file which includes the original illustrations4 ,see #fcdbf-;h4htm or #fcdbf-;h4zip3 7https3_/_/www4gutenberg4org_/cache_/epu b_/#fcdbf_/pg#fcdbf-;images4html7 or 7https3_/_/www4gutenberg4org_/files_/#fc dbf_/fcdbf-;h4zip7 ,images of the original pages are available through ,hathi,trust ,digital ,library4 ,see https3_/_/hdl4handle4net_/#bjbg_/mdp4#ci jaejadeecgaf ,transcriber's note3 ,italicized text is surrounded by underscores3 italics4 ,typophile ,chap ,books3 #cj ,,will ,,bradley ,,his ,,chap ,,book ,illustration ,,an ,,account1 ,,in ,,the ,,words ,,of ,,the ,,dean ,,of ,,american ,,typographers1 ,,of ,,his ,,graphic ,,arts ,,adventures3 ,,as ,,boy ,,printer ,,in ,,ishpeming2 ,,art ,,student ,,in ,,chicago2 ,,designer1 ,,printer ,,and ,,publisher ,,at ,,the ,,wayside ,,press2 ,,the ,,years ,,as ,,art ,,director ,,in ,,periodical ,,publishing1 ,,and ,,the ,,interludes ,,of ,,stage1 ,,cinema ,,and ,,authorship ,new ,york3 ,the ,typophiles #aiee ,the special contents of this edition are copyright #aiee by ,paul ,a4 ,bennett for the ,typophiles 99 99 99 ,printed in the ,united ,states of ,america ,illustration ,,an ,,introduction ,,this ,,is ,a ,,difficult ,,task4 ,i agreed to write an introduction to ,will ,bradley1 ,his ,chap ,book before ,i had seen the book's text itself4 ,now ,i have encountered here the gaiety1 courage1 vitality of this man who romped like a breeze through ,american graphic arts for several decades--and ,i feel that my part should be little more than the opening of a door to this perennial springtime freshness4 ,but still there is something to talk about that he1 modest man1 hasn't even mentioned4 ,and that is the impact of his work on his time4 ,it should be talked about1 because it is hard to realize today1 in our state of emancipation1 what a closed and stuffy room ,bradley entered--and opened to the sun and air4 ,across the ,atlantic1 the ,nineteenth ,century was bursting its seams3 ,morris failing to revive medievalism but startling his world with a revival of fine craftsmanship2 ,beardsley1 the ,yellow ,book and their avant garde galaxy startling their world in quite a different way2 ,toulouse-,lautrec spreading modern art in the kiosks of ,paris when only a handful knew anything about ,cezanne1 ,van ,gogh1 ,seurat2 barriers being demolished everywhere4 ,in ,america1 these goings-on were known to a few connoisseurs amid a vast indifference4 ,it was ,bradley in the ,nineties who made the ,american public stir in its sleep and at least crack an eye4 ,in the next decade he and the many who followed him were well advanced in the lively morning of a day that isn't over yet4 ,there were derivative traces in ,bradley's early work--and whose hasn't8--but when he hit his stride it wasn't ,europe's leadership he followed4 ,he discovered ,american colonial typography1 bold and free1 and from that springboard he took off into a career of non-archaic1 non-repetitive1 exuberant and exhilarating design4 ,in its way it was as ,american as the ,declaration of ,independence4 ,in this field we have never had any more indigenous art than ,bradley's4 ,he was a native1 corn-fed ,american in another way1 too4 ,it was a time when ,kelmscott ,house had set a pattern1 and the only pious ambition for a serious typographic designer was to produce meticulous limited editions for equally limited collectors4 ,bradley may have had some such idea in mind when he started the ,wayside ,press1 but thank ,god it didn't work4 ,there was a lusty1 democratic ambition in that slight body1 and it thrilled him to speak to thousands1 even millions1 instead of just scores4 ,the turbulent current of ,american commercial and industrial life appealed to him more than any exquisite backwater4 ,so he spread his work over magazines1 newspapers1 the advertising of such houses as the ,strathmore ,paper ,company1 his own lively but not limited publications1 even the movies4 ,so he enormously enriched our arts2 and he smashed more false fronts and took more liberties--successfully--than anyone has done before or since4 ,now his retirement has lasted almost as long as his active career4 ,his work has been absorbed into our culture so completely that many of the young men cavorting brilliantly in his wake today are scarcely aware of their debt to him--the pioneer and pacemaker4 ,they should be--he is aware of them3 he closes here with chuckling praises of the fine1 free-handed job they are doing4 ,there was always a giant's spirit in this powerful little man1 and it's as strong and generous now as it ever was4 ,my memory is long enough that ,i can say for all these latecomers1 8,thank you no end for everything1 ,will ,bradley40 ,,walter ,,dorwin ,,teague ,new ,york ,may1 #aied ,will ,bradley1 ,his ,chap ,book ,illustration ,,the ,,boy ,,printer ,,of ,,ishpeming ,it is graduation day in the little brown schoolhouse on ,baltimore ,street in ,lynn1 ,massachusetts1 just outside ,boston4 ,miss ,parrot is the teacher--a dear6 ,you are six years old2 next month you will be seven4 ,the blackboard is covered with chalk drawings3 sailboats1 steamboats1 ferryboats1 trains of cars1 houses1 people and animals4 ,you are the artist4 ,your mamma1 with other mammas1 is sitting on the platform1 proud of her ,willie--who is probably plenty proud of himself4 ,lynn is a shoe town4 ,this is #ahge4 ,most of the work is done by hand4 ,the employees are all natives--,universalists and ,unitarians1 probably4 ,many women work at home1 binding uppers and tongues of high1 lace shoes4 ,you have a little express wagon4 ,you carry finished work back to the factories and return with a supply of unfinished4 ,for each trip you are paid five cents4 ,with your savings you buy a printing press4 ,it is the kind you place on a table and slap with the palm of your hand4 ,in business offices it is used to stamp date lines4 ,your father is drawing cartoons for a ,lynn daily--perhaps the ,daily ,item4 ,he brings you a box of pi4 ,when you succeed in finding a few letters of the same font you file them to fit the type slot in the press4 ,your father is ill1 an aftermath of the ,civil ,war4 ,you have moved to the section called ,swampscott4 ,this is too far away for you to attend the school to which your class has gone4 ,your mother goes out every day to do dress-making4 ,a playmate takes you to his school4 ,but most of the time you remain at home with your father4 ,he tells you he hasn't long to live1 says you have been a good boy and that when you grow up you will want to be an artist and there will be no money for your education4 ,he gives you much fine advice which you never forget4 ,then he sends you out to play4 ,you go to ,fisherman's ,beach and watch the fishermen take lobsters out of the boiling pot4 ,they give you the little ones the law forbids selling4 ,you crack them on a rock1 and have a feast4 ,sunday mornings1 or occasionally on a ,saturday night1 you go to the baker's and get your warm pot of baked beans and buy a loaf of brown-bread--always an event of delicious anticipation4 ,between meals1 when you are hungry1 there is often a cold cod-fish cake to be found in the pantry4 ,your mother and you are now alone in the world and you are on the 8,narrow ,gauge0 on your way to ,boston4 ,you are sucking a 8picklelime10 always found in glass jars at the candy counter of every railroad and ferry waiting room4 ,it will be made to last until you reach ,boston and are at the ,park ,street corner of the ,common watching the ,punch and ,judy show while your mother is shopping4 ,at noon you sit in a booth and eat clam chowder at a restaurant on ,corn ,hill4 ,after the meal your mother takes you to a wholesale house where she has a friend4 ,here you are bought a suit of clothes4 8,but isn't it too big1 ,mamma80 8,yes1 dear2 but children grow very fast and soon it will fit you--and ,mamma can't afford to buy you a new suit every year40 ,and now you are on your way to ,northern ,michigan1 where your mother has a sister whose husband is paymaster at the ,lake ,superior ,iron ,mine4 ,en route you stop at ,providence where you are intrigued by the teams of twenty or more horses that pull freight cars through the downtown districts4 ,you think it would be fine to be a teamster4 ,at ,thompsonville1 ,connecticut1 you go to school for a few weeks4 ,on circus day you are allowed to have a vacation4 ,you ride a pony in the parade and ask your mother if you can't join the circus and ride in the parades every day4 ,it is your first day in the little mining town of ,ishpeming4 ,you are standing in the middle of the road watching children going home from school2 the girls giggle1 the boys laugh at the new boy in a too-big suit4 ,one little girl has cute pigtails4 ,you like her4 ,you are now quite grown up1 nearly ten4 ,at a ,sunday-school picnic you tell the little girl you are someday going back to ,boston and learn to be an artist4 ,you ask her to wait for you4 ,she promises4 ,with this important problem settled you can now give all of your attention to the question of how you are to get an art education4 ,in the fall you go to school and somehow manage to pull through4 ,your uncle and aunt go for a visit 8back ,east40 ,your mother keeps house for your cousins4 ,every night when you go to bed you kneel down and ask ,god to tell your uncle to bring you a printing press1 the kind with a lever1 like the ones shown in the ,youth's ,companion4 ,your uncle brings you an ,ingersoll dollar watch4 ,it is your second year in school4 ,you now have a step-father4 ,he is a fine man and you like him and he likes you--but of course you can't expect him to pay for your art education4 ,you are having trouble with arithmetic--something in division4 ,teacher says1 8,take your books and go home1 ,willie1 and remain until you have the correct answer40 ,you don't like arithmetic1 anyway4 8,mother10 you ask1 8may ,i go to work and earn money so ,i can learn to be an artist80 ,your mother is troubled4 ,finally she says1 8,perhaps it will be for the best40 ,you go to the office of the ,iron ,agitator1 that later became ,iron ,ore4 ,george ,a4 ,newett is the owner and editor4 ,this is the ,george ,a4 ,newett and the newspaper that were later sued for libel by ,theodore ,roosevelt4 ,the trial took place in ,marquette1 ,michigan1 and ,mr4 ,roosevelt won a verdict of six cents4 ,you are put to work washing-up a ,gordon press4 ,then you receive your first lesson in feeding4 ,there is power1 a small engine mounted on an upright boiler1 for the newspaper press4 ,the two jobbers are kicked4 ,having half an hour of leisure you learn the lay of a lower-case beside the window--where you can proudly wave to the schoolchildren as they are going home to their noon meal4 ,you are now a working man--wages three dollars a week4 ,country newspaper shops train and use local help for straight matter4 ,for job work1 ads and presswork they depend upon itinerant job printers1 who seldom remain as long as six months in any one town4 ,when the ,iron ,ore job printer leaves you are sorry4 ,he has been a kind and patient teacher4 ,you are now twelve4 ,mr4 ,newett employs a new devil and you set jobs1 advertising display1 make up the paper and are responsible for all presswork4 ,your wages are increased to six dollars a week4 ,when the motor power fails1 as it does frequently1 you go out on the street and employ off-shift miners to operate the press by means of a crank attached to the flywheel4 ,at this early date the print shop is above a saloon and in one corner of a big barn of a room that had been a lodge hall4 ,in winter it is heated 787 with one stove4 ,you go to work at seven and quit at six4 ,the outside temperature is below zero4 ,you and your devil