ADVERTISING
The Reflected Wo r k s
S.D. Warren Advertising
1911–1916 S.D. Warren Advertising
For more than a century, through various names and incarnations, our message and mission have remained the same — to make the means through which the world communicates better and more beautiful.
From the beginning, our advertising has been Explore a collection of these ads from 1911–1916 prominently featured in leading national newspapers for messages that still resonate. By looking and well-respected trade publications, which highlights back through the pages, we can look forward our commitment to the printed page as one of the best to a future of exciting possibilities. ways for brands to communicate clearly and effectively.
1911–1916
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- c714'n the I WARREN AWARD encouragement of fine printing The next time your printer tackles the job of getting out your catalog, we want him to experience a little of the thrill that stirs an artist when he is conceiving his masterpiece. We want your printer to forget all about the competitive price you may unwisely hold him to; we want him to forget petty compromises and meagre profits; we want him to say to himself, with vehement pounding of his desk, will produce the best buoktet printed in America." That is why we shall award some printer A high-grade, seven-passenger, 1917 Automobile for the Best Booklet printed in America The Winning Booklet will be Handsomely Featured in a Full Page of this Paper This seeming munificence is really pure selfish- Wouldn't it help both you and your printer to the inventive genius of chemists, the idealism of ness on our part. Perhaps you will be interested be able to say, "This catalog won the Warren foremen and superintendents, which are expressed in the reasoning which led up to this offer. It went Award for the best booklet printed in America"? in a perfect sheet of Warren's Paper. like this: Perhaps the chief reason we are so interested in Therefore we claim Warren's Paper will run To increase the consumption of paper, it is nec- more uniform, take ink better, work better in press, essary to increase printed advertising. fold more satisfactorily, result in a more profitable job than paper produced by But a manufacturer will not use much have not been stand- it pays him to do processes which printed matter unless ardized as we have standardized them. so. No one ever acquired a liking for eggs by eating bad ones. It has been In other words, the Warren Standard proved over and over again that a cheap, Papers are made — first, last, always— poorly printed booklet does not pay. to print. The value of printing paper is force which influences determined by the pressroom test, and Hence, any CAMEO, printers and manufacturers to produce homomoomoo boom r''boolikibb000mmilboom till, whether you use our CUMBER- better printing will make printed matter LUSTRO, SILKOTE, profitable, thus increasing the use LAND COATED or other Warren more make your selection with of printed matter and of printing paper. Papers,you can confidence. There is a Warren Stand- And so, if your printer begs you to let ard Paper for every printing purpose. him put a hundred dollars or so more into the art work and engravings, or insists that a good paper Printing Papers Write on your letterhead for our portfolio of be used, do not accuse him of trying to hold you printed sample sheets of Warren Papers printed in up—for all he is trying to do is to get out a book good printing is because the great reform to which one or more colors. to the all our efforts are committed is the standardization which will pay you a profit and do honor also ask for conditions governing THE incidentally he may be of printing paper. Only those who have visited Printers, prestige of your concern — FOR THE EN- Warren Award for the Encour- our mills can appreciate the ceaseless watchfulness, WARREN AWARD aspiring to win the PRINTING. agement of Fine Printing. the far-sighted investment in modern machinery, COURAGEMENT OF FINE Manufacturers of STA N()ARDS in Coated Boston, S. D. WARREN & COMPANY and Uncoated Printing Papers 000 Devonshire Street, Mass. Cameo, the Cameo Charms Are You Beautiful the Eye Interested in Fine Cameo Paper is a tri- Cameo Paper seems like a miracle Printing? umph in paper-making—the printing. because it so transforms Then don't delay a minute in most important advance of -tone paper with First, it is a half sending for our large sample a decade in fine printing. Next, it no lustre whatever. book showing type and all It is wholly without gloss, makes the sort of booklet or cir- sorts of engravings on yet it not only takes half- cular that the reader dislikes to tones, but brings out latent lay down. photographic effects which ordinary coated book paper leaves wholly undeveloped. CAMEO CAMEO CAMEO PAPER PAPER —White or Sepia—for Printing— It is a PAPER Printing— half-tone paper abso- —White or Sepia—for lutely —White or Sepia—for Printing - without gloss. Cameo Double-toned ink on Cameo Plate Plate is the most im- enriches illustrations, deep- portant advance Sepia gives the richest effect in fine printing ens half-tones, dignifies type. of a decade. obtainable with one printing. Its use will add to your It enriches illustrations, deepens printed mafier that last touch Cameo Plate enriches illustrations, half-tones, dignifies type. of elegance which you have deepens half-tones, dignifies tYpe. The improvement it will work been trying to obtain. in your catalogues and cirvulars Write for Samples and Name of Nearby Dealer will amaze you. Write for Sample and Name of Nearby Dealer Write for Samples and Name of Nearby Dealer S. D. WARREN & CO. S. D. WARREN & CO S. 170 Devonshire St., Boston, Mass. 169 Devonshire St., Boston, Mass. D. WARREN & CO. Makers of Fine Coated and Uncoated Book Papers Makers of Fine Coated and Uncoated Book Papers 169 Devonshire St., Boston, Mass. Makers of Fine Coated and Uncoated Book Papers
pits Oik I open all doors
Of course, the traveling salesman credits that hearty welcorn to his The booklets you admire are achieved in that way. Bullying and tight-fistedness never pro- own cheerful personality. When he gets back to the home office he'll duced the best printing. he just as doubtful as ever about the need of the advertising department. But what we are really driving at is that you If he could only read the thoughts of his customer must use good paper — and the right paper. When you get into the subject, you'll be sur- -Here comes that Standard Products man," prised at how much difference there is in paper. says the customer to himself. "That is certainly For example. Compare Warren's Cameo and a great line of goods—and well advertised. Just L Warren's Lustro. Both wonderful papers. what I need to put snap into the department." But Cameo has a dull, lusterless surface like No wonder he smiles and extends the hand that old ivory, warm, deep toned, velvety, while Lustro is itching to sign the dotted line. Ittitli is a polished paper, brilliant and glowing. ST DARD But How Did He Know So Much? An engraving on Cameo attains the soft beauty On the second floor back of the home office of a platinum photograph, while the same engrav- works a young man with a quiet manner and ing on Lustro becomes brilliant, sharply defined, dynamic brain. He thinks and plans while others Printing Papers perfect in detail. Before you select a paper, have talk. His hand grips the throttle of the greatest your engravings proved up on Cameo and Lustro — you will soon know which paper you prefer. force in selling—the printed word. Week after which does not permit the use of good paper, fine week, with fine booklets, broadside circulars, engravings and adequate press work, can't you Then we come to Warren's Cumberland, a ginger letters, he paves the iv for a hundred see that you will get poor paper, smudgy cuts glossy paper of splendid quality and moderate salesmen. In the minds of twenly thousand mer- and foggy printing? cost; and to Warren's Silkote, made to supply at chants he builds faith in She goods. He puts Talk this way to your printer: a low price part of the demand for dull finished selling phrases into the tfiouths of retail clerks paper created by the effectiveness of Cameo. -We which clinch thousands of sales each day. want a catalog which truly represents the prestige of this concern and the high quality of Printone is a low-priced, semi-coated paper of A sales campaign which lac4 the support of our product. Use paper and engravings which merit, which takes halftones perfectly and is printed matter is like an army without artillery. idealize the goods. Show skill on the make-ready suited for large edition booklets or folders. A good printer and a brainir advertising man- so none of the brilliancy of cuts and type is lost. We want you to know these papers intimately. ager would have saved many an ill-fated campaign. Don't hurry the press work. We are relying on To this end, we have prepared an elaborate Sug- Advertising brains are beyond price, but good this catalog to influence the sale of a million dol- gestion Book of specimen sheets printed in one printers and good printing are to be had for the lars' worth of goods and it can't be too good." and more,-colors—also a series of supplementary asking—at a fair price. Isn't it strange that so The shock might kill your printer, but how he books. These books are winning strong com- many people think the only way to handle a would exert himself— what ceaseless attention mendations frbm those who know most about printer is to hold him up on the price? he would give to every detail—what artistry he printing. We will gladly send you a copy if you Be sensible. If you limit a printer to a price would expend on make-up and typography! will write for it 'on your business stationery.
