Articles
Interview: Phil Martin cont....
MS: How did TypeSpectra come about? It seems to have replaced or displaced AI.
PM: Toughest question I will ever get. Even today I don't know if forming the second company was a good decision.
When my Chicago franchisee failed to take one of my offerings, thereby blocking me out of that important market,
I decided my franchisees perhaps had too much exclusivity, too much power, and I would find a way around those who
chose to not to stay with my guidance.
MS: How were your fonts distributed?
PM: In little boxes of rolled film by U.S. mail.
An AI master 2" film font
Fortura Biform Demibold (note opaquing and ruby masking tape)
MS: What I mean is, who were your customers and what kind of business arrangement did you have with them?
PM: My "customers" were my franchised typesetting companies, each of whom held exclusive rights to his
(all but Betty in Seattle was a his) territory. They paid a licensing fee of around $20 a font plus royalty.
I supplied the display booklets at my cost. Size of territories? One of my first franchisees Irving Hoffman in
Boston held all the New England states. Ohio was broken into four territories. Distributor Manfred Leyhausen of West
Germany supplied a German Postal Map to determine territories for the several German franchisees. Etcetera! No matter
where the fonts were, they were licensed by me to be there, but I retained ownership of every one. There was a time my
slogan was, "If I don't have two lawsuits going at all times, I am just not doing my job. I fought quite a few lawyers,
one in Toronto was the only one who ever beat me. United Bank of Illinois thought they could take the fonts of my bankrupt
Rockford franchisee. I read them a letter I had in pencil that was to be typed that night. They turned my fonts over to
my just-appointed Rockford agent immediately, to avoid receiving that letter.
Font: Semi-Stark
Next
|