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"Pall Mall Budget"


Maurice William Greiffenhagen R.A.
15 3/4'' x 11 3/8''

Original chromo-lithograph from Les Maîtres de l'Affiche, Plate 24.

Nineteenth century advances in print technology, chromolithography and photomechanical reproduction, made printing cheaper and more efficient than ever before. In 1856, the web press was invented, which could print on both sides of a page and churn out 15,000 copies an hour. Newspapers gained new prominence, and national magazines like Lippincott’s, Atlantic Monthly, and Harper’s flourished. These periodicals developed strong female readerships in this age, with editor adding content such as fiction sections and advice columns to broaden their audience. The new woman- confident, fashionable and educated became the public face of these magazines. Maurice Greiffenhagen’s 1896 advertisement for The Pall Mall Budget, an illustrated London Journal, bursts with life. Using simple, flowing line, Greiffenhagen breaks from the tight lines of other posters of this era, but maintains the same distant attitude of a woman finding a space of her own in the written word.



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