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Mark Ellwood

The Very First Coupons

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Mark Ellwood

Mark Ellwood is the author of Bargain Fever: How to Shop in a Discounted World.

TLC’s surreal megahit Extreme Couponing (aka Hoarders with a half-price twist) has made the coupon a pop culture touchstone once again. Coupons have made the kind of comeback Lindsay Lohan would envy: 2010 marked the largest number ever distributed stateside—322 billion in just twelve months when shoppers used them to save around two billion dollars. It’s strange to think, then, that we don’t even know the name of the man who first came up with the idea. All that’s certain is that he was an accountant in Georgia.

That discount pioneer was the bookkeeper for a morphine-addicted Civil War veteran called John Pemberton, who’d dreamed up a sugary tincture to try and make his fortune. Pemberton dubbed his delicious medicine, supposedly a nerve tonic, Coca Cola. To help juice sales of the soda, his moneyman suggested a special deal: handwritten slips that offered the bearer a free glass of Coca Cola from any soda fountain, passed out on the street much as today’s flyers still are.

Photo courtesy of Mark Ellwood

When the sickly inventor offloaded his secret recipe to a smart but dour entrepreneur named Asa Candler, the new owner also co-opted his marketing trick. He reconfigured the mechanics, though: Instead of handing out slips on the street, he would send them to commercial customers, the soda fountains. When someone ordered one gallon of syrup, Candler sent two gallons for the same price, plus a fistful of coupons. The equation was simple: Use these ONE FREE GLASS tokens until the first gallon is finished, he suggested, and watch as the second gallon sells briskly.

It was a masterstroke of marketing. Within a decade, thanks to his canny couponing, the Georgia tonic was for sale in every state in the country. Indeed, between 1886 and 1920, when the program was quietly retired, 10 percent of all Coca-Cola in the world was given away for free via a sample coupon; by one estimate, that’s around 8.5 million glasses. (Sadly, none of the original batch survives—too flimsy, and likely too eagerly redeemed—but some of the earliest Candler-era coupons are displayed in a vitrine at Coca Cola’s massive museum in downtown Atlanta.)

The economic slowdown of the Depression turbocharged coupon usage (sound familiar?); other companies like Colgate copied the idea, printing coupons on the wrappers of products like soap, making sure there was a built-in discount on the next purchase. What really catapulted the coupon into everyone’s wallet, though, was the post-war suburban boom of Atomic Era America: TV dinners, station wagons, and chainlink fences. Supermarkets sprung up for the first time, wielding coupons as a discount weapon of mass destruction and luring suburbanites from mom & pop shops.

By 1965, one half of all American households were clipping coupons; ten years later, that number had reached a staggering 75 percent. And all thanks to our love of a glass of Coca Cola.

Mark Ellwood is offering an exclusive deal on this book: A BONUS chapter, Bargain Fever: The Manual, which features 100 tips and tricks to help you save money and shop smarter, from airline tickets to TVs. Order a copy of Bargain Fever: How to Shop in a Discounted World (Penguin-Portfolio, October 2013) here before October 17 and forward the proof of purchase to bonus@mark-ellwood.com. You'll then receive this exclusive pdf by email on the day of publication.

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Dori Ann Bischmann, PhD
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History
Inside the Never-Before-Seen Scrapbook of the Rubber Skin Lady, a 1930s-era Sideshow Star
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Agnes the Rubber Skin Lady and other performers, including Frieda Pushnik, Major Small, and John Williams the Alligator-Skin Boy.
Dori Ann Bischmann, PhD

As a young girl growing up in Milwaukee, Dr. Dori Ann Bischmann loved exploring her parents' attic. One day in the early 1970s, she discovered a mysterious trunk that piqued her curiosity.

Inside, there was some children's china, an antique baby doll, a beaded hat and bag from the 1920s, and an old scrapbook. The book had a picture of two puppies on the cover.

But the images between the covers weren't as cuddly as advertised.

Dori had found the scrapbook of her great aunt, Agnes Schwarzenbacher, also known as Agnes Higginbotham and Agnes Schmidt—but more famously as Agnes the Rubber Skin Lady. On the inside cover of the book a title marked in pen read, "Scrapbook of Show Life."

The newspaper clippings, photos, and signed pitch cards (promotional postcards featuring individual performers) that filled nearly 90 pages gave Dori a glimpse into the life of one of the sideshow's biggest stars of the 1930s. It also unlocked a family secret.

