Print Issue 04

7/27/2019 Print Issue 04

1/16ver art by

arla Meredith

Vol. 1 No. 41

How to design cool stuff

HOT

NEON!Zany,glowingtubesinthreest

eps

FreeHandfun!

Politicalnewsletter

makeoverunclutter

s

anewspaperformat

Hardworkingpocket

brochurewiththree

detailedblueprints

Superbigtypehasa

picturesquevoice

Illustratedglossary


2/16

2

Dear Mr. McWade:Is there a fast way to increase the eye

appeal of my newsletter?Leanne Jennings

Des Moines, IA

Use photos, especially of people, or usemore photos, or improve your photos.People relate to other people instantly,andpeople pictures have more communi-cation value than all the typefaces in theworld, even if the layout is boring.

And while youre working with pic-tures, put a lot of thought into yourcaptionsan interesting caption under agood photo will be absorbed.

Dear Mr. McWade:Im planning a newDTP design business.

What typefonts should I start with?John Shrigley

Albany, NY

Buying fonts is like buying clothes; youwant something stylish that coordinateswith everything in your closet. For me,

essential font families are Times (includ-ing Times Ten) for text, Helvetica (the

entire range) for business and high-tech,Garamond (old style; not ITC) for ele-gance and airs, and Futura extra boldfor powerful headlines. After that Idadd Franklin Gothic for newsiness andCentury for warmth, the two I use forBefore & After. This collection will han-dle 90 percent of the jobs Ill ever do.

Dear Mr. McWade:You make design look easy but I wrestle

with it on every job. Please tell me design is

easier for some people than others.Linda Lowry

Los Angeles, CA

Its easier, but thats not to say its easy.Ever watch top ballet dancers fly andfloat above the stage as if they weighedabout an ounce? Its beautiful, but fromyour seat you cant see the strain. Youalso cant see the ten thousand hours ofstudy and drill theyve invested.

Computer graphics are enormouslyfunand gratifyingto doodle with, butif youre going to getgood youll have to

get serious: There are no shortcuts topractice, practice, practice.

THE MAILBOX

Dear Mr. McWade:Ive heard from at least four sources

that capital letters are hard to read. Theydont seem very hard to me. Why?

David R. SmithChaska, MN

The only times capitals are hard to readare when you make a big text block outof them; otherwise, they work just fine.

I think hard to read is overrated.There are many cases where slowingthe reader down can be used with greateffect; for example, when you want himto dwell (subconsciously) on your name.Beauty plays an important part, too.

Dear Mr. McWade:I thinkBefore & Afteris greatthe

best thing out there. I want to collect everycopy in a shelf binder; how about if you 3-hole-punch future issues?

Chris HustaalSt. Louis, MO

Thank you; Ive heard this suggestion a

lot but I cant bring myself to do it.Guess youll have to punch your own.

Wordsmith, set in lowercase, brings to mymind an image of the village blacksmith, as inone who forges words. He is a laborer and acraftsman; his name is full of sweat and

integrity. Wordsmith isa picturesque titlewhich gains itscurrency by drawingdeeply from this

image of turn-of-the-century America.But WordSmith,

with that high-tech, innercap S, says less.Innercaps are a phenomenon which started inthe early days of computing when spaces innames would confuse the machine. Todaytheyre everywhere. An innercapas inPageMakerimparts equal importance to bothwords; they are, after all, just two wordsscrunched together; WordSmith, therefore, isincorrect. How to tell? The test is to separatethe words: Word Smith. Free Hand (doesntwork, either). Page Maker (OK).

Helvetica Light,WordSmithsminimalist typeface, isslick and modern andmisses the richimagery of the word.The afteris inMesquite (from Adobe),a decorative wood fontresurrected from theera of the blacksmith.

Why the innerCap?

MINI-MAKEOVER

WordSmithThe newsletter ofWords & Pictures,

Kalamazoo, MI.Submitted by Donna

Allgaier Christian

This feature is only forthe brave: If youre will-ing to subject your workto public scrutiny (de-sign instructors torturetheir students with thiskind of thing all thetime), send it in (Illphone before starting).

wordsmith WORDS & PICTURES: A COMMUNICATIONS AGENCY

HOW TO GET GOOD PR IN A BAD SITUATION


3/16

Neon tubes are, well, tubes;to look real, each one musthave two (round) ends

Can anything be coolerthan neon? Never mind. In the days of

glowing glass tubes have been rediscovered as an art form.

Any drawn line can be made to glow with FreeHand. Heres how:

Annette and Frankie when neon signs were as common as milkshakes, neon wasnt so hip, of course, but lately those twisting,

CLONETHE LINEThe cloned line will be invisible atop theoriginal. In the Linesdialog, change its weightto 0 and its color to about one-third theintensity of the fat lines color. Example: If thefat line is 100% magenta, the skinny lineshould be about 33% magenta. Marqueetheend points (with the pointer tool) and . . .

DRAW A LINEOpen FreeHand and draw a single, fat line withround ends and joins (youll see them in theLinesdialog). How fat? The example has aweight of about 14 points. Color the line bright;here, its 100% magenta and 100% yellow.

BLEND30 steps are enough. Note: You dont needcolor or high resolution for nice neon; it looksreal on a 300-dpi laser printer, too. Youll needto experiment, however, because each printeris slightly different. Start with a fat line thats50% black and a skinny line thats white.

Dear Mr. McWade:Heres a detail your desktop publishing

readers may find useful: 10 ways to set atelephone number. Note that none of themuse parentheses.

Gregg BerrymanChico, CA

Weight

916 442 5634Double decimal

916.442.5634Size

916 442 5634Italics

916442 5634Short dash

916-442-5634Bullet

9164425634Decimal + short dash

916.442-5634Space only

916 442 5634Short slash

916 442 5634Graduated

916 4 4 2 5 6 3 4

Mr. Berryman is a professor of graphicdesign at California State University,Chico, in the Department of Communi-cation Design.

100% Magenta 100% Magenta100% Yellow

20% Magenta100% Yellow

COVER NOTES:THOSE SASSY HEADLINE COLORS!Red and magenta are fresh, hot and exciting; theaddition of yellow revs the energy level to theredline. In processinks, here are the mixes:


4/16


5/16

PACs & LOBBIES APRIL 4, 1990 1

Corporations do not have a constitutional right to engagein political expenditure activity, the U.S. Supreme Courtreaffirmed last week in a case that tested Michigans ban

on corporate involvement in state elections.By a 63 vote, the high court said Michigans prohibi-

tion can even be applied to non-profit organizations if

their treasuries receive any corporate-derived money.To rule otherwise, Justice Thurgood Marshall wrote

in the majority opinion, corporations would have an in-

vitation to evade the states prohibition by using non-profit groups as a conduit for their political spending.

The case was closely watched by federal election offi-cials because Michigans ban on corporate political con-

tributions and expenditures is virtually identical to aFederal Election Campaign Act provision.

Last weeks opinion will help clarify the courts hold-

ing in a 1986 case that involved a small anti-abortiongroup, Massachusetts Citizens for Life, Inc., which was

accused of violating federal law when it spent treasury

funds to publish and distribute materials that sought toinfluence the outcome of a federal election.

Although the Federal Election Commission had prop-

erly interpreted the statutes ban on such activity by in-corporated groups, the court said the prohibition couldntbe applied to non-profit organizations which exist forpurely ideological or political purposes. The court drew

several distinctions between continued on page 7

What would happen, Owen Bieber wondered, if the

Pentagons top generals quit their jobs and showed up afew days later as military advisors to the Soviet Union?

Certainly, a defection such as that would be viewed as

an act of treason, said Bieber, the president of the UnitedAuto Workers Union.

Yet, he continued, in todays world of reduced Cold

War tension where the fate of nations is being decided oneconomic rather than military grounds, defections ofequally serious implications are occurring with an alarm-ing frequency and theres been no great outcry to bring

them to a halt.One-third of the countrys senior trade officials who

served during the Ford, Carter and Reagan administra-

tions have taken jobs as advisors to foreign governmentsand corporations, Bieber said. And, every general counselto the U.S. Trade Representative who served during theReagan administration has done the same thing.

