Rynbende Joyous Monthly Magazine

The monthly magazine as an advertising medium

Ouderwetse foto Rynbende inladen bus

From 1928 to the late 1960s, Rynbende published a magazine to promote its products. A large number of writers known at the time wrote contributions. The magazine was distributed monthly in bars and cafes. Topics were often light-hearted, editorial and sometimes poetic.

The monthly magazine

The only requirement for authors was that the stories had to contain content about liquor. Anything was allowed, as long as it had something to do with genever or liquor; not necessarily those of Rynbende. The magazine was initially edited by Herman de Man (writer) and typographically designed by S.H. de Roos. The magazine appeared from 1928 to 1939 and from 1948 to the late 1960s.

During WW-II, the magazine did not appear. The naming ‘Rynbende Blijmoedig Maandblad’ must have been changed to the ‘Rynbende Blijmoedig Tijdschrift’ sometime in 1938.

Between 1928 and 1935 published works by, among others: A. den Doolaard, Jan Campert, Albert Helman, Albert Kuyle, Anton van Duinkerken, H. Marsman, P.H. Ritter jr., Stijn Streuvels, J. Slauerhoff and Herman Salomonson (under the pseudonym ‘Melis Stoke’). After the war, Simon Carmiggelt edited Rynbende’s Blijmoedig Maandblad for many years.

Preservation

Over the years, many people have collected the miniature bottles, ceramic figure bottles, advertisements, etc. Rynbende’s Blijoedig Maandblad was a magazine published and read in bars and cafes. However, after a month, the monthly magazines were hardly readable. Being plain paper, it was thrown away, used to light the stove, and even used as toilet paper. As a result, few copies of the monthly magazine have survived.

Rynbende was ahead of its time. If we look around the hospitality industry today, we see many a ‘free’ magazine, by municipality, from an industry, local retailers to glossies from the chain to which the establishment belongs.

Rynbende Spirits, the contemporary company to which we have housed Rynbende Vintage Genever, publishes a monthly newsletter called ‘Rynbende Blijmoedige Newsletter’. Sign up for the newsletter in the footer (underneath) of our website.

1793 Rynbende blijmoedig maandblad

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