1929 - The New Books column in the March 8 Life Magazine hails the departure of "the ever smelling oilcloth," replaced by the "warranted absolutely oderless" balloon fabric. The change came too late for the titles announced in the February Bookman ad, however, but was just in time for the March ads. The November Bookman ad shows a book image - it's the Brothers Karamazov in a Toledano 4 "Big Logo" DJ. The bottom ad — sadly with smudged out graphics — pushes the 1929 gift sets. |
Life Magazine, Mar 8, 1929 (from APS Online)
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The Bookman, Feb 1929 (from APS Online)
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The Bookman, Mar 1929 (from APS Online)
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The Bookman, Nov 1929 (from APS Online)
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Forum, Dec 1929 (from APS Online)
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1930 - Significant this year was the arrival of The Sun Also Rises, seen in these two March ads. Important also was the beginning of the era of the pictorial dust jackets, evidenced by the Fitzgerald ads as well as by the September one showing Oriental Romanaces and Don Quixote. |
The Bookman, Mar 1930 (from APS Online)
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Forum, Mar 1930 (from APS Online)
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New York Times, Book Review Section, sometime in 1930
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Forum and Century, Sep 1930 (from APS Online)
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Forum and Century, Dec 1930 (from APS Online)
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1931 - The important event this year was the introduction of the Giant series, shown here in the bottom pair of ads announcing War and Peace, Life of Johnson, and Les Miserables. |
Forum and Century, Jan 1931 (from APS Online)
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New York Times, Jan 18, 1931
(Click to download full .pdf image)
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Forum and Century, Jan 1931 (from APS Online)
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Forum and Century, Apr 1931 (from APS Online)
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New York Times, Mar 29, 1931
(Click to download full .pdf image)
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New York Times, Jul 12, 1931
(Click to download full .pdf image)
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New York Times, Sep 27, 1931
(Click to download full .pdf image)
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Forum and Century, Oct 1931 (from APS Online)
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1932 - Perhaps with a hint of denial of reality, the ad at the top right says "There is no depression deep enough to spoil the pleasure of really good books." The bottom left ad begins "The Modern Library Announces..." the new giants series — sort of odd, since the giants made their first appearance a year earlier. The short article at the bottom right praises the series. |
Forum and Century, Feb 1932 (from APS Online)
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New York Times, July 10, 1932
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Forum and Century, Nov 1932 (from APS Online)
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The Bookman, Dec 1932 (from APS Online)
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