The 1911Panama Advertising Booklet F2659

The 1911 Panama Advertising Booklet
Scope of this exhibit - The Panama Advertising Booklet is one of the true gems of Panama philately and rarely seen by collectors
as only five unused booklets are known to exist. This exhibit documents for the first time the design and manufacturing of it by
the American Banknote Company, provides the costs and shipping dates of the booklet and displays the signed discovery letter
which announced it in the philatelic press. To prove that there was usage of these booklet stamps the exhibit finishes with three
examples from the exhibitor's collection of the five recorded covers.
F2659
S[P 27191
ABNCo Foreign Order F2659 - Specimen Margin Block of Un gummed 5c Arosemena
stamps
Design and Manufacturing Background - September 1, 1910 Panama ordered 2,000,000 ungummed stamps of five different
denominations: Y2 c, lc, 2 Y2 c, 5c, and IOc. From these the ABNCo removed 300,000 stamps to assemble 5000 booklets using the
left selvage to staple the stamps between red cardboard covers. To help fund this booklet Panama sold advertisements at $ 5 each
to 21 Panama merchants. The advertisements were printed on the interleaves between each pane of 6 stamps and on the inside
back cover.
ABNCo Foreign Order F2659 - 1911 Panama Advertising Booklet Specimen Covers
The ABNCo produced two Specimen Booklets both of which are in this exhibit.
Unless noted in red all materials in this exhibit are unique
REDID° NUMERO 9,
4
Que hate is Direcoi6n General de Correos y Telegrafos,
4 is Seoretaria de Hacienda y Tesoro, en is facia.
MILLON (1.000.000) de estampillas de dos y medic centesimos
de Balboa, come is muestra (iltima emision de is "AMERI
BANK NOTE COMPANY".
CIEN MIL
(100.000) estampillas de cinoo centesimos de Balboa, cow
mo la muestrao retrato de don Justo Arosemena (ultimo a
sign de is misma oasa)1
MII (100.000) estampillas de dies centesimos de Balboa, co
is muestra,retrato de Jose de Obaldia, (iltima emisi5n
de is misma oasa).
LIEN MIL (100.000) estampillas de un centesino de Balboa, como
muestra, retrato de "VASCO NUffEZ DE BALBOA".
QUINIENTAS MIL (500.000) estampillas de medio centesimos de Balboa,(El Istmo de Paname,cono is muestra de is iltima
sion heoha en is misma casa en 1904, de dos centavos,
pero sin la palabra "CANAL ZONE" y el co'or como is e.
tampilla que se a43Inta de is RepAblica Argentina,
.OINDOMIL (5.000) libretitas como is muestra,con sesenta estampillas cads. una, de las siguientes denominaciones,i
saber:
6 estampillas de £ B/ 0.10
6 "
"
" "
0.05
12
"
"
" "
0.02-1/2
18
"
"
" "
0.01
18
"
TV
"
0.00-1/2.
Del pedido de estampillas quo se haws de las denominacioaes
anotadas, se tomari is cantidad neoesaria pars lienar eslias
libretas y el recto deberi venir empacado en oajetaa de carton de dies mil (10.000) estampillas nada mia. ms-mwoovikala
das estampillas no deban ilevar gems.
Panami, Septiembre 10 de 1910.
Director General.
•
Internal Postage
Advertisements
Comparison
between
Mockup and Unused Booklet
Rates
1, 2
On the following 10 pages the stamp pane preceding the advertising interleaves in the booklets is at the top of the exhibit page.
All panes and interleaves from this mockup booklet, excepting advertisements 1,2, 11 and 12 which were missing when it was
acquired, are exhibited next to their counterparts from the two specimen booklets.
The two specimen booklets were manufactured identically to the booklets as issued except that booklet panes for the two
specimen booklets were torn both horizontally and vertically from the ungummed stamp sheets. In contrast the issued panes were.
tom vertically and then cut horizontally. The perforations at the top and bottom of the ungummed stamp panes of the
production booklets show a straight cut, the only way to identify stamps as coming from these booklets.
On page 8 a comparison between the Icpane from a specimen booklet and the Ic pane from a production booklet shows
this difference. This comparison between cut and torn panes will also help identify advertising booklet stamps. All
2,000,000 stamps from order F2659 did not have gum when issued and these should not be confused with stamps from other
printings. The back of a pane from a specimen booklet is shown on page 8 to help identify stamps from this unique order.
