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Railway Photographic Advertising in Britain, 1900-1939 pp 35–69Cite as

Palgrave Macmillan

Railway Advertising: Theory and Practice 1900–1939

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Part of the book series: Palgrave Studies in the History of the Media ((PSHM))

Abstract

This chapter establishes the promotional culture responsible for producing railway photographic advertising between 1900 and 1939. Focusing in particular on the Great Western Railway, it argues that a promotional culture developed in three stages. Stage 1, 1900–1914, outlines how a nineteenth-century ‘take-it-or-leave-it’ attitude to customer service was replaced by the new debates about why and how customers should be approached. Stage 2, 1918–1929, explores the impact of the railway industry’s reorganisation, a changing holiday market and the growing competition of road transport. Stage 3, 1930–1939, examines the response to these pressures, chiefly seen in a changed visual direction. Throughout, the chapter considers how the GWR’s advertising related to its rail-based competitors and the wider advertising industry in Britain.

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Notes

  1. 1.

    The Railway Times, July 3, 1897, 19.

  2. 2.

    “Do Railways Believe in Advertising?,” Great Western Railway Magazine, April, 1913, 102. (GWRM hereafter).

  3. 3.

    GWRM, May 1909, 101.

  4. 4.

    The Magazine was founded in 1888 as the organ of the GWR Temperance Union, but when the Union ran into financial difficulties in 1903 the GWR purchased the magazine. It soon became a valuable corporate asset with a wide readership, sold to staff at a nominal fee. See Mike Esbester, “Organizing Work: Company Magazines and the Discipline of Safety,” Management and Organizational History 3, no. 3–4 (2008): 220; Roger Wilson, Go Great Western: A History of GWR Publicity (Newton Abbott: David & Charles, 1987), 164–66.

  5. 5.

    “Railway Advertising,” The Railway Times, August 31, 1912, 223.

  6. 6.

    See, for example, GWRM, December 1904, 205, and June 1908, 118.

  7. 7.

    GWRM, September 1904, 145.

  8. 8.

    “The Grave Defects of Railway and Steamship Advertising,” The Advertising World, June, 1905, 21.

  9. 9.

    GWRM, May 1913, 141.

  10. 10.

    GWRM, May 1907, 99.

  11. 11.

    GWRM, May 1909, 101.

  12. 12.

    GWRM, May 1913, 141.

  13. 13.

    The Advertising World, July 1910, 32.

  14. 14.

    “Is the Railway Advertising Man Properly Recognised as a Force in Modern Railway Work,” The Railway Gazette, August 25, 1911, 172–73; September 8, 1911, 216; September 15, 1911, 248.

  15. 15.

    Phillip Bagwell, The Railway Clearing House in the British Economy 1842–1922 (London: Allen & Unwin, 1968), 19.

  16. 16.

    David Smith, The Railway and Its Passengers: A Social History (Newton Abbott: David & Charles, 1988), 86.

  17. 17.

    GWRM, May 1909, 101.

  18. 18.

    The Railway Gazette, June 28, 1907, 326.

  19. 19.

    GWRM, May 1909, 101.

  20. 20.

    Douglas Knoop, Outlines of Railway Economics (London: Macmillan, 1913), 235.

  21. 21.

    Wilson, Go Great Western, 24.

  22. 22.

    “Progressive Advertising in the Great Western,” The Railway Gazette, August 26 1910, 257; The Advertising World, August 1910, 159.

  23. 23.

    GWRM, June 1914; GWRM, April 1905, 136.

  24. 24.

    D. T. Timins, “Art on the Railway,” The Railway Magazine, May 1900, 417–26.

  25. 25.

    “A Travelling Picture-Gallery,” The Illustrated London News, April 4, 1903, 522.

  26. 26.

    This was the case in other countries with a developed touring culture too. See Elizabeth Anne Cavaliere, “Canada by Photograph: Instructed Looking and Tourism of the Late Nineteenth-century Canadian Landscape,” Histoire Sociale/Social History 49, no. 99 (2016): 314.

