advertising. One line is best for some classes of business, and the other is equally good for mer- chandising of a different character. Retail advertising, that is, successful retail ad- vertising in this country, dates back some eighty years, and was the advertising of A. T. Stewart, and was followed by more extensive publicity by [ 3 ] I John Wanamaker some fifteen or twenty years later. From those early dates, when the advertising was very much limited, until the present day, when most of the stores in every city use a full page every Sunday, and the largest stores mak- ing use of pages and more every day of the year, there has been all kinds of retail advertising. There has been good, bad and indifferent ad- vertising; honest and dishonest advertising. All kinds getting more or less results. The results you will get from your advertising is somewhat determined by its standing in comparison with other advertising in the medium in which it is placed. Yet the fact that you have the best ad- vertising in your community does not prove that it is ioo per cent efficient, and it may suffer by comparison with the best advertising of mer- chants in other cities. So what you want is thoroughly efficient ad- vertising; the kind that gets the best results — the business-building kind of publicity which will stand the acid test in any location, be it New York, Texas, California or any section of the country. In my opinion there are general laws govern- ing retail advertising that tend only towards suc- cess. I do not believe that every store’s adver- tising is strictly an individual case. It is my endeavor to place these general laws before you ; exploit their practicability in all cases. This I have done in ordinary terms and not technical phrases. A. G. C. [ 4 ] ADVERTISING IS SIMPLY NEWS Advertisers are not born, as some one has said, but good writers of advertising are being made every day. Some treat advertising as a mystic art, when it is the simplest thing on earth, after the principles governing it have been mastered. It is simply salesmanship on paper. Yet to be a writer of good advertising you should know your goods, the people you are talk- ing to, and be thoroughly familiar with type in all its uses and abuses. Please compare advertising with the daily newspapers. Take the newspaper as a whole, a single issue ; and take one of your advertisements as a whole. Just take a page advertisement for the sake of comparison. The Advertising Man- ager of the store and the Editor of the news- paper have similar duties. The Editor is to de- termine which is the best piece of news his re- porters have for the day, and will make this the feature of the issue. It will most likely be lo- cated on the first page under a big scare head. The other pieces of news will have heads and locations as befit their importance. And so the paper is made up. The Advertising Manager should treat the buyers of the store as his reporters. They are to give him the news of the business. The one that has the most interesting store attractions for the public should have the best and largest space, and the other items in the advertisement will be located as to their importance. This gives you the most practical idea for gov- erning the construction of your advertising, and [ 5 ] if the viewpoint is taken from the customer’s attitude, instead of that of the store, it will be found thoroughly practical in all cases. The best advertising there has ever been, and the best there ever will be, IS STORE NEWS. Yet this wants to be told in a terse, interesting manner. Let the advertising embrace items of general information, as well as strictly merchan- dise news, and it will be read by a greater num- ber of people. Walter Dill Scott, who has made such a close study of psychology in connection with adver- tising, and whose experiments have resulted in determining many previously unknown facts, tells us that the average reader only devotes ten minutes to looking at the advertising in any of our national magazines, and that when it comes to the newspapers the time is much less. The construction of your advertising will be most important when you are endeavoring to get the attention of a reader of a newspaper or mag- azine. Now, the greater part of these readers are what I term glancers. They are largely in the majority. They turn page after page, sim- ply glancing at the advertising, until you have gained their particular attention by the use of a clever headline or effective illustration. Advertising seeks to influence the minds of possible buyers, and in advertising the mind is reached almost entirely through the eye. The advertising that will rank high in efficiency must first embody every psychological law of atten- tion. It is the