May 11 - Knipper & Mascot

On May 11, 1913 Indianapolis citizens woke up to their morning paper - the Indianapolis Star - to find a fun story about noted veteran race driver Billy Knipper and his mascot, a dog named "Peppers." Knipper, his dog and his Henderson racer appear in a picture. The other attachment contains an ad ran by the National Motor Vehicle Company. In it the company touts the story of its success in winning the 1912 Indianapolis 500. The ad was a great effort at what marketers call "data collection," but it all boiled down to identifying sales prospects.