Close-up of a 1932 group photo of sideshow performers, with Agnes the Rubber Skin Lady featured in the center.
Close-up of a 1932 group photo of sideshow performers, with Agnes the Rubber Skin Lady featured in the center.
Dori Ann Bischmann, PhD

Dori had never met her aunt, who passed away in 1962. Nor had she ever heard about how Agnes drew crowds to watch her exhibit the excessive, elastic skin that covered her legs. Agnes could stretch the rubbery flesh anywhere from 15 to 30 inches, although from the waist up she looked completely normal. There are no reports of a diagnosis, but she may have had a condition called Ehlers-Danlos Syndrome.

Agnes, who was born in 1902 in Germany and came to America three years later, had shared her unusual skin on stages across the continent. In Toronto, she even performed before royalty. In one of the scrapbook's clippings, she spoke of the event as being one of the greatest thrills of her life on the road: "The audience was a very distinguished one and most famous of all was the Crown Prince of England, now the Duke of Windsor. I was most thrilled when he applauded vigorously."

With each turn of the book's pages, Dori encountered many of the extraordinary people Agnes performed with, particularly at the Ripley's Odditorium at the 1933 World's Fair in Chicago. At the time, Robert Ripley's "Believe It Or Not!" cartoon was extremely popular, and the Odditorium was the first public exhibition of unique performers and curiosities Ripley had gathered during his travels around the world. More than 2 million people visited his collection at the World's Fair and witnessed live acts like Agnes.

Clippings and pictures from Agnes Schwarzenbacher's circus scrapbook
Top: Crowd gathered at an oddity show capitalizing off Ripley’s success at the World’s Fair. Bottom: Agnes is featured in a newspaper clipping, between two photos of unknown performers.
Dori Ann Bischmann, PhD

Dori was enthralled with her discovery. "I have always been fascinated with people who are unique," she tells Mental Floss. Today, she works as a psychologist and often counsels people who have genetic disorders.

"I see a lot of amazing people overcoming many hurdles," she says. "At the same time I see people who are depressed. I wonder how all of the circus freaks felt on the inside. Were they hurting and depressed and putting on a show outwardly? Or did they find contentment in giving something of themselves to help others?"

While it's hard to know exactly how Agnes felt, there are glimpses in some of the scrapbook's clippings.

"I would like very much to be normal in every respect," Agnes says in one newspaper article. "Don't misunderstand me. I said I would like to, but simply because my skin is rubber doesn't mean that I have become morbid. Far from it. I am, perhaps, one of the most pleasant persons you ever met. And why shouldn't I be? I don't consider myself seriously handicapped. I realize that my skin when stretched isn't exactly normal, but I don't allow the presence of such skin on my body to make me self-conscious."

A page of promotional images from Agnes Schwarzenbacher's circus scrapbook
A collection of performers from the 1933 World’s Fair, and a Ripley’s Believe It Or Not cartoon.
Dori Ann Bischmann, PhD

Indeed, Agnes's skin ailment proved to be quite profitable—several articles in the scrapbook claimed that "The salary paid her is the highest ever paid a freak." No numbers are given, and like many sideshow claims, this may have been an exaggeration. But many sideshow performers were paid well, especially for the Great Depression.

"She used a circumstance she was born into to become an independent woman with a high-paying career (for the day)," Dori says. "She traveled and experienced many things other women might not have been able to experience."

Photos of Agnes Schwarzenbacher and her family
Top: A photo featuring Agnes Schwarzenbacher with her father and siblings: Mary, John, Rose, and Carl. Below: A portrait of Agnes dated 1926.
Dori Ann Bischmann, PhD

The Schwarzenbachers, however, weren't as self-confident as Agnes. Her family would have preferred that she covered her legs with long dresses and kept her anomaly to herself. They wanted nothing to do with her performances.

"The family was embarrassed that she was in the circus," Dori says. "I was also told that Agnes went to doctors to see if the tissue could be cut off. Apparently they couldn't in those days because it was too vascularized." (In other words, the tissue was too filled with blood vessels.)

The family's shame lasted well after Agnes's death. The scrapbook had originally been stored in Dori's grandparents' attic. When her grandmother passed away, no one in the family wanted the book except for Dori's mother, who had married Agnes's nephew.

