Date: Fri 21-Aug-1998

Publication: Ant

Author: JUDIR

Quick Words:

Julia

Full Text:

Nostalgic Advertising At Julia

w/4cuts

By Rita Easton

BYFIELD, MASS. -- James D. Julia of Fairfield, Me., held a three-day antique

advertising auction at the Olde Byfield Gallery on July 28, 29 and 30.

Approximately 1,500 lots were offered to an audience of about 200, with

additional phone and absentee action. The event grossed $872,302.

The high-quality pharmacy collection of the late Sam Taylor of St Louis

brought in $182,246. A second fine collection consigned by Mr and Mrs Donald

Schmitz was also offered. According to Irene Bolduc, the gallery's sales

coordinator, dispensers were the sought-after items, bringing spirited bidding

and substantial prices.

Reaching the auction high, a Hires Mettlach ceramic pitcher, standing at 8«

inches, fetched $28,750 from a bidder on the phone. It featured the Hires

trademark boy making a toast with an upraised mug that bore an image of

himself and the quote "Join Health and Cheer...drink Hires root beer."

A lime Crush dispenser brought $3,220, and a grape Crush dispenser with a

$200/300 estimate sold privately at $4,266. A Dr Swett's dispenser realized

$3,680. The lot is in the form of a tree trunk with textured bark. A reverse

painted glass sign, "Change to Rock Island & Pacific," achieved $14,375.

Twelve 27-inch discs were included with a Regina music changer in mahogany.

The floor model cabinet item was crowned with a gallery top flanked by two

finials over arched glass doors over cabinet doors. It sold at $20,987.

A pair of Jim Bowie and Davy Crockett figures made $14,375; a back bar with

mirror and Quezal shades went out at $8,050; and a Prince Albert sign with

dimensions of 25 by 19¬ inches, on tin, reached $1,265.

A point of sale display bottle standing 36 inches high, promoting

"Moxie..Nerve Food," was purchased at $1,495; a Coca-Cola 1911 pocket mirror,

2« by 1‹ inches, featuring a figure known as "Duster Girl," or "Motor Girl,"

estimated at $2/3,000, achieved $7,762; and a round, oak sign in vitrolite,

having curved corners featuring "Doe-Wah-Jack," estimated at $3/6,000, fetched

$8,912.

Two music park items amused attendees, one being a lifesized, cast-aluminum

seal on a platform bearing a "Train Bobby" sign. When plugged in, the

electrical animal moves his head realistically while bystanders attempt to

throw rings around its neck. The item went out at $1,850. A second figure of

cast aluminum, a pelican wearing a vest and jacket standing on a platform

painted with "Feed Bill," brought $1,150. The bird opens its beak to catch a

ball.

Prices quoted reflect a required 15 percent buyer's premium.