Advertiques Foster Nostalgia

 

QUESTION: A few years ago, I visited one of those local historical museums which had a country store exhibit. I found the many containers with advertisements printed on them very interesting. I didn’t realize that advertising was so much in use in the 19th century. Since then, I’ve purchased a number of items sporting advertisements for the companies that made them. I’d really like to know the origin of advertising and the range of objects I have to chose from for my collection. 

ANSWER: “Advertiques,” or objects with some sort of advertising, are popular with collectors. It’s not unusual for collectors to pay big bucks for some of the larger and rarer items. And the variety of objects available is great, enabling collectors of every financial level to assemble a fine collection.

Manufacturers in the 19th century couldn’t resist employing useful items to promote their products, for at the time, promoting products was the key, unlike today where promoting the benefits to consumer is more the style. String holders, ashtrays, fans—all served as a promotional medium.

Advertising wasn’t limited to just trade cards, posters, and signs, originally used to advertise a business. Objects, like coffee mills, flour and coffee bins, and gum and candy machines, on the other hand, promoted a product. All were necessary to the functioning grocery or dry goods store of the late-19th and early 20th centuries. 

One reason collectors like these “advertiques” is that advertising is a vital part of doing business today. With other types of antiques, both the object and its function are now obsolete. But the advertising techniques used by business have changed very little since the late 19th century. Posters, free samples, and mass advertising are still in as much use today as they were over 125 years ago. 

One of the most widely collected form of promotion was the advertising poster. These first appeared in the late 18th century as black-and-white woodcuts. But the introduction of lithography in the 1850s led to a proliferation of brightly colored tin and paper posters.

While most people probably couldn’t recall any 19th-century advertising poster, there’s one that older people still remember from their childhood—the circus poster. Color lithography helped to spread the news of upcoming shows across the country.

Trade cards were miniature versions of advertising posters. Business owners paid small boys a few pennies to hand these out to passersby. These cards urged to recipient to a product, such as a cologne, or a patent medicine, or directed him or her to a specific store that sold the product.

Every grocery store had a least one coffee mill in which to ground roasted beans. Some of these cast-iron behemoths stood as tall as four feet, were handpainted in bright colors, and often bore the name of a particular brand of coffee. Today, the Coca Cola, vending machine, with the name “Coca Cola” emblazoned on its facade, does much the same sort of promotion.

And many store owners didn’t forget about their customer’s children. An array of gum, nut, and candy machines, with brand names such as Baby Grand and Delicious, gave the little ones something to do with their pennies. 

Wholesalers provided store owners with bins to hold flour, tea, and coffee—all featuring the brand name of a the product. One of the most popular with collectors were the sturdy oak cabinets that displayed Diamond Dyes and Coats Spool Thread. Coffee and tin bins, usually made of tin, featured colorful lithographed decoration, featuring everything from exotic locales to American warships. There were other dispensers, also. Wooden boxes with colorful lithographed labels held biscuits.

All of these objects bore an advertiser’s message. The blackboard that displayed the daily prices for eggs and butter came from a wholesaler, as did the string dispenser used to wrap meats at the meat counter. There were also match safes, calendars, and even thermometers—all with bearing an advertiser’s name. 

Some items had practical uses, such as serving and tip trays. Most brewers had metal trays made to serve beverages in taverns and soda fountains. Collectors today seek them out for their colorful graphics and sentimental renditions of popular scenes. 

To promote hair and beauty care products, manufacturers gave away tiny tin-and-glass mirrors, each bearing an advertiser’s message. They often featured the likenesses of famous stage actors and later movie stars. 

While not as common as tin or paper promotional items, pottery advertising memorabilia, such as stoneware jugs were also popular. Jugs bearing the name of a distiller or brewery or a soda like Hires Root Beer are favorites with collectors. Cereal bowls promoting Cream of Wheat feature images of the famous 20th-Century Limited train while sets of dishes promoted Buster Brown Shoes. 

No area of collecting is so passionate about condition as that of advertiques. Collectors shy away from rusted tine containers and water-stained paper goods. These collectibles need to be in pristine shape to be worth anything at all

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An American Grocery Tradition

QUESTION: I live in a small apartment and don’t have the room or means to collect a lot of antiques, especially furniture. But recently I became fascinated with the little tins that contained spices and other things that used to be sold in supermarkets. I’ve acquired some, like those from A&P and National. While I’ve heard of some of these brands, I’ve never seen or heard of the National brand. Can you tell me anything about it?

ANSWER: The use of little tins to hold spices goes back to the late 19th century. McCormick spices are widely known as a national brand, but each market and eventually supermarket had its own store brands, as just about all do today. So first let’s look at how these store brands got started.

It all began back in 1859 when John Huntingdon Hartford founded the Great Atlantic and Pacific Tea Company, commonly known as A&P. He peddled coffees and teas out of gold and vermillion horse-drawn wagons and tiny, yet opulent, Oriental-themed retail shops before gradually adding a few kitchen staples like flour, sugar, baking powder and spices to its product mix. He packaged the items he sold with the name of his company, A&P.

Clarence Saunder started the modern self-service supermarket concept in 1916 with his Memphis-based Piggly Wiggly brand. One of the earliest tea companies to break from tradition and cash in on this concept was Danish immigrant George S. Rasmussen's National Tea Company, founded in 1899. Others like Jewel Tea followed. In the beginning, each sold their own brand of goods, but as the small stores grew into supermarkets, each needed to fill their shelves, so they began selling private brands as well.

