Nová reklama 2

Nová reklama [New Advertising]. Vol. II, no. 2. Prague: Vít Říha, [1925].

4to. Ca. 30 pp. (pp. 55–86). Original illustrated wrappers by Prof. Josef Solar. Good condition. Soiled wrappers with light edge wear and minor creasing.

The second issue of one of the earliest and most visually accomplished Czechoslovak periodicals devoted to modern advertising, graphic design, typography, and commercial printing. Edited and published by Vít Říha, Nová reklama served as a forum for the rapidly developing fields of advertising, exhibition design, and visual communication during the First Czechoslovak Republic.

This issue contains articles on American advertising, advertising standardization, radio advertising, trade-fair publicity, outdoor and tramway advertising, typewriters in advertising, insert agencies, and new methods of product distribution, together with a substantial advertising section showcasing the leading Czech printing houses, lithographers, paper manufacturers, and advertising agencies. The advertisements themselves are a highlight, featuring striking Art Deco typography and graphic design by leading commercial artists, including several designs by Josef Solar. Notable advertisers include Melantrich, Grafia, Průmyslová tiskárna, Magistrála, and V. Neubert a synové.