America was introduced to modernism at the 1913 but it was met by public protest and initially rejected. the same reaction awaited jan tschichold's élémentaire typographie insert. however, a small number of american typographers and designers, such as william addison dwiggins, s. a. jacobs, merle armitage, and lester beall, recognized the value of the new ideas, and modernism slowly gained ground in book design, editorial design for fashion and business magazines catering to affluent audiences, and promotional and corporate graphics. by the 1930s, modernist european design had become a significant influence in america.