Henry Altemus Company - Advertising Flyers

Pamphlet Advertising for Juvenile Series (1910-1911)

This 32 page advertising pamphlet advertises four different boys juvenile series: Motor Boat Club, Submarine Boys, Pony Rider Boys and High School Boys. There is an excerpt from each series and then a full page ad listing the books from the series. It is 6.5 x 4.5.

The pamphlet lists books published as late as 1910 but not any 1912 books.

This is the second Altemus advertising pamphlet that I have seen. Both only highlighted juvenile series.

Front Cover

Altemus message to "Young Booklovers"

Representative Pages

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.

Multi-series Altemus Ads

This ad includes: Series 93- Gertrude Smith's Bible Stories, Series 124- Little Bunnie Bunniekin Series, Series 128- Magic Drawing Book Series, Series 138- Painting Book Series, Series 144- Piffle Dot Drawing Books-First Series, Series 145- Piffle's Dot Drawing Books-Second Series, Series 186- Wee Books for Wee Folks (third format), Series 187- Wee Folks Bible Stories Series, Series 189- Wee Folks Peter Rabbit Series, Series 190- Wish Fairy Series, Series 199- Young Folks Puzzle Picture Series

This accordion style advertising pamphlet has 8 sides (4 pages). The individual sheets are 5 x 3.5 with the total length being 14 inches. There are 11 series advertised within the flyer. Based on the books listed it appears that this is a 1922 piece. Jack the Giant Killer in the Wee Folks Cinderella Series was published in 1922. The next book in that series Jack and the Beanstalk was also published in 1922 but is not listed.

This pamphlet was apparently given to local book dealers who could imprint their name on it. See the ad.

This flyer is exceptionally rare as compared to the juvenile series book flyers seen in this section.

Juvenile Series Ad #1-1910 (Series #1-34)

In the teens Altemus' hugely popular boys' and girls' series books became the mainstay of its publishing business. Various advertisements were used by Altemus to increase the interest in these books. Accordion pamphlets advertising the many juvenile series were placed inside many books of this era. Currently I have seen a number of different advertisements that fit this description. They will be shown and described in chronological order (earliest to latest).

The first ad pamphlet appeared in 1910. Several 1910 books are seen here: Circus Boys, High School Girls, Automobile Girls, but no 1911 books are noted. These pamphlets varied in size. This one only has 4 panels per side. Some have as many as 6 panels per side. The entire piece is 13 x 6.25.

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

Juvenile Series Advertisement #3 - 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....

Juvenile Series Ad #4 - 1912 (Series #1-34)

This accordion advertising flyer has eight panels per side making it the largest of its type that I have seen. It is from 1912. It noted a number of 1912 books but no 1913 publications.

The first two titles in the Range and Grange as well as the Boys of Steel series are listed. They are all 1912 volumes. The third and fourth books in these series are not mentioned. The first two books in the Young Engineers Series are advertised but the 1913 third title in the series is not.

Side 1

Verso

Juvenile Series Ad #5 - 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.

Juvenile Series Ad #6 - 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.

Juvenile Series Ad #7 - 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.

Juvenile Series Ad #8 - 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.

Arkansaw Bear Series (Series 43)

This two page flyer advertises The Arkansaw Bear by Albert Bigelow Paine. It is 6.25" x 3.5". It advertises book #1 in the series. The pamphlet has a number of illustrations by Frank Ver Beck. These pictures are all in the book.

This advertising piece was probably published 1902-1910 time frame.

Belles Lettres Series (Series 50)

Here is a nice little advertising piece (5.875 x 3. 375) for the Belles Lettres Series.

It lists 26 volumes in the series at 30 cents each. Since the first 28 volumes were published in 1896, this dates the flyer to 1896.

Boys and Girls Booklovers Series (Series 56)

A new advertising flyer has been discovered for series #56. It was found in a Young People's Library-Format 3 book which was published in 1905.
This two page pamphlet notes that books #17-21 were in preparation meaning that the earlier numbered books were published in a separate print run- probably early 1905- whereas the last few books were probably published together in late 1905.

Boys and Girls Classics (new) (Series 57)

Here is a new advertising flyer for this series of fifteen books. The one sheet advertisement which is 9 x 3.25 shows an example of a book cover and lists all of the books.

This series had a number of cover pictures all of which were made from different linen swatches. See http://henryaltemus.com/series/series57.htm.

