A blast from auction history past: In October 2007, Mastro, via his Classic Collector Auctions, offered this incredible 1938 R83A Gum, Inc., Long Ranger Premiums Store Advertising Promo Sheet.
Unfortunately, the catalogs for these “internet-only” auction events from Mastro Auctions didn’t include an item description. However, several promo sheets have been auctioned off over the years. For example, REA sold a lot of three of them for $420 in the spring of 2015.
Here’s what they wrote about them:
Extremely rare collection of three advertising sheets, issued by Gum, Inc., in 1938, promoting the company’s “Lone Ranger” premium cards (R83A). The front of each 8 x 10-inch paper flyer pictures a montage of all five premium cards offered, while the reverse provides complete instructions for boys and girls on how to obtain them (it involved buying a lot of “Lone Ranger” Bubble Gum!). As noted on the reverse, the premium cards depict scenes from Republic Pictures’ The Lone Ranger, thus promoting the movie serial as well. While nearly all collectors are familiar with the actual premium cards, this promotional flyer is seldom encountered and is a perfect complement to any advanced R83A collection. In many ways, it represents a “sixth premium” to the set. The reason for its rarity today is obviously related to its purpose (it is an advertising piece) and limited distribution, as well as its extremely fragile nature. Printed on thin paper stock, few survived the rough handling they endured at the hands of young children as they ran from the candy store to show their parents exactly why they needed more money for “Lone Ranger” Bubble Gum. Parents too were probably quick to toss them in the trash as soon as their son’s or daughter’s interest shifted to the next “must have” premium. The offered advertising sheets were recently discovered by our consignor at a garage sale. (The entire find consisted of five examples, the other two of which were sold in REA’s fall 2014 auction.) The three advertising sheets are in Excellent condition overall, displaying only very tiny touches of wear at the corners and no creases or heavy wrinkles. This is a very rare collection of three desirable advertising pieces relating to this popular series of premiums!
As for the five-card premium set, which together can sell for well over $1k, James Watson, in his fantastic Non-Sports Bible, wrote that the set was “actually issued prior to Gum, Inc. card set, these premiums contain artwork that is not reproduced on any of the regular issue R83 cards. Attractive artwork is one attribute that certainly contributes to their popularity. The majority of premium #1 contain the hero’s mask ‘drawn in by hand,’ but is absent in this original variation. This set was originally listed as R83A in the American Card Catalog.”
Happy Collecting!
PS, here’s a larger scan so you can read the back!