Bieber, representing the views of the AFL-CIO in testi-mony last week to the Senate Foreign Relations Com-

mittee, urged enactment of legislation (S. 176) tostrengthen the Foreign Agents Registration Acts report-ing and disclosure requirements. continued on page 5

Better foreign agent disclosure urged

Supreme Court upholds states ban

on corporate political expenditures

Austin vs. Michigan Chamber of Commerce

Those of us who believe that the British sys-tem of campaign finance, namely public finance,would be in the best interest of our own system

and would be a break for rather than an addi-tional cost to our own taxpayers, have to beencouraged by the Bush administrations ap-

parent support for such a scheme.Now that the administration has tried

United States taxpaid public finance of cam-paigns in Nicaragua, I hope that its support for

it in our own country is forthcoming.Rep. Andy Jacobs Jr. (D-Ind.)

Congressional Record, March 15, 1990

APRIL 4, 1990 VOL. XI, NO. 7

PACs&LOBBIES2 Ed Zuckerman: Why foreign-connected PAC issue keeps coming back to FEC

3 Candidate fundraising at 15 months

6 PAC seeks to overturn Oregon ruling

8 Minnesota enacts public financing for federal candidates

Ed Zuckerman, Editor & Publisher2000 National Press Building, Washington, DC 20045

Note the 2-pica spacebetween headline andtext, which should be

maintained throughout.

Empty space to the leftof the nameplatecreates a visual stagefor the introductoryinformation (bannerand contents). Theeffect is similar to aspeaker standing at alectern; because he ison stage the audiencewill listen to hispresentation in adifferent frame of mindthan they would if hewas in their midst.

Set at text size inTrump bold italic, thelead sentence, whileemphasized, nowlooks like what it is:the prelude to thearticle.

There is no reason tohave the page numberseparated from therest of the folio, as itonce was. Folio mimicsthe style of the date-line at the top of thepage: Date and pagenumberkey dataare set in FranklinGothic Condensed.

The quotation, whilenot a part of the story,is related to the story.Set in the text font(italic) but indented 3picas, it now looks likeit belongs. The 4-pt ver-tical rule is 2 picasfrom the left margin; itis simply a graphic de-vice which will be used

for all similar material.Note that the attribu-tion (Rep. Andy JacobsJr.) is aligned to therightand preceded byan em dash.

PAGE 1 AFTER

This version is option-al. With the headlineenlarged to 24 pointsand set across two col-umns, it would be usedto draw extra attentionto a very important orurgent story.

PACs & Lobbie

PACS& LOBBIES

PACS & LOBBI

PACs&LOBBIES

Trump Mediaeval

A NAMEPLATE IN FIVE TRIES:

The name set normally draws attention to thenon-word PACs. Standard spacing is too wide.

All caps resolves the visual discrepancy. Still toospaced out, the real problem is that its boring.

New spacing (Word: 30; Letter: 15) improves itsappearance. (It looks better at actual size.)

Small caps work. Italics (below) add urgency andtake advantage of Trumps unique ampersand.

I selected TrumpMediaeval bold for itschiseled features.

PACs& LOBBIES APRIL4, 1990 1

Corporations do not have a constitutional right to engage

in political expenditure activity, the U.S. Supreme Courtreaffirmed last week in a case that tested Michigans banon corporate involvement in state elections.

By a 63 vote, the high court said Michigans prohibi-

tion can even be applied to non-profit organizations iftheir treasuries receive any corporate-derived money.

To rule otherwise, Justice Thurgood Marshall wrote

in the majority opinion, corporations would have an in-vitation to evade the states prohibition by using non-profit groups as a conduit for their political spending.

The case was closely watched by federal election offi-cials because Michigans ban on corporate political con-tributions and expenditures is virtually identical to a

Federal Election Campaign Act provision.Last weeks opinion will help clarify the courts hold-

ing in a 1986 case that involved a small anti-abortion

group, Massachusetts Citizens for Life, Inc., which wasaccused of violating federal law when it spent treasuryfunds to publish and distribute materials that sought toinfluence the outcome of a federal election.

Although the Federal Election Commission had prop-erly interpreted the statutes ban on such activity by in-corporated groups, the court said the prohibition couldntbe applied to non-profit organizations which exist for

purely ideological or political purposes. The court drewseveral distinctions between continued on page 7

Supreme Court upholds states banon corporate political expenditures

Austin vs. Michigan Chamber of Commerce

APRIL 4, 1990 VOL. XI, NO. 7

PACs&LOBBIES2 Ed Zuckerman: Why foreign-connected PAC issue keeps coming back to FEC

3 Candidate fundraising at 15 months

6 PAC seeks to overturn Oregon ruling

8 Minnesota enacts public financing for federal candidates

EdZuckerman,Editor&Publisher2000 National Press Building, Washington, DC 20045

What would happen, Owen Bieber wondered, if thePentagons top generals quit their jobs and showed up a

few days later as military advisors to the Soviet Union?

Certainly, a defection such as that would be viewed asan act of treason, said Bieber, the president of the United

Auto Workers Union.Yet, he continued, in todays world of reduced Cold

War tension where the fate of nations is being decided on

economic rather than military grounds, defections ofequally serious implications are occurring with an alarm-ing frequency and theres been no great outcry to bring

them to a halt. One-third of the countrys senior tradeofficials who served during the Ford, Carter and Reagan

administrations have taken jobs as advisors to foreigngovernments and corporations, Bieber said. And, everygeneral counsel to the U.S. Trade Representative whoserved during the Reagan administration has done the

same thing.Bieber, representing the views of the AFL-CIOin testi-

mony last week to the Senate Foreign Relations Com-

mittee, urged enactment of legislation (S. 176) tostrengthen the Foreign Agents Registration Acts report-ing and disclosure requirements. Epular religuard on cu-

piditat, quas nulla praid im umdnat. Improb pary minu-iti potius inflammad ut coercend magist and et dodecen-dense videantur, invitat igtur continued on page 5

Better foreign agent disclosure urged

By Edward Zuckerman, Editor & Publisher

FOCUS ATTENTION FIRST ON KEY DATAWhen a newsletter is extremely time- and topic-sensitive, youll have mercy on a busy reader bymaking the issues date and contents prominent.In this case, the publishers name and addresswere also rescued from obscurity at the bottom ofthe page. Although the graphics reach the outermargins, note that the visual weightof this key

information is aligned vertically and dead center.

ALIGN TEXT ON 1-PICA RULER MARKS

Key to a simple, tidy layout is the 1-picagrid upon which it is built. Text and sub-heads are set in 9.5-pt type on 12-ptleading, which corresponds to the tickmarks on the vertical pica ruler. Head-lines are 18 points on 18-pt leading;note how each baseline(the white linesabove) falls on a 1-pica (or 12 -pica) rulermark for quick, simple alignment.

TWO NEWSY FONTS FOR LASER PRINTINGBelow: The makeover is built with twofont families: Franklin Gothic (mostlycondensed) for heads and subheads,and Trump Mediaeval for text. These aresharply defined fonts which look good at300 dpi laser printer resolution. Timeswould also be a good choice for text.

PACs&LOBBIES

24

30

Austin vs. Michigan Chamber of C

Supreme Court upon corporate polit

Corporations do not have a co

in political expenditure activi

reaffirmed last week in a caseon corporate involvement in


6/16

6

2 APRIL 4, 1990 PACs & LOBBIES

L

agencys political appointees will predictably issue yet

another opinion that says foreign ownership doesnt nec-essarily impede a U.S. corporations ability to establish a

PAC and do indirectly with their employees moneywhat they cannot do directly with their own money:

make contributions to candidates in U.S. elections.Itaque earud rerum hic tentury sapiente delectus au

aut prefer endis dolorib asperiore repellat. Hanc ego cum

tene sentniam, quid est cur verear ne ad eam non possingaccommodare nost ros quos tu paulo ante cum mem-orite it tum etia ergat. Nos amice et nebevol, olestiasaccess potest fier ad augendas cum conscient to factor

tum toen legum odioque civiuda.Et tamen in busdad ne que pecun modut est neque

nonor imper ned libiding gen epular religuard on cupidi-

tat, quas nulla praid im umdnat.isti. Lorem ipsum dolor sit amet, consectetur ad-

ipscing elit, diam nonnumy eiusmod tempor incidunt utlabore et dolore magna aliquam erat volupat.

