Foreword
Acknowledgements
Introduction
The John Johnson Collection of Printed Ephemera
The Ephemera of Trade
Terminology
The Exhibition

1. Shop Signs (nos. 1-7)
2. The Development of Trade Cards and Bill Headings
           A Chronological Sequence of Trade Cards (nos. 8-50)
           A Chronological Sequence of Bill Headings (nos. 51-66)
           Coloured Trade Cards (nos. 67-75)
3. Tradesmen’s Lists (nos. 76-82)
4. The Printing of Trade Cards (nos. 83-103)
5. Cries, Itinerants and Services (nos. 104-123)
6. Women in Trade (nos. 124-153)
7. Premises
           Exteriors (nos. 154-172)
           Interiors (nos. 173-190)
8. The Great Exhibition (nos. 191-212)
9. Tradesmen: Humorous Perceptions, Apprenticeships, Making Things and the Transportation of Goods (nos. 213-244)
10. Products (nos. 245-281)
11. Juvenilia (nos. 282-291)
12. William Newman, Engraver (nos. 292-324)
13. Oxford Trade (nos. 325-338)

Supplementary Images
Display Cases

Bibliography
Index