  27. 27.

    The Advertising World, June 1907, 52.

  28. 28.

    Wilson, Go Great Western, 83–84.

  29. 29.

    GWRM, April 1904, 49.

  30. 30.

    Wilson, Go Great Western, 112.

  31. 31.

    Wiltshire and Swindon Archives (WSA), 2515 210 Box 150/6, Letter from Clarke and Hyde Press Agency to GWR’s Superintendent of the Line concerning use of photographs in advertisements; 2515 210 Box 146/6, Memorandum of arrangement between Topical Press Agency and GWR for special photographic work. Commercial photographers were highly regarded for their perceived expertise regarding the appropriateness of image-based appeals for different audiences. See Robin Lenham, “British Photographers and Tourism in the Nineteenth Century Three Case Studies,” in Visual Culture and Tourism, ed. David Crouch and Nina Lübbren (Oxford: Berg, 2003), 95–6.

  32. 32.

    Holiday Haunts (London: Great Western Railway, 1906).

  33. 33.

    “Advantages of Publicity,” The Railway Times, November 18, 1911, 490.

  34. 34.

    “Value of Advertising,” The Railway Times, October 25, 1913, 403.

  35. 35.

    Terence Nevett, Advertising in Britain: A History (London: Heinemann, 1982), 138–44.

  36. 36.

    D.L. LeMahieu, A Culture for Democracy: Mass Communication and the Cultivated Mind in Britain Between the Wars (Oxford: Clarendon, 1998), 10.

  37. 37.

    Advertiser’s Weekly, June 9, 1922, 301–02.

  38. 38.

    Advertiser’s Weekly, November 19, 1926, 280.

  39. 39.

    Advertiser’s Weekly, October 20, 1922, 461.

  40. 40.

    The Times, January 22, 1924, 13.

  41. 41.

    The Railway Gazette, September 14, 1923, 330; Michael Bonavia, The Four Great Railways (Newton Abbott: David & Charles, 1980), 20–26.

  42. 42.

    “LMS Posters by RA’s,” The Railway Gazette, December 28, 1923, 808. See also “Wider Railway Publicity Wanted,” The Railway Gazette, November 2, 1921, 361; “Railway Advertising,” The Railway Gazette, October 2, 1924, 436; “Railways and Public Relations,” The Railway Gazette, April 11, 1924, 552; “Railway Salesmanship and Public Relations Work,” The Railway Gazette, December 23, 1927, 786; “Commercial and Advertising Psychology,” The Railway Gazette, February 18, 1927, 216; “Joint Railway Publicity,” The Railway Gazette, March 8, 1929, 355.

  43. 43.

    “Railway Posters,” The Times, June 20, 1924, 12; Advertiser’s Weekly, March 3, 1922, 271–74.

  44. 44.

    “More and Better Railway Advertising,” Advertiser’s Weekly, October 30, 1925, 186.

  45. 45.

    John Hewitt, The Commercial Art of Tom Purvis (Manchester: Manchester Metropolitan University Press, 1996), 14–18.

  46. 46.

    The Railway Gazette, September 14, 1923, 330. See also “British Railway Advertising Problems,” The Railway Gazette, July 2, 1926, 16–19; The Railway Gazette, February 18, 1927, 216.

  47. 47.

    “LMS Posters by RA’s,” The Railway Gazette, December 28, 1923, 808; “The Year 1925 in Railway Publicity,” Advertiser’s Weekly, January 1, 1926, 34.

  48. 48.

    “The Truth about the Southern,” Advertiser’s Weekly, January 30, 1925, 174.

  49. 49.

    “Regaining goodwill from a public that had grown critical,” Advertiser’s Weekly, July 9, 1926, 42–44. On the SR’s efforts see also “Railway Salesmanship and Public Relations Work,” The Railway Gazette, December 23, 1927, 786; “Propaganda Publicity on the Southern Railway,” The Railway Gazette, January 7, 1927, 8–16.

  50. 50.

