Advertising and marketing archives and ephemera at the Harvard libraries: discovery and opportunity

Abstract

Purpose A series of online searches of the Harvard University Library System – which includes the Baker Library, Houghton Library and the Radcliffe Institute’s Arthur and Elizabeth Schlesinger Library – on the History of Women in America revealed nearly 1,000 archive and manuscript holdings on advertising and related topics. This paper aims to investigate the extent of these holdings, to assess their value to advertising and marketing historians and to explore their potential for encouraging future research on under-investigated topics and questions. Design/methodology/approach Described are the extensive and valuable special collections and other holdings related to advertising, business and marketing of the Harvard Library System. Also described are the availability of the holdings and recommendations for accessing and studying the collections and artifacts. Findings The research reported here supports an overall conclusion that the Harvard Library System holds an important place among the world’s repositories of valuable historical advertisements and marketing ephemera. The research also supports four specific conclusions regarding the historical value of Harvard’s collections and archives. First, some of the collections offer access to artifacts and items from an under-investigated period – the first half of the 19th century. Second, many of the collections are international in scope. Third, the collections represent a wide array of 19th century non-periodical advertisements and ephemera, such as trade cards, posters and theatrical playbills. Fourth, and most important, the collections offer significant potential for addressing, among other under-investigated topics, the important role of women in the development of modern advertising theory and professional practices. Originality/value A prior search for the world’s largest and most historically significant archives and collections of advertisements and marketing ephemera (promotional objects or media executions created for a one-time, limited purpose) revealed a handful of library and museum collections of exceptional size or topical importance meriting further investigation. This paper adds to an extensive line of research published in the marketing and advertising historical literature exploring and describing the breadth, depth and historical value of the world’s important collections of historical advertisements and ephemera.