forage in the snowdrifts of the alley back of the building and 8borrow0 packing boxes to get kindling for the stove and boiler4 ,the ,peninsula ,record1 across the street1 is a four-page tabloid4 ,it is printed one page at a time on a large ,gordon4 ,the owner and editor is ,john ,d4 ,west4 ,he offers you eight dollars a week4 ,you are not that important to ,mr4 ,newett--and the extra two dollars will enable you to begin saving after paying board and buying your clothes4 ,in a few months ,iron ,ore moves into a new store-building4 ,you are now thirteen and ,mr4 ,newett offers you ten dollars a week and the acknowledged position of job printer4 ,at fourteen this wage is increased to twelve4 ,at fifteen you are spoken of as foreman and are receiving fifteen dollars a week--in '#he a man's wages4 ,this is the early ,eighties4 ,small towns such as ,ishpeming are 8easy pickings0 for traveling fakers4 ,their advance is always heralded by the exchanges4 ,they clean up at the expense of local merchants4 ,all editors warn them to keep away4 ,iron ,ore print shop is on the ground floor4 ,the editor's sanctum is at the front4 ,his desk is at the big window4 ,it is nearly nine o'clock on a ,friday night--8make-up0 time4 ,mr4 ,newett has written his last sheets of copy and is reading proof4 ,at the corner of ,main and ,division1 diagonally across from the office1 a faker is selling soap4 ,in one wrapper he pretends to place a five dollar bill--a version of the 8old army game40 ,he is standing in a market wagon and has a companion who strums a guitar and sings4 ,attached to an upright and above his head is a kerosene flare4 ,mr4 ,newett walks leisurely to where there are several guns and fishing rods in a corner4 ,he is an inveterate sportsman in a land where game1 deer and fish1 is plentiful4 ,selecting a rifle he walks to the door and casually puts a bullet through the kerosene tank1 then returns to his proof reading4 ,thoroughly likable1 this pioneer editor--a fine boss1 a true friend6 ,you and a compositor now have control of the town bill posting4 ,when there are no theater or patent medicine ads to put up you cover the boards with blank newsprint and letter and picture advertisements for the stores4 ,you are sixteen1 almost seventeen4 ,a sheet of newsprint is tacked on the printing-office wall and1 using marking ink and a brush1 you are picturing and lettering a masquerade poster for the roller rink4 8,who is this young artist80 ,the speaker is ,frank ,bromley1 a well-known landscape painter from ,chicago4 ,you tell him about your father and that you are going back to ,boston to study art4 ,he suggests your stopping off in ,chicago to see him4 ,says he can perhaps help you4 ,you are nearly seventeen and already you have saved more than fifty dollars4 ,by the early fall you have four twenty-dollar gold pieces under your socks in the top till of your trunk4 ,wages are always paid in gold and silver4 ,you are now ready to start for ,chicago4 ,two weeks later you are on your way4 ,illustration ,,first ,,sojourn ,,in ,,chicago ,the artist has a studio near the ,mc,vickar ,theater on ,madison ,street4 ,it is the typical atelier of the ,victorian ,eighties3 oriental drapes1 screens and pottery4 ,jules ,guerin1 then an art student and later a contributor to ,century1 ,harper's and ,scribner's1 is clearing up and tidying for the day4 ,mr4 ,bromley takes you to ,lyon ,healy4 ,yes1 ,mr4 ,lyon1 or maybe it was ,mr4 ,healy1 can start you as an apprentice4 ,however1 a young man beginning a career should be most careful in making his selection4 ,you have been careful4 ,you want to be an artist4 ,but the business of ,lyon ,healy is musical instruments1 not art4 ,next morning you are introduced to ,mr4 ,rand1 or ,mr4 ,mc,nally4 ,a ,mr4 ,martin then sends you upstairs1 a couple of flights1 to ,mr4 ,robinson in the designing and engraving department4 ,beginners do not receive any pay1 but you are put to work at a long table facing a row of windows and with yards and yards of unbleached cotton-cloth stretched on a wire at your back4 ,you are now learning to engrave tints on wood-blocks--under the erroneous impression that designers and illustrators engrave their own blocks4 ,mr4 ,bromley has found a room for you at the home of a friend1 an art dealer4 ,it is at ,vincennes ,avenue and ,fifty-ninth ,street4 ,you walk to and from ,rand ,mc,nally's1 located on ,monroe ,street1 dreaming happily4 ,one morning1 after a few weeks of getting nowhere1 for you are no master of tint-cutting1 it percolates through your skull that inasmuch as wood-engravers never seem to be doing any designing probably designers never do any engraving4 ,a momentous discovery1 this1 for you have broken into your last twenty-dollar gold piece--as a matter of fact there is just about enough left to pay for taking your trunk to the depot and to buy a second-class ticket back to that printing shop in ,northern ,michigan4 8,sometime1 if you care to come back10 states ,mr4 ,robinson1 in a letter which must have been written immediately after your departure1 8and if you will remain half an hour later in the evening and sweep out1 and come in a half hour earlier in the morning and dust1 ,rand ,mc,nally will pay you three dollars a week40 ,illustration ,,second ,,sojourn ,,in ,,chicago ,a few months later1 when you have just turned into your eighteenth year and have saved sixty dollars1 three twenty-dollar gold pieces1 it is time to return to ,chicago4 ,you tell ,mr4 ,newett4 ,he wishes you well and says that if you care to remain with ,iron ,ore he will take you into partnership when you are twenty4 ,this is a big temptation4 ,you admire and like your boss4 ,he is a grand person--your idol4 ,saying goodbye involves a wrench4 ,you are now back with ,r-,m staying half an hour at night and getting to work a half hour earlier in the morning and all is well with the world4 ,at the time of your first visit to ,chicago1 line photo-engraving was not even a whisper1 and halftones were not even dreams4 ,on your second visit1 pen drawings are beginning to receive direct reproduction4 ,folding machines are unknown2 and in a large loft1 at long tables1 dozens upon dozens of girls are hand-folding railroad timetables4 ,this loft is on a level with the designing department4 ,between the two there is a brick wall through which1 about two feet up from the floor1 has been cut an opening in which there is a heavy1 tin-covered sliding door4 ,when you take #ad #bb metal plates down to the foundry to be routed--by someone else1 for you don't like machines--you pass through this loft1 between the girl-adorned tables4 ,you1 in turn1 are adorned with the side-whiskers known as mutton-chops--trying to look older than your years4 ,also1 in accord with the custom of the times1 you wear tight-fitting pants4 ,one day1 in returning from the foundry with a metal plate on your shoulder1 you pull back the sliding door and when you lift one leg to step through the opening the pants rip where the cloth is tightest4 ,on another occasion when again carrying a plate on your shoulder your jacket pocket catches on a key at the end of a paper-cutter shaft and the shoddy that had once proved so disastrous in your pants now probably averts a serious accident4 ,web presses and automatic feeders are also absent4 ,in the basement at ,rand ,mc,nally's there is a battery of drum-cylinders printing ,james ,s4 ,kirk 8,american ,family ,soap0 wrappers4 ,the stock is thin1 red-glazed paper1 and the sheets a double #bd #cf1 or perhaps even larger4 ,you marvel at the skill with which boys do the feeding2 but even greater is your wonder at the hand-jogging and cutting of these slippery and flimsy sheets4 ,invitations are sent out for an inspection of the composing-room of the ,chicago ,herald1 now newly equipped throughout with ,hamilton labor-saving furniture4 ,you attend4 ,compositors are sticking type for the next edition4 ,a little later the ,herald places on display its first web press4 ,this showing is in a ground-floor room1 a step or two down from the street1 next door to the ,chicago ,opera ,house1 where ,kiralphry's ,black ,crook is now playing and ,eddie ,foy is putting audiences in 8stitches40 ,the press is a single unit standing in a shallow pit surrounded by a brass rail4 ,comes now the winter4 ,it is a ,saturday4 ,you are at the home of your boss4 ,he has invited you to spend the afternoon learning how to paint4 ,his easel is set up in the basement dining room4 ,he is talking to you about religion1 gravely concerned at learning that you sometimes attend the ,universalist church4 ,he believes you to be a heathen and suggests that you become converted and join a fundamentalist church--says that as long as you remain outside the fold and thus are not a ,christian he cannot be interested in helping you become an artist4 ,the dear man6 ,he wants so much to save your soul4 ,meanwhile1 his good wife is laying the table for their evening meal4 ,her smile is motherly4 ,maybe she has guessed you were counting the plates4 ,pleasant odors come from the kitchen4 ,our gracious host brings your coat1 helps you put it on1 hands you your hat1 opens the door and you step out into a ,chicago snowstorm4 ,at this point the script calls for slow music and heart-rending sobs--another ,kate ,claxton in the ,two ,orphans4 ,also for melodrama6 ,this is a beautiful snowstorm4 ,the evening is mild and the flakes are big4 ,they sail lazily through the amber light of the street lamps1 feather the bare branches of trees that print a fantastic pattern against the red-brick housefronts4 ,the drifts must be at least an inch deep4 ,and tomorrow 444 tomorrow1 you will1 as always happens on ,sunday1 go to a restaurant on ,clark ,street where you will be served two pork tenderloins1 flanked by a mound of mashed potatoes topped with gravy1 and one other vegetable1 and supplemented by bread and butter and a cup of coffee--all for twenty cents4 ,joy bells ringing6 ,a couple of weeks later you are standing at a case in the printing plant of ,knight ,leonard4 ,mr4 ,leonard happens to be passing4 ,he stops and glances at your galley1 type arrangement for a catalog cover4 ,he is interested and asks where you learned job composition4 ,in one graphically condensed paragraph1 dramatically composed1 for it has been prepared in advance in anticipation of this much wished-for opportunity1 you tell the story of your life--and make a momentous proposition4 ,the next morning you are seated at a flat-top desk in the second-floor office4 ,you have your drawing material and are designing a new booklet cover for the stationery department of ,a4 ,c4 ,mc,clurg4 ,it is understood that when orders for drawing fail you will fill in by setting type4 ,now you are1 at nineteen1 a full-fledged designer and working at a window opposite ,spalding's4 ,on playing days you watch ,pop ,anson and his be-whiskered team enter a barge and depart for the ball park4 ,one day a young man appears at ,k ,l's with proofs of halftone engravings4 ,he has been with the ,mathews ,northrup ,press in ,buffalo1 where he had learned the process4 ,he is now starting an engraving plant in ,chicago4 ,k ,l print some specimen sheets on coated paper4 ,these are probably the first halftones ever engraved in ,chicago1 also the first printing of halftones4 ,k ,l are ,chicago's leading commercial printers1 quality considered4 ,mr4 ,knight is a retired ,board of ,trade operator4 ,mr4 ,leonard is the practical printer4 ,he is also the father of ,lillian ,russell4 ,once1 when she is appearing in ,chicago1 ,miss ,russell visits at the office4 ,you are thrilled4 ,a man1 trained in ,germany1 grinds ink for ,k ,l4 ,he is located