KELLOGGS COMPANY (WITH POPULAR MECHANICS MAGAZINE) - Kellogg's Junior Craftsman Blue Print for 28 Inch Model Racing Yacht

Battle Creek, MI: Kellogg's Company, 1933. Hardcover. B&W Illustrations; This is one sheet, folded three times to form a small booklet. The booklet is in Very Good condition. The outer covers have some ground-in dirt, several spots of discoloration and a previous owner's inked name. The inner covers and the blueprint itself are in clean, bright condition. There is one small edge nick / tear to the bottom edge of the booklet. "Kellogg, like other cereal manufacturers, realized that he was producing a basically generic product and the only difference between him and the competition was what could be instilled in the public’s mind by advertising. An effective tool of such thinking is the premium—and a proliferation of booklets, dolls and other lures to attract and hold consumer loyalty followed. All of this is cause for today’s collectors to rejoice because these premiums have become a hobby all of their own. Such advertising items and ephemera are now today’s highly prized and greatly enjoyed acquisitions. From the very beginning, the company distributed many different health booklets. A good example of this is “The Modern Figure”, released in 1932 and reprinted for several years afterward. These pamphlets, usually free, strongly advocated a sensible approach to health, including proper eating habits. Naturally, eating Kellogg’s cereals came highly recommended! .". Very Good .

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