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  Sage (2)

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  Salt Water Tackle Digest (1)

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  Schmelzer Arms Co. (5)

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  Schoenfeld-Gutter Inc. (Sea Gull) (1)

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  Schoverling, Daly, Gales (5)

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  Schultz (1)

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  Sears, Roebuck & Co. (21)

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  Shakespeare (114)

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  Shannon, JP (1)

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  Shapleigh Hardware Co. (5)

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  Shimano (18)

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  Shipley (1)

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  Shure, N. Co. (2)

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  Silstar (3)

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  Simmons Hardware Company (2)

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  David Slater (1)

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  Smith, Bob Sporting Goods (1)

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  South Bend (43)

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  A G Spalding (1)

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  Spidercast (1)

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  Spiral Wind Fish Reel Co. Inc. (2)

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  Sporting Goods Gazette (1)

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  Squires (1)

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  Star Reel Works (1)

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  STH Reels (USA) Inc. (1)

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  Supplee-Biddle Hardware Co (1)

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  SureCatch World (1)

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  Sutcliffe Co. (1)

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  Swift (Abernathy & Closther) (2)

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  Syracuse Fish Rod Company (1)