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Midway USA

Saturday Evening Post cover with Midway USA sign

In 1939 there were two World's Fairs, one in San Francisco and one in New York City. 

Kinsley shot to fame when the cover of the Saturday Evening Post featured Kinsley, with a 'Midway USA' sign referencing the equal distances from Kinsley going out west and east to the two large coastal cities.

Since then Kinsley has adopted this moniker, and many of its businesses and cultural citations have the word 'Midway' in them.
Midway USA sign