the pages of advertising. Some magazines use short articles, or
"fillers," to furnish the necessary reading matter on these advertising
pages.

Newspapers of the usual size, with from 1000 to 1200 words in a column,
have greater flexibility than magazines in the matter of make-up, and
can, therefore, use special feature stories of various lengths. The
arrangement of advertisements, even in the magazine sections, does not
affect the length of articles. The only way to determine exactly the
requirements of different newspapers and magazines is to count the words
in typical articles in various departments.

SELECTION AND PROPORTION. After deciding on the length of his article,
the writer should consider what main points he will be able to develop
in the allotted space. His choice will be guided by his purpose in
writing the article. "Is this point essential to the accomplishment of
my aim?" is the test he should apply. Whatever is non-essential must be
abandoned, no matter how attractive it may be. Having determined upon
the essential topics, he next proceeds to estimate their relative value
for the development of his theme, so that he may give to each one the
space and the prominence that are proportionate to its importance.

ARRANGEMENT OF MATERIAL. The order in which to present the main topics
requires thoughtful study. A logical development of a subject by which
the reader is led, step by step, from the first sentence to the last in
the easiest and most natural way, is the ideal arrangement. An article
should march right along from beginning to end, without digressing or
marking time. The straight line, in writing as in drawing, is the
shortest distance between two points.