author
John H. (John Henry) De Wild
1881–1947
A practical early 20th-century writer on display advertising, best known for turning the craft of show card writing into a clear, teachable system. His work reflects the hands-on world of American retail promotion, where lettering, layout, and salesmanship all had to work together.
1 Audiobook
Elements of show card writing : A course of instruction on how to make business-building show cards.
by John H. (John Henry) De Wild
About the author
Born in 1881 and deceased in 1947, John H. De Wild is remembered through trade and instructional writing rather than a large public literary career. He is listed by Project Gutenberg as John H. (John Henry) De Wild, and his surviving work places him in the world of commercial art and retail advertising.
His best-known book, Elements of Show Card Writing, was created as a practical guide for students and working advertisers. In the book's foreword, he is described as being from St. Louis, as a manager of the Merchants' Service Department of the Ely & Walker Dry Goods Co., and as someone who taught successful classes connected with the Advertising Club of St. Louis.
What makes De Wild interesting today is how direct and usable his writing still feels. Instead of theory for its own sake, he focused on the everyday job of making signs that caught attention and helped sell merchandise, giving modern readers a lively glimpse into the craft side of early advertising.