The Linotype Sales Manual reprinted here isn't a handbook or data book, but rather is a comprehensive marketing analysis of the Linotype and its position in the printing industry with reference not only to its obvious competitors (such as the Intertype) but also to other printing technologies (such as offset) and emerging alternatives (such as phototypesetting, typed composition, etc.) As such it presents not only a good view of the Linotype but also a good picture of the entire printing industry from both technological and business perspectives, in the late 1940 and early 1950s. (The material in it dates from 1949 to 1956.) It is a relatively complex document, containing many sections and incorporating several texts from other industry organizations.
The material reprinted here was digitized from a physical copy now owned by William Spurling with his kind permission and support. His website at http://www.linotype.org/ should be the first stop for any Linotype (or Intertype) enthusiast.
This Linotype Sales Manual makes reference to two other books for sales representatives: the Sales Book of Information and the Sales Data Book . At present I know nothing more about these.
It would appear that at one time this manual was to include a booklet from the International Typographical Union on Photocomposing Machines and the Brewer Keyboard. (This is mentioned on p. 2 of the section Cold Type.) This version of this manual does not contain this booklet. For more on the Brewer Keyboard (an ETAOIN keyboard operating a Teletypesetter perforator), see the CircuitousRoot reprint of the ITU's Brewer Keyboard, Manual No. 2.
The first item reprinted here isn't an integral part of the Linotype Sales Manual itself. It was, however, slipped in to this copy and is closely related to it. It is a proposed outline for a sales training course, prepared in 1949 for the Mergenthaler Linotype Company by George Fry & Associates ("Consulting Management Engineers"). While it would seem likely that the Linotype Sales Manual as reprinted here came out of this proposal, the proposal covers more (and different) material.
The cover letter for this proposal is addressed to W. H. Griffin and indicates that copies were prepared for several people, including W. B. Patterson of the Mergenthaler company. Several parts of this copy of the Linotype Sales Manual bear the name (in pencil) "W. B. Patterson," so it may be presumed that this was Patterson's copy. It is a carbon copy of a typescript.
Proposed Sales Training Program (1949)
George Fry & Associates. "Outline for Proposed Sales Training Program." (Chicago, IL: George Fry Associates for the Mergenthaler Linotype Company, April 20, 1949)
The icon at left links to a reduced-resolution (300dpi) PDF of this document (22 Megabytes). Here is a full-resolution (600dpi, 145 Megabytes) version: mlc-outline-for-a-proposed-sales-training-program-fry-1949-p01-0600rgbjpg.pdf
The original consists of single-sided carbon copies of a typescript. All pages except the title page (to show through the folder cutout) are on watermarked "EAGLE-A COUPON BOND 100% RAG U.S.A." paper (this was a paper marketed by the American Writing Paper Company, Inc. and advertised as "The De Luxe Business Paper.") It is bound permanently into a paper folder. It was not possible to unbind the original; this adversely affects the quality of the scan (but no text information was lost). In scanning, I inserted a backing sheet of ordinary modern office printer bond paper behind each page to minimize show-through from the following page. I have scanned only the recto of each sheet, with the exception of the back cover (of which I scanned only the verso).
The book is bound as a series of sections (most of which are saddle-stitched) in a three-ring binder.
Binder Front Cover and Title Page
Front cover, flyleaf, and title page.
The icon at left links to a reduced-resolution (300dpi) PDF of this document (11 Megabytes). Here is a full-resolution (600dpi, 72 Megabytes) version: mlc-linotype-sales-manual-p02-0600rgbjpg.pdf
Binder Front Cover [different scan]
This is a different scan of just the front cover. The scanner on which this version was done has a larger bed, so it shows the cover fully. Its color calibration isn't quite as good, though.
The icon at left links to a reduced-resolution (300dpi) PDF of this document (6 Megabytes). Here is a full-resolution (600dpi, 20 Megabytes) version: mlc-linotype-sales-manual-pb0000-0600rgbjpg.pdf
[divider]: Sales Field
(Just an ordinary section divider in the binder.)
The icon at left links to a reduced-resolution (300dpi) PDF of this document (1.9 Megabytes). Here is a full-resolution (600dpi, 16 Megabytes) version: mlc-linotype-sales-manual-p03-0600rgbjpg.pdf
Graphic Arts Industries Statistics
A numeric overview of the industry for 1939 and 1947. (The PDF as presented here is in the correct order: one sheet, recto blank, verso with text.)
The icon at left links to a reduced-resolution (300dpi) PDF of this document (2.5 Megabytes). Here is a full-resolution (600dpi, 18 Megabytes) version: mlc-linotype-sales-manual-p04-0600rgbjpg.pdf
The Printing and Publishing Field
Unit 1. "The Printing and Publishing Field." "A general discussion of the graphic arts field, its major divisions and the various type requirements involved."
The icon at left links to a reduced-resolution (300dpi) PDF of this document (11 Megabytes). Here is a full-resolution (600dpi, 63 Megabytes) version: mlc-linotype-sales-manual-p05-0600rgbjpg.pdf
Kinds of People To Be Sold
"Kinds of People To Be Sold." Newspapers. Publishers. Editors. Business Managers. Mechanical Superintendents or Production Managers. Advertising Managers. Composing-Room Foremen. Machinists. Note: The "Unit" numbering of the previous section is dropped here. Confusingly, it is resumed (inconsistently) later.
The icon at left links to a reduced-resolution (300dpi) PDF of this document (6.5 Megabytes). Here is a full-resolution (600dpi, 39 Megabytes) version: mlc-linotype-sales-manual-p06-0600rgbjpg.pdf
Kinds of People To Be Sold (cont'd)
Unit 3. "Kinds of People To Be Sold (Continued)." "The following pages discuss the various people with whom we do business in commercial printing plants, etc."
