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UNLESS....the programme had a printer's error......possible
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Don't think so, the example shown was from 1953/54, and the very same ad was still running on the cover of 1960 programmes (obviously, the Melbo's owner believed in the power of advertising!). I've seen a fair few examples from various seasons and it's always shown as Melbo. Reckon if it was a printer's error, it would have been corrected at some point over the intervening six years!