Print - Michelin

Set of Michelin publications / advertisements with over 100 years of history (1919–1920)

This is a set consisting of several publications of La Petite Illustration (a French theatrical guide), which include Michelin advertisements, as well as some additional independent Michelin advertisements.

The historical context of these pieces must be understood as a whole and helps explain the origins of the Michelin brand:

The relationship between La Petite Illustration and the Michelin advertising that appears in its pages can be clearly understood when taking into account the editorial, economic, and cultural context of France after the First World War.

1. La Petite Illustration and its publishing group

La Petite Illustration was a supplement to L’Illustration, one of the most prestigious French magazines of the late 19th and early 20th centuries.

It was devoted to theatre, literature, and cultural current affairs, but it was part of a large, modern publishing group that relied heavily on advertising for financing.

Unlike purely literary publications of the 19th century, these early 20th-century magazines actively accepted and sought commercial advertisements.

2. Michelin as a strategic advertiser

After the First World War, Michelin was not merely a tire manufacturer:

The company had developed a strong editorial strategy of its own, producing maps, tourist guides, and battlefield guides (such as the one advertised in one of the publications offered for sale: Guides Illustrés Michelin des Champs de Bataille, 1914–1918).

Its objective was to stimulate tourism, automobile use, and travel, which directly increased demand for tires.

3. Overlapping audiences

The reader of La Petite Illustration:

Was urban, educated, and bourgeois, with an interest in theatre, history, and current affairs.

Perfectly matched Michelin’s target audience: people with financial means, automobiles, or an interest in traveling and visiting France after the war.

For this reason, advertising:

Michelin guides

Cultural tourism

Historical itineraries

in a cultural magazine such as La Petite Illustration made clear commercial sense.

4. The postwar context (1919–1920)

The advertising shown is particularly revealing:

Michelin promotes the battlefields as places of remembrance, education, and tourism.

L’Illustration and La Petite Illustration actively participated in shaping the narrative of the war by publishing reports, illustrations, and historical material.

Both brands thus contributed to:

National memory

Historical education

Economic reconstruction through tourism

Additionally, clear elements of early 20th-century branding and socioeconomic context can be observed, such as:

-The classic and original image of the character “Bibendum”

-Children smoking

-References to guides for visiting the battlefields of the recently concluded First World War, etc.

In addition to all of the above, it should be noted that La Petite Illustration magazines are publications that mostly refer to theatrical performances but also include advertisements for other products, as can be seen in some of the images. Therefore, in addition to acquiring part of the origin story of the Michelin brand, the buyer is also acquiring advertisements for other products of the period (for example Suchard, Kodak, canoe advertisements, spark plugs, etc.), all within an editorial context aimed at a very specific bourgeois audience of the early 20th century.

The lot includes 6 complete issues of La Petite Illustration and an additional 5 Michelin advertisement clippings from other original early 20th-century publications.

The collection as a whole represents a great rarity, as all items are original early 20th-century publications. These are not reproductions, but authentic pieces that were once in the hands of Michelin’s original target audience.

A unique opportunity to acquire rare pieces of great historical significance. A set never before seen.