Lots of paper and print items were generated on Roy Rogers and his horse, regretfully I could not feature more in my Trigger book. Promoting and controlling an image is critical to the success of a celebrity, two-legged or four-legged. This is not to say Roy Rogers, Trigger and Little Trigger were not talented and charismatic individuals. Public relations will always be the name of the game and some should be taken with a grain of salt.

The rarest paper item having to do with the King of the Cowboys is “The Roy Rogers Pressbook.” It’s the first time Len Slye’s face was paired with Roy Rogers name. The image above was created by designer Jack Tom with photos from the Roy Dillow archive.
An early publicity shot of the newly christened Roy Rogers. Note the outfit, the same duds featured in “The Roy Rogers Pressbook” and early Under Western Stars promo. Also note the early tag line over the signature.
Small promotional column featuring Republic Pictures’ new singing cowboy Roy Rogers riding a white horse.
Trigger’s prowess as a trick horse was the subject of many a magazine feature. Little Trigger was the actual performer of course.
“Win A Pony” contests were offered periodically by Post Cereals, they were every little buckaroo’s dream.
Trigger Jr. was the only purebred in the Roy Rogers Remuda.
Disneyland cowboy style. B-western stars were very enterprising. A few tried to develop theme parks that could also be used as film locations: Ray “Crash” Corrigan’s Corriganville and Hopalong Cassidy’s Hoppyland. None were successful in the long run.
From the Roy Dillow collection, a recent Ebay find.
Flyer for the Roy Rogers Rodeo, 1957. I attended this event with my parents and sisters, a magical experience and burned into my memory.
Menu for the the Apply Valley Inn.
Roy Rogers’ way of sharing Trigger with his devoted fans who could write in for a card or buy one on a Hartland Trigger box.
Soft cover booklet promoting the Republic Pictures feature The Golden Stallion.
Little Trigger earned his oats as a touring trick horse. He appeared in the bulk of Rogers’ movies and a handful of his television shows.
Weekly newspaper feature with a far-fetched claim that a Rogers cousin named Trigger.
Little Trigger once again going through a series of tricks with Glenn Randall no doubt cuing him off-camera.
Fan club newsletters were a great promotional tool.
According to this weekly promo, Rogers was insured for a million dollars and Trigger for $150,000.
The image of Dale Evans rearing Trigger on this box cover may be a paste-up job.
Back in the day books on horse breeds noted Trigger as the primary representative of the palomino. The book simply titled Horses, was no different. While Trigger was not mentioned by name, the blaze is unmistakeable.
While Roy Rogers and Dale Evans’ were in Houston for the 1952 Houston Fat Stock Show and Rodeo, Roy’s horse, Trigger, made two personal appearances at local Sears locations.
Roy Rogers on Little Trigger on trade magazine promotional page. The fine print lists some of the merchandising spinoffs (comic books, fan clubs, etc.).
“The Roy Rogers Pressbook” downloaded online, source unknown. A two-sided brochure consisting of six pages. Note Rogers on a bay, a white and a sold colored palomino. Trigger was nowhere to be found.
A very early newspaper promotional photo and blurb, this time with Trigger. Note the thin bridle, only seen in the first photos the duo took together.
This cartoon montage was created by Pulitzer Prize-winning cartoonist Reg Manning.
Many a B-western star sponsored their own clubs complete with a cowboy code, including Gene Autry, the Lone Ranger, and Hopalong Cassidy.
Roy Rogers on Trigger Jr., a post card from the Apple Valley Inn. The singing cowboy leased his name to the property. His collection was first displayed there and later moved to his own museum in Victorville.
Official registration paper for German Shepherd dogs fathered by the original Bullet who was not owned by Roy Rogers.
Newpaper feature from the 1950s. According to the caption Trigger was on the Republic payroll for $750 per week. Pure hype.
A full page ad from New Mexico Magazine, 1957.
Display wall New Mexico State Fairgrounds entrance, 1957. Found by Mike Johnson on Ebay.
Two-page poster spread featuring Roy Rogers and Little Trigger. The spin usually emphasized Rogers as the first trainer not Glenn Randall.
This All-Breed chart is correct in that Trigger’s sire was not a Tennessee Walker, Trigger Jr’s was.
Trigger Jr. was an outstanding dressage horse and could do a few tricks.
More studio hype for the feature My Pal Trigger. The foal used in the film was not sired to the original Trigger who was never used as a stud.
Republic Pictures promotional page featuring two Triggers, the portraits on top are of the original horse, the four photos underneath are of Little Trigger.
Many Trigger obituaries appeared a year after the palomino died, this one is dated March 30, 1966. It states incorrectly the horse was 33 when he passed, he was 31.
As Glenn Randall’s reputation started to surface, articles and interviews appeared.
Yet another magazine page devoted to Little Trigger’s prowess as a trick horse.
When Roy Rogers was not touring or making movies, trainer Glenn Randall toured with his own string of palominos and Trigger Jr.
Dale Evans number 4. The Queen of the West using plastic tack and riding Pal.
From the Spanish this translates to “the prodigy horse,” probably the “Trigger Jr.” movie. 
Dale Evans riding Trigger on trade magazine promotional page. The fine print lists some of the merchandising spinoffs (comic books, fan clubs, etc.).