Advertising Agency September-October, 1936. Volume 1. Number 1

A spectacular pilot magazine intended to serve the advertising industry but one that never got off the ground, to the best of our knowledge. Seemingly an attempt to emulate Fortune Magazine, first issued in 1929, which in its early years was not just a general business magazine but one with the highest of production values elevating it above the vast majority of periodicals. But with one significant difference -- the ostensible target audience of "Advertising Agency" would appear to have been just one industry -- advertising, obviously -- and not the broad scope of corporate enterprise in America at the time. Perhaps the thought was that virtually all businesses had an interest in advertising and promotion, and the magazine would pick up a good number of non-advertising industry executives who wanted to know what the advertising agencies were up to. Folio, 35.5 by 29 cm. 154 pp. (Page numbers often do not appear on pages.) Also bound in on bank check paper are subscription forms, three in all, which can be cut out along their perforations. The publication is dominated by illustration, much of which is in color and full page, including a fold-out. There are 28 items of editorial content listed on the title page, which is number page 33, including articles of some length, with fewer and smaller illustrations on these pages. The striking cover was designed by Frederick J. Garner, who would appear to have been a successful commercial artist based in Chicago who designed book covers, best known for his cover of "Trees". (This is based on a quick Google search.) Otherwise, the publication provides a great overview of the styles of print advertising prevalent during the mid-1930s, and we would add there is a panache to the publication in which the whole is greater than the sum of the parts. The glossy mylar-like overlay on the cover is peeling off or lifting slightly along the edges. Occasional minor dog-eared pages and other evidence of light use or wear. Title: Advertising Agency September-October, 1936. Volume 1. Number 1 Edition: First Location Published: Chicago, Agency Publishinbg Co., Inc: 1936 Binding: Stab binding. Plastic zebra spiral. Mid-weight ca Book Condition: Near Fine Item lbs: 2.00 Item lbs Categories: Advertising, Art Deco Seller ID: 20353