printed media

Why use a sans-serif for printed media if a serif has highest readability?

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So I've just redesigned a publication of ours where I work and opted to use Helvetica for the body text as it looks so much smoother and, in my opinion, much more contemporary than their current use of Adobe Garamond Pro.

However, I was approached today by my superior who told me that his wife (whom is a copy editor) "had a lot of issues with using Helvetica and not a serif font for print."