A peek inside a 1946 Yankees program—and the New York brands that advertised inside

I have no idea what a Yankees program looks like today. But I do know what it looked like in 1946, when the Bronx Bombers hosted the Cleveland Indians either in late April/early May, June, or August of that postwar year.

Strangely, the 16-page program doesn’t say when the series takes place. But it mentions the upcoming All-Star Game at Fenway Park, so it must have been before July.

The lineup of legendary players to take the field that day included Phil Rizzuto, Joe DiMaggio, and Bill DIckey, with Bill Bevens and Spud Chandler listed as pitchers. More interesting to me are the ads throughout the 16-page program—like Ruppert Beer.

The Ruppert ad for this Yorkville-brewed beer isn’t much of a surprise because the Yankees were owned by Jacob Ruppert from 1915 until his death in 1939. A plaque recognizing his devotion to his team stands in Yankee Stadium’s Monument Park.

I’ve never heard of Major’s Cabin Grill. It’s on 34th Street, a long subway ride from Yankee Stadium, but why not? I like the warning about betting and gambling at the stadium.

I’m glad to see Schrafft’s make an appearance in the program; the restaurant chain famous for its ice cream was highly popular at the time. Apparently the ice cream bars they sold to fans at the stadium were in short supply.

The Hotel New Yorker today may not be a five-star kind of place, but it had a better reputation in the mid-20th century. This is the first time I’ve seen it described as a “home of major-league ball clubs.”

Here’s the actual scorecard, plus some fun ads on the sides—especially for the famous Hotel Astor rooftop. At one time, this was a glamorous place for dining, dancing, and catching a cool breeze in a city without air conditioning.

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27 Responses to “A peek inside a 1946 Yankees program—and the New York brands that advertised inside”

  1. barbara Says:


  2. gothamtony Says:

    Thank you Esther! Another great post. You knocked this one out of the park!

  3. Grace Says:

    This brought a smile – aside from me being born in 1946 in the Bronx in the shadows of Yankee Stadium both my father and grandfather worked for the Ruppert brewery – I grew up on Knickerbocker beer!

    • ephemeralnewyork Says:

      I was happy to see the Ruppert ad in the program. Makes me want to walk around Yorkville—the brewery is gone, but Ruppert Towers and a Ruppert Park are there as reminders of the brand.

  4. jeffrey Greenberg Says:

    interesting to note how different the game is today. in ’46 they had enough confidence in the line-up to have the names and the batting order printed in advance of the game. Abolish the DH I say. and be care of five-clock shadow…

  5. Ty Says:

    I never heard of Majors Cabin Grill though so much of my family’s life centered around 34th Street. Apparently big with out-of-towners coming out Penn Station and the Hudson Tubes. Also credited as the place where the credit card (Diners Club) was invented.

    • Punto Says:

      Ty – Thanks for the Hudson Tubes mention. They may be the PATH now, but you can still see them enshrined in the wall tiles in a number of underground passages connecting them with the subway. Kevin Walsh’s Forgotten New York blog has mentioned this often and has a lot of other obsolescent names that crop up on the subway directional signs and wall markings.

    • ephemeralnewyork Says:

      Really, the first credit card? I never knew!

  6. Ty Says:

    Also coincidentally just finished ‘8 Men Out’ about the 1919 Chicago Black Sox World Series betting scandal (Say it ain’t so Joe). That would have still been in a lot people’s memories in 1946.

  7. kensurferhotmailcom Says:

    Pour me a Rupert … I would love to try some of those old beers.

  8. Marty Oppenheim Says:

    Fabulous post!

  9. pontifikator Says:

    My mom and her co-workers in the Garment District often went to The New Yorker.I have a beautiful photo of her there.

  10. countrypaul Says:

    These ads look quaint now, but they were part of the landscape of my life (born in 1945). Great post, Esther! More, please!

  11. Alissa Says:

    Love this! I am the proud owner of a 1964 Yankees World Series program (alas, they lost to the Cardinals) and a 1964 Yankees yearbook. And either a 1962 or 1964 Mets yearbook, too.

  12. velovixen Says:

    Here’s some fun trivia:

    The pastry Holly Golightly (Audrey Hepburn’s) nibbles and the coffee she sips in “Breakfast at Tiffany’s came from Schrafft’s.

    In “Kramer vs. Kramer,” the boy (Billy) eats from a pint container of Schrafft’s chocolate chip ice cream.

    I haven’t seen Schrafft’s ice cream or candies in a long time. Are they still around? I know that the last Schrafft’s restaurant closed about 40 years ago.

    • countrypaul Says:

      Schrafft’s Candy closed in 1981, but someone was going to restart the brand in 2019. I don’t know if they did once Covid got in the way….

      • ephemeralnewyork Says:

        And Schrafft’s plays a role in one of my favorite Salinger stories, Raise High the Roof Beams, Carpenters. A group of wedding guests are stuck in traffic during a parade on Lexington Avenue:

        “‘There’s a Schrafft’s on Seventy-ninth Street!’ she bellowed at Mrs Silsburn. ‘Let’s go have a soda, and l can phone from there! It’ll at least be air-conditioned!'”

  13. Janice Says:

    I don’t understand the mention of the “New York Football Yankees”? Can you explain that?

  14. kfrancisnyc Says:

    My biggest takeaway here was right on the front cover – “Harry M. Stevens, Inc. – Publisher”. Growing up in NJ, his name was all over the concessions at Giants stadium. From hot dogs to scorecards, he had many accomplishments but I didn’t know publishing was one of them.

  15. veritas880 Says:

    Fantastic look back! Thank you for your wonderful and enlightening posts on NYC!

  16. Abe Says:

    Nothing in the Schrafft’s ad says ice cream – just refers to their candy bars.

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