• Steven Heller

Happiness is Times New Roman

There is something of a tradition among publishers to celebrate their respective typefaces through notices and other means. Crowell-Collier went the extra mile in 1943 with an impressively large brochure explaining why they switched to Stanley Morrison’s Times New Roman for Woman’s Home Companion, and why the typeface would soon grace all their magazines.

The artifact below shows that in addition to the perfection of the letters, Crowell-Collier had another motive. Times New Roman took up less space than Garamond and Bodoni. Remember, this was 1943, at the peak of the wars in Europe and the Pacific, and paper was at a premium. The more words on a page, the less paper was necessary. Thus opening up a whole new area of study to the type-geek: Typefaces at war. Times New Roman was a hero.

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