1916 Ware's distribution

[nolemmings]

A year ago I discovered that Ware's began distributing its m101-4 cards (also called h801-9) on May 27, 1916, and thought I would share that info. I found a site that had several years of the New Rochelle Pioneer newspapers, from 1882-1919. The weekly paper was published on Saturdays, cost a nickle, and contained eight pages. The news coverage appeared very localized, likely because larger news was readily available in the New York city papers. Rarely was there any mention of the national or international news, and I saw not one box score or write-up of any big league games.

In 1916, Ware’s took out a fairly large ad (about 1/5 page) that always seemed to land on page five, bottom right corner. I searched every Saturday’s edition from April 1 through September, 1916 for ads promoting the cards, and my patience was rewarded exactly once. The May 27, 1916 ad shows that Ware’s Basement, like many other department store sponsors of m101 cards, were issued in series of twenty cards. The cost was three cents per series, no purchase required. The ad depicted but did not identify Ray Schalk’s card, and did not name any specific player who would be included. It confusingly states the promotion will begin “next Saturday” but then later says it starts May 27–the date the ad appeared. Here it is: