in this period included historian and adviser Stanley Morison, publicity manager Beatrice Warde, engineering expert Frank Hinman Pierpont and draughtsman Fritz Stelzer (the latter two both recruited from the German printing industry, although Pierpont was American), under managing director William Isaac Burch, who led the company from 1924 to 1942. Despite tensions within the company, particularly between the historically minded faction of Morison and Warde and Pierpont in Salfords, notable typefaces commissioned included Gill Sans, Times New Roman and Perpetua, and the company maintained high standards of development allowing it to produce designs with good spacing, careful adaptation of the same basic design to different sizes and even color on the page, essential qualities for balanced body text. Historian James Mosley, who worked closely with Monotype in the 1950s and onwards, has commented:The English Monotype Corporation of the interwar years looks in retrospect rather like one of the great public bodies of the period, for example the British Broadcasting Corporation or London Transport... benevolent monopolies ruled by autocrats who revelled in the role of patron of the arts on a scale exceeding that of Italian Renaissance princes.Monotype enjoyed, in Britain at least, something approaching a monopoly in book and better-quality magazine typesetting.. .Monotype exploited the glamor of its new typefaces... with brilliant publicity, for which Morison and his devoted young American recruit Beatrice Warde were partly responsible. The American branch lagged behind the British in artistic reputation. Their designs are now often rather obscure, since (unlike products from the British branch) few have been made widely available through bundling with Microsoft products. The company employed Frederic Goudy on several serif font projects which were well received at the time, and on staff type designer Sol Hess, who created the geometric sans-serif Twentieth Century as a competitor to the German Futura. Decline Monotype entered a decline from the 1960s onwards. This was caused by the reduction in use of hot metal typesetting and replacement with phototypesetting and lithography in mass-market printing. This offered considerable efficiencies, such as no need to print books from solid metal type, quicker setting of type and a reduced number of operators needed. It also promised a more diverse and exciting range of fonts than that possible with hot metal, where it is necessary to own life-size matrices for every size of every font to be used. Monotype made the transition to cold type and began to