Ut enim ad minimim veniami quis nostrud exercita-tion ullamcorper suscipit laboris commodo consequat.

Duis autem vel eum irure dolor in reprehenderit in

voluptate velit esse molestaie son consequat, vel illumdolore eu fugiat nulla pariatur. At vero eos et accusam etjusto odio dignissim qui blandit praesent lupatum de Et

tamen in busdad ne que pecun modut est neque nonorimper ned libiding gen epular religuard on cupiditat,quas nulla praid im umdnat. Ut enim ad minimim.

he foreign-connected PAC question is coming

back once again to Federal Election Commissionand, as in past visits of this perennial issue, the

Why do foreign PACs keep askingthe same question?

T

ast January, Manufacturers Hanover Corp. sold 60%of its interest in CIT to Dai-Ichi Kangyo BankLtd., a Japanese financial institution.CITs affairs

are managed by a 10-member board of directors. Now,six of the directors, a majority, are appointed by the com-panys new Japanese owners. Temporem eutem quinsud

et aur office debit aut tum rerum necessit atib saepe

eveniet ut er repudiand sint et molestia non este recu-sand. Itaque earud rerum hic tentury sapiente delectusau aut prefer endis dolorib asperiore repellat. Hanc ego

cum tene sentniam, quid est cur verear ne ad eam nonpossing accommodare nost ros quos tu paulo ante cummemorite it tum etia ergat. Nos amice et nebevol, oles-

tias access potest fier ad augendas cum conscient tofactor tum toen legum odioque civiuda. Et tamen inbusdad ne que pecun modut est neque nonor imper nedlibiding gen epular religuard on cupiditat, quas nulla

praid im umdnat. Improb pary minuiti potius inflammadut coercend magist and et dodecendense videantur, invi-tat igtur vera ratio bene santos ad iustitiami aequitated

fidem. Neque hominy infant aut inuiste fact est condque neg facile efficerd possit duo conteud notiner sieffecerit, et opes vel forunag veling en libaralitat magisem conveniunt, dabut tutungbene.

The last time the FEC dealt with the issue was lastDecember when it told a Hawaii discount store chainthat it could sponsor a PAC, even though two of its three

board members were Japanese nationals and the com-pany is 100% foreign-owned. s

E D W A R D Z U C K E R M A N

WEREELECTRONIC!

Youll find us online with

NEWSNET

PACs & Lobbies ISSN 0270-353XCopyright 1990, Amward Publications, Inc.

No part of this publication may be reproduced or transmitted by any form or means, electronic or mechanical, including

photography, recording or any information storage or retrieval systems, without permission in writing from Amward

Publications, Inc.

Permission is hereby granted to a reviewer or reporter who wishes to quote brief passageswith proper attribution to

PACs & Lobbiesin connection with news or commentary written for inclusion in a magazine, newspaper, newsletter,

book or for electronic broadcast; provided that a copy of same is provided to P ACs & Lobbies under the same conditions.PACs & Lobbies is published semi-monthly on the first and third Wednesday of each month. Subscription rate is $237per year.

Inquiries and correspondence should be directed to PACs & Lobbies, 2000 National Press Building, Washington, DC20045. Phone (voice/FAX): 304754-9190. Contact: Edward Zuckerman.

The Commission has takenthe view that PAC sponsorshipby a foreign-owned corporationis permissible if the money andgift-making decisions are heldexclusively in American hands.

For online access information call800 345-1301

Pennsylvania or outside the U.S. call215527-8030

PAGE 2 AFTERPAGE 2 BEFORE

Large quotations areone of the best spacetaker-uppers ever invent-ed and this is the slick-est way I know to handlethem well. Set the quo-tation next to a verticalrule (or something simi-lar) flush with the top,then shorten or lengthenthe rulenot the quo-tationto fill the space.This is better than float-ing the quote midair,which looks haphazard,and it saves your editorthe chore of finding aperfect quotation thatalso happens to be aperfect length.

Too much text? Not enough? Heres a trick:

The Commission has takenthe view that PAC sponsorshipby a foreign-owned corporation

is permissible if the money andgift-making decisions are heldexclusively in American hands.

agencys political appointees will predictably issue yetanother opinion that says foreign ownership doesnt nec-essarily impede a U.S. corporations ability to establish aPAC and do indirectly with their employees moneywhat they cannot do directly with their own money:make contributions to candidates in U.S. elections.

This reading of the statute by a majority of the Commis-sions members (two Democrats have consistently op-posed these opinions) is in sharp contradiction to con-gressional intent. Congress was so certain about its desireto keep foreign money and influence out of the Ameri-can political marketplace that the ban is the only provi-sion in the Federal Election Campaign Act that appliesnot only to federal elections but also to state and localones. Nonetheless, the Commission has taken the viewthat PAC sponsorship by a foreign-owned corporation is

agencys political appointees will predictably issue yetanother opinion that says foreign ownership doesnt nec-essarily impede a U.S. corporations ability to establish aPAC and do indirectly with their employees moneywhat they cannot do directly with their own money:make contributions to candidates in U.S. elections.

This reading of the statute by a majority of the Commis-sions members (two Democrats have consistently op-posed these opinions) is in sharp contradiction to con-gressional intent. Congress was so certain about its desireto keep foreign money and influence out of the Ameri-can political marketplace that the ban is the only pro-

The Commission has takenthe view that PAC sponsorshipby a foreign-owned corporation

is permissible if the money andgift-making decisions are heldexclusively in American hands.

Here, the announce-ment and mastheadhave been appropri-ately boxed; the boxessignal the reader thatthe information theycontain is of a differ-ent kind. But theirplacement exacer-bates the tall, narrowfeel of the page; a bet-

ter treatment would beto use these unrelatedpieces to divide thespace horizontally.

To my taste, free-floating boxes like thisseem outdated andnewspaperlike. I preferthe cleaner, more re-freshing appearanceof single linesor,whenever I can, crispwhite space.

Deep, unbroken col-umns of text are wea-rying to contemplate(would you want toplow into this article?);a column thatstretches from the topof the page to the bot-tomseems to be theworst. The readerseye moves acrossand

aroundthe pagewewander, basically. Tokeep columns short,divide the page intohorizontal pieces.

The name centered in white on the bold overline accomplishes at leastthree things: Most important is that it draws full attention to Mr. Zucker-man without making his name stand outlow-key says confidentandthat establishes his authority. A centered object is motionless and there-fore conveys a sense of stability, like a foundation, for more authority. Andit resembles the line on page one (they call that continuity).

A way to distinguish aneditorialhead from anewshead: Set the edhead the size of thenews head but in thetextfont. Italics add asense that the writer isspeaking, appropriatefor an opinion column.

Mr. Zuckermans editorial, an important articlethat runs in every issue, here has been short-changed by treating it like everything else. Thisisnt a matter of the publishers modesty; visualsignposts are an essential service to the readerthey help him sort information quickly.

6

PACs & Lobbies / May 16, 1990

Page 2

Were electronic!And youll find us

On-Linewith

NewsNetFor online access information call

800/345-1301In Pennsylvania or outside the U.S. call

215/527-8030

PACs & LobbiesISSN 0270-353XCopyright, 1990

Amward Publications, Inc.

No part of this publication may be re-produced or transmitted by any form ormeans, electronic or mechanical, includ-ing photography, recording or any in-formation storage or retrieval systems,

without permission in writing fromAmward Publications, Inc.

Permission is hereby granted to a re-viewer or reporter who wishes to quotebrief passages--with proper attributionto PACs & Lobbies--in connection withnews or commentary written for inclu-sion in a magazine, newspaper, news-letter, book or for electronic broadcast;provided that a copy of same is pro-

vided to PACs & Lobbies under the sameconditions.

PACs & Lobbies is published semi-monthly on the first and third Wednes-day of each month. Subs cription rateis $237 per year.

Inquiries and correspondence shouldbe directed to PACs & Lobbies, 2000

National Press Building, Washington,DC 20045. Phone (voice/FAX): 304/754-9190. Contact: Edward Zuckerman.

EDWARD ZUCKERMAN

Why do foreignPACs keep asking

the same question?The fore ign-connected PAC

question is coming back once again tothe Federal Election Commission and,as in past visits of this perennial issue,the agencys political appointees willpredictably issue yet another opinionthat says foreign ownership doesntnecessarily impede a U.S. corpora-tions ability to establish a PAC and doindirectly with their employees money

what they cannot do directly with theirown money: make contributions tocandidates in U.S. elections.

