Baedeker Blitz for the German Foreign Office, is reported to have said on 24 April 1942, "We shall go out and bomb every building in Britain marked with three stars in the Baedeker Guide", a reference to the popular travel guides of that name. Goebbels was furious; keen to brand British attacks as "terror bombing", he was equally keen to designate German efforts as "retaliatory measures". Stumm's off-the-cuff remark "effectively admitted the Germans were targetting cultural and historic targets, just what the German leadership did not want to do, and Goebbels took steps to make sure it did not happen again". The
Baedeker he published his first offering—10,000 copies of "Schleswig-Holstein". This was printed in Glückstadt near Hamburg and contained some advertising to balance the books, as did some of his other contemperaneous titles. Allen & Unwin, the London publisher, once again helped the Baedeker firm with another loan and he published more city and regional guides in the years that followed. In 1951, Karl Friedrich and Oskar Steinheil, a pre-war Baedeker editor, signed an agreement with Shell AG, the subsidiary of Royal Dutch Shell, and Kurt Mair (1902–1957), the German printer and publisher based in Stuttgart, to produce a series of motoring