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Publisher’s Corner

The American Cowboy Rides Again journalofantiques.com

Publisher
Maxine Carter-Lome
ong before Kevin Costner’s John Dutton, Rip, and distinguishable by its signature
journalofantiques@gmail.com
the ranch hands on Yellowstone roamed the West, color palette of red, black, and Maxine Carter-Lome
Lthere was the Marlboro Man, the quintessential white, as well as the frequent Business Manager
Jeffrey Lome
archetype—even today—of the American cowboy and Marlboro Man motif, vintage Marlboro merchandise and
jeffreylome@gmail.com
our westward past as a country. memorabilia has gone on to achieve collector status.
The Marlboro Man was first conceived by Madison Initially, official Marlboro outdoor gear, apparel, Managing Editor
Avenue’s Leo Burnett Worldwide in 1954 as Philip and merchandise could only be acquired by collecting Judy Gonyeau
Morris’ new mascot for Marlboro cigarettes. At the time, cigarette packs and their associated labels and then editorial.journalofantiques@gmail.com
Philip Morris was facing an image problem with its ordering items through their specialty catalogs. Vintage Art Director
Marlboro brand amid a changing market. Marlboro catalogs offered a diverse range of products, Lynn Cotterman
Introduced in 1924 as a filtered cigarette, Marlboro including travel bags, racing and denim jackets, Zippo
was initially marketed to women. Filtered cigarettes lighters, inflatable canoes, BBQ tools, and cowboy Production
were considered feminine, while “real men” smoked cookbooks. Today, vintage Marlboro merchandise can be Lynn Cotterman
unfiltered cigarettes. found on such resale sites as Etsy, eBay, Poshmark, and
Judy Gonyeau
Starting in the early 1950s, the cigarette industry Invaluable. For the most part, branded apparel and gear
Jill Montague-Kaitbenski
began to focus on promoting filtered cigarettes as a can be found at reasonable price points, mostly under
response to the emerging scientific data about the $100, but early vintage clothing (leather racing jackets,
harmful effects of smoking. Under the misconception denim) and rare promo displays can go for upwards of 508-347-1960
that filtered cigarettes were safer, Marlboro, as well as several hundred dollars. Toll free:
other brands, started marketing the benefits of their Also making a comeback reminiscent of the Marlboro 888-698-0734
filtered cigarette to women and men; however, market Days, and thanks to the Yellowstone series, is the fashion
research at the time indicated that while men in particular resurgence of the western look, including cowboy hats, Fax: 508-347-0911
would consider switching to a filtered cigarette, they were belt buckles, and boots, all of which are collectible Mailing:
concerned about being seen smoking a cigarette marketed and covered in this month’s issue dedicated to the P. O. Box 950
Sturbridge, MA 01566
to women. American cowboy.
Leo Burnett’s answer to Philip Morris’ marketing Although popular culture ascribes rugged masculinity
challenge was the “Marlboro Man,” a character that exuded to the American Cowboy and lifestyle, not all journalofantiques@gmail.com
rugged manliness in their look and the work they did. making their way on the westward frontier were men, as
Within a year of the campaign’s debut, the company history reveals. UPS and FedEx
went from holding only one percent market share to In this issue, we also introduce you to 10 women who Shipping Address:
being the fourth bestselling brand in America, and on the broke barriers and made a living—honestly and 113 Main Street, Unit 2
Sturbridge, MA 01566
rise to becoming the world’s best-selling cigarette brand. dishonestly—by their horses, their gun, and their wits.
The Marlboro Man campaign ran from 1954 to 1999. Many of these women living in a man’s world could Journal of
Initially, it featured a variety of models and screen actors shoot and ride as well as or even better than some of their Antiques and Collectibles
portraying rugged men in a variety of work roles but over male counterparts. Their lives and the myths that is published monthly in digital
time the campaign began featuring several real cowboys at surround their adventures and exploits are rich in scandal and quarterly in print by
work, images that resonated with the public’s nostalgia and intrigue, as you will read on page 30. Weathervane Enterprises, Inc.
for an idealized and romanticized version of the The popularity and romantic allure of the “Wild 113 Main Street, Unit 2
American cowboy. By 1957, the Marlboro cowboy had West” and some of its more colorful characters come
Sturbridge MA 01566
replaced all other professions to become the campaign’s from Wild West Shows, popular from 1870-1920 in
primary symbol. both the United States and Europe. These traveling Periodicals postage paid at
Of all the cowboys and ranchers featured in the vaudeville performances depicted romanticized stereo- Sturbridge MA
Marlboro campaigns, Darrell Winfield is perhaps the types of cowboys, Indians, army scouts, outlaws, and wild
most recognizable and closely associated with the brand. animals that existed in the American West. The first of POSTMASTER:
A cowboy working on the Quarter Circle 5 Ranch in these shows was Buffalo Bill’s Wild West.
Wyoming when he was plucked from obscurity, Winfield Buffalo Bill’s Wild West consisted of reenactments of Send address changes to
was the real deal. His chiseled, rugged good looks made history combined with displays of showmanship, The Journal of Antiques
him the face of Marlboro cigarettes on television, in sharpshooting, hunts, racing, or rodeo-style events, and a and Collectibles
newspapers, in magazines, and on billboards, from 1968 parade on horseback. Many cowboys and cowgirls ISSN: (1539-5618)
to 1989. The image of the rugged Westerner in his classic coming off the plains and frontier life found a home with P.O. Box 950
cowboy hat lighting up a Marlboro amidst the great these shows, their exploits embellished and sensationalized Sturbridge, MA 01566
outdoors soon became a part of American culture and for theatrical value. Today, their characters and stories
The Journal of Antiques and Collectibles
today remains an iconic image of the brand. are a part of the history and lore of the Wild West, reserves the right to reject any advertising that
The popularity and success of the brand and the something Taylor Sheridan, the creator of the Yellowstone does not comply with our standards. The
Journal will not be liable for any errors or
Marlboro Man campaign with its highly recognizable series, tapped into in a big way with the return of the omissions but will print a correction in the
02/23
cowboy image provided a ready-made market for the American Cowboy and his Stetson. following issue if notification of such error is
sent by the appropriate deadline. Original
introduction of Marlboro-branded apparel, merchandise,
manuscripts are welcomed by qualified
and affinity marketing programs in the 1970s as the writers. We assume no responsibility for loss
of unsolicited material.
company looked for ways to keep its brand alive after
President Nixon imposed a ban in 1970 that prohibited Copyright 2023
all tobacco advertising on radio and television. Easily Maxine Carter-Lome, Publisher All rights reserved

4 Journal of Antiques and Collectibles