The books initially came in labeled boxes but later some were issued with dust jackets. Frequently there is confusion between these books and those from the Young People's Library. This is because the interiors of the books of the same title are identical including the title page which states "Young People's Library".

The date of publication can be confusing also since Altemus often put the copyright date on the title page. This series' books can be dated by studying the ads in the back of the book. The series was published between 1908 and 1926.

Shown below with the flyer are cover, box and dust jacket examples.

The Boy’s and Girl’s Series of New Copyrights (Series 60) 1901

1901 Advertising Flyer
Tommy Foster's Adventures was first published by Altemus in 1901 as part of the Boys' and Girls' Series of New Copyrights. Folly in Fairyland was also first published by Altemus in 1901. This latter book was the first title in the two book Folly Series. Since both books first came out in 1901, a reasonable assumption is that the flyer is from that same year. It is 7.125 x 3.25 which is the typical size of the Altemus one sheet advertising flyers.

It is likely that most all Altemus titles/series had similar advertisements. Unfortunately they are quite hard to find.

The Boy’s and Girl’s Series of New Copyrights (Series 60) 1902

1902 Advertising Flyer found
Within a Diplome L’Honneur Series book a one sheet advertising flyer has been discovered. This series was only published in 1902 and both books advertised on the flyer are also 1902 books.

As pictured below, on one side of the flyer is a picture of the frontispiece from the book Gypsy the Talking Dog by Tudor Jenks. The Jenks’ book was originally part of the two volume Jenks’ Talking Animal Series (Series #111). Later, beginning in 1908, it was part of the Little Men and Women Series (Series #125)

The other side of the flyer advertises Wings and Fetters by Florence Morse Kingsley. This book was part of The Boy’s and Girl’s Series of New Copyrights (Series # 60) published in 1901-1902. Of interest is that the picture seen on the flyer does not appear in the book. This book has an illustration page which lists the four glossy pictures found within. None match the flyer’s picture. A puzzle to be sure.

The flyer is 7.25” x 3.25”.

1902 Ad #1

1902 Ad #2

Children of the Bible Series (Series 63)

A wonderful 2 page pamphlet advertising the 10 books of the Children of the Bible Series has been discovered within a Series #137 book (One Syllable Series). This advertisement, as shown below, lists the titles and includes some pictures that are found in several of the books. It is unclear as to the exact date of this piece. The half vellum books were published for a number of years beginning in 1905. The catalogue lists 25 cents as the book price until the teens although the books themselves list 25 cents as well as 50 cents during this era.

I would guess 1905-1912 date.

Advertisements like this probably exist for most Altemus series of the early 1900s and teens. They are exceedingly scarce.

Dore Masterpieces (Series 78)

Most of the 7 books which comprise the Dore Masterpieces Series have been found with advertising flyers within them. This was not uncommon for Altemus books in this era. I have seen Dore flyers in several different styles.

1. Single page one sided flyers. There exist single advertising sheets for The Rime of the Ancient Mariner and Idylls of the King. These are 10.5 x 6.

2. Single sheet - two sided ads. This ad includes the 6 Dore Masterpieces and has Bunyan's Pilgrims Progress. This ad does not list the presentation editions and thus was from 1892 or later. They are 6.25 x 5.

3. Two 4 sided pamphlets have been seen. They list the same books-The Dore Bible Gallery, Paradise Lost, Dante's Inferno and Dante's Purgatory and Paradise. They both note the presentation editions. There are two differences: at the top of each page one says- NEW EDITION whereas the other states-ALTEMUS' EDITION. The other difference is that the extra fine English Cloth books are priced at $4.00 in the former ads and $6.00 in the latter ads. Although one would assume that the higher price would signify a later date, there are no advertisements that ever showed the English Cloth book listed at $6.00. Thus, the ads can be assumed to be early in the publication history of these books but they cannot be dated precisely. Examples of pages are shown below.

4. One advertising flyer has been seen that has 8 panels. It includes all 7 of the Dore Masterpiece Books as well as Bunyan's Pilgrim's Progress. Interestingly, the heading at the top of each page says either "new edition" or "Altemus edition". Books #1-4 are listed as Altemus Editions and they have the $6.00 price. Thus this flyer is of the same vintage as the ad #3 above that said Altemus Edition. The ads for The Rime of the Ancient Mariner and Idylls of the King are identical to the single sheet ads.