Manufacturers of STANDARDS in Coated S. D. WARREN & COMPANY and Uncoated Printing Papers 000 Devonshire Street, Boston, Mass. Does Your It Booklet Stop . Him When He Reads His Mail?
Is it attractive enough, after a hasty perusal, to be laid aside for a more carehil reading? Now-a-days a booklet must be attractive or it goes into the waste basket at once. But a man will not throw away unread a Booklet printed on MOST everything that could help you, in de- That veloping a booklet is found in this specimen It • A: book—the most complete we have ever issued. ,„ New It will show you wonderful duo-tone and photo- CAMEO It will show gravure effects on Warren Cameo. Booklet how type gains in legibility and dignity on this luster- PAPER less, velvety paper. It will convince you that hQ1OfldWtd Find the CAMEO gives answers in the Add to the Prestige of Your Print Shop for Quality Work Fill up your shop with the class of work which is Booklets on Cameo Bring Reputation for FineWor_c1 more. The distinctive appearance and quality tone of not secured on price alone. Where price controls, Even the inexperienced feel that a booklet on Cameo Plate must be worth paid for those on ordinary coated stock. profits and quality suffer. places booklets printed on it beyond the competitive prices to your shop for better work. Booklets printed on Cameo Plate command better Adopt Cameo and add a prestige prices. They are worth more bic.ause they are above the great mass of printed matter. They carry an at- mosphere of quality ordinary coated stock cannot con- CAMEO vey. Cameo gives halftones the effect of photogravures and dignifies the all-type booklet. PLATE Coated Book—White and Sepia results with Cameo, note these few suggestions: Enriches illustrations, deepens halftones, dignifies type. If you want to get the very best paper than for regular coated. Build up se deeply etched halftone plates, about 150 line is best. Make your overlay on slightly thicker ean even grading from high lights to solids. ordinary cut ink must be carried than be of fairly heavy body, one which will not run too freely, and a greater amount of INK. Should double-tone ink on Cameo Plate. Of this glossy papers. The richest effect that can be obtained in one printing comes from the use of for Should be heavy, but only such as will ink less is required than for glossy paper. There is no trouble from "picking." IMPRESSION. ensure an unbroken screen and even contact. mechanical subjects in microscopic detail. Cameo is the best stock for all halftones except those intended to show polished and prestige. Send for Samplo-book. CAMEO Use Cameo paper according to these instructions and every halftone job you run will bring you S. D.Warren t.99 Co., 161 Devonshire St., Boston, Mass. PLATE Manufacturers of the Best in Staple Lines of Coated and Uncoated Book Papers Coated Book—White or Sepia Enriches illustrations, d opens halftones, dignifies type. note If you want to get the very best results with Cameo, these few suggestions: best. Use deeply etched halftone plates, about 150-line is Make your overlay on slightly thicker paper than for regular coated. Build up an cv(n grading frcm high lights to Edds. will not ! INK should be of fairly heavy body, one which ink must run too freely, and a greater amount of ordinary cut that can De corned than for glossy papers. The richest effect of double-tone ne obtained in one printing comes from the use for glossy ink on Cameo Plate. Of this ink less is required than paper. There is no trouble from "picking." en- IMPRESSION should be heavy, but only such as will sure an unbroken screen and even contact. Cameo is the best stock for all halftones except those intended detail. to show polished and mechanical subj...cts in microscopic every Use Cameo paper according to these instructions and halftone job you run v..,. bring you prestige. Send for Sample-Book S. D. Warren & Co., 1 61 Devonshire St., matrlens Etwk Paper, Manufacturers of the Best in Staple Lines of Coated and Uncoated • "Bully! Besf Booklet A FALSE START Insure We Iver Issued!" IS FATAL the Success of Your There's gryt satisfaction in realiz, TO A GOOD FINISH • ing that here is .a booklet that is It is poor economy Booklet going to stand out from the mass to figure a poor stock when you expect to turn out Work a first-class job. Your cuts, presswork, everything depend on it. of booklets—ttiat it is so attrac- You Start right. Select not only the stock best suited to tive it is going to be held for a are taking chances of having your work rejected if you use poor • judgment ,• the work in hand, but the • 4 paper that can be depended upon second perusal and not go with the in stock selection. If you will stick to -1 • to handle well at every stage of the job. When great majority. you figure. up your costs you will find the1, balance on the right The way to insure such a reception Warren Standard side. for your booklets is to print them on Cameo Paper. Warren Standard Cameo booklets look too good to Book Papers Book Papers be thrown away. They 11 not •V4I only please you, but they also provide you with the stock you require for booklet work will you will never run such risks, because everyone is the very best for the par- 1 of every description. You need please the man you want to reach. ticular work for which kis intended. not look outside the pages Please him enough at least to pre- of our new specimen book,"The Paper Buyer's Guide, for Booklets printed on vent their immediate destroction Warren's Cameo always please. They look too Warren Standards are always uniform in quality and are after the first hasty glance. good to be thrown away. Cameo gives to half-tones the depth and attrac- • sold everywhere under the same trade name. Hence you tiveness of photo-gravures. Its velvety, lusterless surface—similar to old Is • know what you are buying. ivory—lends I •V a dignity to the type pages that cannot be surpassed. • Send for "The Paper Buyer's Guide" CAMEO Get our new specimen book: and use it as your guide in the 4D selection, .of . the proper stock 4D "The Paper Buyer's Guide to produce the best results under all conditions. It contains suggestions on color effects and typography which will prove PAPER and see what effects can most valuable to you. be gotten in one or more colors on Cameo. Note the other It shows the wonderful results -WRat.Q5,tatulancL Warren Standards and the uses to which we suggest they be put. possible to obtain with You Cameo Paper whether in one or more will find in this book practically everything you will ever need in colors. The lusterless, The warm, velvety surface of Cameo