Commems Collection Classic: 1923 Monroe Doctrine Centennial - Want Ads

I recently posted a few "Tidbits" for the 1920-21 Landing of the Pilgrims Tercentenary Half Dollar that referenced a coin giveaway sponsored by the Talbot's clothing store (1920-21 Pilgrim Landing Tercentenary - Historical Tidbits.) I thought folks might be interested in reading about another atypical coin promotion program, this time via newspaper Want Ads. So...

As I've previously mentioned, the 1923 Monroe Doctrine Centennial Half Dollar was issued in support of the American Historical Revue and Motion Picture Historical Exposition ("Exposition") which was held in Los Angeles, California from July 3 to August 4, 1923.

For a period during the Exposition, the Los Angeles Evening Express ran a promotion in which its "Want Ad Man" selected five names per day from "city and telephone directories" and would then visit the resident the following day. If the resident had a copy of the prior day's Evening Express and could show the "Want Ad Man" that they had seen their name in the Want Ads (and marked it as instructed), they would receive a complimentary Monroe Doctrine half dollar. (I haven't seen mention of a consolation prize, if available.)

Note: In 1923, the Evening Express was among the Los Angeles newspapers with the largest circulations.

"Want Ad Man" Coin Promotion Advertisement

(Image Credit: Los Angeles Evening Express, July 20, 1923.)

Potential Winner Want Ad Listibg (Name Removed)

(Image Credit: Los Angeles Evening Express, July 20, 1923.)

It's hard to imagine someone making house calls as part of a coin promotion today, but in 1923 it apparently went unchallenged. I wonder how successful the giveaway was?

1923 Monroe Doctrine Centennial Half Dollar



For other of my posts about commemorative coins and medals, including more about the Monroe Doctrine half, see: Commems Collection