The New South Wales Bookstall Company (1879 – 1957), often stylized as NSW Bookstall Company, started as a string of bookstalls at railway stations, founded by Henry Lloyd. After some forays into publishing under Llyod, the company began publishing on a mass scale under a new owner, A.C. Rowlandson, at the end of the 19th century. True to the company's origins, their publications were mainly intended for a mass market, richly illustrated and portable for ease of use by travelers and commuters. Rowlandson was credited with importing a wide range of foreign books and newspapers while also promoting Australian authors, to the point that he and his company played an important part in the formation of a national identity. The company declined after Rowlandson's death and the company had stopped publishing new titles by the late 1940s; its distribution and bookstall operations ended in 1959.