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WILMETT--E LIFE March 2. 1928 =============niMotler· Mat Service · . Proves I is W~rlh ;,. P·blishing Field IAT SERYICE BIG AID IN "AJY' ILUJSI1tATING . . . .oJCrY~ i Pure water ice--the kind you can see through--is the staunch defender of your health. Hygiene demands that you keep your food fresh and cold with an abundance of pure ice. Choice black dirt-filling and finest quality fertilizer now available in any quantitia. the quite general modernization of the publishing business · in the last thirty years is that known in printing parla~ce as the "mat servic~." The Bonnet Brown Corporation, ISS E. Superior street, Chicago, Arthur Bonnet of Kenilworth, president, is one of the leaders in the Advertising Service (mat service) field and has for several years provided Lloyd Hollister, Inc., with complete monthly editions covering every conceivable phase of advertising and news illustrations. Each month Lloyd Hollister, In~., received a sizeable volume of cbp sheets containing seasonable as well as general features and suggestions for advertisement illustration. By virtue of this service, which ineludes the papier mache matrix from which type-lligh stereotypes, ready for the printing press, are made, the prospective advertiser can, at a glance, make his selection from a wide variety of illustrations, with the result that the time involved in converting the matrix into the useable product is measured in minutes rather than hours or days as was necessary before the modern mat service came into vogue. LUDLOW GREAT LABOR SAVER The . Ludlow typograph machine which sets display type in the Hollister plant is among the greatest labor saving devices ever invented. As ;n the instance of the Linotype machine, the Ludlow has largely replaced handsetting and distribution methods, eliminating all this by its rapid-fire casting. · N enterprise, distinct in itself, but Neyer Both Co. Proftdea M·th· A _ which bas contributed ric~ly to ~ PNof P..- ....t aa-·t a___:_ tVTHERE do the pictures which W illustrate the advertisements and occasionally the features in a Newspaper-magazine ·c. ome from? That's a question and here's another : How does it happen WILKI'm Lift, WINNITKA TALK aud GUN~ NEws are able on an hour's notice to turn out an attractively illustrated ad? The answer is provided by the MyerBoth company of Chicago, and in answering, this company imparts the information that their monthly mat service is the medium through which this is accomplished. The Meyer-Both art department turns out the illustrations, these are stereotyped to produce the paper mats. Each month Lloyd Hollister Inc., is furnished with a "new edition" of proof sheets and clips, varying in numbering but averaging about forty pages. Along with these come the mats from which the casts are made in our own stereotyping department and the next step is the last -setting them into the ads which go into the type forms, after which the presses do the rest. When an advertiser is seeking an illustration for his ad, the Lloyd Hollister Inc. advertising department assists him. The mat service books are opened, and so varied are the illustrations that there is certain to be found just what is wanted. Then comes the casting and ' that requires only a short time and the business of publishing the papers goes hummingly along. i, Wihnette Ice and Teaming Co. Pure Water Ice Phone Wilmette .53 733 Main St. I RIDGE AVENUE MERCHANTS JOIN IN ~· CONGRATULATING LLOYD HOLLISTER INC. The spirit of integrity and progress which is demonstrated in the culmination of your new plant is to be commended. We offer our sincere congratulations and pledge our continued cooperation. Peanoa'a Market liS Riqe A.... Plaaae WiL ZM--1 Paul Bleser Geaeral M8Ch·ndiae Ridp AYe. Plaoae Wil. 411 B. E. Baumer Geaeral Meela·ndiee 117 RW.e AYe. Plaoae Wil. J. H. Sclwl· a Ridp AYL eo. e1 . Real Eatate A lu....... Schreiher'a Shoe Shop Ridp AYe. 115 Ridp A-. PlaODe Wil. 3171 Plaoae Wil. Depeodable Aato Supply Ridp lc LaU A.... Plaoae Wil. Z3S1 m.t.eA...ae~ ·1 Ridp A... Pia- Wil. 311 · · - WiL 314 m.t.e Electric A R.dio Shop WiiiDette TaBors · as Lake Aft1111e Carage H.A.Modiae Lake A... ·Near Ridp PlaaaeWil. . . Kliap a White C:..ac·n. lc Meata tilp A.... P.._ Wil. IIS-114 a.....ao:r-a Ridp Aft. Pia. . Wil. ZG3 rw;..JT·C.. tilp A.... UM-ZZZI ··-WI. u.c........ tilp Aw. m.t.e Caafeclionelt Bartali Ridp lc Lalre A.... LhNnl Stucoe a..... Pia_. Wi1. 1451