Streeter Blair and the Superman-Tim Club
Elwin Streeter Blair was a marketing executive who later became a prominent
folk painter in the American Primitivism movement. In June 1914, he left his
job as principal of Junction City High School in Kansas and opened "The
Quality" Streeter Blair Clothes Shop.
.png "Streeter Blair (July 1932)")
Streeter Blair (July 1932)
To promote the latest arrivals, Blair created newspaper ads with a cartoon dog
named Pup. Unbeknownst to Blair at the time, a "pup" was retail jargon for an
unpopular item. "The Quality Pup" first appeared in
The Junction City Daily Union on August 3, 1914.
On September 4, 1915, "The Quality" reopened in Fort Scott. A metal Pup sign
hung over the entrance on South Main Street. Blair would cut and copy an image
of Pup saying something unrelated to clothing for newspapers ads. The campaign
drew criticisms from The Clothier and Furnisher. The comic began
as a hobby for Blair, but the mascot proved to be effective with local boys.
In August 1921, Streeter Blair was hired by Blach's in Birmingham, Alabama, to
produce a series of Pup clothing ads. That winter, he met Herb Woolf of Woolf
Brothers in Kansas City, Missouri. Woolf hired Blair as director of
advertising and mail-order operations. Blair asked Woolf Brothers artist
George L. Cartlich to draw the face of a twelve-year old boy that he named
Tim.
A prototype Tim and Pup booklet was sent to The Boys' Outfitter.
The editor expressed interest, but Blair rejected the offer, opting to create
an in-house magazine for Woolf. On February 28, 1922, Tim and Tim's Pup first
appeared in The Kansas City Star. The ad attracted 200 subscriptions
within two days.
The first issue of The Knicker was released to Woolf Brothers customers
on March 1, 1922. The black and white pamphlet features cartoons by Cartlich
and clothing advertisements for the boy spring line. According to Blair, the
early mimeographed booklets were "not much larger than a little postcard size,
eight pages on cheap paper." By fall of 1922, The Knicker was being
distributed in Wichita and Lawrence as Woolf Brothers expanded operations.
Blair created a targeted mailing list from customer data already on file.
Every boys suit sold at Woolf Brothers included an alteration tag with a name
and address. Blair installed an addressograph and soon built a list of 20,000
men and boys classified by age, purchase history, and occupation. Each Woolf
Brothers booklet included a personalized letter from Tim. For many boys, Tim
letters were the first piece of mail they had ever received.
In October 1922, The Knicker was released to Peckham's in Lawrence,
followed by Degen's in Pittsburg, Kansas, in March 1923. The price was 2 cents
per issue. Blair left Woolf Brothers to syndicate his "Pup-licity" campaign
nationwide. He hired George Cartlich to provide the illustrations and printer
Raymond M. Havens.
In July 1924, the Havens-Blair-Cartlich Company relaunched The Knicker: The Boy's Own Magazine. The one-color booklets are eight pages including covers, and each measure
3.875 x 6.75 inches. The monthly releases do not contain numbering or volume
information. The early issues of The Knicker were printed at the
Graphic Arts Building in Kansas City.
To bolster the mailing list, Blair created Tim's
Pie Eaters Club
in January 1925. According to Blair, members would grow up to become
professional leaders. Instead of being cake eaters, they were "Pie Eaters."
Early issues of The Knicker include biographies of prominent
businessmen in Kansas City. The Pie Eaters Club distributed membership
buttons, code books, coins, and premium items through contests and regional
promotions.
In February 1927, the Havens-Blair-Cartlich Company opened a second office in
New York City. Blair created a second Tim magazine for high schoolers
titled Style Coach. Tim retailers distributed Style Coach magazines from October
1927 to December 1929.
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In March 1929, Blair partnered with a hat salesman named Herman Samuel
Kominetzky, better known as Kay Kamen. In July, The Knicker was
subtitled "Official for Pie Eaters." Blair and Kamen worked with Our Gang creator Hal Roach to
promote "The Little Rascals" film series. The team toured the United States in
a Chrysler REO Flying Cloud that read "Tim's Flagship" on the spare wheel
cover.
.png "Kay Kamen, Camille Blair, Streeter Blair (c. 1929)")
Kay Kamen, Camille Blair, Streeter Blair (c. 1929)
By December 1929, The Knicker was being distributed to around
500,000 members in over 200 cities. Blair later boasted that some retailers
had built entire departments around Tim's Official Store. In January 1930,
The Knicker was expanded to 12 pages. Blair and Kamen moved to
California and more of Tim's Stores began appearing throughout the state.
