Eugene Iverd Illustration for Monarch Foods Magazine Ad: Boys Fishing. Material: paper. Size: 10" x 14". Description: color illustration by Waseca native, George Erickson (professional name, Eugene Iverd) for Reid, Murdoch & Co. Monarch Foods in the Saturday Evening Post magazine advertisement; subject shows three young boys seated on rocks beside a lake; an open tin can labeled "Monarch Tomatoes" holds their fishing bait.