on the floor above the office4 ,you occasionally visit him4 ,he gives you much good advice4 ,the ,inter ,ocean1 located on the next corner1 installs a color press4 ,the ,k ,l ink expert helps get out the first edition4 ,for two years or more you occupy that desk and never again see the composing room4 ,during this period1 while receiving twenty-four dollars a week1 you marry that young lady of your ten-year-old romance4 ,the ,j4 ,m4 ,w4 ,jeffery ,co41 show printers1 is turning out some swell posters designed by ,will ,crane4 ,they are printed from wood-blocks and are wonders4 ,an artist by the name of ,frank ,getty is designing labels in the ,chicago sales-office of the ,crump ,label ,company4 ,they are a glorious departure from the conventional truck of the label lithographers4 ,joe ,lyendecker is designing covers in color for paper-bound novels4 ,they are gorgeous4 ,there are no art magazines or other publications helpful to designers4 ,you1 like others1 have a scrap-book made up of booklet covers1 cards and other forms of advertising4 ,a designer by the name of ,bridwell is doing some thrilling work for ,mathews ,northrup in ,buffalo1 a concern that is setting a stiff pace for other railroad printers4 ,abbey1 ,parsons1 ,smedley1 ,frost and ,pennell1 and ,charles ,graham in ,harper's ,weekly1 are models for all illustrators4 ,you are now free-lancing and making designs for ,mr4 ,kasten of the ,mc,clurg stationery department4 ,you have a studio in the new ,caxton building on ,dearborn ,street4 ,you work all of one day and night and part of the next day on some drawings for ,mr4 ,kasten4 ,he comes to get them at four o'clock on the afternoon before ,christmas4 ,you tell him you haven't eaten since the previous night4 ,he takes you and your drawings in a cab and stops at a saloon in the ,mc,vickar ,theater building and buys you an egg nog4 8,drink this10 he says4 8,it will put you on your feet until you reach home and can get dinner40 ,it is only a glass of milk and egg--and looks harmless4 ,you get on the ,madison ,street horse-car1 and take a seat up front4 ,there is straw on the floor to keep your feet warm4 ,you promptly go to sleep4 ,the car bumps across some tracks and you wake long enough to know your stop is only two blocks away4 ,in getting off the car the straw tangles your feet and you seem to be falling over everyone4 ,the sidewalk is not wide enough for you4 ,this being a new section1 the planks are a foot or more above the ground4 ,you walk in the road4 ,in these early ,nineties no cash is needed to buy a printing outfit1 just an agreement to pay a monthly installment4 ,you buy a ,golding press1 a type-stand1 a small stone and a few cases of ,caslon and an ,english text4 ,you are probably itching to play a little with printing4 ,you do not find time to do more than lay the type4 ,a letter comes from your wife's sister in ,south ,dakota4 ,it states that a neighbor's son or brother1 or some near relative1 is in ,chicago1 that he is interested in art1 and it asks will you look him up4 ,he is a bookkeeper and cashier in a ground-floor real-estate office at the corner of ,clark and ,dearborn4 ,his name is ,fred ,goudy4 ,he wants to get into the printing business1 in a small way4 ,you tell him of your small outfit and that he can have it and the benefit of payments made if he will assume future installments4 ,he agrees4 ,illustration ,,the ,,gay ,,nineties ,chicago a phoenix city risen from the ashes of its great fire2 downtown business buildings two1 three and four stories high1 more of former than latter1 few a little higher1 elevators a rare luxury2 across the river many one-story stores and shops with signs in large lettering1 pioneer style1 on their false fronts2 streets paved with granite blocks echo to the rumble of iron-tired wheels and the clank of iron-shod hoofs2 a continuous singing of steel car-cables on ,state ,street and ,wabash ,avenue2 horse-drawn cross-town cars thickly carpeted with straw in winter2 outlying residential streets paved with cedar blocks2 avenues boasting asphalt4 ,bonneted women with wasp waists1 leg o' mutton sleeves1 bustles1 their lifted1 otherwise dust-collecting1 skirts revealing high-buttoned shoes and gaily-striped stockings2 men in brown derbies1 short jackets1 high-buttoned waist-coats1 tight trousers without cuffs and1 when pressed1 without pleats2 shirts with ,piccadilly collars and double-ended cuffs of detachable variety 7story told of how a famous author's hero1 scion of an old house1 when traveling by train1 saw a beautiful young lady1 undoubtedly of aristocratic birth1 possibly royal1 and wanting to meet her1 love at first sight1 object matrimony1 first retires1 with true blue-blood gentility1 to wash-room and reverses cuffs4 ,romance1 incident ruthlessly deleted by publisher1 proves a best seller74 ,black walnut furniture upholstered in hair-cloth1 pride of many a ,victorian parlor1 is gradually being replaced by golden oak and ash2 painters' studios1 especially portrait variety1 are hung with oriental rugs and littered with oriental screens and pottery4 ,high bicycles1 the ,columbia with its little wheel behind and the ,star with the little wheel in front1 soon to disappear1 are still popular4 ,low wheels1 called 8safeties10 are beginning to appear1 occasionally ridden by women wearing bloomers4 ,pneumatic tires unknown4 ,recognized now as a period of over-ornamentation and bad taste1 the ,nineties were nevertheless years of leisurely contacts1 kindly advice and an appreciative pat on the back by an employer1 and certainly a friendly bohemianism seldom known in the rush and drive of today4 ,eugene ,field has just returned from a vacation in ,europe and in his column1 ,sharps and ,flats1 ,chicago is reading the first printing of ,wynken1 ,blynken and ,nod4 ,way ,williams1 publishers1 have an office on the floor below my studio4 ,irving ,way1 who would barter his last shirt for a first edition1 his last pair of shoes for a volume from the ,kelmscott ,press of ,william ,morris1 is a frequent and always stimulating visitor4 8,will10 says ,irving1 8be over at ,mc,clurg's some noon soon1 in ,millard's rare book department1 the #8,amen ,corner4' ,field will be there1 and ,francis ,wilson1 who is appearing at ,mc,vickar's in ,the ,merry ,monarch1 and other collectors4 ,maybe there'll be an opportunity for me to introduce you--and ,francis ,wilson might ask you to do a poster40 ,i go to the ,press ,club occasionally with ,nixon ,waterman1 the columnist who was later to write his oft-quoted1 8,a rose to the living is more1 ,if graciously given before ,the slumbering spirit has fled1 ,a rose to the living is more ,than sumptuous wreaths to the dead40 ,we sit at table with ,opie ,read1 the well-loved humorist2 ,ben ,king1 who wrote the delightful lament1 8,nothing to eat but food1 nowhere to go but out02 ,stanley ,waterloo1 who wrote ,the ,story of ,ab and1 with ,luders1 the musical comedy1 ,prince of ,pilsen1 and other newspaper notables whose names ,i have forgotten4 ,two panoramas1 ,gettysburg and ,shiloh1 are bringing welcome wages to landscape and figure painters who will soon migrate to ,st4 ,joe across the lake and return in the fall with canvases to be hung at the ,art ,institute's annual show4 ,only one topic on every tongue--the coming ,world's ,fair4 ,herbert ,stone is at ,harvard4 ,he and his classmate1 ,ingalls ,kimball1 quickened with enthusiasm and unable to await their graduation1 have formed the publishing company of ,stone ,kimball4 ,on paper bearing two addresses1 ,harvard ,square1 ,cambridge1 and ,caxton ,building1 ,chicago1 ,herbert commissions a cover1 title-page1 page decorations and a poster for ,when ,hearts ,are ,trumps1 a book of verse by ,tom ,hall--my first book assignment4 ,this pleasing recognition from a publishing house is followed by a meeting with ,harriet ,monroe and a ,way ,williams commission for a cover and decorations for the ,columbian ,ode4 ,your studio is now in the ,monadnock building4 ,it is the year of the ,world's ,fair4 ,you have an exhibit that has entitled you to a pass4 ,jim ,corbett is in a show on the ,midway4 ,when he is not on the stage you can see him parading on the sidewalks4 ,buffalo ,bill is appearing in a ,wild ,west show4 ,an edition of ,puck is being printed in one of the exhibition buildings4 ,you design a cover for a ,chicago and ,alton ,railroad folder4 ,the drawing goes to ,rand ,mc,nally for engraving and printing4 ,mr4 ,martin asks you to come and see him4 ,his salary offer is flattering4 ,but1 aside from ,bridwell's designs at ,mathews ,northrup's in ,buffalo1 railroad printing is in a long-established rut1 void of imagination4 ,you prefer free-lancing4 ,later ,mr4 ,martin buys the ,k ,l plant4 ,herbert ,rogers1 the former bookkeeper1 establishes his own plant and you hope he will continue the ,k ,l tradition4 ,mr4 ,mc,quilkin1 editor of ,the ,inland ,printer1 commissions a permanent cover4 ,when the design is finished ,i ask3 8,why not do a series of covers--a change of design with each issue80 8,can't afford them40 8,how about my making an inducement in the way of a tempting price80 8,i'll take the suggestion to ,shephard40 ,suggestion approved by ,henry ,o4 ,shephard1 printer and publisher1 and the series is started--an innovation1 the first occasion when a monthly magazine changes its cover design with each issue4 ,one cover1 nymph in pool1 is later reproduced in ,london ,studio4 ,another1 a ,christmas cover1 has panel of lettering that four ,american and one ,german foundry immediately begin to cut as a type4 ,later the ,american ,type ,founders ,company1 paying for permission1 names the face 8,bradley40 ,a poster craze is sweeping the country4 ,only signed copies are desired by collectors and to be shown in exhibitions4 ,designs by ,french artists3 ,toulouse-,lautrec1 ,chret1 ,grasset1 etc41 some ,german and a few ,english1 dominate displays4 ,edward ,penfield's ,harper's ,monthly and my ,chap-,book designs are only ,american examples at first available4 ,will ,davis1 manager of the ,columbia ,theater1 has just completed the ,haymarket1 out on ,west ,madison at ,halstead4 ,you design and illustrate the opening-night souvenir booklet4 ,this you do for ,mr4 ,kasten1 of ,mc,clure's4 ,thus you meet ,mr4 ,davis4 ,he introduces you to ,dan ,frohman who commissions you to design a twenty-eight sheet stand for his brother1 ,charles1 who is about to open the new ,empire ,theater in ,new ,york4 ,so you design a poster for ,the ,masqueraders1 by ,henry ,arthur ,jones4 ,this is probably the first signed theatrical poster produced by any ,american lithographer4 ,then ,dan suggests that you visit ,new ,york4 ,you do1 and meet ,charles4 ,dan takes you to the ,players for lunch4 ,there you see show-bills set in ,caslon4 ,they influence all of your future work in the field of typography4 ,we now move to ,geneva1 ,illinois1 and ,i have my studio in a cottage overlooking the beautiful ,fox ,river4 ,holiday covers for ,harper's ,weekly1 ,harper's ,bazaar1 ,harper's ,young ,people1 later named ,harper's ,roundtable1 page decorations for ,vogue1 a series of full-page designs for ,sunday editions of ,chicago ,tribune1 ,herbert ,stone's ,chap-,book article and other favorable publicity--plucking me long before ,i am ripe1 cultivate a lively pair of gypsy heels2 and believing myself1 perhaps excusably1 equal to managing a printing business1 editing and publishing an art magazine1 designing covers and posters1 ,i return to ,boston1 then settle in ,springfield1 start the ,wayside ,press1 and publish ,bradley3 ,his ,book4 ,illustration ,,springfield3 ,,the ,,wayside ,,press ,typography1 with nothing to its credit following ,colonial times1 had reached a low ebb during the ,victorian period2 and by the mid-,nineties typefounders were casting and advertising only novelty faces void of basic design--apparently giving printers what they wanted2 while1 adding emphasis to bad taste in type faces1 compositors were never content to use one series throughout any given piece of display but appeared to be finding joy in mixing as many as possible4 ,during the ,colonial period printers were restricted to ,caslon in roman and italic1 and an ,old ,english ,text4 ,what gave me my love for ,caslon and the ,old ,english ,text called ,caslon ,black ,i do not know4 ,it may have happened in the ,ishpeming print shop where ,i worked as a boy1 or it may have come as a result of some incident or series of incidents that occurred later and are not now remembered4 ,at any rate1 for many years ,i knew nothing about the history of types or the derivation of type design and probably thought of 8,caslon0 as merely a trade designation of the typefounder1 and my early preference for the face may have been merely that of a compositor who found joy in its use--as ,i always have4 ,one day in #ahie1 while busy with the establishment of the ,wayside ,press in ,springfield1 ,massachusetts1 ,i was inspired by some quickening of interest to make a special trip to ,boston and visit the ,public ,library4 ,there ,i was graciously permitted access to the ,barton collection of books printed in ,new ,england during the ,colonial period2 and1 thrilled beyond words1 ,i thus gained some knowledge of ,caslon's noble ancestry4 ,the books were uncatalogued and stacked in fireproof rooms which were called the 8,barton ,safes40 ,i was allowed to carry volumes to a nearby gallery above the reference room1 where1 at conveniently arranged lecterns along an iron balustrade1 ,i examined them at my leisure and was given the outstanding typographic experience of my life4 ,such gorgeous title-pages6 ,i gloated over dozens of them1 making pencil memoranda of type arrangements and pencil sketches of wood-cut head and tail pieces and initials4 ,using ,caslon roman with italic in a merry intermingling of caps and lower case1 occasionally enlivened with a word or a line in ,caslon ,black1 and sometimes embellished with a crude wood-cut decoration depicting a bunch or basket of flowers1 and never afraid to use types of large size1 the compositors of these masterly title-pages have given us refreshing examples of a typography that literally sparkles with spontaneity and joyousness4 ,apparently created stick-in-hand at the case1 and unbiased by hampering trends and rules1 here are honest1 direct1 attention-compelling examples of type arrangements reflecting the care-free approach of compositors merrily expressing personalities void of the self-consciousness and inhibitions that always tighten up and mar any mere striving for effect4 ,this ,colonial typography1 void of beauty-destroying mechanical precision1 is the most direct1 honest1 vigorous and imaginative ,america has ever known--a sane and inspiring model that was to me a liberal education and undoubtedly the finest influence that could come to me at this time--#ahie4 ,i now become a member of the newly formed ,arts and ,crafts ,society of ,boston1 possibly a charter member1 and contribute two or three cases and a few frames of ,wayside ,press printing to the society's first exhibition in ,copley ,hall4 ,this showing wins flattering approval from reviewers--laughter from printers who comment3 8,bradley must be crazy if he thinks buyers of printing are going to fall for that old-fashioned ,caslon type40 ,at this time the ,caslon mats1 imported from ,england1 are in possession of one or two branches of the ,american ,type ,founders1 probably those in ,new ,york and ,boston1 possibly the ,dickenson ,foundry in ,boston4 ,less than a year after my original receipt of body sizes of ,caslon in shelf-faded and fly-specked packages1 these foundries cannot keep pace with orders and it is found necessary to take the casting off the slow 8steamers0 and transfer mats to the main plant in ,communipaw1 ,new ,jersey1 where they can be adapted to fast automatic type-casters4 ,here additional sizes are cut and a new series1 ,lining ,caslon1 is in the works--and1 with novelty faces no longer in demand1 foundries outside the combine1 not possessing mats1 are hurrying cutting4 8,when the tide is at the lowest1 'tis but nearest to the turn40 ,that quotation certainly applies to the year #ahie that had started with so little to its credit in the annals of commercial printing and in which we were now witnessing an encouraging sthetic awakening in the kindred field of publishing4 ,choice little volumes printed on deckle-edge papers were coming from those young book-making enthusiasts--,stone and ,kimball in ,chicago and ,copeland and ,day in ,boston--and were attracting wide attention and winning well-earned acclaim4 ,also there were the ,kelmscott ,press hand-printed books of ,william ,morris1 especially his ,chaucer1 set in type of his own design and gorgeously illustrated by ,burne-,jones2 the ,vale ,press books1 designed by ,charles ,ricketts and for which he also designed the type2 the exotic illustrations by ,aubrey ,beardsley in ,john ,lane's ,yellow ,book1 all coming to us from ,london4 ,then there was the excitement occasioned by our own 8poster craze10 with its accompanying exhibitions giving advertisers and the general public an opportunity to see the gay designs of ,chret and the astounding creations of ,lautrec4 ,all these were indicative of a thought-quickening trend due to have a stimulative influence in the then fallow field of commercial printing4 ,the ,wayside ,press which ,i opened in this year of transition was so named for a very real reason4 ,i had worked in ,ishpeming and ,chicago so as to earn money to take me back to ,boston where ,i hoped to study and become an artist1 the profession of my father4 ,i had always thought of printing as being along the wayside to the achieving of my ambition4 ,and ,i chose a dandelion leaf as my device because the dandelion is a wayside growth4 ,on the main business street in ,springfield there was a new office building called the ,phoenix4 ,in two offices on the top floor of the ,phoenix ,building ,i had my studio4 ,back of the office building there was a new loft building on the top floor of which ,i was establishing my ,wayside ,press1 a corridor connecting it with the top floor of the ,phoenix ,building and thus making it easily accessible from my studio4 ,it was an ideal location1 and with windows on two sides and at the south end insuring an abundance of sunshine1 fresh air and light1 the workshop was a cheerful spot and one destined to woo me 7probably far too often7 from my studio and my only definitely established source of income1 my designing4 ,my first ,wayside ,press printing1 before the publication of my magazine1 was a ,strathmore deckle-edge sample book4 ,heretofore all ,connecticut ,valley paper-mill samples1 regardless of color1 texture or quality of paper1 had carried in black ink1 usually in the upper corner of each sheet1 information as to size and weight4 ,no attempt had been made to stimulate sales by showing the printer how different papers might be used4 ,but one day just after the ,press opened1 ,i had a visitor who changed all that4 ,i had a bed-ticking apron that had been made for me by my wife1 copying the apron ,i had worn when at the ages of fifteen to seventeen ,i had served as job printer and foreman of that little print shop in ,ishpeming1 where ,i used to proudly stand1 type-stick-in-hand1 in the street doorway to enjoy a brief chat with my wife-to-be1 then a school-teacher and my sweetheart1 as she was on her way to school4 ,wearing that apron1 and at the stone1 is how and where ,mr4 ,moses of the ,mittineague ,paper ,company1 first of the ,strathmore ,paper ,company units1 found me on the occasion of our first meeting4 ,in my mind's eye ,i can see ,mr4 ,moses now as he entered from the corridor4 ,he was wearing a navy blue serge suit that emphasized his slight build and made him appear younger than ,i had expected4 ,i was then twenty-seven and undoubtedly thought of myself as quite grown up1 and ,i marveled that a man seemingly so young should possess the business knowledge necessary to have put him at the head of an even then well-known mill4 ,the contrast of that natty blue-serge with my striped bed-ticking apron should have made me self-conscious4 ,perhaps it did2 but1 filled with the youthful enthusiasm and glorious hopes of a dreamer1 ,i probably had thoughts for nothing but my new print shop and publishing4 ,seeing me unpacking type1 my visitor may have thought my time could have been employed more profitably at my drawing-board1 as of course it could--though in my then frame of mind it could not have been employed more enjoyably4 ,displaying samples of his new line1 ,mr4 ,moses asked if ,i would lay out and print a showing for distribution to commercial printers and advertisers4 ,i explained that the ,wayside ,press was being established for the printing of ,bradley3 ,his ,book1 an art and literary magazine1 and for a few booklets and brochures--publications to which ,i planned to give my personal attention throughout all details of production1 and that ,i had not contemplated undertaking any outside work4 ,however1 after a moment's brief consideration1 ,i became so intrigued with the printing possibilities of these new ,strathmore papers1 their pleasing colors and tints1 together with their being such a perfect1 a literally made-to-order1 vehicle for ,caslon roman and ,caslon ,black1 that ,i enthusiastically agreed to undertake the commission--a decision for which ,i shall always feel thankful4 ,the favorable publicity won by the use of these 8old-fashioned0 types on ,strathmore papers1 convinces me that to attain distinction a print shop must possess personality and individuality4 ,at any rate1 my continued use of ,strathmore papers with appropriate typography and designs aroused such widespread interest among merchants and advertisers and brought so many orders for printing that it soon produced the need for more space4 ,my plant was then moved to a top loft in a new wing that had been added to the ,strathmore mill at ,mittineague1 across the river from ,springfield4 ,caslon types on ,strathmore papers having proved so popular1 business was humming4 ,a 8,victor0 bicycle catalog for the ,overman ,wheel ,company1 involving a long run in two colors on ,strathmore book and cover papers1 and an historically-illustrated catalog for the new 8,colonial0 flatware pattern of the ,towle ,silversmiths of ,newburyport1 for which ,strathmore's deckle edge papers and ,caslon types were strikingly appropriate1 together with the increased circulation of ,bradley3 ,his ,book1 now a much larger format than the original issues1 necessitated the addition of another cylinder press1 the largest 8,century0 then being made by the ,campbell ,press ,company2 and also the employment of an additional pressman and two additional feeders1 and keeping the presses running nights as well as days1 often necessitating my remaining at the plant throughout the full twenty-four hours--quite a change from the humble beginnings of the ,wayside ,press when one 8,universal0 and two 8,gordon0 job presses were believed sufficient for the magazine and booklet printing then planned4 ,in this growth of the commercial printing involving lay-outs and supervision1 together with trying to edit and publish an art magazine1 ,i had waded far beyond my depth4 ,when ,i was starting my ,wayside ,press in ,springfield a business man had