"My mother was a person who was accepting of all people," Dori said. "She wasn't embarrassed about Agnes. She thought it was a shame that Agnes's flesh and blood did not want her scrapbook. The scrapbook is the story of Agnes's circus years, but also of her family."

Of course, it wasn't unusual for people born with anomalies to be treated in such ways. The sideshow, which had its heyday from the mid-1800s to the 1940s, offered them a rare chance to escape a life of seclusion, earn a living, see the world, and—perhaps most importantly—to enjoy a sense of camaraderie.

In a 1959 article from the New York World-Telegram and Sun, longtime showman Dick Best expanded on this thought more colorfully: "For the past thirty years I have been able to give employment to scores of [sideshow performers], give them financial independence, and companionship. You realize this when you see a mule-faced girl, a guy with three legs, and a girl weighing 500 pounds playing poker with a guy who shuffles and deals with his toes. In a crowd like that nobody sits around feeling sorry for himself or anybody else. You could be accepted there if you had nine arms and ten heads."

The "mule-faced girl" that Best referred to was Grace McDaniels, who Agnes worked with and featured in her album. McDaniels was afflicted with a condition that caused tumors to grow on her lips and mouth. In addition to being called "mule-faced," she was also billed as the Ugliest Woman in the World. Agnes's photos show her with McDaniel's teenage son, Elmer, who traveled with her.

The "guy with three legs," as Best called him, also appears in the scrapbook. His name was Francesco Lentini, billed as the Three-Legged Wonder. He also had four feet, and two sets of genitalia.

Agnes's friend Frieda Pushnik, the Armless, Legless Girl Wonder, is featured more prominently. Born in Pennsylvania in 1923, Pushnik had only small stumps at her shoulders and thighs, with which she learned to sew, crochet, write, and type. At the age of 10 she joined the Rubber Skin Lady at the Chicago Odditorium during the World's Fair. In addition to having collected several of Frieda's pitch cards, Agnes also had personal photos. One of these captures another companion, a dwarf named Lillie McGregor, holding little Frieda. Without legs, Frieda is about half the size of Lillie.

Lillie appears in other photographs with her husband, Harry. They are each seen pulling a person in a wagon with their eyelids. Agnes even saved the Ripley's cartoon that illustrated the stunt.

Clippings and pictures from Agnes Schwarzenbacher's circus scrapbook
Spread of newspaper clippings, including articles about Agnes and a Believe It Or Not cartoon starring her friends Lillie and Harry McGregor, who could pull each other in a wagon with their eyelids.
Dori Ann Bischmann PhD

Lillie McGregor pulls an unidentified man in a wagon with hooks attached to her eyelids at the 1933 World’s Fair.
Lillie McGregor, a friend of Agnes, pulls an unidentified man in a wagon with hooks attached to her eyelids at the 1933 World’s Fair.
Dori Ann Bischmann, PhD

While Agnes's adventures in show life surrounded her with many kinds of unique people, one photo is of a man who shared a similar ailment. Arthur Loos, the Rubber-Skinned Man, had skin that hung loose beneath his chin, much like a basset hound's. He could stretch the flesh 8 inches. If they bonded over their sagging skin, Agnes made no mention of it in the scrapbook.

The man she did bond with was not a performer in the sideshow at all. He was a foreman who operated rides at a fair, a man named Jack Higginbotham. Their marriage is mentioned in one of the book's clippings, which states they were wed in Rockford, Illinois. However, the Rubber Skin Lady's love story was a mere subhead to another sideshow romance that earned the paper's headline: "Bearded Lady and ‘Elephant Man' on Midway are Newlyweds."

Agnes Schwarzenbacher and her husband
Agnes with her husband, Jack Higginbotham.
Dori Ann Bischmann, PhD

Although her family may have stayed far away from the sideshow stage, Agnes kept them all close. Photos of her with her father, brothers, sisters, and other family members populate numerous pages of the scrapbook.

Had Dori only seen these particular family photos, with her aunt's dresses covering her legs, she would have never known Agnes was different in any way—or what an amazing story she had to tell.

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Michael Fountaine
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12 Amazing Items From the World’s Largest McDonald’s Memorabilia Collection
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Michael Fountaine

Since 1969, Michael Fountaine has been obsessively collecting every piece of McDonald’s memorabilia he can get his hands on. His collection, which he says is valued “in the millions of dollars,” features 75,000 pieces in total.

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