The Definitive Dwiggins no. 46—Addendum on Maynard Co.

My friend Alex Jay (of the excellent website The Tenth Letter) sent me some microfilm images of Maynard advertisements by W.A. Dwiggins in the The Boston Herald that he got from a newspaper archive called Genealogy Bank. They do seem less scratchy and shadowy. But what is most important is that they are whole pages that provide a good indication of the environment in which the Dwiggins’ Maynard advertisements operated.

Below is the same “Pearl Necklaces” advertisement on back-to-back days in December 1912. Whether placed at the top of the page or at the bottom, it is notable for its white space, terse text and elegant but minimal illustration.

Pearl Necklaces advertisement for Maynard by W.A. Dwiggins. The Boston Herald (4 December 1912), p. 7.

Pearl Necklaces advertisement for Maynard by W.A. Dwiggins. The Boston Herald (5 December 1912), p. 7.