PM: An Intimate Journal for Production Managers, Art Directors..., 1937 [Lester Beall]

PM: An Intimate Journal for Production Managers, Art Directors and their Associates, Vol. IV, No. 3, November, 1937. Edited by Robert L. Leslie and Percy Seitlin. PM Publishing Co., New York. 5.375 x 7.875, pp. 64 plus trade advertising. Iconic cover design by Lester Beall. PM (later called A-D for art director) was America's leading graphic design trade journal featuring ambitious work and Modern sensibilities between 1934–42. This issue features an early and influential, (16) page printed insert devoted to (and designed by) the American pioneer of modern graphic designer, Lester Beall. A thoughtful Introduction by Charles Coiner, Art Director, N. W. Ayer & Son about the current methods of advertising design and Beall‘s contribution “... for directness and clarity of expression are the keynotes of his work. Elimination of all unnecessary details and instant understanding by the reader are very important to him.” The Lester Beall insert is illustrated with (21) black and white and