The Printers', Stationers', & Kindred Traders' Effective Advertiser
Subtitle: “A Spirited Record & Reliable Medium”
Alternate Title(s)
- The World's Printers', Stationers', and Kindred Traders' Effective Advertiser (Shattock)
Related Journals
Start Date(s)
End Date(s)
- 1885 (Willing’s)
- 1898 (Shattock)
Editor(s)
City
Circulation Count
- 5,000 first issue; 10,000 in 1898 (journal itself)
Type of Content
- Description of Symes's invitation for investors into The Effective Advertiser as an LLC is in "Opinions," The Office, pp. 316-17
Notes
- Became The World's Printers, Stationers, & Kindred Traders' Effective Advertiser
- Probably began publication with Issue #1 Oct 1884. Shattock says the first issue is April 1884 (Shattock 52)
- Shattock says there was a vol 4 no 5 of the Monthly Advertiser in May 1896 (Shattock 52)
- "Guaranteed the largest circulation of any paper in the trade" (no. 157, 1 Jan. 1898)
- There appears to have been at least two editions, one being a "thin paper edition" (no. 157, 1 Jan. 1898)
- "The beau-ideal of an advertising medium" ("Opinions," Office, p. 317)
- “Of the great number of trade journals we now possess none is neater, typographically, or more interesting in a literary sense, than the EFFECTIVE ADVERTISER, published monthly; and if by effective is meant attractive advertising in the sense of readable and artistic presentation of trade matters, it is a journal which has shown itself thoroughly worthy of the name" ("Opinions," Office, p. 317)
- "The Effective Advertiser received highest awards at Adelaide and Melbourne Exhibitions" (no. 112, title page)
- This may be related to the weekly advertiser called The Printers, Stationers & Kindred Traders' Weekly Advertiser (Watson 62)
- "We shall provide printers, stationers, and kindred traders with something that they want, and that they cannot otherwise get. . . . In the first place, we provide a weekly organ of intercommunication. Monthlies are very well in their way, but they do not meet the exigencies of present-day business methods and habits. Even a journal with a double-barrelled title, which addresses itself, say, to stationers one week, and to printers another, and to fancy goods dealers another, is not up-to-date. We shall appear weekly, and punctually; every subscriber will know exactly when to expect his paper; every advertiser will know with certainty when his announcement will go before the whole trade" (vol. 1, no. 1, p. 1)
- T. Baker, the editor, was also the founder of The Effective Advertiser. He intended the newspaper to be circulated free to printing firms, with a circulation of 8,000 within Britain and 2,000 abroad to foreign countries which traded with Britain (Waterloo Directory)
- Publisher's address: 66 Imperial Buildings, Ludgate Circus (BLT19 Database); or 10 Wine Office Court (Mitchell's 1895:213)
- “Mr. Thomas Baker is the editor of a new weekly journal called The Weekly Advertiser, which he describes as ‘a spirited record and reliable medium’ for printers, stationers, and kindred traders” (“Is the Typewriter” 457)
- Was called by various names in various sources, some overlapping: The Printer's & Kindred Traders' Weekly Advertiser from June 1893 to April 1896 (Watson 62), The Effective Advertiser in 1895 (Mitchell's 1895:213), The World's Printers', Stationers', and Kindred Traders' Effective Advertiser from April 1884 to May 1898 (Willing's 1891:127), and it continued as The Imperial Printer from May 1898 to June 1898 (no. 162) (Shattock 52)
Subject Categories
Sources that Discuss this Journal
- Shattock 52; 3:604; 62; 213; 457; 1891:127, 236; 316-17
Works Cited
- Shattock, Joanne. The Cambridge Bibliography of English Literature. Vol. 4: 1800-1900. Edited by Frederick W. Bateson. 3rd ed. Cambridge UP. 1999.
