MoToR The Automotive Business Magazine Annual Show Number October 1939 Art Deco

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MoToR
The Automotive Business Magazine
Annual Show Number
October 1939

Trade PB. Large 4to. Published by Hearst's International Magazine, New York. 1939. 318 pgs. Illustrated with black and white, with a handful of colored pages (some full and some partial). There are hundreds of automobile ads, many for models that are pretty much unknown today. In addition to the ads, each issue had a few informational pieces.

Wrappers worn with some shelf-wear to the extremities present. Book is free of ownership marks. Text is clean and free of marks. Binding tight and solid.
 

From an online article by Llewellyn Hedgbeth :

MoToR, (and, no, the switch from upper to lower case was not accidental but rather the actual title design) was the National Magazine of Motoring, one begun by William Randolph Hearst. One of its long-time hallmarks was a brightly-colored, thematic cover illustration designed and drawn by numerous artists of the day.

So, how did the magazine get its start? In 1903, noted newspaper publisher, business magnate, and art collector Hearst married chorine Millicent Wilson in New York City and drove across Europe for their honeymoon. Besides his lovely bride, another item that caught his eye was an English publication, The Car. That would prove the model for his first entry into the magazine world (with MoToR's inaugural issue in October 1903), followed by his acquisition of Cosmopolitan, Harper's Bazaar, Good Housekeeping, Popular Mechanics, Redbook, and others.

There were about twelve thousand cars on the road in the U.S. at the time, and most of the drivers were either skinned-knuckle mechanics or among the wealthy elite. Motoring was largely a man's sport, and early articles highlighted the allure of racing, the challenge of crossing the country by road or trail, and ways to master and enjoy the benefits of new-fangled motor cars. By 1915, travel across the country was made available to more motorists, via the newly-opened Lincoln Highway, and MoToR offered a silver Tiffany medal to motorists who made the trip (and could prove it) as well as a gold medal for the best story about how the trip had progressed.

By 1924, motoring had changed even further. Ford had produced ten million cars; women had joined the ranks of drivers; roads were designated by numbers rather than names; and homemade directional signs painted on rocks, trees, barns, etc. were being replaced by standardized geometrical signs. That year, MoToR devised a new audience approach, as well, pitching more technical articles to those at the heart of the motorcar business — mechanics, salesmen, and dealers. The new approach brought with it additional advertising revenue from car manufacturers and after-market sales and service providers. Articles were more technical than ever. Coverage was given to labor issues, and there were tips on setting up service centers, improving sales, and keeping motorists up-to-date. A highlight every year was the "Annual Show Number" with information on the New York and Chicago Auto Shows. And one of the things MoToR did best was to publish detailed tables of manufacturer specifications.

Whether because MoToR was his inaugural magazine, he was interested in fine arts, or he understood that illustrations meant effective competition, Hearst developed the magazine with an eye towards wooing customers with attractive cover art. While very early covers featured photographs of a wood relief carving or a bonnet-wearing woman at the wheel, before long, most covers featured eye-catching designs in full color.