CARL ERNST POESCHEL:
Title-page of a type specimen.
Black and orange.anything like the reproductive accuracy needed today and possessed by
the halftone. nor can the medieval rate of production of the woodcut
remotely compete with modern process block manufacture.)
Apart from negligible exceptions. restricted to literary periodicals. the
book-artists were unable to put their theories into practice in the important
field of newspapers and magazines. In the great area of advertising they
were shut out from the start.
A whole book on its own would be needed to describe all the different
characters and theories of the artists of the advertising world before and
after the war. Their common fault was that they always made their own per
sonalities or their "handwriting" an effective factor in their work. A factual.