The ABNCo added a small number from 1 to 20 on each advertisement in the booklets to help the ABNCo assemble the booklets.
These numbers are used in this exhibit to identify each advertisement.
RATAS
LOCALES.
Cartas hasta 20 gramos 2~ cts., y 1~ cts. por
cada fracci6n de 20 gramos adicional.
Tarjetas Postales 1 ct. cada una, y por paquetes
de docenas.
Encomiendas de 1 lb. 10 cts.
"
" 2 Ibs. 12~ "
"
"3"
15
•• ypor
cada libra adicional 2~ cts. mas el porte de
recomendado 5 cts.
Inside Front Cover showing postage rates within Panama
and to the Canal Zone and USA.
PIN
E L & CIA.
MANUEL
ESPINOSA
Ava. Central
VENTAS
POR MAYOR
C\
~
S
10
~~~
~!..
FERRETERiA
~,,~
~
y
'\.%%'\..
.....1\. ~
~i>lo~~
~ ~~,,~'\.~o
~
~v
C~
Y AL DETAL.
...
B.
103.
WHOLESALE
AND RETAIL
AT
MODERATE
Dep6sito de Maderas.
PRICES.
PRESCRIPTIONS CAREFULLY PREPARED
BY GRADUATED PHARMACIST.
PRECIOS
Advertisements I and 2 from the front of the specimen booklet. Advertisements
missing when that booklet was acquired.
SIN
COMPETENCIA.
I and 2 from the mockup booklet were
j
Comparison between
Mockup and Unused Booklet
lOe Obaldia stamp
Advertisements 3, 4
The tOc Obaldia stamp paid 5c for a letter to a foreign country plus 5c for registry fee
/tJ
/t/
The mockup booklet uses a 1906 10e Hamilton Banknote Co. Obaldia stamp to show placement of the 10c pane. All
stamps in the mockup and specimen booklets have a security punch. Stamps from the specimen booklets also have a
SPECIMEN overprint •
.~~·11:
~
SURTIDO
d1
COMPLETO
PARA
.. )rJ ~
{)J
V~
~
CABAL.LEROS
Y NINOS .
5c Arosemena stamp
Advertisements 5, 6
Comparison between
_ lockup and Unused Booklet
The 5c Arosemena stamp paid the letter rate to foreign countries or the 5c registry fee
~-
The mockn booklet uses a 1909 5c Arosemena stam.urom the A!nerican Banknote Co. to show lacement of the 5c-v=an=e'---
G U A R D I A
&
C
o.
Lumber
BUILDING
.L
MATERIAL,
PAINTS
AND
ALL
KINDS
OF
FERRETERiA
HARDWARE.
Y
MADERAS.
L
P. ODUBER
&
co.,
52 & 54 8TH ST.,
~~.
'0~ 0
PANAMA.
\.~~
\;~\)
~\\~
ONLY FOR
LADIES AND CHILDREN.
Advertisements 5,6 - Ladies' Store mockup pane is a photocopy because the original is on the back of Guardia & Co. pane.
I
2 Y2 c Arms stamp first pane
Advertisements 7, 8
Comparison between
Mockup and Unused Booklet
b----~=
The 2 Y2 c Arms stamp paid the letter rate within Panama and to the Canal Zone and USA
FERRETERIA
Lyons
HARDWARE.
FRANK ULLRICH & Co.
COLON
LIQUORS,
AND PANAMA.
PROVISIONS
WHOLESALE
&
MODERATE
SPECIAL
ATTENTION
e
7,8 -Er.Jl.'!kJlJlrk!ungckup~pane is 2, photocnp~
CIGARS.
RETAIL.
PRICES.
PAID
MEN-OF-WAR
•Q
AND
TO ORDERS
.
OF
2 ~ c Arms stamp second pane
Advertisements
9, 10
This mockup booklet pane did not include a 2 Y2 cent stamp for the second 2 Y2 cent pane
--------~~------------
C. QUELQUEJEU & CO.
COMERCIANTES
POR1'ADOReS
DE
IMPORTADORES
ABARR01'ES
MADERf\8
y
y
TODA
E8
CLASE
DE
CO
DE ABARROTES
MADERAS
TODA
DE MA1'ERIA·
CLASE DE MATERIALES
DE CONSTRUCCION
S1'RUC(lION
COMISIONISTAS
EI
SURTIDO
COMPLETO
PARA
SENORAS. CABALLEROS
Y NINOS. PRECIOS
~?J.~e9>
BARATOS.