forms a background against which both illus- velvety surface of Cameo enables tration and type stand out with a dignity and elegance that command attention. bookpapers, and you can be sure that you have chosen wisely when you you to get from half—tones Halftones have the depth and effect of photogravures. select any of them for your work. the effect of photogravures. Cameo jobs are successful jobs. When you reprint a booklet, use Cameo and compare resutts with the first edition. We will send you a copy of this Guide free Write for this Guide now. Sent if requested You'll see why Cameo booklets please. free, if requested on your business on your business stationery. Send for'Me Paper Guide" letterhead. auyer's We have something of interest to publishers and printers of fine books. and profit by the many suggestions it offers in pleasing color effects and typographical arrangement. Study the Warren Standards, all shown in this book. They comprise all the papers you will need for S.D.Warren&Co.,11 6..1...Devonshire high-grade book St.,B oston,Mass. 160 Devonshire work. A copy of this Guide will be sent to all who request it on their business stationery. a ell S. D. Warren t.09 Co., St., Boston, Mass. Manufacturers of the best in staple lines of coated and uncoated book paper., I • We have something of interest to publishers and printers offine books Manufacturers of the best in staple lines of coated and uncoated book papers S. D. WARREN & CO 000 Devonshire Street, BOSTON, MASS. LIST OF DISTRIBUTORS Manufadurers of the best in staple lines of coated and uncoated book papers LIST OF DISTRIBUTORS Baltimore, Md. Baltimore, Md. Smith. Dixon Co. Milwaukee, Wis. Smith, Dixon Co. New York City (for Export only) Boston, Mass. . . . Tlit A. Storrs Standard Paper Co. Boston, Mass. The A Storrs & Bement Co. Li Bement Co. National Paper & Type Buffalo, N. Philadelphia, Pa. Magarge ft9 Green Co. Buffalo, N. Y The Ailing & Cory Co. Co. Y...... The Ailing Co' Cory Co. Milwaukee Wis Standard Paper Pittsburgh, Pa. The Chicago, Ill. J. W. Butler Paper Co Co. Chicago, Ill...... J. W.Butler Paper Co. Ailing tat Cory Co. Philadelphia, Pa Megargee & Green Cleveland, Ohio Cleveland Paper Mfg. Co. Co. Cleveland, Ohio . Cleveland Paper ManufacturingsPpacr Portland, Me. C. M. Rice Paper Co. Pittsburgh, Pa. The Ailing Sc Cory Cleveland, Ohio Kingsley Paper Co. Cleveland, Ohio Portland, Ore. Co. Portland, Me. C M. Rice Paper IS 4 Kingsley Co. Blake, McFall Co. Dallas, Texas Southwestern Paper Co. Co • Dallas, Portland, Ore. Blake, McFall Tex. . Southwestern Paper Co. Rochester, N. Y The Ailing & Cory Co. Denver, Colo. . . . . The Peters Paper Co. Co. Rochester, N. Y. . The Ailing & Cory Denver, Colo. . The Peters Paper Co. St. Louis, Mo. Grand Rapids, Mich. . . Central Michigan Paper Co. Co. . . Mississippi Valley Paper Co. San Francisco, Cal. Blake, Moffitt & Towne Grand Rapids, Mich. . Central Michigan Paper Co. Houston, Texas . . . . Southwestern Paper Co. San Francisco, Cal. . . . Blake, Moffitt Co' Towne I. Scranton, Pa. Megargee Bros. KHaonussatsoneiTtye,x.m Southwestern Paper Co. Kansas City, Mo.... • .Interstate Paper Co. Seattle, Wash. Scranton, Pa Megargee Bros. Los Angeles, Mutual Paper Co. Interstate Paper Co. . . . Blake, Moffitt & Towne Seattle, Wash Seattle, Wash. New York CityCal.• (85 Bleecker St.,) American Paper Co. Los Angeles, Cal Blake, Moffitt fc? Towne Mutual Paper Co. Spokane, Wash. . American Type Founders Seattle, Sole Agents, Henry Lindenmeyr &Sons Co. New York City . . Henry Lindenmayr 69 Wash. American Paper Co. Vancouver, B. C. . American Type Founders Co. Sons I a New York City . . . National Paper & Type Co. Spokane, Wash. . . . American Type Founders Co. I. I (for export only) Vancouver, B. C. . . . American Type Founders Co. 1:3 1347 Page Printer's Ink Through this guide you can look for the success of every booklet In rut That Where our new specimen book, "The Paper Buyer's Guide," you I Can Get at It?' will find a selection of papers best adapted to the production of You "from Missouri"? I successful printing jobs of every description. They are the Warren Standard ,e) -f Booklets that stand out bring repeat orders to their printer The stock is the foun- dation of every booklet. Therefore start every job right by select- ing for the stock irilhIrdfihh Ar? one of the OU should aim at making all your booklets so Yattractive that they will be kept, not thrown away. A great deal depends on the stock. You are wise when you select one of the Warren Standard Varren Standard 40 Book Papers OD OD They ,are good, safe papers for your booklet work of every description. By standardizing our line we have saved you time and trouble in hunting for the paper that will help you get results. You Book find the will Papers paper best suited to your work in "The Paper Buyer's Guide,"the most valuable specimen book ever issued. They work so well you are sure of results. • Note the beautiful Among them you will find results to be obtained on Cameo Paper. No other stock can equal it for halftone every printing. Its velvety surface book paper you need. gives halftones the appearance of photogravures. For type pages it is won- derfully attractive and restful to the eye. Use Cameo Paper if you want to get wonderful results with halftones. "Send fOr the Paper On Cameo they have the depth Buyer's Guide" and beauty of photogravures. The plain You'll use it every day. Sent free, if requested type page, too, has a richness that is very attractive. on ydur business letterhead S. I). Warren & Co., 161 Devonshire St., Boston, Mass. Send for "The Paper Manufacturers Buyer's Guide" ofthe best in staple lines of coated and uncoated hook papers which -contains the full line of Warren Standards. Keep it at hand not only for its WARREN STANDARDS ARE SOLD BY valuable color and Baltimore, Md. typographical suggestions, but to save you time Boston, Mass. Smith, Dixon Co. New York City (for Export only) National Paper & Type Co. and uncertainty The A. Storrs & Buffalo, N. Y. Bement Co. Milwaukee Wis Standard Paper Co. hunting for the right The Ailing paper. A copy sent free if requested on Chicago, & Cory Co* Philadelphia, Pa. Magarge 8: Green Co. your business letterhead. Ill. J. Cleveland, W. Butler Paper Co. Pittsburgh, Pa. The Ailing & Cory Co. Ohio Cleveland Cleveland, Paper Mfg. Co. Portland, Me. . . C. M. Rice Paper Co. Ohio Dallas, Texas Kingsley Paper Co Portland. Ore. Blake McFall Co. S. D. WARREN & CO., 161 Southwestern Devonshire Street, Boston, Mass. Denver, Colo Paper Co. Rochester, N Y. The Ailing & Cory Co. The Grand Rapids, Peters Paper Co. St. Louis, Mo. Mississippi