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Advertisement for White Motor Company

Description:

This White Motor Company advertisement appeared in the May 24, 1941 issue of The Saturday Evening Post. Through the twentieth century, numerous advertisements touted their products’ association with the mail service, hoping that the positive public opinion of the postal system would help reflect a positive image on their products. Occasionally a new postal transportation system appeared that demonstrated a new use for an old product. In 1941 the American highways bus was turned into a traveling post office. Using the then long-running Railway Post Office service as a model, the White Motor Company fitted a highway bus with mail sorting equipment. The buses helped bring mail to areas that were losing railway mail service connections.

In this advertisement, the White Motor Company boasts about the new service, reaching into history to compare it with the colorful and famous Pony Express.

Text: (which extends into the graphic)

"ANOTHER EXAMPLE OF WHAT A BETTER TRUCK CAN DO / The Modern Pony Express / A modern Pony Express has opened a new epoch in the colorful annals of the U.S. Mail Service. Soon, post offices that roll on rubber will be a familiar sight on the Main Streets and highways of America. / Recently in Washington, D.C., the first U.S. Post Office of the Highway inaugurated mail service between the nation's capital and Harrisonburg, Va. Mounted on a White Chassis, the new rolling post office is equipped with every facility for sorting, handling and dispatching all classes of mail. The first route serves 33 communities, all without rail service, on a daily round-trip schedule of 280 miles. Since there are more than 48,000 communities entirely dependent upon highways for their transportation, this unique type of White is pioneering an improvement in mail service of nation-wide significance. Wherever there are highly specialized transportation tasks to be performed, Whites are found."

Two inset photographs are included. One showing the route is captioned "This first highway route out of Washington, D.C. may some day be as historic as the first Pony Express route westward out of St. Joseph, Mo. Towns without rail service...there are more than 48,000 in the U.S. ... are especially affected by this modern extension of the U.S. Mail Service."

The second inset shows men working in a HPO. "With an interior pattered after that of a standard railway mail car, the first U.S. Post Office of the Highway provides every facility for writing and handling all classes of mail enroute."

Date:
1941
Medium:
paper; ink (multicolor)
Dimensions:
Overall: 34.9 x 26.4cm (13 3/4 x 10 3/8in.)
Museum ID:
2004.2016.19
Place:
UNITED STATES OF AMERICA

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