The Press: New Look for the Satevepost

Not since 1942, when it dropped its sprawling, double-deck cover title, had the Saturday Evening Post (circ. 4,600,000) made major changes in its makeup. But last week readers of the Satevepost saw a big difference. There were more pictures—some spread across two pages or running necklace-fashion around text. There were wider margins, gaps of white space, splashier illustrations, and a Collier's-like short-short story. As body type for its stories and articles, the Satevepost replaced its familiar Century Schoolbook type with a lighter version of an old-fashioned design by John Baskerville, great and good friend of Satevepost Patron Saint Benjamin Franklin.

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