tz – Furniture Field Notes

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1. Nameplate – The name of a newspaper as it’s displayed on Page One. TZ is able to take advantage of their short name and crafting a simple design that has all the pertinent basic information such as price, date, etc. The picture I’ve included is of the top half of the paper, with an interesting lead article. The large “tz” logo set on the bright red background is eye catching, drawing the reader first and foremost to the paper’s name before looking at the included articles and pictures. It’s an effective use of brand reinforcement.

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2. Teaser and Promo – An eye-catching graphic element, on Page One or section fronts, that promotes an item inside; also called a promo. TZ continues with the bold red, which is undoubtably eye-catching, with their teasers. They use short titles, a very brief, 3-4 word, descriptions, and a relevant photo to get the reader to turn to the page. While it is very short and to the point, I think the newspaper could only benefit by adding a bit more relevant information in order to draw the reader in.

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3. Rule – A printing term for a straight line; usually produced with a roll of border tape. The entire border is effectively marked in easy to see grids of white space and content and yet, on the front page at least, this is the only section to have a defined and visible line. The content inside this rule is the table of contents, which features a link to their website where more stories are available.

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4. Section Flag – The name of the section as it’s displayed at the beginning of each section. The included photos show the section flag at the beginning of the section as well as further in. The first flag is large and in the now typical red background and white bold font that is the hallmark of TZ. Just as before it is eye-catching and easy to notice without too much effort from the reader. Following that, they opt for a smaller flag that has been grey-scaled next to the page number.

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5. Skew – Text that wraps around a photo or artwork; also called a wraparound or a runaround. Much as any other publication TZ utilizes every space possible when wrapping their text around an image and bring it as close as possible while leaving enough white space to showcase the image.

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6. Bylines and Credit Lines – The reporter’s name, usually at the beginning of a story. TZ places the names of the writers at the end of each section, either full first and last names or first initial and last name. The emphasis seems to be placed on the story itself rather than the writer as there is no inclusion of a “by” or any other kind of marker to note this is the author.

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7. Pull Quote – A graphic treatment of a quotation taken from a story, often using bold or italic type, rules or screens. Also called a pull quote. As close to the defined term as can be. Pull quotes, which are used sparingly throughout the paper, this is one of the only ones I could find from 2 issues, are simply bold and larger type.

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8. Folio – Type at the top of an inside page giving the newspaper’s name, date and page number. TZ utilizes which edition – in this case the weekend – the actual date and a small logo with a black background instead of the red typically seen throughout the paper. It isn’t overly bold or distracting and offers a simple reference for information that is typically unnecessary for an average daily reader.

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9. Drop Cap – A large initial letter that drops below the first line of a paragraph, usually used at the beginning of a section. Much as with the rest of the paper TZ utilizes a bold red color for the drop caps. It draws the eye in to the story that feature drop caps as the bold red contrasts against the black font and white background of the paper.

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10. Cutline – A line or block of type providing descriptive information about a photo. Wrapped around or inserted into the photo using standard black type is a short definition of what the photo is depicting. It is not used in every photo and is mainly shown on large photos that are at the front of sections. It’s used to showcase the importance of the image compared to other, smaller images.

Nick Schmiedicker

One Comment

  1. Yay for TZ for having the courage to do what I’ve always secretly thought important: putting the story before the writer’s byline. I LOVE that they put the credit lines at the end. First, it’s much more in line with how they treat other content producers, i.e., photographers and graphic artists. It also makes the credit merit-based to a degree. If the story’s good enough to read all the way through, they’ll get to the name. … On another topic, I’m surprised they don’t seem to use page numbers, just section flags. … Overall, you did a nice job on this.

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