TweetThe last few weeks I have spent editing the ten chapters. This past week I decided on the number of illustrations and chose each of them. They will give the reader a sense of the topic or issue I am writing about in a particular chapter. The captions will be finished soon. The most exciting […]
Read MoreTweetYesterday I began the process of editing references I use in the book. At the same time I am working on the Bibliography as well. One of the references is Daniel Pope’s book The Making of Modern Advertising [below]. It proved helpful in understanding how the Pabst Brewery fit in with modern advertising in general […]
Read MoreTweetIt is the beginning of July, and I continue to edit the book, chapter by chapter. I know that I will have the manuscript ready to send the publisher by the end of the year. All it will take is my patience to walk the journey of regular sessions at the computer to edit the […]
Read MoreTweetIn the nineteenth century it was common practice for a newspaper to include an article favorable to a company or business that advertised in its pages. Pabst Brewery was no exception to receiving such an article. A letter addressed to the brewery by a Chicago publishing firm November 15, 1887, read as follows: “In consideration of […]
Read MoreTweetThe Best Tonic from Pabst followed in the tradition of patent medicines, or products that companies put out that would cure health problems. Stephen Fox in his book The Mirror Makers writes: “In the decades after the Civil War, patent medicines became the first product to be advertised on a large scale, the first to aim directly […]
Read MoreTweetFrom 1887, when Pabst came up with its medicinal beverage Best Malt Tonic, the Brewery spared no expense in promoting it. It became the most advertised of any of the Pabst beverages at that time. According to the 50th anniversary booklet from Pabst in 1894: “The Best Tonic is probably as well known as any of […]
Read MoreTweetRight now I am editing the book chapters that I spent the last year writing. What seems daunting to me is that at the moment the length of the manuscript is a bit short of my goal. Do I need to worry about word length, or simply a book worth reading? I would opt for […]
Read More