SERIF fonts 5X better than San Serif--Why aren't they used on WWW much?

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Hello all!

Legendary copywriter Joe Sugarman says (in 'Advert. Secrets of the Written Word' p.113) that SERIF fonts (ex. times new roman) perform FIVE TIMES better in legibility tests than 'sans serif' fonts (ex. arial, verdana).

I WONDER WHY almost all sales pages on the Web do NOT use serif fonts?

Any idea?
#copywriting #fonts #san #serif #serifwhy #www

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