Preface states that this book is a compilation of experience accumulated during the time when advertisers and printers have been learning the need of getting together in a more perfect understanding of each other's problems and in the production of more direct advertising. It is meant to enable advertisers to capitalize upon the experiences of those who have learned practical mastery of this necessary part of a well planned advertising program. Book tries to dispel myths and generalizations about the printing business so that printers and advertisers alike can work better together. Includes and appendix with paper types, printing estimates, practical folds, bindings, and stock paper sizes. Cover slightly worn with small closed tears along edges.