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RAE, Julio. Rae's Philadelphia Pictorial Director

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Philadelphia: Julio H. Rae, 1851. Oblong small folio (230 x 340 mm). 16 lithographed views of both sides of Chestnut Street (some folding, one double-page). Preface leaf and 22 leaves of ads. Contemporary cloth, with original morocco label on the upper cover. Original navy blue glossy paper and gilt decorated wrappers bound in. Condition: rebacked and retipped. Provenance: Bella C. Landauer (bookplate). a rare philadelphia business directory: "the first truly visual directory" (Miles & Reese). The Preface to this scarce work explains: "The publisher of the present work some time since conceived the idea of a new system of advertising, which ... should, by the aid of the Artist's pencil, furnish a most accurate description not only of the business carried on in a particular locality, but at the same time give the form and feature, as it were, of each place of business within certain limits ... The advertisements, however, in connection with the views, form such a perfect indices to the business of Chestnut Street, that the Publisher feels 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." The businesses depicted and accompanying advertisments include hatters, jewelers, tailors, grocers, druggists, picture framers, daguerreotypists, as well as hotels, newspaper offices, the Magnetic Telegraph Company, Welch's National Circus and Theatre, Barnum's Museum and more. Miles & Reese, America Pictured to Life 75.

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