Mephisto June 1950 Advertisement — The Mephisto Block Rim, Queen of Rims, Which Keeps Its Spokes Tight

— Page 1 —
LA REINE DES
JANTES

La seule jante, légère, robuste
et résistante qui garde ses
rayons tendus à bloc.

BREVETÉ
S.G.D.G.
MEPHISTO
A BLOCS

LA JANTE DES RECORDS
EST EXIGÉE PAR TOUS LES
ASPIRANTS AUX RECORDS

Ets M. LAROCHE, 32-34, rue R. Poincaré à Nanterre. Tél. MAL 11-10

[A ruled advertisement in black and white within a single thin frame, set as a wide strip. At the left a line engraving shows a cut-away section of a hollow rim with a spoke nipple standing in its well and a block set inside the channel, drawn in hatched lines. “LA REINE DES JANTES” stands at the center in heavy roman capitals above a dot and three lines of light sans-serif about the spokes kept tight. At the right a black oval cartouche carries “BREVETÉ S.G.D.G.” on a hatched band, “MEPHISTO” in large shaded roman capitals and “A BLOCS” reversed out in white, with the claim about records set beneath in spaced bold sans-serif capitals. The firm’s name, Ets M. Laroche, and its Nanterre address and telephone run across the foot, the name in heavy roman and the rest in condensed sans-serif. No signature or agency mark appears. Faint text from the reverse of the leaf shows through the background.]

[This advertisement shares its unnumbered page of L’Officiel du cycle with advertisements for Gourgaud, Marcel Guillen, Packson, Pédawlastic, Perry, Cyclometer, Éclair, Durex and A.C.O., each held here as its own record, and others for Le Briochin soft soap, clutch parts from the Consortium des Pièces Standard, Ondulex piston rings, Sodalium regrinding and welding, Deleau parts for Donnet and Simca cars, Morinière repair parts, L’Autocatalogue of motorcycle tuning data, Ramaget leather bags for motorcycles and Genay used radiators and grilles.]