Peter Parley Promoter: The Prehistory of Product Placement


Peter Parley stands center stage, holding up copies of the 1868 Annual for his eager readers. Peter Parley’s Annual: A Christmas and New Year’s Present for Young People. London: Darton and Co., 1868 (Cotsen 70617).

“Christmas Bells and Peter Parley’s Annual have been for many, many years associated in the affections of the rising generation all the world over.  But it is my earnest hope,” declares the avuncular editor, “that my young friends will find amongst the stores of entertainment I have this year provided for them something more durable than  Christmas chimes–something that when the merry cadences of those bells have died away, and the pudding is gone, and the holly is taken down and cast into the fire, will serve to make them a Christmas all the year round.”   And what exactly is Peter Parley’s contribution to the promised Annual feast?   “Every variety of wholesome entertainment” frosted with plenty of knowledge.

But fine words butter no parsnips and a book can’t be judged by its cover.  Does Peter Parley’s Annual for 1868 also contain “things to delight the eye” more than they “gratify the mind,” like its gold-stamped binding decorated with tops, cricket bats, kites, and butterflies?

Among the “things to delight the eye” in the 1868 Annual are  seven color-printed wood-engraved plates, neatly signed “W. Dickes” in the lower right hand corner.  The ones of marine life are particularly nice.


Plate facing p. 110 (Cotsen 70617).


Plate facing p. 174 (Cotsen 70617).

And who took out a full-page illustrated announcement in “Peter Parley’s Annual Advertiser” at the end but William Dickes?  He must have reasoned that if there were an informative advertisement for his full-service business proximate to his fine plates, plenty of papas looking at the book with their children might be inspired to engage the “artist, engraver on wood, lithographer, and oil colour printer” for some venture.


P. 320 in Peter Parley’s Annual Advertiser (Cotsen 70617).

A similar tactic to drum up business was used by another contributor to the 1868 volume.  Eugene Rimmel wrote an article entitled, “Sweet Things at the Paris Exhibition,” but he did not set out to enumerate all the marvelous confections invented for the delight of our palates and the ruin of our teeth” that were arrayed at the World’s Fair–“the lolypops of England, the bonbons of France, the confetti of Italy, the chocolate of Spain, the Lebkuchen of Germany, the biscottes of Belgium, the rahat lakoum of Turkey, the preserved ginger of India, the guava jelly of South America.”   His subject was perfume and one of the marvels described at the Exhibition was a cottage in which “a complete collection of perfumery materials, a still at work, and models of all the implements used in the trade” were on view.


P. 167 (Cotsen 70617).

And if M. Rimmel’s readers were unable to visit the cottage in person, they could learn about the sweet olfactory art in his Book of Perfumes, which was one of Christmas novelties that could be purchased at any of three convenient locations in London.


Detail from p. 315 in Peter Parley’s Annual Advertiser (Cotsen 70617).

The enterprising Mr. John Davies surely would have imitated Dickes and Rimmel, if the contents of the Annual had featured an appropriate selection.  But perhaps it was just as well that there wasn’t…


Is the affecting poem “She never smiles” the work of John Davies, surgeon-dentist, or his brother Maurice, the inventor of Royal Balmoral Tooth Paste? We may never know. P. 342 in Peter Parley’s Annual Advertiser (Cotsen 70617).


“Wild Lives:” An Afternoon of Talks on October 16th, Guyot Hall Auditorium, Princeton University

COTSEN-SMALL-POSTER-for-EMAILCotsen Children’s Library, the Graphic Arts Collection, and the Friends of the Princeton University Library will be co-hosting:

 Wild Lives: Catesby, Audubon, Lear, and Ford

October 16th, 2016 from 2:00-4:30 PM
Guyot Hall Auditorium, Princeton University

Please join us then for an afternoon of talks discussing the distinguished natural history illustrations of Mark Catesby, John Audubon, Edward Lear, and Walton Ford.

Our four speakers and their presentations will be:

Robert M. Peck ’74, Curator of Art and Senior
Fellow at the Academy of Natural Sciences of Drexel
University: The Remarkable Nature of Edward Lear

Aaron M. Bauer, the Gerald M. Lemole Professor of
Integrative Biology at Villanova University: Mark Catesby, Pioneering Zoologist of
the American Southeast

Neal Woodman, Research Zoologist with the USGS
Patuxent Wildlife Research Center: Audubon’s Contributions to
Rafinesque’s Zoological Discoveries
in the American West

A talk by contemporary artist Walton Ford

No reservations are necessary, but you may call or email me for more information at: 609-258-1148 or

Here’s a map of Guyot Hall:

Closest parking is on Ivy Lane, lot no.14, open to everyone on Sunday afternoon.