The icon at left links to a reduced-resolution (300dpi) PDF of this document (11 Megabytes). Here is a full-resolution (600dpi, 65 Megabytes) version: mlc-linotype-sales-manual-p07-0600rgbjpg.pdf
Printing Processes / Photo Comp. / 3 Processes
This section consists of three parts. The first is "Printing Processes and Their Relation to Type" (pp. 1-3). The second is a short section on "Photo Composition" (pp. 3-4). The third is a "Chart Comparing the Three Major Processes" (p. 4 plus a fold-out chart). The first section is repeated later in the "Typographic" section (but with other material).
This section incorporates a wide fold-out chart. In the PDF as presented at left and below I have incorporated this chart in three ways: first as individual page-size scans across the chart, second, as a single page-size scan showing the chart as folded up, and third as a complete scan of the chart (a composite of individual scans) scaled down to fit the page width of this PDF. None of these methods is really satisfactory, but at least they include the chart so that someone who might come upon this PDF in isolation will not be confused. In the next section, I'll present it in a more manageable form by itself.
The icon at left links to a reduced-resolution (300dpi) PDF of this document (21 Megabytes). Here is a full-resolution (600dpi, 125 Megabytes) version: mlc-linotype-sales-manual-p08-0600rgbjpg.pdf
The Three Major Processes
This is the "Chart Comparing the Three Major Processes" employed in printing which is really a part of the previous section. This is a very wide fold-out chart which does not readily fit into the digital versions of the rest of this document. It was scanned in sections and pieced together manually. Here, it's presented as a single PDF by itself. For an explanation of this chart and its origins, see the previous section, Printing Processes & Their Relation to Type.
The icon at left links to a reduced-resolution (300dpi) PDF of this document (7 Megabytes). Here is a full-resolution (600dpi, 42 Megabytes) version: mlc-linotype-sales-manual-0600rgb-p09-composite.pdf
Relative Costs of Near-Print Processes
"Relative Costs of Near-Print Processes." "A discussion and analysis of book manufacturing costs which compare Linotype with various typewriter methods of composition, plus a comment on Monotype costs."
For photolettering and phototypesetting, see "Cold Type," below.
The icon at left links to a reduced-resolution (300dpi) PDF of this document (12 Megabytes). Here is a full-resolution (600dpi, 69 Megabytes) version: mlc-linotype-sales-manual-p10-0600rgbjpg.pdf
Aside: University presses and Linotype executives were not the only ones thinking about nontraditional methods for print or near-print production at this time. An interesting episode occurred in Chicago in the late 1940s in which related methods were used in newspaper production. During an extended strike of the Linotype operators at the city newspapers, the Chicago Daily News went to press using a mixture of nontraditional typesetting methods which completely bypassed the Linotype. Straight text matter was typed using Varityper proportional-spacing typewriters. Headlines were composed using hand-placed photographic type not unlike the "FOTOTYPE" brand product. Together the two-dimensional output from these was then photographed and turned into an electrotype plate. For very lage headlines, individual engraved relief letters were set into the electrotype plate. Finally, last minute changes were punched in Addressograph/Graphotype plates and mounted. The entire ensemble was then stereotyped and sent to the press. This entire process deserves to be better remembered not only because of its ingenuity but because on a particularly famous front page ("Dewey Defeats Truman") which happened to have been produced using this method one of the Graphotype plates was inserted upside-down by mistake. See: Graphotyping a Newspaper
The Nature of Phototypesetting
"The Nature of Phototypesetting." A relatively early view of this now nearly forgotten set of technologies.
The icon at left links to a reduced-resolution (300dpi) PDF of this document (12 Megabytes). Here is a full-resolution (600dpi, 67 Megabytes) version: mlc-linotype-sales-manual-p11-0600rgbjpg.pdf
Duties of a Plant Machinist
"Duties of a Plant Machinist."
The icon at left links to a reduced-resolution (300dpi) PDF of this document (7 Megabytes). Here is a full-resolution (600dpi, 41 Megabytes) version: mlc-linotype-sales-manual-p12-0600rgbjpg.pdf
Writing Orders for Linotype Supplies
"Writing Orders for Linotype Supplies."
The icon at left links to a reduced-resolution (300dpi) PDF of this document (6 Megabytes). Here is a full-resolution (600dpi, 37 Megabytes) version: mlc-linotype-sales-manual-p13-0600rgbjpg.pdf
[divider]: Sales Field
(Just an ordinary section divider in the binder.)
The icon at left links to a reduced-resolution (300dpi) PDF of this document (1.9 Megabytes). Here is a full-resolution (600dpi, 16 Megabytes) version: mlc-linotype-sales-manual-p14-0600rgbjpg.pdf
The Product to Be Sold
"The Product to Be Sold." Product and service. On competitors. Overview of (then current) Linotype models. Linotype features, with analyses of them relative to the competition. Attachments and supplies.
The icon at left links to a reduced-resolution (300dpi) PDF of this document (27 Megabytes). Here is a full-resolution (600dpi, 157 Megabytes) version: mlc-linotype-sales-manual-p15-0600rgbjpg.pdf
Type Metal for the Linotype
"Type Metal for the Linotype." Standard metal. Impurities, dross, flux, and remelting. Hard metal (the original formula for, and the Mergenthaler company's reluctance with regard to).
