Modified to fill either width or height

jquery.textfill.js

(function($) {
    $.fn.textfill = function(percentMax, direction) {    
        percentMax = parseFloat(percentMax);
        return this.each(function(){
            var ourText = $("span", this),
                parent = ourText.parent(),
                maxHeight = parent.height(),
                maxWidth = parent.width(),
                fontSize = parseInt(ourText.css("fontSize"), 10),
                multiplier = (direction == "width") ?
                    maxWidth/ourText.width() :
                    maxHeight/ourText.height();
                multiplier = (percentMax > 0) ?
                	percentMax * multiplier :
                	multiplier;
            ourText.css(
                "fontSize", (fontSize*(multiplier-0.1))
            );
        });
    };
})(jQuery);