    Julia Wigg, Bon Voyage! Travel Posters of the Edwardian Era (London: HMSO, 1998), 9; Beverley Cole and Richard Durack, Railway Posters, 1923–1947: From the Collection of the National Railway Museum, York, England (New York: Rizzoli, 1992), 6; Bonavia, The Four Great Railways, 39–45; “The Year 1925 in Railway Publicity,” Advertiser’s Weekly, January 1, 1926, 34.

  51. 51.

    A synopsis of Fraser’s career was included in profile in GWRM, November 1931.

  52. 52.

    Geoffrey Channon, Railways in Britain and the United States, 1830–1940: Studies in Economic and Business History (Aldershot: Ashgate, 2001), 50.

  53. 53.

    Felix Pole, Felix J.C. Pole: His Book (London: Town and Country Press, 1969), 84.

  54. 54.

    The National Archives (TNA), ZPER 38/17, Great Western Railway (London): Lecture and Debating Society Proceedings 1924–1924, Meeting of 5th February 1925, 15.

  55. 55.

    GWRM, December, 1924, 468.

  56. 56.

    Hints for Holidays (London: London and South Western Railway, 1922).

  57. 57.

    Advertiser’s Weekly, January 7, 1927, 10.

  58. 58.

    Advertiser’s Weekly, January 7, 1927, 9.

  59. 59.

    Advertiser’s Weekly, January 7, 1927, 7–10.

  60. 60.

    TNA, ZPER 38/17, Meeting of 5th February 1925, 1–20.

  61. 61.

    The Railway Gazette, July 18, 1924, 96.

  62. 62.

    Bernhard Rieger, Technology and the Culture of Modernity in Britain and Germany, 1890–1945 (Cambridge, 2004), 163.

  63. 63.

    Robert Fitzgerald, Rowntree and The Marketing Revolution, 1862–1969 (Cambridge: Cambridge University Press, 1995), 286.

  64. 64.

    “British Railway Advertising Problems,” The Railway Gazette, July 2, 1926, 16–19.

  65. 65.

    Oliver Green, Underground Art: London Transport Posters 1908 to the Present (2nd ed., London: Laurence King, 2001), 11.

  66. 66.

    E. S. Turner, The Shocking History of Advertising (London: Michael Joseph, 1952), 181.

  67. 67.

    More detailed information on this relationship is available in GWRM, “GWR Stationary and Printing Department,” January, 1926, 18–19. See also “The Production of Holiday Haunts,” GWRM, March, 1930, 101–04.

  68. 68.

    Sinclair Wood, “Using Research as Basis of a Marketing Policy,” Advertiser’s Weekly, August 28, 1925, 355.

  69. 69.

    Advertiser’s Weekly, September 24, 1936, 418.

  70. 70.

    TNA, RAIL 267/389, Report Upon Great Western Railway Arrangements at British Empire Exhibition, 1924, 5.

  71. 71.

    Sean O’Connell, The Car in British Society (Manchester: Manchester University Press, 1998), 11–38.

  72. 72.

    John Hewitt, “The ‘Nature’ and ‘Art’ of Shell Advertising in the Early 1930s,” Journal of Design History 5, no. 2 (1992): 122–24.

  73. 73.

    See, for example, “Motor Manufacturer Attacks with Heavy artillery,” Advertiser’s Weekly, February 28, 1930; and “Streamlining a Motor’s Advertising,” Advertiser’s Weekly, February 16, 1926, 295.

  74. 74.

    Percy Bradshaw, Art in Advertising: A Study of British and American Pictorial Publicity (London: The Press Art School, 1925), 258.

  75. 75.

    TNA, RAIL 258/425, Great Western Railway Traffic Department: Annual Report 1927.

  76. 76.

    TNA, RAIL 258/425 Great Western Railway Traffic Department: Annual Report 1928.

  77. 77.

    Turner, The Shocking History of Advertising, 192–93; Kathy Myers, Understains: The Sense and Seduction of Advertising (London: Comedia Pub. Group, 1986), 22.

  78. 78.

    The London and North Eastern Railway Magazine, May, 1929, 232.

  79. 79.

    John K. Walton, The British Seaside: Holidays and Resorts in the Twentieth Century (Manchester: Manchester University Press, 2000), 97–98.

  80. 80.

    Catherine Horwood, “‘Girls Who Arouse Dangerous Passions’: Women and Bathing, 1900–39,” Women’s History Review, 9, no. 4 (2000): 658.

  81. 81.

    Walton, The British Seaside, 98–99.

  82. 82.

    Horwood, “Girls Who Arouse Dangerous Passions,” 659–60; Ralph Harrington, “Beyond the Bathing Belle: Images of Women in Interwar Railway Publicity,” Journal of Transport History 25, no. 1 (2004): 22.

  83. 83.

    C. Auger, “Why are the Railways Losing?,” Railway Review, August 2, 1928, 4.

  84. 84.

    The Railway Gazette, November 30, 1928.

  85. 85.

    Bonavia, The Four Great Railways, 35 & 72.

  86. 86.

    Fitzgerald, Rowntree and the Marketing Revolution, 5; Jeff Merron, “Putting Foreign Consumers on the Map: J. Walter Thompson’s Struggle with General Motors’ International Advertising Account in the 1920s,” The Business History Review 73, no. 3 (1999): 479.

  87. 87.

    The Railway Gazette, March 24, 1933, 416–17.

  88. 88.

    Smith, The Railway and Its Passengers, 165–66; In 1933, for example, the railways held a joint information bureau at the national Advertising and Marketing Exhibition, The Railway Gazette, July 21, 1933, 112.

  89. 89.

    See for example The Railway Gazette, January 23, 1931, 105–06; June 3, 1932, 821; October 18, 1932, 499; December 16, 1932, 761.

  90. 90.

    “Seeing Britain by Train,” The Railway Gazette, August 15, 1930, 208.

  91. 91.

    For just a small sample of this cross-company comment, see “Printed Words,” London, Midland and Scottish Railway Magazine, August, 1934, 309–311; “Advertising,” London and North Eastern Railway Magazine, May, 1929, 231–34; “Advertisements in Carriages,” The Railway Magazine, October, 1939, 243–44; “Effective Publicity Coordination,” The Railway Gazette, August 2, 1935, 179; “High Speed—An advertising Asset,” The Railway Gazette, July 9, 1937, 52.

  92. 92.

    “Debate on Modern Advertising,” The Railway Gazette, March 4, 1938, 438.

  93. 93.

    Loftus Allen, “Printed Words,” London, Midland and Scottish Railway Magazine, August, 1934, 309–311.

  94. 94.

    TNA, RAIL 1107/9, Railway Students’ Association Proceedings of Sessions, meeting of 13th February 1936, 32–37.

  95. 95.

    GWRM, May, 1936, 209.

  96. 96.

    H.M. Bratter, The Promotion of Tourist Travel by Foreign Countries (Washington: USGPO, 1931), 2.

  97. 97.

    TNA, RAIL 250/56, Minutes of Board of Directors, Meeting 9th October 1931. Grand’s salary on promotion climbed from £650 to £800 per annum.

  98. 98.

    Details of Dewar’s appointment can be found in the GWRM, September, 1934.

  99. 99.

    National Library of Wales (NLOW), GB 0210 MAXSER: F 1–150, Letter to Nicholls from Fraser 9th December 1929.

  100. 100.

    GWRM, October, 1936, 505.

  101. 101.

    GWRM, April, 1938, 148–49.

  102. 102.

    Nevett, Advertising in Britain, 149–50; Stefan Schwarzkopf, “Discovering the Consumer: Market Research, Product Innovation, and the Creation of Brand Loyalty in Britain and the United States in the Interwar Years,” Journal of Macromarketing 29, no. 1 (2009): 12–17.

  103. 103.

    “Planned Publicity,” The Railway Gazette, March 18, 1938, 520–521.

  104. 104.

    GWRM, June, 1936, 289–90.

  105. 105.

