The Inland Printer, January 1920
The January 1920 issue of The Inland Printer (volume 64, number 4), the Chicago printing monthly edited by Harry Hillman.
What it is
The January 1920 issue of The Inland Printer (volume 64, number 4), the Chicago printing monthly edited by Harry Hillman. The editorial explains that the issue is late and in a changed type dress because the fuel shortage shut industries, blames radical labour leaders, and argues that profit-sharing and welfare work pay. The lead article, Edward D. Berry's "The Layout Man", makes the case for a trained layout man in the composing room who turns the salesman's dummy into a consistent product. Other pieces: W. P. Kirkwood on the country print shop, F. Horace Teall on faulty English, R. T. Porte's bookkeeping series for small printers, a letterhead contest, J. L. Frazier's summary of interpretative display, G. W. Tuttle's "The Printer-Artists", Frank L. Martin on printers' house organs, Clarence T. Hubbard on printing a prospect's name on samples, and Francis L. Burt on inks. Ads fill about half the pages.
Why read it now
This issue is a compact lesson in how a service trade markets itself. The editorial quotes a line from South Africa that still holds, a man who does not advertise may know all about his own business but no one else does, and its "Reverse Advertising" note makes a sharper point: a printer who promises service in fine folders, then sends booklets through the street in a dirty barrow, is paying to advertise and then undoing it. That is the modern idea of the brand as the sum of every contact, not the claim. Hubbard's salesman who prints the prospect's name on a sample is doing personalisation; field studies of name-personalised email find a real but modest lift in opens. Berry's layout man, one trained person who keeps every job true to the client's idea, is today's art director or design system. Frazier's rule that display must both interpret and attract is still the test for a headline. What has dated: the anti-union editorial and hand-set type. Use: walk your customer's path after the sale, from delivery to invoice, and fix the one step that contradicts your advertising.
Passages worth keeping
A man who does not advertise may know all about his own business, but no one else does.
المعرفة بالعمل لا تكفي، فمن لا يعلن يبقى عمله مجهولًا عند الناس مهما أتقنه.
A man is judged by the clothes he wears. Likewise, a business house is judged by the character of its advertising matter.
مطبوعات الشركة الإعلانية هي مظهرها أمام الناس، ويُحكم عليها منها كما يُحكم على الرجل من ثيابه.
he had better spend less money in telling the public about his service and more in making that service a tangible thing that the customer and the public could see.
الأولى أن تُنفق على جعل الخدمة ظاهرة ملموسة للعميل، لا على الكلام عنها فقط.
Show your prospect his name in print and your sale will be helped along by a good percentage.
رؤية العميل المحتمل اسمه مطبوعًا على عينة معدّة له تزيد فرصة البيع.
Fortunately, both objects, interpretation and attraction, may be attained at the same time and frequently by the same means.
التصميم الجيد يوضح المعنى ويجذب العين في وقت واحد، وغالبًا بالوسيلة نفسها.
The scanned text has OCR errors. The passages are quoted from it, with only obvious slips fixed.
What it teaches best
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