{"id":394,"date":"2013-12-19T12:11:13","date_gmt":"2013-12-19T12:11:13","guid":{"rendered":"http:\/\/www.heals.com\/blog\/?p=394"},"modified":"2024-04-02T11:58:53","modified_gmt":"2024-04-02T10:58:53","slug":"first-editions-are-in-fashion","status":"publish","type":"post","link":"https:\/\/www.heals.com\/blog\/first-editions-are-in-fashion\/","title":{"rendered":"First Editions Are In Fashion"},"content":{"rendered":"<p><a href=\"https:\/\/www.heals.com\/blog\/wp-content\/uploads\/2015\/07\/firstedition2.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-395\" src=\"https:\/\/www.heals.com\/blog\/wp-content\/uploads\/2015\/07\/firstedition2.jpg\" alt=\"Charles Dickens Bleak House Advertising\" width=\"1024\" height=\"1078\" srcset=\"https:\/\/www.heals.com\/blog\/wp-content\/uploads\/2015\/07\/firstedition2.jpg 1024w, https:\/\/www.heals.com\/blog\/wp-content\/uploads\/2015\/07\/firstedition2-285x300.jpg 285w, https:\/\/www.heals.com\/blog\/wp-content\/uploads\/2015\/07\/firstedition2-973x1024.jpg 973w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><\/p>\n<div class=\"copy-paste-block\">\n<p>What links a <a href=\"https:\/\/www.heals.com\/heritage\"><span style=\"color: #ff6600;\">200-year old furniture company,<\/span><\/a> a 19<sup>th<\/sup> century writer and a 21<sup>st<\/sup> century model\/actress? It\u2019s not a riddle or the start of a bad joke, we promise.<\/p>\n<p>The answer is a serialised, first edition novel. More specifically, <i>Bleak House<\/i> by Charles Dickens, which was initially published as 20 monthly installments from March 1852. With every new month, a fresh chapter or section of the novel was printed and bound in green paper jackets that offered prime advertising space to forward-thinking businesses.<\/p>\n<p>Heal &amp; Son was one of the first retailers to realise the potential of advertising in this manner \u2013 the popularity of serialised novels meant the brand\u2019s story and furniture could be communicated simply and effectively to a vast captive (or even captivated) audience.<\/p>\n<p>Times and designs may have changed, but those jackets still have pulling power, as proved by actress Milla Jovovich this week. Posting a photo of her birthday present on <span style=\"color: #ff6600;\"><a style=\"color: #ff6600;\" href=\"https:\/\/instagram.com\/p\/iCwVUyzMve\/?taken-by=millajovovich\" target=\"_blank\" rel=\"noopener\">Instagram<\/a><\/span> this week \u2013 a complete first edition series of Dickens\u2019 complex tale \u2013 she shared her delight at her new read with thousands of followers.<\/p>\n<p>In amongst the admiration and wonder, someone pointed out that Heal\u2019s had as much longevity as the novel itself, and was still located at the same address on <span style=\"color: #ff6600;\"><a style=\"color: #ff6600;\" href=\"https:\/\/www.heals.com\/stores\/tottenham-court-road.html\">Tottenham Court Road<\/a><\/span>. The power of advertising\u2026 even over 160 years later.<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>What links a 200-year old furniture company, a 19th century writer and a 21st century model\/actress? It\u2019s not a riddle or the start of a bad joke, we promise. The answer is a serialised, first edition novel. More specifically, Bleak House by Charles Dickens, which was initially published as 20 monthly installments from March 1852. [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":396,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-394","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-from-the-archives"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>First Editions Are In Fashion - Heal&#039;s Blog<\/title>\n<meta name=\"description\" content=\"What links a 200-year old furniture company, a 19th century writer and a 21st century model\/actress? 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