advertising

DON’T THROW DRUGS ON MY LAWN

Jeff Elliott Leave a comment

Pharmaceutical companies today urge us to pester doctors for free samples. Wouldn’t it be easier if they just threw drug samples into our yards? That’s what they did in the early 20th Century; I can’t imagine why they stopped. What could possibly go wrong?

What gives this story a believe-it-or-not twist is that drug tossing happened so often that Santa Rosa had an ordinance to prohibit “gratuitous or free distributions of any medicines, nostrums, ware, or remedies for afflicted, sick or diseased persons…where, infants or children can or may possess or use the same.” Okay, I can see how that might be a problem. (One patent medicine that began advertising in the Santa Rosa Republican, and thus was a good candidate for lawn samples, was “Dr. Pierce’s Golden Medical Discovery,” which was mostly alcohol with digitalis, laudanum, and the opium-like extract of wild lettuce to “fortify the body against all germs.”)

The other oddity in the 1909 annals of advertising was the free “cooking school” offered by PG&E. Yes, the gas company wanted consumers to use gas stoves – no surprise there. But at the same time, I don’t recall Standard Oil giving driving lessons to sell more gasoline. Also, the ad campaign seemed ill-planned; PG&E bought full page ads in the Press Democrat with only enough copy to fill a couple of column inches. Needless to say, the PD wrote enthusiastic reviews about the cooking demonstrations.

The secret was that PG&E was acting more like Gillette than Standard Oil; they also sold water heaters and stoves directly to the public: “The demonstration is given primarily to call attention to the use of gas for household purposes and to the stock of ranges, water heaters, etc., carried by the local branch of the Pacific Gas & Electric Co.”

The instructor in Santa Rosa was a disciple of Emma P. Ewing, who had sought to pioneer the teaching of home economics after the Civil War. She was called “the woman who would have taught America to make good bread if America could have been taught,” which hopefully sounded less passive aggressive a century ago.

Here Suzanne Tracy, the author of several cookbooks including “Twelve Lessons in Scientific Cookery,” taught classes. If her recipes are an accurate measure, the food she taught Santa Rosa to cook was awful, usually devoid of herbs and any seasonings other than salt and pepper. Her tomato sauce called for just stewed tomatoes and a little butter, flour, and minced onion. (That sound you hear is every Italian grandmother spinning in her grave.)

POLICE WILL STOP A BAD PRACTICE 
Throwing of Medicine Samples Into Dooryards Must Be Checked, Chief Rushmore Says

Complaint has been made to the police that medicine vendors have been throwing free samples of their wares about the yards and on doorsteps in this city recently where children can pick them up and eat it. One man found his baby eating some of the stuff Saturday.

Chief of Police Fred J. Rushmore desires to call the attention of all interested in the matter of the city ordinance governing such actions and declares he will make an example of the first offenders caught violating the law. Any one discovering such distribution going on will confer a favor upon the public as well as the police by immediately notifying the latter that arrests may be made. The ordinance provides: “It shall be unlawful for any person or persons in the gratuitous or free distributions of any medicines, nostrums, ware, or remedies for afflicted, sick or diseased persons to distribute, drop, throw, deposit or leave the same, or cause to be distributed, dropped, thrown, deposited or left in any street, doorway, yard, or place or open lot or otherwise exposed in such manner so that, [illegible microfilm] where, infants or children can or may possess or use the same.”

– Press Democrat, February 7, 1909

COOKING SCHOOL FOR SANTA ROSA
Miss Suzanne Tracy, from New York Schools of Domestic Science, Will Lecture.

Santa Rosa ladies will welcome the good news that a summer school of cooking is to be opened here next week. Miss Suzanne Tracy, the well-known lecturer and demonstrator of the culinary art will give a series of lectures.. Miss Tracy has been conducting schools this year is Fresno, San Jose and Sacramento, and each lesson has attracted large and enthusiastic audiences. The lady is so well known in her profession that little need be said to herald her coming. She is a graduate teacher from New York, and will no doubt expound the mysteries of cookery according to the latest scientific principles. The astonishing fact about the school is that the lessons are to be free. Mr. Thos. D. Petch, manager of the Santa Rosa Gas & Electric Company, has arranged to have Miss Tracy come here and give a course in cooking. Miss Tracy will instruct in all branches of cookery, including soups, salads, bread and cake making, pies, cooking of meats and vegetables, and various kinds of desserts. She will at her lessons use a gas range and will explain how to regulate the heat in order to receive the best results from the least expenditure of fuel. While these lessons have been arranged primarily for gas consumers, Mr. Petch says he extends a cordial invitation to all ladies to take advantage of the instruction by attending the classes. Announcement will be made later as to the place where the school will be and the time of the lectures.

