Here from an ad in a 1920 issue of Printing Art is a neat example of leading. I found it interesting that the unleaded text saves about 25% — no wonder the pressures are always in that direction. One just doesn’t think of such things in percentage terms. Don’t assume this type is really 10 point: too many modifications have gone on since the original printed magazine was scanned.

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The quotation at the end is a Biblical reference — I guess in 1920 you didn’t need to tell your customers that you were quoting the Book of Habakkuk, 2, ii. In the King James version this reads “And the Lord answered me, and said, Write the vision, and make it plain upon tables, that he may run that readeth it.” The Lord probably didn’t have this sort of thing in mind — but then isn’t he said to be all-knowing?

Here’s my 2012 post on Leading.

 

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