Gavin Booth
Buses and Coaches 1945-70: From Contemporary Adverts
Buses and Coaches 1945-70: From Contemporary Adverts
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Excellent- More about Buses and Coaches 1945-70: From Contemporary Adverts
Bus and coach manufacturers advertised in trade magazines to sell their products, keep their names in front of decision-makers, keep shareholders happy, boast about their successes, and support the trade press. The number of manufacturers promoting their wares fluctuated, leading to the closure of Bus & Coach in 1970. The book uses trade adverts to illustrate the development of new bus and coach chassis and bodies.
Format: Paperback / softback
Length: 96 pages
Publication date: 13 January 2023
Publisher: Key Publishing Ltd
Bus and coach manufacturers actively advertised in trade magazines for a multitude of reasons. Naturally, their primary objective was to sell their products, but it extended far beyond that. They sought to maintain a prominent presence in the minds of decision-makers, ensuring their shareholders remained satisfied, showcasing their successes, and supporting the trade press. Over time, the landscape of bus and coach manufacturers' advertising evolved. Initially, in the years following World War Two, there was a fierce competition among several dozen bus builders, all vying for orders. However, as the decades passed, British Leyland emerged as a dominant force, acquiring much of the competition and gradually abandoning popular brands in its pursuit of rationalization. This shift significantly impacted the monthly trade magazines, as the number of advertisers dwindled. Consequently, in 1970, the market-leading magazine Bus & Coach faced closure.
To illustrate the development of new bus and coach chassis and bodies, as well as the ever-changing visual styles employed by advertisers to captivate potential customers, the book utilizes trade adverts that appeared between 1945 and 1970. These advertisements serve as a valuable historical record, providing a glimpse into the evolution of these transportation vehicles and the creative strategies used by manufacturers to attract attention and drive sales.
Dimension: 243 x 170 (mm)
ISBN-13: 9781802823844
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