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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.
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1900 from the book Paul Kruger
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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.
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.
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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