2008 screen print series
of 1954 alphabet booklet

Our Jim Flora series, PRIMER FOR PROPHETS: A Flora '50s A-B-C, offers twelve different fine art prints.

The images derive from a 1954 trade-only alphabet booklet titled PRIMER FOR PROPHETS that Flora illustrated for CBS-TV. The booklet, which was not circulated to the public, was intended to attract corporate advertisers to the emerging medium of television (with "Prophet" in the title being a pun on "profit"). Each page featured Flora illustrations of past-tense verbs (A to Z) that reflected daily activities of the typical American family, suggesting products they would purchase. Each illustration is a masterpiece — Jim Flora at his post-war commercial peak. That same year, Flora began illustrating RCA Victor album covers, creating some of his most popular, iconic images (Mambo for Cats). The PRIMER illustrations are consistent with the best of his RCA album sleeves.

The PRIMER FOR PROPHETS screen prints were produced in a limited edition of 100 (of each letter) by Minneapolis print/design studio Aesthetic Apparatus, using Flora archivist Barbara Economon's high-resolution digital scan of a mint copy of the rare booklet from the Flora collection. The artwork has not been cropped or altered — it is reproduced exactly as it originally appeared. The trademark "Flora" signature, which did not appear on the original illustrations, has been added in the lower right of each print.

Each printed and trimmed sheet is 13" x 7-1/2" (including a 3/4" margin around the active artwork). The prints use acrylic screen inks meticulously matched to Flora's original colors on off-white 100-lb., archival-quality, uncoated cover stock (French Paper Co.'s "Whitewash"). Each print is hand-numbered on the front and authenticated on the reverse with stamped seals from Jim Flora Art LLC ( a Flora family enterprise) and Aesthetic Apparatus.

Numbered copies of unframed prints are being offered for $50.00 each, except JIVED, which sells for $125.00 because only a handful of prints remain. The final JIVED edition print was sold on June 21, 2015. We have in stock two (2) printer's proofs whose quality is comparable to edition prints; they are authenticated on the reverse and hand-numbered on the front using a different protocol (P/P #/19, indicating that 19 proofs were set aside by the printer during the original production run).

We offer discounts for the purchase of multiple prints in the series (see ORDERING INFO at right).

In 2011, a decision was made to discontinue the series. It is unlikely the remaining letters in the series will be issued in screen or any other format. As the existing print stocks sell down, prices for remaining prints will increase.

Great effort is made to ensure the quality and craftmanship of each print. Given the organic nature of the screen printing process, small spots or specks are often present on some prints. However, such minute imperfections are common and do not detract or distract from the image itself.

NOTE: Actual print image is sharper than it appears online.


Choose your shipping rate and
click the PayPal button to purchase

If you are purchasing more than two Primer
prints, you cannot indicate during checkout
which prints (except "Jived") you intend to purchase. When we receive your order,
we will email you to confirm your selections.

Orders for multiple prints will be charged the single-print shipping rate at checkout.
Jived - $125
Jived + one other Primer print - $170

Jived + two other Primer prints - $210

Jived + three other Primer prints - $220

For pricing on more than four prints, contact us.

Personal check and MO accepted
Email: printshop@jimflora.com

All images © Jim Flora Art LLC, except where noted. All rights reserved.