(offers in the region of £250 would be considered)      
This book is a unique marriage of the most famous advertising artist in the world in 1908 with the most famous author and Nobel Prize winner of the same year. John Hassall and Rudyard Kipling are here combined for their shared purpose of raising money for veterans of 'The Charge Of the Light Brigade' and of the 'Indian Mutiny'. (I was wondering if indeed the image on the front cover might be a self-portrait. A photo of John Hassall is shown last picture above and a self portrait as an Indian chief - so he did include images of himself in his artworks.(not included in the sale). Hassall did try and get into Sandhurst twice without success. So perhaps seen here - on the cover - as himself - champion of the heroes of the 'Charge of the Light Brigade'.. answering their vicarious plea - as voiced in Kipling's words of 'The Last Of The Light Brigade' ...Hassall described in the literature as 'craving attention through his art'. This fits exactly with his academic approach and highly thought out artwork as seen here. His signature can just be seen in the print on the bottom right of the front cover as shown.
         Kipling was Anglo Indian, having won the Nobel prize for literature in 1907 and Hassall, in the same year he produced the cover for this book, 1908, produced the most famous travel poster 'The Jolly Fisherman' and Hassall's father had been paralysed in the same Crimean campaign during which 'The Charge Of the Light Brigade' (1854)- made famous in Tennyson's poem - took place..
       In 1908, John Hassall produced his most famous railway poster 'Skegness is so Bracing' (or the Jolly Fisherman) which is/was credited with putting Skegness on the tourist map. So much so that statues of 'The Jolly Fisherman' in Skegness and which still exist,  were erected to celebrate its publication and the birth of a new tourist resort and which has prospered as such ever since.
          The author of the present book seized the moment in 1908, to meld the notoriety of both Hassall and Kipling, taking advantage of their personal combined connections to the Crimean war and to India, in an attempt to stimulate public interest in the plight of the remaining veterans of these campaigns, by getting Hassall to design the cover and Kipling to dedicate his poem 'The last of the light brigade' (reproduced below) to the cause. It was to be the 1908 equivalent of the 'We are the world' charity LP.
          However, 5 years later, in 1913, on the occasion of the death of the very last veteran of the  'Charge of The Light Brigade' (that happened in 1854 when 600 cavalry mistakenly charged Russian cannon in the Crimean war), (the event made famous in a poem by Alfred Lord Tennyson - 'The Charge of The Light Brigade' -),.... the New York Times claimed that it had discovered a poem by Rudyard Kipling, only ever before printed in a newspaper in 1890 and totally ignored until their rediscovery of it,  called, appositely and appropriately, 'The Last Of The Light Brigade', (that Newspaper story - up until the present day - and the discovery of the present book - regarded as true)..... which was originally written about the demise of the then surviving heroes and veterans of that action. Kipling originally writing it to bring attention to the plight of the veterans.... So clearly, whatever Kipling's intention in 1890, or the intention of the author of the present paperback book, 'Our Veterans' in 1908, the New York Times and people in general in 1913 had not seen or heard of the present book, published 5 years earlier in 1908. (and as evidenced in the current Kipling Society website - nobody today had/has ever heard of the present book) (I have found only one other example of the book to exist - in Yale University library- donated in the Kipling collection of David Alan Richards - noted collector of rare books and of Kipling's works) (However there is no similar collection of John Hassall's work and the cover is unquestionably one of his iconic images, especially as visibly associated with Kipling words and with his own skin in the subject - not only through his father's paralysis in the Crimean war, - but perhaps even a self portrait and/or as a latter day champion of 'The  Light Brigade', given that he tried and failed twice at Sandhurst) (yale University would own the copyright on Hassall's image as the only extant exmple of the book in existence, but one could reproduce the image on the present book - and indeed one would own the copyright on it as given that has 116 years of age - whatever the original image looked like, when the book was published or as it appears on the Yale book, - the image on this particular book is unique, and so is potentially of great commercial value)
         Indeed the Rudyard Kipling Society today note that for some unknown reason the poem is known historically as 'Our Veterans'. So...modern knowledge of Kipling's 1890 newspaper printing of the poem - being derived only from the New York Times' 1913 story.
        The, here discovered, present book, published in 1908, at an estate sale in Manchester, this year 2024, where the publishers (Sherrat & Hughes) were based, entitled 'Our Veterans', in which the poem is published by permission of Kipling himself, (in the foreword it states that the poem 'had not hitherto appeared among his published works' )  explains for the first time, the association of the poem (which has somehow become known as 'Our Veterans', (although not given this title by Kipling himself)) with the title 'Our Veterans'. (Evidently therefore - even Kipling himself regarded the publication of his poem 'The Last of the Light Brigade' to be first published in this book, despite its revelation in the 1890s newspaper article (only acknowledged in the wider world by the 1913 New York Times article.).
     1908, was an apposite time for its' fanfare after Kipling had won the Nobel prize for literature the previous year and now in this book, combined with a cover by Hassall, the most eminent commercial artist of the day (who also in 1908 produced his most famous work - 'The Jolly Fisherman (The Mona Lisa of the advertising world in 1908), and who's father was paralysed in the same 1854 campaign. (Kipling himself Anglo-Indian so also having a personal interest in the Indian 'Mutiny' and its' veterans)
   So here is the poem originally entitled, The Last Of the Light Brigade ' but which was/is also known as 'Our Veterans' (according to the Kipling Society)

There were thirty million English who talked of England's might,
There were twenty broken troopers who lacked a bed for the night.
They had neither food nor money, they had neither service nor trade;
They were only shiftless soldiers, the last of the Light Brigade.

