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-