Valley'Paper Co. Manufacturers of the best in staple lines of coated and uncoated Book Papers Mich. Central Michigan Houston, Texas Paper Co. San Francisco eel Blake Moffitt & Towne WARREN Kansas City, Southwestern Paper Co. Scranton, Pa. Megargee Bros. STANDARDS ARE CARRIED BY Mo. . . . Los Angeles Cal Interstate Paper Co. Seattle, Wash American Paper Co. Baltimore. Md. - - - Smith, Dixon Co. Kansas Blake, Moffitt & City. Mo. - - Interstate Paper Co. Portland. Ore. - - - Blake. McFall Co. New York City Towne Seattle, Wash. Mutual Paper Co. Boston, Mass. - The A. Storrs & Bement Co. Los Angeles, Cal. - Blake. Moffitt & Towne a (is Bleecker St.)5ole agents Rochester, N.Y. - - The Ailing & Cory Spokane, Wash. Buffalo, N. Y. - - The Ailing Co. American Type Founders Co. & Cory Co. New York City. 32 Bleecker Street. Sole Agent. St. Louis, Mo. Mississippi Valley Henry Lindenmeyr & Son Chicago. III. - - Paper Co. Vancouver, B. C. . American Type Founders Co. J. W. Butler Paper Co. Henry Lindenmeyr & Sons San Francisco, Cal. - Cleveland, Ohio - Cleveland Blake. Moffitt & Towne Paper Mfg. Co. New York City (for export only). National Paper Scranton. Pa. - Constant acellence of Cleveland. Ohio - - - - Megargee Bros. product is the highest type of competition - - Kingsley Paper Co. & Type Co. Seattle. Wash. - - Dallas, Texas - American Paper Co. - Southwestern Paper Co. Milwaukee. Wis. - - Standard Paper Co. Seattle. Wash. Denver, Colo. - - - Mutual Paper Co. - - The Peters Paper Co. Philadelphia. Pa. - Magarge & Green Co. Spokane, Grand Rapids. Wash. American Type Founders Co. Mich., Central Michigan Paper Co. Pittsburgh. Pa. - The Ailing & Cory Co. Vancouver. Houston. B. C. American Tyne Founders Co. Texas - Southwestern Paper Co. Portland. Me. - - C. M. Rice Paper Co. Constant excellence of product is the highest type of competition Igbyour booklet going to De 1341 Page American Primer pulled out of the stream? Its attractiveness and much of its ultimate success depend on the paper Convincing text ? The Papers in Yes. Good art work? Yes. Fine cuts? Yes. Dignified typogra- this Guide Satisfy phy? Yes. And the paper? After all, it is the paper that is Every Requirement the booklet. Good clothes don't make a tramp look for booklet papers. Saves like a gentieman—a digging around shelves fine harness does not and drawers for some change a plug into paper to meet your a thoroughbred. customer's whims. And the more papers you show him the farther from a decision he bets. Your text, art work, cuts and typography are effec- tive only on paper which, "The Paper Buyer's Guide" contains just the paper to please him in itself, suggests all that r give you the best results and least trouble in your press room. you are seeking to convey and of elegance, dignity and Warren Standard inviting legibility. Book F'apers CAMEO In the section on Cameo you will see the wonderfully effective results obtain- richness halftones PAPER able with this paper. Its velvety surface gives a depth and to comparable with photogravures. Cameo Paper gives a tone to every booklet you c24,cittnert_QSAarudaitd print on it. Warren's Cameo Paper has a lusterless surface, with all of The color and typographical suggestions in "The Paper Buyer's Guide" will the warmth and velvety depth of old ivory. It enriches illustrations, deepens half-tones, dignifies type. Cuts of earn for it a place on your desk top. Send for it now. It's free, if requested the finest screen hold the faintest gradations of color. on your business letterhead. The paper is a background which does not distract with reflected light, but which rests the eye with its pleasant, neutral tone. S. D. Warren & Co., 161 Devonshire Street, Boston, Mass. We have just issued a complete book of specimens which we call Manufacturers of the best in staple lines of nulled and uncoated book papers "The Paper Buyer's Guide." You will get from it information and suggestions in color and type treatment CARRIED which will aid you immensely WARREN STANDARDS ARE BY in the development of your new booklet. Baltimore. Md. - - - Smith, Dixon Co. Kansas City, Mo. - - Interstate Paper Co. Portland. Ore. - - Blake, McFall Co. Boston, Mass. - The A. Storm & Bement Co. Los Angeles, Cal. - Blake. Moffitt & Towne Rochester. N. Y. • - The Ailing & Cory Co. The proper use of each of the Warren Standard papers is explained Buffalo, N. Y. - - The Ailing & Cory Co. New York City. 32 Bleecker Street, Sole Agent, St. Louis. Mo. Mississippi Valley Paper Co. and samples of each shown. Chicago. III. - J. W. Butler Paper Co. Henry Lindenmeyr & Sons San Francisco, Cal. - Blake. Moffitt & Towne The Warren Standards include the various Cleveland, Ohio - Cleveland Paper Mfg. Co. New York City (for export only). National Paper Scranton. Pa. - - - Megargee Bros. kinds of paper suited for high-grade printing. This invaluable book will Cleveland, Ohio - - - Kingsley Paper Co. & Type Co. Seattle, Wash. - - - American Paper Co. Dallas. Texas - Southwestern Paper Co. Milwaukee. Wis. - - Standard Paper Co. Seattle, Wash. - - - Mutual Paper Co. be sent to managers who request it on their business letterhead. Denver. Colo. - - The Peters Paper Co. Philadelphia, Pa. - Magarge & Green Co. Spokane, Wash. American Type Founders Co. Grand Rapids, Mich.. Central Michigan Paper Co. Pittsburgh. Pa. - The Ailing & Cory Co. Vancouver. B. C. American Type Founders Co. We have something of interest to publishers and printers of fine books Houston.Texas - Southwestern Paper Co. Portland. Me. - - C. M. Rice Paper Co. Constant excellence of product is the highest type of competition S. D.WARREN & Co., 162 Devonshire St., Boston, Mass. Manufacturers of the best in staple lines of coated and uncoated book papers 1340 Page American Printer "Put That Where I Can Get at It" VOU should aim at making all your booklets so -I- attractive that they will be kept, not thrown away. A great deal depends on the stock. You are wise when you select one of the Varren Standard Book Papers 4)30 They work so well you are sure of results. Among them you will find every book paper you need. • [se Cameo Paper if you want to .get wonderful results with halftones. On Cameo they have the depth and beauty of photogravures. The plain type page, too, has a richness that is very attractive. Send for "The Paper Buyer's Guide" ‘vhich-contains the full line of Warren Standards. Keep it at hand not only for its valuable color and typographical suggestions, but to save you time and uncertainty hunting for the right paper. A copy sent free if requested on your business letterhead. S. D. WARREN & CO., 161 Devonshire Street, Boston, Mass. Manufizeturers of the best in staple lines of coaled and uncoated Book Papers WARREN STANDARDS ARE CARRIED BY Baltimore. Md. - • Smith. Dixon Co. Kansas City. Mo. • - Interstate Paper Co. Portland. Ore. - Blake. McFall Co. Boston, Mass. - The A. Storrs rte Bement Co. Los Angeles, Cal. • Blake. Moffitt A• Towne Rochester, N.Y. - - The Ailing Cory Co. Buffalo, N. Y. - - The Ailing & Cory Co. New York City, 32 Bleecker Street, Sole Agent, Sr. Louis, Mo. Mississippi Valley Paper Co. Chicago, Ill. - J. W. Butler Paper Co. Henry Lindenmeyr• Sons San Francisco, Cal. - Blake. Moffitt Al Towner Cleveland. Ohio - Cleveland Paper Mfg. Co. New York City (for export only). National Paper Scranton, Pa.