trick of arresting the eye, or attention, of the reader, as he or she glances from page to page of the newspaper or maga- zine, that’s all-important. Walter Dill Scott gives us six psychological laws to govern attention in advertising. I give [ 6 ] these to you as I interpret them for use in your daily work. First Principle. The power of an object, or advertisement, to force itself into our attention, depends on the absence of counter attractions. You can make use of this principle by the size of your advertisements. The full page adver- tisement, in a manner, cuts out all counter at- tractions. Other advertisements should be of such size, or effective display, as to command attention. It is almost useless for me to sug- gest the benefits of the direct appeal, the individ- ual letter, novelties, etc., when this principle is considered. Second Principle. The power of an object, or advertisement, to attract attention, depends on the contrast it forms to the object, or advertise- ments, presented with it, preceding or following it. The effect produced by a flash of lightning on a dark night, or the hooting of an owl at midnight, are instances of extreme contrast. You can utilize this principle by making your adver- tisements attractive in appearance, giving them a pronounced contrast in style to the others ap- pearing in the papers or magazines. Third Principle. The power of an object, or advertisement, to attract attention, depends on the tensity of the sensation aroused. The bright headlight of the locomotive, the red lanterns used as danger signals, arouse such strong sen- sations that we must see them. You can make use of this principle more especially with effect- ive illustrations and strong headlines. Fourth Principle. The power of an object, or advertisement, to attract attention, depends on the ease with which we are able to comprehend, or read it. Use this principle by making your advertisements easy to read. Do not attempt typographical stunts, giving your advertisement [ 7 ] the appearance of a puzzle. Sometimes I tell the story of a great bargain in the headline alone. The advertisements I write directed to men are to be read almost at a glance. Men are more difficult to reach by advertising than women. The average man buys only when in need. The average woman buys any time she thinks a thing is cheap. Nowadays the woman does most of the buying, but I wish we could so legislate that she would have to do all of it — even to the man’s clothes. It would be better for us advertising men. I do not mean to cast any reflections on the woman’s judgment, as she knows a bargain when she sees it — reaps the benefit of cut prices — and the man, the average man, does not think there was ever a strictly legitimate bargain offered. Fifth Principle. The attentive value of an ob- ject, or advertisement, depends on the number of times it comes before us, or repetition. You can best utilize this principle by keeping the name of your house, or goods, ever before the people. When a person has the first thought of a purchase, let his next thought be that of your wares, your firm. That’s advertising worth something — to know that you are going to get first call when the purchase of anything in your lines enters the buyer’s mind. Sixih Principle. The attentive value of an ob- ject, or advertisement, depends upon the intensity of the feeling aroused. We see automobile ad- vertisements with a great big inactive illustration of the machine stating that it is a so-and-so 30, 40 or 60. I want to say that the illustration that sets my want valves working is that of an auto- mobile spinning through the woods, along the boulevard, by the ocean side and along the moun- tains. It is such a picture that arouses an in- tense feeling, a most pleasurable feeling — a feel- [ 8 ] ing of acute desire. Attention is a process we feel. In my daily work I dwell on a subject dear to the heart of every woman — that of dress. It is with great intensity of feeling that she reads of the newest in attire, the latest wearables, whether she can afford them or not. USE EFFECTIVE HEADLINES The average advertising writer pays too little attention to the matter of construction and does not use his headlines to the best advantage. In my opinion every headline should tell a complete story, especially if it refers to a bargain offer, to get full returns from the glancers. When you state “Regular $1.00 serge for 79c a yard,” in preference to “Special offer of serge,” you are going to get better returns, as you will then get before the glancers. The headline tells the story, and will get returns from people just glancing at your advertising, as well as those who read all the bargains or other notices in full. It has been said that suggestion is