The Blue Book: Product Placement in Storyville

Marketing and Promotion of Popular Products

as Featured in the Blue Book

The Storyville Blue Book was more than just a directory; it was a guidebook crafted specifically for men looking to explore the vibrant and often illicit pleasures of New Orleans' red-light district. Aimed primarily at white male patrons, the Blue Book provided a curated listing of brothels, madams, and freelancers, but it was also a tool for marketing and promoting the goods and services that catered to the indulgences of the time. These guides served as both a practical and a promotional resource, pointing men in the direction of not only the women of Storyville but also the best places to drink, socialize, and engage in other leisurely activities. Even promotions about particular Mardi Gras celebrations such as the French Ball of the Two Well-Known Gentlemen would be placed in the book to draw ticket sales.

The pages of the Blue Book were filled with advertisements for liquor, beer, cigars, and restaurants, establishing a clear connection between indulgence and the district’s entertainment culture. These ads functioned as a sort of roadmap for men, ensuring they knew where to go for the finest spirits such as Green River Whiskey and Moët & Chandon, where to dine before or after their encounters like Lamothe's Restaurant, and which establishments offered the most refined and desirable experiences including clubs and cabarets such as The Stag, The Arlington, and The Annex. Establishments that sold alcohol or hosted parties in Storyville were key to its allure, and the Blue Book made sure the men knew exactly where to find these hotspots for socializing and revelry. With the inclusion of specific locations, the Blue Book marketed these products with an almost strategic intent, guiding customers to make the most of their time in the tenderloin district.

In addition to targeting those looking for sexual services, the Blue Book also served as a marketing tool for attorney-at-law services, laundry services, taxi services, bath houses, jewelers, grocery stores, piano tuning services, and drug stores plus venereal disease treatments, a reflection of the realities of the time. These ads, though unsettling by modern standards, were included in the same guides that promoted nightlife and leisure activities, revealing the complex and often contradictory nature of the district's business. By offering such services, the Blue Book was essentially part of the ecosystem of commodification that defined the area, where pleasure and danger often existed side by side. This unfiltered approach to marketing not only reflected the district’s hedonistic appeal but also acknowledged the social and health risks that came with it.

The Blue Book’s subtle promotion of products and services, including its careful placement of ads for popular brands such as Jose Vila Cigars, Budweiser Beer, Pabst Blue Ribbon,

Schlitz, Dewar's Famous Scotch Whisky, and Veuve Clicquot, helped create an atmosphere where men could navigate the district with confidence, knowing exactly where to go for their desires. Whether they sought a drink, a meal, or a night of indulgence, the Blue Book provided a sense of direction, aligning with the tastes and expectations of its audience. In doing so, it not only showcased the commodification of women but also played a pivotal role in promoting the broader culture of excess and entertainment within the red-light district.

E.J. Bellocq Photo - Raleigh Rye

Raleigh Rye, a popular brand featured in Storyville’s Blue Book, was prominently advertised alongside other products catering to the district’s clientele. As one of the many alcoholic beverages marketed to the men who frequented the area, Raleigh Rye represented the kind of drink that could be enjoyed in the dim-lit bars and brothels of Storyville, where indulgence was a key part of the experience. In one of E.J. Bellocq’s famous photographs of a Storyville worker, the presence of Raleigh Rye in the image captures the intersection of alcohol, sensuality, and the commercialized pleasures of the district. The photograph, known for its raw and intimate portrayal of women in the district, often featured scenes where the atmosphere was charged with the same sense of excess that the Blue Book promoted. The depiction of Raleigh Rye in these visual and promotional materials tied the drink to the indulgent lifestyle of Storyville, where it was just one of many products marketed to men looking to partake in the pleasures of the district.