Why don't publishers use Helvetica?

«Helvetica may be everywhere - on the street, in the boardroom, around advertisements - but its nowhere on the bound printed page. It seems that serifed type has been deemed easier to read by the publishing industry than by advertisers and designers. Perhaps the serifs somehow aid in hurrying our eyes along the horizontal plane. Helvetica may be more legible at a distance, hence its use outdoors. Close up, serifs may help; further away, maybe not. Who knows?»



Um texto de Nigel Beale, no theblogbooks, intitulado "Why don't publishers use Helvetica?"