Henry Altemus Company


Henry Altemus and Leinbach & Bro.




Henry Altemus/Altemus & Co. published books for department stores over the years. Altemus published Bibles for Montgomery Ward (see http://www.henryaltemus.com/publications/montward.htm) and Shakespeare's Works for Gusky's, a clothier in Pittsburgh (See http://henryaltemus.com/publications/gusky.htm).

Altemus had a long relationship with Leinbach & Bro. which was a clothier store in Reading, Pennsylvania. As early as 1892 and as late as 1915 Leinbach gave away Altemus books as some sort of promotion (perhaps with the purchase of an item). Most of these books are stamped on the front or back cover with "Compliments of Leinbach & Bro". Within these books are two pages of ads for Leinbach. One ad is bound into the front and one is bound into the back of the book. There are a number of different versions of the ads. Some ads are personalized to the book it is placed in. An example is found in the book "Ifs". The front ad is titled- "Ifs of Clothing". (see below)

A variety of books and their ads are shown below.

















1900 from the book Paul Kruger





At first glance the front and reverse ads are the same as those of the two previous years, actually they are not. The subtle difference is that there are decorative parallel lines on the bottom of the page above the address in the 1901 books. In the 1899 and 1900 advertising pages there is only a single line. Although the ads between 1893 and 1896 are similar in content (text), the formats and page layouts are clearly different.
















From the book "Ifs" - 1907










The "Brief History" ad is similar to the Post-1915 pictures except that there is a different border decoration and the lettering font is different. The "Reliable Clothing" ad has a different border decoration than the similar post-1915 ad. It is the same however as the ad found in the 1915 book.











Around 1915






Henry Altemus was not the only publishing house to have a relationship with Leinbach & Bro. I have recently discovered two other publishers whose books were given away "compliments of Leinbach & Bro.".

Hurst & Co., a New York publisher, that was active from the early 1870's to 1919 published numerous reprint series as well as many juvenile series in the first and second decade of the 20th century.

Two Hurst books are shown here.

The first is a 1910 book, Little Minister, published within the 108 book Ansonia Series. Although this publisher's series was printed for several years, since the ad states that Leinbach had been active for forty-five years, the book must be from 1910 because the company started in 1865. 1865 + 45 = 1910.

The back of the book ad is the same that was seen in the Altemus books beginning in 1909.





The second Hurst book, Brooks' Addresses is part of the 25 volume Golden Hour Series. Because the front ad notes that Leinbach & Bro. has been active for 46 years, this is therefore a 1911 book. Again the back ad of "Reliable Clothing" is unchanged from the 1909 ad.





I. M. Beaver was a small religious book publishing house located in Reading, Pa. It would seem therefore to be a natural for Leinbach & Bro. advertising.

The ads in this book have not been seen elsewhere. The book is about several people "rambling through Europe". The front ad mentions how the rambling men wore Leinbach clothes in their travels. The back ad is a general information blurb. The back ad notes that Leinbach has been operating for 47 years. Thus -1912 is the year for these ads. Since the book's title page has 1911 at the base. Most likely the ad went into unsold 1911 books.





Leinbach & Bro. was founded by Joseph A. and George A. Leinbach in 1865. The store was located at 851 Penn Street (8th and Penn) in Reading, Pennsylvania. In 1890 Charles Leinbach, a nephew, was also made a named partner. The company incorporated in 1919. Its product line included men's and boys' suits as well as children's clothing. Overcoats are also noted in a number of ads.

Some examples of Leinbach trade cards and other advertising are also shown below.















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Last Revision October 19, 2015