books, textbooks, newsletters, magazines, brochures, pamphlets, manuals, printed instructional and teaching materials, study guides, periodicals of all kinds, and paper and printed matter of all kinds, on a wide variety of topics, subject matters and fields, with the exception of reference materials and textbooks used in the instruction of emergency medical personnel; paper and printed matter, including book marks, book covers, post cards, and inserts for magazines; stationary; notebooks; office supplies; calendars; comic books; posters; greeting cards