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 Visiting card showing the premises of the Gebr. Diederichs (Georg Frederik and Pieter Arnold) on the Bloemmarkt in Amsterdam. There had been a reading establishment here from 1818 in which, for two stivers per volume, a maximum of four books could be borrowed. It was also possible to borrow periodicals which were brought to and picked up from the clients: the predecessor of the current magazine portfolio. The brothers sold the reading library in 1840 in order to throw themselves with even more enthusiasm into the publishing of popular illustrated books and magazines such as the `Penning Magazijn' and the `Nieuw Nederlandsch Magazijn'.