1. Ferber, Edna, Fanny Herself (New York: Frederick A. Stokes, 1917), p. 115.Google Scholar

2. Crews, Harry, A Childhood: The Biography of Place (New York: Harper & Row, 1978), p. 54.Google Scholar

3. Emmet, Boris and Jeuck, John E., Catalogues and Counters: A History of Sears, Roebuck and Company (Chicago: University of Chicago Press, 1950), p. 9.Google Scholar A basic mail-order-industry bibliography would also include: Latham, Frank B., A Century of Serving Customers: The Story of Montgomery Ward (Chicago: Montgomery Ward, 1972)Google Scholar; Baker, Nina, Big Catalogue: The Life of Aaron Montgomery (New York: Harcourt, Brace, 1956)Google Scholar; and Our Silver Anniversary: Being a Brief and Concise History of the Mail Order or Catalog Business Which Was Invented by Us a Quarter of a Century Ago (Chicago: Montgomery Ward, 1897)Google Scholar; on Sears, consult Cohn, David L., The Good Old Days: A History of American Morals and Manners as Seen Through the Sears, Roebuck Catalogs, 1905 to the Present (New York: Simon & Schuster, 1940)Google Scholar; Asher, Louis and Neal, Edith, Send No Money (Chicago: Argus Books, 1942)Google Scholar; and Weil, Gordon L., Sears, Roebuck, U.S.A.: The Great American Catalog Store and How It Grew (New York: Stein & Day, 1977).Google Scholar

4. Boorstin, Daniel, The Americans: The Democratic Experience (New York: Random House, 1973), pp. 128–29.Google Scholar

5. See De La Iglesia, Maria Elena's The Catalog of American Catalogs (New York: Random House, 1973)Google Scholar and her The Complete Guide to World Wide Shopping by Mail (New York: Random House, 1972)Google Scholar; Hoge, Cecil C., Mail Order Moonlighting (New York: E. P. Dutton, 1975).Google Scholar

6. Paradise, Viola I., “By Mail,” Scribner's Monthly, 04 1921, p. 480.Google Scholar

7. Rips, Rae Elizabeth, “An Introductory Study of the Role of the Mail-Order Business in American History, 1872–1914,” master's thesis, University of Chicago, 1938, pp. 2–3.Google Scholar

8. For the cover of the 1926 Spring/Summer Catalog, Montgomery Ward reproduced John Trumbull's painting of Franklin, John Adams, and Thomas Jefferson drafting the Declaration of Independence as the store's tribute to the American sesquicentennial. Inside the catalog (p. 3), the company claimed its own founder, not Franklin, as the mail-order catalog's originator: “Selling goods by mail was unknown in 1872. A. Montgomery Ward, the pioneer, was the young man with vision who foresaw a new merchandising method—who laid down his principles, and so won a niche in the ‘World's Hall of Business Fame.’”

9. Romaine, Lawrence B., “Benjamin Franklin: The Father of the Mail Order Catalog and Not Montgomery Ward,” The American. Book Collector, 11, No. 4 (12 1960), 25–28.Google Scholar For a still earlier claim for a mail-order prototype, see Alexander, Gerald L., “Widlldey's Enterprising Map of North America,” Antiques, 07 1962, pp. 76–77.Google Scholar

10. Publishers Central Catalog, Summer 1979, p. 26Google Scholar; Marboro Books Catalog, Spring 1979, p. 14.Google Scholar

11. For ordering and pricing information on Sears catalog reproductions, write to Book Digest, Inc., 540 Frontage Road, Northfield, Illinois 60093, for the 1897, 1900, 1908, and 1923 editions: Castle Books, 100 Enterprise Avenue, Secaucus, New Jersey 07094, for the 1906 edition; and Crown Publishers, 34 Engelhard Avenue, Avenel, New Jersey 07001, for the 1902 and 1927 editions and the anthology Sears Catalogs of the 1930s.

