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Lot # 1174 (of 1641)   < Previous Lot | Next Lot >

Circa 1910 Sure Shot Chewing Tobacco Tri-Fold Baseball Advertising Display

Starting Bid - $1,000, Sold For - $7,110

This exceedingly rare tri-fold display, which features a tremendous game-in-progress scene, was issued in promotion of Sure Shot Chewing Tobacco. This is the first example of this magnificent advertising display that we have ever seen, and it may be the lone survivor. The colorful graphics picture a game in progress as a capacity crowd watches from the grandstand. The batter occupies most of the large center panel, while the pitcher and catcher dominate the right and left panels, respectively. A large illustration of a package of Sure Shot Chewing Tobacco appears at the top of the center panel, as does the advertising text “Sure Shot Chewing Tobacco – It Touches The Spot.” The slogan “It Touches The Spot” is also lettered at the base of both end panels. This piece is a paragon of early 1900s baseball advertising and one of the most stunning promotional displays we have seen from any era. Based upon the uniforms, equipment, and the style of dress depicted on the fans, this piece most likely dates to circa 1910, a period consistent with the dating of the few Sure Shot Chewing Tobacco tins we have seen at auction. The enormity of such tri-fold displays, not to mention the exceptional lithography employed, normally made them the focal point of any store in which they were presented. That certainly would have been the case with this piece, which would have been impossible to miss in even the most crowded of retail establishments.

The tri-fold display (43 x 33 inches, unfolded), printed on heavy cardboard stock, is heavily toned and displays normal handling wear commensurate with its age and former use. Various minor flaws include light foxing and surface abrasions, as well as a few small tears and/or chips along the borders and corners. An approximate four-inch diagonal tear in the left corner of the center panel has been repaired by means of clear tape on the front. The right panel is completely detached from the center panel, but like most of the small faults, this has no impact whatsoever on its display value. The left and center panels are attached by means of masking tape on the reverse. An approximate one-inch diameter hole appears in the top left portion of the center panel, as do a few smaller holes along the border areas, all of which are the result of the piece having once been hung on the wall by means of large tacks (a circular indentation created by the tack head surrounds most of the holes). A few minor, unobtrusive stains are also visible. Despite the flaws, all of which could easily be addressed by professional restoration if desired, the piece displays beautifully as is (just as it has in the advanced collection in which it has resided for many years) and has a magnificent general overall Excellent appearance. Framed to total dimensions of 45.5 x 36 inches. Reserve $1,000. Estimate (open). SOLD FOR $7,110

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