This reading of the statute by amajority of the Commissions members

(two Democrats have consistentlyopposed these opinions) is in sharpcontradiction to congressional intent.Congress was so certain about itsdesire to keep foreign money and in-fluence out of the American politicalmarketplace that the ban is the onlyprovision in the Federal ElectionCampaign Act that applies not only tofederal elections but also to state andlocal ones.

Nonetheless, the Commission hastaken the view that PAC sponsorshipby a foreign-owned corporation ispermissible if the money and gift-making decisions are held exclusivelyin American hands. Money can comeonly from U.S. citizens, gift-makingdecisions must be made by U.S. citi-zens without any direction or controlfrom their foreign owners, the FEC hasruled on several occasions.

To rule otherwise, the FEC hasconcluded, would rob Americans oftheir right to participate in the politicalprocess. The corollary of this argu-ment, of course, is that every Americanhas a right to work in an executive orsupervisory capacity in a PAC-sponsor-ing corporation.

Despite the FECs consistency, and

the fact that its opinions are automati-cally applicable to all others in thesame circumstances, the question is

asked so often that one has to wonderwhy that s the c ase. On e plaus ibleexplanation: lawyers recognize theFECs interpretation is so blatantlyincorrect that they have to keep askingjust to make sure the agency hasntaltered its view.

This time, the inquiry comes fromCIT Group Holdings Inc., a New YorkCity-based leasing and consumer fi-nance company with over $10 billionin assets.

Last January, Manufacturers Ha-nover Corp. sold 60% of its interest inCIT to Dai-Ichi Kangyo Bank Ltd., a

Japanese fin ancial ins titution. CITsaffairs are managed by a 10-memberboard of directors. Now, six of thedirectors, a majority, are appointed bythe companys new Japanese owners.In selecting its representatives, theforeign bank chose five Japanese na-

tionals and one U.S. citizen. The otherfour board members, chosen byManufacturers Hanover and CIT, areU.S. citizens.

Prior to last Januarys transaction,CITs employees were solicited forpolitical contributions by the parentcompanys PAC. Now that it no longeris the New York City banks wholly-owned subsidiary, CIT wants to estab-lish its own political contributions

vehicle which it plans to call CITPAC.In requesting guidance from the

FEC, CITs lawyer claimed that thecompanys five directors who are Japa-nese nationals will abstain from vot-ing on matters concerning CITPAC, itsactivities and the selection of individu-als to operate and exercise decision-making authority with respect to thepolitical contributions and politicalexpenditures of CITPAC. And CITslaw firm went on in its advisory re-quest to state that CITPAC would bedirected and controlled by executiveofficers of CIT, all of whom are U.S.citizens. These would be the onlyindividuals with decision-making au-thority for CITPAC. Finally, CITPAC

would solicit only those executive andadministrative personnel and those

employees of CIT and its subsidiarieswho are citizens of the United States.

This language tracks so neatly with

past FEC opinions that it could hardlybe coincidental.

The last time the FEC dealt with theissue was last December when it tolda Hawaii discount store chain that itcould sponsor a PAC, even though twoof its three board members were Japa-nese nationals and the company is100% foreign-owned. ##


7/16

PAGE 3 BEFORE PAGE 3 AFTER

TO LOOK NEAT,DOUBLE YOUR

COLUMNSThe two-columnpage was built

on a four-columngrid. Why? To

handle odd sizesand shapes

such as thischartneatly;

note how thechart tucks into the

left column and lookslike it belongs there.This technique is so

handy I use it on everyjob: for a three-column

page Ill set up six,and so on.

Above, the storyjumpisanother newspaper techniquethats unnecessary on this job.Jumps are used when a first-page layout must be designedmainly to attract attention. Thepenalty is on the back pages,where acres of gray text con-front the reader. Just run eacharticle until it ends beforestarting the next.

The headline has beenjustified, or aligned with both left and right margins,which has forced unsightly gaps between the words of the first (the shorter)line. This nearly always happens, so its better to align headlines (and otherlarge type) to the left or center. Note also the line spacing: There is morespace between the headline lines than between headline and text, which isno sin but looks clumsy. The solution? Tighten the headline leading.

Below, the highlighted headings match eachotherand lead the eye smoothly across a half-dozen related kinds of information. This simpletechnique improves the newsletter and makesthe designers job easier;there is no need tofuss over the size and style of every little thing.

Savage voted to keep the program thelast time it came to Congress, as part ofthe 1985 farm bill.

Its coming back again, this time inthe 1990 farm bill, and this might helpexplain why PACs sponsored by the

American Crystal Sugar Co., the Ameri-can Sugar Cane League, the FloridaSugar Cane League and the HawaiianSugar Planters Association made con-tributions.

And it wouldnt be entirely irrele-vant for a Chicago newspaper to makean inquiry.

Most Chicagoans may be unawarehow the global sugar industry affects

their citys economy. Its no accidentthat some of the countrys biggestcandy manufacturerscompanies suchas Brachs, Wrigley Gum and TootsieRoll Industrieshave plants in Chi-cago. There, they are convenientlysituated between the Gulf Coast canerefineries, the East Coast entry portsand the midwest beet sugar refineries.

Their buyers can play one form ofsugar off against another, bringinghome the best deal. When the U.S.market is glutted by imports, the priceof domestic sugar plummets and theChicago candymen buy a lot of cheapsugar, produce a lot of cheap candyand create new jobs. The whole pointof the domestic industrys quota pro-gram is to avoid surpluses which leadto lower sugar prices.

Perhaps a reporter with a politicalagenda will fail to grasp what averagenewspaper readers can figure out forthemselves: that Savages sugar PACgifts were conceivably tied to a votethat might be viewed as anti-consumer(since it maintains the artificially highprice for sugar and sweeteners used inhundreds of food products) and anti-Chicago (since it affects employmentin the citys candy-making industry).

Legislation that would require fed-eral candidates to accept campaigncontributions only from their homes-tate constituents was introduced lastmonth by Sen. Pete Domenici (R-N.M.).

His measure (S. 2265) would makeit unlawful for corporations and laborunions to sponsor PACs, reduce themaximum PAC gift to $500 for non-connected PACs and further prohibitcandidates from accepting contribu-tions from any PAC that is headquar-tered in a different state.

Domenicis proposed legislation

also contains a zero-out provisionthat would require all candidates toempty their campaign accounts whenthe law would become effective next

January 1. They would h ave to dis-pose their money in one of two ways:either by making pro-rated refunds tocontributors or by donating their sur-plus funds to charity.

The legislation would further re-

quire political party committees to dis-close all soft money receipts andexpenditures made in connectionwitha federal election, including expendi-tures for voter registration and turnoutactivities, generic advertising and theproduction of campaign materials

which identify a federal candidate.Domenici introduced his measure

on March 8, the day after a six- mem-ber panel of election law experts rec-ommended a series of campaign re-forms that included restrictions onPAC and out-of-state fundraising.

Domenici said most Americans areconcerned about the sources of politi-cal money, not the amount of moneyspent in campaigns. He said opinionpolls consistently show that the ma-jority opposes campaign spendinglimits or taxpayer-financed elections,

whi ch bot h are key ele men ts inDemocrat-backed campaign reformlegislation.

Domenici cited the dwindling par-ticipation of taxpayers in the $1 fed-eral income tax check-off used for fi-nancing presidential elections as evi-dence about how the American

people feel about federally financedelections.

Only homestate gifts allowed

Highlights of S. 2265* Ban PAC sponsorship by cor-

porations, labor unions and tradeassociations.

* Reduce PAC gift limit to $500for non-connected PACs.

* Ban acceptance of gifts fromout-of-state PACs.

* Require candidates to "zero-out" their campaign funds whenlaw takes effect on Jan. 1, 1991.

* Require national disclosure ofstate and federal party commit-tee "soft money" receipts and ex-

penditures.

...nor do theAmerican people

insist on spending

limits. Somespecial interests

may like the idea--

since it willstrengthen their

clout--but theAmerican people

arent saying that.Sen. Pete Domenici (R-N.M.)

