Mail Pouch Tobacco Barn
Encyclopedia
Barn advertisement
A barn advertisement is an outdoor advertisement painted onto the exterior of a roadside barn. Barn advertisers take advantage of the barns' prominence in rural landscapes, paying their owners for the right to paint and maintain logos and slogans on them...
for the West Virginia Mail Pouch chewing tobacco
Chewing tobacco
Chewing tobacco Chewing tobacco Chewing tobacco (also known colloquially as hoobastank, backy, tobac, doogooos,Hogleg, chewpoos, chits, chewsky, chawsky, dip, flab, chowers, guy, or a wad, as well as referred to as dipsky, snuff, a pinch, a yopper, a Packing a bomb, a tobbackey or packing a...
company (Bloch Brothers Tobacco Company
Bloch Brothers Tobacco Company
The Bloch Brothers Tobacco Company of Wheeling, West Virginia, are best known for their Mail Pouch Tobacco. Mail Pouch was a popular chew advertised on thousands of barns, most of which were located in the rural Ohio Valley. Each barn had an end or side painted with the tobacco logo...
), based in Wheeling, West Virginia
Wheeling, West Virginia
Wheeling is a city in Ohio and Marshall counties in the U.S. state of West Virginia; it is the county seat of Ohio County. Wheeling is the principal city of the Wheeling Metropolitan Statistical Area...
. At the height of the program in the early 1960s, there were about 20,000 Mail Pouch barns spread across 22 states.
Locations
These barns can be found in IllinoisIllinois
Illinois is the fifth-most populous state of the United States of America, and is often noted for being a microcosm of the entire country. With Chicago in the northeast, small industrial cities and great agricultural productivity in central and northern Illinois, and natural resources like coal,...
, Indiana
Indiana
Indiana is a US state, admitted to the United States as the 19th on December 11, 1816. It is located in the Midwestern United States and Great Lakes Region. With 6,483,802 residents, the state is ranked 15th in population and 16th in population density. Indiana is ranked 38th in land area and is...
, Iowa
Iowa
Iowa is a state located in the Midwestern United States, an area often referred to as the "American Heartland". It derives its name from the Ioway people, one of the many American Indian tribes that occupied the state at the time of European exploration. Iowa was a part of the French colony of New...
, Kentucky
Kentucky
The Commonwealth of Kentucky is a state located in the East Central United States of America. As classified by the United States Census Bureau, Kentucky is a Southern state, more specifically in the East South Central region. Kentucky is one of four U.S. states constituted as a commonwealth...
, Maryland
Maryland
Maryland is a U.S. state located in the Mid Atlantic region of the United States, bordering Virginia, West Virginia, and the District of Columbia to its south and west; Pennsylvania to its north; and Delaware to its east...
, Michigan
Michigan
Michigan is a U.S. state located in the Great Lakes Region of the United States of America. The name Michigan is the French form of the Ojibwa word mishigamaa, meaning "large water" or "large lake"....
, Ohio
Ohio
Ohio is a Midwestern state in the United States. The 34th largest state by area in the U.S.,it is the 7th‑most populous with over 11.5 million residents, containing several major American cities and seven metropolitan areas with populations of 500,000 or more.The state's capital is Columbus...
, Pennsylvania
Pennsylvania
The Commonwealth of Pennsylvania is a U.S. state that is located in the Northeastern and Mid-Atlantic regions of the United States. The state borders Delaware and Maryland to the south, West Virginia to the southwest, Ohio to the west, New York and Ontario, Canada, to the north, and New Jersey to...
, New Jersey
New Jersey
New Jersey is a state in the Northeastern and Middle Atlantic regions of the United States. , its population was 8,791,894. It is bordered on the north and east by the state of New York, on the southeast and south by the Atlantic Ocean, on the west by Pennsylvania and on the southwest by Delaware...
, New York
New York
New York is a state in the Northeastern region of the United States. It is the nation's third most populous state. New York is bordered by New Jersey and Pennsylvania to the south, and by Connecticut, Massachusetts and Vermont to the east...
