Baseline sets out to reflect all aspects of type, including its design, history, use, and links to the graphic, art and craft scenes. The magazine’s contents are deliberately eclectic. It publishes historical and new material, from academic as well as journalistic sources. This means that the magazine provides a rich mixture of articles and reference materials. The editorial stance is open, valuing especially originality of thought, while giving due weight to academic research. It has a distinct personality, lending emphasis to humanism. It is neither superficial nor artificially analytical. The magazine is highly regarded for it’s use of materials and production values.