12. Montgomery Ward and Company Catalogue and Buyers Guide No. 57, Spring and Summer 1895Google Scholar, with an introduction by Emmet, Boris (New York: Dover Publications, 1969).Google Scholar

13. See, for example, Watt, Robert D., ed., The Shopping Guide of The West: Woodward's Catalogue, 1883–1953 (North Vancouver, Canada: Douglas and McIntyre, 1978).Google Scholar

14. For the location of Sears catalogs on microfilm in the libraries and research centers in any state, write to Lenore Swioskin, Archivist, Sears, Roebuck and Co., fortieth floor, Sears Tower, Chicago, Illinois 60606.

15. Published accounts of this pedagogy include Minnesota Historical Society Education Division, The Wishbook: Mail Order in Minnesota—A Study Guide for Teachers (St. Paul: Minnesota Historical Society, 1979)Google Scholar; Smith, William R., “Social Studies: Making Comparisons with Mail Order Catalogs,” The Instructor: A Journal of the New York State Educational Association, 09 1976, pp. 71–72Google Scholar; and Kavanaugh, James, “The Artifact in American Culture: The Development of an Undergraduate Program in American Studies,” in Quimby, Ian M. G., ed., Material Culture and the Study of American Life (New York: W. W. Norton, 1978), pp. 69–71.Google Scholar

16. Westbrook, Nicholas, “The Wishbook as History Book,” unpublished paper delivered at the seventh biennial national meeting of the American Studies Association, Minneapolis, 09 28, 1979Google Scholar; Schroeder, Fred E. H., “Semi-annual Installment on the American Dream: The Wishbook as Popular Icon,” in Fishwick, M. and Browne, R. B., Icons of Popular Culture (Bowling Green, Ohio: Green University Popular Press, 1970), pp. 73–86Google Scholar; Schroeder, Fred E. H., “The Wishbook as Popular Icon,” in Outlaw Aesthetics: Arts and the Public Mind (Bowling Green, Ohio: Bowling Green University Popular Press, 1977), pp. 50–61Google Scholar; Siedl, Joan and Westbook, Nicholas, “The Wishbook: Mail Order in Minnesota,” exhibition at the Minnesota Historical Society, St. Paul, Minn., 1979–1980.Google Scholar

17. For an application of the inquiry approach to another historical topic, see my “A Question Is an Answer: An Experimental Inquiry in American Cultural History,” The History Teacher, 6, No. 1 (11 1972), 97–106.Google Scholar

18. To date no scholar has done a systematic, definitive study of either mailorder catalogs or mail-order goods. The best work on catalogs has already been cited in note 3; mail-order goods, as a type of material culture evidence, however, still await their cultural historian. Mail-order merchandising, although discussed in several individual corporate histories (cited in note 3 above), still suffers from a lack of a broad, interpretative historical overview of the entire industry.

19. Thompson, Lovell, “Eden in Easy Payments,” The Saturday Review of Literature, 04 3, 1937, pp. 15–16Google Scholar; Andrist, Ralph, American Century: One Hundred Years of Changing Life Styles in America (New York: American Heritage Press, 1972), p. 8.Google Scholar

20. Rears and Robust Mail Order Catalog for Spring/Summer/Fall/Winter (Wheeling, W. Va.: The Morning Call, 1940).Google Scholar Copy available in the research library of the Chicago Historical Society. In his 1970 article, “Semi-annual Installments on the American Dream,” Fred Schroeder suggests (p. 76) that little folklore about mail-order catalogs has been collected or indexed in standard sources such as the Journal of American Folklore or B. A. Botkin's Treasury of American Anecdotes. I am persuaded that the Rears and Robust compendium would qualify as an excellent example of catalog folklore and fantasy.

