The New Yorker (June 12, 1965)
Gap between roman types and sans serif faces broadens slightly, with Times Roman appearing most popular.
Back to The New Yorker after a year and a half, we find that the Madison Avenue typographers seem to be taking a rest. In an issue containing 69 full-page ads, 16 roman types were used for display in 36 ads, with 14 sans-serifs being called upon for 29 ads. For text composition, there were 16 romans in 41 ads, and 5 sans-serifs in 23 ads.
Looking back to 1963 and 1964 when the same periodical was checked, we found a slight broadening of the gap between the use of roman types as opposed to sans-serif faces, but nothing out of the ordinary which could be considered a trend. Times Roman seems to be the most popular type, hut old Caslon has been given a shot in the arm. Altogether, everything is going along rather quietly, with nobody attempting to rock the boat with typographic innovations.
Display Types
| CLASSIFICATION | TYPEFACE | COUNT |
|---|---|---|
| Oldstyle | Bookman | 1 |
| Oldstyle | Caslon | 9 |
| Oldstyle | Della Robbia | 1 |
| Oldstyle | Garamond | 2 |
| Oldstyle | Palatino | 1 |
| Transitional | Century | 2 |
| Transitional | Century Schoolbook | 1 |
| Transitional | Cheltenham | 1 |
| Transitional | Perpetua | 1 |
| Transitional | Times Roman | 9 |
| Modern | Bodoni | 2 |
| Modern | Craw Modern | 1 |
| Modern | Hand or Photolettering | 2 |
| Modern | Modern No. 20 | 1 |
| Modern | Torino | 1 |
| Modern | Ultra Bodoni | 1 |
| Sans Serif | Futura | 1 |
| Sans Serif | Optima | 2 |
| Sans Serif (Gothic) | Alternate Gothic | 1 |
| Sans Serif (Gothic) | Aurora | 1 |
| Sans Serif (Gothic) | Franklin Gothic | 2 |
| Sans Serif (Gothic) | Hand or Photolettering | 1 |
| Sans Serif (Gothic) | News Gothic | 2 |
| Sans Serif (Gothic) | Standard | 8 |
| Sans Serif (Gothic) | Univers | 5 |
| Sans Serif (Gothic) | Venus | 1 |
| Square Serif | Clarendon | 1 |
| Decorative | Cooper Black | 2 |
| Decorative | Hand or Photolettering | 1 |
| Script | Commercial Script | 1 |
Text Types
| CLASSIFICATION | TYPEFACE | COUNT |
|---|---|---|
| Oldstyle | Bookman | 1 |
| Oldstyle | Caslon | 3 |
| Oldstyle | Cloister | 2 |
| Oldstyle | Garamond | 3 |
| Oldstyle | Oldstyle No. 1 | 1 |
| Transitional | Baskerville | 1 |
| Transitional | Caledonia | 1 |
| Transitional | Century | 1 |
| Transitional | Century Expanded | 6 |
| Transitional | Century Schoolbook | 1 |
| Transitional | Cheltenham | 1 |
| Transitional | Fairfield | 1 |
| Transitional | Melior | 2 |
| Transitional | Times Roman | 13 |
| Modern | Bodoni | 3 |
| Modern | Craw Modern | 1 |
| Sans Serif | Futura | 1 |
| Sans Serif | Optima | 5 |
| Sans Serif (Gothic) | News Gothic | 10 |
| Sans Serif (Gothic) | Standard | 5 |
| Sans Serif (Gothic) | Univers | 2 |
This article first appeared in the “Typographic Scoreboard” column of the September 1965 issue of The Inland Printer.