This weekend inaugurate a new feature here on the blog, about a subject near and dear to my house: letterheads! I love fishing tackle ephemera, and so every Saturday we'll feature a new letterhead along with a brief discussion about the artwork and the content.
This week we are featuring a 1929 South Bend Bait Company letterhead featuring Louis Paeth's iconic artwork "Fish and Feel Fit." It's a colorful and interesting letterhead (I wonder if Paeth also drew the black-and-white line art in the corners). The content is pretty bland, although the fact that they printed and distributed 250,000 copies of their 1929 catalog is of real interest. Additionally, the fact that retailers could use the wholesale catalog to procure tackle for their customers was an interesting touch.
-- Dr. Todd