Specimens of Borders and Ornaments, Cuts and Brass Rules, and Illustrated Catalogue and Price List of Printing Material and Printers' Supplies
A 352-page trade catalogue from American Type Founders, the merged American type foundry, in two halves.
What it is
A 352-page trade catalogue from American Type Founders, the merged American type foundry, in two halves. The first half is specimens printed from the metal: borders such as Art, Rococo, Holly and Klondike, ornament families such as Collins Florets, Wayside and Post, initials, advertising and calendar figures, fractions, signs, mail-list logotypes, state seals, society emblems, and stock cuts sold by subject, from Lady Speakers and Shoppers to Scorchers and lodge badges. Each piece carries a number and a price, down to 30 cents for four of one character. The second half, under the running head The Best of Everything for the Printer, sells brass rule, type cases, cabinets, presses, paper cutters, wire stitchers, mailers and numbering machines, each with an engraving, feature copy and a price. The opening pages list selling houses in nineteen cities; a closing Notice to Printers says the house stocks only what it can stand behind.
Why read it now
Read it as a catalogue that doubles as the order form. Every item is shown at actual size with its number and price where the eye lands, so a printer can specify a job without asking for a quote. That still matters: Baymard Institute's checkout research ranks unexpected costs as the top reason online buyers abandon a cart. The machinery half has two moves worth copying: comparative claims tied to a mechanism (the Peerless platen is strongest at the centre because the impression acts there) and honest segmentation (the Advance cutter is sold as the cheapest, for buyers who care most about price). The stock cuts of Shoppers, Lady Speakers and lodge emblems show a supplier selling ready-made imagery by audience, the ancestor of stock photo and template libraries. What has dated: the closing superlatives, which assert rather than prove, and the ornament-heavy look. Use: if you sell a modular product in the Gulf, such as templates, fit-out parts or menu items, publish the full range at real size with a code and price beside each, grouped by the customer's job rather than your internal categories.
Passages worth keeping
To give the longest and most satisfactory service in proportion to the selling prices is the best evidence of superior value, and by this standard the Machinery and Materials in this catalogue have been selected.
تعرّف الشركة القيمة بأنها أطول خدمة مقابل السعر المدفوع، وتقول إنها اختارت كل ما في الكتالوج بهذا المعيار، أي أن السعر يُقاس بعمر المنتج لا برقمه وحده.
This is the lowest-priced Power Paper Cutter on the market, and can be recommended to buyers with whom low price is a prime consideration.
يعرض المقص بصراحة على أنه الأرخص في السوق ويوجهه لمن يهمه السعر قبل غيره، بدل أن يدعي أنه الأفضل للجميع.
The full force of the impression acts directly upon the center of the platen, making the Peerless platen strongest where all others are weakest.
ادعاء تفوق مربوط بسبب ميكانيكي يمكن فهمه: قوة الطبع تقع على مركز اللوح مباشرة، فيكون أقوى في الموضع الذي تضعف فيه المطابع المنافسة.
Accents not in common use in this country will be cut to order at a special price.
الحروف ذات العلامات النادرة في السوق المحلية تُصنع حسب الطلب بسعر خاص، فالكتالوج يغطي المعتاد ويفتح بابًا للطلبات الخاصة دون أن يخزنها.
One word, $1 00; two words, $1 50; each additional word, 40 Cts.
عناوين الصحف المصبوبة تُسعَّر بعدد الكلمات: دولار للكلمة الأولى، ودولار ونصف لكلمتين، و40 سنتًا لكل كلمة إضافية، وهو تسعير بسيط يستطيع المشتري حسابه بنفسه.
The scanned text has OCR errors. The passages are quoted from it, with only obvious slips fixed.
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