– Press Democrat, August 8, 1909

LARGE AUDIENCE AT THE COOKING LECTURE

The first of the series of ten lectures to be given here by Miss Suzanne Tracy, which was given Wednesday afternoon at the store-room in the Native Sons’ building, drew such a large number of ladies that Manager Thomas B. Petch of the Pacific Gas &  Electric Company, said that it may be necessary to secure larger quarters for the lectures.

The large room had been filled up with a kitchen in one end which contained gas ranges and all the necessary appliances for baking. Miss Tracy took for her subject, “Cakes and Icing,” and gave a very instructive and interesting lecture on the making of cake and icing. The lecture was illustrated by the lecturer who made a cake, baked it, and after making the icing, iced it in the presence of her audience.

Miss Tracy is a lady of charming personality. She thoroughly understands her work and enters into it with enthusiasm. Every afternoon this week she will lecture, taking various subjects each day, so as to give the housekeepers of Santa Rosa a good opportunity to secure valuable pointers on cooking.

The demonstration is given primarily to call attention to the use of gas for household purposes and to the stock of ranges, water heaters, etc., carried by the local branch of the Pacific Gas & Electric Co., at their Fourth street office in the Union Trust-Savings Bank.

– Press Democrat, August 12, 1909

Read More

NAME EVERY STORE THAT SELLS LARD

Jeff Elliott Leave a comment

Can you list 100 businesses in downtown Santa Rosa? Do you also know who owns the company? If so, you might win a hi-tech gadget or cash! Thus was the incentive to compete the Press Democrat’s 1909 “What do you Know About This?” contest.

The contest was sort of a scavenger hunt. The newspaper served up a brief description of 100 businesses, and contestants were required to identify the company along with its street address. The PD warned that it would be a stickler for accuracy: “Answers to be correct must have firm names correctly spelled, and in the usual ‘style’ of the firm. By this is meant that it will not be sufficient to merely say ‘Smith’s,’ or ‘Smith’s Grocery’ when the firm’s correct name and style is ‘John D. Smith & Bro.'” Names of the owners were sometimes demanded and sometimes not, ensuring contestants read the description very carefully: “Study the questions carefully, because sometimes the name of the store as well as the name of the firm and its location is asked for. Then again, sometimes the firm name might be the only thing required.” Golly, could a newspaper contest possibly be more thrilling fun?

It was actually just a clever promotional gimmick for the paper’s advertisers, of course, Herbert W. R. Mallory, a 14 year-old boy won first prize: a “Talk-o-Phone” valued at $25. A $10 gold coin was won by Aletha Hoag in second place, the PD noting her submission “was a model of neatness, being nicely typewritten and prepared with much care.” The week-long contest probably boosted foot traffic for the businesses (even though most contestants apparently were teenagers, and unlikely to be soon in the market for services like electrical contractors or undertakers) and the whole deal was probably soon forgotten.

Today, however, the contest’s questions present a unique glimpse into the very different world of 1909 Santa Rosa. Who knew that opticians made house calls? Or that a dry cleaner would re-curl and clean your feathers? Or that a certain drayage company always painted its wagons yellow? Or that a garage would send a car to take you anywhere in town for a 35 cent fare? There’s much more detail about these businesses than found in their ads, and there’s also red meat here for genealogists; many of the names mentioned in the contest’s answers rarely appeared in the papers, if it all.

Unfortunately, I can’t transcribe the entire text as I usually do. The questions fill two pages set in 8 point type and clocks in at about 13,000 words, which is too much to pound out with my poor, aging fingers. I attempted to OCR the pages (using Google Docs, which has the best OCR I know of), but the image quality is too poor, even after enhancing brightness and contrast – the original Press Democrat microfilm for the entire year of 1909 is the worst quality I’ve ever encountered, and nearly unreadable.