In August 1930, Kamen-Blair, Inc. released a new magazine for young girls
titled
Ruffles and Betz. Ruffles the Ragdoll was created by Streeter's wife,
Camille Blair, and Betz was named after their daughter Betsy. Ruffles' Club
for Girls appeared in department stores nationwide and giant ragdolls were
made to display in storefront windows. The booklet was retitled
Ruffles and China Cat in June 1934, and Ruffles and Chaulkey in
July 1934.
In May 1932, Tim Stores began distributing premium coupons in the form of play
money. Tim's Official Redbacks were printed in denominations of one, five and
ten. Redbacks could be redeemed for various premiums in Tim's catalogue:
"Guaranteed to be good for something." Tim's Official Redbacks measure 2 x 5
inches. The first series of Redbacks from 1932–1933 are copyrighted "K B" by
Kamen-Blair, Inc. The second series of Tim Redbacks was distributed from
1933–1944 with no copyright information.
.png "L–R: Gunther Lessing, Harry Hammond Beall, Walt Disney, Kay Kamen, Streeter Blair, Roy O. Disney (July 1932)")
L–R: Gunther Lessing, Harry Hammond Beall, Walt Disney, Kay Kamen, Streeter
Blair, Roy O. Disney (July 1932)
On July 1, 1932, Kamen and Blair signed a contract with Roy O. Disney that
granted exclusive merchandising rights for Mickey Mouse and Silly Symphony
characters. The same marketing strategies used for Tim were applied to Mickey.
The first printing of Mickey Mouse Dollars were copyrighted "K-B INC" in 1932.
The most popular license from Kamen-Blair was the first Mickey Mouse
wristwatch by Ingersoll-Waterbury.
Tim interviewed Mickey in the August 1932 issue of
The Knicker, and Ruffles interviewed Minnie in the November 1932
issue of Ruffles. Mickey appears in the December 1932 issue of
The Knicker and Tim says, "When Kay Kaman arrived in New York to
take care of 'Mickey Mouse,' a good man KAM-EN." The March 1933 issue of
The Knicker features Mickey announcing new Kaynee clothing arrivals at
Tim's Store.
Kamen-Blair published the first three issues of
Mickey Mouse Magazine from January–March 1933. The 16-page digest
format of comics and stories was modeled after The Knicker,
although Blair had no editorial input. The first issue features Ruffles
the Ragdoll on the cover and a two-page Ruffles story. The entire booklet was
later reprinted in Walt Disney's Comics and Stories #601 (February
1996).
.png "Kay Kamen, Walt Disney, Streeter Blair (July 1932)")
Kay Kamen, Walt Disney, Streeter Blair (July 1932)
Kamen used the advance royalties to open new offices in Paris and New York.
Blair was not interested in Mickey and Kamen was no longer selling Tim
magazines. Blair offered to trade his half of the Disney deal for $5,000 and
full ownership of the Tim brand. Blair told Kamen, "If you ever get hungry,
you can come to me." Kay Kamen served as the sole merchandising agent for Walt
Disney over the next 17 years, establishing Mickey Mouse as a global icon.
In April 1934, The Knicker was retitled Tim's Official Magazine.
Tim appeared in radio syndication from August 1936 until 1939 in
Tim's Rancho Adventures. The 26-part serial was written by Streeter
Blair based on his own ranch experience in California. The show was produced
by Samson R. Diamond of Frankel-Kay-Diamond, Inc. and the 15-minute episodes
were recorded at Associated Cinema Studios in Hollywood. Transcription discs
were distributed to radio stations nationwide. The stories are set on a spooky
ranch with Tim and his older friend Scotty. Desmond's built a corral in the
boys department to promote the series.
Frankenberger's in Charleston, West Virginia, sponsored Tim's Franco Club. In
August 1937, Carlos Ashley joined the Franco Club and was promised a free
birthday pie for life. In 1943, Ashley left to serve in
World War II and the
pies stopped coming. Ashley rediscovered the membership letter 40 years later
and decided to contact the store. On May 4, 1983, Frankenberger's delivered 40
pies to Ashley, baked by secretary and controller Maria Curry. Ashley shared
the pies with coworkers and a local home for boys.
