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Lot # 1423 (of 1743)   < Previous Lot | Next Lot >

1912 Newspaper Advertisement Displaying a Gigantic Full-Color Hassan T202 Advertisement Featuring Cobb and Mathewson

Starting Bid - $1,000, Sold For - $1,998

Exceedingly rare Sunday baseball supplement to the May 12, 1912 issue of The North American , a Philadelphia newspaper, featuring a full-color advertisement for Hassan T202 Triple Folders. In the spring of 1912, Hassan Tobacco sought to improve upon the previous designs of baseball cards by issuing a unique triple-folded card in each package of its cigarettes. The novel new card was comprised of two end panels, picturing individual portrait images of various players, that were then folded over a larger, center section displaying a colorful "action" scene. If the novelty of its "triple folder" cards, as they are known today were not enough, the company also created an extraordinary retail advertising display featuring none other than Ty Cobb and Christy Mathewson. While that three-panel retail display is regarded as one of the premier baseball advertising pieces ever produced, it also exceedingly rare; only one complete example display is known to exist, and only a few additional "side panels" from this extraordinary store advertising piece are known. Incredibly, here, on the back page of this vintage 1912 baseball newspaper supplement, collectors can view that famous display in all its glory. The advertisement, which takes up the entire top half of the back page (the full page measures 16.5 x 22.75 inches), is especially noteworthy for the fact that it is printed in full color. It is virtually unheard of for any newspaper page to qualify as a significant baseball card related display piece, but this is a rare exception. This is the first example of this printed advertisement we have ever seen in person and its large "newspaper size" (as opposed to a magazine-page advertisement) makes it especially suited for display. The two end panels feature individual bust-length images of Cobb and Mathewson, respectively, while the center panel pictures Charles Conlon's famous photographic image of Cobb sliding into third as Jimmy Austin attempts to make the tag. The advertising copy reads in part "A Famous Play/In Every Package Of/Hassan/Cigarettes." In addition to the advertisement, the front and back pages of this special twelve-page supplement feature photos of many of the game's top stars, including colorized images of Frank Baker, Eddie Collins, and Eddie Plank. The interior pages include a recap of the 1911 Major League season and also provide updates and previews of various minor-league circuits, local college clubs, and area high schools. The paper displays a horizontal and vertical fold (as issued), as well as a few moderate edge tears (none of which affect the Hassan advertisement). Despite the minor imperfections, which are expected with a piece of this age, the paper is in remarkable condition given its fragile nature and displays as Excellent. This is an extraordinary item, and an exceptional alternative (or accompaniment to) the premier baseball tobacco-card advertising piece from the era. Reserve $1,000. Estimate (open). SOLD FOR $1,998

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