21. Schroeder, , “The Wishbook as Popular Icon,” p. 56Google Scholar; Sears, Roebuck Catalog, Spring-Summer 1969, p. 1079.Google Scholar

22. Crews, , A Childhood, pp. 54–55, 57.Google Scholar In similar fashion, nine-year-old R. Waldo Ledbetter, Jr., a character in George Milburn's novel about the impact of the mail-order catalog on an Oklahoma town in the 1920s, kept both a Ward and a Sears catalog “in a big pasteboard box in his room under his bed.” “His father [who later organizes the town's anticatalog campaign] didn't understand about catalogs. His father never would know how much fun a person could have with mail-order catalogs, making believe he is a rancher fitting himself out with everything from branding irons to angora chaps; or a farmer equipping a model farm; or simply a father ordering toys for his son. The toy list was the most fun of all” (Milburn, George, Catalogue: A Novel [New York: Harcourt, Brace, 1936], pp. 83–84).Google Scholar

23. In 1918, Sears offered, via its mail-order catalogs, a series of “useful knowledge” almanacs on farm life. These volumes are superb documents for studying the agrarian material culture of this particular period. The books were titled Farm Knowledge: A Manual of Successful Farming, Written by Recognized Authorities in All Parts of the Country … The Farmers' Own Cyclopedia, ed. Seymour, E. H. D. (New York: Doubleday and Sears, Roebuck, 1918).Google Scholar The four volumes were: Farm Animals (I); Soils, Crops, Fertilizers and Methods (II); Farm Implements, Vehicles and Buildings (III); and Business Management and the Farm Home (IV).

24. See, for example, Rips, , “Role of the Mail-Order Business in American History,” pp. 17–34Google Scholar; Emmet, and Jeuck, , Catalogues and Counters, p. 718.Google Scholar

25. Heilbroner, Robert, The Economic Transformation of America (New York: Harcourt Brace Jovanovich, 1977).Google Scholar Also useful on this point is Casson, Herbert's “Marvelous Development of the Mail-Order Business,” Munsey's Magazine, 38 (01 1908), 513–15.Google Scholar

26. For a good contemporary summary of the various positions in the anti-mail-order campaign see the December 1908 issue of The Outlook, which provides an overview of the conflict; likewise, see Atherton, Lewis, Main Street on the Middle Border (New York: Quadrangle Books, 1966), pp. 231–33.Google Scholar

27. Milburn, , CatalogueGoogle Scholar, chap. 18; see also Cohn, chap. 28, “The Burning of the Books,” Good Old Days, pp. 510–17.Google Scholar

28. Wentworth, Harold and Berg, Stuart, The Dictionary of American Slang (New York: Simon & Schuster, 1967), p. 221.Google Scholar

29. Tarbell, Ida M., The Nationalizing of Business, 1878–1898 (New York: Macmillan, 1936)Google Scholar, and Wiebe, Robert, The Search for Order, 1877–1920 (New York: Hill & Wang, 1967).Google Scholar The view of corporate growth as an economic system that demanded disciplined patterns of rational and objective order is also the theme of two books by Hays, Samuel P., The Response to Industrialism (Chicago: University of Chicago Press, 1957)Google Scholar and Conservation and the Gospel of Efficiency (Cambridge, Mass.: Harvard University Press, 1959).Google Scholar

30. Sears, Roebuck Catalog, Spring-Summer 1908, p. 309.Google Scholar The stereo views were later called “Trip Through Sears, Roebuck Company.”

31. On Taylorism, see Haber, Samuel, Efficiency and Uplift: Scientific Management in the Progressive Era, 1890–1920 (Chicago: University of Chicago Press, 1964)Google Scholar, and Noble, David, “Harmony Through Technological Order: Taylor, Ford and Veblen,” in his The Progressive Mind, 1890–1917 (Chicago: Rand McNally, 1969), pp. 37–52.Google Scholar

