Esso / Imperial Oil "Atlas Tires" Matchbook Covers – Lot of 7 Dealer Covers – Wadena, Porcupine Plain, Tisdale, Hudson Bay & Mistatim, Sask. – Banff, Alta.

Seven Imperial Oil dealer matchbook covers from the 1950s, all in Imperial's bold red-and-blue "ATLAS — Tires • Batteries • Accessories" design, with "Care Saves Wear," Marvelube, and the Esso, Esso Extra, and Imperial Esso Service ovals. Each cover names a different hometown dealer — six Saskatchewan shops and one from Banff, Alberta — from the days when the phone number at Porcupine Plain was simply "3." Flip every cover over and there's a bonus piece of motoring history: a printed Imperial Oil Touring Service form (Corner King & Toronto Streets, Toronto) that motorists mailed in to get a free road map marked with their route — your choice, "Most Scenic Route" or "Shortest Route." Pure petroliana, and pure prairie.

Details
Type: Matchbook covers (covers only — matches removed, flattened for collecting, as is standard)
Quantity: 7 covers, all the Imperial Oil "Atlas" dealer design; Eddy Match Co. Limited, Canada
Shared design: ATLAS Tires • Batteries • Accessories front; "The Atlas Tire Guarantee Covers All Road Hazards"; "Care Saves Wear"; Marvelube; Imperial Esso Service, Esso, and Esso Extra branding; "Close Cover Before Striking Match"; reverse of each cover is the Imperial Oil Touring Service free road-map request form
Dealers named:

1. Wadena Auto Body Shop — Ben & Paul Rysz, Wadena, Sask., Phone 245
2. Rustad & Erickson — Chevrolet–Oldsmobile, Pontiac–Buick, Massey-Harris Implements, Imperial Oil Products, Porcupine Plain, Sask., Phone 3
3. Banff Service Station — John Boyes, Prop., General Repairs – Welding, Banff, Alta., Phone 83
4. Midtown Motors Ltd. — Dodge–DeSoto–Dodge Trucks, Tisdale, Sask., Phone 258
5. J. N. (Jim) Love — dealer name in script (no town printed on this cover)
6. William Popowich — Imperial Oil Agent, "Clean Metered Service," Hudson Bay, Sask., Phone 43
7. Lapaire's Service — Minneapolis-Moline Farm Machinery, Mistatim, Sask.
   Age/Era: 1950s (DeSoto and Massey-Harris branding; two- and three-digit phone numbers)
   Materials: Printed card stock
   Completeness: Lot as found and pictured
   Functionality: Collectible petroliana and advertising ephemera; suitable for framing or album display
   Included: 7 x Imperial Oil Atlas dealer matchbook covers as listed above

Condition
Fair, honestly worn condition — sold as pictured, priced for the dealer names, not for perfection. All seven covers are complete and every dealer panel is legible, but expect heavy creasing, soiling, toning, and staple tears at the strikers. The Banff Service Station cover has a hole torn through its lower section, one Touring Service form on the back is badly stained, and one form carries a previous owner's pencil scribbles where they started to fill it in. These lived in gloveboxes and shop coats, and they look it.

Pickup and Shipping Information
Local pickup in Saskatoon is available by arrangement, and cash is accepted at pickup.
Shipping is available throughout Canada and the United States, calculated at checkout by the total weight of your order (Canada from $5, US from $18 — full rate chart in the shipping policy). Oversized items may be quoted separately.
For shipped orders within Canada, payment is by Interac e-Transfer or PayPal. For US orders, payment is by PayPal. US buyers are responsible for any duties, tariffs, taxes, brokerage and import charges.

JAY'S MERCANTILE
Recycling the past, one item at a time.
Pacific Heights, Saskatoon, SK