Origins of Slogan Postmarks
Slogan postmarks can be said to go back to the earliest stages of the postal system. London Bishop Marks were introduced in 1661 and four Receiving House marks were introduced around the same time.
With the introduction of automatic stamp cancelling machines at the turn of the 20th century many foreign countries and the Dominions introduced slogan cancellations. The Post Office appeared reluctant to follow their lead and it was only in 1917 that it agreed to assist the war effort by authorising the ‘Buy National War Bonds Now’
Several companies had made attempts to persuade to the Post Office to permit the use of slogans on covers and post cards. These include H & F Pear (still making the soap) in 1910 and Gordon Selfridge of Selfridges earlier in 1917.
Whereas British Slogan Cancellations have never carried commercial advertising – companies have used dies to carry announcement’s – negotiations between the Post Office and an advertising agency reached an advanced state in 1926 to the extent that Sir William Mitchell-Thomson (Postmaster General) proposed the scheme. The Post Office even went so far as to issue an Inter-Departmental Circular advising Postmasters:
‘It has been decided to use the obliterating dies of letter stamping machines of the Hey-Dolphin and Universal types as a medium for commercial adverts, and a contract has recently been placed with Messrs Frank Mason and Co. Ltd, of 3 Clements Inn, LONDON WC2 giving that firm the exclusive rights to obtain orders for such advertisements’
However, due to a concerted campaign from the public and other advertising interests the scheme was dropped on 9 November by the Post Office saying that the estimated revenue ‘in the current circumstances is quite small’
Between 1917 and 1956 all slogan dies were connected with national campaigns or the advertisement of national events. The most collectable slogan covers of the period are generally related to the Empire Exhibition of 1924-25. Torchlight Tattoo slogans are priced between £10 and £50 in the Stanley Gibbons Collect British Postmarks catalogue.
Other slogan postmarks to look out for relating to the British Empire Exhibition are the Torchlight Tattoo events, listed at catalogue prices between £10 and £75.
The best of the pre-war slogan postmarks is the ‘Mt. Pleasant Opening’ catalogued at £400.
Wartime Slogan covers are plentiful, but the Kitchen Front, Cambridge Cancellation is listed at £20.