- - • Megargee Bros. Cleveland, Ohio - • - Kingsles Paper Co. d. Type Co. Seattle. Wash. - - • American Paper Co. Dallas. Texas - Southwestern Paper Co. Milwaukee. Wis. - - Standard Paper Co. Seattle. Wash. - - Mutual Paper Co. Denver, Colo. - The Peters Paper Co. Philadelphia, Pa. - Magarge A Green Co. Spokane, Vash. American Type Pounders Co. Grand Rapids. Mich., Central Michigan Pap: r Co. Pittsburgh, Pa. - The Ailing & Cory Co. VAIICOUVCI. B. C. American Type Founders Co. Houston,Texas - Southwestern Paper Co. Portland, Me. - - C. M. Rice Paper Co. Constant excellence of product is the highest type of competition .•_ 143o Page Mag SYSTEM for JUNE—ADVERTISING SECTION .4't•&-1 13 "It looks 2(1421122 24 23 2 • worth reac 2712812900 14 Don't Blame the Printer, ou cannot expect a fine ybooklet job if you insist on "Never Mind the Rest Just Keep This One" using cheap paper. The effect of your line art work unless you 1-1E richest: printing effect that is possible from and plates will be lost provide stock on which they can -?E111111111 — OOKLETS are no better than then one impression, is CAMEO PAPER 0 they are 99% paper. Your pro: (Sepia) with a well selected double- prove their worth. an impression from that paper— shade ink. You will not be disappointed reads a line. specify .llIrrlllIilrHIL Make sure that you use paper goc No paper is a good salesman for you unless it presents your with results if you to create that most important "lire goods N6111 the uttermost attractiveness that pictures can give. sion,It to present illustrations brilliantly ari your story by in pictures, to suggest, in, Cameo Paper uality in your goods. LUSTRO PAPER 0/1 Warren Standard LUSTRO PAPE has a velvet, dull-coated finish that adds to good half-tones Warren Standard the depth and soft beauty of photogravures. Because it oil" 04 Warren Standard gives no reflection to light, it pleases and rests the reader's cent of effectiveness out of your The brilliant detail of your illustra- eye. It develops the last will —a high grade of lustrous, coated paper—d peculiarly "easy-to-read" quality, and tions, their delicacy of vignetting, expensive cuts. Its printing The value of its perfect uniformity of surface its unique attention-value outweigh a thousand times be enhanced by the perfect by the detail brilliancy of it prints, in its delic. what you could save on inferior papers. qualities of this lustrous paper. ette effects, and printers find that its use cu 141t4., Are all your efforts to go for naught press-room expense and troubles. Lustro add e..11110" Send For Printed Specimens for the sake of a fractional saving on to print—adds clearness. Can a fractional they show Cameo results which any printer can attain. You will the very foundation of your booklet? through inferior paper, balance what you lose find in them practical suggestionsfor color effects and typography. Send for Specimen Sheets neglect of your booklet? D. WARREN & COMPANY S. that will show you results Lustro can give. Send for Specimen Sheets qfP 164 Devonshire St., Boston, Mass. know the nature of your printed mat- Book Papers Let us Tell us the nature of your printed matter and we will send s Manufacturers of the best in staple lines of coated and uncoated ter and we will send _you samples of other mens of other Warren Standard Papers. You'll 6nd vale Vrn r These samples provide and choice of pt Warren Standards. suggestions for color effects, typography imito valuable suggestions for color effects and D S. D. WARREN & CO., 164 Devonshire St., Bost( type layouts. Manufacturers of the best in staple lines of OD WARREN & CO. Uncoated book papers S. D. Coated and 000 Devonshire St. Boston, Mass. Manufacturers of the best in staple lines of Coated (ID and Uncoated Book Papers 1366 age ag 45 SYSTEM for "FEBRUARY—ADVERTISING SECTION 4110 • SYSTEM for MAY—ADVERTISING SECTION How Robbins Gets The Business F you want to get more replies and develop more sales from your maga- Izine and trade-paper advertising, you should write for this new Cameo booklet. This remarkable story of Robbins is brim- ful of vital information for advertisers. It explains why the usual magazine ortrade- paper advertisement does not produce more replies,how sales are developed from advertising, and the strategy of the booklet offer. Adding Machine How the Burroughs .-/ Company in one instance increased the "What a fine picture! number of replies and sales from their several hundred HEN you use a Warren Standard Paper magazine advertising I'll look through this:' for your times is one of the illustrations that printed matter, you insure against disappointment. Robbins uses. How We published this booklet originally for HE impression of the open page is the first impres- We are specialists in printing paper. we were the benefit ofthe printer, because it is 99% paper. After We made the first coated paper produced stimulate the Robbins sion a book makes—and convinced that it would T glances at the pictures. If they in the United States over thirty years ago, production of more good booklet and cat- that your reader ever before is- Cets the interesting (which they cannot on poor and today the Standard lustrous coated paper is alog printing than anything Business look pleasing and sued by a paper manufacturer. Now we paper), he says, -I'll look through this.' find that magazine and trade-paper adver- tisers are just as anxious to secure the in- Warren Standard Lustro Paper formation it carries.That is why we are of- fering it here free to all rea ders of System. A Warren Standard paper and Please bear in mind that this is a Cameo Every trade Book Papers It brings out the full value of your engravings, advertiser should read this booklet. booklet. Robbins says that he gets more magazine distinction that -stands out" in all thoroughbred pro- whether microscopic details or shadowy vignettes. interesting pictures in his carry that truthful and soft, velvety