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

[Advertisements for the American Type Founders Company],   pp. 33-39


Page 39

Important to Buyers
The Demand
Determines the Supply
HE progressive printers have in reality
seledted the type faces and decorative
materials shown in this Book. Here
and there are printers who for one
reason or another cling to old-fashioned job
type faces, now rapidly becoming obsolete, but
the demand for the old-fashioned type faces
is so small and dwindling that they cannot
profitably be carried in stock.
There is no kind of printing that cannot
be done better with the newer progressive type
faces than with old-fashioned job type faces.
Printing done with the fashionable, pop-
ular and progressive type faces shown in this
Book is more valuable to the printers' cu~to-
mers than if set in type faces which
are old-fashioned relics
of the past
American Type Founders Company
ORIGINATOR OF TYPE STYLES
Set in Cheltenham Wide and Cheltenham Italic  39ne  rder No.   ver ater 1 ornament
39


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