The art poster flourished in the United States in the 1890s. Initially following design trends that first appeared in Europe, American artists soon created their own unique style. Magazines were among the first to adopt this new form of advertising, hiring prominent designers such as Will Bradley, Edward Penfield and Maxfield Parrish to advertise periodicals, including Harper's, Lippincott and The Century.
The posters were made using color lithography, which allowed artists to create powerful designs with bright colors, combining original art with advertising. Posters were placed in bookstores and newsstands to encourage readers to buy books and magazines, but soon art posters became more popular than the work they advertised.
At the exhibition "The art of reading"presents original posters, magazine covers, and book covers from this exciting chapter in the history of design, art, and literature.