Illustrations by Arthur Radebaugh. The Bohn logo is lettered, not type. It underwent various changes over the years, starting with a slab serif in the early 1940s, then a sans for these ads later in the decade. By 1948 they fixed up the ‘N’ and raised the waist on the ‘B’ and ‘H’.
What typeface for ads about the future? Futura, of course!