MODERN TYPOGRAPHY

Auckland Star, Volume LXXI, Issue LXXI, 14 September 1940, Page 8

MODERN TYPOGRAPHY

"STAR" A PIONEER

IMPROVED TYPE FACES WAR IMPOSES IMPROVEMENTS ha* been criticism, mostly favourable. but some adverse, on the chango that was made a fortnight ago In the type in which classified advertisements, and a limited amount of news matter. Is presented In the "Auckland Star." This new type, with its broader face, is now in universal use in England. America and, more recently. In Australia. As with other industries, there is a steady improvement in the design of type and that introduced for cosual advertising is the latest production ol the type founders. The "Auckland Star" has been a pioneer in the newspaper world for fifty years, nnd this latest endeavour to keep abreast of the times has been Introduced at a cost of more than two thousand pounds. The advertiser will And that he gets more words for his money than was formerly the case, and that the type prints slightly blacker and more dlstlnctly than w»s the case In the nonpareil that It replaced. Thlr.. however. Is only a part of the story: Under war restrictions Imports of newsprint have been reduced by something more than 50 per cent, and It is a problem to provide "Auckland Star" readers with a news service and the features of varied interest to which they have become accustomed. The new type, while it prot'ides the casual advertiser with a.better service than he has hitherto enjoyed, is also a saver of space that is being devoted to maintaining the reader interest, and thla ts a point that the advertiser requires to consider—the value of his announcement is dependent upon the paper being so presented that it will be read from beginning to end. In this the evening Journal has a tremendous advantage, for while in the morning there may bo the will to scan the leading news features, the leisure of after-work hours brings with it time to thoroughly examine and digest the whole of the paper's contents.

This fact ts more fully appreciated In the United States than In other countries, for there, with one exception, the Uncage, as It is termed, of advertising is greater In the evening than in the morning newspapers; but this Is apart from the purpose of this brief statement about the new type introduced into the newspaper which has been bought to five tlie advertiser a service equal to that obtaining In any English-speaking country, and at the same time to conserve space that can be utilised to maintain the -reader's interest.

(The above article is set In the new face type).