American Type Founders

The ATF Association was formed in 1864 and was responsible for establishing the American point system in 1886 based on 83 picas exactly equal to 35 cm.

Leaders in the industry, notably Joseph W. Phinney of the Dickinson Type Foundry in Boston, set up a committee to address these problems, eventually recommending consolidation.

With the inclusion of the Barth Caster and the Benton Pantograph, ATF immediately became the largest and the most technologically advanced foundry in the world.

Real consolidation did not begin until 1894, when Robert Wickham Nelson, principal owner of the Throne Typesetting Machine Company and a new stockholder in ATF, became general manager.

He immediately began to liquidate unprofitable ventures, eliminate duplications, and force the various branches to do business under the ATF name instead of retaining their former ones.

Joseph W. Phinney was put in charge of the design department and he supervised the introduction of Cushing, Howland, Bradley, and the William Morris-inspired Satanick and Jenson Oldstyle, the last of these being hugely successful.

Young Benton was then commissioned to finish Lewis Buddy's Elbert Hubbard-inspired Roycroft, another successful introduction.

Cleland, Walter Dorwin Teague, Frederic Goudy, and Oz Cooper, the bulk of ATF's catalog through the 1930s was developed in-house, under the direction of Morris Fuller Benton.

Another key player at the ATF Co. at this time was the advertising manager (and informal company historian) Henry Lewis Bullen, who in 1908 began assembling a library of historical typography and type specimen books for designers to draw upon.

In 1901, Nelson consolidated casting operations in a purpose-built factory in Jersey City and the branches remained only as distribution centers.

By the 1920s, ATF had offices in 27 American cities and Vancouver, British Columbia, where it sold not only type, but pressroom supplies and printing presses (their own Kelly line and those of other manufacturers) as well.

In what position, may we ask, would the printing industry be to-day without the great type families, known to fame as Cheltenham, Century [long list follows] and others?

Nelson's successor as president, Frank Belknap Berry (originally one of the founders of the Cleveland Type Foundry), was unpopular with the board and he was soon replaced by Joseph F. Gillick, whose first move was to shut down ATF's subsidiary Barnhard Brothers & Spindler in Chicago and bring their casting operations to Jersey City.

[5] When William M. Kelly (1869–1949), an employee in the sales department, proposed a design of automatic cylinder press, Nelson immediately authorized the project.

Also, the company had been over-extended in the boom years, too much credit had been extended to the trade, inventories were bloated, and the corps of executives (many left over from pre-consolidation days) were older and without vision.

Inventories were cut, faces discontinued, and production of several models of Kelly press as well as the Klymax Feeder was shut down.

ATF was released from court supervision in 1936, and in 1938 a sales study was made making the following observations: the Kelly press was obsolete, body type was now the exclusive province of line-casters and display type would have to be the mainstay of type production, almost half of what ATF was selling was other manufacturers' products that could easily be made in their own facilities, the acquisition of or merger with another firm in the letterpress industry would be desirable, as offset was a rising technology ATF needed to invest in that business.

Large press (as opposed to duplicator) production continued until the late 1970s when the 25" Profiteer was discontinued as the basic Webendorfer design became obsolete.

Beginning in the 1970s, arrangements to sell large offset presses under the Chief name were made with other manufacturers, first with MAN Roland and then with Solna.

[18] ATF also produced the first optically scanning typeface, OCR-A, in 1969 and this remains the standard on printed bank checks to this day.

ATF also was the authorized sales agent in the United States and several other countries for another film setting machine, the Hadego, which was a headliner, manufactured in the Netherlands from 1951, under license from its inventor, Hans de Goeij.

[22][23] The last phototypesetter designed and produced by ATF was the Photocomp 20, so named because of its rated speed of twenty 11-pica newspaper lines per minute.

A study undertaken by Whitin Machine Works, a manufacturer of textile making machinery looking to expand out of an industry depressed by the introduction of synthetic fabrics, suggested that "quick printing" done with duplicators was a growing market.

The basic design was by Louis Mestre, and it incorporated many large press features as he had free use of Webendorfer patents.

Both Chief models were made and sold in Europe by Gestetner Cyclograph Company, and were also marketed in the United States by the Itek and Ditto corporations.

Unfortunately for ATF, the quick printing industry had less use for such quality work and more need of a "fast and dirty" duplicator like the 350 and so its market penetration was limited.

Breaking their pattern of low investment in upgrading technology, ATF actually developed improved models of the Davidson and this line remained competitive right to the end.

Immediately a bid was made to enter the field of digital typography with a software subsidiary being set up in Tucson.

This equipment was saved through efforts coordinated by Theo Rehak, the last person trained to run these machines at ATF's Elizabeth, New Jersey facility.

By the early 1980s, the Chief line needed updating and a crash program was undertaken to produce a press that could compete with the A.B.Dick 9800 series.

1896 advertisement in Will H. Bradley 's magazine, Bradley, His Book
ATF's 1923 specimen book explains that its goal is to 'discourage unhealthy competition' in the printing industry. [ 5 ]