As a compromise, I’ve entered below the names of all businesses and owners (when given) so they can be found by Internet search engines. For anyone seriously interested, I’ve also made available a cleaned-up copy (PDF) of the contest questions and answers in the Comstock House digital library (WARNING: This is a 14M file that will probably take several minutes to download). But to provide a taste of the contest, here are some of the more interesting questions and answers:

* Number 1.–This is Number 1, and it stands for a cigar store of that character, to which is appended in the rear the same kind of a billiard and pool hall. The location is central, and the brands of imported and domestic cigars dispensed cover a wide range of variety. Smoking and chewing tobacco–and don’t forget the chewing gum–of all kinds, and supreme quality. There is always something doing around this popular place. If you are down town evenings hunting for your friend the odds are that you will find him here. This place is conducted by a firm, and the names of both members rhyme exactly. Give the name and number. Bailey & Bailey, 439 Fourth.
* Number 7.–This is not the drug store that advertised a liniment so strong that, applied to the stub end of a dog’s tail, it caused the tail to grow out again and then again applied to the severed piece picked up from the dust of the street, from it grew another dog. But the goods they sell are reliable, dependable drugs, in every case just what they purport to be. This store was started soon after the memorable event of three years ago, and at once took rank as one of the leading pharmacies of the city. It is conducted by a firm of young men who have spent many years of their lives in Santa Rosa, and whose acquaintance oreaches out to all parts of Sonoma County. They are prescription pharmaceuticals and chemicals. They put up a Witch Hazel cream that has a large sale and also Cold Tablets that have demonstrated their merits in hundreds of cases. Their line of druggists’ sundries is very large and they also carry a large line of cosmetics and medicines of all kinds. They are away “up” in the profession as well as the procession, and now it is up to you to give firm name and street number. Belden & Upp, 443 Fourth. 
* Number 9.–This is one of the live grocery stores down toward the Northwestern depot, and they make a specialty of fresh fruits and vegetables, as well as fancy and staple groceries and provisions. Their place is the Santa Rosa depot for Oak Grove butter, than which there is none better made. They also handle the Sperry flour, which needs no “boosting.” This firm has been doing business here about three years, since before the “shake.” They are live men. Give firm name and street number. Fehrman & Peters, 129-131 Fourth 
* Number 18.– This firm makes a specialty of dealing in foods and liquors that are guaranteed under the Federal Pure Foods and Drugs Act. The Government spends many million dollars to protect you from impure foods, but you must do your part by patronizing a firm that deals exclusively in the pure kind. This firm has a large grocery and liquor store on lower Fourth street, selling goods at both wholesale and retail. They have been doing business here twenty-two years. Before the great shake-up or shake-down, whichever you may call it, they were located at 315 Fourth. Where are they located at this time and what is the name of the firm? N. Bacigalupi & Son, 134 Fourth. 
* Number 30.– What meat market is it that at one time was doing business on the present site of the Press Democrat building, where they were burned out on December 20, 1906? They are still running and doing a flourishing business. For a time they did business on Second street, then they moved to their present location. They pride themselves on the very best fresh and cured meats, sausage, etc. They put up also a fine brand of kettle-rendered lard. Give name and street number. Feliz’s Market, Sisto J. Feliz, 540 Third. 
* Number 39.– What is the name of a pleasant rooming house on Fourth street which has 34 well-kept well ventilated rooms? The name indicates that there had been a fire in times past. The building is new and modern and every accommodation is offered those who make their home here permanently, as well as those who come just for one or more days. Every room is an outside room, and all have running water. When you are stopping in Santa Rosa you will find this place very central and desirable. Give name of house, name of propriortress and street number. The Phoenix, Mrs. Dora Grissim, 416½ Fourth 
* Number 66.–What is the name of an all-day and all-night restaurant which advertises itself as the “only American restaurant in Santa Rosa”? They serve meals and short orders in splendid style and have a very liberal patronage among all classes of people. This restaurant has been in existance for about twenty years. The present firm in charge have been conducting the same for only a few months, but they understand their business and are making a fine success. The name of the restaurant is the same as that of a New England city. Give name and street number. Boston Restaurant, 409 Fourth. 
* Number 77.– Now, who is the one man in this city who sells stationery, books and kodaks? There is only one man in the city who keeps the whole combination mentioned. It is up to you to find him. He has been located here five years–just got in in [sic] good time to get it “good and plenty” when the earth rocked and the fires raged. At that time he was on the south side of Fourth, near B. He is carrying a large line of the three articles mentioned, which covers a multitude of items. His prices are very low. He is also agent for the San Francisco morning dailies. Give his name and street number. Temple Smith, 611 Fourth. 
* Number 82.–What is the name of the new garage just around the corner from Fifth street? Also give name of proprietor and street number. Has been running but two months but is going some, just the same. Cars for hire day or night, and bus fare anywhere in the city is only 35 cents. Packages delivered for 10 cents. Keeps gasoline and oil for sale. The owner has lived several years in the city and has a wide circle of acquaintance, from which he draws a big patronage. You can always get an auto here for atrip to the country or surrounding towns at reasonable rates. Auto Garage, G. V. Saunders, 450 Mendocino. 
* Number 88.–The man who writes the signs of the city is almost as important a personage as the man who writes the signs of the times. The old-fashioned sign with a period or a comman between each word and now and then a corectly [sic] spelled word, has gone out of business in every circle where intelligence dwells. The signs in Santa Rosa are a credit to the city as well as to the man, or men, who wrote them. The man who did most of the work is still here and his right arm has not yet lost its cunning. He does all kinds of work and does it right. He makes a specialty of raised and metal letters, and gilding on glass. Also does cloth, banner, and wall signs. You know him. Give his name and the street number of his shop. G. W. Salisbury, 512 Fifth. 
* Number 94.–Repairing shoes by electricity. Like everything else this branch of industry is likewise to be dominated by the “juice.” It has been a steady conquest–ever since Ben Franklin sent up his kite, and the end is not yet. This establishment makes repairs “while U wait.” Does not even place pa bar against the man who neglects to bathe his feet. Does good word and at very moderate prices. Just a few doors off Mendocino. Been here two years. Who is he? Give name and location. Cut Rate Shoe Repair Factory, Dan Picken, 541 Fifth.