(From Page 2)

Newspaper failedto tell truth aboutincumbents funds

(Continued on Page 4)

Sen. Domenici: Lets outlawPAC and out-of-state donations

ests may like the ideasince it willstrengthen their cloutbut the Ameri-can people are not saying that, he

added.Domenicis proposals would hit

hardest among those candidates whoseek Senate seats from states havingthe lowest and highest populations(low population states because theyhave the smallest pools of potentialcontributors, high population statesbecause they have the most expensivemedia markets).

But Domenici, from New Mexicowhich has a low population, appearedto finesse that difficulty by enlistingSen. Pete Wilson (R-Calif.), whosestate has the nations biggest popula-tion, as a co-sponsor.

Restricting candidates to raisingmoney only from homestate donorswill give no party or individual aninherent advantage, Domenici said.If anything, it will create disadvantagesfor incumbents who have becomeaccustomed to raising most of theircampaign funds from PACs and out-of-state donors.

If you are a candidate for t he U.S.Senate in New Mexico, you musthenceforth raise your money fromcontributors who live in Albuquerqueand Farmington and Las Cruces andRoswell. You can no longer raisefunds from persons or organizations inNew York, Los Angeles or Dallas.

If you are a candidate in Maine,you must depend on home folks i nPortland and Bangor, not the big cityPACs, Domenici said, in a veiled ref-erence to Senate Majority LeaderGeorge Mitchell (D-Maine) who raisedmost of his 1988 campaign funds fromPACs and non-Maine donors.

Domenici published a breakdownof fundraising by incumbent senators

How Senate incumbents financed their 1988 campaigns

Here is list Sen. Pete Domenici (R-N.M.) had published in the CongressionalRecord. It shows how much each candidate raised from PACs and from indi-vidual donors. And, it reveals a breakdown between in-state and out-of-statecontributors who gave $500 or more.

Ca nd idat e PA C I ndi vi du al s Ho me st at e Ou ts tat e U nd ergifts gifts donors donors $500

D en ni s D eC on ci ni ( D -A ri z. ) 9 89 ,1 81 1 ,6 03 ,4 19 5 50 ,6 91 5 22 ,6 94 5 30 ,0 34P et e W il so n (R -C al if .) 1 ,8 31 ,0 85 9 ,1 87 ,1 65 4 ,3 96 ,1 97 6 48 ,0 97 4 ,1 42 ,8 71L ow el l W ei ck er ( R -C on n. ) 9 35 ,8 23 1 ,4 56 ,7 39 4 45 ,6 55 4 92 ,9 50 5 18 ,1 34WilliamRoth Jr.(R-Del.) 773,046 1,037,362 433,550 211,622 392,190S pa rk M at su na ga ( D- Ha wa ii ) 4 29 ,1 49 3 59 ,6 66 8 3, 50 3 6 6, 92 5 2 09 ,2 38

R ic ha rd L ug ar ( R- In d. ) 7 84 ,5 28 2 ,1 10 ,4 38 5 06 ,3 54 2 40 ,3 42 1 ,3 63 ,7 42G eo rg e Mi tc he ll ( D -M ai ne ) 7 35 ,1 41 9 70 ,1 59 1 76 ,5 69 4 16 ,3 45 3 77 ,2 45P au l Sa rb an es ( D- Md .) 6 00 ,8 58 7 96 ,2 76 1 85 ,1 45 2 94 ,8 09 3 16 ,3 22E dw ar d K en ne dy ( D -M as s. ) 3 25 ,9 91 2 ,8 65 ,8 68 5 48 ,7 25 1 ,3 83 ,4 01 9 33 ,7 42D on al d R ie gl e ( D- Mi ch .) 1 ,2 74 ,7 38 1 ,6 95 ,5 07 3 04 ,6 85 9 56 ,1 23 4 34 ,6 99DavidDurenberger(R-M inn . ) 1 ,514 ,798 3 ,260 ,540 429,723 403,714 2 ,427 ,103JohnDanforth(R-Mo.) 1,175,156 2,651,190 1,014,833 477,947 1,158,410JohnMelcher (D-Mont.) 807,544 375,484 30,000 112,750 232,734D av id K ar ne s (R -N eb .) 8 95 ,5 04 2 ,2 79 ,5 83 8 14 ,0 74 3 97 ,0 14 1 ,0 68 ,4 95C hi c He ch t (R -N ev .) 1 ,0 17 ,0 47 1 ,7 75 ,3 38 5 25 ,2 70 8 69 ,2 84 3 80 ,7 48FrankLautenberg(D-N. J .) 1 ,404 ,242 5 ,060 ,472 1 ,438 ,674 2 ,040 ,915 1 ,580 ,883JeffBingaman(D-N.M.) 1,087,814 1,635,859 234,646 347,537 1,053,676D an ie l M oy ni ha n (D -N .Y .) 9 06 ,8 91 3 ,2 70 ,6 64 7 30 ,5 33 3 48 ,2 68 2 ,1 91 ,8 63Q ue nt in B ur di ck ( D- N. D. ) 1 ,0 58 ,1 07 6 17 ,7 77 4 ,5 00 4 70 ,9 63 1 42 ,3 14Howa rdMetzenbaum(D-Ohio) 1 ,025 ,894 5 ,839 ,753 1 ,003 ,463 1 ,993 ,425 2 ,842 ,865JohnHeinz (R-Pa.) 1,366,075 3,605,924 1,170,265 716,836 1,718,823JohnChafee(R-R.I.) 1,042,170 1,267,565 163,602 361,594 742,369JohnSasser (D-Tenn.) 1,387,554 1,710,031 748,019 349,217 612,795L lo yd B e nt se n (D -T ex .) 2 ,3 03 ,8 04 5 ,4 06 ,2 18 2 ,4 14 ,1 55 1 ,6 73 ,1 40 1 ,3 18 ,9 23O rr in H at ch ( R- Ut ah ) 1 ,1 53 ,2 18 2 ,5 22 ,9 83 8 8, 00 0 8 38 ,6 33 1 ,5 96 ,3 50R ob er t By rd (D- W. Va. ) 91 9, 76 4 3 51 ,09 2 7 0, 622 1 99, 850 80 ,62 0M al co lm W al lo p (R -W yo .) 9 33 ,2 87 4 73 ,7 29 8 3, 93 7 2 59 ,2 75 1 30 ,5 17

T ot al s: 2 8, 67 8, 40 9 6 4, 18 6, 80 1 1 8, 59 5, 39 0 1 7, 09 3, 67 0 2 8 ,4 97 ,7 41

Source:Federal ElectionCommission

who sought election in 1988. But thechart in the Congressional Record didnot identify the senators by name.[See chart, above.]

Altog ether, the 27 incumb entsraised $28.7 million from PACs and$64.2 million from individuals.

Of the total from individuals, $35.7million came in amounts of $500 ormore. The FECs breakdown showedthat the incumbent senators raised49% of their large individual contribu-tions from out-of-state donors.

None was more dependant uponPAC and out-of-state money than Sen.Quentin Burdick (D-N.D.). The FECschart showed North Dakotans gaveonly $4,500 to the veteran lawmakersre-election campaign, while PACs andout-of-state donors provided nearly$1.5 million.

Similarly, Sen. Robert Byrd (D-W.Va.), a key champion of the Demo-crat-backed legislation to impose lim-its and provide public funds, raisedonly $70,600 from homestate constitu-ents while tapping PACs and out-of-state donors for $1.1 million.

Also, Sen. Orrin Ha tch (R-U tah)raised $88,000 from his constituentswhile collecting nea rly $2.0 millionfrom PACs and out-ofstate donors.

But the examples of Burdick, Byrdand Hatch only highlight the differ-ences that exist among senators fromlow- and high-population states. Eachcomes from a low-population state.

In contrast, Californias Wilsonraised $11.0 million for his 1988 cam-paign of which 16.6% came from PACs($1.8 million) and 12.8% came fromout-of-state donors ($648,100). ##

(From Page 3)

Sen. Domenici

seeks to abolish

PAC donations,

out-of-state funds

PACs & LOBBIES APRIL 4, 1990 3

Sen. Domenici: Lets outlaw PACand out-of-state donations

Only homestate gifts allowed

Legislation that would require federal candidates to ac-

cept campaign contributions only from their homestateconstituents was introduced last month by Sen. PeteDomenici (RN.M.)