The icon at left links to a reduced-resolution (300dpi) PDF of this document (6 Megabytes). Here is a full-resolution (600dpi, 38 Megabytes) version: mlc-linotype-sales-manual-p16-0600rgbjpg.pdf
An examination of the section divider tabs would indicate that when initially assembled the section after this one ( Sales Procedure) came before this present section. However, as it is currently arranged this section comes first. I'm leaving it in this arrangement for two reasons. First, it's the arrangement that exists in the paper copy. Second, as this copy was probably that of the Mergenthaler executive W. B. Patterson, this arrangement may indicate his notion of the priorities (that Business Methods come before Sales Procedures, which makes perfect sense).
[divider]: Business Methods
(Just an ordinary section divider in the binder.)
The icon at left links to a reduced-resolution (300dpi) PDF of this document (1.9 Megabytes). Here is a full-resolution (600dpi, 16 Megabytes) version: mlc-linotype-sales-manual-p17-0600rgbjpg.pdf
ITU and TTS in Current Appraisals
This is a group of three sections containing articles from the popular press or trade conferences. Each is reprinted separately below. The overall section heading, "ITU and TTS in Current Appraisals," appears only on the first.
"ITU: Tradition and Skill Make Strength"
"ITU: Tradition and Skill Make Strength," from Business Week (January 24, 1953), with Mergenthaler annotations. This comprises pp. 1-4 of the section "ITU and TTS in Current Appraisals."
The icon at left links to a reduced-resolution (300dpi) PDF of this document (6 Megabytes). Here is a full-resolution (600dpi, 37 Megabytes) version: mlc-linotype-sales-manual-p18-0600rgbjpg.pdf
"The TTS Revolution"
"The TTS Revolution," from Time (July 13, 1953), with Mergenthaler annotations. This comprises p. 5 of the section "ITU and TTS in Current Appraisals."
The icon at left links to a reduced-resolution (300dpi) PDF of this document (2 Megabytes). Here is a full-resolution (600dpi, 9 Megabytes) version: mlc-linotype-sales-manual-p19-0600rgbjpg.pdf
"TTS in the Metropolitan Newspaper"
"TTS in the Metropolitan Newspaper," from an undated address to the ANPA (American Newspaper Publishers' Association) Mechanical Conference. This comprises pp. 6-8 of the section "ITU and TTS in Current Appraisals."
The icon at left links to a reduced-resolution (300dpi) PDF of this document (4.5 Megabytes). Here is a full-resolution (600dpi, 27 Megabytes) version: mlc-linotype-sales-manual-p20-0600rgbjpg.pdf
Blue Streak Comet
"Writing Specifications for the Blue Streak Comet." After the introduction of the Comet (obviously), but before the introduction of the Hydraquadder.
The icon at left links to a reduced-resolution (300dpi) PDF of this document (3 Megabytes). Here is a full-resolution (600dpi, 17 Megabytes) version: mlc-linotype-sales-manual-p21-0600rgbjpg.pdf
Contracts
"Contracts and Financial Relations of the Treasurer's Office to Men in the Field and Agencies."
The icon at left links to a reduced-resolution (300dpi) PDF of this document (6.4 Megabytes). Here is a full-resolution (600dpi, 38 Megabytes) version: mlc-linotype-sales-manual-p22-0600rgbjpg.pdf
Daily Activities
"Daily Activities of the Production Engineer." ("Production Engineer" is a euphemism for "Salesman.")
Note: A slightly different edition of this text appears in the the Sales Procedures section, below.
The icon at left links to a reduced-resolution (300dpi) PDF of this document (9.3 Megabytes). Here is a full-resolution (600dpi, 57 Megabytes) version: mlc-linotype-sales-manual-p23-0600rgbjpg.pdf
[blank]
A blank sheet. In the original printed version, this is actually the last sheet of the previous article, which was a 6-page article printed in an 8-page stapled gathering. To reduce the size of the digital version of the previous article, I've presented it separately here.
The icon at left links to a reduced-resolution (300dpi) PDF of this document (1.7 Megabytes). For those of you who require a high-resolution scan of a blank sheet of paper (600dpi, 14 Megabytes), here it is: mlc-linotype-sales-manual-p24-0600rgbjpg.pdf
As noted earlier, the positions of the tabs in this section and the one presented previously (Business Methods) indicate that this section might have been intended to come first.
[divider]: Sales Procedures
(Just an ordinary section divider in the binder.)
The icon at left links to a reduced-resolution (300dpi) PDF of this document (2 Megabytes). Here is a full-resolution (600dpi, 16 Megabytes) version: mlc-linotype-sales-manual-p25-0600rgbjpg.pdf
Daily Activities
"Daily Activities of the Production Engineer." ("Production Engineer" is a euphemism for "Salesman.")
Note: A slightly different edition of this text appears in the the Business Methods section, above.
The icon at left links to a reduced-resolution (300dpi) PDF of this document (9 Megabytes). Here is a full-resolution (600dpi, 56 Megabytes) version: mlc-linotype-sales-manual-p26-0600rgbjpg.pdf
[blank]
A blank sheet. In the original printed version, this is actually the last sheet of the previous article, which was a 6-page article printed in an 8-page stapled gathering. To reduce the size of the digital version of the previous article, I've presented it separately here.
The icon at left links to a reduced-resolution (300dpi) PDF of this document (1.5 Megabytes). For those of you who wish to see at the pixel level how this blank piece of paper differs from an earlier blank piece of paper, here it is (13 Megabytes): mlc-linotype-sales-manual-p27-0600rgbjpg.pdf
Linotype Agency Management
"Linotype Agency Management."