32. See, for instance, Daniels, Bruce, “Probate Inventories as a Source for Economic History,” Connecticut Historical Society Bulletin, 37, No. 3 (01 1972), 1–9Google Scholar; Cummings, Abbott, Rural Household Inventories (Boston: Society for the Preservation of New England Antiquities, 1964)Google Scholar; and Fabian, Monroe, “An Immigrant's Inventory,” Pennsylvania Folklife, 25, No. 4 (Summer 1976), 47–48.Google Scholar

33. Deborah, C. and Andrews, William D., “Technology and the Housewife in Nineteenth-Century America,” Women Studies, 2, No. 3 (1974), 309–28Google Scholar; Strasser, Susan May, “Never Done: The Ideology and Technology of Household Work, 1850–1930,” Ph.D. dissertation, State University of New York at Stony Brook, 1977Google Scholar; Baker, Elizabeth Faulkner, Technology and Woman's Work (New York: Columbia University Press, 1964)Google Scholar; Wright, Gwendolyn, “Sweet and Clean: The Domestic Landscape in the Progressive Era,” Landscape, 20, No. 1 (10 1975), 38–43Google Scholar; and Cowan, Ruth Schwartz, “The ‘Industrial Revolution’ in the Home: Household Technology and Social Change in the Twentieth Century,” Technology and Culture, 17, No. 1 (01 1976), 1–23.CrossRefGoogle Scholar

34. See Giedion, Siegfried, Mechanization Takes Command: A Contribution to Anonymous History (New York: Oxford University Press, 1975)Google Scholar; Garvan, Anthony, “Effects of Technology on Modern Life, 1830–1880,”Google Scholar and Rotsch, Melvin, “The Home Environment,” both in Pursell, Carroll and Kranzberg, Melvin, eds., Technology in Western Civilization (New York: Oxford University Press, 1967), I, 546–62Google Scholar, and II, 217–36; Vanek, Joann, “Time Spent in Housework,” Scientific American, 231 (11 1974), 116–20CrossRefGoogle Scholar; and Vanek, Joann, “Household Technology and Social Status: Residence Differences in Housework,” Technology and Culture, 19 (07 1978), 361–75.CrossRefGoogle Scholar

35. Cohn, , Good Old Days, pp. 285–316.Google Scholar

36. See Schlesinger, Arthur M., Learning How to Behave: A Historical Study of American Etiquette Books (New York: Macmillan, 1946)Google Scholar; Kelly, R. Gordon, Mother Was a Lady: Strategy and Order in Selected American Children's Periodicals, 1865–1890 (Westport, Conn.: Greenwood Press, 1974)Google Scholar; Carson, Gerald, The Polite Americans: A Wide-Angle View of Our More or Less Good Manners over 300 Hundred Years (New York: William Morrow, 1966)Google Scholar; and Persons, Stow, The Decline of American Gentility (New York: Columbia University Press, 1973).Google Scholar

37. Ward's assessment of “The Meaning of Lindbergh's Flight” can be found in American Quarterly, 10 (1958), 3–16.Google Scholar

38. Schroeder, , “The Wishbook as Popular Icon,” pp. 51–53, 60.Google Scholar

39. Schlereth, Thomas J., “Material Culture Studies in America: Notes Toward a Historical Perspective,” in Proceedings of the First International Conference on Material History (Ottawa, Canada: National Museum of Man, 1979).Google Scholar

40. Ames, Kenneth, “Meaning in Artifacts: Hall Furnishings in Victorian America,” The Journal of Interdisciplinary History, 9, No. 1 (Summer 1978), 26.Google Scholar

41. Romaine, Lawrence B., A Guide to American Trade Catalogs, 1744–1900 (New York: Arno Press, 1976).Google Scholar The Pyne Press American Historical Catalog Collection includes seventeen reprint catalogs that are extremely useful in comparative material culture exercises. The subjects of the catalogs range from glassware to ornamental ironwork, architectural elements to sporting goods, carriages to cameras. For a catalog of the reprint catalogs available, write to the Pyne Press, 92 Nassau Street, Princeton, New Jersey 08540.

