“To remove from advertising the veil of mystery in which it has become enshrouded; to set out the fundamental principles upon which the entire art is based and to explain in orderly and simple fashion the application of these principles to the problems of trade is the purpose of” Advertising and Its Mechanical Production.
First published by the Thomas Y. Crowell Company in 1931 and sold at $5.00 per copy, this book was written by Carl Richard Greer, then advertising manager of The Beckett Paper Company. The copy of the book we found in the Strathmore archive was dated May 1948 and is described as a revision and elaboration of Greer’s original work.
1948 was The Beckett Paper Company’s one hundredth anniversary. The Beckett marketing team decided that the most fitting way to observe their centenary would be to express appreciation to the members of the industry whose patronage had been essential to their success. Hence, the resurrection of this survey of advertising practices.
The chapters include Research, Outdoor Advertising, The Prospect List, House Organs, Gravure Printing, Color in Advertising and Selection of Paper. Sample ads are reproduced throughout—Ham, Ham, Beautiful Ham from the American Meat Institute; The Neiman Marcus Woman Spring ’47; Ektachrome— the new Kodak color film; Gravy Master, Red Star Yeast and Pepsodent are a few of the old-fashioned plates in the book.
We loved the brown kraft dust jacket with its red and natural-colored grid of line drawings illustrating various tools of the trade on the front. The back touts 100 years—The Beckett Paper Company, Makers of Good Paper in Hamilton, Ohio since 1848. What better way to end a book all about advertising.