Edison Mazda cardboard display realizes $3,410 at Matthews Auctions, March 2 A die-cut cardboard countertop display for Edison Mazda, advertising headlight bulbs, sold for $3,410 at the Spring Petroliana & Advertising Auction held March 2 by Matthews Auctions in Illinois.
News-Antique.com - Mar 07,2012 - (PEOTONE, Ill). – A die-cut cardboard countertop display for Edison Mazda, advertising headlight bulbs with the question, “Auto Lamps? We Have Them!” coasted to $3,410 at the Spring Petroliana & Advertising Auction held March 2 by Matthews Auctions, LLC, the day before the start of the Chicagoland Petroliana & Advertising Show, held twice a year in Peotone.
“What made this piece so special was the fact that it was cardboard and still ended up in the list of top lots,” said Dan Matthews of Matthews Auctions, LLC, based in Nokomis, Ill. “It brought as much as it did because it had a crisp image of a car, and because it was in such great condition – graded 9 out of 10 for condition. Only minor edge wear kept it from realizing more.”
Mr. Matthews said the auction was one of the strongest he’s ever held. “Nothing was undersold,” he remarked. “In fact, the sale overall brought $50,000 more than I thought it would. I’ve never been that far off before. Petroliana is alive and well as a collectible. Signs in particular – especially at the high end – continue to do well. They haven’t been affected by the recession.”
Nearly 450 lots changed hands at the auction, which was attended by about 150 people. In addition, around 600 registered bidders participated online, via LiveAuctioneers.com and Proxibid.com. Internet bidding accounted for a 30 percent sell-through; phone and absentee bidding together accounted for 5 percent. Two-thirds of all lots sold went to bidders in the room.
Following are additional highlights from the sale. All prices quoted include a 10 percent buyer’s premium.
The top lot of the day was a rare Penn-Empire gasoline sign, one of only a handful known, 30 inches in diameter. The double-sided porcelain sign with an ethyl logo, boasting good gloss and color, was rated 7.5 on both sides and went for $6,875. Also, an X-Ray Stove Polish single-sided porcelain sign, 11 inches by 11 inches, with a dancing devils graphic, made $2,420.
A Sentinel Motor Oil (“You’re Sure It’s Pure”) double-sided porcelain sign, with great gloss and color and a clean center, showing only minor crazing in a small area on the outer field and chips at the mounting holes, earned $6,325; and a Kelly Balloon Tires (“Keep Smiling With Kelly’s”) single-sided porcelain sign, with Lotta Miles waving through a tire, demanded $5,500.
A Johnson “Time Tells Gasoline” 15-inch single lens in a new metal globe body and with the lens rated an impressive 9, went to a determined bidder for $4,675; and a Champlin Gasoline (“Use Champlin Oils”) double-sided porcelain sign with logo, 30 inches in diameter, rated 9 on one side and 8.75 on the other (and both sides having great gloss and color) commanded $2,420.
A scarce pair of small Ford Service Arrow single-sided porcelain die-cut neon signs, both sides rated 7, with no neon tubes and some rust staining, went for a respectable $5,500; and a Chevrolet Service double neon single-sided porcelain die-cut
