What is "gousha"

The H.M. Gousha Company was one of the "Big Three" major producers of road maps and atlases in the United States during the 25 years following World War II, making maps for free distribution by oil companies and auto clubs. Following the end of the free-road-map era, Gousha distributed maps through retailers, and published a number of travel guides and other travel-related books.

For many years the company used a macron over the A (Goushā or Goushá) to emphasize the correct pronunciation. The Gousha name is pronounced (goo-shay').

Brands under the Gousha imprint from the 1970s onward included Chek-Chart and Fastmap, one of the first lines of laminate-encapsulated maps.