What's In an Ad?
All magazine feature advertisements, check out some of the historic ads featured in American Lawn Tennis throughout the years.
Goodrich Tennis Ball Advertisement (1911) by The B.F. Goodrich CompanyInternational Tennis Hall of Fame
Back to the Basics
As with any magazine, advertisements were an integral part of American Lawn Tennis. The most traditional ads throughout the magazine's tenure were either for tennis-related equipment (including racquets, balls, strings, etc.) or for resorts and tournaments.
Racquets
Advertisements for racquets from a variety of companies were found throughout every issue of the magazine. Several brands featured still make racquets that are used by professionals and amateurs today. This advertisement features all-star Bill Tilden with his Dunlop racquet.
The Guts of the Sport
Another frequent advertisement that appeared where for different brands of strings, including this unique ad from May of 1938 for Victory Strings, a long-time advertiser in American Lawn Tennis.
Ads in a Snapshot
Explore a variety of ads from a 1938 American Lawn Tennis issue. These products promised the 'Ideal Court' and improved tennis. Even a Tennis Robot made an appearance!
World War II Advertising
Advertisements were heavily influenced by current events. This particular 1943 Wilson Sporting Goods Co. ad cleverly connects tennis with physical preparedness, tapping into the national mood during WWII.
For the Gentlemen
This 1931 American Lawn Tennis ad showcases Brooks Brothers' appeal to fashionable men. The ad highlights the brand's ability to blend athletic style with everyday sophistication.
American Lawn Tennis, Vol. 25, No. 7, Pages 1-64International Tennis Hall of Fame
Traveling in Luxury
This 1931 ad for a Louis Vuitton tennis suitcase highlights the magazine's diverse reach beyond just sports equipment. It appeals to the upscale tennis player.
Early Influencer Marketing
This colorful Springmaid ad starring Gussie Moran highlights how print advertising used celebrity endorsements long before today's influencers. A classic example of sponsored content!
A Coat for the Court?
Stay warm and stylish with this 1911 "Blanket Coat" advertised in American Lawn Tennis. Its $16-$22 price tag translates to approximately $530-$730 today! An unexpected ad find.
Fashion First
Maintaining style on and off the court was crucial. Ads like this one for "the Racquet Waist" promised a sleek look, even during exercise, ensuring players looked their best, and more importantly, not accidentally show skin.
American Lawn Tennis, Vol. 17, No. 15, Pages 721-776International Tennis Hall of Fame
Paddle Tennis meets Pickleball
Before pickleball's popularity, paddle tennis thrived! 1924 ads in American Lawn Tennis showcased paddles resembling today's pickleball paddles. Paddle tennis' key selling point was it's "lawn tennis where space is limited."
American Lawn Tennis, Vol. 44, No. 2, Pages 1-32International Tennis Hall of Fame
Legacy
Although the advertisement and the product are dated, these ads give us a glimpse into the past world of tennis, through the advances in technology, types of equipment, and the needs of the tennis player that brands were trying to meet.
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