The icon at left links to a reduced-resolution (300dpi) PDF of this document (10 Megabytes). Here is a full-resolution (600dpi, 60 Megabytes) version: mlc-linotype-sales-manual-p28-0600rgbjpg.pdf
Case Histories in Linotype Selling
"Case Histories in Linotype Selling."
The icon at left links to a reduced-resolution (300dpi) PDF of this document (30 Megabytes). Here is a full-resolution (600dpi, 170 Megabytes) version: mlc-linotype-sales-manual-p29-0600rgbjpg.pdf
Linotype Service Engineers
"Linotype Service Engineers." "Field proxies for the Brooklyn Factory when they erect machines - field deputies for the whole sales organization when they maintain machines and scout out plant conditions."
The icon at left links to a reduced-resolution (300dpi) PDF of this document (6.6 Megabytes). Here is a full-resolution (600dpi, 41 Megabytes) version: mlc-linotype-sales-manual-p30-0600rgbjpg.pdf
What Makes Him Click?
"A Really Good Linotype Salesman - What Makes Him Click?" This consists of three articles and a short postscript. The first article is by J. F. Schuman (manager of the MLC Atlanta Agency) and is entitled "Your Career in Selling Linotypes." The second article is by B. O. Bowers and is entitled "I'm Proud To Be a Linotype Salesman." The third article is by "A Former Linotype Salesman" and is entitled "The Need for Breadth of Interests." The "P.S. - On Sales Technique" contains a brief exposition of general sales practices.
The icon at left links to a reduced-resolution (300dpi) PDF of this document (6.4 Megabytes). Here is a full-resolution (600dpi, 31 Megabytes) version: mlc-linotype-sales-manual-p31-0600rgbjpg.pdf
Four Veterans Talk About Sales
"Four Veterans Talk About Sales." Wilson Childers: "How We Can Improve Our Sales Organization." Harry Wilson: "Organizing a Sales Territory." Len Smith: "Wisconsin Goes for Mixers." Ray Burgoon: "Selling Wide-Range Linotypes."
Note: This particular copy of the Linotype Sales Manual includes this section twice. Because this is a digital reprint of a specific physical book, I'll include both as separate scans. This one is the first of the three.
Note also that the eight-page gathering in which this section was printed included, as its last page, the "Ten Commandments of Good Business" reprinted as a separate page, below.
The icon at left links to a reduced-resolution (300dpi) PDF of this document (12 Megabytes). Here is a full-resolution (600dpi, 70 Megabytes) version: mlc-linotype-sales-manual-p32-0600rgbjpg.pdf
The Ten Commandments of Good Business
"The Ten Commandments of Good Business."
This was printed on the last page of the eight-page gathering in which the section "Four Veterans Talk About Sales," reprinted above, was printed.
The icon at left links to a reduced-resolution (300dpi) PDF of this document (1.4 Megabytes). Here is a full-resolution (600dpi, 9 Megabytes) version: mlc-linotype-sales-manual-p33-0600rgbjpg.pdf
Writing Machine Specifications
"Writing Machine Specifications."
The icon at left links to a reduced-resolution (300dpi) PDF of this document (6.8 Megabytes). Here is a full-resolution (600dpi, 41 Megabytes) version: mlc-linotype-sales-manual-p34-0600rgbjpg.pdf
Typographic Reports
"Typographic Reports."
The icon at left links to a reduced-resolution (300dpi) PDF of this document (3.3 Megabytes). Here is a full-resolution (600dpi, 30 Megabytes) version: mlc-linotype-sales-manual-p35-0600rgbjpg.pdf
Composing-Room Costs
"Composing-Room Costs." "Numerous angles of Linotype sales approaches are stressed in this discussion of a newspaper plant executive's operating responsibilities under the challenge of modern conditions - a verbatim reprint of a speech at ANPA Mechanical Conference."
The icon at left links to a reduced-resolution (300dpi) PDF of this document (6.5 Megabytes). Here is a full-resolution (600dpi, 38 Megabytes) version: mlc-linotype-sales-manual-p36-0600rgbjpg.pdf
Costs in Composition Plants
"Costs in Composition Plants." This is a method for analyzing not only Linotype costs but also costs of both competitive systems (e.g., Monotype) and complementary practices (e.g., cost of reproduction proofs). They include Ludlow as "hand composition" (which it is, in a way, but with a twist).
The icon at left links to a reduced-resolution (300dpi) PDF of this document (24 Megabytes). Here is a full-resolution (600dpi, 149 Megabytes) version: mlc-linotype-sales-manual-p37-0600rgbjpg.pdf
[divider]: Typographic
(Just an ordinary section divider in the binder.)
The icon at left links to a reduced-resolution (300dpi) PDF of this document (2 Megabytes). Here is a full-resolution (600dpi, 16 Megabytes) version: mlc-linotype-sales-manual-p38-0600rgbjpg.pdf
Printing Processes / Terms / Flow Charts
This section consists of three parts. This first is "Printing Processes and Their Relation to Type" (pp. 1-3). This first section is repeated from the "Sales Field" section . The second and third sections are new. The second section is a glossary of "Technical Terms You May Encounter" (pp. 3-10), which emphasizes the terminology of the photomechanical processes. The third section is a fold-out "Flow Charts of Printing Processes" (two fold-out pages and a final page (p. 11) explaining the flowcharts).
This section incorporates a wide fold-out chart. In the PDF as presented at left and below I have incorporated this chart in two ways: first as individual page-size scans across the chart and second as a complete scan of the chart (a composite of individual scans) scaled down to fit the page width of this PDF. (There is no need to show the chart folded up, as its folding is not "staggered" as was the case with the earlier Three Major Processes chart.) None of these methods is really satisfactory, but at least they include the chart so that someone who might come upon this PDF in isolation will not be confused. In the next section, I'll present it in a more manageable form by itself.
