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EVENING PUBLIC LEDGffiRr-PHILADELPHIA, TUESDAY, AUGUST 17, 1920
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A printers recommendation
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that produced a
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REP
RECENTLY a firm .with very little money but a good
. proposition decided to purchase 25,000 mailing pieces.
They had already selected a certain'quality of paper for
the job. It was not a good quality, but the firm felt it could
not afford to spend more.
The Printer, however, was dissatisfied, and he said so.
"Pick 2,000 names from your list," he proposed. "Send
your circular to 1,000 on the paper you have selected. Then
send the identical folder to the other 1,000 on a better quality
of paper."
The proposal seemed fair and the trial was made.
Three weeks later, when the results were tabulated, it
was found that the better paper had brought 60 more
inquiries than the cheap.
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4 instance where the right paper
isoas also the cheapest
Although buyers of printing usually err on the side
of cheapness rather than on-the side of quality,
it not infrequently happens that the Printer's
experience suggests a paper of lower cost.
A wholesale florist had an over-supply of bulbs
which he wished to dispose of. He had an elaborate
and expensive catalog prepared and sent to his
best prospects.
The results were disappointing. At the end of
the season he found nearly the entire supply still
on hand.
The following season the Printer suggested that
the beautifully illustrated booklet had failed be
cause it had spelled high cost, without good value,
to conservative prospective customers.
He suggested sending that year merely a simple
folder in black and white.
In almost no time this inexpensive folder
sold the entire stock!
Why it pays to have the Printer specify
the paper
It is the little elements of appearance
and "feel" and ink combination that
frequently make all the difference in
a letter or booklet between partial
failure and real success.
In his selection of the right paper
for the job, the Printer to-day is ren
dering service that means not only
better results but in some cases means
important savings:
NOTE: to ffnff 1 where the term "Printer" 1 uied In thi tnnounce.
ment. it ttlttt not only to the printer who doet flit bed nd roury work,
butelwto the offiet printer, the Utliorpber,theenirver,tndthetttoner.
The trade mark of the 9
association of employ-
in& printers, one of the I
greatest organizations I
of its kind in the world. i
(1) Economy of cutting. A Printer recently
secured an order for 18,500 pamphlets, amounting
to $855. The customer expressed a desire to fur
nish the stock and was about to order 60 reams of a
certain size when the Printer
called his attention to the use
of another size which would
allow for wasteless trimming.
The order was immediately
changed, at a saving of $270.
(2) Economy of system
atizing stationery, letter
heads and forms. The head
of a large business concern in
New York was told a few weeks
ago that in his office a 50c rag
content bond was being used
for memorandum forms and a
"cheap" 16c sulphite or wood
pulp bond for letterheads sent
to clients. In probably nine
out of ten business houses
there is a waste of this sort.
(3) Purchasing paper in large quantities
for a series of jobs. Buying of this
sort, with a proper anticipation of
needs for a period of six months or
a year, saved the Red Cross thou
sands of dollars a year during the war,
on the cost of paper alone.
The new era in the Printing
Industry
The services modern Printers are ren
dering to business are not merely the
Ton year j ago the Ptlnttt wan an ordr-
ohattr today hm im a temca orjan
iiation and u contributing comtructira
jrfia to butinon.
mechanical ones of typesetting, proofreading, and
press work.
Under the progressive leadership of the
United Typothetae of America and the Na
tional 'Lithographers' Asso
ciation, Printers and Litho
graphers are to-day taking a
real part in the planning of
printed matterdrawing up
their own specifications, taking
the initiative in every phase
of the work.
Bo not got four or live competi
tive bids from as many Printers
and give the work 'to the man
with the lowest estimate.
Do not get twenty competitive
bids from twenty Printers and
give the work to the man with
the lowest estimate.
Select your Printer on the
basis of service rather than price.
Employ him on the same basis
as you :would a doctor or a lawyer. Give him the
facts about your business policies and methods.
Furnish him with a basis for constructive criticisms
and suggestions, and then maintain a permanent
business relationship with him.
