The 1947 Homogenized Bond Bread inserts and Cards and Photos from the era with like and similar pictures.
APPENDIX A – Part Five (Working)
5. Perforated printed two-sided cards with Sports, Hollywood and Cowboys pictured.
This set consists of 48 cards printed on two sheets of 24 each. Twenty two of the cards per sheet have pictures on both sides. The two others were printed with a picture on one side and half of the sheet description in text on the other. A look at that side of a sheet with description placed right-side up will show the sheet has three vertical rows of perforations and five horizontal running fully through the sheet with its edges imperforate (straight edges). Thus the corner cards are perforated on two adjoining sides, while edge cards are perforated on 3 sides , and those in the middle perforated all around (all four sides). The three side perforated cards that are not perforated on a short side come from the top and bottom of the sheet, while those not perforated on the long side are cards from the left and right sides of the sheet. Again, if looking at the side with the descriptive text reading rightside up, the two adjoining text backs appear in the middle of the second row from the bottom as part of the bottom twelve cards all facing rightside up. The upper twelve cards are printed up-side down to the bottom half , so that if you turned that side of the sheet 180 degrees they would be right-side up at the bottom with the 12 containing the descriptive text upside down.
The most famous card from this set is the one that appeared in a 2011 Bob Lemke blog. The unidentified card he pictured is Randolph Scott with the other side the righthand half of the printed descriptive text. That card was rubbered stamped “HESS SHOES.” Bob Lemke's picture has been used by many since to describe the set and thereby is sometimes mistakenly named the “Hess Shoes Set.”
Description text cards were issued without the “HESS SHOES” stamping. Other than a duplication of the exact picture provided by Lemke, I have been unable to find another one of the same card or any other card with the “HESS SHOES” stamping. That does not mean that Hess Shoes was not actively engaging in the promotion of similar pictures at other times. Shown below are part of a Hess Shoes pre-WWII promotion.
We have reconstructed one of the two 24 card sheets of the two-sided printed perforated cards and are working on the second. Below are scans of cards that we cannot definitively attribute to its other side. These pictures below may include both the front and the back of the same card, but again we cannot say which are matching or which pictures may be missing. In other cases, the scans need to be upgraded. I would personally appreciate anyone who will match any of these cards to a picture or provide a picture of a missing side for any of the pictured cards.
More on other sets to come.
Copyright 2020, by Michael Fried, P.O. Box 27521, Oakland, California 94602-0521