~o<Je
~\~'3i
ce~
~e
r
V
-(
.y
.
~.
-(
V
0"
)..J;JO?J."'c '-?J.
o
...•
~~'b
?J.c\.o
~e \~
COMPLETE
ASSORTMENTS
LADIES'
GOODS.
Advertisements 9, 10
AND
MODERATE
OF
MEN'S
PRICES.
How to Identify an Advertisement Booklet Stamp
1 c Balboa stamp first pane - Advertisements 11, 12
Comparison between
Mockup and Unused Booklet
I_-----l-ne-l-c-.Balboa
stamp paid-the-pesteard-rate-within
/
/
/
.
Panama-and-to-t1re61ID1d-iMre;:rm:ttJ~r-----'
/
/
··
.•
............. ,
··
··
·:.
· . ....... -,·
··
··•
···
·••
··
··•
·•·
··
·••
·
.
. :.
No gum on any unused stamps from order F2659
Issued booklet pane: top and bottom perforations are clean cut
The booklet panes were torn from a full sheet of 100 stamps. To create the pane on the issued booklet the left 3 stamps were torn
vertically to produce a 3 x 10 stamp column. Then the columns were cut horizontally.
LA CARAQUENA
HEURTEMATTE
BAZAR
El Alm acenma
s surtido
de Panama
VENTAS POR MAYOR Y MENOR
- BARATO Y AL CONTADO
Importadores
de toda c1ase de Mercandas
Francesas,
Americanas,
Inglesas y Alemanas,
Etc.
VENTA
AL
POR
AI precio
-J.
MIsTELLi.
FRANCES
"PANAMA"
S. SHOCRON.
SOUVENIRS.
& CO.
CASA EN
PARis:
MAYOR
Y MENOR
fijo y al Contado.
HEURTEMATTE
& CO.
43, Rue de Trevise
1 c Balboa stamp second pane
Advertisements 13, 14
Comparison between
Mockup and Unused Booklet
/
/
/
/
/
1c mockup pane.
1c pane from specimen booklet.
"La Ultima Moda"
P. OOUSER
=
Direccion cablegraiica:
Nuevo
&
CIA.
Esquina Calle 8 y Calle de Sosa
establecimiento
importador
EUROPEAS
=
"LA ULTIMA MODA'
Moda-Panama.
de toda
P. ODUBER & CIA.
clase de mercaderias
ESQUINA CALLE 8 Y CALLE DE SOSA
y AMERICANAS.
DIRECCI6N CABLEGRAFICA: MODA-PANAMA.
Especialidad en el ramo de articulos para senoras y nifios,
Escojido surtido de encajes, tiras bordadas, telas de hilo para ropa
interior, telas de seda, lana y algodon.
Articulos de fantasia de alta novedad para obsequios.
Perfumeria, Juguetes,
VENTAS
POR
Pastillas
MAYOR
Nuevo establecimiento importador de toda clase de mercaderias
EUROPEAS Y AMERICANAS.
Especialidad en el ramo de art!culos para Seiioras y nifios.
Escojido surtl~o de.encajes, tiras bordadas, telas de hilo para ropa
lntenor, telas de seda, lana y algod6n.
Art!culos de fantasia de alta novedad para obsequios.
Perfumeria. ]uguetes. Pastillas, &c.
& &.
Y MENOR.
JrtfUNCIO EARll: L'\C LIDRH'PAC DE ES-'UM
VENTAS
Y MENOR.
PILI
-..
.Maduro Lupi Company
EIGHTH
MADURa LUPI COMRANY
EIGHTH STREET AND NORTH AVENUE
,
LARGEST DEPARTMENT STORE ON THE ISTHMDD
PANAMA CITY,
POR MAYOR
STREET
LARGEST
AND
NORTH
AVENUE
DEPARTMENT
STORE ON THE ISTHMUS
PANAMA.
PANAMA
Advertisements 13, 14
CITY,
PANAMA.
1 c Balboa stamp third pane
Advertisements 15, 16
Comparison between
~ ocknp and nused Booklet
..~~~.~~-------~~-~----~------------------~-----~--~-.
