Type Tips
http://www.stcboston.org/archives/articles/typetips.shtml

White, Alex W.
Boston Broadside
1993

Abstract:

Type is to a publication as a speaker is to an audience -- they both have to work coherently to capture and keep your attention. Type defines a publication's personality; since it's a common element on every page, it should work to achieve a visual unity throughout. Crisp, consistent, readable typography will help propel the reader through your pages.