Book historians have added a number of dimensions to our understanding of texts in the history of science and mathematics, including how readers and publishers participate alongside authors in the transmission of knowledge, how patterns of use indicate intellectual reception, and how textbooks communicate scientific ideas to popular audiences. However, promotion has been at least as important a factor as pedagogical and intellectual superiority in determining which objects have become widely established instruments for teaching mathematics and science. This talk explores the evolution of the textbook into a commercialized teaching tool by concentrating on how the partnership of Charles Davies (1798-1876) and Alfred Smith Barnes (1817-1888) shaped mathematics instruction in the United States. Davies parlayed his reputation as a professor at the United States Military Academy at West Point into a successful career of defining himself primarily as a producer of textbooks. Barnes, his publisher, organized the books into graded series and utilized aggressive marketing techniques. Together, the men sought to enlarge their audience of American students and laid claim to national status as the standard for the nascent mathematics textbook industry. This talk is based upon the first chapter of "Material to Learn: Tools of American Mathematics Teaching, 1800-2000," a forthcoming book prepared jointly with Peggy Aldrich Kidwell and David Lindsay Roberts, and will include a few highlights from the entire volume.