many, many times more powerful in retail advertising than argument, and it is a fact. This is certainly true in salesmanship behind the counter, and is only enlarged in importance for the printed notice. Argument is for the professional buyer, but even he is many times made to reach a decision by the means of suggestion. So much has been said about the direct com- mand, that I am not going deep into the subject. Suffice it to say that it is strictly in line with the mind action of man or woman, who are prone to do as commanded, unless their reason- ing power steps in and tells them it is not for the best. The direct command, when not harsh- ly put forth, is extremely powerful. STYLES OF CONSTRUCTION. Judging from the page and smaller advertise- ments we see in the papers from different parts [ 9 ] of the country daily, there is no end as to style in construction. Yet there is an end to this, if you are endeavoring for the best results. I class three styles from which you have choice, and it is advisable to make use of all of these. First we have the page filled with items. There is no loss of space, and the only idea is to get as many items into the advertisement without any of them being completely lost. In this style it is advisable to use small boxes — the little squares made by the use of rules — as these tend to break the flat appearance of the advertise- ment and give a better division of attention. Next comes the advertisement that makes a feature of white space, all sections being in boxes of pleasing sizes, and does not permit of as many items as the first style. Yet it has its advantages, as the attentive value of the advertisement as a whole is greatly increased, and the chances of the advertisement being read in full is of a much larger percentage. Then comes the strictly “Store News’’ adver- tisement. The above styles are mostly in 7 and 8-point types, but this style should be in 10 or t 2-point. The page may be cut up into 5, 6 or 7 columns, and in appearance will be very much like the pages of a newspaper. This class of advertising should embody news of a general nature, as well as merchandise talks and bargain news. The John Wanamaker advertising of to- day is of this character, and ranks as the fore- most and most powerful advertising of the land. It is not within the ability of every man to write copy of this character to the perfection at- tained by the Wanamaker store, but with the right viewpoint attained — THE NEWS FEA- TURE — most every man can make his advertis- ing intensely interesting. (Continued on page 18) [ 10 ] | WANAMAKER'S | WANAMAKER’S I WANAM AKER'S [ WANAMAEE^ | WANAMARER'3 | All We Say About This Fumiture Must Ha ve Its Ech o— l^r°2r' ( £:?£ More Beautiful Furs JTJ^ZTtiTZ Good Merchandise Will £ir- Speak Again in the Home Good merchandise tells Its own story in a remark. will carry its message into every home, and it will keep now it is just sum wings to generation, only the message »J ° n « ° f nob ^> porta nT jf^on/ woulcf keep chanTto the thfngtflat is genume.^the ifrnig^hal * an ""Wl (special r manu- sag rf They A*re Buying Silks Right and Left erwjs: ffsr-sssi’K prices, it is no wonder the ' >wn goes silk-crazy Today we have moved the ntire Sale— with the ex- ception of three counters on the West Aisle-up to the Silk Salon, First Floor. ^Chestnut Gaps Filled Up in the Winter Sale of Shoes grain leather, and the soles are both sewed and nailed on for extra strength Girts* S3 rubber stoi boots at $1.50. Also plentiful c h o i from the regular sale )< All fine worsted and chev- iots and cut to styles that will be perfectly good next Winter, tfhen prices for such good clothes win be ‘ the figures first The New Bed Deserves the Best of Bedding $1-83 each, regularly $3 apd $3.50. The manufacturer made hem up from odd pieces of silk he had left, chiefly uniform price lowering of a fourth. Pll lows in two Suits, Frocks, Goats for Spring In the Store 6n the Subway Floor New Tailored Suits Spring-like ^colorings "UK* Serge Costs at $13.50 larly $1 and I , during the sale 85c and 60c, made into, pillows costing from $2.13 to R25 instead Of $2.50 to 15, and fro* $1.50 to $3 instead of $2 to $4 Similar reductions on JSOJSL'SSS^ When a WomanBuysSeven $5 Shirts for a Man— That should prove aome- That she has a husband worth while— And that the shirts are vorth while. These are silk shirts, bought seven just as they The above is a reproduction of a typical Wanamaker store news ad- vertisement. In construction it is made up very much like a newspaper , and is therefore very easy to read. It is newsy all the way through , and headlines and illustrations are very much out of the ordinary, ranking very high in attentive value. The editorial section in top left hand corner