The Joan and Ginger Club for Girls was launched in September 1939 to replace
Ruffles. Joan and Ginger's Magazine was published by Samson R. Diamond
and Diamond Sales Corp. Clare McCanna served as chief artist and art director.
The early booklets were edited by Natalie Morgan. Author and illustrator
Rosalind Welcher later joined as editor.
In October 1939, Detective Comics owners Harry Donenfeld and Jack Liebowitz
established Superman, Inc. Following the success of
"Superman Day"
with Macy's and
other department store tie-ins, Superman and Tim teamed up to advertise boys
clothing. Tim Promotions, Inc. began marketing the Superman-Tim Club in July
1942. The first issue of Superman-Tim magazine is dated August 1942.
The debut features a promotional image from the animated
Superman series by Fleischer Studios and Paramount Pictures. The first
issue includes a two-page preview from Action Comics #53 (October
1942). "The Man Who Put out the Sun!" is signed as
Jerry Siegel and Joe Shuster. The art was penciled by John Sikela and inked by George Roussos. Various
issues included comic book previews or original
Superman-Tim stories. The Superman-Tim logo was
designed by Ira Schnapp.
Each member received a monthly magazine, a button pin, and an official membership card. The membership cards contain a secret code used to decipher
club messages. Unlike the
Supermen of America Club, a new card and code was issued to Superman-Tim Club members every
September. Various retailers mailed a Superman-Tim birthday postcard and
Christmas card each year. Some participating stores offered a free birthday
pie.
Superman Redbacks were distributed from 1944–1950 in denominations of one,
five, and ten. Superman Redbacks measure 2.5 x 5.5 inches. The coupons could
be redeemed for premiums such as a Superman-Tim Secret Code ring.
In 1948, Snellenburg's of Philadelphia reported "28,770 boys registered in the
Superman Tim Club and 23,772 girls in the Joan and Ginger
organization. Superman-Tim comic stories were also printed
in various issues of Joan and Ginger's Magazine.
In
Direct Comments: Comic Creators In Their Own Words
by Paul Kupperberg, writer and editor
Dennis O'Neil
recalled, "I won a short story contest sponsored by the Superman-Tim Club. I
wonder if that didn’t doom me to a life of comic book writing.” The March 1950
issue of Superman-Tim lists O'Neil as a November 1949 contest winner.
Superman-Tim distributed eight different sets of collectible "Poster Stamps" from September 1942 to September 1949. The stamps contain messages that are deciphered with yearly code cards. A new stamp was included with each monthly issue.
There are 94 issues of Superman-Tim. All issues are at least 16 pages,
including the covers. Months that feature a Superman-Tim comic are
24–36 pages. Superman does not appear in the final two issues dated April and
May 1950. Superman-Tim birthday postcards were mailed to members as late as
October 1950.
In 2008, an official reproduction of the March 1949 issue
of Superman-Tim was included with The DC Vault: A Museum-in-a-Book featuring Rare Collectibles from the DC
Universe.
The magazine was retitled Tim from June to December 1950, and stories
focused on baseball players. Tim code cards continued to be distributed each
September. Beginning in 1950, a fourth series of Redbacks were distributed
featuring an updated image of Tim. The fourth series of Redbacks retained the
same design and pentagonal emblem.
The sales campaign briefly rebranded as Gene Autry-Tim, and the series was
retitled Gene Autry Champions Magazine from December 1950 to July 1951.
"The Singing Cowboy" Gene Autry made guest appearances at Tim retailers during
a 37-city tour from January 13 to February 18, 1951. The event displays
included a corral and over 250 cowboy figurines.
In August 1951, the magazine was relaunched as Tim Tomorrow. The Space
Age theme placed Tim in the secret city of X-L4. The final run of the series
was titled Tim Magazine for Boys from 1958–1967. The
black-and-white format showcased celebrities from film and television. The
November 1966 issue features a rare cover appearance of Bruce Lee
demonstrating a kick.
As the Superman-Tim partnership came to an end, Streeter Blair devoted his
time to antiques, baking bread, and oil painting. His primitive folk style of
rural Americana scenes quickly became popular around the world. Blair
completed over 369 different works. In 1958, six Blair paintings were
selected for the Smithsonian Institution Traveling Exhibition in
Europe. In June 1964, actor Vincent Price purchased an entire Blair
exhibit for Sears, Roebuck & Co.
