Chapter 3. Basic Text

When I started in advertising, back in the late seventies, setting type was a complicated process. First, the writer typed out the text on paper. The art director or typographer then marked up the copy with a red pencil to indicate the typeface, point size, leading, and so on.

Then, the copy was sent to a typesetting house where a typesetter retyped the text into a special typesetting machine. The text was printed onto special photographic paper and sent back the next morning. The copywriter then had to proof the text to make sure that there were no errors.

She might also have to cut some lines of text to fit the layout. Depending on how much text had to be cut, the art director would use a razor blade to delete the text, ...

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