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.

This handbill advertising a “cheap beach and travel package” of first-class quality letter paper and lined envelopes in five colors was issued (and very likely also printed) by A. Frerichs, a letterpress printer, publisher, book and stationeries dealer in Norderney, Germany.

The exclusively typographic design features Etienne schmal, Neueste schmale Grotesk, and two weights from the typeface series sold by Weber under the name Aurora-Grotesk: the bold V, also known from Ludwig Wagner as Edel-Grotesk fett and from Amsterdam as Annonce, and the medium VII, or Edel-Grotesk halbfett. The narrow sans with flaring stems that’s used for the price (95 Pfennige) is Werbe-Grotesk. The inclusion of this Ludwig & Mayer typeface tells us the handbill can’t be any older than from 1915. Chances are it dates from around 1920.

This piece of ephemera includes two errors that were common with handset type: In the second line below the price, the sort between “blau,” and “braun” was placed upside-down. Instead of a blank space, we get to see the image of the inked underside (the foot), with two black squares separated by the groove. Since this resembles the large eyes of a fly, it’s also known as Fliegenkopf (“fly head”) in German letterpress lingo. Two lines below, the first e in “Seidenfutter” is flipped. This slip could have been caught by the missing nick, i.e. the little notch that should be facing up. Also note the use of ditto mark (〃), here in the form of (curly) quotation marks, placed center-aligned underneath each of the repeated words or numbers.

Dimensions: 46.4×33 in. (118×84 cm)