Dore Masterpieces (Series 78)

This sheet was found in the book of the same name. This ad is identical to the Altemus catalogue listing except for the last paragraph which is not found in the catalogues. This broadside was used by Altemus from 1889 until the mid 1890s. Similar sheets have been seen for other Altemus Dore illustrated books.

Folly Series (Series 89) 1901

Folly Series (Series 89)

Altemus Advertising Flyer - An advertising sheet announcing the new Caroline Wells' Folly Book, Folly in the Forest has been found. The 7.125 x 3.25 inch flyer announces the Folly book on one side and Frederick Ober's For Prey and Spoils on the verso.

The Folly book was originally part of the two book Folly Series, series #89. Later it was included in the Little Men and Women Series, series #125 which was introduced in 1908.

The Ober book was at first part of Series #60, Boys and Girls Series of New Copyrights. Later it was also included in the Little Men and Women Series.

Both books are included in the bibliography's main section of pictures.

Both the books here were also published in 1902.

It is presumed that since the sheet announces the new publication of Folly in the Forest, that the advertisement dates from the 1901-1902 era. It is also presumed that there are many more of these flyers from this vintage not yet discovered.

Flyer 1902 Side 1

Flyer 1902 Side 2

Good Times Series (Series 100)

Another advertising flyer has been discovered. It is for Series #100- Good Times Series.

This flyer is 8 x 5.5 which is slightly larger than the page size of the actual Good Time Books. It was discovered within a book from the series.

Jenk's Talking Animal Series (Series 111)

1902 Ad #1

1902 Ad #2

Magic Wand Series (Series 129)

An advertising flyer for the Magic Wand Series (#129) has been discovered.

This 6 volume collection of books is very special. Tudor Jenks wrote the books and John R. Neill, the Oz illustrator, illustrated them. The Neill pictures have made these books very collectable and much more valuable than many other Altemus published fairy tale books. Of course, this is also true for the Neill illustrated books of the 6 volume Fairy Tale Series (#84) which was published in 1906.

The Magic Wand books are 6” x 4.5” and were published in only one format although some of the books have been seen with different cloth pictorial covers. Brown colored endpapers were noted (see below). The volumes were all priced at 50 cents.

From the Altemus catalogue: "These stories are bright, humorous, and especially clever in text and illustration. They are fresh examples of the author’s delicate flights of fancy."

Magic Wand Binding

Magic Wand Frontis

Magic Wand Endpages

Magic Wand Flyer

Format 1

Printemps Series (Series 152)

Sir Arthur Conan Doyle and Altemus - Altemus published the works of numerous authors whose works they were not authorized to publish. For the most part these were books not covered by the copyright act. The Tale of Peter Rabbit by Beatrix Potter was probably the most well known of the Altemus unauthorized books. In fairness however, perhaps the most well known and popular books “pirated” were the 4 books of Sir Arthur Conan Doyle. These were published as part of the Printemps Series.

The Printemps Series was a 25 book series published in its entirety in 1895 and only 1895. The cloth multicolored cover was the same for all this series’ books. It is presumed it was jacketed with a jacket that matched the cover but this has not been verified.

Confirming the scarcity of these books is the fact that the classic bibliography of Sir Arthur Conan Doyle by Green and Gibson only mentions two of the four Doyle books published in the series (The Sign of the Four and Beyond the City). Omitted are A Case of Identity and Other Stories (shown here) and A Study in Scarlet.

These books are without illustrations and are 6.5” x 4.5”.

A Printemps Series advertisement as well as the cover of a Doyle book are seen below

Printemps Advertisement

Printemps Book

Rose Carnation Series (Series 159)

New Advertising Flyer discovered

This 6 x 3.25 inch one page advertising flyer for the Rose Carnation Series was discovered in the Little Lady Val book (#4). This flyer dates from 1906-1908. It is my belief that Altemus produced flyers for all of their series of this era. They are just very difficult to find.

Shakespeare's Plays (Series 164)

In the early 1900’s department stores were a popular place to buy books. Most large stores had impressive book departments. I remember even as late as the 1950’s in my hometown of Milwaukee Gimbels, The Boston Store and Schusters had these departments.

Here is a fascinating ephemera piece.

