Bert Cole Advertising System collection, 1897-1926

Using These Materials Teaser

Using These Materials Links:

Using These Materials

Restrictions:
Collection is open for research.
More about accessing and using these materials...

Summary

Creator:
Cole, Bert (Albert H.), 1869-1958
Abstract:
Bert Cole (1869-1958) was a circus performer, announcer, and advertising agent who developed a marketing scheme called the Bert Cole System in which circus elephants were draped with business advertisements during circus parades and local events. Collection includes black-and-white photographs and postcards, receipts and licenses, and correspondence that document Bert Cole's advertising business while working with circuses including the Charles Sparks Circus and the Hagenbeck-Wallace Circus. The banners promoted a variety of businesses, including automobiles and automobile dealers; automotive tires; banks; flour and other food products; local retail and clothing stores; and tobacco products. Many of the photographs are annotated with the date and place the photograph was taken. Circus performers and clowns identified in the photographs include Bert Noyes, Louis Plamondon (1872-1934), Lon Moore (1865-1920), and Mickey McDonald, as well as images of Bert's father, circus owner George S. Cole, with his elephant-based advertising service he ran prior to Bert assuming the practice under his own name. Also represented in the photographs is the elephant Mary, part of the Sparks rail show, notable for having been executed in 1916 after killing her handler. Photographs depict locations throughout the South and upper Midwest, including Texas, Florida, Mississippi, Indiana, Wyoming, and Little Big Horn, Montana. Acquired as part of the John W. Hartman Center for Sales, Advertising & Marketing History.
Extent:
.2 Linear Feet
Language:
Materials in English.
Collection ID:
RL.12082

Background

Scope and content:

Collection includes black-and-white photographs and postcards, receipts and licenses, and correspondence that document Bert Cole's advertising business while working with circuses including the Charles Sparks Circus and the Hagenbeck-Wallace Circus. The banners promoted a variety of businesses, including automobiles and automobile dealers; automotive tires; banks; flour and other food products; local retail and clothing stores; and tobacco products. Many of the photographs are annotated with the date and place the photograph was taken. Circus performers and clowns identified in the photographs include Bert Noyes, Louis Plamondon (1872-1934), Lon Moore (1865-1920), and Mickey McDonald, as well as images of Bert's father, circus owner George S. Cole, with his elephant-based advertising service he ran prior to Bert assuming the practice under his own name. Also represented in the photographs is the elephant Mary, part of the Sparks rail show, notable for having been executed in 1916 after killing her handler. Photographs depict locations throughout the South and upper Midwest, including Texas, Florida, Mississippi, Wyoming, and Little Big Horn, Montana.

Biographical / historical:

Bert Cole was a circus performer (drummer), announcer, and advertising agent with several circus outfits from the 1870s-1920s, including the Walter L. Main Circus, Charles Sparks Circus, and the Hagenbeck-Wallace Circus. Son of circus owner George S. Cole, Bert was born in 1869 in Kenosha, Wis. and began performing in various circus and acrobatic shows from the age of 3. Later in life Cole developed an advertising scheme, the Bert Cole System, in which circus elephants were draped with advertisements for local and national businesses during circus parades through town, primarily during his time with the Sparks and Hagenbeck-Wallace shows. Cole retired to Tottenville, Staten Island in 1929 where he remained until his death in 1958.

Acquisition information:
The Bert Cole Advertising System collection was received by the David M. Rubenstein Rare Book Manuscript Library as a purchase from McBride Rare Books in 2023.
Processing information:

Processed by Robin Klaus, Oct. 2023;

Accessions described in this collection guide: 2023-0063

Arrangement:

Arranged alphabetically.

Rules or conventions:
Describing Archives: A Content Standard

Contents

Using These Materials

Using These Materials Links:

Using These Materials

Restrictions:

Collection is open for research.

Terms of access:

The copyright interests in this collection have not been transferred to Duke University. For more information, consult the Rubenstein Library's Citations, Permissions, and Copyright guide.

Before you visit:
Please consult our up-to-date information for visitors page, as our services and guidelines periodically change.
Preferred citation:

[Identification of item], Bert Cole Advertising System collection, David M. Rubenstein Rare Book & Manuscript Library, Duke University.

Permalink:
https://idn.duke.edu/ark:/87924/m13n0r