The New Yorker (March 7, 1964)

Romans lead in display in this issue, but last year at this time sans-serifs were ahead, 27 to 20.

Seventy-six full- and double-page ads were checked for the types used in display and in text composition. For display purposes, 20 different roman types were used in 40 ads, while 9sans-serif faces were used in 29 ads. In the text composition, 17 romans were used in 45 ads; 5 sans-serifs were used in 27.

One year ago, this department checked the same magazine. It is evident that the roman types are receiving wider use for display purposes, since at that time the sans-serif types led the romans 27 to 20.

With all the newly designed gothics now available, it may be noted that the standby Franklin Gothic was the most used display face, and its ancient sister, News Gothic, was the leader in the body type selections.

Display Types

CLASSIFICATIONTYPEFACECOUNT
OldstyleBookman1
OldstyleCaslon4
OldstyleCloister1
OldstyleGaramond5
OldstyleHand or Photolettering1
OldstylePalatino2
TransitionalBaskerville2
TransitionalCentury2
TransitionalCentury Expanded2
TransitionalColumbia1
TransitionalHand or Photolettering2
TransitionalIdeal Bold1
TransitionalNicholas Cochin1
TransitionalPerpetua Bold1
TransitionalTimes Roman4
Sans SerifFutura4
Sans SerifOptima2
ModernBernhard Modern1
ModernBodoni3
ModernCraw Modern1
ModernHand or Photolettering4
ModernOnyx1
Sans Serif (Gothic)Alternate Gothic1
Sans Serif (Gothic)Franklin Gothic13
Sans Serif (Gothic)Hand or Photolettering2
Sans Serif (Gothic)News Gothic2
Sans Serif (Gothic)Standard3
Sans Serif (Gothic)Univers1
Sans Serif (Gothic)Venus1
Square SerifClarendon1
Square SerifHand or Photolettering3
ScriptBrush1
DecorativeAd Lib1
DecorativeCooper Black2

Text Types


CLASSIFICATIONTYPEFACECOUNT
OldstyleBookman1
OldstyleCaslon2
OldstyleCloister1
OldstyleCooper Oldstyle2
OldstyleGaramond5
OldstyleGoudy Oldstyle2
OldstyleJanson2
OldstylePalatino2
TransitionalBaskerville1
TransitionalBulmer1
TransitionalCaledonia3
TransitionalCentury Expanded8
TransitionalCheltenham1
TransitionalColumbia1
TransitionalPerpetua Bold1
TransitionalTimes Roman8
ModernBodoni4
Sans SerifFutura2
Sans SerifOptima4
Sans Serif (Gothic)News Gothic13
Sans Serif (Gothic)Standard7
Sans Serif (Gothic)Venus1
Square SerifMemphis1

This article first appeared in the “Typographic Scoreboard” column of the June 1964 issue of The Inland Printer.

One Comment

  1. […] a comparison of the December 1981 figures with an earlier period, I dug up a similar survey of the same periodical, dated March 1964. A comparison of the statistics indicates that, for the same number of ads, the results were almost […]

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