The Shakespeare Series (#164) was a 39 volume set published from 1899 until Altemus went out of business in 1933. The books were sold separately as well as by the set. Boxed sets were sold beginning in 1909. As of the date of this flyer in 1907 the hard cover books sold for 35 cents while the soft leather ones sold for 50 cents.

One of the things that I have noticed over the years is how common these books are. I am asked questions about this series almost as often as I am about any Altemus books. The only reasonable explanation is that they were a giant selling success for Altemus. Perhaps this flyer helps us understand a bit.

Here is a department store from Rochester (http://en.wikipedia.org/wiki/Sibley's) that is offering quite a deal. Sibley’s offers 27 volumes of this series at 15 cents each i.e. 56% off the retail price. This is on some payment plan that is not elucidated by the flyer but when the payments are done, the remaining 12 books are given to the buyer for no additional cost. This is a great deal. Effectively that is selling the whole set for $4.05 -a bit more than a dime per book.

The reverse side of the flyer allows the purchaser to select which 27 titles he wants.

This flyer which is 7.75 x 3.75 was found in a copy of one of the Shakespeare’s books. This is the only flyer I have seen that mentions Altemus books which was not an Altemus publication.

Non Series #11

Around the World in Eighty Minutes advertisement

In 1894 Altemus published "Around the World in Eighty Minutes". Written by Wm. S. Walsh, it consisted of text opposite photographs of monuments or edifices. Pictures were from all over the world, thus the title.

The book came in two different formats. The illuminated paper covers book was priced at fifty cents while the Fine English cloth and silver book was one dollar. Of interest is the fact that two different hardcover books have been seen with fine English cloth while no example of the illuminated paper covered books has been discovered.

The two English cloth books differ from each other not only in the cover design but in the quality of their printing also. The book noted as “a” has thicker better quality paper as compared to the book designated as “b”. Thus the former book is significantly thicker and heavier. The book pictured in the ad is type "b". Two cover colors have been seen.

This wonderful glossy advertising sheet which is 5.5 x 2.25 was found in an Altemus Library, Format 2 book.

Non Series #28 Bunyan's Pilgrim's Progress

This ad was found in the book of the same name. Although Altemus published this book over several years in the early 1890s, this ad is for the 1891 book.
During these two years Altemus offered two formats priced at $3.00 and $6.00. This can be seen at the bottom of the sheet. By 1892, the $6.00 book was no longer advertised. Instead a $5.00 Presentation book bound in Persian Levant Morocco was offered.

Non Series #84- Klondike and the Yukon Country

Here is an interesting flyer that advertises Klondike written by L.A. Coolidge. It is 5.75 x 3.5. This piece was put out by the Thomson Stationery Company located in Vancouver. Two Klondike books are noted. The Coolidge authored book was published in 1897 by Altemus.

The first edition was published in 1897 in both wraps and hardcover. Later in 1897 Altemus did a second printing which included several new chapters.

The first edition had 213 pages plus ads. The later edition had 251 pages.

Non Series #88- A Little Garden Calendar

This two page flyer was found in a Young People's Library-Format 3 book published in 1911-1912. The Little Garden Calendar was first published by Altemus in 1905. There is nothing on the flyer that can help to date it. The price of the book is noted to be $1.00. This was the price that Altemus listed in every ad for the book from 1905 on.

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.

Non Series #124 The Scarlet Letter

This one page, one sided flyer advertises two different The Scarlet Letter formats which were published in 1892. Thus, I believe this flyer was printed in 1892 also.

The book pictured on the flyer has an identical format to an 1891 Addresses by Drummond book. It is unclear whether these books belong in a series.

This little flyer is 6" x 3.5".

Non Series #136

This one page flyer was found in a Young People's Library book published in 1906. It is 6 x 3.25. As noted before, I believe that virtually every Altemus book or series had an associated advertising flyer, pamphlet etc. Finding them is another matter.

Here is one for The Tin Diskers.

Unknown format- Natural Law in the Spiritual World

Here is a one sided advertising piece for Natural Law in the Spiritual World. This little flyer is 6" x 3.5".

There is no evidence that this title was published as a non series book.

Based on the address and general look of the flyer, it was published in the 1890-1894 era.

In this time frame Natural Law in the Spiritual World appeared in three series:

Altemus Library
Fairmount Series
Laurel Series

The books in these series did not cost 50 cents and were not "maroon and white" as per the flyer.

Thus, a mystery.