Illustrated History of One of the Most Practical Promotional Tools
As far back as we can remember, catalogs and brochures have been an important element in the buying and selling process. This medium has become so ingrained in our daily lives that we have forgotten its rich and interesting history, as if it has been beside us since the dawn of time. The Lenoos platform believes that with a precise awareness of the background of any type of activity, one can take steps with a clearer vision.
How was the first catalog or brochure created? What trend became fashionable in the use of this tool? Why did it go out of fashion a while later? How did they turn into what they are now?
If you want to know the answers to these questions, read this article to the end; we intend to present a history with flashbacks to the past.
The First Instance is Almost Medieval
This publication was published by Aldus Pius Manutius in the year 1498 and in Venice.
Manutius established his company “The Aldine Press” in 1495 in Venice. The invention of the printing press earlier in that century made it possible for Manutius to efficiently produce early printed versions of many Greek and Latin classical works. When he wanted to introduce his books to Venice, he prepared a list of them. This was the first catalog up to that time.
Approximately 200 Years Later
Seed companies took the next step in the evolution of this practical tool. Even today, finding a seed company that does not possess a product list is difficult. Merely an online search displays a list of a massive volume of brochures for buying seeds to you.
The root of seed introduction booklets goes back to the year 1667, when the English gardener, William Lucas, published a price list of seeds for his customers. When William Prince from Prince Nurseries published a list of fruit trees in 1771, this approach also went to America and was met with reception.
The booklets of Prince Nursery from 1771 until the end of their operation in 1865 are recognized as a great contribution to horticultural literature.
Meanwhile, another important event occurs in the history of advertising. Benjamin Franklin invented the concept of mail-order. Most people might know Benjamin Franklin because of his kite experiments or the invention of the lightning rod; however, it is better to know that in the year 1744, he also invented the mail-order trade. Franklin published a list consisting of nearly 600 volumes in most faculties and sciences. On the first page, the conditions for selling the books are described in detail.
Most importantly, Franklin made it possible for people to purchase his books without visiting the shop: "Those who live at a distance, by sending their orders and the payment to B. Franklin, experience another type of buying."
Franklin paved the way for businesses that turned to this method.
Perhaps you might also have a desire to read the article “What is a Flipbook (Interactive Digital Page-Turning Pages)?”
The Pioneers of Mail-Order
From around the 1830s, when mail product and service lists increased, the first companies that accepted mail-order in the modern sense were seed producers and nurseries.
One of the notable early mail-order brochures that is still running today is Tiffany & Co.'s Blue Book, which was first published in 1845:
In the year 1861, Pryce Pryce-Jones was one of the first people to carry out sales on a large scale through mail-order. Having started as an apprentice seller, he turned into a multi-millionaire responsible for 4,000 workers and 250,000 customers.
Another example of early product and service booklets that can be named is Demorest's Illustrated Monthly. He promised to send everything from a button to a piano.
The Modern Mail-Order Industry
If you are a lover of or active in the field of advertising, August 18th is a time to celebrate, because it is National Mail-Order Catalog Day. Why?
Because the first product booklet under the title of Montgomery Ward was produced on August 18, 1872. While many businesses had previously published mail-order catalogs for specific customers, it was Aaron Montgomery who received credit as the first producer of a mail-order specimen for the general public. He was able to register about three million customers on his mailing list by 1904.
A short while later, another major player entered this field: Alfred Hammacher Schlemmer in New York City in 1845. Hammacher Schlemmer published its first brochure in 1881.
Due to its success, the concept of mail-order was spreading like wildfire. Richard Sears published his first print under the name of Sears, Roebuck & Co. in 1894. On the cover of one of them, he introduced Sears as the "Cheapest Supply House on Earth."
From the year 1933, the annual Sears Christmas product booklet became an American icon.
In later years, these publications turned into one of the main tools of direct marketing. Many companies expanded their trade through them. For example, in 1982, sales through the Victoria's Secret brochure accounted for 55% of their $7 million annual sales. Another example is the J.Crew Group, which reported an explosive growth of 25% to 30% per year in the mid-1880s.
After a Rapid Decline, Promotional Publications Still Promise to Be a Valuable Channel
According to the Direct Marketing Association report, the number of product booklets mailed reached its peak in 2007. Then, the Great Recession caused retailers to cut their budgets. Simultaneously, the rise of online sales and marketing made printing seem redundant.
However, the DMA emphasizes that print is not dead. In the following, a few interesting statistics are presented:
- 30% of individuals participating in the survey declared that a catalog recently drove them to make a purchase online.
- People considered product and service booklets to be the most interesting type of standard mail – even 31% of them considered their appeal to be greater than newspapers and magazines.
- Despite a 4.5% decrease in mailed catalogs, they experienced a 23% increase in response rate.
- They defined this promotional medium as "a prominent interactive tool, a brand booster, and a powerful online sales driver."
Old Inspiration
Reviewing old examples and old mail-order businesses, in addition to being an interesting and enjoyable historical review, helps us achieve a better understanding of these publications and their background.