Highlights of S. 2265

B an PAC sponsorship by corporations, laborunions and trade associations.

Reduce PAC gift limit to $500 for non-con-nected PACs.

Ban acceptance of gifts from out-of-statePACs. Require candidates to zero-out their cam-

paign funds when law takes effect on Jan. 1,1991.

Require national disclosure of state and fed-

eral party committee soft money receiptsand expenditures.

His measure (S. 2265) would make it unlawful for cor-porations and labor unions to sponsor PACs, reduce themaximum PAC gift to $500 for non-connected PACs and

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How Senate incumbents financed their 1988 campaigns

Below, the list Sen. Pete Domenici (R-NM) had published in the Congressional Rec-ord. It shows what each candidate raised from PACs and from individual donors and abreakdown between in-state and out-of-state contributors who gave $500 or more.

Individual Homestate Outstate Under Candidate PAC gifts gifts donors donors $500

Dennis DeConcini (D-AZ) 989,181 1,603,419 550,691 522,691 530,034

Pete Wilson (R-CA) 1,831,085 9,187,165 4,396,197 648,097 4,142,871Lowell Weicker (R-CT) 935,823 1,456,739 445,655 492,950 518,134

William Roth Jr. (R-DE) 773,046 1,037,362 433,550 211,622 392,190Spark Matsunaga (D-HI) 429,149 359,666 83,503 66,925 209,238Richard Lugar (R-IN) 784,528 2,110,438 506,354 240,342 1,363,742George Mitchell (D-ME) 735,141 970,159 176,569 416,345 377,245Paul Sarbanes (D-MD) 600,858 796,276 185,145 294,809 316,322Edward Kennedy (D-MA) 325,991 2,865,868 548,725 1,383,401 933,742Donald Riegle (D-MI) 1,274,738 1,695,507 304,685 956,123 434,699Da vi d Dur enb er ge r ( R- MN) 1 ,5 14 ,79 8 3 ,2 60 ,5 40 42 9, 72 3 4 03, 71 4 2 ,4 27 ,1 03John Danforth (R-MO) 1,175,156 2,651,190 1,014,833 477,947 1,158,410John Melcher (D-MT) 807,544 375,484 30,000 112,750 232,734David Karnes (R-NE) 895,504 2,279,583 814,074 397,014 1,068,495Chic Hecht (R-NV) 1,017,047 1,775,338 525,270 869,284 380,748F ra nk L au te nb er g ( D- NJ ) 1 ,404 ,242 5 ,060 ,472 1 ,438 ,674 2 ,040 ,915 1 ,580 ,883Jeff Bingaman (D-NM) 1,087,814 1,635,859 234,646 347,537 1,053,676Daniel Moynihan (D-NY) 906,891 3,270,664 730,533 348,268 2,191,863Quentin Burdick (D-ND) 1,058,107 617,777 4,500 470,963 142,314H ow ar d M et ze nb au m ( D- OH ) 1 ,025 ,894 5 ,839 ,753 1 ,003 ,463 1 ,993 ,425 2 ,842 ,865John H einz ( R-PA) 1,366,075 3,605,924 1,170,265 716,836 1,718,823John Chafee (R-RI) 1,042,170 1,267,565 163,602 361,594 742,369John S asser ( D-TN) 1,387,554 1,710,031 748,019 349,217 612,795Ll oyd B ent se n (D- TX ) 2 ,3 03 ,80 4 5 ,4 06 ,2 18 2 ,41 4, 15 5 1 ,6 73 ,1 40 1 ,3 18, 92 3

Orrin Hatch (R-UT) 1,153,218 2,522,983 88,000 838,633 1,596,350Robert Byrd (D-WV) 919,764 351,092 70,622 199,850 80,620Malcolm Wallop (R-WY) 933,287 473,729 83,937 259,275 130,517

Totals 28,678,409 64,186,801 18,595,390 17,093,670 28,497,741Source: Federal Election Commission

further prohibit candidates

from accepting contribu-tions from any PAC that isheadquartered in a differ-

ent state.Lorem ipsum dolor sit

amet, consectetur ad-ipscing elit, diam non-

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8/168 TM

Jamaica

TYPE:

THE VISIBLE

VOICE

Who says you need pictures? Exceed the boundaries of yourspace, and type alone will do the job. Its handier, too.

Turn words into art with superbig type

You wouldnt notice at a glance, but nota single illustration appears on thesepages. The effects you see are built withwords. Big words. Big big words; thetype in each example is bigger than the

space that contains it, a technique thatsused by professionals all the time.

Superbig type is a joy to explore; notonly can it do wonders for a page, it canmake even the most amateur among us

feel artistic because at super sizes it isclear that typeeven text typeis art.

Big type should generally be a lightshadedark can be overpoweringandtightly set, like this:

The soundof music

. . . 2. AND TIGHTEN THE LEADINGThe same optical phenomenon affects leading, or line spacing. Small sample below is 10/12, a commontext setting; enlarged proportionally to 50/60, the space is too great. Setting on right is 50/44.

Jamaica

JamaicaFont: Futura Book. Small sample (top): 10 points; large sample (center):

127 points; letterspacing (both) 3%. Below, letterspacing 35%

1. KERNBIG WORDS . . .A fonts letterspacing is designed for smaller sizes (up to 18 points or so); in larger sizes the spaces,although proportionally identical, are too wide; the bigger the type, the more pronounced this effect.How much should you kern? About thatmuch (each font is different); have letters flirt with one another.

The sound

of music

The soundof music


9/16TM

1. SOPHISTICATION FROM TWO LASER PRINTER STANDARDSPalatino italic (note the tight spacing) is shaded 70% black so it recedesand pulls a hat trick: Its beautiful letters form the conference title andmake an elegant backdrop simultaneously. Set in white, tiny Helvetica isdifferent: It has equal pulling power but sends a signal of pure information.

OperaPhantom of the

3. TAKE ADVANTAGE OF A FONTS SPECIAL CHARACTERISTICSFette Fraktur (from Adobe) looks like something from the German Black

Forest; its artistr y is so distinct and its presence so powerful that it willquickly sway a viewer. Note how the descending poverlaps the edge (lookslike a dagger, too); superbig type need not be confined to be effective.

White flower days2. ANGLED IN A BOX, A WORD BECOMES A LOGOLowercase Futura Book is Macys signature style; an angle (here, 18)adds the hint of an emblem or hand stamp, an effect that works for practi-cally any name. A reader normally regards dark type on a light backgroundas information;light type, especially on a light backing, usually saysmood.

FineMerchandise

4. ADD DEPTH WITH BLACK, WHITE AND NEUTRAL GRAYSBlack need not be dull; use shadesto add the illusion of colorat no cost.

Here, background is 50% black so white and solid black contrast equally.Extremely tight leading (84/64) works because the letters have no de-scenders. Fonts: Smith & Sons, Bodoni Poster; Merchandise, Belwe bold.

6. HUGE RED NUMBER MAKES A STUNNING IMPRESSIONNote that dramatically cropping the gigantic number does not affect itslegibility; this is attributable in part to the unusually clear font (Futura ExtraBold). Although the typographic contrasts (large/small, black/white) makethe setting uncommonly attractive, red andbeige are a versatile and appealing colorcombination in their own rightI use themwhen Im in a hurr y (or out of ideas) becausethey always work. Substituting deep red forbeige (right) makes the statement hot hotless expensive, too; it uses only two inks.

LIFE ON THE ISLAND

acy

WKTV NEWSFIRST AT 5&11

WKTV NEWS 10

FIRST AT 5&11

Challengethe 90sCPOAs70th AnnualTrainingConference

Jamaica5. COMPLEX UNDERPINNINGS ELUDE THE EYEA dozen naturally opposing forces balance to create this serene setting.How? Watch: The very large typewhich would naturally dominatehasbeen set in lowercase type, which is weaker, lightface (weaker) rather thanbold, and reversed to white, which modifies it further. The very small typewhich is naturally weakeris bolstered with uppercase (stronger), thedarker color (stronger) and the superior position (stronger). Because ofthese modifiers, the naturally dominant/inferior relationship of the wordshas been neutralized; the smaller statement now has an equal voiceanda complementary tone. Note, too, that the typographic activity (strong) hasbeen placed at the bottomof the space (weak). Study these contrasts.

mith&son


10/16


11/16TM

Folds and glues.

