New Poster (1937) — Buying Guide
Overview
This catalog accompanied the Franklin Institute’s 1937 International Exposition of Design in Outdoor Advertising (printed by Beck Engraving Co.). Alexey Brodovitch contributed design leadership and co-authored the volume, making it a notable early example of his graphic sensibility outside magazines. Copies surface irregularly and condition varies widely because many were used in institutional settings.
Search terms to try
What to check
- Publisher details: look for Beck Engraving Co. / Franklin Institute credit to confirm original printing.
- Completeness: verify all plates and ads are present; some copies were reference-only or have missing inserts.
- Condition: check spine/cover rub, foxing, and any annotation on advertising plates.
- Institutional marks: library stamps or labels can affect value for collectors; request photos of endpapers.
FAQ
Is this a common title?
It surfaces irregularly. Condition and completeness drive price more than print date since it was produced for a specific exhibition.
Should I buy ex-library copies?
They are often more affordable. Decide based on whether stamps or pastedowns matter to you; photos of endpapers help.
Does it include Brodovitch photography?
It primarily showcases poster and advertising design; it is valued for Brodovitch’s design direction rather than original photography.