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Book publishers in the late 19th and early 20th centuries used a number of means to promote their latest works. Trade magazines such as Publishers' Weekly were packed with the latest publishers' offerings. Some companies sent out fliers to bookstores and potential customers. Altemus mainly used inserts placed into books. Sometimes these consisted of a mini-catalogue of books. Other times the ads were a single sheet advertising several books. Although I have accumulated a number of these over the years, I am convinced that what you see here is just the tip of the ad iceberg.

During the 90 plus year history of the Altemus publishing firm it published more than books, photographic albums, Bibles etc. Altemus not only bound books for others in the early years but produced numerous items under the Altemus & Co. imprint for others needing paper items. In this section some of these items will be shown.

 

Click thumbnail images to enlarge.

 

Advertisements
Date Series Information
18 Jul 2008 NS

Photographic Albums

 

Here is another advertising trade card for photographic albums. Its date is unclear since it was not found within a book or album.

Although it is similar to the card above, there are several differences. This card stresses the Hinge-Back nature of the albums with that phrase on both sides. The other card does not mention the Hinge-Back album.

These advertising cards are very scarce.

 

17 Jul 2008 NS

Non Series #109 Paul and Virginia

 

This flyer was found in non series book #28 Bunyan's Pilgrim's Progress. This book was published from 1890 to the late 1890's. The flyer is the same size (10.5 x 6) and of a similar style as the flyers previously described for the Dore's Masterpieces.http://henryaltemus.com/flyers/flyer-S78.htm

This one page advertisement advertises two different Paul and Virginia books that were published between 1891 and 1897. In 1898 the cheaper Paul and Virginia book was published at $1.50 and the $3.00 was discontinued.

As has been noted before, it is my belief that all the early non-series Altemus books were advertised using these flyers. Finding them is another matter.

 

19 May 2008 0

Juvenile Series Ad- 1915 (Series #1-34)

 

This flyer has 4 panels and is 13 x 6.25. The side that has the book cover pictures is identical to the 1920 Series Book flyer. Based on the advertisements this pamphlet was published in 1915. The latest books listed are the 1915 College Girls Series and no other later books in that or any other series are seen.

 

 

 

18 May 2008 0

Juvenile Series Advertisement #2- 1911- Series #1-34

 

This pamphlet has 6 panels per side and is 19.5 x 6. A number of 1911 are listed but no 1912 books. Thus the 1911 date. Also as can be noted, the 1910 flyer lists the series books at $1.00 each while by 1911 the price had come down to 50 cents.

 

 

 

18 May 2008 0

Juvenile Series Advertisement #2a- 1911- Series #1-34

 

This pamphlet has 6 panels per side and is 19.5 x 6. A number of 1911 are listed but no 1912 books. Thus the 1911 date. Also as can be noted, the 1910 flyer lists the series books at $1.00 each while by 1911 the price had come down to 50 cents. This flyer differs from Series Advertisement #2 only at the bottom of the flyer where this one only says Cloth Illustrated as opposed to #2 which states- Handsomely illustrated and splendid....

 

 

 

17 May 2008 0

Juvenile Series Ad - 1914 (Series #1-34)

 

This flyer has 4 panels and is 13 x 6.25. The side that has the book cover pictures is identical to the 1920 Series Book flyer. Based on the advertisements this pamphlet was published in 1914-1915. The latest books listed are the 1914 College Girls Series and no other later books in that or any other series are seen.

 

 

 

17 May 2008 0

Juvenile Series Advertising Flyer- 1916- (Series #1-34)

 

This is another example of a 4 panel pamphlet that is 13 x 6.25.

This flyer differs from the 1914 and 1920 cover pictures aside in that underneath the boy exclaiming "An Altemus book...Oh Joy" is an advertisement for the Conquest of the United Series Series (a 1916 series). On the book title list side this pamphlet lists #6 in the College Girl's Series which was publshed in 1916. No later books are listed.

 

 

 

17 May 2008 0

Juvenile Series Ad- 1920 (Series #1-34)

 

This flyer advertises various Boys' and Girls' Series books. Interestingly the latest book is the shown is the Pony Riders Boys with the Texas Rangers which is a 1920 book. Other series do not show books that were published in the late teens. For instance, the College Girls Series (#9) lists 4 books the latest of which was published in 1914 but does not list the 1915 book.

Usually Altemus advertising would show all the series up to a certain date and there would not be this disparity in the books listed and not listed. Nonetheless this flyer must date from 1920 based on the book listed.

The flyer has 4 panels per side and is 13 x 6.25.

 

 

 

07 May 2008 NS

Altemus & Co. Ledger/ Blank Books

 

This ledger was published by Altemus & Co. The exact date cannot be determined but the book contains information that is dated in 1925. Altemus & Co. was at the Fourth Street address at that time. The Altemus stamp as shown below is pasted on the inside front cover of the book. A careful inspection does not reveal any mention of Altemus on the binding or anywhere else within the ledger. The ledger is 9.5 x 12. On the spine the name of the owner is embossed in gold.

 

28 Apr 2008 NS

Altemus Bindery

 

Here is another example from the Altemus bindery. This book, Christmas Blossoms and New Year's Wreath from 1849 by Uncle Thomas, was published by E.H. Butler & Co. As can be seen, the words Altemus Binder are engraved at the bottom of the book within the gilt pattern.

 

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