Lawrence A. Kreiser, Jr.’s Marketing the Blue and Gray analyzes newspaper advertising during the American Civil War. Newspapers circulated widely between 1861 and 1865, and merchants took full advantage of this readership. They marketed everything from war bonds to biographies of military and political leaders; from patent medicines that promised to cure almost any battlefield wound to “secession cloaks” and “Fort Sumter” cockades. Union and Confederate advertisers pitched shopping as its own form of patriotism, one of the more enduring legacies of the nation’s largest and bloodiest war. However, unlike important-sounding headlines and editorials, advertisements have received only passing notice from historians. As the first full-length analysis of Union and Confederate newspaper advertising, Kreiser’s study sheds light on this often overlooked aspect of Civil War media. Kreiser argues that the marketing strategies of the time show how commercialization and patriotism became increasingly intertwined as Union and Confederate war aims evolved. Yankees and Rebels believed that buying decisions were an important expression of their civic pride, from “Union forever” groceries to “States Rights” sewing machines. He suggests that the notices helped to expand American democracy by allowing their diverse readership to participate in almost every aspect of the Civil War. As potential customers, free blacks and white women perused announcements for war-themed biographies, images, and other material wares that helped to define the meaning of the fighting. Advertisements also helped readers to become more savvy consumers and, ultimately, citizens, by offering them choices. White men and, in the Union after 1863, black men might volunteer for military service after reading a recruitment notice; or they might instead respond to the kind of notice for “draft insurance” that flooded newspapers after the Union and Confederate governments resorted to conscription to help fill the ranks. Marketing the Blue and Gray demonstrates how, through their sometimes-messy choices, advertising pages offered readers the opportunity to participate—or not—in the war effort.

Award-winning authors Scott L. Mingus Sr. and Eric J. Wittenberg are back with the second and final installment of “If We Are Striking for Pennsylvania”: The Army of Northern Virginia’s and Army of the Potomac’s March to Gettysburg. This compelling and bestselling study is the first to fully integrate the military, political, social, economic, and civilian perspectives with rank-and-file accounts from the soldiers of both armies during the inexorably march north toward their mutual destinies at Gettysburg. Gen. Robert E. Lee’s bold movement north, which began on June 3, shifted the war out of the central counties of the Old Dominion into the Shenandoah Valley, across the Potomac, and beyond. The first installment (June 3-22, 1863) carried the armies through the defining mounted clash at Battle of Brandy Station, after which Lee pushed his corps into the Shenandoah Valley and achieved the magnificent victory at Second Winchester on his way to the Potomac. Caught flat-footed, Maj. Gen. Joseph Hooker used his cavalry to probe the mountain gaps, triggering a series of consequential mounted actions. The current volume (June 23-30) completes the march to Gettysburg and details the actions and whereabout of each component of the armies up to the eve of the fighting. The large-scale maneuvering in late June prompted General Hooker to move his Army of the Potomac north after his opponent and eventually above the Potomac, where he loses his command to the surprised Maj. Gen. George G. Meade. Jeb Stuart begins his controversial and consequential ride that strips away the eyes and ears of the Virginia army. Throughout northern Virginia, central Maryland, and south-central Pennsylvania, civilians and soldiers alike struggle with the reality of a mobile campaign and the massive logistical needs of the armies. Untold numbers of reports, editorials, news articles, letters, and diaries describe the passage of the long martial columns, the thunderous galloping of hooves, and the looting, fighting, suffering, and dying. Mingus and Wittenberg mined hundreds of primary accounts, newspapers, and other sources to produce this powerful and gripping saga. As careful readers will quickly discern, other studies of the runup to Gettysburg gloss over most of this material. It is simply impossible to fully grasp and understand the campaign without a firm appreciation of what the armies and the civilians did during the days leading up to the fateful meeting at the small crossroads town in Adams County, Pennsylvania.