St. Louis, Mo – Niagara Falls, N.Y. Highway Strip Map

Large strip map promoting “The Rainbow Trail” between St. Louis and Niagara Falls.

Published prior to the days of interstate highways, this 1927 strip map provides a detailed set of directions between St. Louis, Missouri and Niagara Falls, New York. The route (consisting primarily of U.S. Highway 40) is depicted in a linear format and shows every intersection that would be encountered by the intrepid traveler.

Large scale insets show details on the urban areas and mileage numbers provide total distances between each point visited along the way. The map was apparently issued by the Shredded Wheat Company, and includes several large signboards adjacent to the route highlighting the proximity to the company’s headquarters in Niagara Falls.

The verso features a map highlighting the distribution of Shredded Wheat in the United States and Canada, as well as photographs of local attractions and company buildings. The publication may have been an effort to attract new talent or business, as the company was acquired by Nabisco the following year in 1928.