Early in its history, Chicago-based National built itself into an upper Midwest chain supermarket powerhouse across Illinois, Wisconsin and Minnesota by hitching its future on adopting Saunder's novel supermarket concept. By the end of World War II, National had grown into America's sixth largest grocery chain, comprising 880 small, neighborhood supermarkets sprinkled across Iowa, the Dakotas, Michigan and Indiana, but primarily concentrated around principal strongholds in Chicago, Rockford, Illinois, Milwaukee and Minneapolis/St. Paul.

But following founder Rasmussen's [936 death during the Great Depression, National lost its direction and floundered. Chicago millionaire printer John F. Cunco, who controlled a 26 percent block of stock in what he publicly noted was the worst chain-store property in the country, forced a March 1945 reorganization of the company's management to shake up the laggard, star-crossed chain. Cunco installed fifth-grade dropout-turned-grocery-whiz Harley V. McNamara as National's executive vice-president and Robert V. Rasmussen, son of the founder, as president. In 1947 McNamara was promoted to president, with Rasmussen becoming chairman.

Within a decade of his 1945 appointment at National, McNamara built the industry also-ran into the nation's fifth largest supermarket chain and 10th largest retailer, boosting sales from $107 million to $520 million and profits from $913,000 to $6.5 million by increasing per-store volume some 500 percent. He did this by closing its low-volume, low-profit traditional city neighborhood stores  in favor of the postwar shift to larger, modern stand-alone and shopping center supermarkets surrounded by acres of free parking.

But by far the biggest single reason for National's explosive growth during the postwar boom was McNamara's strategy of buying instant market saturation in new geographic areas though the acquisition of local chains in major markets. Still the chain continued to sell its National store brand and placed its items in these acquired stores. Sound familiar?

Eventually, the economy and over-expansion caught up to National while other, newer chains created competition it just couldn’t match. Today, even the trendiest supermarkets offer their own brand of many of the products they sell. And as supermarket chains get bought and sold, the store brands of the survivors endure. It’s an American tradition.

A Penny a Pack

QUESTION: I recently discovered what looks like a toy slot machine while browsing in a local thrift shop. But instead of different types of fruit in the window, it shows packs of cigarettes.  The machine is painted bright red and blue with silver accents. An emblem showing a sophisticated lady smoking a cigarette appears on the front under the window. What can you tell me about my new toy?

ANSWER: To begin with, your little slot machine isn’t a toy. It’s what’s called a trade stimulator, an item certain businesses used to stimulate business.

Trade stimulators were countertop machines used to encourage shoppers to indulge in a game of chance. They became popular in American saloons during the 1880s. Eventually, cigar, confectionery and general store owners saw their potential for generating business and began using them. Produced in a wide range of designs, these little machines originated around the same time as slot machines. Players inserted a coin and pulled a lever. If they got a winning combination, they won prizes of cigars, cigarettes, candy and other goods. When certain states prohibited gambling, business owners could use these machines without fear of prosecution.

The Groetchen Tool & Manufacturing Company in Chicago, one of many companies that manufactured these little machines, produced a variety of models of trade stimulators from 1936 through 1948. This particular one is known as the Liberty Bell or just Liberty. It stood 10 inches tall, 9 inches wide, and 10 inches deep and weighed about 14 pounds. The Liberty dispensed tokens for l or 5 packs of cigarettes. The three reels in the Liberty Bell have pictures of seven different brands of cigarettes. On the front cover of the slot machine is the image of a sophisticated lady smoking a cigarette that’s almost Art-Deco looking.

Many of these trade stimulators used tokens rather than coins, also known as mints. In many cases, players could exchange these tokens, especially ones marked “mints” for cash "under the counter." Other tokens displayed the words “candy” or “cigarettes” and could be exchanged for them.

J. H. Keeny & Company, which made amusement and gambling machines in Chicago, also produced the tokens used in trade simulators. In the 1960s, the Mills Novelty Company bought J.H. Keeny & Company.

Some machines also disguised themselves as vending machines by giving winners cigarettes or cigars rather than mints. For only one cent, the customer could play the machine by inserting the penny and pulling the handle. If they would line up three of a kind on the reels than the machine dispensed a special token good for a pack of cigarettes at the lower right side of the machine.

To further hide that a machine gave winners cigarettes, some tokens had different numbers of stars rather than saying “2 packs” or 5 packs.” Groetchen also made a trade stimulator machine called the Ginger, which appeared on the market in June of 1937 and took the star tokens. The stars disguised the gambling nature of the machine. As with the mints tokens, it was probably possible to exchange tokens for cash, at least at some businesses.

So what’s a Liberty Bell Penny Cigarette Slot Machine worth?  The "Liberty" Trade Stimulator dates from the early 1940's. The basic model of this machine came in many different configurations, and model types. Many still exist today. This trade stimulator still holds it's own with an average value of $200 in today’s market, despite surviving in great numbers.

During the peak of popularity for trade stimulators, a lot of companies copied each others’ models and gave them different names. However, collectors today are well aware of the many reproduction trade stimulators that have been flooding the market. Even though some began to appear as early as the late 1970’s, most came on the market in the mid-80’s.