is a characteristic of this splendid advertising, as is the weather forecast. Two things are notice able in this advertisement. One is that the Wanamaker name is noi strongly featured, and the other is the absence of black-face, or prominent , price figures. Study this advertisement carefully. The above is a miniature diagram of the advertisement of the opposite page , and is the style referred to on page No. io as the advertisement filled with items. There is a liberal use of boxes, so that the various offerings will not be lost sight of. Headlines play cm important part when the advertisement is of this construction, to get an equal division of interest. If the life of a department store is its various departments, it follows that the life of a department store advertisement should be its various offerings. But this can only be carried out to such an extent as to allow for the proper display of each item. [ 12 ] Handkerchiefs Marked Very Cheap Women's Hosiery af Low Prices Clean-Up Sale of Winter Goods and Garments Fancy Challie Dress Gingham P^isSii DETERMINED EFFORT « Big Display ol Hew Spring floods and flaraionfs ^^“SSsSSSaSssKSa? Dresses, Tailored Suits and Skirts Now at Half and Less Knit Underwear i4i-;-s -r— Knit Underwear FSsfr - 39< m :.\r r-— 2S-iS.TT.j3g siP^l pg£sg fSgSsEaSg-S? BSSKHH Clean-Up Sale of Silks and Wool DressGoods This Week 95c "“ s ^ sra** a? 5-. .. . -Tixr.r:. 79< ill^lsssr-s, ssSMISpsSj}, irva ■MBSSSSflr* si§W*| '5.75 cfs and Comforts at u?: K-^.rv— ■*— Z3.W FsfSr®~» ScSllTrt'rir-' •'^•" 2 .% '1'9$ ^:: , :.;u:.v , ^.v.'iu: , sr./. rsr-waii-.* 2.95 . 1 69 r„..~ Pillow Tops flggjl Squares at 79c iggggj SUPi />og-e advertisement has suffered from such a severe reduction. The smallest type used, 8 point, is not legible. The 12 />om£ can fre read. The Niagara Series, ranging from 12 to 60 />oin£, are taed for display lines in the original advertisement. The top display line is 60 point, the two other longest display lines are 36 point, the three-column section at bottom has a 24-point head, and the single-column boxes have 18 -point heads. This advertisement is well crowded with items, yet none of them are lost. Each comes in for a certain amount of display. As a whole the advertisement is well balanced and pleasing to the eye. [13] This is the diagram for advertisement on opposite page, and white space is featured to give each section full attentive value, and have the advertisement, as a whole, pleasing to the eye. On the full-size diagram, which is just the same size as a page of the paper in which it is to appear, there is a regular margin of a fourth of an inch around boxes and panels. This small diagram is not exactly correct in proportions, yet is near enough to express the idea of this style of construction. The printer, understanding that your red lines designate the use of 2-point rules, will have no trouble getting the desired effect. [14] Broken Lines of Corsets Cheap SPECT A L— Broken tin, oi v««. t Redlcrn. Jusin.e and Warner Women's House Dresses on Sale End of Season Prices in June on Certain Lines to Be Cleared Out Prior to the Departure of Our Buyers to the Market for Fall Buying QUR Garment Buyers anticipate tea' ing^lor jhe market the eu £2iE;“* pom mj mate i s ra«.‘wAsa? , jp i'SESMs BS5SsSS»«?i Isris? S?g£?®5 s,sfijS5® jsmssskmw — iipi^s^pis?^ 45c Oracle o( Sheer While Linen Only 33 c JaSrstESsSS !!?3==H5-“ jpESpSweS fi=:^=££r£ ISp^SSs I^HpSSg S:S5£=5S ¥SHS~Sffi fur. ^i*J bup.oh u» ibc Women » Igisfi aKsfini- r^ss^Si-2“ rt -"'*« Ribbons at Low Prices ptsujslsts s zzn . JS3S2, rsrasKhls: lllP^sis -S2.00 Slim Hath Baga Orel, JI.30 Very Lowest Wash Goods Prices We Have Quoted This Season ggispa-K ilP^l*|^f — Ou, 25c ffrnlrew riaaeea 0* .5c 55 -^?SE££ffX&Z7£t2 piss^i spsssssi Shee/s Cheap Pi7/ow Cases Tab/e Damask SjvSSS ££#§3= -Iss— r/iw w the best construction for the store news advertisement. The use of two and three-line figures is done away with. It offers a splendid opportunity for effective headlines. The eye can only read four words at a time , and four words can be used for heads m all the single-column matter , in most any 18 -point type. As the columns are wider than in the other styles mentioned , larger type can be used for body of advertisement. As type increases in atten- tive value as it gets larger , this is another point in favor of this style of ’ construction . Your advertisements will also look different — contrasting — to others in the same paper. I think it best to make use of all these differ- ent styles in construction. It at least will give your house the distinction of having a little di- version in its advertisng — do away with that great sameness of many houses’ advertsing, which seems to prevail from New York to San