Sunday, September 30, 2012

Milwaukee Tavern Scorecard - August 24, 1944

Today we present another in our series of Milwaukee tavern cards. This example, dating from August 24, 1944, is different than the others we've seen; labeled "SPORTS FLASH", it was published by Lincoln Press at 608 West Lincoln Avenue in Milwaukee.

This card is significantly larger than the cards printed by the B.F. Steinel Publishing Company, 12x18 rather than Steinel's 11x14.

It's also chock-a-block with ads, mostly for taverns, restaurants and bowling alleys. The more-or-less permanent content (the ads) are printed in blue ink, with the scores and other rotating content in black.

I'm intrigued by the ad for Starks on South 16th Street ("AIR CONDITIONED: Not Above 70 at any time"). What do you suppose "Modern Old Time Dancing" is?

Although most of the SPORTS FLASH ads are simple text, the editors do an amazing job separating them with borders and type treatments. What could be a simple list or an impenetrable mess is easily distinguishable.

There are a few design gems, including these ads for the Club Oasis and Cardinal Club, anchoring the lower-left corner of the tavern card:

According to these standings, the Brewers were then at 89-41, eight games in the lead for the American Association pennant. Under skipper Casey Stengel, they would indeed capture the flag for Borchert Field by season's end.

The American and National Leagues had an open day on their schedule, so the fellas at Lincoln Press had some space to fill with "a little of this and that":

The "advance dope" on the World Series was correct; the two St. Louis teams met in the Fall Classic, the last time to date that every World Series game was played in the same ballpark, the Browns-owned Sportsman's Park.

On the other hand, Babe Ruth was wrong about floodlight baseball. By this point, evening games were well-established in the sport (the Brewers had been playing under Borchert Field's permanent lights for almost a decade) and would become the norm, boosting baseball rather than killing it.

Adding to the personality is a sidebar entitled "The Chatterbox":


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