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"There came along in the gutter a sandwich-man. […] Now I read what was on his boards. […]"
1904, Gideon Wurdz, The Foolish Dictionary:
INDORSE To write on the back of; the best indorsed man in town being the Sandwich-Man.
1911, Arnold Bennett, The Card:
Certainly it amounted to a continual advertisement for him; an infinitely more effective advertisement than, for instance, a sandwichman at eighteen-pence a day, and costing no more, even with the licence and the shoeing.