"
Third Ie pane from specimen booklet. The mockup booklet did not have a third Ie pane.
AGE
N
-T
FOR
S
'f..~t'>-~.
WALK-OVER
i
:
SHOES.
-:s.
.
.--
~~
,,~-t
~\.""
".
.~
~ \.C~,,~~
: Co\O~·
.••..~ ~
~ ~~
~~£,~~
9-~9-'\S'-'3-
~
Agencies
SOROSIS SHOES
MANHATTAN SHIRTS
YOUNG
BORSALINO
STRAW
FELT
Visit our ladies' department
HATS
HATS
in Colon.
Abraham J. Benedetti
Ramon E. Benedetti.
RAM6N
E.
BBNBDBTTI.
ABRAHAM
J.
BBNBDETTI.
BOTICA Y LIBRERIA
··enedeUi Hermanos
wr•..•.
PU\ZA
Farmacia,
Droguerla,
Perlumerla,
Papelerfa,
titHes de Escritorio.
DE LA CATEDRAL
PA N A IVlA.
Apartado
No. 123.
Advertisements
"LA UNION"
15, 16
Benedetti Hermanos
Plaza de la Catedral
PANAMA.
VI c Isthmus of Panama stamp first pane
Advertisements 17, 18
Comparison between
Mockup and Unused Booklet
VI cent Isthmus of Panama stamp paid postage for printed matter
PEDIDO NUMERO 9, Order No.9, on page 2 directed the ABNCo to create a new stamp by modifying their 1904 2c rose
Isthmus of Panama-stamp, ovet=pcinte<LCANAL20NE,_by eplacing.the 2c with Y2 c and changin the color to the oran _e shoWIl
on the accompanying stamp from Argentina.
JOYER'iA
r
RELO]ERiA
..,•..
SILVERWARE
SOUVENIRS- DE
JOSE MISTELLI
~ILA
lmA§(C([J)1rA~
CARLOS
e1\THEDR1\L
-
~
~
+~~~.+4
-@o
---'):....~""""""-
SQU1\RE
-
CO:MPLBTE
Read!:! Made Clothing,
Stockings,
etc.,
W. MULLER
...•••••• '01
111
~""'i"ii'<-K -->.~
....
~~--<"~~-:.
-
••••
,ASSORTMENT
OF
Hats, Underwear, Ties, Umbrellas,
English Tweeds,
Ladies and Children's
alwags
••••••
LA
+ .:.+ V1\N1\M1\
Diagonals,
'~~
Shirts,
Serges, etc.,
Shoes of all kinds.
in stock h full line of genuine panama 11ats
from mont~cristi, for fa.bies cno <BwtIemen.
OFE,N
UNTIL
9
F.
M.
MASCOTA
CARLOS W. MULLER
Cathedral Square, Panama
Complete Assortment of
Ready-made Clothing, Hats, Underwear Ties
U.mbrellas, Shirts, Stockings, etc.'
,
~n9hsh Twe:ds, Diagonals, Serges, etc.
Ladles and Children's Shoes of All Kinds.
Always in stock a full line of genuine Panama Hats
from Montecristi, for Ladies and Gentlemen.
'
OPEN UNTIL 9 P. M.
Yz c Isthmus of Panama stamp second pane
Advertisements 19.20
Comparison between
~ocknp and Unused Booklet
". .
Second Yz c pane from specimen booklet.
Second Yz c pane in mockup booklet.
LA
D
POSTAL
E
G.
GAR
C
f
A
Tarjetas,
Albums,
Fonografos y Discos•
•..
'"
RELOJERIA
JOSE
DE ..
,
MISTELLI.
G~~~·~
cME~~?!<?~2T~0
METROPOLE
&
PETERSEN
CENTRAL AVENUE
=
HOTEL
SILVERS
SANTA ANNA l-ARK
PANAMA
R. P.
AVENIDA
CENTRAL
o
ca
NEWLY
FURNISHED:
BATHS: ELECTRIC
LIGHTS
AAtlSltle]l(N
OfnfES
-,rim
DE SANTA
P AN A MAR.
MEALS AT ALL HOURS
IA4BQR]SP
PARQUE
I
ANA
DEep.
!!left:PItt
wuwrr
Decorado y amueblado recientemente "". Banos Luz electrica.