They felt that life was fleeting; they knew not that art was long,
That though they were dying of famine, they lived in deathless song.
They asked for a little money to keep the wolf from the door;
And the thirty million English sent twenty pounds and four !

They laid their heads together that were scarred and lined and grey;
Keen were the Russian sabres, but want was keener than they;
And an old Troop-Sergeant muttered, "Let us go to the man who writes
The things on Balaclava the kiddies at school recites."............................................(Tennyson)

They went without bands or colours, a regiment ten-file strong,
To look for the Master-singer who had crowned them all in his song;
And, waiting his servant's order, by the garden gate they stayed,
A desolate little cluster, the last of the Light Brigade.

They strove to stand to attention, to straighten the toil-bowed back;
They drilled on an empty stomach, the loose-knit files fell slack;
With stooping of weary shoulders, in garments tattered and frayed,
They shambled into his presence, the last of the Light Brigade.

The old Troop-Sergeant was spokesman, and "Beggin' your pardon," he said,
"You wrote o' the Light Brigade, sir. Here's all that isn't dead.                                        (referring to Tennyson)
An' it's all come true what you wrote, sir, regardin' the mouth of hell;
For we're all of us nigh to the workhouse, an' we thought we'd call an' tell.

"No, thank you, we don't want food, sir; but couldn't you take an' write
A sort of 'to be continued' and 'see next page' o' the fight?
We think that someone has blundered, an' couldn't you tell 'em how?
You wrote we were heroes once, sir. Please, write we are starving now."

The poor little army departed, limping and lean and forlorn.
And the heart of the Master-singer grew hot with "the scorn of scorn."
And he wrote for them wonderful verses that swept the land like flame,
Till the fatted souls of the English were scourged with the thing called Shame.

They sent a cheque to the felon that sprang from an Irish bog;
They healed the spavined cab-horse; they housed the homeless dog;
And they sent (you may call me a liar), when felon and beast were paid,
A cheque, for enough to live on, to the last of the Light Brigade.

O thirty million English that babble of England's might,
Behold there are twenty heroes who lack their food to-night;
Our children's children are lisping to "honour the charge they made - "
And we leave to the streets and the workhouse the charge of the Light Brigade!


(The penultimate verse, which we have italicised,
was included in the first publication in the St James' Gazette, 
but was omitted from the collected versions.)

    The foreword explains that this book is an attempt to raise £10000 for the 180 remaining veterans (of both the 'Mutiny' and the Light Brigade) in 1908. Although it does not make clear as to where the proceeds for selling the book would go. Possibly to pay for publication.
       Of great interest, separate to this connection to Kipling, the cover of the book is produced by no less than John Hassall, 'father' of the production of travel posters of the period in Britain. And he also producing iconic artwork for other advertising, famously for Kodak. The cover is also iconic of his work, with simple dark thick lines and flat colour with geometric, art nouveau designs. Of key note, his father was paralysed in the war of the Crimea and so Hassall, according to the book, gave his services free for the publication of the book. So the illustration on the cover had a deep meaning for him personally. Other artists such as Caton Woodville allowed for the reproduction of their artworks showing actions in the Crimea in plates in the book.
          (One might make a guess that Hassall's services were not totally altruistic as some of the adverts in the book such as that shown- look like his work)
        So in the round - a more than interesting book from the period, padding out Kipling's efforts to bring attention to the heroes of the 'Light Brigade' who remained alive in 1908 and incorporating and contextualising his poem - 'The Last Of the Light Brigade' and explaining how it became known in modern times as 'Our Veterans'. The publisher of the book, had indeed discovered the poem 'The Last Of The Light Brigade' before the New York Times and had the great creative moment of combining Kiplings' words - with his permission, together with the personal cover design of Hassall.  The book thus weaving in the apposite original period design of John Hassall  and who had 'skin' in the subject and the personally donated words of Kipling in this fund raising project, together in what might be the only extant example of this book outside of Yale University.
             And not in bad condition for a paper back published in 1908.
Sounds like the cue for a film??? A unique and perhaps synergistic tapestry of literary and visual arts in 1908 woven with history, purpose and direction by the author. 
            I have included other  images of Hassall's famous and very powerful and creative artworks - The Kodak Girl and a recruitment poster for the first world war. They are only for reference and are not in the book but serve to illustrate his style but remembering particularly that he was emotively and personally connected and invested in the image on the cover, (not being done for commercial gain), and indeed the subject of this perhaps unique book. Evidently, paradoxically, this tour de force tapestry of artistic and literary talent and personal historical connections, fell on deaf ears at the time of the books' publication judging by the fact and subject of the 1913 New York Times article and that, even now, this is the only example I can find. It, and its content, is an historic commentary on public and governmental dismissive attitudes toward veterans of war, even though they, heroic and acclaimed, nay immortalised, in the most famous poem of war; The Charge Of the Light Brigade.
       Can John Hassall's frontispiece yet do today, synthesized with the revelation of Kiplings words, as manifest here, do what the words of Tennyson did for literature and his country, for veterans everywhere??, do what the evocative cover says.
       In picking up the fallen, show proud the colours.
I think this image is every bit as creative and potent as any of Hassalls' famous posters as shown.(also remembering that - unlike those posters - he had skin in it, and as presented here the image is inseparable from Kipling's words). (from the time of listing on ebay) (An immensely valuable Hassall image, (indelibly connected to Kipling) in the right hands) (One can't imagine the book was ever a best seller judging by the fact that the New York times had not seen it in 1913 and the Kipling Society has never heard of it.) This reflecting attitudes toward veterans at the time and perhaps for all time and as apposite to today as when it was first written.. (I wonder if Kipling also wrote the advert for 'Berry's boot polish' on the back cover)