cardboard what-cha-ma-call-its?

17 Mar

The four items pictured below came from that pile of comic strip ephemera in a cupboard in the home of August Derleth that is, at The Place of Hawks in Sauk City, Wisconsin. They are 5″ x 5″ pink cardboard ads for comic strips to be used as advertisement to be run in the Newspapers before the comic actually appeared in the Sunday section. I am told they are quite collectible and rare, but the name associated with them is so far lost on me. The first three are for Toonerville Folks 11-27, 11-28 and 11-30. They appear to have been created by F. Rox for the McNaught Syndicate, Inc. The fourth (5″ X 7″) appears to be an add for “Cordell Hull” a strip for TRUE COMICS. There appears to be a space left for “name of newspaper” in the bottom right column.


3 responses to “cardboard what-cha-ma-call-its?

  1. Robert Pohle

    March 18, 2011 at 7:48 am

    Fantastic! It should be “F.Fox” for Fontaine Fox, who created this classic comic.

  2. John Weber

    March 26, 2011 at 2:22 pm

    If I recall correctly, the term for these items is “matrix” or “matrice”. It is a mold from which metal type (remember metal type?) is made.

  3. Phil N.

    March 1, 2014 at 2:34 pm

    John Weber is correct. They are more commonly called “stereotype matrices” or “mats” and they were sent out by the syndicates that handled the licensing for the comics to the subscribing newspapers so that the metal letterpress plate could be made from them. You can read more about the whole process of the mechanical production of four-color Sunday comics on my blog post: Best wishes…!


Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s

%d bloggers like this: