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Rae's Philadelphia Pictorial Directory & Panoramic Advertiser

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Rae's Philadelphia Pictorial Directory & Panoramic Advertiser

by RAE, Julio H

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  • Signed
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Bryn Mawr,, Pennsylvania
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About This Item

1851. (PHILADELPHIA). RAE, Julio H., pub. Rae's Philadelphia Pictorial Directory & Panoramic Advertiser. [Philadelphia]: Julio H. Rae, [1851]. [17] text leaves plus cover leaf on glossy black paper printed in gold, and sixteen lithographed plates (two folding). Leaves individually encapsulated in mylar, some uniform toning to text leaves, but overall in very good condition. In a cloth clamshell case, leather label stamped in gilt. MILES & REESE, AMERICA PICTURED TO THE LIFE 75. An incredible city directory and business promotional, illustrating eight blocks of Chestnut Street in downtown Philadelphia on sixteen beautifully executed lithographs. Following in the long tradition of the city directory but taking it to new heights, publisher Julio H. Rae produced "the first truly visual directory" (Miles & Reese) of an American city. Each plate depicts a block or a portion of a block of Philadelphia's main commercial thoroughfare, between 2nd and 10th streets. Both sides of the block are pictured, and each plate is keyed to an accompanying text leaf carrying advertisements from the merchants depicted. Taller buildings are shown in their complete elevation on folding plates, with the grandest plate folding out vertically and horizontally and showing the State House. A note on the facade of the building reads: "Declaration of Independence signed in this room." While not every merchant on Chestnut Street subscribed to the work, leaving some buildings unadorned on the plates, Rae's work carries advertisements for all manner of businesses, from hatters, jewelers, tailors, and grocers, to hotels, druggists, daguerreotypists, and Welch's National Circus and Theatre. Rae intended to update his Chestnut Street directory each year, showing changes in the businesses, and also announced a similar work covering Market Street from the Delaware River to Broad Street. Apparently he was too ambitious, and neither project came to fruition. Rae was not exaggerating, though, in his preface when he wrote that he "felt confident that he has hit upon a system not only novel and beautiful, but exceedingly useful, and one of which he believes to be entirely unique." A magnificent work, which heralded a new era in display advertising.


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George S. MacManus Company US (US)
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Rae's Philadelphia Pictorial Directory & Panoramic Advertiser
RAE, Julio H
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Date published

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George S. MacManus Company

We accept VS or MC or we will hold for a check. Books may be returned with the original packing slip within 7 days. Domestic Shipping via UPS is $5.00 for 1st volume, $2.50 for each additional volume. International rates given upon request.

About the Seller

George S. MacManus Company

Seller rating:
This seller has earned a 5 of 5 Stars rating from Biblio customers. member since: 2005
Bryn Mawr,, Pennsylvania
Ask Seller a Question

About George S. MacManus Company

Our inventory of over 45,000 catalogued titles focuses primarily on 18th and 19th century Americana with specialities such as Voyages and Travels, Local Histories, Indians and the West and the Civil War. Also included in our collection are English and American literary first editions, Limited Edition Club selections and Books about Books.


Some terminology that may be used in this description includes:

A new book is a book previously not circulated to a buyer. Although a new book is typically free of any faults or defects,...[more]
The decorative application of gold or gold coloring to a portion of a book on the spine, edges of the text block, or an inlay in...[more]
Common abbreviation for 'published'
Very generally, "leaves" refers to the pages of a book, as in the common phrase, "loose-leaf pages." A leaf is a single sheet...[more]
"Cloth-bound" generally refers to a hardcover book with cloth covering the outside of the book covers. The cloth is stretched...[more]
Full page illustration or photograph. Plates are printed separately from the text of the book, and bound in at production. I.e.,...[more]

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