ca. 1847Elijah C. Middleton founded an engraving
(steel and copperplate) establishment in
Cincinnati, Ohio.1849W. R. Wallace, a lithographic engraver, joined
Middleton to form the partnership of
Middleton and Wallace.1854Hines Strobridge entered the partnership and
the company became
Middleton, Wallace, and Company
(Lithographers). General trends in publications showed a transition
from woodblock and engraving to
lithography. Early prints were mainly black and
white.1857Martin B. Ewing entered the
partnership.1858Wallace left the firm, which became
Middleton, Strobridge and Company.1859Dominique C. Fabronius joined the partnership.
"In this establishment are embraced all kinds of
lithographing such as views of cities and
buildings, landscapes, etc., in one or more colors-portraits, maps, bonds,
certificates of stock, drafts, checks in all kinds of commercial work almost
equaling the finest engraving on steel. Value of work per annum, $25,000. Hands
employed 20." (from
John W. Merten article, listed below) 1860Fabronius and Ewing left the partnership.1861Middleton left the partnership. The company's
lithographs could now simulate oil portraits.
During the Civil War era, the firm was credited with producing the first
oil portraits of Washington, Lincoln, and
Grant, among others.1865The name of Middleton was dropped from the firm. It became
"Strobridge and Gerlach," or
"Strobridge, Gerlach and Wagner." The company
moved to Pike's Opera House Building.1866A fire in Pike's Opera House caused the
Strobridge Company to lose all possessions,
including its early records.1867Strobridge purchased
"E. C. Middleton and Co.," publishers of oil
portraits. A reorganization and incorporation took place under the name
"Strobridge and Company." With the invention
of power machinery and the lithographic steam press, the industry saw an era of
rapid development. For the next 25 years, Strobridge would be the largest
producer of circus and theatrical posters in the country.1871?William Sumner became president of the company.1872?Hines Strobridge was named as manager.1878Matt Morgan presumably crafted the first large multiple-sheet
poster. The first large (16-sheet)
outdoor poster (
Eliza Crossing the
Ice) was exhibited at Fountain Square in
Cincinnati.1880The firm changed its name to "The
Strobridge Lithographing Company."1881George Fox became president.1882Development began on a large modern building on Canal St. in
Cincinnati. Clifford B. Wright was named president.1883Hines Strobridge took over the company presidency (no longer
listed as manager). Procter and Gamble's
Ivory Soap was advertised on an outdoor poster
developed by the firm. ("[This] is noteworthy on several counts: first, because
it marks the recognition by industry of the large
outdoor poster as an effective advertising
medium; second, because it is reputed to be the first time that a photograph
was 'blown up' to furnish the pictorial subject of a poster." (from
John W. Merten article listed below)1887On December 1, a fire destroyed the Canal St. building. In
July, the company moved back into the rebuilt building.1896ca.1912Strobridge produced theater posters (by artists Mucha and Paul
Jones, among others). The firm also issued company calendars, highlighting its
renowned work in color by artist Harry Birdwell and others.1909Hines Strobridge died. His son
Nelson Strobridge became president of the
company.ca. 19101920Strobridge began making posters for motion pictures (e.g. for
producer Pathe). Posters were now printed from zinc, not stone, and the offset
press was introduced. A number of additional advancements changed the way the
company functioned. The focus of the firm turned from entertainment to the
commercial poster. This era marked the growth of the automotive industry and
thus of commercial outdoor advertising. 1913William Merten was named company general
superintendent.1916Merten became vice president.1922Merten no longer held position of general
superintendent.1925The firm expanded by acquiring
Henderson Lithographing Co. in Norwood.
Through Merten, the firm participated in the creation and direction of the
Lithographic Technical Foundation.1937The entire firm relocated to the Norwood plant. Nelson
Strobridge became chairman of the board. William Merten became president (and
was also active as director of the Lithographers' National Association). John
G. Strobridge (grandson of Hines) became vice president.1960H. S. Crocker, Inc. acquired Strobridge Lithographing Co.
(listed as division until 1970)
NOTE: Research and text for timeline by Kristen Kramer. Source of information and direct quotations: John W. Merten, Stone by Stone along a Hundred Years with the House of Strobridge, Bulletin of the Historical and Philosophical Society of Ohio, January, 1950, 8:1.
The Strobridge Lithographing Company, especially well-known for its production of circus and theatrical posters from the late 1800s and early 1900s, also produced a variety of printed items including maps, portraits, diplomas, counter displays, and blotters. The collection at Duke University contains only printed poster advertising work created from 1910 through 1954. The firm was established in Cincinnati, but a New York address can also be seen on the backs of some images in this collection.
From the guide to the Strobridge Lithographing Company Advertisements, 1910-1954 and undated, (David M. Rubenstein Rare Book & Manuscript Library, Duke University)