Hey, pennant guys

[Domer05]

Originally Posted by ooo-ribay

Agree that those are great. The Conigliaro is less than full size, is it not? I noticed the team pennant has the same "M" we've seen before. I'm not sure if Kyle or anyone else ever nailed that down...

Glad you mention it ... the mysterious "M" mark. Well, mystery solved.

"M" stands for Madaras, Inc. Guess where they were based? Minnesota. St. Paul, to be more precise.

Like ASCO, Madaras was an acronym; although I don't believe they ever marketed themselves as anything but "Madaras," it technically stood for "Marketing and Design and Research and Sales." That's a lot of ands, isn't it? You see why they just went with "Madaras" now, right?

(ASCO technically stood for "All Sports Company"; however, they too never identified themselves externally by their full name. They used "ASCO" because it put them near the top of the telephone directory.)

As I mentioned in Pennant Fever, ASCO was founded by Lars Granberg. (By the way, thanks for the plug, Gary!) I learned recently that he had a co-founder: Lou Hough. Together, they ran ASCO through the late 1960s. Eventually they split up. Granberg took ASCO; and eventually sold it to Campbell-Mithune, a large advertising firm based in Minneapolis. Hough, on the other hand, maintained his grasp on a lucrative artificial snow making business they had built together as a side-business. (Me: why do you need to make artificial snow when you live in f---ing Minnesota!? I don't know ... but that's what happened.)

By 1973 ASCO was in the hands of Campbell-Mithune, who had by then fired Granberg and most of his cronies from the company's leadership. So, Hough started his own pennant making venture! And thus, Madaras, Inc. was formed. What's more, for 18 months, Madaras had a license to manufacture MLB pennants. The "M"-marked pennants we've been discussing were made by them.

But wait! Don't these Madaras pennants look a lot like ASCO's work?? Turns out Granberg and Hough remained the best of friends well after their business split. Moreover, Madaras' pennant making factory was located at--wait for it--Second and Chestnut streets ... in Winona. Yup. So, nobody should be too surprised that these 1973-74 Madaras pennants resemble those from the previous decade by ASCO/Button House/Idea Promotions. They were likely made by the same Winonans; using ASCO's old artwork.

Think of Madaras as, like, a short-lived re-incarnation of ASCO.

So, in 1973, there were in fact three pennant makers making pennants in Winona: (1) ASCO/BH/IP; (2) WinCraft; and (3) Madaras. I'm beginning to think Winona was the pennant capital of the world!