Let your Printer co-operate and work with you
rather than merely work for you.
Be open-minded to your Printer's advice.
Your Printer is the one best qualified to select the
righ t paper for the particular job. He is in a position
to help you effect real economies improve quality
bring RESULTS.
Scientific research and standardization
' WW
Measuring opacity and
color of paper
How can you tall it one ihtat
of papar if more or it franf
pirenr than another ? Tha
amwat it auppliad by (Ait in'
Krumint. uaad In tha Labora
tory of tha Amariean Wtitini
Papar Company, which mm
utaa eceuretely tha amount ot
light that pana through a
aampla of tha papar being
iaatad. Scientific accuracy n
tha bane ot fair dealing in tha
papar ttada.
THE Printer to-day is re
sponsible to his customer
for results. Yet when it comes
to the one element that consti
tutes nearly half the cost of
printing PAPER the average
Printer must often buy largely
by appearance and "feel."
He does not know the tech
nical facts because the man
ufacturers have not always
informed him.
If he is the kind of man who turns up a box
of strawberries in order to make sure that he
has not been deceived by a seductively perfect
top layer, he may crumple up a sheet of paper,
or tear it. But in the end he must decide in
accordance with his eye and his pocket-book.
Paper Standards! Unless the Printer can
know in every case exactly the quality and
properties of the paper he buys, he cannot be
in the paper industry
certain either of its value or that he has the
right paper for the job.
$225,000 for the facts about paper
The American Writing Paper Company has taken
the lead in furnishing Printers with these facts by
expanding its Scientific Research Laboratory at a
cost of $225,000.
The main purpose of this Laboratory is to set up
standards that shall prevail in every process of manu
facture, to inspect raw materials as well as finished
product, and to give to the Paper Merchant and the
Printer the facts about what they buy.
A second, though no less important purpose of the
laboratory is to bring about economies and improve
quality and value.
Take the case of dirty wood-pulp. Dirty paper means
poor quality. By examining wood-pulp for dirt, the
Laboratory has saved as much as $300 on a carload
of this raw material.
Alum. The annual cost of this one item alone has
been reduced about $100,000. And of course the
less alum needed the better the paper.
The ideas of superintendents, foremen and mill men
in the 26 mills give the scientists the starting points of
many important discoveries. Then after these ideashave
been perfected by the Research Laboratory, the mill
t
men put them to practical test and
bring them into successful operation.
One thousand of these mill men
have been with the Company for
more than 1 0 years ; 500 for more than
20 years; many even longer. These
men represent the craft skill in the
making of paper that it has taken
centuries to perfect.
Neither the scientific nor the
practical men are alone sufficient.
Their co-operation is ideal.
Through its Research Labora
tory, the American Writing Paper
Company is throwing licht into dark
corners is tearing down the time-worn maxim
the buyer beware" by informing the buyers on
paper quality and characteristics, and assuming full
responsibility for its own product.
The Prin ter is the orea tive force in the Prin ting
Industry and should be the one to consult in
specifying the grade and finish of paper to bo
used m any particular work.
It is the policy of the American Writing Paper
Company to send its samples to customers
through the Printers and Paper Merchants.
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1 AMERICAN WRITING PAPER
1 . Jli EAGLE A PAPERS
HHk The Watermark
Hfi'l of Excellence
; BONDS WRITINGS LEDGERS T BOOK PAPERS OFFSET PAPERS COVER PAPERS
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"Discovering New
Facts About Paper"
Someof the remarkable accom'
pluhmanta ot tha American
writing'a Retearch Laboratory
are daicribtdin detail in a nanr
book by on of the foremott
practical actontlets in thm
United Statea. This book.
"Ducorerini New Facta About
Paper," contain! information
of the greatett ralue to every
one who uiet or dealt in paper.
A complimentary copy wilt ba
tent to any butlneai concern,
Printer or Paper Merchant.
Write to the American Writing
PaperCompanytfotyoke.Man.
COMPANY
The Watermark
of Excellences
PAPETERIES - TECHNICAL PAPERS SPECIALTIES
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