This matchcover seems to be a product of the shocking 1970's, when it might have been slightly okay to use the name "Hell", because after all if movie stars could say it on the big silver screen, there's no reason you couldn't print it on a matchbook. Also, it has a front striker, which means it would have been made before 1973, when they started to make back strikers for safety reasons.
But back to the text and the reason I collect. Matchcovers are purveyors of information, mostly where it came from; the place, the location, the address. They're like a tiny billboard you could put in your pocket or purse. A high-class business could show off 'look where I've been', with an air of prestige. A low-class dive would have the opposite effect, but with collecting, the high and low classes of matchbooks get treated the same- as mementos of places that may no longer exist.
Inside the cover, there is sometimes more information. In this offering, that's where you find the reminder for the question, "Where the hell did I get this?" Why, the Lakeview Motor Lodge, Restaurant & Lounge, that's where! Located in Trenton, Missouri, this motor lodge is still doing business near the intersection of Hiway 6 and US 65. While Lakeview sounds like a generic name for a small mid-western motel, maps indicate that there is a large lake in Trenton (Trenton Lake) that could possibly be viewed from the motel parking lot. That's the one thing this cover doesn't tell us, so the ? is more than appropriate.
