Western Springs’ 'Baby of the Month Club'?

In early 1931, the Western Springs Commercial Association, a forerunner of today’s Business Association, stumbled upon a marketing idea that made the front page of newspapers in Chicago and even Boston. “Bigger and better babies … and more of them!” was the slogan of the Baby of the Month Club.

According to records in the Western Springs Historical Society archives, the monthly contest involved determining which Western Springs couple had the first baby born in each month. The Western Springs Times required that they be immediately notified of the time and place of birth, as well as the doctor’s name. 

Why would people bother calling? Prizes! In February 1932, the height of the Great Depression and the first month of the contest, the prize list was already substantial: 

Five gallons of Texaco gasoline from Lies service station, 500 pounds of coal from L.H. Winkelman, $2 gift certificates from the Wright Shop and the Burlington Shop, a free haircut and shave for dad from Otto’s Barber Shop, a $2 plant from Morris Florists, a fine cake from Hentges Bakery, free cleaning from Fifth Avenue Cleaners, a week’s supply of milk from Willow Farm Dairy, dinner for the family at Stone’s lunch room, a new dress for mom from Polly’s Dress Shop, 50 greeting cards from the Citizen Publishing Company, a free car wash from Glasner Brothers garage, a Johnson & Johnson baby pack from Keils Pharmacy, six cans of Gerber baby food from the William Borchardt grocery, a baby bonnet from Kay’s Hat shop, and a two-pound box of candy from the Rich Mart in Hinsdale.

At 4 o’clock in the afternoon of February 4, nine-and-a-half-pound Roger E. Maves of 4614 Gilbert entered the world and claimed the title as Western Springs’ first Baby of the Month. 

After a month or two, one might think that this contest would have run its course. But, headlines from that time period indicated otherwise. By March, the contest was being reported in the Chicago daily newspapers and the prize list had grown to include a savings account at the Western Springs State Bank. And, once again, a 9-pound boy was the first to arrive. 

In April, the LaGrange Citizen reported that several other cities, including Boston, had requested details about the contest. While it is not known whether any followed suit, it is a testimony to how much attention this promotion generated.  

By July, boys had “won” four out of five months. This caused considerable consternation among local statisticians who assumed the odds would keep things fairly even from a gender standpoint. 

In August, the prize list was expanded to include an airplane trip over Western Springs for the parents and infant, if desired, courtesy of the Stinson Airport, then located at East Avenue & Joliet Road.    

While it does not appear as though the contest continued beyond January 1932, there is little doubt that the promotion created some instant celebrities.