Layout in Advertising.

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Creator

W.A. Dwiggins (1880–1856)

Title

Layout in Advertising.

Publisher

Harper & Brothers Publishers

Date

1928 (revised edition 1948)

Coverage

New York

Subject

Octavo

Description

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.

Relation

LENDER: Jerry Kelly