[Trade Catalogue] Niagara Blue Ribbon Wall Paper. Siess Wall Paper & Book Store. Williamsport, Penna

Buffalo: Niagara Wall Paper Company, 1926. Wraps. Paste used on spine. Very Good. N.d., but slightly later than a similar but totally different catalogue issued by Niagara Wall Paper Company -- among other things, the retailer had a new address, with the one applicable in 1925 crossed out. Oblong, 12.5 by 21.5 cm. Unpaginated, but 32 numbered samples, and each has facing page description, along with a b/w illustration of the sample as it would appear on a wall. All the wall papers have evocative, even lyrical, names: "The Jewel Mosaic", "Briar Blossoms", "The Franco-Persian Brocade", "The Nymphs' Bouquet", Dunbar's Tapestry", etc. The description is longish compared to other wall paper samples which generally rely on the sample itself to do all the selling. Seven glossy pages of text, five in the front, two, in the back, including the inside front and inside and outside rear cover, all of which have text. The textual descriptions go into the inspiration, its historic antecedents, the virtues of the type of design, what sets it apart, etc. Another thing that distinguishes the catalogue from most wall paper sample books is that it is generous with advice -- how to combine different papers, and the like. We do not know anything on the Niagara Wall Paper Company beyond what can be inferred from the catalogue. We know it was based in Buffalo -- hence, its name. While it advises customers to avoid buying "cheap" wall paper because the savings would prove illusory -- less durability, the cost and/or effort of installation the same -- the samples are clearly not the finest of wall papers. Not that one might not find the designs attractive, but the papers are thin and definitely not high grade compared to better wall papers. The company's marketing strategy was to team up with local businesses; we have no way of knowing the contractual arrangement, but the catalogue has little details that could lead one to think it was a catalogue issued by that local business. We would guess that was not the case; rather, Niagara was artful in its wording, and it was seeking to have the local business, in this case, Siess, enthusiastically promote these wall papers. We should think the wall papers were the choice of many do-it-yourself-ers, which could mean the buyer installed the paper in his own home, or merely, the buyer chose the wall paper without a decorator. In any case, the wall papers help document middle class design of the twenties. A corner dampstain runs through the whole catalogue, long and narrow in the front, shrinking as one proceeds, becoming a bit chunkier near the end, but not affecting the content significantly. Short tear along front joint and into spine. Light dusty soiling of the cover. The wraps have some stains and dusty looking soiling. Their glossy paper have light rippling. Within, occasional stains, but overall quite clean, with heavy browning or age toning.