.png "Streeter Blair, Spring landscape (1965)")
Streeter Blair passed away in Beverley Hills on November 3, 1966, at the age
of 78. The final issue of Tim Magazine for Boys is dated
March 1967, 45 years after the first appearance of Tim. The copyright was not
renewed and Tim has mostly been forgotten by time.
An article about Streeter Blair painting late in life was published in the
March 21, 1969, issue of TIME magazine. "Streeter Blair's
America, 1888–1966: A Retrospective Exhibition" was shown at the Sari-Heller
Gallery in Beverley Hills from February 26 to March 30, 1974.
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"40 Year Debt, State Clothing Firm Honors Pie Request." Mineral Daily News-Tribune. 5 May 1983, p. 2-2.
"Among the Buyers." The Boys' Outfitter, vol. 4, no. 11, July 1922,
p. 49.
Bass, Louis. "The Ad-Man's Opinion." The Clothier and Furnisher, November 1918, pp. 62
"Blair gets Katz Store." Fort Scott Daily Tribune-Monitor, 18 August 1915, p. 2.
Blair, Streeter. Interview by Elizabeth I. Dixon and Donald J. Shippers. Primitive Painter Of The West, vol. 1–2. Oral History Program, University of California at Los Angeles, 1975.
"Cartlich Returns." Advertising Age, vol. 9, no. 11, 14 March 1938, p. 27.
"Frankenberger Anniversary Jubilee Starts Today." Charleston Gazette, 28 August 1935, p. 4.
"Join Now! Hale's Tim and Ruffles Clubs." Hale Bros., advertisement, San Jose News, 31 August 1931, p. 3.
Hall, S. Roland, and Richard M Boren. Retail Advertising and Selling: Advertising, Merchandise Display, Sales-planning, Salesmanship, Turnover and Profit-figuring in Modern Retailing. McGraw-Hill Book Company, Inc., 1924, p. 540.
"Head of 'Pie Eaters' Visits." The Times [Shreveport], 14 December 1929, p. 9.
Heller, Frank R. Streeter Blair's America, 1886–1966: A Retrospective Exhibition. Sári Heller Gallery, Ltd., 1970.
Housman, Eva M. "Cashing in on characters from the comics, stage and screen." Printer's Ink, vol. 212, no. 12, 21 September 1945, pp. 25–25.
Hixon, H. P. "Criticisms of Advertisements." The Clothier and Furnisher, November 1914, pp. 66–68.
Kamen, Kay. Letter. The Postage and Mailbag, vol. 17, no. 9, September 1929, p. 792.
"Late Starter." TIME, vol. 93, no. 12, 21 March 1969.
McNally, E. Evalyn Grumbine. How to Advertise, Sell, and Merchandise Through Boys and Girls. McGraw-Hill Book Company, Inc., 1938, p. 344.
"Mickey Mouse's Fourth Birthday finds Organization Worldwide." Motion Picture Herald, vol. 109, no. 1, 1 October 1932, p. 42.
"New Periodicals." Variety, 28 June 1939. p. 52.
Pasko, Martin. The DC Vault: A Museum-in-a-Book featuring Rare Collectibles from the DC Universe. Running Press, 2008.
"Pie Request May be Honored." Mineral Daily News-Tribune. 27 April 1983, p. 11.
"Pup" Blach's, advertisement, The Birmingham News, 24 August 1921, p. 3.
"Retailers get DeLuxe Displays for Gene Autry Tour." Boxoffice, vol. 58, no. 12, 20 January, 1951, p. 27.
"Separate Boys' Store a Success." The Boys' Outfitter, vol. 1, no. 5, January 1920, p. 52.
"Streeter Blair." A Group of Natural Painters. Galerie St. Etienne, April 1952.
"Streeter Blair." Look, 18 May 1954. pp. 126–129.
Terhune, Harry R. "Buy Shoes and Join the Pie Eaters Club." Boot and Shoe Recorder, vol. 91, no. 26, 10 September 1927, p. 45.
"The Knicker" Peckham's, advertisement, Lawrence Daily Journal-World, 13 October 1922, p. 4.
"The Knicker" Woolf Brothers, advertisement, The Boys' Outfitter, vol. 4, no. 9, May 1922, pp. 20–21.
"The Knicker" Woolf Brothers, advertisement, The Kansas City Star, 28 February 1922, p. 3.
"The 'Pup' Best Trade-Mark." The Fort Scott Tribune-Monitor, 12 February 1921, p. 1.
"The Quality" Streeter Blair, advertisement, The Junction City Daily Union, 3 August 1914, p. 6.
