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The layout of a modern Printer
There is a new era in the Printing
Industry. Printers are organizing
for SERVICE. Ruinous price com
petition between Printers is giving
way to co-operction between Printer
and buyer.
Ten years ago the Printer was an order chaser
today he contributes constructive business ideas
A MANUFACTURER of a very high-priced automobile
had the problem of selling a number of the cars in a
few weeks. Newspaper or magazine advertising for a
product' with so limited a market was though: out of the
- question.
This problem was put before a progressive, though not large;
Printer who had a reputation for sound suggestions.
- After careful study the Printer worked out and recommended
mailing plan of four pieces. .x
Within four and a half days, $260,000 worth of auto
mobiles were sold.
"We attribute this wonderful selling drive to the remarkable
literature which you prepared and produced for us," wrote the
- manufacturer to the Printer a few days later.
Less emphasis on price more on
quality and results
Under the leadership of the United Typothetae of America
and the National Lithographers' Association, present-day
Printers are-taking a real part in the creative work of business.
Price competition between Printers is everywhere giving way to
doter relations between Printer and buyer.
It is service that buyers of printing want. It is service that
Printers are giving.
NOTBt In general where the term 'Printer' It uted In thla announcement,
fe refer not only to the printer who does flat bed and rotary wnV. but
Hw t Um offiet printer, the lithographer, the cntravcr, and the ucioaer.
l!fiiBBHHEwQaBBaaBBA jt w yS&suyyjyfW I I in
Ten years ago
-the Printer used to be satisfied to "carry out
instructions." He did not emphasixo Service
The U. T. A. is today the largest co-operative and educational organi
zation in business. Branches in 60 cities! A definite method of cost
finding worked out for members and endorsed by the Federal Trade Com
mission! Four Service Bureaus on Advertising, Education, Research,
and Industrial Relations I Instruction courses studied by more than
6,000 students! The U. T. A. is in every way taking advantage of the
opportunity that Printers have for service, and is aiming to bring about
public recognition of that service.
A new man was recently put in charge of a concern's printed matter
Instead of reducing the cost, he proposed doubling it. Thirty days latef
all the old booklets, letters and folders were scrapped and new ones pre
pared to take their place. The printing bill became twice as large. Yet three
months later the concern's bank account had more than doubled.
It had been good printing, planned by a man with printing experience
and merchandising knowledge.
Low price is not a thing to be desired in itself. Price must have a definite
relation to value received.
Endorsement of the U. T. A.
The American Writing Paper Company wishes to place itself squarely
behind the work that the U. T. A. is doing. The Company feels that this
organization is the one outstanding force in the industry making for progress.
To all buyers of printing the American Writing Paper Company makes
these recommendations:
Do not get four or five competitive bids from as many 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 the basis for constructive criticisms and sugges
tions, 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 right paper
for the particular job. He is in a position to help you effect real
economies improve quality bring RESULTS.
How the mill organization and research laboratory of the American Writing Paper
Company co-operate in raising standards
TO maintain manufacturing stand
ards, not only in order to know
what to guarantee the buyer, but also
to improve the quality, uniformity
and value of the product, tbe Ameri
can Writing Paper Company spends
more' than $75,000 a year for its
Scientific Research Laboratory.
The ideas of the superintendents,
foremen and mill men in the 26 mills
give the scientists the starting points
of many important discoveries. Then
after these ideas have been perfected
by the Research Laboratory, the mill
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 10 years; 500 for more
S
The trade mark of the
association of employ
ing printers, one of the
greatest organizations
ot its kind in the world.
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 prac
tical men are alone sufficient. Theii'
co-operation is ideal.
The Laboratory at the service of
the entire Printing Industry, manu
facturers as well as Paper Merchants.
Only recently it W03 called upon to
furnish the scientific facts as the
basis for settling a dispute between a
neighboring mill and a dealer in raw
material. The mill claimed that the material was
not up to standard. The dealer stoutly maintained
the contrary.
The question was put up to the American
Writing's Laboratory and an analysis made.
The dealer was proven wrong and he admitted
his error. But he went further. He asked the
scientists to draw up standard specifications for
Him to follow in the future. TJiese specifications
are now being adopted by the entire paper
industry.
Through its Research Laboratory, co-operating
with the Mill Organization, the American Writing
Paper Company is throwing light into dark corners
is tearing down the time-worn maxim "the
buyer beware. " It is informing the buyer regard
ing paper quality and characteristics. It is assum
ing full responsibility for its own product.
The Printer is the creative force in the
Printing Industry and should be the one to
consult in specifying the grade and finish
of paper to be used in any particular worki
It is the policy of the American Writing
Paper Company to send its samples to cus
tomers through the Printers and Paper Merchants.
"Discovering New Facts About Paper"
, Someof the remarkable accomplishments ot the
American Writing's Research Laboratory are
described in detail in a new book by one of the
foremost practical scientists in theUnited States.
This book,"Discovering New Facts About Paper,"
contains information of the greatest value to
everyone who uses or deals in paper. A compli
mentary copy will be sent to any business con
cern, Printer or Paper Merchant. Write to the
American Writing Paper Co., Holyoke, Mass.
AMERICAN WRITING PAPER
'.p EAGLE A PAPERS
COMPANY
"" wemmmiK The Watermark
ot Excellence , ot Excellence
BONDS WRITSNGS LEDGERS BOOK-PAPERS 0?PSET PAPERS - COVER PAPERS PAPETERIES TECHNICAL PAPERS SPECIALTIES
PHILADELPHIA REPRESENTATIVE-. . B. SNYDER, THE BOURSE
17
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