A new form of advertising that developed early in the 20th century in China was the calendar poster. Major companies would present these calendars as gifts to their clients at the beginning of the Chinese New Year. These posters usually had a large glossy image in the middle with calendars for one or two years on the sides. While strikingly different in content and style, this method of marketing does have its roots in the tradition of Chinese folk prints, colorful pictures exchanged at the New Year. The subject matter of such prints usually drew from a body of popular folklore and auspicious symbols. In contrast, calendar posters presented new cosmopolitan images targeted at the growing urban middle class.