Vintage Toronto Ads: Find the Puck
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Vintage Toronto Ads: Find the Puck

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Source: New Liberty, October 1948.

Can you help Maple Leafs Hall of Fame goalie Turk Broda find the puck before the Boston Bruins offense does?
Launched in 1932 as the Canadian edition of an American general interest publication known for providing readers with the estimated amount of time required to read each article, Liberty magazine was purchased by Jack Kent Cooke and Roy Thomson in 1946. Briefly renamed New Liberty, the publication adopted a sensationalist tone that increased its circulation (the cover story for the edition today’s ad appeared in promised to tell “the truth about margarine”). Thomson sold his share of the magazine in 1948 when it appeared profits were nowhere on the horizon, but Cooke persevered and managed to make a little money from Liberty during the 1950s as its focus shifted to chronicling showbiz personalities on both sides of the border. Cooke sold off “Canada’s young family magazine” in 1961 to new owners who let it limp along for three more years.
This game shot was likely taken during the 1947/48 hockey season, as the Leafs didn’t start the 1948/49 season until this issue was almost off the newsstands. Besides Broda, other Toronto players searching for the puck are Joe Klukay (number 17) and Bill Barilko (number 21; he switched to number 19 for the 1948/49 season, then to his eventually-retired number 5 before the 1950/51 season). It was a good era to be a Maple Leafs fan as, despite a losing record during the regular season, the 1948/49 squad became the first NHL team to win three consecutive Stanley Cups in a row.
We’ll reveal where the puck is tomorrow.
UPDATE, OCTOBER 27, 11:02 AM: And where is the puck?


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Source: New Liberty, December 1948.

ORIGINALLY PUBLISHED ON OCTOBER 26, 2:00 P.M.

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