t least molded directly from the original plate, so
that it is sharper and deeper than the mat the newspapers have to make
when you furnish them a stereotype from which to work. When you
furnish the large dailies with the mat they cast a flat stereotype
first, which is locked up in the form with the other matter composing
the page. This entire form is then molded into a mat and stereotyped.

The small dailies and country newspapers print directly from type and
cuts. They use a flat-bed press. For this reason it is necessary that
the advertising-plate or dealers cut which you furnish to them should
be mounted type-high.

The best plate you can furnish them is none too good; their make-ready
and the general handling of their material is not of the highest order
in efficiency as compared to the large dailies, and it is entirely
probable that even with a good sharp electrotype, your advertisement
may not show to advantage. With a stereotype, the liability of smudgy
printing is greatly enhanced.

The Rapid Electrotype Company knows the mechanical equipment of the
different newspapers throughout the United States. It sends mounted
plates to those papers that print directly from type and cuts, and
unmounted plates to those that stereotype their forms. This detail is
left entirely to their discretion. The names of the towns to which
your advertisement or dealers-cut is to be shipped is all the
information they require in order to determine whether or not to ship
mounted or unmounted plates.

THE RAPID ELECTROTYPE COMPANY

The Rapid Electrotype Company of Cincinnati was organized in July,
1899, and incorporated under the laws of Ohio in May, 1902. It has
been in service over a fifth of a century.

Prior to the organization of The Rapid Electrotype Company,
electrotyping was, on the whole, a localized business. The Rapid
Electrotype Company pioneered in the service of making and
distributing newspaper advertising plates--electrotypes, aluminotypes,
stereotypes, and mats--direct from its factory in Cincinnati to
newspapers and dealers throughout the United States.

The originality of this service, intelligently rendered to advertising
agencies and advertisers, was one of the reasons for the increase of
their capacity from only five thousand square inches of plate matter
daily in 1899 to one million square inches per day in 1921, and from
an organization of only nine men to one of over two hundred and fifty,
workin