Wide Awake with D. Lothrop & Co.

Here is a Victorian trade card that promotes both the offerings of a publisher and bookseller that stocks those products for his customers.


The colorful lithograph that graces the front of the card promotes D. Lothrop & Co.'s Wide Awake series with a subscription rate discount, as well as the single issue price. Similar information is offered at the bottom of the card for another children's periodical, Baby-Land.  The publisher's popular illustrated books and a free bookcase also get a mention squeezed in at the bottom of the card, with details on the reverse side.


Those details on the reverse side follow the stamp of a local bookseller who has those items in stock or can get them for you from the publisher. The bookseller who issued this card to store patrons was D.F. Wallace of Cortland, New York, about 30 miles south of Syracuse. More on him and Cortland history in the 1870s to 1880s here.

On Christmas Eve, 2011, I blogged about another D. Lothrop piece--a postal ad cover for their Wide Awake Pleasure Book and a child's scrawl addressed to St. Nicholas on the reverse side, perhaps in an attempt to get the book advertised for Christmas. 

The Thoughts of Bibliomaven blog has much more on Daniel Lothrop, his company's books, and associated ephemera, including a near-identical trade card like the one I've posted here. 



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