John Wanamaker (Firm)

This issue of 'The Book News Monthly' contains evidence of the rapid success enjoyed by L.M. Montgomery, and by her publisher, L.C. Page & Co, following the publication of 'Anne of Green Gables' in 1908. Page 14 in the front advertising section -- facing the issue Table of Contents, and so likely one of the most expensive for advertising placement -- contains a half-page ad from L.C. Page proclaiming 'Anne of Green Gables' "Still in the lead" and already on its twelfth printing; the ad also promotes Montgomery's second book, 'Anne of Avonlea' as available on September 1st. Page 19 in the back advertising section includes Anne of Avonlea first in the Wanamaker "New Books List", which was arranged alphabetically by title. This exposure, along with the full page Frontispiece Portrait enclosed with the issue (Special Item: 909 SI LMM BNM 1909), show the significant effort undertaken by Montgomery's publisher to build her profile in the American market.

This reproduction photographic portrait, inserted as a Frontispiece Portrait in the September 1909 issue of 'The Book News Monthly' (Special Item: 910 SI BNM 1909) offers evidence of the rapid success enjoyed by L.M. Montgomery, and by her publisher, L.C. Page & Co, following the publication of 'Anne of Green Gables' in 1908. Montgomery mentioned sitting for this photo portrait in a letter to Ephraim Weber, dated March 28, 1909: "I sat for one the other day as the Page Co. insisted on a new one for the 'The Book News Monthly.' They wanted a head and shoulders picture and the result is not like me, though passable as a picture." Although a handful of photographs of Montgomery taken earlier in her life have survived, this reproduction likely represents one of the first "publicity" photographs taken of her, since she enjoyed only a local reputation prior to the publication of 'Anne of Green Gables'. Along with the prominent advertising placement for 'Anne of Green Gables' and 'Anne of Avonlea' found in the accompanying issue of 'Book News Monthly', this portrait shows the significant effort undertaken by Montgomery's publisher to build her profile in the American market.