    GWRM, June, 1936, 289–90.

  106. 106.

    GWRM, January, 1933, 8.

  107. 107.

    GWRM, January, 1939, 26–27.

  108. 108.

    TNA, RAIL 1107/9, Meeting of 13th February 1936, 32–37.

  109. 109.

    The LNER went to good lengths to determine efficacy, the results of which were recorded in The Railway Gazette on 15 August 1930. Advertising manager Cecil Dandridge remarked that ‘I do not suggest … that advertising is the panacea for all the ailments to which our transport industry is so prone; I am convinced, however, that when judiciously applied, in conjunction with efficient and attractive service, it has never yet failed to produce results which show a reasonable return on the outlay’, 208.

  110. 110.

    In his memoir, Felix Pole recalled that jigsaw puzzles, cut by the Chad Valley company and supplied with GWR photographs, were sold at low prices by bookstalls, stations and shops, with over a million sold. Pole, His Book, 83.

  111. 111.

    GWRM, January, 1939, p. 23.

  112. 112.

    This phrase appears in RAIL 250/772: GWR Minutes and Reports 1936.

  113. 113.

    LNERM, March, 1937, 134.

  114. 114.

    LeMahieu, A Culture for Democracy, 258.

  115. 115.

    John Taylor, “Kodak and the ‘English’ Market between the Wars,” Journal of Design History 7, no. 1 (1994): 38–39.

  116. 116.

    Elspeth Brown, The Corporate Eye: Photography and the Rationalization of American Commercial Culture, 1884–1929 (Baltimore: Johns Hopkins University Press, 2005), 188–97.

  117. 117.

    “JWT’s Photographic Studio,” Advertiser’s Weekly, April 1, 1937, 6–7.

  118. 118.

    ‘Photographer Muses on Models’, Advertiser’s Weekly, May 27, 1937, ii.

  119. 119.

    “Terrors of a Photographic Picnic,” Advertiser’s Weekly, July 14, 1932, 40.

  120. 120.

    GWRM, March, 1930, 101–04.

  121. 121.

    Holiday Haunts (London: Great Western Railway, 1931), 15.

  122. 122.

    See, for example, National Railway Museum (NRM), GWR B Series, Negatives 12115, 13486, 12114.

  123. 123.

    Helen Wilkinson, “‘The New Heraldry’: Stock Photography, Visual Literacy, and Advertising in 1930s Britain,” Journal of Design History 10, no. 1 (1997): 29.

  124. 124.

    TNA, RAIL 1107/9, Meeting of 13th February 1936, 32–36.

  125. 125.

    “Selling Transport,” The Railway Gazette, January 17, 1930, 103.

  126. 126.

    “Railway Holiday Handbooks,” The Railway Gazette, March 17, 1933, 370.

  127. 127.

    “Summer Guides,” The Times, April 13, 1934, 11.

  128. 128.

    “Holiday Haunts for 1933,” North Devon Journal, March 16, 1933, 6.

  129. 129.

    Peter Scott, “Marketing mass home ownership and the creation of the modern working-class consumer in inter-war Britain,” Business History 50, no. 1 (2008): 13; Schwarzkopf, “Discovering the Consumer,” 14; Roy Church, “New Perspectives on the History of Products, Firms, Marketing, and Consumers in Britain and the United States Since the Mid-Nineteenth Century,” The Economic History Review 52, no. 3 (1999): 623.

  130. 130.

    Colin Divall and Hiroki Shin, “Cultures of Speed and Conservative Modernity: Representations of Speed in Britain’s Railway Marketing,” in Trains, Culture, and Mobility: Riding the Rails: Volume 2, ed. Benjamin Fraser and Steven Spalding (Lanham: Lexington Books, 2012), 18–19.

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  1. Department of History, University of York, York, UK

    Alexander Medcalf

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Medcalf, A. (2018). Railway Advertising: Theory and Practice 1900–1939. In: Railway Photographic Advertising in Britain, 1900-1939. Palgrave Studies in the History of the Media. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-70857-7_2

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