It is a nice premium used for advertising in the 1930s. I believe it was similar to a trade card from the 1890s in that it was available blank to be imprinted. I've seen it several times with various Wittone backs and a few times blank backed. The Sportsmans Gazette did not exist. Value is anywhere up to $50 in ok condition; I've seen it sell as low as ten bucks when not well publicized. The card is covered on p. 90 of the 5th edition of my book and as part of an expanded entry for Joe Louis premiums in the latest edition. It is also featured on this year's cover:
http://www.lulu.com/product/paperbac...0-2011/6237285