ADVERTISING: Frenzied Flashes

As every American boy within earshot of a radio knows, Cowboy Tom Mix's* wondrous compass-magnifying glass may be obtained for only 15¢ and one Shredded Ralston box top. The same price plus one box top of General Mills' Kix will bring the "awe-inspiring" atomic-bomb ring with its "concealed observation lens."

Such frenzied advertising flashes, emitted largely by the radio and Sunday newspaper comic section ads, have heralded the postwar return of "premiums," the somewhat mysterious business in which everything from atomic rings to nylon stockings can be bought at cut prices with the proper number of box tops, soap wrappers,...

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