Folds. Glueapplied here.

ALL AROUNDTHE TOWN

NORTHSIDE

SOUTHSIDE

METROMETROBUSBUS

HOW THE TRIANGLE POCKET IS MADE

The brochure is created in PageMaker, printed, and then die-

cut, or stamped like a cut cookie from a single, heavy sheet ofpaper. Automated equipment then folds the flap and glues theside shut. (Sometimes real people do this part.) This process,of course, requires special tools, which will be reflected in theprice. Commercial printers have different capabilities; your

advantage of this unique characteristicit builds anticipation and thereforeholds the readers interest. It can also hold a great deal of information.

If the pocket cards are to be printed in color, they will look nicest if theylook like the folder, with similar (or identical) typefonts, colors and layouts.

CHEERY, EIGHT-PANEL BROCHURE TELLS A STORYThis eight-panel configuration is my favorite; its the one we used at Page-Lab. It is a story-tellingbrochure; note how each successive panel revealsthe next part of the story. Planned thoughtfullythat is, designed to take

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S25

METROMETROBUSBUSHopaboardeverywhere

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ONE PANEL . . . AT A TIME . . . PLAN A STORY THAT UNFOLDS.

best price will come from one who has a variety of press sizes

and who has done this sort of thing before.Note that die-cutting leaves extra space on the stamped

sheet. You can use this extra space to print cards for no addi-tional cost except a cutting charge. Your printer will help youplan; Id suggest getting as much from the sheet as you can,even if it means printing on a slightly larger sheet.

The brochure does not need to be printed on both sides; itserves very well as a blank folder by leaving the insideunprinted. The benefit? It costs less.


12/162 TM

W

FOUR-PANEL VERSION PAGEMAKER SETUP

hat follows are three variations of thefolder; this four-panel version is easiestto build and least expensive to print.

The inside panels are commonly left blank. (Iprefer to print them, however; the folder is an

opportunity to make an impression, and sinceit must be printed only once, Ill economizeelsewherelike on the cards.) The pocket maybe placed on any panel, even the outside. Referto the actual size pattern below; once you un-derstand its measurements youll find it easy toplace the pocket wherever you wish.

45

4545

0 6 12 18 24

54

60

66

72

78

Note corner falls threepoints short of 24-picapanel width.

TRIANGLE POCKET, ACTUAL SIZEExcept for its position, the pocket isidentical on all versions. Dashed linesshow folds, but they should be ruledsolid (for the die-cutting pattern).You dont need a drawing program;PageMakers line tool handles thischore just fine. The best way: DragRuler guidesinto position (turn onSnap to guides).

Important: Note the right cornerfalls three points short of the 24-picapanel width.

This is off the subject, but see howthe word Important, above, standsout because the surroundingtext has been shaded 60%

black? This technique isuseful for bold fonts likeFranklin Gothic Con-densed (shown),which cannot bemade bolderany otherway.

0

6

12

18

24

30

36

42

48

54

60

66

72

78

0 6 12 18 24 30 36 42 48 54

cornermarks

Turn first to page 3. Create a die patternby rulinghairlinesexactly as shown; pay special attention tothe pocket detail. Include fold lines. The printer willuse this pattern to manufacture a die for stamping.

The pattern above corresponds to the folders in-side panels. Dont forget: For layout, you may find ithelpful to copy the pattern to page 1 and rule amirror image on page 2 (carefully). If you plan to settype on the triangle pocket, it must appear on thefront panel side, upside down. Once the layout isdone, delete the ruled edges from pages 1 and 2.

Folded size: 4 inches by 9 inches.Open size: 8 inches by 9 inches.Printing size (flap flat): 812 inches by 1212 inches.

PageMaker setup: New publication, Customsize:60 picas by 84 picas, Tall orientation, 3 pages,(Do not select Double sided or Facingpages.)Margins: Inside, Outside, 7p6; Top, 4p6; Bottom,28p6. Click OK.

Turn to the master pages. Select Column guides;enter 2 columns, 3 picas between.

Point to upper left corner and zoom to 200% size.Drag a horizontal ruler guide to 3 picas; drag avertical ruler guide to 6 picas, then reposition theruler zero point to the junction of these guides.

Drag vertical ruler guides to 3, 12, 23p9, 24,24p3, 36,48 and 51 picas. Drag horizontal rulerguides to 54, 57, 74p9, and 77p9. Rule cornermarksat the intersections shown. These definethe live area and are used by the printer to alignthe images on the front and back of the sheet(which will be PageMaker pages 1 and 2).

24

0

0


13/16TM



Folded size: 4 inches by 9 inches.Open size: 16 inches by 9 inches.Printing size: 1212 inches by 1612 inches.

PageMaker setup: New publication, Custom size:108 picas by 84 picas, Wide orientation, 3 pages,(Do not select Double sided or Facingpages.)Margins: Inside, Outside 7p6; Top, 4p6; Bottom,28p6. Click OK.

Turn to the master pages. Select Column guides;enter 4 columns, 3 picas between.


Drag vertical ruler guides to 3, 12, 23p9, 24,36, 48, 60, 72, 72p3, 84, 96 and 99 picas. Draghorizontal ruler guides to 54, 57, 74p9, and77p9.Rule corner marks at the intersections shown.These define the live area and are used by theprinter to align the images on the front and backof the sheet (PageMaker pages 1 and 2).

EIGHT-PANEL VERSION 1 PAGEMAKER SETUP

0

6

12

18

24

30

36

42

48

54

60

66

72

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960 6 12 18 24 30 36 42 48 54 60 66 72 78 84 90 102

24

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PAGE NOTES:Before & After, likemany projects, is impossible toconfine to a grid; its need forno-two-are-ever-alikegraphics,instructions, descriptions, expla-

nations and other notes such asthis one demand unrestrainedfreedom of layout. So heres atrick: Ive added this backgroundto lead the eye smoothly acrossthese two pages; aligning thebackground with the existingobject on page 12 seemed toorganize the layout best. The boxis otherwise useless, yet withouthaving had it pointed out, mostreaders would not have noticed.(Did you see the one on the previ-ous spread?) Its worth the timeto experiment with this technique;it doesnt always work but it costsnothing and it often helps a lotsometimes reallya lot.


14/164 TM



Folded size: 4 inches by 9 inches.Open size: 16 inches by 9 inches.Printing size (flap flat): 1212 inches by 16 inches.

PageMaker setup: New publication, Customsize:102 picas by 84 picas, Wide orientation, 3pages. (Do not select Double sided or Facingpages.) Margins: Left, Top, Right, 4p6; Bottom,28p6. Click OK.

Turn to the master page. Select Column guides;enter 4 columns, 3 picas between.


Drag vertical ruler guides to 12, 24, 24p3, 36,45, 48, 51, 60, 71p9, 72, 84 and 96 picas. Draghorizontal ruler guides to 54, 57, 74p9, and77p9. Rule corner marksat the outermost inter-sections as shown. These define the live area andare used by the printer to align the images on thefront and back of the sheet.

EIGHT-PANEL VERSION 2 PAGEMAKER SETUP

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EbAB

ejgUn

SGLC

NQtx

Arm A horizontal stroke thatis free on one end.

Ascender The part of the low-ercase letters b, d, f, h, k, l,and t that extends above theheight of the lowercase x.

Bar The horizontal stroke intheA, H, E, t and similarletters.

Bowl A curved stroke whichmakes an enclosed spacewithin a character. Thebump on a P is a bowl.

Counter The fully or partiallyenclosed space within acharacter.

Descender The part of thelettersf, g, j, p, q, y andsometimes Jthat extendsbelow the baseline.

Ear The small stroke project-ing from the top of thelowercase romang.

Hairline A thin stroke usuallycommon to serif typestyles.

LinkThe stroke connectingthe top and bottom of a

lowercase romang.Loop The lower portion of the

lowercase romang.

SerifA line crossing a mainstroke of a character. Thereare many varieties.

Shoulder A curved stroke ofthe h, m and n.

Spine The main curved strokeof a lowercase or capital S.

Spur A small projection off amain stroke; found on manycapital Gs.

