The news about the University of Wisconsin-Green Bay changing the default font in their e-mails has become the viral news of choice this past week – at least in the marketing world. And reactions range from the amused to the amazed. But font substitution and development is nothing new to old media; they’ve all been doing it since the days of Johannes Gutenberg, because in the print business – print efficiency is big business. Many news publications use specially designed versions of classic fonts that enable the companies to fit more print onto a single page.
The Guardian quotes the institution saying that it has “reported that the new font requires about 30% less ink, which costs up to $10,000 per gallon”.
Now that’s something to think about for all marketing and commercial print buyers out there. It also makes one muse over the balance of power between stakeholder and procurement when it comes to really saving money.

