Dorothy Sloan -- Books

AUCTION 21

October 26, 2007

59. Heraldo Agrícola. 4 photo-offset broadside advertising inserts from the Heraldo Agrícola. Mexico, 1906. Folded as issued and printed on very fine, thin paper. All very fine. They are as follows:

Suplemento Núm. 1 á “El Heraldo Agrícola, Abril 1906. 43.5 x 70.2 cm. Black and white ad for “Schmidt, Ziegler y cia.... Agentes para John Deere Plow Company,” Mexico City. 17 illustrations with explanatory text of farming equipment manufactured by U. S. firms John Deere, Empire Plow Company, and Modoc.

Suplemento Núm. 2 á “El Heraldo Agrícola, Abril 1906. 43.5 x 70 cm. Black and white ad for “Schmidt, Ziegler y cia.... Agentes para John Deere Plow Company,” 14 illustrations with explanatory text of farming equipment manufactured by John Deere, Ohio, and Western.

Suplemento al Heraldo Agrícola. 77.5 x 52.7 cm. Black and white ad for “Trutz, Fábrica de Vehículos” with factories in Berlin, Coburg, and Mexico City. 19 illustrations with brief text of carriages (phaetons, cabriolets, wagons); with photographs of both the company’s manufacturing plant and showroom. Light stain at center.

Suplemento á “El Heraldo Agrícola.” 53 x 76.5 cm. Red and black ad for manufacturer “Arthur Koppel.... Ferrocarriles Portatiles.” 42 illustrations of railroad equipment, including trucks, rail cars, mine cars, wheels, rails, switches, and a tender.

The Heraldo Agrícola: Órgano del agricultor mexicano was published in Mexico City, 1902-1913, and was one of the progressive periodicals that sought to promote and modernize Mexican agriculture, an influence of the forward-thinking principles of Porfirio Díaz. However, its owner, Ignacio Carranza, had something of a vested interest in the ads published here since he was also involved in the importation and sales of machinery from abroad. On the other hand, Carranza did promote agricultural issues, including advocating organizing farmers, agricultural workers, and others into a voting bloc. The ads here are excellent examples of the type of equipment available to progressive farmers, miners, and citizens. No copies of the Heraldo Agrícola are located by Charno, Latin American Newspapers in United States Libraries. ($100-200)

Auction 21 Abstracts

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Copyright Dorothy Sloan 2007