Lippincott's for March 1897
Date1897
Artist
Joseph J. Gould
(American illustrator, 1869–1948)
Illustration CitationAdvertising poster for Lippincott's, March 1897
MediumCommercial lithograph
Dimensionscomposition: 16 1/16 × 13 3/16 in. (40.8 × 33.5 cm)
sheet: 17 3/16 × 14 1/8 in. (43.7 × 35.9 cm)
sheet: 17 3/16 × 14 1/8 in. (43.7 × 35.9 cm)
Credit LineGift of Mrs. J. Marshall Cole, 1973
Object number1973-42
On View
Not on viewClassificationsPRINT
Label TextJoseph J. Gould designed bold and colorful posters for Lippincott's Monthly Magazine during the decade when such advertisements enjoyed immense popularity. Published from 1868 to 1915, Lippincott's Monthly Magazine featured a variety of subjects, including science, current events, and travel. It also was distinguished for its contemporary literature, as the first American magazine to publish Arthur Conan Doyle's Sherlock Holmes stories and some of Oscar Wilde's work.Walt Whitman, Willa Cather, and Paul Laurence Dunbar were among its other authors. We cannot see a title on the undecorated book held by the older and more somberly dressed woman. On the other hand, the stylish younger woman who displays an issue of Lippincott's - while holding on to her hat in the March wind and looking engagingly at us - seems to represent the modern and adventurous reader. Like many magazine publishers, Lippincott's also used its posters to advertise its book division, here announcing Julia Magruder's forthcoming novel.
