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
| CLASSIFICATION | TYPEFACE | COUNT |
|---|---|---|
| Oldstyle | Bookman | 1 |
| Oldstyle | Caslon | 6 |
| Oldstyle | Caslon Antique | 2 |
| Oldstyle | Garamond | 1 |
| Oldstyle | Hand or Photolettering | 3 |
| Oldstyle | Weiss | 1 |
| Transitional | Baskerville | 2 |
| Transitional | Century | 2 |
| Transitional | Century Schoolbook | 1 |
| Transitional | Bulmer | 1 |
| Transitional | Melior | 1 |
| Modern | Bodoni | 1 |
| Modern | Modern No. 20 | 1 |
| Modern | Hand or Photolettering | 3 |
| Modern | Craw Modern | 1 |
| Modern | Latin Condensed | 1 |
| Modern | Engraver's Roman | 1 |
| Modern | Torino | 1 |
| Modern | Ultra Bodoni | 1 |
| Sans Serif | Futura | 2 |
| Sans Serif (Gothic) | Alternate Gothic | 3 |
| Sans Serif (Gothic) | Copperplate Gothic | 1 |
| Sans Serif (Gothic) | Franklin Gothic | 2 |
| Sans Serif (Gothic) | Hand or Photolettering | 5 |
| Sans Serif (Gothic) | Microgramma | 1 |
| Sans Serif (Gothic) | News Gothic | 2 |
| Sans Serif (Gothic) | Standard | 4 |
| Sans Serif (Gothic) | Venus | 4 |
| Square Serif | Clarendon | 2 |
| Square Serif | Typewriter | 3 |
| Script | Hand or Photolettering | 2 |
| Decorative | Hand or Photolettering | 1 |
Text Types
| CLASSIFICATION | TYPEFACE | COUNT |
|---|---|---|
| Oldstyle | Bookman | 1 |
| Oldstyle | Caslon | 3 |
| Oldstyle | Caslon Antique | 1 |
| Oldstyle | Cloister | 1 |
| Oldstyle | Garamond | 1 |
| Transitional | Baskerville | 1 |
| Transitional | Bulmer | 1 |
| Transitional | Caledonia | 1 |
| Transitional | Century Expanded | 12 |
| Transitional | Century Bold | 1 |
| Transitional | Melior | 2 |
| Transitional | Times Roman | 3 |
| Modern | Bodoni | 2 |
| Modern | Modern No. 1 | 1 |
| Sans Serif | Futura | 1 |
| Sans Serif | Optima | 1 |
| Sans Serif (Gothic) | News Gothic | 6 |
| Sans Serif (Gothic) | Lightline Gothic | 3 |
| Sans Serif (Gothic) | Standard | 6 |
| Square Serif | Typewriter | 2 |
This article first appeared in the “Typographic Scoreboard” column of the December 1963 issue of The Inland Printer.
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