NEW PRODUCTS: The Match Kings

Most people think that matches are useful only to start fires and light cigarettes. But not St. Louis' Rosenberg brothers. They think that the chief purpose of match books is to carry advertising. By selling this idea to big & little businessmen, the Rosenbergs have made their Universal Match Corp. the second biggest U.S. matchmaker (first: Diamond) with a gross of $12 million last year.* Last week President Adolph Rosenberg, 61, hailed a new Universal product as the first major innovation in match books in almost 60 years. The product: a match book with a waterproof striking strip...

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