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| Text on Button | Keep this Button! D 7462 CASH PRIZES SEE COMIC PAGES daily Los Angelese Evening Herald & Express |
| Image Description | Cartoon illustration of a man in a bowler had smoking a cigar. Black text on a green background. |
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| Additional Information | In 1931, the Los Angeles Herald & Express was formed when two historic newspapers, the Los Angeles Daily Herald and the Los Angeles Evening Express, combined to become the largest evening newspaper in circulation on the West Coast. This button—featuring Moon Mullins, an early 20th century comic strip character, directing the owner to "Keep this Button!"—was an advertisement (and likely an entry) for a sweepstakes or contest. Touting “Cash Prizes,” readers were encouraged to check the comic pages of the Los Angeles Herald & Express daily to see if their button had the winning number. While the ad is lost to time, the sweepstakes was likely part of an effort to advertise the newly merged newspaper conglomerate and to bring in new readership. |
| Sources |
Clayman, A. (2024). Green Duck Company, est. 1906. Chicago Museum. http://www.madeinchicagomuseum.com/single-post/green-duck-co/ Lansdown, M. (2011). Los Angeles Herald and Express Pinbacks. https://pinbacks.com/pages/losangeleseveningheraldandexpress.html Library of Congress. (n.d.). Los Angeles Evening Herald and Express Los Angeles Calif. -1950. https://www.loc.gov/item/sn85041092/ Nineteen-Thirteen. (n.d.). 1930s Little Orphan Annie, Contest Pinback, Los Angeles Evening Herald & Express [eBay listing]. eBay. https://www.ebay.com/itm/365162425401 Randd Thrifts. (n.d.). 1930s Little Orphan Annie Contest Pinback Los Angeles Evening Herald & Express [eBay listing]. eBay. https://www.ebay.com/itm/404620979786 |
| Catalog ID | AD1149 |