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 extent on the number of women readers. To secure and retain these readers, newspapers have, accordingly, developed a number of features primarily intended for women. Fashion news, cooking and household recipes, discussions of etiquette, articles on health and beauty, advice in affairs of the heart, society news, reports of women's clubs, and similar subjects have been given greater space from year to year because of the constantly growing importance of women readers as a factor in the business success of the newspaper.

The increase in the amount of advertising has made possible also the expansion, in size and scope, of the Sunday paper. Special articles, fiction, humor, and illustrations in black and colors, fill special supplements, magazine sections, and "comics." In fact, aside from the news sections, the reading matter in Sunday newspapers has become practically identical in character with that of the popular weekly and monthly magazines.

Reading matter the primary purpose of which is entertainment rather than information has always had a place in daily papers. Despite the great increase in the amount of news available, this kind of material has not been crowded out. The daily short story, a chapter of a serial novel, feature articles, humor in verse and prose, and similar forms of entertaining reading matter are a recognized part of every issue of many newspapers in all parts of the country.

The perfecting of photo-engraving processes, by which half-tone illustrations and zinc etchings can be made rapidly at relatively small cost, has added another important feature to the newspaper. Photographs of persons, places, and events that appear in the day's news are now quickly reproduced by the newspaper half-tone. Cartoons printed by means of zinc etchings occupy a prominent place in many papers.