Layout in Advertising.

William Addison Dwiggins was born in Martinsville, Ohio, in 1880. As a young man he studied lettering with Fred Goudy at the Frank Holm School in Chicago.

The title of this manual, Layout in Advertising, clearly states what it’s about. It includes a section specifically concerned with type, yet how much one might learn about the subject is debatable. Ironically, Dwiggins himself would later move away from advertising in favor of book design work. He was also an important type designer (creating Electra, Caledonia, Metro, and other typefaces for the Linotype Corporation of Brooklyn, NY); as well as being a puppeteer, and an articulate polemicist.