advised3 8,learn to creep before you try to walk1 and learn to walk before you try to run40 ,i had tried to run before even learning to creep4 ,mr4 ,moses gave me what ,i am now sure was much good business advice--but1 alas1 ,i was temperamentally unfitted to listen and learn and1 knowing nothing about finances1 was eventually overwhelmed and broke under the strain and had to go away for a complete rest4 ,with no one trained to carry on in my absence it was necessary to cease publication of ,bradley3 ,his ,book and in order to insure delivery on time of the catalogs and other commercial printing1 forms were lifted from the presses and transferred to the ,university ,press at ,cambridge2 and the ,wayside ,press as a unit1 including name and goodwill and my own services1 soon followed--a hurried and ill-conceived arrangement that eventually proved so mutually unsatisfactory that ,i faded out of the picture4 ,this was a heart-breaking decision for me1 and one that but for the wisdom of my wife and her rare understanding and nursing could have resulted in a long and serious illness4 ,no printing and publishing business ever started with finer promise and more youthful enthusiasm than did the ,wayside ,press and the publication of ,bradley3 ,his ,book1 that are now just memories4 ,among other magazine covers designed during this period there is one for a ,christmas number of ,century4 ,it brings a request for a back-cover design4 ,both designs are in wood-cut style and require four printings--black and three flat colors4 ,the ,de,vinne ,press1 familiar only with process colors1 hesitates to do the printing4 ,that issue carries a ,will ,bradley credit4 ,when ,john ,lane imports sheets of the ,studio1 edits an ,american supplement and publishes an ,american edition1 ,i design the covers4 ,illustration ,,interlude ,,in ,,new ,,york ,and now we are in the ,gay ,nineties1 the mid ,gay ,nineties1 when a hair-cloth sofa adorns every parlor and over-decoration is running riot2 when our intelligentsia are reading ,anthony ,hope's ,prisoner of ,zenda1 ,stanley ,weyman's ,gentlemen of ,france and ,george ,mc,cutcheon's ,graustark2 when ,william ,morris is printing ,chaucer1 with illustrations by ,burne-,jones1 and ,aubrey ,beardsley is providing an ample excuse for the ,yellow ,book2 when ,le,gallienne's ,golden ,girl is brought over here by ,john ,lane and established in a bookshop on lower ,fifth ,avenue1 and ,bliss ,carman is singing his songs of rare beauty2 when the ,fifth ,avenue ,hotel and the nearby ,algonquin are flourishing ,madison ,square hostelries2 when ,stern's and ,mc,creery are across the street from ,putnam's and ,eden ,musee1 and the modern skyscraper is only an architect's vague dream4 ,into this glad era a young man steps off a ,twenty-third ,street horse-car4 ,this young man1 now an ambitious designer1 printer1 editor and publisher1 is yourself4 ,at the age of twenty-seven you are sporting the encouraging beginnings of a mustache1 still too thin to permit of twirling at the tips4 ,there is also the brave suggestion of a ,vandyke4 ,these embellishments are brown1 as is also true of abundant and wavy hair of artistic and poetic length4 ,your waistcoat is buttoned high1 and your soft1 white collar is adorned with a five-inch-wide black cravat tied in a flowing bowknot4 ,your short jacket and tight-fitting pants quite possibly need pressing4 ,a black derby and well-polished shoes complete your distinguished appearance4 ,many scrubbings have failed to remove all traces of printing ink from beneath and at the base of your finger nails4 ,you are on your way to ,scribner's4 ,a few moments later we find you seated in a leather-upholstered chair in the editorial department of this famous publishing house4 ,you are waiting patiently and hopefully while an editor is penning a note of introduction to ,richard ,harding ,davis1 the popular writer of romantic fiction4 ,now1 the note safely bestowed in your breast pocket1 the envelope showing above a liberal display of silk handkerchief and thus plainly in view of passing pedestrians who would doubtless be filled with envy did they but know its contents1 you are crossing ,madison ,square ,park on your way to one of the ,twenties1 where ,mr4 ,davis has his lodging4 ,you reach the house1 walk up the steps and rap4 8,is ,mr4 ,davis at home8 ,why 444 why you are ,mr4 ,davis4 ,i 444 ,i didn't recognize you at first4 ,seeing you portrayed in ,mr4 ,gibson's illustrations to some of your romances--0 8,and now seeing me in this bathrobe you naturally were a bit confused80 8,yes1 ,i was40 8,i'm not at all surprised40 8,here1 ,mr4 ,davis1 is a letter1 ,i mean a note introducing me to you40 8,how about coming inside while ,i read the note80 8,that's 444 that's what ,i was hoping you'd say1 ,mr4 ,davis40 ,and now our favorite romantic author is seated with one leg thrown over the corner of a table4 8,of course4 ,of course10 he exclaims1 cordially1 8,i know your posters and your cover designs4 ,and now you are starting a magazine and you would like one of my stories for your first number80 8,yes1 ,mr4 ,davis4 ,that is what ,i should like40 8,of course ,i'll write a story for you4 ,i shall be happy to write a story2 and ,i have one in mind that ,i think will be just the kind you will like for your new magazine40 8,well1 ,mr4 ,davis1 that's something that's just about as wonderful as anything that could possibly happen to anybody4 ,only 444 only--0 8,only you are not really started and your magazine hasn't begun to earn money1 and so you are wondering--0 8,yes1 ,mr4 ,davis--0 8,well1 lad10 and now ,mr4 ,davis has his arm about your shoulders4 8,well1 lad1 just go home to your ,wayside ,press print-shop in ,springfield and don't do any worrying about payment4 ,sometime when you are rich and feel like sending me something1--why1 any amount you happen to send will be quite all right with me--and good luck go with you40 7,at this point it should be stated that when a small check goes to ,mr4 ,davis1 with an apology for it being just the first installment and that another check will go a month later1 the return mail brings a pleasant letter of thanks and an acknowledgment of payment in full47 ,and now1 as you are recrossing ,madison ,square ,park1 your head so high in the clouds that not even the tips of your toes are touching the earth1 all the birds in the neighborhood1 including the sparrows1 have gathered and are singing glad anthems of joy2 and all the trees that an hour ago were just in green leaf are now billowed with beautiful flowers4 ,well1 that is that1 and of course you are now sitting pretty4 ,but presently we see you on a ,fifth ,avenue bus1 returning from ,fifty-ninth ,street where1 in a sumptuous ,victorian apartment overlooking ,central ,park you have asked ,william ,dean ,howells for a story--and on this incident we will charitably draw the curtain4 ,meanwhile ,bradley3 ,his ,book met with kind reception--advance orders for the second number being3 ,brentano's ,new ,york1 six hundred copies1 ,old ,corner ,bookstore1 ,boston1 four hundred1 etc42 the first issue being out of print except for the supply being held for new subscribers4 ,pratt1 ,sixth ,avenue1 ,new ,york1 sent check to pay for one hundred subscriptions4 ,there being no joy in doing today what one did yesterday1 or what another did yesterday2 and creative design in which there is no joy or laughter being of little worth1 a new lay-out and change of stock were provided for each issue of ,bradley3 ,his ,book2 the fifth number started a change of format4 ,but as a business tycoon ,will ,bradley was a lamentable failure despite this auspicious start--a story ,i have already told4 ,illustration ,,new ,,fields ,at the turn of the century1 after saying a sad farewell to fond hopes and feeling older at thirty-two than is now true at eighty-two1 ,i finally gave up trying to be a publisher and printer4 ,while covers for ,collier's were bridging an awkward gap ,edward ,bok appeared on the scene and commissioned the laying-out of an editorial prospectus for the ,ladies' ,home ,journal1 the printing to be done at the ,curtis plant4 ,for this ,i used a special casting of an old face not then on the market1 ,mr4 ,phinney of the ,boston branch of ,,atf telling me it was to be called ,wayside4 ,when the prospectus was finished ,mr4 ,bok invited me to his home just outside ,philadelphia and there it was arranged that ,i design eight full pages for the ,journal--eight full pages of house interiors4 ,these were followed by a series of house designs4 ,finding it difficult to keep to merely four walls ,i added dozens of suggestions for individual pieces of furniture--this being the 8,mission0 period when such designing required no knowledge of periods1 only imagination4 ,then ,mr4 ,bok suggested that ,i move to ,rose ,valley1 start a shop to make furniture and other forms of handicraft in line with designs shown in my ,journal drawings2 and assume art editorship of ,house ,beautiful1 which he was considering buying4 ,but having failed in one business venture1 there was little excuse to embark on another4 ,the roman and italic face1 used later for ,peter ,poodle1 ,toy ,maker to the ,king1 was now designed for ,american ,type ,founders2 and while building a home in ,concord1 adjoining ,hawthorne's 8,wayside10 and working every day in the open1 regaining lost health1 the story1 ,castle ,perilous1 was written--also outdoors4 ,these activities were followed by a request from ,mr4 ,nelson1 president of ,american ,type ,founders1 that ,i undertake a campaign of type display and publicity for the ,foundry1 with a promise to cut any decorative or type designs that ,i might supply1 also to purchase as many ,miehle presses as might be required for the printing--an invitation to which ,i replied with an enthusiastic 8,yes60 ,in this way ,bradley's famous set of ,chap ,books was inaugurated--,ed4 ,during this type-display and foundry-publicity period ,castle ,perilous1 as a three-part serial1 with illustrations made afternoons following mornings spent with ,american ,type ,founders at ,communipaw1 was published in ,collier's2 and in #aijg ,i became that publication's art editor4 ,sometime during the intervening years--,i can't remember where or when--time was found for designing several ,collier's covers4 ,from #aiaj to #aiae1 again with my own studios1 ,i took care of the art editorship of a group of magazines3 ,good ,housekeeping1 ,century1 ,metropolitan and others1 also an assignment from the ,batten ,advertising ,agency and1 as recreation1 wrote eleven ,tales of ,noodleburg for ,st4 ,nicholas4 ,illustration ,,the ,,magazine ,,world--,,an ,,interpolation ,for easier understanding by you whose magazine memories do not go back to the turn of the century it should be told that we were then carrying a ,gibson ,girl hangover from the ,gay ,nineties and were but a few years removed from a time when there were only three standard monthlies3 ,harper's1 ,scribner's1 and ,century2 and seven illustrated weeklies3 ,harper's1 ,frank ,leslie's1 ,harper's ,bazaar1 ,police ,gazette1 ,puck1 ,judge and the old ,life1--magazines and weeklies that were seldom given display other than in hotels and railroad depots1 where they were shown in competition with the then-popular paper-covered novels4 ,in the mid-,eighties all monthlies1 weeklies1 books and booklets were hand-fed1 folded1 collated and bound2 halftones were in an experimental stage2 advertising agencies1 if any existed1 were not noticeable in ,chicago1 and advertising of a national character used only quarter-page cover space4 ,but something in the air already quickened imagination1 and the ,nineties gave us more