(RIGHT: A 1906 Press Democrat ad for a “Talk-o-Phone.” This was the “Souza” model; the Talk-o-Phone Company named each model after a famous living musician without permission)

The believe-it-or-not twist to the contest is that the grand prize “Talk-o-Phone” was rather lame, and maybe not even worth the 25 bucks. Phonograph players – called “disk talking machines” in 1909 – were coveted entertainment centers of the day, and new models cost 2-3 months salary for the average worker. But Talk-o-Phones hadn’t been made for some time; after years of lawsuits by Victor over patent infringement, the manufacturer declared bankruptcy. Besides copying the Victrola’s mechanism, the Talk-o-Phone Company of Toledo, Ohio even ripped off their advertising. Where Victor famously had Nipper the dog with an ear cocked in recognition of “His Master’s Voice,” Talk-o-Phone first had a parrot “learning some new ones.” Santa Rosa stores hadn’t advertised Talk-o-Phones in the papers for ages, and this “prize” had likely been sitting on some store’s back shelf gathering dust.

BUSINESSES AND NAMES IN THE PRESS DEMOCRAT’S 1909 “WHAT DO YOU KNOW ABOUT THIS?” CONTEST

PAGE ONE: Bailey &  Bailey; Ketterlin Brothers; St. Rose Drug Store, Wm. McK. Stewart; Kopf &  Donovan; Dixon &  Elliott; Sonoma County Fruit &  Produce Co.; Belden &  Upp; Ideal Cyclery, Howard &  Muenzer; Fehrman &  Peters; Santa Rosa Planing Mill, P. H. Kroncke; California Oyster Market &  Grill, Athanasiu &  Apostolides; Grand Central Market, Wm. Steinbring; W. W. Felt; Dohn’s Express &  Storage Co.; Crystal Dry Cleaning and Dyeing Works, Geo. B. Pierce; Hattie, McKinney &  Titus; Santa Rosa Marble &  Granite Works, Kinslow Bros.; N. Bacigalupi &  Son; Acme Cyclery, Henry Jenkins; Depot Market, Joseph Dont Jr.; Santa Rosa Garage, S. D. Burris; Bauman &  Milburn; New York Pork Store, Wm. Sukalle; M. C. Yoell; E. T. Briggs; J. W. Andrews; H. K. Kagee; New York Shoe Store, L. Demeo; J. W. Wood; Feliz’s Market, Sisto J. Feliz; Lomont &  Co.; Dr. J. E. Jobe; Grand Central Market, Cummings Bros.; L. H. Thalman; Campi Restaurant and Lodging House, P. Bianchi; The Castle; The Missouri Shoe Store, B. Tobias; Grant Patterson; The Phoenix, Mrs. Dora Grissim; C. M. Bruner; Moke &  Ward; W. E. Case; Domestic French Laundry; David Glickman; Flagler’s; Keegan Bros.; Dan Behmer

