Related Journals

• Printers, [Stationers,] & Kindred Traders’ Weekly Advertiser The Printers, [Stationers,] & Kindred Traders' Effective Advertiser was merged with The Printers, [Stationers,] & Kindred Traders' Weekly Advertiser in 1894, creating The Printers and Kindred Traders’ Monthly Advertiser (which ended in 1896)
• Printers and Kindred Traders’ Monthly Advertiser The The Printers and Kindred Traders' Monthly Advertiser was created when the Effective Advertiser and Weekly Advertiser were merged in 1894
• Imperial Printer The Printers and Kindred Traders’ Monthly Advertiser merged with The Imperial Printer, published by the Ludgate Press Association, in May 1898

Start Date(s)

• 1884 (Shattock)
• 1885 (Caspar's Directory )

End Date(s)

• 1898 (Shattock)
• 1885 (Willing’s)

Editor(s)

• Baker, Thomas
• Percy James Thomas Symes

City

• London, England (journal itself)

Circulation Count

• 5,000 first issue; 10,000 in 1898 (journal itself)

Type of Content

• Contains “advertisements, introduction, trade news, literary news, meetings, obituaries, humours, want ads” (Waterloo Online)

Notes

• Two journals edited by Thomas Baker—which he ultimately merged and then joined with The Imperial Printer—have very similar names and are often confused. The chronology runs as follows:
  • In April 1884, Baker began The Printers, Stationers, & Kindred Traders’ Effective Advertiser (often shortened to The Effective Advertiser in reviews and directories). This was a monthly published by P. J. T. Symes (Caspar’s claims Symes also helped Baker edit it) and printed by Eyre and Spottiswoode
  • In 1891, Baker changed the name to The World’s Printers, Stationers, & Kindred Traders’ Effective Advertiser. This title continued until 31 January 1894 (no. 112)
  • In June 1893, Baker began a separate paper, The Printers, Stationers & Kindred Traders’ Weekly Advertiser. This was a weekly published by Abraham Kingdon and Newnham
  • In November 1893, Baker shortened the name of his weekly to The Printers & Kindred Traders’ Weekly Advertiser
  • In January 1894, Baker merged his monthly Effective Advertiser and his Weekly Advertiser, creating The Printers and Kindred Traders’ Monthly Advertiser, published from 66 Imperial Buildings. This issue is enumerated as volume 2, number 1. The Monthly Advertiser ended with volume 4, number 4, on 1 April 1896 (although Shattock claims there was a volume 4, number 5 issue printed in May of 1896)--should these dates be 1898 rather than 1896?
  • In May 1898, The Printers and Kindred Traders’ Monthly Advertiser merged with The Imperial Printer, published by the Ludgate Press Association. Only two numbers (May and June of 1898) of this journal exist, both of which bear both titles on their first pages
  • For all of this information, see sources listed at bottom of page
• Note: Do not confuse any of the above titles with The Printers and Kindred Traders’ Review, which is a separate, short-lived periodical published by Drane and Chant
• Baker “intended it [The Effective Advertiser] 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 Online)
• A description of Symes’s solicitation for investors in The Effective Advertiser as an LLC is recorded in "Opinions" pp. 316-17
• “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” p. 317)
• The Effective Advertiser is “the beau-ideal of an advertising medium” (“Opinions” p. 317)
• Then, with the emergence of The Weekly Advertiser: “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” p. 457)
• “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-barreled 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” (Weekly Advertiser, vol. 1, no. 1, p. 1)
• Publisher’s address (Symes): 10 Wine Office Court (Mitchell's 1895, p. 213); 60 Ludgate Hill (Caspar’s p. 1287)
• Publisher’s address (Ludgate Press Association): 66 Imperial Buildings, Ludgate Circus (BLT19 Database)

Subject Categories

• Advertising
• Paper & Stationery
• Printing Trade

Sources that Discuss this Journal

• BLT19
• COPAC
• Caspar's Directory p. 1287
• "Is the Typewriter" p. 457
• Mitchell’s 1895 p. 213
• NSTC
• "Opinions" pp. 316-17
• Shattock p. 52
• St. Bride (online)
• Stewart vol. 3, p. 604
• Watson p. 62
• Willing’s 1891, p. 127, 236

Works Cited

• BLT19 Trade and Professional Press Database 1900. Created by Andrew King, 2020.
• Caspar's Directory of the American Book, edited by Carl Nicolaus Caspar. C. N. Caspar, 1889. Google Books.
• COPAC: Consortium of Online Public Access Catalogues. Library Hub Discover, JISC.
• "Is the Typewriter Gaining in Popularity?" The London Phonographer, vol. 3, no. 28, Sept. 1893, p. 457. Google Books.
• Mitchell’s Newspaper Press Directory and Advertiser’s Guide. C. Mitchell, 1895.
• NSTC (Nineteenth-Century Short Title Catalogue), in C19: The Nineteenth-Century Index, Chadwyck-Heaney, 2020. ProQuest.
• "Opinions of the Press." The Office: A Practical Journal for Business Managers, Accountants and Office Men, vol. 28, Dec. 1889, pp. 316-17. Google Books.
• Shattock, Joanne. The Cambridge Bibliography of English Literature. Vol. 4: 1800-1900. Edited by Frederick W. Bateson. 3rd ed. Cambridge UP. 1999.
• St. Bride Foundation Catalogue, St. Bride Library, 2022.
• Stewart, James D., editor. British Union-Catalogue of Periodicals. 4 vols. Butterworths, 1968.
• Watson, George, series editor. The New Cambridge Bibliography of English Literature. 5 vols. Cambridge UP, 1969.
• Willing’s (Late May’s) British and Irish Press Guide, and Advertiser’s Directory and Handbook. Willing’s Press Service. HathiTrust.