My last post concerned the photoengraving industry of the pre-Depression period. This week it’s pre-WWII lithography!
Litho Media: A Demonstration of the Selling Power of Lithography, published in 1939 by Roger Stephens and edited by H. Homer Buckelmueller and Colin Campbell, is a 206-page, 12-by-15-inch slipcased bible produced to help publicize the successful and effective results of using the lithography process for marketing purposes. It doesn’t pretend to be anything other than a “Toot Your Own Horn” compilation of uses (employing tipped-in examples of the produced work discussed), accompanied by testimonial letters from the various people responsible for utilizing the craft for their products. There are no technical descriptions or images that explain the process.
The 12-by-15-inch Litho-Media with its slipcase
The hardcover edition with its dustjacket
The major difference I find between this publication from 1939 and the subject of my prior post (Achievement In Photo-Engraving And Letter-Press Printing, 1927) is the more aggressive approach to presenting the cause for using the technique. The 1927 catalog felt more like a “Gentleman’s Game” of marketing. This newer reference edition uses a more modern/familiar approach to promoting the craft—a bit more brash and direct.
(When it comes to the images, remember to click on the picture to enlarge and click again to go in even further. . .)
The president of the Association of National Advertisers, Paul B. West, wrote the "Advertisers Viewpoint" foreword.
Roger Stephens's introduction, with the definition of "Litho Media"
An example of direct mail marketing using the Book of the Month Club's "The Arts," by Hendrik Willem Van Loon and published by Simon & Schuster
The fold-out approach was a reflection of the book's dust jacket, which also opened to show a chronological art-history timeline.
Here's what "The Arts," by Hendrik Willem Van Loon, actually looks like
The book with its dust jacket
The dustjacket in its opened configuration
Back to our feature presentation . . .
The Sarco Company's contribution to the "Letterheads and Letter Forms" chapter
Lithographed postcards from the 1939 Golden Gate International Exposition
The Hotel Pennsylvania's map for use by visitors to the 1939 NY World's Fair
The Hotels Statler Company's folder in opened form
A brochure announcing the offerings of the new Alwyn Court apartments at 58th Street and Seventh Avenue
The letter from Tison Page of Tison Page Advertising discusses, among other things, the use of halftone screening to give the impression of three colors using only one.
Illustration by Henry Stahlhut with accompanying letter from fair president Grover Whalen
General Electric Air Conditioning sales presentation example
PanAm brochure illustrated by Kenneth W. Thompson
Foldout with more illustrations by Thompson
A Currier & Ives–inspired calendar
Pages from the E.P. Dutton & Co. children's book, "Bumblebuzz"
A dust jacket cover illustrated by Gregor Duncan.
A marvelous illustration by Vernon Grant, creator of the Kellogg's Rice Krispies "Snap, Crackle & Pop"
P.O.P. examples (having nothing to do with breakfast cereal . . .)
A small Sealtest cookbooklet tipped into the page
Actual tipped-in labels lithographed for various products
A label (front and reverse) for canned salad sprouts
Example of a White Owl cigar band and a Robt. Burns holiday cigar-box wrapping
A Boraxo label printed on metal and Griffin Allwite shoe polish packaging
Paas Easter Egg coloring package
A chapter on logos and trademarks
Lithography for use in transparencies and "decalmanias"
A billboard foldout designed by . . .
. . . Dean Cornwall.
A pre-Speedy advertisement for Alka-Seltzer
A reproduction of a Sir Samuel Luke Fildes (1844–1927) painting used by the Lever Brothers Company for in-store promotion
Menu cover produced by Schenley Distillers Corporation
Esso automobile roadmap
Esso map, partially folded out
Sheet music produced by the State of New York to promote safety to children
Package insert for Murine eye drops
Office and factory forms
The "Carnival of Color". . .
. . . illustrated by T.M Cleland . . .
. . . and printed on a Harris Offset Press.
The remaining eight spreads are actual ads at the end of the book.
Three spreads promoting the products of International Printing Ink
Gloss finishes . . .
. . . weatherproofed printing, and photoreproduction.
The gold-and-blue image is an actual printed-on-metal example, tipped into the page.
If you relish a tactile design experience, you might also enjoy the DesignCast “Freaks of Fancy, or Everything You Wanted to Know About Wild, 19th-Century Printing Techniques (But Were Afraid to Ask).”