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253 “Battle Ax Plug” R Almost from her inception,the NewWoman was featured in advertising and used to sell a wide range of products. Even in the Ladies’ Home Journal, where the editorial policy under EdwardW.Bok was anti–NewWoman,ads appeared using her image to sell goods.Patent medicines marketed to women faced a quandary when telling their customers that they would feel like a “new woman” after using the product. Peruna, a general antipain remedy, even went to the trouble to reassure readers that, despite the controversial nature of the phrase, they could exclaim“I feel like a new woman.”1 Established in 1890, the American Tobacco Company, which had already gained a virtual monopoly in the cigarette industry, began in 1894 an aggressive, predatory pricing campaign to control the plug or chewing tobacco business.The chief brand name used in this effort was“Battle Ax.”2 The Santa Fe New Mexican,publisher of the following advertisement,was the oldest paper in New Mexico and maintained a circulation of about 2,000. By 1900 there were only five daily newspapers in the state.3 Advertisement in the Santa Fe New Mexican, Sept. 8, 1896, 2. ...

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