Ladies Home Journal (December 1963)
Two oldies—Cheltenham and Century—head the list of roman display types, with Franklin Gothic leading the field in sans-serif display faces.
Sixty full- and double-page ads were examined for display and text types. In the display column, 31 ads featured 13 different roman types, while 21 ads contained 8 different sans-serif types. For text composition, 14 roman types were used in 37 ads, with 5 sans-serifs being used in 18 ads.
It is interesting to note that for display purposes, never-say-die Cheltenham tied for most use (four) with another oldie, Century. Among the sans-serifs, another perennial, Franklin Gothic (circa 1903), was used more than all the other sans-serif types put together.
Display Types
| CLASSIFICATION | TYPEFACE | COUNT |
|---|---|---|
| Oldstyle | Bookman | 2 |
| Oldstyle | Centaur | 1 |
| Transitional | Baskerville | 3 |
| Transitional | Century | 4 |
| Transitional | Cheltenham | 4 |
| Transitional | Hand or Photolettering | 2 |
| Transitional | Melior | 1 |
| Transitional | Times Roman | 3 |
| Modern | Bodoni | 1 |
| Modern | Craw Modern | 1 |
| Modern | Hand or Photolettering | 8 |
| Modern | Torino | 1 |
| Modern | Ultra Bodoni | 1 |
| Sans Serif | Futura | 1 |
| Sans Serif | Optima | 2 |
| Sans Serif (Gothic) | Folio | 1 |
| Sans Serif (Gothic) | Franklin Gothic | 10 |
| Sans Serif (Gothic) | Hand or Photolettering | 3 |
| Sans Serif (Gothic) | Lightline Gothic | 1 |
| Sans Serif (Gothic) | Standard | 1 |
| Sans Serif (Gothic) | Venus | 2 |
| Square Serif | Hand or Photolettering | 3 |
| Script | Hand or Photolettering | 1 |
| Script | Rondo | 1 |
| Decorative | Cooper Black | 1 |
| Decorative | Hand or Photolettering | 3 |
Text Types
| CLASSIFICATION | TYPEFACE | COUNT |
|---|---|---|
| Oldstyle | Bookman | 3 |
| Oldstyle | Centaur | 1 |
| Oldstyle | Garamond | 2 |
| Oldstyle | Oldstyle No. 1 | 1 |
| Transitional | Baskerville | 5 |
| Transitional | Caledonia | 1 |
| Transitional | Century | 4 |
| Transitional | Century Expanded | 4 |
| Transitional | Century Schoolbook | 5 |
| Transitional | Cheltenham | 2 |
| Transitional | Fairfield | 1 |
| Transitional | Melior | 1 |
| Transitional | Times Roman | 3 |
| Modern | Bodoni | 3 |
| Modern | Modern Extended No. 1 | 1 |
| Sans Serif | Futura | 1 |
| Sans Serif | Optima | 1 |
| Sans Serif (Gothic) | Lightline Gothic | 1 |
| Sans Serif (Gothic) | News Gothic | 14 |
| Sans Serif (Gothic) | Standard | 1 |
This article first appeared in the “Typographic Scoreboard” column of the March 1964 issue of The Inland Printer.