Allgemeine Photographische Zeitung, January 1933
Allgemeine Photographische Zeitung was an Austrian photography magazine published from 1919 to 1973. Shown here is the cover and two interior pages from the January 1933 issue, when the trade journal was published by Josef A. Detoni, Vienna.
The cover features an advertisement for Gevaert’s then new photographic plate for professionals, featuring the name “ASTRID” in the Ludwig & Mayer typeface Motor. This bold semi-slab is an all-caps companion to Karl Sommer’s Dynamo. Both were first cast in 1930.
The magazine name is in another typeface by Ludwig & Mayer, Erbar-Mediaeval lichtfett, here used with its alternate A. This nameplate was introduced in issue 10, 1931, replacing Perkeo which had been in use since 1924.
The bold wide typeface used for the information below the name is a local one: it’s Mönch-Extended, part of the Mönch-Antiqua series by the Viennese Poppelbaum foundry. Their Block is used for the claim of the advert, alongside Futura and Breite halbfette Elite-Grotesk – which was Poppelbaum’s name for Edel-Grotesk halbfett a.k.a Aurora-Grotesk VII.
Additional typefaces used for ads inside the magazine include the halbfett weight of Ludwig & Mayer’s Werbe-Grotesk, the light extended weight of Elite-Grotesk, and Hochblock by Berthold.
The ad by Fritz Gratl features Bernhard Handschrift. The inline caps are from Lichte fette Grotesk a.k.a. Phosphor, used here with both forms for R and zeros in place of the letter O.
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Some thirty years after this ad, Gevaert would merge with Agfa into Agfa-Gevaert. In 1999, the company acquired a broke leftover from the era of machine typesetting named Monotype Typography Inc. This new company named Agfa Monotype Corporation was then sold to a private equity firm in 2004 – and the rest is type history.