Query: "on the may" (1913)

[Gerald Cohen]

    Would anyone have any idea what "on the may" means in the quote below
(newspaper _San Francisco Bulletin_ April 22, 1913, p.16/2-3; title:
"Tub and Del Are Leading"):

    'The baseball popularity contest is growing hotter.  It is going
to get hotter and hotter.  It will be the hottest thing on the may in
a few more weeks.  It can't get too hot for The Bulletin.  The more
votes that are polled for the various players of the Pacific Coast
League the hotter it will be.  Let the "heat" flow. ...'

---Gerald Cohen