42. Correspondence with Emilie Tari, Curator of Collections, Old World Wisconsin, August 27, 1979; likewise, Chenhall, Robert G.'s Nomenclature for Museum Cataloging: A System for Classifying Man-made Objects (Nashville: American Association for State and Local History, 1978)Google Scholar uses several Sears and Ward catalogs as key reference texts; see pp. 501, 504.

43. Interview tith Lenore Swioskin, Archivist, Sears, Roebuck and Co., Chicago, June 1, 1979.

44. Curator Emilie Tari, describing her work at Old World Wisconsin, notes in a letter to the author, “The catalogs are without question a basic research tool in any fully conceived interior restoration that dates after approximately 1890…. Taken in combination with photographic evidence and oral history material, it [is] possible to pull together quite a broad and comprehensive picture of the material culture of a social/economic group that has rarely been methodically studied or researched.”

45. Kidwell, Claudia, Suiting Everyone: The Democratization of Clothing in America (Washington, D.C.: Smithsonian Institution Press, 1977), pp. 160–64Google Scholar; author's correspondence with Claudia Kidwell, Curator of Costume, Smithsonian Institution, August 20, 1979.

46. Correspondence with Rodris Roth, Curator, Division of Domestic Life, Smithsonian Institution, September 10, 1979.

47. See “Chicago History Galleries,” Chicago Historical Society, and “The History of Chicago Exhibit,” Chicago Museum of Science and Industry. A temporary Bicentennial exhibition, “Creating New Traditions,” at the Chicago Historical Society also paid considerable attention to mail-order catalogs, as did its accompanying publication: Duis, Perry, Creating New Traditions (Chicago: Chicago Historical Society, 1976)Google Scholar, particularly chap. 5—“Merchandising.”

48. Gilborn, Craig, “Pop Pedagogy: Looking at the Coke Bottle,” Museum News, 12 1966, pp. 12–18.Google Scholar

49. Exhibit Panel, “The Wishbook: Direct From the Factory To You,” in “The Wishbook: Mail Order in Minnesota,” exhibition at the Minnesota Historical Society, St. Paul, 1979–80.

50. Seale, William, The Tasteful Interlude: American Interiors Through the Camera's Eye, 1850–1917 (New York: Praeger, 1975)Google Scholar; Talbot, George, At Home: Domestic Life in the Post-Centennial Era, 1876–1920 (Madison: State Historical Society of Wisconsin, 1976)Google Scholar; and Lancaster, Clay, New York Interiors at the Turn of the Century (New York: Dover Publications, 1977).Google Scholar

51. See this photograph, reproduced from the collections of the Nebraska Historical Society in Andrist, , American Century, p. 3Google Scholar; for parallel uses of historical photographs in American Studies, see Mergen, Barnard and Peters, Marsha, “Doing The Rest: The Uses of Photographs in American Studies,” American Quarterly, 29, No. 3 (Summer 1977), 280–303.Google Scholar

52. Milburn, , Catalogue, p. 167.Google Scholar

53. Andrist, , American Century, p. 7Google Scholar; also see Boorstin, Daniel, “A. Montgomery Ward's Mail Order Business,” Chicago History, n.s., No. 2 (Spring-Summer 1973), 147.Google Scholar

54. Boorstin, , The Americans, p. 128.Google Scholar

55. Potter, David, People of Plenty: Economic Abundance and the American Character (Chicago: University of Chicago Press, 1954)CrossRefGoogle Scholar; Boorstin, Daniel, The Image: A Guide to Pseudo-Events in America (New York: Atheneum, 1961)Google Scholar; McLuhan, Marshall, Understanding Media: The Extensions of Man (New York: McGraw-Hill, 1964).Google Scholar

56. Goffman, Erving, Gender Advertisements (New York: Harper & Row, 1979).Google Scholar This monograph first appeared as vol. 3, no. 2 of Studies in the Anthropology of Visual Communication (Fall 1976)Google Scholar; also see Friedan, Betty's analysis of the “sexual sell” in The Feminine Mystique (New York: Dell, 1970).Google Scholar