The icon at left links to a reduced-resolution (300dpi) PDF of this document (32 Megabytes). Here is a full-resolution (600dpi, 208 Megabytes) version: mlc-linotype-sales-manual-p39-0600rgbjpg.pdf
Flow Charts of Printing Processes
This is the "Flow Charts of Printing Processes", which is really a part of the previous section. This is a very wide fold-out chart which does not readily fit into the digital versions of the rest of this document. It was scanned in sections and pieced together manually. Here, it's presented as a single PDF by itself. For an explanation of this chart, see the previous section, Printing Processes & Their Relation to Type.
The icon at left links to a reduced-resolution (300dpi) PDF of this document (4.4 Megabytes). Here is a full-resolution (600dpi, 34 Megabytes) version: mlc-linotype-sales-manual-0600rgb-p40-composite.pdf
Talking About Type
"Talking About Type." It contains good illustrations of Linotype slugs with the terminology of their parts called out ("constant edge," "overhand," "wall," "shelf," and "ribs.") It also contains a brief history of type heavily influenced by the ideology of Johnston and the broad nibbed pen, which is (perhaps unfortunately) still current. There are also useful comments on interpreting the typographical data in the Linotype specimen books. Procedures for identifying type faces, and comments on Linotype Typographic Accessories, Accents, Decorative Materials, Rules, Figures, Fractions, Foreign Faces, Leaders, Universal Special Characters, Spaces, Typographic Refinements. Ruled Form Matrices and Tabular Composition. Evidence that Linotype cut matrices for Navajo, based on Metro (p. 20). Arguments on the proper set width of type and against Monotype set adjustment (pp. 22-23).
The icon at left links to a reduced-resolution (300dpi) PDF of this document (33 Megabytes). Here is a full-resolution (600dpi, 199 Megabytes) version: mlc-linotype-sales-manual-p41-0600rgbjpg.pdf
Finally, just because I like it, here is the illustration on the last page of this section as a full-resolution scan (1200dpi RGB PNG). It is both an amusing fantasy on type-making and a kind of deliberate irony - because it shows two workers engaged in making, by hand, a machine-cut punch. (This is not a type; the Linotype is a composing linecaster which neither uses nor produces types. It must be a machine-cut punch rather than a hand-cut punch or patrix because it has a flat shoulder rather than the faired-in lack-of-shoulder of those object. It must be a punch rather than a patrix because the Mergenthaler Linotype Company didn't make matrices by electroforming from patrices.)
The Cloister Family (Copy 1 of 3)
"The Cloister Family." Portions adapted from a much longer article by Paul A. Bennett, "On Recognizing Type Faces" ( The Dolphin, No. 2 (1935): 11-59.)
The utility in this and the following sections on specific typefaces is that they give the perspective of the salesman, quickly summarizing the utility of the type and its distinctive features, and comparing it with competitive types from Intertype, Monotype, and Ludlow.
Note: This particular copy of the Linotype Sales Manual includes this section on Cloister three times. Because this is a digital reprint of a specific physical book, I'll include all three as separate scans. This one is the first of the three.
The icon at left links to a reduced-resolution (300dpi) PDF of this document (6 Megabytes). Here is a full-resolution (600dpi, 37 Megabytes) version: mlc-linotype-sales-manual-p42-0600rgbjpg.pdf
The Cloister Family (Copy 2 of 3)
"The Cloister Family." Portions adapted from a much longer article by Paul A. Bennett, "On Recognizing Type Faces" ( The Dolphin, No. 2 (1935): 11-59.)
Note: This particular copy of the Linotype Sales Manual includes this section on Cloister three times. Because this is a digital reprint of a specific physical book, I'll include all three as separate scans. This one is the second of the three.
The icon at left links to a reduced-resolution (300dpi) PDF of this document (6 Megabytes). Here is a full-resolution (600dpi, 38 Megabytes) version: mlc-linotype-sales-manual-p43-0600rgbjpg.pdf
Salesense
"Salesense." This probably belongs up in the "Sales Procedures" section, but it was here in the physical volume, so here it is.
The icon at left links to a reduced-resolution (300dpi) PDF of this document (3.2 Megabytes). Here is a full-resolution (600dpi, 21 Megabytes) version: mlc-linotype-sales-manual-p44-0600rgbjpg.pdf
The Caledonia Family
"The Caledonia Family."
The icon at left links to a reduced-resolution (300dpi) PDF of this document (11 Megabytes). Here is a full-resolution (600dpi, 64 Megabytes) version: mlc-linotype-sales-manual-p45-0600rgbjpg.pdf
The Baskerville Family
"The Baskerville Family."
The icon at left links to a reduced-resolution (300dpi) PDF of this document (10 Megabytes). Here is a full-resolution (600dpi, 63 Megabytes) version: mlc-linotype-sales-manual-p46-0600rgbjpg.pdf
The Bodoni Family
"The Bodoni Family."
The icon at left links to a reduced-resolution (300dpi) PDF of this document (15 Megabytes). Here is a full-resolution (600dpi, 91 Megabytes) version: mlc-linotype-sales-manual-p47-0600rgbjpg.pdf
The Cloister Family (Copy 3 of 3)
"The Cloister Family." Portions adapted from a much longer article by Paul A. Bennett, "On Recognizing Type Faces" ( The Dolphin, No. 2 (1935): 11-59.)
Note: This particular copy of the Linotype Sales Manual includes this section on Cloister three times. Because this is a digital reprint of a specific physical book, I'll include all three as separate scans. This one is the second of the three.