Francisco and from the Lakes to the Gulf. It is a mistake to make use of just the same style of advertising for the strictly bargain sale, which is timely at certain seasons of the year, and the page of strictly store news. Say you will use the first style, a page well filled with items, all properly displayed, for the first Sunday in each month — when you will most likely be putting your best foot foremost for in- creased business, and when the people will prob- ably read more of your advertising than at any other time of the month. Then the next Sunday you will use the second style, fewer items, all in proportionately arranged boxes — with a little more liberal use of white space, to increase its attentive value. For the following two Sundays you will use the store news style, and get in some good, strong talks about your store fea- tures and service. This action gives you diversion in your ad- vertising, and all the different styles of con- struction used are strictly good. PRACTICAL DIAGRAMING The diagram will prove a big labor saver. To make it a greater labor saver, have your local paper provide you with diagram sheets. If you are using the same border around all your ad- vertisement, this can be printed on the diagram sheet, and then the columns can be made by slightly raised rules when being run through the press. The column line should not be printed, [18] as too many marks on the diagram will cause confusion. See specimen on page 20. The diagram should he actual size of news- paper page. This will enable you to take any cut you are going to use, rub the surface over the ink-pad, then make an imprint of it on the diagram. The matter of figuring reductions, where a small diagram is used, is entirely done away with. With a diagram furnished as above, and most any newspaper will be glad to furnish them to their advertisers, a great saving of time is made. With this much start on your page or smaller advertisement, the next thing to do is to decide on location of the firm name, or signature, the dividing of the space into sections of various size, and the apportionment of the different sec- tions to different departments or lines to be ad- vertised, and locations of illustrations. One great advantage of the diagram is that when the powers behind the throne ask the Ad- vertising Manager what he is going to do for next Sunday, he puts the diagram before them, and it gives a very clear idea of the advertise- ment as it will appear when completed. Then, and then only, is the time to make any changes in apportionment of space, etc. It is too late to make changes after a proof has been submitted, and is an injustice to any publication to expect radical changes, unless a charge is made for the additional work. So the diagram is a big help and makes sailing much easier for every one con- nected with the Advertising Department. On page 12 you will see a practical diagram, and on page 21 specimen copy sheets as turned in with the diagram. When you are making your diagram, and to avoid confusion, have an under- standing with the compositors at the newspaper offices that your plain pencil lines mean nothing, (Continued on page 22) [19] This is a reproduction of the full page diagram blank , which you can have printed at a very small price, if the newspaper refuses to furnish you with same. Your regular border, or a plain rule border, should be around diagram. The small dotted lines are not printed, but are simply made by the use of a raised rule in printing. This blank diagiam saves much time, and as the columns appear quite distinctly, you do not lose any time ruling them off. This diagram sheet should be actual page of paper, so that impressions of cuts to be used can be made in actual size. It is a good idea to print your headlines on the diagrams. [ 20 ] Set In l?, point Niagara — A DETERMINED EFFORT on our part to olear out what remains of Winter Goode and Garment's the following six days, presents the moat unusual buying opportunities In all sec- tions of the store. It Is the polloy of this house n•» * ~ • ’* ra "‘ s,r * „ r;:;:;-!. — - JUST IN Copenhagen , -everal shades o. blue, face, in •• yard— marked 28 inches wlde—orth 750 brown, tan, This is a reproduction of three pages of copy turned in with the adver- tisement on page 13. Each section of the diagram should he numbered, and each piece of copy should have a corresponding number. This copy is for the 12-point Niagra at top of advertisement, part of the 12-point Roman section opposite the figure, and an S-point Roman section under the Silks and Dress Goods heading. It is advisable to put all your display heads on both copy and diagram. As the man who sets-up the heads ccm take the diagram sheet and do this part of the work, while the