, South Carolina
South Carolina
South Carolina is a state in the Deep South of the United States that borders Georgia to the south, North Carolina to the north, and the Atlantic Ocean to the east. Originally part of the Province of Carolina, the Province of South Carolina was one of the 13 colonies that declared independence...
, Tennessee
Tennessee
Tennessee is a U.S. state located in the Southeastern United States. It has a population of 6,346,105, making it the nation's 17th-largest state by population, and covers , making it the 36th-largest by total land area...
, Wisconsin
Wisconsin
Wisconsin is a U.S. state located in the north-central United States and is part of the Midwest. It is bordered by Minnesota to the west, Iowa to the southwest, Illinois to the south, Lake Michigan to the east, Michigan to the northeast, and Lake Superior to the north. Wisconsin's capital is...
, West Virginia
West Virginia
West Virginia is a state in the Appalachian and Southeastern regions of the United States, bordered by Virginia to the southeast, Kentucky to the southwest, Ohio to the northwest, Pennsylvania to the northeast and Maryland to the east...
, and California
California
California is a state located on the West Coast of the United States. It is by far the most populous U.S. state, and the third-largest by land area...
(Ontario, on Jurupa and Turner) although an increasing number have fallen into dilapidation or have been demolished. The barns, usually hand-painted in black or red with yellow or white capital lettering, read as follows: "Chew Mail Pouch Tobacco Treat Yourself to the Best." Sometimes they are surrounded on the left and right by a thin vertical blue border.
Some of the barns are now listed as National Historic Landmark
National Historic Landmark
A National Historic Landmark is a building, site, structure, object, or district, that is officially recognized by the United States government for its historical significance...
s by the Secretary of the Interior
United States Secretary of the Interior
The United States Secretary of the Interior is the head of the United States Department of the Interior.The US Department of the Interior should not be confused with the concept of Ministries of the Interior as used in other countries...
.
Initially, barn owners were paid between $1 and $2 a year for the advertisement, equivalent in 1913 dollars to about $20–$40 today. But more importantly, they received a much desired fresh coat of paint to preserve the integrity of the wood. Mail Pouch painted their message on one or two sides of the barn (depending on viewability from the roadway) and painted the other sides of the barn any color the owner wished. Many of the barns were repainted every few years to maintain the sharp colors of the lettering.
After World War II
World War II
World War II, or the Second World War , was a global conflict lasting from 1939 to 1945, involving most of the world's nations—including all of the great powers—eventually forming two opposing military alliances: the Allies and the Axis...
, many of the barns were painted by Harley Warrick of Belmont County, Ohio
Belmont County, Ohio
Belmont County is a county located in the U.S. state of Ohio. It is part of the Wheeling, West Virginia Metropolitan Statistical Area. As of 2010, the population was 70,400. Its county seat is St. Clairsville...
. He once estimated that he had painted 20,000 barns in his life, spending an average of six hours on each. Warrick claimed that he always began each barn with the "E" in the word "Chew". Other barns were painted by Mark Turley, Don Shires, and several others. Their initials remain preserved on some of the barns with the date of the painting. These initials can be found on the blue border surrounding the front side, or nearer to the roof.
The Highway Beautification Act
Highway Beautification Act
In the United States, highway beautification is the subject of the Highway Beautification Act, passed in the Senate on September 16, 1965 and in the U.S. House of Representatives on October 8, 1965, and signed by the President on October 22, 1965...
of 1965, which sought to restrict the vast number of local advertisements that were being placed near highways, exempted Mail Pouch barns since they had been deemed historic landmarks.
In 1992, the owner of Mail Pouch Tobacco at the time, Swisher International Group
Swisher International Group
Swisher International Group, with executive offices located in Darien, Connecticut, and operational headquarters located in Jacksonville, Florida, is the world's largest cigar company as measured by units sold and is America’s largest cigar exporter, shipping to nearly 90 countries. Brands include...
, decided to suspend the use of barn advertisements when Warrick retired.
In the heyday of barn advertising (c. 1900-1940) many companies paid farmers to use their barns as roadside ads, with other tobacco products (such as "Beech Nut" tobacco) and local feed and grain stores being the most common, but Mail Pouch was the only product advertised in so widespread and consistent a manner in this fashion.