Boston. Rust Craft Publishers. 1930-1958.
41 issues, black and white illustrations, ranging in size from 7 x 6 1/4 inches (early issues) to 11 x 8 1/2 inches (1958 issue), pictorial paper wrappers (softbound). Majority of issues in very good condition with occasonal light soiling to covers; Vol. XI No.2 (February 1932) missing front cover. This lot includes the covers (only)for the May 1932 issue (this is not included in the magazine count of 41). This collection contains 32 issues (an incomplete run) published between June 1930 and August 1935. There is a break in the collection, resuming in June 1950 with seven additional issues including the last edited by Chase, March 1952. A single issue from 1955 and another from 1958 complete the collection. In all, 42 issues of this interesting publication. A monthly magazine "for Greeting Card Dealers" published by Rust Craft Cards of Dedham, Massachusetts, self-described as "The House that Sentiment Built." The September, 1955 issue states the Ernest Dudley Chase "merged his own publishing business with Rust Craft in 1921, and became Creation, then Advertising Manager, and is now a Vice-President. For years he edited 'The Rustler' and 'The Rustonian.' He is also author of "The Romance of Greeting Cards," the first and only history of the industry." A Smithsonian Institute web site reports "The Rust Craft Greeting Card Company...was begun as a little bookshop by Fred Rust (1877?-1949) in Kansas City, Missouri, 1906. He consolidated his business in Boston in 1914. In the 1950s the company relocated to Dedham, Massachusetts and in 1981 merged with the Norcross Company." The Smithsonian site also states that their collection (chiefly Norcross cards) is "not only a history of the development of the greeting card industry but also a history of social trends in the United States" and gives "an indication of the quality and technology of the [printing] industry..." Item #45074