compositors working on the body of the adver- tisement is busy, much time is saved. [21] that the red lines indicate the use of i or 2-point rules, and then make the numbers on your dia- gram showing where the different pieces of copy go, with a blue pencil. As additional marks will be made on both diagram and copy when it gets into the hands of the compositors, this particlar style avoids all confusion. THE TYPEWRITER SAVES TIME Adding machines, dictaphones and things without number have been invented and mar- keted to save that most precious gift to man — time. Yet to this day many advertising writers have not adopted the use of the typewriter, which proves such a great time-saver. When copy is to be prepared for a limited space, some of them say that they have grown so familiar with the amount of writing it will take that they do not have to figure it, and others make calculations by the square inch. Both are more or less antiquated, and the typewritten copy solves the problem. It solves it, as the type- writer can be set to run line for line with the type you are going to use. With a thorough un- derstanding of the point system, which is ex- plained a little further along these pages, and a scale of type measurements for your typewriter, you can easily supply just the amount of copy required for any given section — not a line too much, which will make the matter crowded ; and not a line short, which would require that too many leads will have to be put between the lines to stuff them out and fill the space. Ragged copy, that is where one or two words run over and make a very short line, is not pleas- ing to the eye, and greatlv reduces the attentive value of an advertisement. By the use of the typewriter broken-off lines are entirely done away with, and when you get a proof of your [ 22 ] advertisement — which the papers furnish for you to make corrections and any minor changes — you will find that all your items are in and occupy the stipulated space. THE POINT SYSTEM SIMPLIFIED This book is to be as void of technical phrases as possible, and all measurements are reckoned by inches, rather than so many ems, points, etc. Yet it is important that every man preparing copy be thoroughly familiar with the point system. A point in type phrase is a seventy-second part of an inch. It means that every inch in the depth of a column will hold 72 points of type. As less than 6-point type is seldom used, on account of its being quite hard to read, only this size and larger will be treated. If a type is 6 point, it will take 12 lines of it to make an inch in depth. If the matter is to be leaded — the lead being a small metal slat of a point thickness — you will have to make some allowance for the leads. So instead of having 12 lines you will figure your matter 10 lines to the inch in depth, and the rules make up the difference, with a little variation, which amounts to nothing. MAKING THE TYPEWRITER SCALE It is advisable to get an extra length carriage for your typewriter, as this again saves time. Yet the regular size carriage will answer, as the wider lines can be written in half measure, and you get just the same results. The ordinary typewriter carriage, which is used for letter writing, is numbered from o to 85, 90 and 95, and the extra length carriages up to those numbered from o to 120. We will take an 8-point type, which is more used than any other size for the body of the [23] larger advertisements. Take a line of any length from the newspaper, copy it on the machine, and see how much it takes to make 2, 2%, 2 y 2 , 3 or 4 inches in length. This manner will determine how to make your scale. When you want to get up copy for a space 3 inches deep and 3 wide, you will set the typewriter so as to make a line from No. o to No. 55. This line will run line for line with the 8-point type, and as the 8-point type takes 9 lines to an inch when set solid, you will have to supply 27 lines. If the matter is to be leaded — and this is preferable — you will sup- ply only 8 lines to an inch in depth and the point leads will make up the difference. For the typewriter with standard size type face the following scales apply : 8-point Roman Machine — Length of Line. Set Typewriter 2 Inches From No. o to No. 36 2%. Inches From No. o to No. 41 2 Yi Inches From No. o to No. 45 3 Inches From No. o to No. 55 And so on to lines of any desired length, doubling up on the narrower one to save time. 10- Point Roman Machine — Length of Line. Set Typewriter 2 Inches .From No. 0 to No. 34 2p2 Inches .From Nb. 0 to No. 42 3 Inches .From No. 0 to No. 50 334 Inches .From Nb. 0 to No. 58 12-Point Roman Machine- Length of Line. Set Typewriter 2 Inches .From No. 0 to No. 30 3 Inches .From No. 0 to No. 43 4 Inches .From No. 0 to No. 56