PAGE TWO: A. C. Smith; Dr. V. Hoffer; Juell’s Drug Store; Santa Rosa Furniture Co.; Lewis &  Son; A. J. Pommer Co.; J. H. Potter &  Son; McHarvey’s; Muther &  Son; The Ladies’ Arcade, Mrs. I. Rusden, Miss Annie Scott; Santa Rosa Transfer &  Storage Co., A. D. Sund; Hodgson-Henderson Co.; Coon &  Bent; W. C. Davis; R. C. Moodey &  Son; Santa Rosa Department Store, A. T. Sutherland; Brooks Clothing Co.; Ayers &  Paul; Boston Restaurant; Sherman, Clay &  Co., F. L. Vanderlip; R. Isabel Waddington; Wiley B. Allen Co.; McConnell-Prentiss Co.; Sterling Cyclery, Burmeister &  Walker; James A. Brown; Cnopius &  Co.; New Method Cleaning Co.; Field Bros.; Palace of Sweets, C. T. Sherman; Temple Smith; Pierce &  Pillar, Santa Rosa Glove Co.; Neil Sinclair; W. H. Upton; A. Bryant; Auto Garage, G. V. Saunders; Union Trust-Savings Bank; Lawson-Rinner Optical Co.; Dr. H. G. Hewitt; Frank Berka; Hoyt Brothers; G. W. Salisbury; The Monarch Cyclery, Marlatt Bros.; Gamble Bros.; S. T. Daken; The Harper Hair Dressing Parlor; J. C. Mailer Hardware Co.; Cut Rate Shoe Repair Factory, Dan Picken; Fashion Stables, Wm. Hockin &  Sons; Houts Auto Co., O. L. Houts; Sonoma Tent &  Awning Co.; The Cash Cyclery; Campbell &  Coffey; A. M. Hildebrandt

— Press Democrat, June 2, 1909

Read More

PRETTY PAGE, UGLY PAGE

Jeff Elliott Leave a comment

A gourmet savors the taste of a sauce; a lover of classical music and art sighs over symmetry of a sonata or sculpture. Me, I swoon over the frenzied chaos found in turn-of-the-century newspapers, with screamer headlines using enough black ink to gag a squid. “LOOK AT ME!” “BUYYY MEEEE!” headlines shouted in cacophony, each promising stories more sordid, more terrific than any of their competition on the sidewalk newsstand, often with eye-catching photographs exploding out of the frame. The wonderful artists who designed these pages had little idea what they were doing; they were unbound by established conventions or stylebooks, guided only by what they hoped might tease a curious citizen out of a nickel.

There is no good book on the evolution of newspaper graphic design (as far as I can tell), which is a shame – as the craft matured from the Civil War onwards, so was developed the art of persuasion, both for political and advertising ends. Much originated with the Victorian England tabloids and was imitated in late 19th century America, but a new pace was set by the newspapers of William Randolph Hearst, who clearly understood that visual style was integral to telling a compelling story (as well as using those stories to advance his political objectives). Nor did he hesitate to use graphics for just the sake of attention; my favorite Hearst design story is that one of his papers printed a full-sized picture of a revolver that took up far more space than the accompanying story, which simply mentioned that a gun had been used in a minor crime.

Besides paying tribute to Hearst’s innovations, I hope that whomever writes this history will give salute to George French, who wrote prolifically in printing trade journals at the time about the importance of typography, then later specifically about graphic design (and psychology) in “The Art and Science of Advertising” and other works. If you have any interest at all in this topic, don’t miss his 1919 masterwork, “How to Advertise” which could be a textbook for communication majors today (and probably should). French and others ushered in the golden age of newspaper design, magazine illustration, and print advertising, which all coincided c. 1910-1925. Stylish was the new style; it was as if every editor and artist decided it was time to doff the work clothes and slip into evening wear, a chilled martini in hand. But that’s getting ahead of our story.

