NEW HAMBURG, Canada – A Winchester cartridge board from around 1884 – one of the most sought-after examples of American sporting advertising – is an expected highlight lot in an online-only Petroliana & Advertising Auction planned for Saturday, April 23 by Miller & Miller Auctions, Ltd., starting promptly at 9 am Eastern time. Absentee and Internet live bidding will be available through LiveAuctioneers.

The monumental and historic Winchester cartridge board, which measures 38in tall by 28in wide, is a lithographed hardboard with an applied representation of one of Winchester’s earliest lines of ammunition. Few survived intact due to their size and the fact that they were often displayed in store windows and areas exposed to light. The one in the auction, in the original frame, is in untouched original condition and is expected to sell for $35,000-$50,000. All estimates in this report are given in Canadian dollars.

The auction lineup contains a wonderland of offerings for every level of petroliana and advertising enthusiast – 481 lots of fresh-to-the-market advertising signs, tins and related memorabilia from the 1890s to the 1970s. The petroliana, soda and general store advertising signs include many high-grade and seldom-seen examples.

“Advertising is one of the hottest categories of collectibles we sell,” said Justin Miller of Miller & Miller Auctions, Ltd. “Demand outweighs supply and fresh-to-the-market signs are becoming very difficult to find as collectors fight over what does turn up. Many collectors are building long term collections. The Vokey collection contains many items that should get collectors excited.”

Miller said the Vokeys purchased most of their collection in the 1980s, “when you could find quality signs without as much trouble as today. A favorite of mine in the auction is lot 296 – a sign that has everything going for it: porcelain, die cut, curved corner sign and condition to boot. On top of all that, it was just discovered less than a month ago here in New Hamburg.”

He was referring to a circa-1905 Carhartt’s Overalls corner sign, recently discovered during the liquidation of a longtime business in town, Murray’s Clothing & Footwear. The single-sided porcelain sign features a mint green car and is known to have been produced for the Canadian market. It’s estimated at $5,000-$7,000, although Miller said he wouldn’t be surprised if it brought much more than that.

A Cities Service Koolmotor double-sided porcelain curb sign, known as the Kite Sign for its shape, was produced in America in the 1930s and used in the Canadian market. Graded 9 for condition, with bold colors and a glossy finish, it should bring $12,000-$15,000.

Also, a 1947 two-door, right-hand drive MGTC roadster convertible, a true survivor of a car with just 24,790 miles on its odometer, fully restored in 1982 and equipped with a good engine, has an estimate of $9,000-$12,000.

A Canadian Ford V8 dealer double-sided porcelain sign from the 1930s with the original hanging bracket, exhibiting some chips and losses but still boasting vivid colors and a glossy finish, should sell for $7,000-$8,000; while a Ford oval, double-sided painted metal smaltz sign (Canadian, circa 1930), with a reproduction metal hanging bracket and graded 7.5, is expected to finish at $3,000-$5,000.

A World War II-era Canadian Supertest Bennett 541 gasoline pump with a reproduction High Compression globe, original ad glass and tagged, “Service Station Equipment Co., Ltd., Toronto, SSE Bennett ECO,” has an estimate of $4,000-$6,000. Also, a Canadian circa-1930 Clearvision gasoline pump with an older repaint to Supertest colors, a glass cylinder and a reproduction Wonder globe, should make $3,000-$5,000.

A circa-1940 Canadian Coca-Cola Vendo 44 vending machine, mechanically functioning and cooling properly, an outstanding all-original example with side-mounted empties rack, is estimated to ring up $4,000-$6,000; while a circa-1950 American Coca-Cola Vendo 44 vending machine with the original paint and in original working condition, though some of the embossed raised lettering has been replaced, should achieve $4,000-$5,000.

The final highlight is a Canadian circa-1920 Red Indian Oil bottle rack panel sign with colors that are bright and glossy, with a later mounting frame. It is graded 7.75 due to scratches and porcelain loss and has an estimate of $4,000-$6,000.

To consign a single piece, an estate or a collection, call Miller & Miller Auctions Ltd. at 519-573-3710 or email info@millerandmillerauctions.com. To learn more about Miller & Miller Auctions, Ltd. and the auction on April 23, please visit www.millerandmillerauctions.com.

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The current rate of exchange is dollar CA 1 = 78 cents.

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