Montag Bros., Inc. Records

The Montag Brothers’ Blue Horse trademark rode across the South into thousands of classrooms on the front of writing tablets, composition books and looseleaf filler packets for close to 40 years. A marketing promotion launched shortly after the depression to boost lagging sales proved to be a winner for the small stationery and school supply company. Millions of trademarks from Blue Horse products were cut, collected and redeemed for cash and prizes, and by 1950, Montag was one of the largest companies in the industry. A state-of-the-art, 280,000 square foot plant was built on a 21-acre site in the heart of Atlanta, on North Highland Avenue. The property was known to many as the circus grounds where Ringling Brothers stopped and hoisted their big tops every year. In 1960, Montag and Champion Paper joined forces. The company merged again with Westab and finally, Mead Paper Company, which was the last step for The Blue Horse.