The icon at left links to a reduced-resolution (300dpi) PDF of this document (5 Megabytes). Here is a full-resolution (600dpi, 29 Megabytes) version: mlc-linotype-sales-manual-p48-0600rgbjpg.pdf
The Spartan Family
"The Spartan Family." Mergenthaler insists that "The sheer logic of sound type design, which controlled the process of melding the [licensed Ludwig & Mayer] Erbar and the [Licensed Stempel] Grotesk, brought forth in Spartan a face very closely resembling the German Futura, made by the Bauer Foundry (and later adopted by license to Intertype)." Beyond origins, though, this study makes interesting reading because it covers all of the many aspects which characterize one type from another (rather than just letterform design).
The icon at left links to a reduced-resolution (300dpi) PDF of this document (24 Megabytes). Here is a full-resolution (600dpi, 151 Megabytes) version: mlc-linotype-sales-manual-p49-0600rgbjpg.pdf
Identifying Sans Serifs
"Identifying Sans Serifs."
The icon at left links to a reduced-resolution (300dpi) PDF of this document (4 Megabytes). Here is a full-resolution (600dpi, 26 Megabytes) version: mlc-linotype-sales-manual-p50-0600rgbjpg.pdf
Classified Advertising Typography
"Classified Advertising Typography." "'Classified' - a separate and distinct department in the newspaper's organization - a special type style and procedure in the composing room - an important factor in Linotype sales activities."
This section incorporates a wide fold-out chart (un-paginated, between p. 3 and p. 4). In the PDF as presented at left and below I have incorporated this chart in two ways: first as individual page-size scans across the chart and second as a complete scan of the chart (a composite of individual scans) scaled down to fit the page width of this PDF. (There is no need to show the chart folded up, as its folding is not "staggered" as was the case with the earlier Three Major Processes chart.) None of these methods is really satisfactory, but at least they include the chart so that someone who might come upon this PDF in isolation will not be confused. In the next section, I'll present it in a more manageable form by itself.
The icon at left links to a reduced-resolution (300dpi) PDF of this document (31 Megabytes). Here is a full-resolution (600dpi, 177 Megabytes) version: mlc-linotype-sales-manual-p51-0600rgbjpg.pdf
[Classified Advertising Faces (Charts)]
This is the fold-out set of charts showing "Four of Linotype's Popular Classified Faces," "Five Harmonizing Linotype Display Faces for Classified Pages," and "Four of Linotype's Popular Classified Faces - Set for Comparison of Space Used With Identical Copy and Number of Items in Each Column" which is really a part of the previous section. This is a very wide fold-out sheet which does not readily fit into the digital versions of the rest of this document. It was scanned in sections and pieced together manually. Here, it's presented as a single PDF by itself. For an explanation of this chart, see the previous section, Classified Advertising Typography.
The icon at left links to a reduced-resolution (300dpi) PDF of this document (9.5 Megabytes). Here is a full-resolution (600dpi, 53 Megabytes) version: mlc-linotype-sales-manual-0600rgb-p52-0600rgbjpg.pdf
Advertising Typography
"Advertising Typography." (except classified ads)
The icon at left links to a reduced-resolution (300dpi) PDF of this document (19 Megabytes). Here is a full-resolution (600dpi, 114 Megabytes) version: mlc-linotype-sales-manual-p53-0600rgbjpg.pdf
Preparation of Art Work
"Proper Preparation of Art Work for Good Newspaper Reproduction." Report No. 1 Prepared by the A.N.P.A. - A.A.A.A. Joint Committee on Newspaper Printing, December, 1948. This is an actual copy of the Report inserted into this binder. For the Mergenthaler version of it, see the section Good Newspaper Reproduction, below.
This was printed on newspaper stock ("Printed by the New York Times Under Actual Newspaper Publishing Conditions") and has consequently degraded significantly.
The icon at left links to a reduced-resolution (300dpi) PDF of this document (64 Megabytes). Here is a full-resolution (600dpi, 422 Megabytes) version: mlc-linotype-sales-manual-p54-0600rgbjpg.pdf
This Report is a study of detail issues in good reproduction of artwork in newspaper conditions, printed on newsprint so as to illustrate the issues by actual example. As such it is inherently analog, and no digital reprint can capture fully the original. For ordinary casual viewing, the 600dpi JPEG images of the PDF version reprinted above is sufficient. But students in the future will be hampered by lack of access to the materials of 20th century printing; already making a new stereotype plate would be extremely difficult, and soon making a plate-size photographic negative will be impossible. So here are 1200dpi PNG versions of the pages which contain images (these are the highest-resolution scans that I can presently do). These are still slightly pixellated, but they are better. They're also quite large - typically 200 to 220 Megabytes each. Most readers will not need them.
Four Veterans Talk About Sales
"Four Veterans Talk About Sales." Wilson Childers: "How We Can Improve Our Sales Organization." Harry Wilson: "Organizing a Sales Territory." Len Smith: "Wisconsin Goes for Mixers." Ray Burgoon: "Selling Wide-Range Linotypes."
Note: This particular copy of the Linotype Sales Manual includes this section twice. Because this is a digital reprint of a specific physical book, I'll include both as separate scans. This one is the first of the three.
Note also that the eight-page gathering in which this section was printed includes, as its last page, the "Ten Commandments of Good Business". This was reprinted separately in the first occurence of this section, above, but here I have included it in the section.