sur- quality in the samples of Warren Stan- It makes a book that looks as though it ought to be on Cameo paper. He also finds that the ducts. You can see this booklets by printing them follow-up book- send you on request. Notice Cameo read and filed. Its beautifully perfect surface and type more readable. That is why all of his dard Paper which we will uniform face of Cameo makes the follow-up book- coated finish softens the screen effects of texture and inner substance make LUSTRO a ,. paper for advertising. You will want a Paper,whose velvety,dull, favorite lets are printed on Cameo,th realism of actual photographs. in the pressroom. But, most important to when you see this handsome Robbins booklet. halftones, gives them the depth and you, it pre- let, too, printed on Cameo, Paper, whose even, lustrous surface renders per- sents your wares to the best advantage. booklet tells you Observe Lustro and tr ade-paper advertisements pull. This either brilliant halftones or the softest vignette effects. Make your magazine fectly Send for Printed how. Write for it today. Standards are the result of years of specializing on printing paper Specimens The Warren Tell us about your constant endeavor to do one thing supremely well. They demonstrate that other printing requirements and —of we will send samples of no saving of a few cents can balance what cheaper paper can lose you in results. suitable Warren Standards-- a complete line of coated and uncoated book paper D Send for Specimen Sheets—Sent Free on which we stake our reputation. —of all Warren Standards. They contain examples of printing results in halftone and color; color, "make-up" and typographical hints; instructions for getting best S. D. WARREN & COMPANY results; hints to make stock choice easy. They are mines of "Warren Standard" 164 Devonshire Street Boston, Mass. & COMPANY ideas for practical printers. Sent Free. S. D. WARREN Manufacturers of the best in staple Boston, Mass. lines of coated and uncoated Book Papers of Coated and Uncoated Book Papers S. D. WARREN & CO., 000 Devonshire St., Mfrs. of the Best in Staple Lines Manufacturers of the best in staple lines of coated and uncoated Book Papers 164 Devonshire Street, Boston, Mass. Aetti /V a ehtioA4 (fti,4 advertisers Please me ntion SYSTEM when writing to Please mention SYSTEM when writing to advertisers PHOTOGRAPHY APPLIED TO ADVERTISING The series of photographic illustrations now being used in the advertisements of Community Silver by the Oneida Community, Ltd., Oneida, N. Y., represents a distinct type of craftsmanship. These illustrations combine idealism, refinement and attention value to a high degree and establish a correspondingly favorable impression regarding the products advertised PRINTED ON WARREN'S CAMEO PLATE POST CARD, 224k 284-130 LB. SEPIA WITH SIGMUND ULLMAN COMPANY'S DOUBLETONE MAHOGANY BLACK A Chicago Company, Company, Marshall by by -Jackson -Jackson Printed Printed REAL REAL 1914 BEST BEST ESTATE ESTATE FOR FOR THE THE OF OF ONE ONE PUBLICATIONS PUBLICATIONS FROM FROM PAGES PAGES SPECIMEN SPECIMEN •=. 011111111111111lf -v•—•rwmcam' JONI .a.u,unaqi 1,‘ • I 1 t4111, 111. tuuj and t Lc iWCI V( floors These pages contain excellent examples of the advantages of Warren's Cameo Plate for process color work in which full color, yet without reflected light, is required. Printed on Warren's Cameo Plate, 25 x 38-110 lb. White, made by S. D. Warren a Company, Boston, Massachusetts. Marahall-Jackeon Company. Prir. STIMULATING A DEMAND AND SUPPLYING IT HILE still being the oldest of pursuits, agriculture is undergoing an evolution as radical as that which now prevails in industrial and manufacturing affairs. WThis evolution reaches in so many directions that the credit is divided. Never- theless, substantial meed is due the implement and equipment manufacturers who are producing agricultural business literature of great interest and influence. Among the leaders in this field is the James Manufacturing Co., Fort Atkinson, Wis. This firm practically supplies an agricultural service to those interested in all forms of silo, barn and dairy equipment. There is probably no other direction in which the fine construc- •tion work in farm buildings is better presented than in this firm's house organ, catalogues and general advertising. The views on these adjoining pages are indicative of farm- ,building development, all having James Mfg. Co.'s equipment 94 THIS SIGNATURE IS PRINTED ON WARREN'S LUSTRO COATED BOOK 25x38-100 LB. WHITE MADE BY S. D. WARREN & COMPANY 177 DEVONSHIRE STREET, BOSTON, MASS. GAGE SPRING STYLES FOR 1915 The advertising of Gage hats would not be consistent from the standpoint of styles unless every advantage was taken ot technique in rendering and engraving. The illustration of this season's Gage products is in an entirely new treatment as represented by these pages GAGE SPRING STYLES FOR 1915 With the opening ol the New 1 ork establishment of Gage Bros & Co., this firm now has a "Fashion Service from Coast to Coast." The affairs of this company and the 1915 outlook are well presented in the firm's house organ Among Ourselves, "published for all Gage people and edited by the advertising department." ' orFurnitur anditheirEnwl93(M. thiicIiefr1nz'h1ybyy NORTHERN fORIVITURE OMANI' eboykaz—z-Nif-76Orifin The combination of lettering with a photographic subject has been successfully worked out in this heading from the house organ published by the Northern Furniture Co., Sheboygan, Wis. This wash-room view from Screenings, published by the Milwaukee-Western Fuel Co., Milwaukee, Wis., is one of a series of plates by which this firm shows the model appointments of its great coal-handling plant 91 THIS SIGNATURE IS PRINTED ON WARREN'S LUSTRO COATED BOOK 25 x 38- 100 LB. WHITE MADE BY S. D. WARREN & COMPANY 177 DEVONSHIRE STREET, BOSTON, MASS. MAIN OFFICE AND PRESSROOM VIEW IN THE HILL BUILDING, NEW YORK CITY The realization of the ideals of John A. Hill, president of the Hill Publishing Co., New York, is represented by the recently completed Hill Building, and by the appointments and equipment of the portions of the building occupied by the Hill publications. The editorial and business offices are located on the top floor, having an abundance of light. The pressroom view does not do justice to the specialized equipment and excellent mechanical features which have been incorporated in the manufacturing departments. It indicates, however, the general features of construction and ample room of the manufacturing floors 90 THIS SIGNATURE IS PRINTED ON WARREN'S LUSTRO COATED BOOK 25 x 38-100 LB. WHITE MADE BY S. D. WARREN & COMPANY 177 DEVONSHIRE STREET, BOSTON, MASS. THE GRAPHIC ARTS EXHIBITION OF PRINTED SALESMANSHIP Held under the auspices of the Poor Richard Club, Philadelphia, and by authority of the Typothetae of Philadelphia, January 25 to 30, 1915 N this country the first comprehensive showing made jointly by an important advertising organization and a printing organization of the city concerned is represented by the above illustration. Following an editorial suggestion in THE GRAPHIC ARTS that Adver- tising Clinics offered the most profitable opportunity for investigation and discussion of Printed Salesmanship, the Poor Richard Club and the 'Typothetae of Philadelphia appointed a joint committee which undertook and carried this exhibition through in co-operation with Henry Lewis Johnson, editor of THE GRAPHIC ARTS, Boston. This exhibition consisted of representative examples from the field of merchandise, machinery, electrical, automobile, clothing, and other advertising fields, supplemented by displays representing different lines of papers and exhibits by Philadelphia engraving, printing and lithographic houses. One ofthe important features in connection with the exhibition was the series of noonday meetings in which addresses were made by speakers who discussed important constructive details of business literature. The attendance was distinctly of a professional character, including the publishing, printing, advertising, and a considerable showing of the educational interests of Philadelphia. The exhibition also attracted a delegation from Baltimore, and visitors from other cities. It is anticipated that this exhibition will be followed at suitable intervals in Philadelphia by similar events in which committees and juries will bring the displays still more closely to the highest professional standards. ,11,717717"11r""TETir mrtrwirmilr 89 THIS SIGNATURE IS PRINTED ON WARREN'S LUSTRO COATED BO°I. 25 z 38-100 LB. WHITE MADE BY S. D. WARREN & COMPANY 177 DEVONSHIRE STREET, BOSTON, MASS. a • Specimen illustrations from James' Ways, the house organ of the James Manufacturing Company, Fort Atkinson, Wis. 95 THIS SIGNATURE IS PRINTED ON WARREN'S LUSTRO COATED BOOK 25 x 38-100 LB. WHITE MADE BY S. D. WARREN & COMPANY 177 DEVONSHIRE STREET, BOSTON, MASS. GAGE HATS FOR SPORTING EVENTS Recent issues of Among Ourselves, published by Gage Brothers & Co., Chicago, contain illustrations in pen and ink which add greatly to the interest and variety of the spring showings PRINTED WITH SIGMUND ULLMAN CO.'S DOUBLETONE GREEN BLACK NO. 8171 THIS SIGNATURE IS PRINTED ON WARREN'S LUSTRO COATED BOOK 25 38-100 LB. WHITE MADE BY S. D. WARREN & COMPANY 177 DEVONSHIRE STREET, BOSTON, MASS. PRINTING ART--- JANUARY 1915 PERFECTION IN HALF-TONE PRINTING The illustrations ,ap- pearing on this page and the three which follow show the results that can be obtained by the use of the right kind of plate making, the judicious selection of paper and ink, and careful presswork. This exhibit is made up of illus- trations appearing in a portfolio produced by The James Bayne Company of Grand Rapids, Mich., for the Nachtegall Manufacturing Company, of that city. The latter firm designs and manufactures interior bank equip- ments. In order to interest a prospective purchaser in what they have to sell it is necessary to give him a clear idea of what they have accomplished in this field. Obviously, it is impossible to ask a customer to travel from town to town to inspect the various interi- ors they have installed. And since each equipment is built to order, it is equally impossible to ask the customer to visit a wareroom. The only solution of the problem confronting this firm was to use illustrations. Photographs did not prove satisfactory. Aside from the expense, another important objec- tion was that it is almost impossible to secure good photographs of in- teriors. Therefore, it was decided to use halftone engravings of photographs, which could be retouched to overcome the short- comings of the camera, and to print them in such a manner as to closely approximate a photographic effect. The result, as here shown, speaks for itself, the engravings having a soft and pleasing appear- ance, yet with no absence of detail, and much resemble the best photo- gravure work. Lit II BE, NOURSE & RASSMUSSEN, Architect, DES MOINES NATIONAL BANK, DES MOINES, IOWA BEEZER BROS., ArCIOCCUS FIRST NATIONAL BANK, MEDFORD, OREGON PERFECTION IN HALF-TONE PRINTING One of a series of illustrations appearing in a portfolio produced by The James Bayne Company, Grand Rapids, Mich., for Nachtegall Mfg. Company, of that city 111111111111111, EMMET E. BAILEY CO., Architects NORTHERN CENTRAL TRUST COMPANY, WILLIAMSPORT, PENNSYLVANIA PERFECTION IN HALF-TONE PRINTING One of a series of illustrations appearing in a portfolio produced by The James Bayne Company, Grand Rapids, Mich., for Nachtegall Mfg. Company, of that city LIEBBE, NOURSE & RAssmultsue, Architects DES MOINES NATIONAL BANK, DES MOINES, IOWA PERFECTION IN HALF-TONE PRINTING One of a series of illustrations appearing in a portfolio produced by The James Bayne COmpany, Grand Rapids, Mich., for Nachtegall Mfg. Company, of that city ely ( 6615r iTh Z(Oits I. Printed on CAMEO, the Paper for Advertising A demonstration that shows how the soft, velvety surface of CAMEO makes advertising pictures count Printed in Geo. H. Morrill Company's Bank Note Halftone, This Is S. D. Warren Company's Big, New Portfolio No. 5002, and Orange Yellow, No. 2577, on Warren's Cameo, Sepia, 75 lb. basis. Contains beautifully printed specimens of seven different kinds of booklet and catalog papers. Read the detailed announcement of this portfolio on the next page and use the return postcard enclosed in this issue of PRINT to secure a copy. 6 THE PACIFIC PRINTER WatchWarrelis Standard Coated HESE few advertisements will CAMEO give you some idea of the ex- Ttent and purpose of our adver- LUSTRO tising. They are pages and half pages which appear in the Saturday Evening Post. The dominant note is: "Better printing." We prove the fallacy of trying to save money on printing. We prove that the important thing is what printing accomplishes, not what it costs. These are simple, almost trite When You Find in ideas, but on their general accept- the Mail pers an unkempt cuts booklet, with muddy and dusty type, ance rests the prosperity of the ia) take it for don't you Rranted that a pretty careless concern sent id Good paper in your printing industry. as clean catalog means as linen on your much paper is not the salesman, and easiest thing to good Your best buy tat1011 safeguard os a well- When you specify