stereotyping
process, your expensively prepared advertisement, if it is to appear
sharp and clean in the valuable space it uses, should be electrotyped
by your plate-maker. A stereotype duplicated from an electrotype will
print cleaner than a stereotype duplicated from a stereotype by reason
of the fact that mats molded by the newspaper from electrotypes are
sharper and deeper than when they are molded from stereotypes.

Electrotypes have a distinctly sharper and harder face and are deeper
than stereotypes. The very nature of the process and materials used in
their manufacture makes this superiority inevitable. Wax is used as
the plastic medium in which to mold electrotypes, whereas for
stereotypes paper is used. Sharpness and depth cannot be molded into
paper as it can into wax.

Neither will stereotype metal poured by gravity against a paper matrix
mold be as sharp and deep as copper deposited electrolytically on a
wax mold.

It follows, therefore, that when an unmounted electrotype is supplied
to the "Chicago Tribune" or the "New York Journal" or the "San
Francisco Call" they are stereotyping your ad in the page form from a
plate molded in wax directly from the original.

On the other hand, when you supply a stereotype of your ad to the
large dailies this stereotype is already one step removed from the
original master plate and means that two paper mats intervene between
the original supplied to the plate-maker and the final stereotype of
the page containing your advertisement. In short, they are duplicating
a stereotype from a stereotype and each duplication means a loss in
sharpness and depth; therefore they should be supplied with a sharp
electrotype from which to make their final page mat.

Obviously when a stereotype is supplied to the large dailies they are
working from a plate that is neither sharp nor deep to start with, as
would be the case if you sent them an electrotype from which to work.
An electrotype is economy in the end and will save you grief, when the
cost of space is considered.

Should you desire economy, order your plate-maker to send mats--copy
considered--to the large dailies. A mat is less expensive than a
stereotype and will reproduce your advertisement equally as well.

When you send them a mat instead of an electro there is one more
duplication for the newspapers to make in producing the final
stereotype from which they print, but the mat which your plate-maker
furnishes them is a