"Graphic design evolved during the late nineteenth century from a sideline of the printing industry into an autonomous field with its own lore, icons and personalities. The missing link in this evolutionary process is trade magazines. Initially they established professional standards for printing, typesetting and bookbinding, yet viewed ornamental design as ephemeral. However, by the turn of the century, when businesses demanded printers provide more sophisticated layout and typography, trade magazine editors were forced to analyze and critique new advances. These magazines did not just reflexively report the current trends instead some aggressively codified key methods and mannerisms that in turn defined a profession."