1890
IT HAPPENED IN…1890
Typical education consisted of grammar school and
one or two years of high school.
Congress added the states of Wyoming and Idaho,
and also created Oklahoma Territory.
A lack of safety regulations resulted in almost
10,000 Americans dying due to railroad accidents.
Seventh Cavalry troops killed 300 Sioux men,
women, and children at the Battle of Wounded Knee.
The J. Ottmann Lithography Company in New York City
supplied this stock trade card.
The front is marked “PUBLISHED & COPYRIGHT 1890 BY CHAS. E.
HIRES. PHILADELPHIA,, PA.”
(Figure
1890-01, “It Cured My Cold!” trade card, front, 3.0” x 5.0”)
(Figure
1890-01, “It Cured My Cold!” trade card, back, 3.0” x 5.0”)
The image of a young girl pictured on the front of the “It Cured My Cold!” trade card was reused for this die-cut, cardboard sign. There’s no easel on the back, and no pre-punched hole to facilitate wall hanging, so it isn’t known how the sign was used. The lack of printed publishing details or advertising other than the Hires’ Cough Syrup carton the girl is holding raises the possibility the sign may be either a fantasy or fake item.
(Figure 1890-02, die-cut, cardboard sign,
12.5”)
During 1890 Hires expanded his marketing approach to
include the use of penny postcards.
This example was mailed to a Morganville, New York resident, most
likely by a local druggist or storekeeper in an effort to drum up
additional business.
(Figure 1890-03, penny
postcard, front, 3.0” x 5.0”)
(Figure 1890-03, penny
postcard, back, 3.0” x 5.0”)
(Figure 1890-04, Hires Cough
Cure bottle)
This pocket mirror measures 1.75" in diameter.
(Figure 1890-05, pocket
mirror, advertising side)
(Figure 1890-05, pocket
mirror, mirror side)
The J. Ottmann Lithographing Company produced this
5.5" x 3.5" trade card entitled “WHAT! NEVER TASTED HIRES’ ROOT BEER?
YOU’VE MISSED A TREAT.
WE KEEP IT HERE.”
The young girl pictured is holding a Hires’ Improved Root Beer package
in her right hand, while her left hand holds a saucer and a full glass
of root beer with a foamy head on it.
The back also reminded readers “If you have a cough or cold take
HIRES’ COUGH CURE.”
(Figure
1890-06, “What?
Never tasted Hires Root
Beer?” trade card, front)
(Figure
1890-06, “What?
Never tasted Hires Root
Beer?” trade card, back)
The young girl’s image was also used for a cardboard sign. The background is unknown, as someone used scissors to trim the sign, leaving only the girl's 12.0" x 5.0" image.
(Figure
1890-06.5, cardboard sign, unknown dimensions)
This beautiful paper, folding fan
advertises both Hires’ Improved Root Beer and Hires’ Cough Cure.
It measures 8.0” x 14.0” when fully opened.
The advertising copy on the back reads “HIRE’S ROOT BEER PACKAGE
makes five gallons of a delicious sparkling temperance beverage.
The best blood purifier and tonic in the world.
SOLD EVERYWHERE.”
(Figure 1890-07, paper folding fan, front, 8.0” x 14.0”)
(Figure 1890-07, paper folding fan, back, 8.0” x 14.0”)
This “HOLD TO THE LIGHT” trade card was also produced by the J. Ottmann
Lithography Company.
Shining a light thru the card from the back causes the sleeping girl’s
eyes appear to open, a Hires’ Cough Cure carton to materialize and, not
surprisingly, this advertising copy emerges: “HOW LOVELY I FEEL THIS
MORNING AFTER TAKING HIRES’ COUGH CURE.”
(Figure 1890-08, “Hold to the
light’ trade card, front)
(Figure 1890-08, “Hold to the
light’ trade card, back)
For the second consecutive year, one of Hires’
mid-year giveaway items was a pocket-sized, bound memo pad that included
a July 1890 – June 1891 calendar.
(Figure 1890-09, memo pad, front cover, 4.25” x 2.375”)
(Figure 1890-09, memo pad,
inside front cover)
(Figure 1890-09, memo pad,
calendar on back of memo pad)
(Figure 1890-09, memo pad,
inside back cover)
The engraved brass plate affixed directly below the
beveled mirror on the front of this oak cooler and dispenser reads
IMPROVED FOUNTAIN HIRES ROOT BEER.
The unit features considerable detail including lathe-turned
carvings.
(Figure 1890-10, oak cooler
and dispenser, front, 26.0” x 31.0” x 35.0”)
Hires continued to advertise in the most popular magazines with nationwide distribution.
(Figure
1890-11, Ladies’
Home Journal, August 1890)
Charles E. Hires penned this three page letter to a friend August 18, 1890:
(Figure 1890-12, Charles E.
Hires personal letter August 18, 1890, page 1 of 3)
(Figure 1890-12, Charles E.
Hires personal letter August 18, 1890, page 2 of 3)
(Figure 1890-12, Charles E.
Hires personal letter August 18, 1890, page 3 of 3)
(Figure 1890-14, C. E. Hires
business card with facsimile signature, 3.25” x 1.75”)
(Figure 1890-15, Charles E.
Hires’ stock business card, 3.25” x 1.75”)
(Figure 1890-16, envelope
mailed by Charles E. Hires October 17, 1890)
Charles E. Hires sent this letter to his brother, George, on October 17, 1890
(Figure 1890-17, Charles E.
Hires personal letter October 17, 1890, page 1 of 2)
(Figure 1890-17, Charles E.
Hires personal letter October 17, 1890, page 2 of 2)
Charles E. Hires sent this letter to a friend on
December 24, 1890:
(Figure 1890-18, Charles E.
Hires personal letter December 24, 1890, page 1 of 4)
(Figure 1890-18, Charles E.
Hires personal letter December 24, 1890, page 2 of 4)
(Figure 1890-18, Charles E.
Hires personal letter December 24, 1890, page 3 of 4)
(Figure 1890-18, Charles E.
Hires personal letter December 24, 1890, page 4 of 4)
Charles E. Hires Company sales for 1890 were listed as 1,298,000
bottles. Hires’ 1891 pocket
calendar elaborated on 1890’s sales, specifying “REMEMBER HIRES’ ROOT
BEER has now reached the largest sale of any temperance drink in the
world. 6,480,000 gallons
drank last year. Equal to
32,540,000 quart Champagne bottles.”