All three brothers were familiar with the foundry business and quite soon the firm began making type that was "state of the art," being point-set and having a common base-line for all faces of the same body size.
This last feature was a recent innovation and, as Inland had no back stock of non-linging faces, they advertised this heavily as "Standard Line Type."
While the other two brothers simply retired, Oswald Schraubstadter worked for ATF for many years.
Several factors were responsible for this including the experience and capability of the Schraubstadter brothers, a well designed high-quality product, an aggressive program of direct mail advertising, and reduced transport costs due to both the closeness of lead mines and the concentration of the printing industry in the Midwest and Tennessee.
Another factor in their success might have been widespread resentment among printers of the "type trust," represented by ATF.