Massive printer’s sample catalogue filled with 4274 pieces of advertising subscription clipart from the American Publishing & Engraving Co. offering a vast trove of promotional sales illustrations stretching from the Roaring 20’s into the Great Depression. The noted job printer & engraving company while focusing on the automobile industry which represent nearly half of the clipart ads also offered advertisements for radio & electronics shops battery & tire companies fashion beauty products home furnishings paint & varnish awning companies and so much more.
192061659New York: American Publishing & Engraving Co. J.J. Schultz & Co. 184 William St. Bookbinder ca. 1920-1939. Thick folio. 13 x 19 x 3.5 in. 135 leaves numbered reverse in pencil on versos of last half. on linen with 4274 camera-ready clipart samples all w/ inventory numbers rubber stamped below the image sized approx. 2 x 2 in. throughout arranged in montages of 24 28 32 & 40 per page each carefully mounted some crossed out w/ annotation “Killed†and others worn through at the lower right corner of some leaves while just a few have been removed and in once case clipped from the upper fore-edge of the leaf. Contemporary light gray/beige buckram soiled dampstained wear at fore-edges partially shaken rebacked still a VG- exemplar. An extraordinary printing & engraving firm’s factory sample catalogue for over 4000 of their camera-ready clipart advertisements for subscribing businesses following World War II through the Great Depression and the New Deal programs of President Roosevelt. This superlative archive of images traces Art Deco styles spanning nearly two decades advertising campaigns printing styles fonts and with almost not repeated images offered by American Publishing & Engraving Co. AP&E Co. to their extensive client list. In addition these engravings capture the revolutionary changes in American industry and commerce with nearly 50% devoted to the automobile industry including automobile manufacturers and dealerships accessory suppliers automobile repair public safety from bad driving the fast-growing electric motors and battery industries and more. Ford the Dodge Brothers Buick Studebaker Cadillac Plymouth Auburn Chrysler Essex Auburn-Cord DeSoto Hudson Terraplane and many others all are featured here advertising their service departments features speed and more. A significant portion also reveal the very real needs to wash the cars clean engines repaint the lacquer update the automobile tops replace batteries repair radiators and the always pressing need to maintain safety equipment and tires. Interspersed as well are automobile movers commercial body builders for trucks and commercial delivery vehicles with a significant percentage showing cylinder grinding engine rebuilding boiler repair and other very necessary secondary market needs as metal alloys and tolerances were far less durable with breakdowns an ever pressing problem for the motorist. Public safety notices reflecting the impact of the Progressive Era illustrate the dangers of the automobile with many indicating streetcars potentially hitting stalled cars which had not been repaired properly gridlock automobile accidents from ignoring traffic signals and police traffic officers as well as speeders hitting pedestrians or ignoring motorcycle police traps. Early in the sample illustrations are many reflecting the interest in building large Tudor Revival or Arts & Crafts homes installing electric lighting new furniture stylish clothes & shoes beautiful Oriental carpets and jewelry and watches for young flapper-era women. There are also promotional ads for Art & Stained Leaded Glass windows for homes interior decorators a panoply of beauty products many reflecting the Flapper Era hair and dress styles as well as evolution of the Art Deco lettering. As the AP&E Co. continued to add their sample engravings through the Great Depression not only is there a greater emphasis on repairing automobiles shoes recovering furniture and even repairing mattresses reflecting the belt tightening of the 1930’s but there are also increasing influences of more streamlined automobiles introduction of appliances such as refrigerators appearance of beer ads following the repeal of Prohibition and the fast growing radio industry. American Publishing & Engraving Co. based out of New York was one of a myriad of job printer engraving firms who emerged at the end of the 19th Century and initially specialized in publishing local histories and genealogies for historical societies by subscription typically with illustrations. Although this cataloguer could find no specific trade reference either in contemporary magazines or newspapers they appear to have operated out of the same locations as the Atlantic Publishing & Engraving Co. with some overlap and by the beginning of the 20th Century had largely dispensed with publishing local histories engraved portraits or vanity press projects. Contemporary court cases and other references indicate that they operated a subscription service for businesses advertising art to be run in magazines newspapers pulps or added to trade literature for matchbook covers business flyers etc. and by 1916-1925 were managed by Thomas W. Smith. No similar factory sample collection or published collection located in Worldcat. American Publishing & Engraving Co., J.J. Schultz & Co., 184 William St., Bookbinder, hardcover
Zephyr Used & Rare Books · États-Unis7 500,00 $US≈ 6 345,75 €