a Warren Paper in We stake i your bid you align yourself on the side of the 'title Better Printing. For it means to your client that work produced by you must be Standard in material and workmanship. It means that you rely on quality and not price cutting. Finally, if you get the order it is because you have won the confidence of your client. For the handsome portfolio of Warren's Coated Printing Papers, address: Sierra Paper Co., Los Angeles, Cal. Pacific Coast Paper Co., San Francisco, Cal. Mutual Paper Co., Seattle, Wash. American Type Founders Co., Spokane, Wash. S. D. Warren oc2., Company consulted first 'r 201 Devonshire St., Boston, Mass. Which Catalog is pick out obvious, salesman you don t Rather hiring a neat as to Manufacturers of Standards in Coated and Uncoated you are chap. none too When deprecating little clothes and Printing Papers modest. dollar suit of with a wears a fifteen choose a man linen. who polish. You economizes on shoe ronisirandi attention who your catalog !s nce, dignity. nes that Constant Excellence of Product PACIFIC PRINTER 336 THE THE PACIFIC PRINTER 337 WatchWarren:s Advertisin Standard Coated Printing Papers HESE few advertisements will CAMEO CUMBERLAND give you some idea of the'ex- Ttent and purpose of our adver- LUSTRO tising. They are pages and half SILKOTE pages which appear in the Saturday Evening Post. The dominant note is: "Better printing." For only a few generations has the reading of type been a common ac- complishment, but we have been We prove the fallacy of trying to looking at pictures for fifty centuries. That is why the mind gets an impres- money on printing. We prove sion from a picture in a fra Friends Writing Advertisers Would Save Time and Trouble, as Well as Do a Favor, by Referring to "Advertisement in The PACIFIC PRINTER & PUBLISHER." No Advertising Desired by The PACIFIC PRINTER & PUBLISHER unless It Benefits Subscribers as Much as the Advertisers. THE SATURDAY EVENING POST 413 ie., / “odelit, ,110v,ili4 type of illff,t ',thou tf,f.d in book, ztfid Note life-like effect of half-tone engraving from photograph—which was periodical:, before the of coated paper. impossible before introduction of coated paper by S. D. Warren & 4) Warren Gave Good Printing to America S. D. Warren & Co. made the first coated book And now this company has done something trations, if properly printed, will look as beautiful paper in America. Now "the first coated book more. It has achieved an advance in paper as those in Warren's Sample Portfolio. paper" doesn't sound as impressive to the layman making of big importance to the buyer of paper. You may want a paper for color work or to as "the first steam engine"—or electric light— It has standardized coated paper. illustrate machinery of intricate detail—or silver- or telegraph, but it was an event of our history, Let us go back a step. Isn't this the way you ware or lingerie. The Sample Book points to none the less. have bought paper? You told your printer you "Lustro " as the right paper. Coated paper made the Half-tone possible. wanted a good paper—and trusted to luck that For less exacting work," Cumberland " should The Half-tone made possible the Modern Maga- you might get it. The printer ordered the paper have the choice. zine, Modern illustrating, Color printing, the and—well, his trust in printing paper was long We should like to tell you how this standard- reproduction of photographs, Modern advertising. since shattered but he hoped for the best. The ization was achieved, but that is a topic for our The Half-tone is a tremendous force—educa- mill honestly tried to turn out a good paper, but new Portfolio, not for an advertisement. It's a tional and industrial. paper making used to be an uncertain and vari- story that would interest your chemists and Before coated paper was produced by Warren, able process. The mill was as relieved as were engineers and superintendents, for it is the story the crude,hopelessly limited,commercial woodcut you or the printer if your catalog turned out well. of our life work. But to you it is the result— was the reproducing medium which magazines The name" Warren " stands for the reversal of the final achievement—that counts. And that is, and advertisers had to use. Now see what mar- all that. You can now buy paper with as much simply, that you can. now buy paper and know vels of reproduction are possible. Warren did that. confidence as you buy steel or any other stand- exactly what you will get. The Paper Mill that made this first coated ardized product. WARREN'S SAMPLE PORTFOLIO is so paper in America, today makes coated paper Before you buy, you can now know the printing full of suggestions and helpful information for the which is known for its excellence wherever print- qualities of any Warren Coated PriAting Paper. man who is studying how to put selling power ing is done. It makes the paper for dozens Suppose you are getting out an artistic catalog into print that of the big monthly and weekly magazines and and seek the soft, velvety effect of a photogravure. we ought to for book publishers. This mill was the only one You study Warren's Sample Portfolio and find charge a price in the United States able to produce India paper just such effects on Warren's Cameo, a coated for it. But it ANDARD for the Encyclopwdia Britannica. It makes the paper with a lusterless surface of great depth and is free. Please APESIS paper for the big De Luxe catalogs issued by beauty—like old ivory. You can specify Cameo fill out the manufacturers. and rest in absolute assurance that your illus- coupon. S. D. WARREN & CO., 162 Devonshire Street,- Boston, Mass. Manufacturers of STANDARDS in Coated and Uncoated Printing Papers If you find any difficulty in getting Warren Papers from your Printer or Paper Dealer, we shall appreciate your kindness if you will report the case to us in detail. • \ S. D. WARREN & CO. 162 Devonshire Street, Boston, Mass. Send me a Free Portfolio of Warren's Coated Printing Papers. Firm Name Individual Cameo ©ATE) PIRIN'1('111K11C0 Silkote Interested Lustro PAINEEZ Cumberland .,St. Address City State July 2016 THE REFLECTED WORKS The names, symbols, logos, and all other intellectual property of the companies, brands, and people appearing herein are the exclusive property of their respective owners and should not be interpreted as an endorsement of or by Sappi; any legal and equitable rights in their intellectual property are exclusively reserved to those owners. SAPPI is a trademark of Sappi Limited. The SAPPI ETC. logo and WARREN are trademarks of Sappi North America. © 2016 Sappi North America. All Rights Reserved.