BAUER TYPE
H as 1,1 azed tlie trail for
MODERN ADVERTISING
MODERN TYPE
...BAUER TYPE. that's what started this £reat vogue for
T1HI IE
IBAUIEIR T YIP IE
FOUNDMY
INC
modern advertisements! That's what stimulated anew the imagination
of the advertising world. New layouts...new type arrangements...fresh
appeals which have renewed reader interest in the advertising col
umns of magazines and newspapers...all have resulted from the ap
plication of present-day art to type designing. Leading the field in this
forward movement is the Bauer 1 ype foundry, creators of such out
standing successes as Futura, Bernhard Roman and Cursive, Lucian,
Atrax and other new types.
5
MODERN
Set in the New Bauer "Atrax" and
the New Bauer "Lucian Bold"
For examplei on June 12, a chech was made of the type faces used
in two of America's greatest newspapers...the New York limes
and the New York 1 lerald-Trihune. Seventy-six columns of display
advertising were set wholly or in part in Bauer modern types.
Bauer Types are carried in stock hy« The Machine Composition
Co., 470 Atlantic Ave., Boston Emile Riehl Sons, 18 No. Sixth St.,
Philadelphia^ Turner Type Founders Co., 1729 E. 22 St., Cleveland,
Ohio Turner Type Founders Co., 226 No. Clinton St., Chicago!
Turner Type Founders Co., 516 WCongress St., Detroit Mackenzie
Harris, Inc., 659 Folsom St., San Francisco! or may he ordered
through The J. C. Niner Company, 26 So. Gay St., Baltimore!
Pelouze Printers Supply Co., 25 No. 12th St., Richmond, Y irginia!
James H. Holt Company, Inc., 261 Court St., Memphis, Tennessee
235-247 EAST 45TH STREET
NEW YORK