. Comidas a todas horas.
Advertisements 19 and 20
Yi c Isthmus of Panama stamp third pane
21 st Advertisement on the Inside of the back cover
Comparison between
Mockup and Unused Booklet
.,
-
= ,
...
~ - .R.-:~,·-- ••.
.:;u••
:~,~RI
;-
- .. ~z ...............•
_
:
~
~..
~:
Third Yz c pane from specimen booklet. ABNCo logo on selvage.
Third Yz c pane in 'mockup booklet.
~--------------
~
Co.,
Pdbrioo~Avenida Norte-PanamA •
"le~~""'_
• I t_
L A L A Z{
Frenta al Meroado
---~-
&
Agentes exoluisvos en Is. Rep~blica~paraIS. venta
"'-
de
'SoB
a.ored1tadas M4.quinas "New Home".
Venden ferreteria
,~d
varnis
Negooiantes
en general,pinturas
a.oeites ~
':/
en gra.nde escala en aguardientes
~
na.-
como IR<I ,sacot aJ.COhol y anis y en vin1jS
cionalas
:;
~
y _Jicores
extrang-e~O-St
~~----------~=-~~.
VILLALAZ
FRENTE
&
AL MERCADO PUBLICO--A
co.
VENIDA
NORTE--PANAMA.
Agentes exclusivos en la Republica para la
-venta de las acreditadas Maquinas ••New
Home, "
Venden ferreterla en general,
pinturas, aceites, vamises, etc., etc. etc.
Negociantes en grande escala en aguardientes nacionales como ron, seco, alcohol y
anis, y en vinos y licores extrangeros.
P
AN i\ M A,
19 1 O.
21 st and last advertisement - on the inside of-the back cover
December 29, 1910
Invoice and Bill of Lading
Invoice for $ 1026.05 and Bill of Lading to Panama for booklets and stamps
oe. 2 , 1910
':ho Cens u _
1
,)0
r
.;.,..
-4~
,
roadYlS.J,
-
(1) Box 'Io.
48,
•.: iJ)pv'
pe:..
cont in in::;:
5,0 ,0 Dooks
0" "
eh eo'~t"'l'
,1........ \.
/2 cens
18
I
18
12
6
6
:•.•
01' •. e:9
\"0
01' c of
oncf,o c o
0
l.'''''r:-o
-iJ.~J'
1 con u
2-1/2 cent
C c -nt
10 cent
n
.<',
.nc.J.
in dr-olic
on
t'r
J'
oruer ;
1.·CJ.~
\-rdch
~o ~1206.C5,
Q
r-e,:pee ~:t'Gl1,,
/
•
,
The Advertising Booklets were shipped on the S.S.Advance and arrived in Panama around January 5th, 1911. The
remainders, 1,700,000ungummed stamps, had already been shipped December 22, 1910 on the S.S. Colon.
t
J
uary 25 1911 Letter to Mekeers Announcing
Booklet as Issued
Booklet
'ertising Booklets have been recorded
-
In this letter to Mekeel's Weekly Stamp News, published Feb. 18, Bliss wrote that the booklets were seen at the Panama
Post office but not ready to be put on sale. On Feb. 25 Meekel's reported that Bliss had sent them an Advertising Booklet.
Advertisement Booklet Stamps on Cover
Oct. 1913 - Jan. 1914
Covers with ad booklet stamps are extremely scarce. Only the 5 in the exhibitor's collection have been recorded and they
have either the Yz or 1 cent stamps. All used covers were postmarked between October 1913 and January 1914.
,
..
'fp . ';
•~".J
.~
•
~.'t\
=-==""""-- ...•.
Bottom Perforations
~hlut~
r
1
"
.,
11
January 15, 1914 Panama
reduced the letter rate to 2c
(' -Ir- \,
cut
L n ._I.=--~"""t.--;C"'-~~-'-"'--
_---
.••.....
-:
r
-
To Perforations
OJ/
.
cut
)
cO.N":Y;
Bottom Perforations
cut
4c underpaid registered letter
to Argentina- correct rate 10c
)
)
FOST CAR
0;
c
Z
es
a
es
&":
Top Perforations cut
lc pays Postcard rate to USA
Write Here.
100 years after they were issued these booklets were correctly listed and described in the Scott Stamp Catalogue.