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This is a rare original Anzeigen-Beilage or advertising supplement to the official program of the famous Salzburg Music Festival in 1938, the first time the Salzburger Festspiele were held since Austria had become part of Nazi Germany in the spring of that year.

ALA’s full-page ad in the center of this 8-3/8 x 11-3/8 inch, 16-page Anzeigen-Beilage (shown at the bottom of this USMBOOKS web page) mentions their in-depth market recognition and target-oriented advertising. Clearly the focus of this 1938 Salzburg Music Festival program supplement was enticing travelers who had come to Salzburg to explore other tourist destinations that were more accessible since the spring 1938 Anschluß.

Because the Nazi Party owned ALA, advertising for Reichshauptstadt Berlin, “The International Travel Destination” is on the front cover. The city is advertised as the “Power Center of the Third Reich”, the worldly city filled with art, science, sport, important monuments of history and culture, surrounded by lakes and forests.

The content of this advertising supplement was carefully put together by the most famous and prosperous Third Reich German advertising agency called ALA (Anzeigen-Aktiengesellschaft). Originally formed by German press and film tycoon Alfred Hugenberg, it had offices in Berlin and twenty-one major German and occupied cities. The Nazis purchased ALA in a straightforward business transaction with Hugenberg and put it under the control of the Central Publishing House of the Nazi Party, Franz Eher Nachfolger GmbH, in München. The employees of ALA were required to be members of the Nazi Reichskulturkammer.

Frankfurt am Main, City of Goethe, advertises their world famous Römerberg Festival of July and August 1938, and Reichsmessestadt Leipzig invites travelers to the Theater Festival Week of October 1938, which coincided with the 125th anniversary of the Völkerschlacht, the defeat of Napoleon near Leipzig in 1813. There is advertising by fancy hotels in Dresden and Stuttgart but also for private vacation home rentals in Berchtesgaden and Bad Reichenhall, as well as for a half-day cable car excursion to the Predigtstuhl, a 1600 meter high peak offering breathtaking views just 30 minutes from Salzburg. The back page (shown above) has a very interesting full-page ad by the city of Augsburg, which urges travelers to visit the house where Mozart’s father Leopold was born.

Clearly due to the close proximity of Italy to Salzburg and less travel restrictions for German and Italian citizens since the Anschluß, the Italian tourist market was very important. The distance between Salzburg and Venice is only 277 miles so there are ads by companies and sights in Venice as well as seaside resorts on the Adriatic Sea. Resorts on the “Golden Riviera” around Naples such as Amalfi, Capri, Positano and Ischia are also trying to lure tourists to their region with big ads.

Only 15,000 of these rare Salzburg Music Festival advertising supplements were produced in 1938 so there are very few in existence 84 years later.

This one was carefully saved and is in excellent condition. It is complete, no writing, no odor. It was produced by Max Schmidt & Söhne of Munich, a company that printed fine quality, modern travel literature, catalogs and hotel and health resort brochures, according to their ad in this wonderful ALA Anzeigen-Beilage. Harder to find than any other 1938 Salzburger Festspiele literature.