Stem A straight vertical strokeor the main straight diagonalstroke in a letter which has novertical strokes.

Definitions copyright 1983 International Typeface Corporation. Written by Allan Haley. Display type: Century Expanded, 120-pt

Stress The direction of thicken-ing in a curved stroke.

Stroke A straight or curved line.

Swash A fancy flourish replacinga terminal or serif (not shown).

Tail The descender ofQ or shortdiagonal stroke of the R.

Terminal The end of a strokenot terminated with a serif.

x-Height The height of thelowercase letters excludingascenders and descenders.

Arm Ascender

Counter

Descender Loop

Shoulder

Serifs

Spur

Stem

Stroke

Terminal

Tail

Bar

Bowl

Link

Ear Hairline

x-Height

Spine

Stress

TONY

RU

BINO

x-he

ightA

scen

derlin

e

Baseline

Des

cend

erline

Point

size

BEFORE & AFTER ILLUSTRATED GLOSSARY

Character parts


16/16

Sand its yours. I opened Adobe Photo-shop for the first time three weeks ago,and eight hours vanished while I stooddumbstruck at what it could do. I haveno words to describe the reach or theelegance of this program; make a wish,andpoof, it happens. Oh! I want to play.I want to know it. There is so much todo, to learn, to see, to try.

And that presents a big problem.Where will I find the time?Im not talking about learning how to

point-click-drag the software; that part Ican do. What Im talking about is learn-ing color; specifically, color photographyand how to put ithurryon the pagesofBefore & After.

What is there to learn other thansoftware? An encyclopedia, and nothingless: hue, saturation, brightness, gammacurves, screen frequencies, RGB conver-

JOHN McWADE

It doesnt come in the box

BEFORE & AFTER, HOW TO DESIGN COOL STUFF(ISSN 1049-0035), Vol. 1, No. 4, Aug. 1990.Before & After is a magazine of design andpage layout for desktop publishers. It is pub-lished bimonthly by PageLab, Inc., 331 JStreet, Suite 150, Sacramento, CA 95814-9671. Telephone 916-443-4890. Copyright1990, PageLab, Inc. All rights reserved. Appli-cation to mail at second class postage ratesis pending at Sacramento, CA. POSTMASTER:Send address change to: Before & After, Howto design cool stuff, 331 J Street, Suite 150,

Sacramento, CA 95814-9671. Subscriptionrate: $36 per year (6 issues). Canadian sub-scribers please add $4 and remit in U.S.funds; overseas subscribers please add $12.Back issues: $10 each. Bulk subscriptions:510, $33 each; 1120, $30 each; 2135,$27 each; 36 or more, $24 each; will beentered in one name and mailed to a singleaddress. The terms Before & After, How todesign cool stuff, Xamplex and Type: thevisible voice have trademarks pending.

Publisher and creative director: John McWadeAssociate publisher and editor: Gaye McWade

PRODUCTION NOTES Before & Afteris totallydesktop-published with Aldus PageMaker 3.02(with Color Extension) and Aldus FreeHand

2.02. Its pages and everything on them canbe built using your own standard equipment; Iwant to emphasize that. The machinery I useis: Apple Macintosh II (a plain old one) with8mb RAM, standard 13 color monitor and 8-bit video board (256 colors on-screen) 100mbRodime hard disk (internal), 45mb MicroNethard disk with removable cartridges (external,for backup). Laser printers for plain-paperproofing are: QMS PS800II (300 dpi) and AgfaP3400PS (400 dpi). Scanner: Agfa Focus II(800 dpi). The Agfa equipment has been pro-vided to PageLab courtesy of Morgan GraphicSupply. Color proofing is by Lithographics herein Sacramento from a QMS ColorScript 100.Negative, plate-ready film is from its Lino-tronic 300 (RIP 3), 2540 dpi, 150-line screen.Before & Afteris printed by W. W. Hobbs inSacramento on a manually adjusted Harrisfour-color press. Colors are kiss-fit (no traps).

oftware today is unbelievable. Its sion to CMYK, gray-component replace-ment, dot gain, feathering. Holy cow!

I show a nice photo scan to my colorexpert friend Jack Easley and he tellsme that shifting the blue ten percent inthe midrange will improve the shadowdetail in the skin tones. Shadow detail?Blue? It will? How do you know?

He knows because hes learned it;hes been honing his craft for 30 years.Its eye, its experience and its skill, andit doesnt come in the box.

Which brings me back to this busi-ness of time.

Great universities confer advanceddegrees upon students of commercialgraphic design. Technical institutions re-tain pupils full time for years while theymaster the skills of prepress. The realityof this is daunting. I want to do it today.Watch a video. Take a weekend class. Itwont happen. I am an airplane pilot (areal one). There is less to earning apilots license than there is in learning

how to scan, modify and print a colorphotograph well.

I point this out because its easy tobe discouraged when excellence doesntcome at the press of a key. You need toknow that the problem isnt you when itfeels as if every page you touch turnsout ho-humor when some junior highschoolers newsletter looks better thanyours. Its like this for everyone, every-one, and always has been.

Even so, the road to getting goodlong as it may beis one of discoveryand adventure and fun. And its worth

the trip. Im enjoying the walk with you.

ABOUT THE PUBLISHER

Before & After is written, designed andproduced by John McWade. Mr. McWadehas been an award-winning publicationdesigner for 20 years. He founded Page-Lab, the worlds first desktop publishing studio, in March1985 and has since written and lectured exhaustively onthis new industry. Clients include Apple, Adobe andAldus, for whom he created two Portfoliotemplate pack-ages, Designs for Newslettersand Designs for BusinessCommunications. He cheerfullypins your fan letters tohis wall, but if youd send a comment about designoh,say, a discovery or a tiphed have an excuse to print it.

become like the genie in the bot-tle:wish anything, rub the bottle

VOL. 1, NO. 2Asymmetrical newsletterlayout leads the eye Set a perfect paragraphof type A folding bro-chure with peekaboopanels False emboss

TM

BRIGHT, SIMPLE CHARTSThebestchartsarethe easyones.Youllsee.

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PAGEMAKEOVER:AVERSATILE,ASYMMETRICALLAYOUT LEADS THEEYEHOW TO SET A PERFECT PARAGRAPH OF TYPEFOLDING BROCHUREWITHCLEVER, PEEKABOO PANELS A FALSE EMBOSS ADDS SUBTLE GLAMOURStorytitlesabovearesetin FranklinGothicExtraCondensed.Notetheyareseparatedbycoloronly,aneffectthatsalsoverynice inshadesofgray.Didyounoticethethreelines fitperfectly,asdoesthiscaption?

Vol.1No.21990


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Coverartby KrisHofmann and Marla Meredith

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FreeHandstep bystep

Build a terrific 3-D boxType,the visible voice

LuciteXL:Turna non-wordintoa namePage makeover

Useroundshapestomakea look

Essentialpointsforgreatads

Vol.1No.31990


VOL. 1, NO. 33-D box for package de-signers; includes wrap-ping images Solve aname problem with typeonly Rounded formsshape a neat newsletter

we have worked together professionallysince 1973and she applies to her workthe qualities with which she fills her life:a penetrating mind, original thinkingand, for me, priceless help: the willing-nessand abilityto keep me headed inthe direction I want to go. You wont no-tice a change; shes been here all along.

d like to acknowledge my wife Gayesappearance on our masthead. Gayehas lit my life for nearly 20 yearsI

Originalillustration ofDuke Ellington by Jay Loucksand Kirsten Soderlind

TM

THEFOCUSED EYE

Do those mug shotsjust . . . sit there? Beboldcropfearlessly

to pull your readers in.

TYPE:THEVISIBLEVOICE

Inadvertising,stagepresenceiseverything.Usetypedeftlyto makeyourwordsconvincing.

BEFORE& AFTER ASSEMBLYPROJECT

Build this supereasynewsletter that alwayslooks nice. Pattern inside.

COOL STUFF

Winraveswithplasticbusinesscardsyoumakeyourselfincolor!

More!

Vol.1No.11990


VOL. 1, NO. 1

Crop photos dramaticallyto pull readers in Stagepresence with type Versatile newsletter onhalf a page Plasticbusiness cards in color

ROUND OUT YOURDESIGN LIBRARY.BACK ISSUES: $10

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