Thus, excessive use of graphics is contrary to the interests of our readers, our advertisers and ourselves . Therefore, the use of graphic elements in e-ads is restricted. For further info on handling e-ad graphics, call or email the AntiShyster. Resolution for text printed on glossy paper magazines with sophisticated lineprinters can easily exceed 1200 DPI and approach photographic quality. As a result of this reduced resolution, fine detail can be lost and some Type Faces and Font Sizes that are easily read on paper, appear fuzzy and hard to read on computer monitors.
Illegible text discourages readership and thereby diminishes ad response rates.
This sans serif type face offers good legibility and invites reader interest. That's bad for business. However, legibility requires a trade-off. Therefore, to maintain legibility and attract reader interest, e-ads should be written with fewer words and printed in a font size no smaller than 10 point. However, note that the italics attribute tends to reduce legibility for e-ads and thus discourage reader interest.