ic and inexorable to the highest degree. It
reproduces exactly and impartially from all the different material
supplied to it.

Your ad-plate is locked into the form with the other matter composing
the page. A hurried lock-up, and the form is molded into a mat and
stereotyped. Fast presses and cheap ink do the rest.

If your ad does not show up well in the first few impressions run off,
the press grinds on just the same, with little or no make-ready. Once
they start, it is too late to stop to allow the press-room foreman to
investigate why a certain ad does not print up well. The "Daily Bugle"
must get on the streets, if possible, before its competitors with the
important scoop that the Beghum of Swat has just died. If you have
supplied the best material for the newspapers to work with, the
clean-cut reproduction of your advertisement is insured. If you have
been penny-wise and pound-foolish in saving a few cents on your
ad-plate, all the dollars you spent on art, typography and white space
for your ad are on the knees of the gods and liable to be spilled off
the said knees, and your ad is messy looking when it appears. The
advertiser invariably blames the newspaper and the newspaper passes
the buck on to the plate-maker. The printed appearance of the ad is
largely determined by the kind of plate furnished to the newspaper.

The large daily newspapers are entirely dependent upon the
stereotyping process for the necessary speed required in production.
They do not print directly from type or cuts. The big advantage of
stereotyping in this connection lies in the fact that it is the
quickest method of producing a solid, duplicate printing plate from an
original molding form. After locking up a page form, it can be molded,
the matrix dried and the plate cast and ready for the press in about
ten minutes.

Therefore, only unmounted plates should be sent to the large daily
papers and not wood mounted, as it takes too long for the heat to pass
through the wood base in drying the mat.

The unmounted plate is placed on a metal base, (because heat passes
through metal quickly in drying the mat) and then locked in the form
with the type and other matter composing the entire page. A mat is
then molded from the complete form and a curved stereotype is cast
from this page mat. It is from this curved full page stereotype that
the large daily newspaper is actually printed.

Since they must duplicate the plates sent to them by the