Description: 1912 WHITE STAR LAURENTIC ADIATIC CEDRIC STEAMSHIP NAUTICAL TRAVEL AD FC3999A* DATE OF THIS ** ORIGINAL ** ITEM: 1912THIS ITEM IS A ONE-PAGE ADVERTISEMENT FROM AN ORIGINAL MAGAZINE/PERIODICAL. THERE IS ONE PHOTO, SO PLEASE LOOK OVER CAREFULLY FOR SIZE AND CONDITION! ILLUSTRATOR/ARTIST: OTHER INFO OF CONCERN FOR THIS LISTING SPECIAL CHARACTERISTICS/DESCRIPTIVE WORDS: The White Star Line was a British shipping line. Founded out of the remains of a defunct packet company, it gradually rose up to become one of the most prominent shipping companies in the world, providing passenger and cargo services between the British Empire and the United States. While many other shipping lines focused primarily on speed, White Star branded their services by focusing more on providing comfortable passages for both upper class travellers and immigrants. Today, White Star is remembered for the innovative vessel Oceanic and for the losses of some of their best passenger liners, including the wrecking of Atlantic in 1873, the sinking of Republic in 1909, the loss of Titanic in 1912 and the wartime sinking of HMHS Britannic in 1916. Despite its casualties, the company retained a prominent hold on shipping markets around the globe before falling into decline during the Great Depression. White Star merged in 1934 with its chief rival, Cunard Line, operating as Cunard-White Star Line until Cunard purchased White Star's share in the joint company in 1950. Cunard then operated as a single company until 2005 and is now part of Carnival Corporation & plc. As a lasting reminder of the White Star Line, modern Cunard ships use the term White Star Service to describe the level of customer service expected of the company. The first company bearing the name White Star Line was founded in Liverpool, England, by John Pilkington and Henry Wilson in 1845. It focused on the UK–Australia trade, which increased following the discovery of gold in Australia in 1851. Because of this, many wished to emigrate to Australia, and the population of Australia increased from 430,000 to 1.7 million inhabitants in three years. From this time on, Pilkington and Wilson emphasized the safety of their ships when addressing the press. In order to make the crossings more pleasant aboard these austere wooden sailboats, musician groups were hired to allow the passengers to dance to popular tunes. In this trade, speed and size become important assets. The fleet initially consisted of the chartered sailing ships RMS Tayleur, Blue Jacket, White Star, Red Jacket, Ellen, Ben Nevis, Emma, Mermaid and Iowa. Tayleur, the largest ship of its day, was the one on which high hope was placed. These hopes were quickly dashed. Departing on its maiden voyage on 19 January 1854, Tayleur proved difficult to handle, and its crew inexperienced. When it struck rocks in very rough seas at Lambay Island, near Ireland, the ship sank, with only 290 of the 650 people on board surviving. Subsequent inquiry placed the blame on its owners, Charles Moore & Co., who did not take the necessary safety precautions when the ship was put into service. This exonerated the White Star Line and the ship's captain of any blame. In order to compensate for the loss of Tayleur, the company ordered several clippers of its own, the first of which was Red Jacket. The ship proved to be sufficiently efficient on the Australian route to ensure a certain success for the company, which could thus own new, faster ships such as Shalimar, Sultana, Emma and White Star. In addition, the company also ran voyages from Liverpool to Victoria, British Columbia, which it promoted in Welsh newspapers as being the gateway to the Klondike Gold Rush. One of the ships on this route was Silistria. Travelling around Cape Horn and stopping in Valparaiso and San Francisco, she reached Victoria after a voyage lasting four months. In 1856, however, the company lost postal contracts, while Wilson persisted in wanting ever larger ships to keep the public's attention. Pilkington, dubious, then left the company. Wilson replaced him with his brother-in-law, James Chambers, and the company continued its activities, betting everything on sailing ships while its most direct rivals, the Black Ball Line and the Eagle Line merged in 1858 after the difficulties engendered by the establishment of their service using steamships. During these years, Wilson paid attention to migration flows, directing his services to Canada or New Zealand according to trends. In 1863, the company acquired its first steamship, Royal Standard. The original White Star Line merged with two other small lines in 1864, the Black Ball Line and the Eagle Line, to form a conglomerate, the Liverpool, Melbourne and Oriental Steam Navigation Company Limited. Meanwhile, under Wilson's leadership, the company continued to borrow large amounts of money to finance new construction, including its second steamer, Sirius. Worried, Chambers left the company and was replaced by John Cunningham, but business did not improve. Sirius had to be sold before it could enter service. The merger did not prosper and White Star broke away to concentrate on Liverpool to New York City services. Heavy investment in new ships was financed by borrowing, but the company's bank, the Royal Bank of Liverpool, failed in October 1867. White Star was left with an incredible debt of £527,000 (approximately equivalent to £57,200,000 in 2019), and was forced into bankruptcy. On 18 January 1868, Thomas Ismay, a director of the National Line, purchased the house flag, trade name and goodwill of the bankrupt company for £1,000 (approximately equivalent to £102,900 in 2019), with the intention of operating large steamships on the North Atlantic service between Liverpool and New York. Ismay established the company's headquarters at Albion House, Liverpool. Ismay was approached by Gustav Christian Schwabe, a prominent Liverpool merchant, and his nephew, the shipbuilder Gustav Wilhelm Wolff, during a game of billiards. Schwabe offered to finance the new line if Ismay had his ships built by Wolff's company, Harland and Wolff. Ismay agreed, and a partnership with Harland and Wolff was established. The shipbuilders received their first orders on 30 July 1869. The agreement was that Harland and Wolff would build the ships at cost plus a fixed percentage and would not build