"m'm - taste the fruit!" : Rowntree's Fruit Gums : advert issued by Rowntree, York : in : Illustrated Magazine, 28 May 1955
An advert page from the 28 May 1955 edition of "Illustrated" magazine, one of the many popular such magazines produced from the vast stable of the Odhams Press in London. Created in 1898 Odhams took advantage of the increasing market for illustrated magazines and by 1938 introduced the first such 'colour' title, Woman. In post-war years a new plant in Watford was constructed and this would in later years become part of the Fleetway/IPC Group that Odhams folded into in 1961. "Illustrated" incorporated other titles from 1939 including "News Review" and "The Passing Show" to better compete with Picture Post. In post-WW2 years, with the lifting of paper rationing, the market expanded again and Illustrated was one of the weeklies that sold over a million copies per issue. The cost of advertising in the magazine must have therefore have been consumate with circulation and prime pages took advantage of the colour gravure printing.
This is another in the highly successful series of Rowntree's adverts for their Fruit Pastilles and Gums that were issued in the 1950s. They relied on a minimum of text, the product packaging to show the subject of the advert and bold colours of the sort that colour gravure printing such as this could so successfully reproduce even on poor quality papers. This is the 'girl' version of the advert.
"m'm - taste the fruit!" : Rowntree's Fruit Gums : advert issued by Rowntree, York : in : Illustrated Magazine, 28 May 1955
An advert page from the 28 May 1955 edition of "Illustrated" magazine, one of the many popular such magazines produced from the vast stable of the Odhams Press in London. Created in 1898 Odhams took advantage of the increasing market for illustrated magazines and by 1938 introduced the first such 'colour' title, Woman. In post-war years a new plant in Watford was constructed and this would in later years become part of the Fleetway/IPC Group that Odhams folded into in 1961. "Illustrated" incorporated other titles from 1939 including "News Review" and "The Passing Show" to better compete with Picture Post. In post-WW2 years, with the lifting of paper rationing, the market expanded again and Illustrated was one of the weeklies that sold over a million copies per issue. The cost of advertising in the magazine must have therefore have been consumate with circulation and prime pages took advantage of the colour gravure printing.
This is another in the highly successful series of Rowntree's adverts for their Fruit Pastilles and Gums that were issued in the 1950s. They relied on a minimum of text, the product packaging to show the subject of the advert and bold colours of the sort that colour gravure printing such as this could so successfully reproduce even on poor quality papers. This is the 'girl' version of the advert.