Below are partial front pages of four newspapers, all published on October 23, 1907 (click on any image to enlarge). This was an important news day; it was near the peak of the Bank Panic, and fears ran high that the U.S. financial system was about to collapse at any minute. The Santa Rosa Press Democrat is included not just because it’s the hometown fishwrap, but because its coverage and layout was quite typical of smaller newspapers at this time. Stories were crowded together with little or no organization, making it difficult to read; the front page was an ugly slab of newsprint, little changed from how it had looked during the late 19th century. An academic paper comparing coverage by the New York Times and the Wall Street Journal is also available.
* The Press Democrat was a morning paper, so to be fair, it must be noted that it was reporting on events from the previous day (although the following edition kept the same layout, with a 2-column story in the same place and the same font; the headline that day was, “FINANCIAL SITUATION IS PANICKY ALL OVER COUNTRY”). Not much detail on the crisis was ever provided in the PD; as Santa Rosa is on the rim of the San Francisco Bay Area, anyone seeking in-depth coverage could find it in papers from that city and Oakland, which arrived on the morning train. Typical of 19th century newspaper design, there are plentiful subheads and every story is presented in the same, basic typography. The single graphic is unrelated to any news in the paper – it’s a portrait of an East Coast railroad company president. In this era the PD front page often splashed portraits of notables and pictures of buildings; did editor Ernest Finley hope any random photograph would boost readership?
* Before the advent of Hearst, the New York World (top right) was certainly the best-looking paper in Victorian-era America. The front page was usually illustrated with original small engravings, and in 1898, their massive color printing press changed the Sunday Comics forever. But like the New York Times, the 20th Century began with World remained locked into the 19th century grid format of simple typography pouring down columns that were the length of the page. By 1907, however, the design was less rigid, and the World could (almost) pass for an outpost in the Hearst empire. In the example here, the World’s front page tastefully mixed typography to differentiate and emphasize stories. The World also followed Hearst’s style of placing the results of the most talked-about sporting event at the top of the front page, no matter what else the news.
* The San Francisco Call presented the most beautiful layout of the day, with banner-width headlines and neatly organized articles. Alas, the progressive Call also followed Hearst’s lead in twisting the news to further the paper’s political objectives. President Teddy Roosevelt didn’t “boldly defy” bankers as the headline claimed; he’d only made a short comment to the press blaming “stock speculators” for the crisis. The Call also featured a political cartoon on the front page, another hallmark of the Hearst style – and coincidentally, this cartoon actually jabbed at Hearst, himself. (The cartoonist’s message refers to Hearst’s backing Dan Ryan for San Francisco mayor; Leon Czolgosz assassinated President McKinley In 1901, and his supposedly “weak and excitable brain” was driven to murder because of Hearst’s fear-baiting editorials. Ipso facto, Ryan was in league with a crazed assassin.)
* The Oakland Tribune produced a front page with quite a nice layout, but the paper is also the hands-down winner of the Rosebud Award for Hearstian Sensationalism. The “rich man” who committed suicide had nothing to do with the financial crisis; he was a local businessman who killed himself for no known reason. And the “Stock Exchange” was really the Pittsburgh Clearing House, whose temporary closure was little noticed outside of Pennsylvania and, for some reason, Oakland California.

I want to write more about this topic in the future, and had intended to share my appreciation of old newspaper design since this blog was launched in 2007, but never got around to it. What finally inspired me was the advertisement below, which is so godawfully bad that you must understand that really, really good design existed at the time in order to appreciate its brain-freezing idiocy.

The full page Press Democrat ad – which appeared SEVERAL TIMES in early 1908 – depicted a drawing of a house. Over the drawing were small business ads, sometimes shaped as if they were signs physically posted on the house, but also sometimes awkwardly floating in the air. These were supposedly “the leading business houses in Santa Rosa.” Houses: Get it? Get it? (I swear, I have not seen an adult human bean produce anything this childlike since a dental hygienist once forced me to gaze upon an instructional poster she had created at dental hygienist school. Red heart-shaped sparkles were glued around the mouth of a patient to suggest a clean bill of health, but I recoiled because without my glasses, it looked like the person was spewing blood after a runaway drill mishap.)

Regrettable concept aside, someone at the PD probably deserved credit for creative salesmanship. These businesses were all steady advertisers who had 1-inch text ads appearing three or more times a week. Presumably the paper collected a premium for “featuring” them in this swell display.

And then there was the ad copy, which offered additional wonders. The slogan, “better smoke here than hereafter” was, more or less, the advertising message of the tobacco industry for the rest of the century, although it was usually expressed with more subtlety. It was nice to know that H. H. Moke was an EXPERIENCED mortician, and the Marlott Bros. conducted a first-class bicycle business, even though their address was secret. The White Star Laundry included the squib, “And this is the House of Clean Linen”, which I always read as a question delivered in a Borscht Belt accent. And who could resist Little Pete, whose restaurant had the charming motto, “eat with me and you will love me always.” Now, there was a guy who truly understood advertising.



Read More