Jones, Claire Louise (2012) Re-reading medical trade catalogs : the use of professional advertising in British medical practice, 1870-1914. Bulletin of the History of Medicine, Vol.86 (No.12). pp. 361-393. doi:10.1353/bhm.2012.0056

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Abstract

This article explores how medical practitioners read, used, and experienced medical trade catalogs in late-nineteenth- and early-twentieth-century Britain. Reader responses to the catalog, a book-like publication promoting medical tools, appliances, and pharmaceuticals, have been chronically understudied, as have professional reading practices within medicine more generally. Yet, evidence suggests that clinicians frequently used the catalog and did so in three main ways: to order medical products, to acquire new information about these products, and to display their own product endorsements and product designs. The seemingly widespread nature of these practices demonstrates an individual and collective professional desire to improve medical practice and highlights the importance of studying professional reading practices in the cultural history of medicine.

Item Type:	Journal Article
Subjects:	D History General and Old World > D History (General)
Divisions:	Faculty of Arts > History Faculty of Arts > History > Centre for the History of Medicine
Journal or Publication Title:	Bulletin of the History of Medicine
Publisher:	The Johns Hopkins University Press
ISSN:	0007-5140
Official Date:	2012
Dates:	Date Event 2012 UNSPECIFIED
Volume:	Vol.86
Number:	No.12
Page Range:	pp. 361-393
DOI:	10.1353/bhm.2012.0056
Status:	Peer Reviewed
Publication Status:	Published
Access rights to Published version:	Restricted or Subscription Access

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