Henry Altemus Company

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.

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.

1860 Ad for Book Bindery

Juvenile Series Ad- 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 Advertisement #2- 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.

Juvenile Series Advertisement #2a- 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 - 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 Advertising Flyer- 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- 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.

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.