57. Atwan, Robert, McQuade, Donald, and Wright, John W., Edsels, Luckies, and Frigidaires: Advertising the American Way (New York: Dell, 1979), pp. 111–246.Google Scholar

58. Jones, Edgar R., Those Were the Good Old Days (New York: Simon & Schuster, 1979)Google Scholar, and Margolin, Victor, Brichta, Ira, and Brichta, Vivan, The Promise and the Product: 200 Years of American Advertising Posters (New York: Macmillan, 1979)Google Scholar; also useful in this context is Hornung, Clarence P.'s Handbook of Early Advertising Art, 3d ed. (New York: Dover Publications, 1956)Google Scholar, particularly the introduction (pp. ix–xiv) and the bibliography.

59. Levy, Lester S., Picture the Songs: Lithographs from the Sheet Music of the Nineteenth Century (Baltimore: Johns Hopkins University Press, 1976).Google Scholar

60. Potter, , People of Plenty, pp. 166–208Google Scholar; likewise consult Preston, Ivan L., The Great American Blow-up: Puffery in Advertising and Selling (Madison: University of Wisconsin Press, 1975).Google Scholar

61. Fleming, E. McClung, “Artifact Study: A Proposed Model,” Winterthur Portfolio, 9 (06 1974), 161–73CrossRefGoogle Scholar; Montgomery, Charles, “Some Remarks on the Practice and Science of Connoisseurship,” American Walpole Society Notebook, 1961, pp. 7–20Google Scholar; and Browner, Sidney, “Tools, Toys, Masterpieces, Mediums,” Laradscape, 19, No. 2 (01 1975), 28–32.Google Scholar

62. Heise, Kenan, “Mail Order Democracy,” Chicago Magazine, 25, No. 11 (11 1976), 106–7Google Scholar, and Lampard, Eric M., Rise of the Dairy Industry in Wisconsin 1820–1920 (Madison: University of Wisconsin Press, 1963).Google Scholar

63. Cohn, , Good Old Days, pp. xi–xix.Google Scholar

64. Lynes, Russell, The Tastemakers (New York: Harper & Bros., 1949), p. 190Google Scholar, and Duis, Perry, Chicago: Creating New Traditions (Chicago: Chicago Historical Society, 1976), p. 116.Google Scholar

65. Alexander, Edward P., “Artistic and Historical Period Rooms,” Curator, 7, No. 4 (1964), 263–81CrossRefGoogle Scholar, and Fleming, E. McClung, “The Period Room as a Curatorial Publication,” Museum News, 50, No. 10 (06 1972), 39–42.Google Scholar

66. Leavitt, Thomas W., “Toward a Standard of Excellence: The Nature and Purpose of Exhibit Reviews,” Technology and Culture 9 (1968), 70–75.CrossRefGoogle Scholar

67. Mumford, Lewis, Technics and Civilization (New York: Harcourt, Brace, 1934), p. 105.Google Scholar

68. On the relationship between world's fairs, department stores, and museums, see Harris, Neil, “Museums, Merchandising, and Popular Taste: The Struggle for Influence,”Google Scholar in Quimby, , ed., Material Culture and the Study of American Life, pp. 140–74.Google Scholar A case study of this relationship in Chicago can be done by comparing either the Sears or the Ward catalogs with the information found in Horowitz, Helen Lefkowitz, Culture and the City: Cultural Philanthropy from the 1880s to 1917 (Lexington: University of Kentucky Press, 1976)Google Scholar; Burg, David F., Chicago's White City of 1893 (Lexington: University of Kentucky Press, 1976)Google Scholar; and Wendt, Lloyd and Kogan, Herman, Give the Lady What She Wants (Chicago: Rand McNally, 1952).Google Scholar For additional department-store history, consult Boorstin, , The Americans, pp. 101–9Google Scholar, and his bibliographic notes (pp. 629–30), along with Hendrickson, Robert, The Grand Emporiums: The Illustrated History of America's Great Department Stores (New York: Stein & Day, 1978).Google Scholar

