A serif font is different to a sans-serif font as serif fonts have, added flicks on the letters, called serif's which create an original and professional look to the text. Sans-serif fonts don't have serif's included on the letters.
A magazine golden rule is that for the story on the double page spread, the main body of the text has to be in a serif font as it's recognised that a small serif font is easier to read compared to a small sans-serif font.
For the rest of the contents and cover page, including text and mastheads, I can use either serif and sans-serif fonts, it's just the choice of which suits the text and design.
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