The icon at left links to a reduced-resolution (300dpi) PDF of this document (13 Megabytes). Here is a full-resolution (600dpi, 80 Megabytes) version: mlc-linotype-sales-manual-p55-0600rgbjpg.pdf
Good Newspaper Reproduction
"Good Newspaper Reproduction." "Excerpts from Reports Nos. 1 and 2 by the Joint Committee on Newspaper Printing, representing American Newspaper Publishers Association (ANPA) and the American Association of Advertising Agencies (AAAA), issued in 1948 and 1949..." This is a Mergenthaler version of material extracted from "Proper Preparation of Art Work for Good Newspaper Reproduction" (Report No. 1), reprinted from its original form above and "Preparation of Engravings and Duplicate Printing Materials for Good Newspaper Reproduction" (Report No. 2), reprinted from its original form below
The icon at left links to a reduced-resolution (300dpi) PDF of this document (22 Megabytes). Here is a full-resolution (600dpi, 149 Megabytes) version: mlc-linotype-sales-manual-p56-0600rgbjpg.pdf
Most of the pages with images in this section are duplicates of those presented - on newsprint - in the two original reports. One, p. 16, appears to be new. Here it is at 1200 dpi:
Preparation of Engravings and Duplicate Printing Materials
"Preparation of Engravings and Duplicate Printing Materials for Good Newspaper Reproduction." Report No. 2 Prepared by the A.N.P.A. - A.A.A.A. Joint Committee on Newspaper Printing, August, 1949. This is an actual copy of the Report inserted into this binder. For the Mergenthaler version of it, see the section Good Newspaper Reproduction, above.
This was printed on newspaper stock ("Printed by the New York Times Under Actual Newspaper Publishing Conditions") and has consequently degraded significantly.
The icon at left links to a reduced-resolution (300dpi) PDF of this document (41 Megabytes). Here is a full-resolution (600dpi, 269 Megabytes) version: mlc-linotype-sales-manual-p57-0600rgbjpg.pdf
As noted in the reprint of Report No. 1, above, this Report is a study of detail issues in good reproduction of artwork in newspaper conditions, printed on newsprint so as to illustrate the issues by actual example. It is inherently analog, and no digital reprint can capture fully the original. Here, for the same reasons articulated earlier, are the original page scans (1200 dpi RGB PNG). Thsee are large files (typically a bit over 200 Megabytes); for ordinary viewing you do not need them.
Sales Primer on Teletypesetter
"Sales Primer on Teletypesetter." A general overview of the Teletypesetter as a part of the system of newspaper production. It also tentatively attributes credit for the TTS unit system to Walter Morey, "who had been in earlier years a Monotype expert." Both systems use a unit of 1/18 Em. It also confirms that the Teletypesetter Corp. was a subsidiary of the Teletype Corp. (a relationship not always clear, and apparently suppressed by the TTS Corp. in materials for Mergenthaler). The Teletype Corp. was in turn a subsidiary of Western Electric (a relationship which is well known).
The icon at left links to a reduced-resolution (300dpi) PDF of this document (16 Megabytes). Here is a full-resolution (600dpi, 101 Megabytes) version: mlc-linotype-sales-manual-p58-0600rgbjpg.pdf
Linotype's Interest in the Davidson Products
"Linotype's Interest in the Davidson Products."
The icon at left links to a reduced-resolution (300dpi) PDF of this document (7 Megabytes). Here is a full-resolution (600dpi, 44 Megabytes) version: mlc-linotype-sales-manual-p59-0600rgbjpg.pdf
This section includes an illustration of various new Davidson products (the Model 225 Davidson Multiple Dual, the re-engineered Model 251 Davidson Dual, and various paper handling attachments). It is probably best read as a part of the PDF, above. The version of it below, and the link below that, link to the full-resolution original scan. This is 249 Megabytes; you don't need it for average viewing.
News Body Faces
"News Body Faces." Issues in type for newsprint. Detailed comparisons of Linotype No. 1, Ionic No. 5, Excelsior, Opticon, Paragon, Corona. Also Times Roman. Comparison with Intertype faces. Quick guide to identifying nine faces based on 'g'.
The icon at left links to a reduced-resolution (300dpi) PDF of this document (30 Megabytes). Here is a full-resolution (600dpi, 182 Megabytes) version: mlc-linotype-sales-manual-p60-0600rgbjpg.pdf
Here are the original scans of the two pages which have halftone images (1200dpi RGB PNG, about 180 Megabytes each):
The Effects of Shrinkage in Stereotyping
"The Effects of Shrinkage in Stereotyping." Note: The process of stereotyping, which might be unfamiliar to a modern reader, is described on p. 4 of this section. Two language notes may assist in the understanding of stereotyping today. First, our current use of the word "stereotype" derives from its use as a printing technology, not vice versa. Second, the prefix "stereo-" means "solid," not "two." A "stereotype" plate is a solid printing plate rather than one composed of individual types or slugs. Stereophonic sound is "solid" or three-dimensional sound (which happens to require two speakers).
The icon at left links to a reduced-resolution (300dpi) PDF of this document (16 Megabytes). Here is a full-resolution (600dpi, 94 Megabytes) version: mlc-linotype-sales-manual-p61-0600rgbjpg.pdf
[Stereotype Shrinkage Test Pages, Part 1 of 2]
A set of test pages printed to illustrate stereotyping shrinkage. These are described starting on p. 8 of the Effects of Shrinkage in Stereotyping section, above. Briefly, these are abbreviated versions prepared for this Sales Manual of a set of 16 sheets made to show the effects of shrinkage in stereotyping to various degrees and in various conditions. It was typeset in six faces, all from the "Linotype Legibility Group" of typefaces (Ionic No. 5, Corona, Excelsior, Paragon, Opticon, and Times Roman). The original collection demonstrated four degrees of shrinkage (none, plus 1/2 inch, 13/16 inch, and 1 1/8 inch over an eight-column page). These four examples were printed on four different kinds of paper (warm and cool gray newsprint, white book paper, and gray book paper to simulate newsprint) for a total of 16 sheets. The version printed here includes only the gray book paper version. These were, further, cropped in presentation (to six columns) and split to show just the upper and the lower portions of the entire sheets. The section here includes the upper portions.