magazines and better display4 ,in #aijg1 magazines were shedding swaddling clothes and getting into rompers2 the ,saturday ,evening ,post had cast off its pseudo-,benjamin ,franklin dress and adopted a live editorial policy that was winning readers and advertising2 ,edward ,bok had ventured a ,harrison ,fisher head on a ,ladies' ,home ,journal cover and won a fifty-thousand gain in newsstand sales1 and ,robert ,collier had built a subscription-book premium into a national weekly4 ,illustration ,,the ,,magazine ,,world--,,collier',s ,,and ,,others ,on a ,saturday afternoon in #aijg1 believing myself alone1 for the offices and plant had closed at twelve1 ,i was standing at a drafting table making up the ,thanksgiving issue of ,collier's when ,mr4 ,collier entered4 ,he became intrigued with proofs of decorative units being combined for initial-letter and page borders1 as had earlier been done with similar material in designing a cover1 and asked for some to take home and play with on the morrow4 ,robert ,collier was that kind of a boss--a joy6 ,of the ,thanksgiving issue ,royal ,cortissoz wrote3 8,this week's number has has just turned up and ,i cannot refrain from sending you my congratulations4 ,the cover is bully2 it's good decoration1 it's appropriate1 it's everything that is first rate4 ,the decorations all through are charming4 ,more power to your elbow4 ,it does my heart good to see ,collier's turning up in such splendid shape40 ,there were other favorable comments--but no noticeable jump in newsstand sales4 ,my joining ,collier's staff has been under circumstances quite exceptional1 even for that somewhat pioneer period in which the streamlined editorial and publishing efficiency of today was only a vague dream4 ,i had been asked to give the weekly a new typographic lay-out4 ,when this was ready ,mr4 ,collier suggested that ,i take the art editorship4 ,he said ,i would be given his office in the editorial department and he would occupy one in the book department1 where he could devote more time to that branch of the business1 an arrangement he knew would please his father4 ,i was to carry the title of art editor but in reality would be responsible for make-up and other details that had been demanding too much of his own time4 ,at the age of twelve ,i had begun to learn that type display is primarily for the purpose of selling something4 ,in #ahhi1 as a free-lance artist in ,chicago1 ,i had discovered that to sell something was also the prime purpose of designs for book and magazine covers and for posters4 ,later ,i was to realize that salesmanship possessed the same importance in editorial headings and blurbs4 ,these never-to-be-forgotten lessons1 taught by experience and emphasized by the sales results of the publicity campaign ,i had lately conducted for the ,american ,typefounders ,company1 would classify that ,thanksgiving number as a newsstand disappointment4 ,however1 it pleased ,robert ,collier who1 even to hold a guaranteed circulation--when a loss would mean rebates to advertisers--would not permit the use of stories by such popular writers as ,robert ,chambers and ,zane ,gray nor the popular illustrations of such artists as ,howard ,chandler ,christy6 ,my tenure at ,collier's gave me a new experience4 ,there ,i always worked under conditions inviting and stimulating imagination1 and there ,i probably unknowingly shattered many a precious editorial precedent4 ,collier's had one of the early color presses akin to those used on newspapers4 ,we decided to use this to print illustrations for a monthly 8,household ,number0 carrying extra stories4 ,the editorial back-list showed no fiction suitable for color2 the awarding of one thousand dollars a month for the best story1 judgment based upon literary merit1 had resulted in the purchase of nothing but literary fog4 ,mr4 ,collier told ,charles ,belmont ,davis1 fiction editor1 to order what was necessary4 ,charley asked me who could write the type of story needed4 ,i said1 8,gouverneur ,morris40 ,mr4 ,morris1 then in ,california1 sent a list of titles accompanied by the request3 8,ask ,will ,bradley to take his pick40 ,we chose ,the ,wife's ,coffin1 a pirate tale4 ,during an editorial dinner at his home ,robert ,collier read a letter from his father1 then out of the city1 in which ,p4 ,f4 7his father7 wrote3 8,if you continue printing issues like this last our subscription-book salesmen report the weekly will sell itself40 ,robert said3 8,mr4 ,bradley can make this kind of a number because he knows the people from whom the salesmen obtain subscriptions4 ,i don't1 and any similar undertaking by me would be false and a failure40 ,during this period of art editorship1 and following the lay-out of a booklet1 ,seven ,steps and a ,landing1 for ,cond ,nast1 advertising manager of ,collier's1 a color-spread for ,cluett-,peabody1 lay-outs for the subscription-book department1 and pieces of printing for ,mr4 ,collier's social activities 7also a request from ,medill ,mc,cormick that ,i go to ,chicago and supply a new typographic make-up for the ,tribune2 a suggestion from ,mr4 ,chichester1 president of the ,century ,company1 that if ,i were ever free he would like to talk with me about taking the art editorship of ,century2 and from ,mr4 ,schweindler1 printer of ,cosmopolitan and other magazines1 an expression of the hope that ,i could be obtained for laying-out a new publication71 ,robert ,collier proposed the building of a pent-house studio on the roof near his father's office where1 relieved of much detail1 ,i could give additional thought to all branches of the business4 ,this promised too little excitement1 and instead ,i rented a studio-office on the forty-fifth floor of the then nearly-finished ,metropolitan ,tower4 ,at this time ,cond ,nast had just purchased ,vogue1 then a small publication showing few changes from when ,i had contributed to it in the early ,nineties4 ,in this new environment ,i handled the art editorship and make-up of ,metropolitan1 ,century1 ,success1 ,pearson's and the new ,national ,weekly1 which was given a format like that of present-day weeklies and a make-up that included rules4 ,caslon was used for all headings except for ,pearson's which1 using a specially-drawn character1 were lettered by hand4 ,among some discarded ,metropolitan covers ,i found one by ,stanislaus--the head of a girl wearing a white-and-red-striped toboggan cap against a pea-green background4 ,by substituting the toboggan-cap red for the pea-green background1 with the artist's approval1 we obtained a poster effect that dominated the newsstands and achieved an immediate sellout4 ,illustration ,,enter ,,mr4 ,,hearst ,in the ,nineties ,i had been asked to provide a lay-out for the ,sunday magazine section of ,mr4 ,hearst's ,new ,york paper4 ,i could not do this properly except at my ,wayside ,press4 ,this the typographic union would not permit1 but in the years that followed1 ,i enjoyed an intermittent part-time association with ,mr4 ,hearst--working on magazines1 papers and motion pictures4 ,one of these assignments was ,good ,housekeeping4 ,this magazine had been published by the ,phelps ,company1 and had achieved a circulation of #bej1jjj copies4 ,additional sales would tax the plant and necessitate more equipment and the magazine was sold to ,william ,randolph ,hearst4 ,i was asked to design a new lay-out and to take over the art editorship during its formative period4 ,for the new venture ,mr4 ,hearst ordered a ,winston ,churchill serial--,inside the ,cup if my memory is not at fault4 ,mr4 ,tower1 the editor brought from ,springfield1 said this would mean taking out departments and a loss of half the circulation--but the departments came out1 the serial went in1 ,mr4 ,tower resigned1 ,mr4 ,bigelow became editor1 and circulation mounted into the millions6 ,in #aiae ,mr4 ,hearst asked me if ,i could arrange to give him all of my time and art-supervise production of the motion picture serial1 ,patria1 starring ,irene ,castle4 ,i agreed4 ,in #aibj1 after writing1 staging and directing ,moongold1 a ,pierrot fantasy photographed against black velvet1 using properties but no pictorial backgrounds--an independent production launched with a special showing at the ,criterion ,theater in ,times ,square1 ,i returned to ,mr4 ,hearst in an art and typographic assignment including magazines1 newspapers1 motion pictures and a trip to ,europe where commissions were placed with ,edmund ,dulac1 ,arthur ,rackham and ,frank ,brangwyn4 ,somewhere along the trail ,spoils1 a drama in verse1 and ,launcelot and the ,ladies1 a novel1 were written--the former printed in ,hearst's ,international and the latter destined to carry a ,harper ,brothers imprint--but not to become a best seller4 ,another ,hearst project in the early ,twenties was a new format and the creation of a typographic lay-out for ,hearst's ,international4 ,for the lay-out1 the headings of which would have to be different from those provided earlier for ,cosmopolitan1 ,i designed a set of initial letters1 later catalogued by the foundry and called 8,vanity40 ,knowing that ,mr4 ,hearst would want to use portrait heads for covers and that they would all have to be made by a single artist whose style did not permit of confusion with the ,harrison ,fisher heads used on ,cosmopolitan1 ,i approached ,benda with the suggestion that if he would use one color scheme for both head and background he could probably get the contract4 ,on seeing the first ,benda cover ,mr4 ,hearst asked how it happened that this was the only ,benda head he ever liked6 ,he was told1 and authorized a contract4 ,these ,hearst ,international changes led to my being asked to give thought to strengthening ,cosmopolitan headings in #aibc4 ,the request came on a ,monday morning4 ,the issue then in hand closed at ,cuneo's in ,chicago on the following ,friday4 ,mr4 ,hearst never urged hurry1 but early results were appreciated4 ,obtaining a current dummy with page proofs1 ,i headed for the ,,atf composing room at ,communipaw1 ,n4 ,j4 ,about half-past four ,i had personally set1 without justification1 every heading in the issue--using ,caslon in roman and italic in the manner it had been assembled by uninhibited compositors of the ,colonial period4 ,that night1 at home1 ,i trimmed and mounted proofs in a new dummy4 ,the mixing of roman and italic in radically different sizes and with consideration for desired emphasis1 with possibly a #if- or #abj-point roman cap starting a #dh- or #fj-point italic word1 resulted just as ,i had visualized while the type was being set in fragmentary form4 ,no changes were necessary1 and every minute of the afternoon had been good fun4 ,tuesday ,i left for ,chicago2 ,wednesday was spent at ,cuneo's where1 using this reprint copy1 all headings were set1 made-up with text pages1 and proved2 ,thursday the new lay-outs were enthusiastically approved in ,new ,york2 ,friday1 at ,cuneo's1 ,cosmopolitan's managing editor closed the forms according to schedule4 ,it had been a grand lark--and within a few weeks that free style of typography began to appear in national advertising4 ,one morning a request came from ,mr4 ,hearst to use color at every editorial opening in ,hearst's ,international--a startling innovation at a time when illustrators were accustomed to drawing or painting only for reproduction in black and white or for an occasional insert in process colors4 ,closing day on the current dummy was only two weeks away4 ,with the aid of editorial substitutions it was thought we could make the date4 ,taking a dummy showing possible signature distribution of colors1 ,i made the round of studios to find artists agreeable to the use of one extra color4 ,after ten days' work ,i arrived at the ,blackstone ,hotel in ,chicago1 where ,mr4 ,hearst was holding conferences4 ,i had an appointment for noon of the next day4 ,spending the intervening time at ,cuneo's1 ,i finished the dummy and appeared for my appointment1 asking at the hotel that ,mr4 ,hearst's secretary be informed4 ,the clerk shook his head2 orders had been given that no phone calls were to be put through to that floor4 ,the manager was called1 ,i pointed to my brief-case lying on the counter1 and said that ,mr4 ,hearst was waiting for its contents4 ,the manager took a chance1 made the call1 and ,i was told to go right up4 ,the conference was in a large room with window seats overlooking the lake4 ,we sat on one of these seats while the dummy was viewed--page by page--twice4 ,mr4 ,hearst was pleased and asked if he might keep the dummy so he could enjoy it at his leisure4 ,i told him the closing date would not permit this4 ,he understood1 and saying so in an appreciative manner suggesting a pat on the back1 he sent me off to catch the afternoon limited so ,i could reach ,new ,york in the morning4 ,there ,i was shown a wire evidently written and sent as soon as ,i had left4 ,it was to ,ray ,long1 editor-in-chief1 saying3 8,shall be pleased if future numbers are as attractive as the dummy ,i have just seen40 ,that is the 8,chief0--always stimulating and appreciative6 ,illustration ,,towards ,a ,,new ,,style ,after retiring from the ,hearst organization ,i was recalled and asked to go to ,chicago and see if something could not be done to improve the printing of illustrations4 ,a trip to ,chicago was not necessary1 there being an obvious change long overdue in the ,new ,york art departments1 and not in the ,cuneo printing plant4 ,this fact was reported to ,mr4 ,hathaway1 who had relayed the request from ,mr4 ,hearst in ,california2 but ,chicago was in the cards and ,i went4 ,upon my return a written report1 the substance of which had received ,mr4 ,cuneo's approval1 was given to ,mr4 ,long4 ,in lay language1 briefly expressed1 it said3 8,illustrators should be cautioned about an over-use of fussy and valueless detail and asked to restrict their compositions to only so much of the figure or figures1 backgrounds and accessories as are required for dramatic story-telling and effective picture-making2 requested to forego a full palette when subjects are to be presented in only one or two colors1 and to simplify renderings and avoid so many broken tones4 ,full-page and spread reproductions will then not only solve your press-room worries but create a new and finer type of magazine40 ,mr4 ,long read the report--thoughtfully1 ,i believe--talked with his art editors1 and finally decided the suggestions were too radical4 ,but had ,mr4 ,hearst been in ,new ,york1 and had the report gone to him1 his ,cosmopolitan and ,good ,housekeeping would have led the field in adopting principles of illustration that are now universal4 ,when asked to provide a new lay-out for ,mc,clure's magazine1 then a recent purchase by ,mr4 ,hearst1 ,i reveled in an opportunity to apply the suggestions presented in the report4 ,making photographic enlargements of available illustrations and eliminating all non-essentials ,i used full pages and spreads and prepared the dummy with a new note in typographic headings4 ,ray ,long looked at it and gasped4 8,will10 he said1 8a magazine like that would outshine and humble ,cosmo40 ,mr4 ,hearst was still in ,california4 ,too bad6 ,i had made suggestions of worth and ,mr4 ,hearst1 running true to form1 would have weighed their values--not for a revived ,mc,clure's1 perhaps1 but for his other magazines4 99 99 99 99 99 ,and now there is little more to tell1 unless you want to listen to the way ,i enthuse about our present-day illustrators1 their delightfully imaginative composition and masterly use of color4 ,they are grand campaigners6 ,god love them and the editorial lads who give them opportunity and encouragement4 ,they are making an old man mighty happy--yes1 making him envy their fun while he is relegated to sheer laziness in the siesta sun of ,california4 ,before final retirement ,i managed to lay out a new ,delineator1 a new ,sunday magazine for the ,herald ,tribune 7about #aibe71 and a lay-out suggested by early ,new ,england news-sheets for the ,yale ,daily1 and 444 well1 ,i guess that's about all4 ,no6 ,listen4 ,in these last three lay-outs ,i continued to use my beloved ,caslon6 ,illustration ,,today ,,in #aied ,do conditions today give the ambitious young designer and printer the same opportunities ,i enjoyed back in the late ,victorian period8 ,not the same1 of course1 but even greater4 ,while it is true that the ,nineties were literally made to order for a boy who had acquired only such training as was to be had in the sparsely equipped print-ship of a weekly newspaper in a pioneer iron-mining town1 today is made to order for the ambitious young designer and printer who is availing himself of the training to be had by even the small-town beginner4 ,back in my boyhood days a study of such examples of design and printing as now reach even the most remote out-posts of the printing industry1 would have taught me more than ,i learned during a year in the art department1 so-called1 of the publishing house of ,rand ,mc,nally in ,chicago4 ,the inspiration to be derived from the text and advertising pages of our standard magazines1 together with the creative art of school children and the art magazines1 quite unknown at the turn of the century1 supplies a liberal education teaching the beginner how to appreciate and use the printing and designing advantages of today4 ,what are these advantages1 and why do they open a door to exceptional opportunities not known in the ,nineties8 ,first1 and perhaps of greatest importance1 is the typographic consciousness now prevalent1 especially in the advertising and business world1 where it is universally recognized that effective typography and design increase sales4 ,another advantage is to be found in the significant mechanical advances of the last few years1 the significance of the growing importance of offset printing1 presenting so many opportunities yet to be grasped by the designer4 ,and1 an infant industry now1 but one of vast possibilities1 is commercial silk-screen printing4 ,but upon my return to ,new ,york after many years in ,california ,i think my greatest thrill came when ,i witnessed the mechanical setting of type by photography4 ,always ,i have liked the feel of putting type into the stick1 and ,i liked to see the composition growing on the galley4 ,in all my years of working with type ,i have never made a preparatory lay-out1 except when the composition had to be done by another1 which happened only on magazine headings after a style had been determined in advance4 ,but this is an age of lay-outs1 and in this new photographic process with the use of photographic enlargements1 there are possibilities for display composition of any required size1 and great variety1 presenting intriguing possibilities for the creative designer and typographer4 ,all such steadily growing advances present opportunities which were nonexistent back in my own youthful days4 ,together with the superior training enjoyed by the youth of today1 they have changed conditions into a new world fraught with wonderful opportunities far beyond any ,i knew in the ,nineties4 w b ,short ,hills1 ,new ,jersey ,may1 #aied ,a ,,chronology ,this brief biography of the man called ,dean of ,american ,designers by ,the ,saturday ,evening ,post and ,dean of ,american ,art ,editors by ,publishers' ,weekly1 is amplified from its earlier compilation and printing as a ,typophile keepsake in #aidh4 ,it was first distributed at a birthday luncheon held in ,new ,york1 for ,mr4 ,bradley's eightieth4 #ahfh ,born in ,boston1 ,july #aj1 son of a cartoonist on a ,lynn daily newspaper4 #ahgd ,first finger in the 8pi0--on being presented a box of characters brought home by his father for a small printing press ,will bought with his own savings as a delivery boy4 #ahgg ,moves to ,ishpeming1 a mining town in northern ,michigan4 #ahhj ,a job 7with a salary of #c a week7 as a printer's devil1 with the ,iron ,agitator 7later ,iron ,ore74 #ahhe ,foreman with ,iron ,ore at a man's wages1 #ae a week4 #ahhf ,to ,chicago--and an art department apprenticeship with ,rand ,mc,nally--sweeping1 dusting1 running errands1 grinding tempera 444 at #c a week4 #ahhg ,with ,knight ,leonard1 ,chicago's leading fine printers1 as a full-fledged designer at a salary of #ba1 and then #bd a week4 #ahhi ,free-lancing in ,chicago2 studio in the ,caxton ,building4 #ahij ,to ,geneva1 ,ill41 and first recognition through covers for ,harper's ,weekly2 posters for ,stone ,kimball's ,chap ,book2 cover designs for the ,inland ,printer 7perhaps the first magazine covers ever to be changed monthly74 #ahij ,the creation of a widely copied type face named 8,bradley0 by ,,atf4 #ahic ,an exhibition at the ,chicago ,world's ,fair4 #ahie ,to ,springfield1 ,mass41 the launching of his ,wayside ,press1 8,at the ,sign of the ,dandelion10 and plans for publication of ,bradley3 ,his ,book 444 his love for ,caslon and the beginning of a new ,caslon era as a result4 #ahie ,the initial ,bradley-designed paper sample book for ,strathmore4 #ahif ,exhibits at ,boston ,arts and ,crafts2 ,colonial typography attracts national attention4 #ahig ,caslon types on ,strathmore ,deckle ,edge ,papers prove successful2 ,bradley's plant is expanded and moved to a loft in the ,strathmore mill at ,mittineague4 #ahih ,merges business with ,university ,press1 ,boston4 ,opens design and art service in ,new ,york2 specialty1 bicycle catalogs4 #aijj ,mr4 ,bok1 editor of ,ladies' ,home ,journal1 commissions a series of eight full pages of house interiors for the ,journal4 ,a roman and italic face1 used later for ,peter ,poodle1 ,toy ,maker to the ,king1 is designed for ,american ,type ,founders4 ,while recovering from illness1 ,castle ,perilous is written1 later serialized in ,collier's with ,bradley illustrations4 #aijb ,collier's ,weekly appears with ,bradley cover 7,july #d74 #aijc ,heads campaign of type display and publicity for ,american ,type ,founders4 #aijd ,writing and designing ,chap ,books for ,american ,type ,founders2 setting typographic style for decades4 #aijf ,writes and illustrates ,peter ,poodle1 ,toymaker to the ,king for ,dodd ,mead4 #aijg ,art ,editor of ,collier's4 ,introduces new technique in coordinating make-up1 art direction and typography4 ,holiday number becomes collectors' item4 #aiaj-ae ,simultaneous art editorship of ,good ,housekeeping1 ,metropolitan1 ,success1 ,pearson's1 ,national ,post4 ,revises typographic make-up of ,christian ,science ,monitor 444 beginning of a series of stories later published as ,wonderbox ,stories4 #aiae-ag ,art supervision of motion picture serials for ,william ,randolph ,hearst1 including ,patria1 starring ,irene ,castle4 #aiah-bj ,writing and directing motion pictures independently4 ,production of ,moongold1 a ,pierrot pantomime shot against black velvet1 using properties but no sets1 shown at the ,criterion ,theater in ,times ,square1 ,new ,york4 #aibj ,back to ,mr4 ,hearst as art and typography supervisor for ,hearst magazines1 newspapers1 motion pictures1 and the introduction1 in ,cosmopolitan1 of many typographic innovations4 #aibc ,writes ,spoils1 a play in free verse for ,hearst's ,international4 #aibf ,restyles ,delineator and ,sunday magazine section of ,new ,york ,herald ,tribune 7not ,this ,week74 #aibg ,harper ,bros4 publish ,launcelot and the ,ladies4 #aicj ,final1 but far from inactive1 retirement4 #aica ,serves on ,,aiga 8,fifty ,books of the ,year0 jury2 delivers address at exhibition opening1 ,new ,york ,public ,library4 #aiej ,rounce and ,coffin ,club of ,los ,angeles award1 ,october #bh1 for 8,distinguished ,contributions to ,fine ,printing10 at preview of ,huntington ,library exhibition1 8,will ,bradley3 ,his ,work40 #aiec ,new type ornaments 7used at chapter-openings in the present book7 designed for ,american ,type ,founders4 #aied ,completion of a new paper specimen in ,strathmore's ,distinguished ,designers ,series1 almost sixty years after his first sample book for ,strathmore4 ,introduced at ,university ,club luncheon in ,new ,york1 ,march #be4 #aied ,award of gold medal by the ,american ,institute of ,graphic ,arts at ,annual meeting1 ,may #ai4 8,i have never known any guide other than what to me happened to look right40--w4 b4 ,,an ,,afterword ,few names in the annals of ,american typography gleam as brightly as ,will ,bradley's4 ,even fewer have made so varied a graphic contribution as this gentle man1 now eighty-six and revered as dean of ,american typographers4 ,in ,may1 #aied1 he was awarded the coveted gold medal of the ,american ,institute of ,graphic ,arts4 ,the citation1 necessarily brief around the rim1 recalled one phase of his accomplishments3 8,to ,will ,bradley for a half-century of typographic achievement40 ,a more revealing summary would be found in the commendation of the ,rounce and ,coffin ,club award1 presented at the ,huntington ,library in ,october1 #aiej4 ,the ,club held its special meeting to honor ,mr4 ,bradley 7then living in nearby ,pasadena71 and preview the ,huntington retrospective ,bradley exhibition1 which included examples of his book design and illustration2 articles and stories written2 cover and poster design2 type and type ornament for ,american ,type ,founders2 and printing4 ,some seventy items were displayed1 ranging from the ,ishpeming 7,michigan7 ,iron ,ore masthead1 designed in #ahhf1 to a ,christmas greeting drawn in #aidh4 ,the award1 for distinguished contributions to fine printing1 read3 8,because he has for seventy years been a source of creative inspiration in all the varied arts to which he has put his mind and hand2 ,because he found ,american printing at the end of the last century in a dreary condition1 held up to it the examples of the early colonial printers1 revived the simplicity and dignity of ,pickering and caused to flourish again the use of ,caslon and the other old style types2 ,because he created a wealth of new ornamentation and by his own demonstration introduced many original uses of ink1 paper and bookbinding2 ,because he redesigned the ,american magazine and gave to it the charm of a new outer garment with each appearance2 ,because he cast the illumination of his talents upon the art of the poster1 the children's book1 and even the motion picture2 ,because his great direct aid and even greater inspiration have been acknowledged by many ,american typographers1 including such leaders as ,frederic ,w4 ,goudy1 ,w4 ,a4 ,dwiggins1 ,oswald ,cooper and ,t4 ,m4 ,cleland2 ,and finally because he has not ceased to be for the printers of our day1 as for those of two previous generations1 an inexhaustible fountain of kindly encouragement and new discoveries40 ,despite their glow1 these words spell a clear appraisal of this man's talents and graphic spirit4 ,ahead of his times1 ,mr4 ,bradley proved a pace-setting pioneer whose work was so fresh that its vitality is as measurable in the specimens of ,strathmore and ,,atf1 as in the ,hearst periodical pages4 ,particularly when compared with that of his contemporaries1 as ,walter ,dorwin ,teague points out in his perceptive introduction4 ,mr4 ,bradley was born in ,boston in #ahfh4 ,his father1 a newspaper cartoonist1 died when he was eight4 ,four years later his mother moved to ,ishpeming1 a small iron-mining town in northern ,michigan4 ,here1 he became a printer's devil on the local newspaper4 ,the brief chronology of events in his legendary career 7pp4 #ib-if7 reveals pertinent details of the early years as art department apprentice with ,rand ,mc,nally1 ,chicago map-makers1 and as free-lance artist4 ,he soon won recognition for his cover designs and drawings for ,harper's ,weekly and ,the ,inland ,printer1 and posters for ,stone and ,kimball's ,chap ,book4 ,in #ahie he returned to ,new ,england to set up his ,wayside ,press in ,springfield1 ,mass4 ,he was twenty-seven then1 had just designed his first sample book for ,strathmore1 and developed publishing plans for ,bradley3 ,his ,book4 ,volume one1 number one was dated ,may1 #ahif2 the subscription price1 one dollar the year4 ,the cover was a poster treatment of a tree on a grassy hilltop2 the frontispiece was by ,edward ,penfield1 himself the subject of a lead article4 ,center spread pages1 decidedly in the ,kelmscott manner1 were devoted to a poem by ,harriet ,monroe1 with a floriated border surrounding the text in caps4 ,the body type was the ,,atf version of the ,morris ,golden face4 ,bradley3 ,his ,book was planned as an art and literary magazine1 and also 8a technical journal for those engaged in the art of printing40 ,seven issues comprised its life span2 the first four varied slightly from the initial #e #aj inch size2 the last three 7of volume two7 were #h #aa inches4 ,a note indicated that 8advertisements are newly prepared for each number without extra cost40 ,products promoted included writing and printing papers1 type1 ink1 periodicals1 a 8talking0 machine1 auto tires1 baking and washing powder1 and soap4 ,a further note evidenced concern for design and typography1 mentioning that 8advertisements may be appropriately illustrated by any artist1 provided the character of design and execution are suitable for pages of this magazine4 ,text on electrotypes will be reset in type from ,bradley3 ,his ,book fonts40 ,from this point on1 the ,bradley career moved into high gear4 ,in #aijj he was commissioned by the ,ladies' ,home ,journal to design eight full pages of house interiors2 he also designed a roman and italic type4 ,three years later1 at thirty-five1 he headed a typographic and publicity campaign for ,,atf 7#aijc71 and wrote and designed their famous ,chap ,books4 ,in #aijg he was art editor of ,collier's2 and from #aiaj to #aiae the simultaneous art editor for ,good ,housekeeping1 ,metropolitan1 ,success1 ,pearson's and ,national ,post4 ,then in his early forties1 he dipped into the field of the motion picture as art supervisor of serials for ,william ,randolph ,hearst4 ,in #aiah he was writing and directing motion pictures independently4 ,two years later he rejoined the ,hearst organization as art and typographic supervisor for their newspapers1 magazines and motion pictures4 ,in #aicj1 age sixty-two1 he retired to southern ,california4 99 99 99 99 99 ,of the ,bradley renaissance a quarter-century later1 a single design accomplishment seems significant3 ,the #aied ,portfolio in the ,strathmore distinguished designer series1 begun in ,california in #aiea1 completed early in #aied and introduced at a luncheon sponsored jointly by the ,typophiles and ,strathmore1 held at the ,new ,york ,university ,club4 ,the date was just a few months short of sixty years from that significant day when the first paper-use specimen was issued by ,strathmore in ,mittineague4 ,among the speakers paying tribute were ,edwin ,h4 ,carpenter of the ,huntington ,library2 ,thomas ,maitland ,cleland1 designer and artist2 ,a4 ,hyatt ,mayor of the ,metropolitan ,museum of ,art2 ,frederic ,g4 ,melcher1 dean of ,american publishers2 ,carl ,purington ,rollins1 printer emeritus to ,yale ,university2 ,walter ,dorwin ,teague1 industrial designer1 ,f4 ,nelson ,bridgham1 ,strathmore president1 and the undersigned reporter1 who served as toastmaster4 99 99 99 99 99 ,the first-hand account of the fabulous years recorded in this book has been assembled from separate papers written by ,mr4 ,bradley at different times since #aidi4 ,no attempt has been made to unify the varying tenses1 or modify the sometimes first-person sometimes second-person style of the author in these different memoirs4 ,an attempt has been made to connect these papers into one continuing narrative4 ,to this end1 some editing of over-lapping material and cutting of repetitious passages seemed essential4 ,the sources3 ,a booklet titled ,memories3 #ahge-ahie1 printed for the ,typophiles and other friends by ,grant ,dahlstrom in ,pasadena1 #aidi2 another titled ,picture of a ,period1 or ,memories of the ,gay ,nineties1 printed for the ,rounce and ,coffin ,club of ,los ,angeles 7also by ,dahlstrom7 in #aiej2 the ,huntington ,library hand list1 ,will ,bradley3 ,his ,work1 #aiea 7again printed by ,dahlstrom74 ,the fourth source item is 8,will ,bradley's ,magazine ,memories10 from the ,journal of the ,american ,institute of ,graphic ,arts 7,vol4 ,,iii1 ,no4 #a1 #aiej74 ,like most ,typophile projects1 this has been in process for many months4 ,though obviously a cooperative effort1 much of the muscle and mind needed to shape and form it has been contributed by ,peter ,beilenson4 ,he not only attended to the design and printing at his ,peter ,pauper ,press1 but also helped materially in its editing4 ,the alluring prospect of additional illustrations for these pages was reluctantly passed by4 ,our physical limitations and resources proved inadequate to reflect the qualities1 and the scope and variety of ,mr4 ,bradley's work4 ,examples of his colorful designing and illustrating may be seen in the comprehensive collections at the ,metropolitan ,museum of ,art1 ,new ,york1 and the ,huntington ,library1 ,san ,marino1 ,california4 ,a brief selection is shown in ,the ,penrose ,annual1 #aiee4 ,despite his years1 ,mr4 ,bradley generously offered to develop the typographic plan of this book1 and rewrite the entire text to further illumine certain passages4 ,he also suggested he make new drawings to replace those on chapter pages1 which were drawn in #aidi to enhance the solid text pages of the ,memories booklet 7,the type ornaments on these pages were drawn in #aiec for ,,atf47 ,this considerable task seemed an unnecessary burden1 particularly since ,mr4 ,bradley had reflected with characteristic charm and candor the recollections of his great years4 ,like every artist and craftsman of stature1 he remains his own severest critic4 ,numerous other friends have helped with this book3 ,among them1 ,arthur ,w4 ,rushmore and ,edmund ,b4 ,thompson in its early planning2 ,robert ,b4 ,clark1 ,jr41 and his colleagues at ,strathmore2 ,nicholas ,a4 ,meyer1 ,david ,silv1 ,stevens ,l4 ,watts and ,robert ,h4 ,wessmann--each has been quick to answer every call1 as has ,will ,bradley4 ,for myself1 it has been a memorable and rewarding book-making experience to work with these good friends1 as it is a privilege to record here the indebtedness of ,the ,typophiles for their invaluable and generous assistance4 ,,paul ,a4 ,,bennett ,typophile ,chap ,books3 #cj ,illustration3 ,,the ,,typophiles ,,new ,,york ,this thirtieth ,chap ,book in the ,typophile series has been designed by ,peter ,beilenson1 and printed on ,strathmore ,courier at his ,peter ,pauper ,press1 ,mount ,vernon1 ,new ,york4 ,the type face is ,waverley2 the binding is by the ,j4 ,f4 ,tapley ,company1 ,new ,york4 ,this edition comprises four hundred copies for ,typophile subscribers and contributors and #bej copies for general sale4 99 99 99 99 99 99 ,transcriber's note3 ,obvious typographical errors have been corrected4 ,inconsistencies in hyphenation have been standardized4 ,the cover image for this e,book was created by the transcriber using the original cover and is entered into the public domain4