Immediately following World War I there were very few UK magazines with significant colour advertising. In the automotive field it is striking, for instance, to note that Rolls-Royce’s famous series of colour advertisements with illustrations by McEvoy were only ever seen in Vogue, Colour and Motor Owner.

The last-named of these publications not only saw car manufacturers take great advantage of the impact of colour advertising. The tyre companies, too, went to town with advertisements that ranged from the sober to out-and-out flights of fancy. In just four months from June to September 1919 six tyre manufacturers and one maker of dual rims posted at least one and, in some cases, a whole series of full-page colour advertisements.

The emphasis in promotion was on performance – but lifestyle was not forgotten. In an expensive and patrician publication such as Motor Owner, good tyres were claimed to give users the pleasures of motoring in suitably upmarket pursuits.

Rather less ambitious advertisements in black and one colour came in the same June issue from Avon (comparing their quality with that of a solid Stonehenge Trilithon) and Goodyear (highly technical copy on the construction of the tyre, newly arrived from the USA after success there and in Canada and Australia).

But for sheer quality of illustration the best series of colour tyre advertisements in this early post-war period was almost certainly created by Clincher. In June the lady driver was at the races (“Clinchers have always been favourites”). By August, another lady was driving her car to the tennis courts (Splendid Service!. One of the many “ ’vantages” “scored” by the Motorist who always fits “Clinchers”.) Finally, in September, the lady had descended from her chauffeur-driven car and was on the river. The connection between tyres and lifestyle had become even more terse: (… – To the River! – By Motor! – On “Clinchers” – so sure!).