These sheets are difficult to show digitally, as they were meant to be handled physically. They consist of four sheets, each printed at a different degree of shrinkage. These have been cropped (in the original) so that when laid on top of each other all of them are at least partly visible. I've reprinted them here by taking successive scans of the entire stack, removing the top remaining sheet at each scan.
The icon at left links to a reduced-resolution (300dpi) PDF of this document (13 Megabytes). Here is a full-resolution (600dpi, 74 Megabytes) version: mlc-linotype-sales-manual-p62-0600rgbjpg.pdf
[Stereotype Shrinkage Test Pages, Part 2 of 2]
This is the second part of a set of test pages printed to illustrate stereotyping shrinkage. For a description of them, see the reprint of the first part, above.
The icon at left links to a reduced-resolution (300dpi) PDF of this document (16 Megabytes). Here is a full-resolution (600dpi, 83 Megabytes) version: mlc-linotype-sales-manual-p63-0600rgbjpg.pdf
Cold Type
"Cold Type." Both phototypesetting and photolettering, but not composition by typewriter. (For typewriter composition as a threat to hot metal, see "Relative Costs of Near-Print Processes," above.
The icon at left links to a reduced-resolution (300dpi) PDF of this document (13 Megabytes). Here is a full-resolution (600dpi, 78 Megabytes) version: mlc-linotype-sales-manual-p64-0600rgbjpg.pdf
The blue divider shown below was supplied with the binder and would normally indicate the end of the material in it. The two sections following it were inserted after it in the original. Some of the language used in them (e.g., "Rangemaster" rather than "Wide-Range") indicates that they may be of a slightly later date.
[divider]: [Un-named section]
This section is set off from the earlier material by a blue cardstock divider with no label.
The icon at left links to a reduced-resolution (300dpi) PDF of this document (4 Megabytes). Here is a full-resolution (600dpi, 29 Megabytes) version: mlc-linotype-sales-manual-p65-0600rgbjpg.pdf
"Why You Should Invest in New Equipment"
"Why You Should Invest in New Equipment." Case studies in selling "(1) 5 Linotype Hydraquadders for outside application, and (2) a battery of 8 Comets with full TTS equipment."
The icon at left links to a reduced-resolution (300dpi) PDF of this document (5.7 Megabytes). Here is a full-resolution (600dpi, 37 Megabytes) version: mlc-linotype-sales-manual-p66-0600rgbjpg.pdf
The Ludlow System
"The Ludlow System." Selling the "Rangemaster" Linotypes against the Ludlow for display work. It is interesting to note that by this time there was no mention of the "All-Purpose-Linotype," the direct competitor to the Ludlow that they had introduced in the 1930s.
Note: Earlier sections of this manual referred to these machines by their earlier name, "Wide-Range Linotypes." See, for example, the section earlier on The Product to Be Sold, pp. 5-6.
The icon at left links to a reduced-resolution (300dpi) PDF of this document (6.3 Megabytes). Here is a full-resolution (600dpi, 39 Megabytes) version: mlc-linotype-sales-manual-p67-0600rgbjpg.pdf
Binder Back Cover
The back of the binder, inside and out.
The icon at left links to a reduced-resolution (300dpi) PDF of this document (5.4 Megabytes). Here is a full-resolution (600dpi, 36 Megabytes) version: mlc-linotype-sales-manual-p68-0600rgbjpg.pdf
Binder Back Cover [different scan]
This is a different scan of just the back cover on a different scanner (larger bed, but color a bit off).
The icon at left links to a reduced-resolution (300dpi) PDF of this document (8.2Megabytes). Here is a full-resolution (600dpi, 27 Megabytes) version: mlc-linotype-sales-manual-pb9999-0600rgbjpg.pdf
If the Linotype Sales Manual reprinted here is considered to have been published when it was printed, then it is now in the public domain due to the failure to include a copyright notice, as was then required. If, on the other hand, it is considered to have been unpublished, then it would now be in copyright (even though it would not have been at the time of its printing). However, the current owner of the original paper copy of this book, William Spurling, has obtained permission from the Heidelberger Druckmaschinen AG, current heirs to the non-digital-type assets of the former Mergenthaler Linotype Company, to reprint older Mergenthaler documentation. See http://www.linotype.org/OnLineDocs/permission.html. They request that the sentence "Reprinted with the permission of Heidelberger Druckmaschinen Aktiengesellschaft" be used.
Neither William Spurling (who owns the paper original of this document) nor Dr. David M. MacMillan (who digitized it) assert any further or new rights to this material.
Note that this Linotype Sales Manual incorporates at times material originally published elsewhere. Some of this material may be in copyright in its own right. When so, further reproduction of this material beyond its incorporation in this Linotype Sales Manual may be restricted.
All portions of this document not noted otherwise are Copyright © 2013 by David M. MacMillan and Rollande Krandall.
Circuitous Root is a Registered Trademark of David M. MacMillan and Rollande Krandall.
This work is licensed under the Creative Commons "Attribution - ShareAlike" license. See http://creativecommons.org/licenses/by-sa/3.0/ for its terms.
Presented originally by Circuitous Root®
Select Resolution: 0 [other resolutions temporarily disabled due to lack of disk space]
