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 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. . .)
Back to our feature presentation . . .
The remaining eight spreads are actual ads at the end of the book.
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).”