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 CHAPTER XIII

MAKING UP THE PAPER

Importance of the "Make-Up." Although the editing of a newspaper is often regarded as completed when the managing editor has passed upon the proofs of all the matter that the newspaper is to contain, yet the arranging of this material on the several pages, the so-called "making up," still remains to be done under the direction of one of the editors. The arrangement, or "make-up," particularly of the front page, plays a very important part in the success of the newspaper. To display the important news of the day in the most effective way is to attract readers. What has been said elsewhere of the advertising value of headlines applies equally to the "make-up." The best arrangement is that in which the important news stands out prominently, and can therefore be most easily read. A symmetrical balancing of the headlines, half-tones, and cartoons adds greatly to the attractiveness and readableness of the newspaper. Although the average reader does not analyze this element any more than he does any of the other elements of the newspaper that he reads daily, still the "make-up" doubtless leaves an impression upon him.

How the "Make-Up" Varies. Newspaper practice regarding make-up varies as greatly as it does in the case of headlines. The seven-column page is still the normal type, but the eight-column page is rapidly superseding it, because the narrower columns and margins make possible a considerable saving in paper. Some pa