“The Market Shelf” is in Bethany. This face is shown in a single black upright style in Lettergraphics’ 1976 catalog, together with the italic Parker Connie, which is an adaptation of Resolut (Nebiolo, 1937) with closed stencil bridges. Bethany is not yet listed in the Letter-Fan from 1969, indicating that this ad represents an early use. The words are set on a wavy baseline, demonstrating the (then relatively new) possibilities of distorting the letterforms with the use of lenses. There is no digital version of Bethany, but the heavy weight of Nashville – another adaptation and expansion of Resolut that originated at Brendel / Typeshop – comes close.
The display type in blue features two more typefaces from Lettergraphics. The condensed sans with high contrast at the top right is Radius. The other, even narrower sans is Bailey, one of the earliest releases by the phototype company from Culver City, California.