any vessels for White Star's rivals. In 1870, William Imrie joined the managing company. As the first ship was being commissioned, Ismay formed the White Star Line, with a capital of £400,000, divided into shares of £1,000. The company was managed by a new firm: Ismay, Imrie and Company. Despite this complex organization, the shipping company was known publicly throughout its existence as the White Star Line. A debate reigned as to which route Ismay expected to dominate when the company was launched. In 1870, four companies were firmly established on the route between Liverpool and New York: the Cunard Line, the Guion Line, the Inman Line and the more modest National Line, in which Ismay once had shares. The characteristics of the ships ordered from Harland and Wolff, however, tended to prove that Ismay aimed at the North Atlantic from the outset. White Star began its North Atlantic run between Liverpool and New York with six nearly identical ships, known as the Oceanic class: Oceanic, Atlantic, Baltic and Republic, followed by the slightly larger Celtic and Adriatic.[It had long been customary for many shipping lines to have a common theme for the names of their ships, and White Star gave their ships names ending in -ic. The line also adopted a buff-coloured funnel with a black top as a distinguishing feature for their ships, as well as a distinctive house flag, a red broad pennant with two tails bearing a white five-pointed star. In the initial designs for this first fleet of liners, each ship was to measure 420 ft (130 m) in length, 40 ft (12 m) in width and approximately 3,707 gross register tons (GRT), equipped with compound expansion engines powering a single screw, and capable of speeds of up to 14 knots (26 km/h; 16 mph). They were also identical in passenger accommodations based on a two-class system, providing accommodations for 166 first class passengers amidships, which at the time was commonly referred to as 'Saloon Class' and 1,000 steerage passengers. It was within the circles of the massive tides of immigrants flowing from Europe to North America that the White Star Line aimed to be revered by, as throughout the company's full history they regularly strived to provide passage for steerage passengers which greatly exceeded that seen with other shipping lines. With the Oceanic class, one of the most notable developments in steerage accommodations was the division of steerage at opposite ends of the vessels, with single men being berthed forward, and single women and families berthed aft, with later developments allowing married couples berths aft as well. White Star's entry into the trans-Atlantic passenger market in the spring of 1871 got off to a rocky start. When Oceanic sailed on her maiden voyage on 2 March, she departed Liverpool with only 64 passengers aboard, from whence she was expected to make port at Queenstown the following day to pick up more passengers before proceeding to New York. However, before she had cleared the Welsh coast her bearings overheated off Holyhead and she was forced to return for repairs. She resumed her crossing on 17 March and ended up not completing the crossing to New York until 28 March. However, upon her arrival in New York, she drew considerable attention, as by the time she departed on her return crossing to Liverpool on 15 April, some 50,000 spectators had looked her over. White Star's troubles with their first ship were short lived and Oceanic's second crossing to New York was more successful. She departed Liverpool on 11 May and arrived in New York on 23 May with 407 passengers aboard. In the eighteen months to follow, the five remaining ships were completed, and one by one, joined her on the North Atlantic run. Atlantic sailed on her maiden voyage from Liverpool on 8 June without incident. However, later that summer another problem surfaced which posed a threat to public opinion of the line. Of the six ships, the names originally selected for the third and sixth ships of the class had initially been Pacific and Arctic, which when mentioned in the press appeared alongside references to two ships of the same names which had belonged to the now defunct Collins Line, both of which were lost at sea with large losses of life. In the cases of those ships, both of which had been wooden-hulled paddle steamers, Arctic had foundered off the coast of Newfoundland in September 1854 after colliding with another ship, resulting in the loss of over 300 lives, while Pacific vanished with 186 people on board in January 1856. As a result, White Star made arrangements to change the names of these two ships. The third ship, which had been launched as Pacific on 8 March 1871 was renamed Baltic prior to its completion and the keel of the sixth vessel, which had just been laid down at Harland & Wolff and dubbed Arctic, was renamed Celtic prior to her launch. The fourth vessel of the Oceanic class, Republic, sailed on her maiden voyage on 1 February 1872, around which time modifications were being made to the last two ships still under construction. Alterations in their designs called for their hulls to be extended in length by 17 ft (5.2 m), which also increased their tonnage. Adriatic entered service on 11 April 1872, followed by Celtic six months later on 24 October. These ships began their careers with notable success. Adriatic, after barely a month in service, became the first White Star ship to capture the Blue Riband, having completed a record westbound crossing in 7 days, 23 hours and 17 minutes at an average speed of 14.53 knots (26.91 km/h; 16.72 mph). In January 1873, Baltic became the first of the line to capture the Blue Riband for an eastbound crossing, having completed a return trip to Liverpool in 7 days, 20 hours and 9 minutes at an average speed of 15.09 knots (27.95 km/h; 17.37 mph). ADVERT SIZE: SEE RULER SIDES IN PHOTO FOR DIMENSIONS ( ALL DIMENSIONS IN INCHES) **For multiple purchases please ASK FOR + wait for our combined invoice. Shipping discount are ONLY available with this method. Thank You. At BRANCHWATER BOOKS we look for rare & unusual ADVERTISING, COVERS + PRINTS of commercial graphics from throughout the world. Our AD's and COVER'S are ORIGINAL and 100% guaranteed --- (we code all our items to insure authenticity) ---- we stand behind this. 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