McCall’s (June 1965)
None of the advertisements in this issue would have been candidates for a display of adventurous type selection.
In this issue of the well-known housewife’s magazine, roman types dominated the 62 full-page advertisements. In the display category, 39 ads featured 16 roman typefaces, while 9 sans-serifs were used in 16 ads. For text composition, similar odds prevailed, as 14 romans were selected for 40 ads, with 6 sans-serifs being called upon for 15 ads.
Designers apparently were rather cautious in their type selection, relying upon the tried-and-true faces. In his centennial year, Frederic Goudy would no doubt be pleased that his Oldstyle, along with the foundry-designed bold-face, was the oldstyle type called upon most frequently. None of the advertisements would be candidates for an exhibit of adventurous type selection.
Display Types
| CLASSIFICATION | TYPEFACE | COUNT |
|---|---|---|
| Oldstyle | Bookman | 1 |
| Oldstyle | Caslon | 1 |
| Oldstyle | Garamond | 2 |
| Oldstyle | Goudy Oldstyle | 1 |
| Oldstyle | Goudy Bold | 4 |
| Oldstyle | Hand or Photolettering | 2 |
| Transitional | Baskerville | 2 |
| Transitional | Century | 5 |
| Transitional | Century Schoolbook | 4 |
| Transitional | Cheltenham | 3 |
| Transitional | Times Roman | 7 |
| Modern | Bodoni | 2 |
| Modern | Craw Modern | 1 |
| Modern | Hand or Photolettering | 2 |
| Modern | Modern No. 20 | 1 |
| Modern | Torino | 1 |
| Sans Serif | Futura | 2 |
| Sans Serif | Optima | 1 |
| Sans Serif (Gothic) | Charter Oak | 1 |
| Sans Serif (Gothic) | Franklin Gothic | 4 |
| Sans Serif (Gothic) | Hand or Photolettering | 1 |
| Sans Serif (Gothic) | Lightline Gothic | 1 |
| Sans Serif (Gothic) | News Gothic | 2 |
| Sans Serif (Gothic) | Univers | 3 |
| Sans Serif (Gothic) | Venus | 1 |
| Square Serif | Karnak | 1 |
| Decorative | Albertus | 1 |
| Decorative | Cooper Black | 2 |
| Decorative | Hand or Photolettering | 1 |
Text Types
| CLASSIFICATION | TYPEFACE | COUNT |
|---|---|---|
| Oldstyle | Bookman | 2 |
| Oldstyle | Caslon | 2 |
| Oldstyle | Garamond | 2 |
| Oldstyle | Goudy Oldstyle | 3 |
| Oldstyle | Goudy Bold | 3 |
| Transitional | Baskerville | 1 |
| Transitional | Caledonia | 1 |
| Transitional | Century Expanded | 6 |
| Transitional | Century Schoolbook | 4 |
| Transitional | Cheltenham | 3 |
| Transitional | Columbia | 1 |
| Transitional | Times Roman | 9 |
| Modern | Bodoni | 2 |
| Modern | Modern No. 20 | 1 |
| Sans Serif | Futura | 1 |
| Sans Serif | Optima | 1 |
| Sans Serif (Gothic) | Franklin Gothic | 1 |
| Sans Serif (Gothic) | News Gothic | 9 |
| Sans Serif (Gothic) | Standard | 2 |
| Sans Serif (Gothic) | Univers | 1 |
| Square Serif | Karnak | 1 |
This article first appeared in the “Typographic Scoreboard” column of the June 1965 issue of The Inland Printer.