Marketing more than Books: Elbert Hubbard and his Promotion of Craftsmanship and the Roycroft Artisan Community

By Ginny Kilander.

Published by The Humanities Collection

Format Price
Article: Print $US10.00
Article: Electronic $US5.00

The Roycrofters, artisans in a small town in New York, produced merchandise in the spirit of the Arts and Crafts movement from the 1890’s to the 1930’s. The Roycroft Print Shop was unique in that it balanced both fine art and mass production and could produce a single title in multiple versions suited to the means of the consumer. Elbert Hubbard, founder and businessperson behind the Roycroft enterprise, marketed not only the products of the print shop, but also the very idea of craftsmanship, and he included many elements of the Roycroft community and lifestyle in his broad sales approach. He featured the experience of reading Roycroft books, the community lifestyle, the physical environment, and individual Roycrofter personas, among other elements, in his print advertising. The Roycroft community as whole was central to the marketing efforts, and the combination of selling the idea of craftsmanship, combined with the selling of a community and a lifestyle, epitomized the salesmanship of Elbert Hubbard at the Roycroft Shops.

Keywords: Craftsmanship, Community, Lifestyle, Marketing, Aesthetics, Design, Print Shop, Roy- crofters, Elbert Hubbard

International Journal of the Humanities, Volume 9, Issue 8, pp.139-148. Article: Print (Spiral Bound). Article: Electronic (PDF File; 745.138KB).

Ginny Kilander

Reference Archivist, American Heritage Center, University of Wyoming, Laramie, WY, USA


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