69. The country store has been studied by Lewis Atherton (for example, in his Pioneer Merchant in Mid-America [Columbia: University of Missouri Press, 1939] and The Southern Country Store, 1800–1860 [Baton Rouge: Louisiana State University Press, 1949])Google Scholar, as well as by Carson, Gerald (The Old Country Store [New York: Oxford University Press, 1954])Google Scholar and Clark, Thomas D. (Pills, Petticoats and Plows: The Southern Country Store [Indianapolis: Bobbs-Merrill, 1944]).Google Scholar

70. For additional information on rural free delivery and parcel post, see Fuller, Wayne E., RFD: The Changing Face of Rural America (Chicago: University of Chicago Press, 1964)Google Scholar, as well as his The American Mail: Enlarger of the Common Life (Chicago: University of Chicago Press, 1972).Google Scholar

71. American Studies 486: Chicago: Studies in a Regional Culture, 1871–1933, Spring 1979Google Scholar; American Studies 484: American Material Culture: The History on the Land, Fall 1979Google Scholar—Department of American Studies, University of Notre Dame, filed with, and copies available from, National American Studies Faculty, American Studies Association, Old College Hall, University of Pennsylvania, Philadelphia, Pennsylvania 19104.

72. Hart, Arthur A., “M. A. Disbrow and Company: Catalog Architecture,” Palimpsest, 56, No. 4 (1975), 98–119.Google Scholar

73. Hart, John F., The Look of the Land (Englewood Cliffs, N.J.: Prentice-Hall, 1975), pp. 155–56Google Scholar; Sears Midwest, 06 1969, p. 8.Google Scholar

74. In its Book Department, Sears also published its own builders' manuals, such as Radford, William A.'s two-volume Practical Carpentry (Chicago: Radford Architectural Company and Sears, Roebuck and Company, 1907)Google Scholar, which purported to contain “a complete, up-to-date explanation of modern carpentry and an encyclopedia on the modern methods used in the erection of buildings from the laying out of the foundation to the delivery of the building to the painter.” This pattern book of twentieth-century vernacular architecture contained fifty perspective views and floor plans of low- and medium-priced houses. A local builder could buy all fifty plans and illustrated views for only $5. Sears also sold another book of plans (Twentieth-Century Practical Barn Plans) likewise edited by Radford (who also published the journal The American Carpenter and Builder) and containing fifty building-plans of farm structures.

75. Sears, Roebuck Modern Homes Catalog (Chicago: Sears, Roebuck, 1926)Google Scholar; also see Emmet, and Jeuck, , Catalogues and Counters, pp. 522–24.Google Scholar

76. Ferber, Fanny Herself, p. 115.Google Scholar

77. Montgomery Ward and Company Catalog and Buyers Guide, Spring-Summer 1895, p. 108.Google Scholar

78. Dell, Floyd, Moon-Calf: A Novel (New York: Alfred A. Knopf, 1920), p. 2.Google Scholar

79. Deeb, Gary, “Radio: What It Was, What It Is, and What It Is Most Likely to Become,”Google Scholar and Terry, Clifford, “The Glory Days of Radio,” Chicago Tribune Magazine, 03 4, 1979, pp. 22–24, 28–33.Google Scholar

80. Burg, David F., “The Aesthetics of Bigness in Late Nineteenth Century American Architecture,” in Fishwick, Marshall and Neil, J. Meredith, Popular Architecture (Bowling Green, Ohio: Bowling Green University Press, 1976), pp. 106–14.Google Scholar

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82. Fishbaugh, C. W., “Collectible Catalogues,” in Collector Editions Quarterly, 4 (1979), 6.Google Scholar