Penguin’s wartime advertisements

Eno's Fruit Salts advertisement in 1940s Penguin shows smiling female soldier              

During World War II, it was a challenge for businesses not directly involved in  the war to stay afloat. Penguin was doing much better than its competitors but it did require some innovations. Following a 50% rise in the cost of paper in 1937, it was decided to permit advertising in the popular paperbacks.

The calculations are interesting. Allen Lane wrote that “a comparatively successful” Penguin would sell 150,000 copies. The charge to the advertiser was five shillings per thousand copies for a full-page black & white ad. In this case the advertiser would pay £62.10.0. If you consider that an industrial worker then earned only £180 per year the figure is put in a different perspective, £62 was a good sum.

There were four or five pages of ads in each book so that advertising was a nice little earner for Penguin. In 1944 it brought in £20,000, or about £5,000,000 in today’s terms.

The advertisements covered a range of products, most of them now extinct. Sometimes the juxtapositions are amusing.

Front and back cover of wartime Pelican book with ad for Jif shaving stickback cover of wartime Penguin book with ad for Greys cigarettes/////Back cover of wartime Penguin book with ad for Caltex showing aircraft carrier plus fighter planes.////………Wartime ads inside Penguin book of Craven A cigarettes plus Mendaco asthma cure

(Some of the financial information is taken from the book Fifty Penguin Years, published in 1985)


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