Block · one region of the page, as the scanner read it. It may hold a whole story, part of one, several, or an advertisement; stitching blocks into articles is the next step. Text is supplied OCR.
Page 6 · column 2 of 4 · from the scan, no model involved

MR. WALTER J. BRODIE BLUE CROSS-BLUE SHIELD 4010 West Broad Street Richmond 30, Virginia
Please send me information about Blue Cross-Blue Shield
Membership.
Name
Address
City_
State
62.3%