The New Yorker (April 13, 1963)
Only the full-page and double-page spreads were analyzed; 71 advertisements were scanned. There were 31 different types used for display, plus 5 hand-lettering styles, and 21 types for composition of body copy. A total of 40 different types was used.
In body composition, the roman types more than held their own, although with considerably more variety of choices. The Gothics, Standard, News, and Lightline, accounted for 27 ads. In the roman types, Century Expanded was close, with 13. In display, the sans-serifs were dominant, but the romans were quite close.
Certainly, no trend is noticeable in this survey. It should be noted, for those who wish to check the totals, that some ads were without display types, and some used more than one type for body copy.
Display Types
| CLASSIFICATION | TYPEFACE | COUNT |
|---|---|---|
| Oldstyle | Caslon | 2 |
| Oldstyle | Goudy Oldstyle | 1 |
| Oldstyle | Goudy Handtooled | 1 |
| Oldstyle | Weiss | 1 |
| Transitional | Baskerville | 2 |
| Transitional | Bulmer | 1 |
| Transitional | Century Expanded | 1 |
| Transitional | Horizon | 1 |
| Transitional | Melior | 1 |
| Transitional | Times Roman | 3 |
| Modern | Bodoni | 1 |
| Modern | Craw Modern | 3 |
| Modern | Modern No. 20 | 1 |
| Modern | Torino | 1 |
| Sans Serif | Empire | 1 |
| Sans Serif | Futura | 2 |
| Sans Serif | Optima | 2 |
| Sans Serif (Gothic) | Alternate Gothic | 2 |
| Sans Serif (Gothic) | Eurostyle | 1 |
| Sans Serif (Gothic) | Franklin Gothic | 9 |
| Sans Serif (Gothic) | News Gothic | 4 |
| Sans Serif (Gothic) | Standard | 2 |
| Sans Serif (Gothic) | Univers | 3 |
| Sans Serif (Gothic) | Venus Extrabold Ext. | 1 |
| Square Serif | Antique Condensed | 1 |
| Square Serif | Clarendon | 2 |
| Square Serif | Fortune | 1 |
| Script-Cursive | Handlettered | 2 |
| Decorative | Broadway | 1 |
| Decorative | Cooper Black | 3 |
| Decorative | Libra (Uncial) | 1 |
| Decorative | Stencil | 1 |
| Decorative | Handlettered | 3 |
Text Types
| CLASSIFICATION | TYPEFACE | COUNT |
|---|---|---|
| Oldstyle | Caslon | 1 |
| Oldstyle | Garamond | 2 |
| Oldstyle | Goudy Oldstyle | 1 |
| Oldstyle | Janson | 1 |
| Oldstyle | Palatino | 2 |
| Transitional | Bulmer | 2 |
| Transitional | Caledonia | 4 |
| Transitional | Century | 5 |
| Transitional | Century Expanded | 13 |
| Transitional | Fairfield | 1 |
| Transitional | Melior | 1 |
| Transitional | Times Roman | 8 |
| Modern | Bodoni | 5 |
| Modern | Torino | 1 |
| Sans Serif | Futura | 3 |
| Sans Serif (Gothic) | Lightline Gothic | 9 |
| Sans Serif (Gothic) | News Gothic | 7 |
| Sans Serif (Gothic) | Standard | 11 |
| Sans Serif (Gothic) | Univers | 1 |
| Sans Serif (Gothic) | Venus | 1 |
| Square Serif | Stymie | 1 |
| Square Serif (Clarendon) | Clarendon | 1 |
This article first appeared in the “Typographic Scoreboard” column of the June 1963 issue of The Inland Printer.