"The Quality" Streeter Blair, advertisement, The Fort Scott Republican, 30 August 1915, p. 8.
"Uncle to 50,000." Radio and Television Mirror, vol. 30, no. 4, September 1948, p. 18.
"Very Clever Advertisement." Junction City Sentinel, 12 November 1914, p. 1.
Bass, Louis. "The Ad-Man's Opinion." The Clothier and Furnisher, November 1918, pp. 62
"Blair gets Katz Store." Fort Scott Daily Tribune-Monitor, 18 August 1915, p. 2.
Blair, Streeter. Interview by Elizabeth I. Dixon and Donald J. Shippers. Primitive Painter Of The West, vol. 1–2. Oral History Program, University of California at Los Angeles, 1975.
"Cartlich Returns." Advertising Age, vol. 9, no. 11, 14 March 1938, p. 27.
"Frankenberger Anniversary Jubilee Starts Today." Charleston Gazette, 28 August 1935, p. 4.
"Join Now! Hale's Tim and Ruffles Clubs." Hale Bros., advertisement, San Jose News, 31 August 1931, p. 3.
Hall, S. Roland, and Richard M Boren. Retail Advertising and Selling: Advertising, Merchandise Display, Sales-planning, Salesmanship, Turnover and Profit-figuring in Modern Retailing. McGraw-Hill Book Company, Inc., 1924, p. 540.
"Head of 'Pie Eaters' Visits." The Times [Shreveport], 14 December 1929, p. 9.
Heller, Frank R. Streeter Blair's America, 1886–1966: A Retrospective Exhibition. Sári Heller Gallery, Ltd., 1970.
Housman, Eva M. "Cashing in on characters from the comics, stage and screen." Printer's Ink, vol. 212, no. 12, 21 September 1945, pp. 25–25.
Hixon, H. P. "Criticisms of Advertisements." The Clothier and Furnisher, November 1914, pp. 66–68.
Kamen, Kay. Letter. The Postage and Mailbag, vol. 17, no. 9, September 1929, p. 792.
"Late Starter." TIME, vol. 93, no. 12, 21 March 1969.
McNally, E. Evalyn Grumbine. How to Advertise, Sell, and Merchandise Through Boys and Girls. McGraw-Hill Book Company, Inc., 1938, p. 344.
"Mickey Mouse's Fourth Birthday finds Organization Worldwide." Motion Picture Herald, vol. 109, no. 1, 1 October 1932, p. 42.
"New Periodicals." Variety, 28 June 1939. p. 52.
Pasko, Martin. The DC Vault: A Museum-in-a-Book featuring Rare Collectibles from the DC Universe. Running Press, 2008.
"Pie Request May be Honored." Mineral Daily News-Tribune. 27 April 1983, p. 11.
"Pup" Blach's, advertisement, The Birmingham News, 24 August 1921, p. 3.
"Retailers get DeLuxe Displays for Gene Autry Tour." Boxoffice, vol. 58, no. 12, 20 January, 1951, p. 27.
"Separate Boys' Store a Success." The Boys' Outfitter, vol. 1, no. 5, January 1920, p. 52.
"Streeter Blair." A Group of Natural Painters. Galerie St. Etienne, April 1952.
"Streeter Blair." Look, 18 May 1954. pp. 126–129.
Terhune, Harry R. "Buy Shoes and Join the Pie Eaters Club." Boot and Shoe Recorder, vol. 91, no. 26, 10 September 1927, p. 45.
"The Knicker" Peckham's, advertisement, Lawrence Daily Journal-World, 13 October 1922, p. 4.
"The Knicker" Woolf Brothers, advertisement, The Boys' Outfitter, vol. 4, no. 9, May 1922, pp. 20–21.
"The Knicker" Woolf Brothers, advertisement, The Kansas City Star, 28 February 1922, p. 3.
"The 'Pup' Best Trade-Mark." The Fort Scott Tribune-Monitor, 12 February 1921, p. 1.
"The Quality" Streeter Blair, advertisement, The Junction City Daily Union, 3 August 1914, p. 6.
"The Quality" Streeter Blair, advertisement, The Fort Scott Republican, 30 August 1915, p. 8.
"Uncle to 50,000." Radio and Television Mirror, vol. 30, no. 4, September 1948, p. 18.
"Very Clever Advertisement." Junction City Sentinel, 12 November 1914, p. 1.
