Helmar was the volume leader among the least expensive of the all-Turkish tobacco brands. Advertising targeted gentlemen who enjoyed a good cigarette, but didn't care to pay the premium price asked for Pall Mall, Egyptian Deites, Mogul or Murad. The Helmar advertising used to catch a smoker's attention included those ads published in newspapers and magazines, porcelain, tin, and wood framed signs, plus the always popular and free insert cards. The 'boys of summer' who played ball during the years just before the beginning of the First World War included: Walter Johnson, Ty Cobb, Christy Mathewson, and Reuben Oldring.