Norman E. Hagenbuch’s Eyebrow-Raising Matchbooks

Matchbooks, printed with advertisements, were once a popular way to promote businesses. In a time before cheap, pocket lighters, matches were the most convenient way to light a candle or start a fire. The first matchbook—also known as a match cover—was patented by Philadelphian Joshua Pusey in 1892. His design placed paper matches and a striker into a small, paper booklet. The matchbook was slow to catch on, as consumers continued to prefer small boxes full of wooden matchsticks.

In the early 1900s, that began to change. Companies like Pabst Beer and Wrigley Chewing Gum learned that they could print advertisements onto matchbooks and consumers would gladly take these. Branded matchbooks helped businesses reach their customers. In exchange, the customers received a free gift, not unlike present-day promotional pens or notepads.

Pin-ups—printed drawings or illustrations of glamor actresses and fashion models—became popular during the 1940s. Soldiers in World War II hung pin-ups on the walls near their bunks and painted them on their planes. After the war, the pin-up style made its way into broader American culture.

Four pin-up matchbooks used to advertise Norman Hagenbuch’s drilling business.

Advertisers figured out that customers—mostly men—enjoyed matchbooks printed with pin-up models. Many were accompanied by witty or suggestive marketing language too. Similar to the advertising trade cards of the 1800s, pin-up matchbooks emblazoned with company logos became collectors’ items.

Today, vintage pin-up matchbooks can be found for sale on sites like eBay. Here is where I spotted a set of four that were advertising a business owned by Norman Hagenbuch. According to the matchbook cover, Norman offered well and blast hole drilling services, as well as water systems. His phone number indicated that he lived near Washingtonville, Pennsylvania. A quick search of Beechroots revealed Norman’s branch on our family tree.

Standing L to R: Mary, Cyrus, Bernice. Sitting L to R: Norman, Tillman, mother Gertrude, Franklin (Pete), father Percy, John. c. 1922

Norman Edward Hagenbuch was born on September 28, 1917 in Limestone Township, Montour County, PA to Percy Hagenbuch (b. 1880) and Gertrude May (Hill) Hagenbuch (b. 1881). Percy and his family have been featured in several previous articles on this site. Norman’s family line is: Andreas (b. 1715) > Michael (b. 1746) > Henry (b. 1772) > William (b. 1807) > Hiram (b. 1847) > Percy (b. 1880) > Norman (b. 1917).

While researching this piece, I discovered that Norman was not actually born “Norman.” Instead, his birth certificate recorded his name as “Myron.” This must have been an error, since the 1920 census clearly lists him as “Norman.” The 1917 birth certificate was not corrected until 1979, when he legally changed the name on his birth certificate to “Norman.” He may have done this to collect social security at the age of 62.

Norman Edward Hagenbuch’s 1917 birth certificate actually recorded his first name as “Myron.”

As a boy, Norman helped on his father Percy’s farm and attended school through the 8th grade. In 1930, he left school and began to work full time as a farmhand. On February 10, 1940, he married Ruth Lillian Anderson (b. 1915). The couple rented a home near Norman’s parents and he continued to work as a paid laborer on his father’s farm.

On January 15, 1941, their only child—a son—Norman “Eddie” Edward Hagenbuch, Jr. was born. With a few years, Norman purchased his own farm and started a new career in the well drilling industry. According to the 1950 census, he worked as a well drilling operator for a local company. That appears to have been R. R. Hornberger. Unfortunately, in 1952, he was injured on the job and had to be hospitalized. This event appears to have led him to leave R. R. Hornberger.

Article about Norman E. Hagenbuch’s well drilling accident. Credit: The Danville New, October 16, 1952

By 1953, he had started his own business. An advertisement from that year touts how his company drilled wells and installed water systems for farms. The equipment provided drinking water to farming families and their livestock herds. It was probably during this time that Norman payed to print advertisements for his business on matchbooks. While one example depicts a man fishing, four others show pin-up models. Looking at these, one can’t help but wondering if they raised a few eyebrows with the modest, straight-laced Hagenbuchs of Montour County, PA!

Norman seems to run his drilling business until the 1970s when he retired. He died on March 5, 2007 and his wife, Ruth, died on November 20, 2008. Both are buried at Turbotville Cemetery in Northumberland County, PA. The couple has a number of descendants including two grandchildren—Lisa Ann (Hagenbuch) Toscano and Steven “Steve” E. Hagenbuch—and several great grandchildren.

In this newspaper advertisement, Norman Hagenbuch stands by one of his drilling trucks. Credit: The Danville News, May 11, 1953

Steve and my father, Mark, exchanged emails in 2015 and recounted several family details. My father remembered that Norman’s farm was “just over the hill” from the farm operated by my father’s dad, Homer S. Hagenbuch (b. 1916). Norman and Homer were first cousins. Today, Steve works as a conservation biologist and lives with his family in Waterbury, Vermont.

Time and time again, we see how one small item can open a window into the past. Norman’s well drilling business highlights how matchbooks printed with pin-ups advertisements were once used to drum up business. It also aids in our understanding of another branch on our family tree and helps us to connect with more Hagenbuch relatives.