Esquire (October 1963)

Survey shows that in issue checked Roman typefaces outnumbered the others on approximately a two-to-one bassis.

The magazine examined this quarter was Esquire, issue of October 1963.

Fifty-five full- and double-page ads were examined for display and text types. Esquire’s advertising has a distinct emphasis on men’s clothing and furnishings. In display, 31 ads featured 19 different roman types, with only 9 sans-serif faces being used in 24 ads. For text composition, roman again dominated; 32 ads were set in 14 types, as against five sans-serifs in 17 ads.

Overall, aside from the hand- or photo-lettered designs, 36 different types were used. Roman faces were in particular favor, on a slightly better than two-to-one basis. Well-established Caslon was the most frequently used type for display; while for text, Century Expanded proved to be the most popular typeface.

It should be noted that the selection of types for captions and address lines were not included in this listing.

Display Types

CLASSIFICATIONTYPEFACECOUNT
OldstyleBookman1
OldstyleCaslon6
OldstyleCaslon Antique2
OldstyleGaramond1
OldstyleHand or Photolettering3
OldstyleWeiss1
TransitionalBaskerville2
TransitionalCentury2
TransitionalCentury Schoolbook1
TransitionalBulmer1
TransitionalMelior1
ModernBodoni1
ModernModern No. 201
ModernHand or Photolettering3
ModernCraw Modern1
ModernLatin Condensed1
ModernEngraver's Roman1
ModernTorino1
ModernUltra Bodoni1
Sans SerifFutura2
Sans Serif (Gothic)Alternate Gothic3
Sans Serif (Gothic)Copperplate Gothic1
Sans Serif (Gothic)Franklin Gothic2
Sans Serif (Gothic)Hand or Photolettering5
Sans Serif (Gothic)Microgramma1
Sans Serif (Gothic)News Gothic2
Sans Serif (Gothic)Standard4
Sans Serif (Gothic)Venus4
Square SerifClarendon2
Square SerifTypewriter3
ScriptHand or Photolettering2
DecorativeHand or Photolettering1

Text Types

CLASSIFICATIONTYPEFACECOUNT
OldstyleBookman1
OldstyleCaslon3
OldstyleCaslon Antique1
OldstyleCloister1
OldstyleGaramond1
TransitionalBaskerville1
TransitionalBulmer1
TransitionalCaledonia1
TransitionalCentury Expanded12
TransitionalCentury Bold1
TransitionalMelior2
TransitionalTimes Roman3
ModernBodoni2
ModernModern No. 11
Sans SerifFutura1
Sans SerifOptima1
Sans Serif (Gothic)News Gothic6
Sans Serif (Gothic)Lightline Gothic3
Sans Serif (Gothic)Standard6
Square SerifTypewriter2

This article first appeared in the “Typographic Scoreboard” column of the December 1963 issue of The Inland Printer.

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  1. Christie’s At Home Week: Carpets, European Furniture, Decorative Objects and Pictures. Wednesday 6 October & Thursday 7 October 2004 says:

    […] The Alexander S. Lawson Archive » Esquire (October 1963) […]

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