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Pamphlet Advertising for
Juvenile Series (1913)
This 32 page advertising
pamphlet for Altemus' juvenile
series books is exceptionally uncommon. I have seen two such pamphlets
(including this one) over the years. This piece is 6.375 x 4.5.
Based on the ads in the back of the pamphlet I
believe that this advertising piece is from 1913. (Five Automobile
Girls-but not six-indicating a 1913 ad). Also no books published after
1913 are listed in the ads.
Advertisements:
Five boys' juvenile series are highlighted with
full page ads that show the book's cover. Four of the five have an
excerpt from the book in the pamphlet.
Interestingly
this pamphlet has a store name, P. B. Magrane Store, stamped on it.
Most likely Altemus made these advertising pamphlets available to
stores which thereafter could individualize them. Really, an excellent
way for Altemus to market its books.
What is fascinating is that the store advertised the books for sale at
25 cents even though the price on the books was actually 50 cents.
Perhaps the store got a bulk deal on the books or maybe was willing to
take less profit per book to get the customer into their store.
The P. B. Magrane Store in Lynn, Massachusetts , like most
large department stores before the era of free standing book stores
(now coming to an end) had a book department.
Patrick Byrne Magrane (1852-1933) had immigrated from Ireland. He
founded his namesake store in 1876 in Lynn, Mass. The store was still
in business in the 1950's.
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