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Sources for advertising and marketing history at the McCracken Research Library, Buffalo Bill Center of the West

Terrence H. Witkowski (Professor Emeritus of Marketing, California State University Long Beach, Long Beach, California, USA)

Journal of Historical Research in Marketing

ISSN: 1755-750X

Article publication date: 12 November 2021

Issue publication date: 6 May 2022




This paper aims to describe written and visual data sources useful for researching the history of advertising and marketing that are held in the collections of the McCracken Research Library at the Buffalo Bill Center of the West in Cody, Wyoming.


Knowledge of the McCracken collections has been acquired over several years of online searches and subsequent data analyses, communications with Library staff and from a personal visit to Cody in September 2021.


Several digital collections are surveyed. The Roy Marcot Firearms Advertisement Collection visually documents industry practices and also speaks to larger issues in American gun culture. The Winchester Publications provide insights via company magazines into product and management strategies, hardware retailing and visual merchandising tactics during the 1920s. The Schuyler, Hartley and Graham archive of business correspondence illustrate business-to-business marketing from the nineteenth through the early 20th century. The Buffalo Bill Collection reveals how the culturally important Wild West shows were promoted and experienced.


This paper familiarizes advertising and marketing historians with the primary sources in the McCracken Research Library and suggests some potential areas for study.



Witkowski, T.H. (2022), "Sources for advertising and marketing history at the McCracken Research Library, Buffalo Bill Center of the West", Journal of Historical Research in Marketing, Vol. 14 No. 2, pp. 164-178.



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