University of Wisconsin Digital Collections
Link to University of Wisconsin Digital Collections
Link to University of Wisconsin Digital Collections
The Silver Buckle Press Collection

Page View

American Type Founders Company / American specimen book of type styles : complete catalogue of printing machinery and printing supplies
(c1912)

To the progressive printer,   pp. v-vii


Page v

~y Re~
z
2~l3 0
C 2-U
72832o
TO THE PROGRESSIVE PRINTER
hle contents of the American Specimen Book of Type Styles represent
the fruits of the constant policy of the American Type Founders Company
to dcsign and manutfacture Type Faces and Decorative Materials which
broaden the printers' field of profits by thoroughly satisfying the buyers
of printing ant increasing the use and popularity of printed salesmanship.
THE DECISIVE CRITICS OF TYPE FACES
It nay not he proper that we praise the beauty, symmetry, dignity, at-
tractiveness and serviceahility of the type designs of the American Type
Founders Company; Such praise may he suspected of bias, and adds no
valie to the type faces; but both tie American Type Founders Com-
pany am] the printers must defer to the opinions of the ultimate, decisive
critics of tylpe faces the custolers of the printers. The verdict of the
bliers of printing is Indicated by the almost exclusive use in the better
class of coilercial aid periodical printing of type faces originated by
the Anerican TNpe Fouinders Company. To say that any printed work
or advertisenient is excellent and attractive is usually equivalent to saying
that it is set in type iade by the American Type Founders Company.
PROFITABLE vs. UNPROFITABLE TYPES
TIhis Sprecimen Book contains no item wh1ich has outlixed its useful-
ness and profitableness. Anotlher specimen book as big as this one might
he co imled oftype faces which were in regular demand a few years ago,
bi which cannot now he used profitably. Not the least service the
Amcrican Type Founders Company has rendered to the printers is that
of discarding hundreds of series of type faces which do not conform to
tie present higher standard of typographic taste which has been created
and fostered by tie ( Originator of Type Fashions."
Iforiginal 'and good type designs do not attract new business to the
printer it is waste of time to produce them. If printers were restricted
to the ise of the old-fashioned type faces current at the beginning
of thils century the buers of Printing would now, as they did then, 
restrict t ir expendi  to  e obviol necessary kinds of printin .
Thle reat ex ansiot ofg the printing b hsiness bega wien printed sales-
tanship  ats iade attractireani  (' ini  aisd convincing by the original
t pe designs of tIe Amiirican TNpe TFunders Company. The conuercial
%      iorld took  w thuse of th great doin iati  type designs with the
samle alacrity w ithl wh ich it werlcomen(d the( telephone as a substitute fo~r the
me)(sscinger lioN. and for the( same- reasons, better results and more profits.
Thel( narrow,' <old-faishioned superstition thiat thie buyers of printing should
be kept Iin ipnorance of type laces is rapidly being Superseded by
ait  ivofavrisn        h   printers' chief business-producingr asset,
I-sIected ty1e faccs. To buy new type faces for the purpose of re-
taling, attracting mul increasing~ business is as obviously necessary in
thle pinlting plant ats a new stock of' wares is necessary to maintain the
presti-w of any othier dealer in merchandise. The printer who uses type
faC(IS madl v the Amnerican Type Founders Copn.rne
n_ imlself w%]ith a great majority of the successful printers. Hxx
n   Izzzzzzzzz:zzzzzzzz zzzzzzxIxxxxx IIx::zzzzzzzuzzzzxzzzzzzzzzzIII unxIIIunzzzz z: hh I xl  d N
tVh                                                        No  44
K


Go up to Top of Page