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Kevin OI found this online. Unfortunately there's no date or reference, only that it's later than 1877.
For an image of the ad page and a couple of nice Cabinets, go to:
http://www.hfmgv.org/exhibits/pic/2003/03_apr.asp
The Library of Congress has digitized Spalding Guides, but they begin in 1889. I think this is earlier.