The first time Santa Rosa had more than a couple of dimes rattling around its coin purse, the town bought itself a present. A really big present.
“It gives us unlimited pleasure to chronicle the fact that a long felt want, in the shape of an opera house is at last to be built in Santa Rosa,” boasted the town’s Sonoma Democrat newspaper in mid-summer, 1884.
That opera house was to be called the Athenaeum (a name usually given to a library or academic/literary salons, not so often public theaters). It filled the western side of D street, from Fourth to Fifth streets and was 80 feet wide. Newspaper readers were repeatedly reminded that it was the largest auditorium in the state outside of San Francisco.
The Santa Rosa Athenaeum in 1890. (Photo courtesy Sonoma County Library)
Why a farm town of 5,000 needed an auditorium large enough to hold up to half its population was never discussed. But the mid-1880s were boom times for Santa Rosa, and much of the original downtown was being replaced with entire blocks of new buildings. A new city hall was built along with that pretty little courthouse in Courthouse Square. There were forty other projects under construction at the same time as the Athenaeum, almost all of them made out of bricks. Almost all of them would collapse in the 1906 earthquake, including the Athenaeum.
Outside it looked like a nondescript brick warehouse, but the interior drew high praise. Alas, there are no (surviving) pictures of it – a dilemma I often encounter here, so indulge me a short rant: Except for a couple of postcard views of the exterior, there are likewise no photos of the fabled 40 room “Buena Vista Castle” near Sonoma. Jack London’s Wolf House was nearly complete when it burned down, but there is only a single glimpse of the place under construction and most of it is obscured by a horse-drawn wagon in the foreground. There are no images of the inside – all of which is particularly aggravating because London was a photojournalist. I could name scads of other really interesting-but-lost-forever views just in Santa Rosa during the era when Kodak cameras were ubiquitous; I can’t understand why something was considered picturesque or important enough to be described in a newspaper – yet apparently no one thought of whipping out a Brownie camera to take a snapshot.
Fortunately there are multiple descriptions of the theater which paint a pretty detailed picture. I still wanted to find an image of an auditorium that was a reasonably close match and spent much of the last week prowling through hundreds of photos and period drawings of theater interiors here and in Europe. Two finalists were the Memphis TN Lyceum and the Virginia City NV Opera House, but the former is a little too cavernous and the other lacking architectural details. I could find only one theater that fits comfortably in the Goldilocks zone – and may the goddesses forgive me, it’s the Golden Horseshoe at Disneyland. All important details and proportions match except the Athenaeum was a few seats wider.
Let’s take a look inside the Athenaeum: Start your virtual tour by standing in front of the lovely 1911 Beaux-Arts style Doyle Building at 641-647 Fourth street. This has exactly the same footprint as the Athenaeum, except the stairway to the upper floor was almost twice as wide. At street level there was always a grocery to the west side of the stairs (more about that below) and in later years the Santa Rosa post office was on the corner side.*
The theater occupied the second and third floors. At the top of the stairs was the foyer with the box office. Wainscotting in the foyer used black walnut – a nice signal that you were entering a space that was posh and as permanent as a bank. Staircases on either side led to the third floor, where there was another larger foyer which took up about sixty feet of the top story. This was called the Society Hall and was rented out for banquets and dances when the theater wasn’t booked.
Beyond the top floor hall/foyer, theatergoers took seats in the balcony which wrapped around three sides of the auditorium. Called the “gallery” at the time, the balcony was both suspended from the ceiling and supported with posts. An item in the Democrat paper suggested some were squeamish over the safety of the overhanging balcony. “Let us whisper to the timid, if any such are left, that each of the seven iron columns under the gallery will support a weight equal to two hundred tons, or fourteen hundred tons in the aggregate.”
The gallery had the cheap seats but anyone who could afford better would sit below. There was the parquet circle directly beneath the gallery; like the balcony there was a baluster rail in front. It was (probably) at stage level, which meant the sight lines and acoustics were better than the main floor. The primary difference from the Disneyland theater was that the Athenaeum had more private boxes overlooking the stage; six on each side at the gallery level, and two on either side of the parquet circle.
The stage lights and everything else in the auditorium was lit by gaslights which were individually controlled by a panel. In the middle of the ceiling was an enormous “sun burner” (MORE info) which brilliantly illuminated the hall when turned up full. But what everyone was buzzing about was the artwork – the ceiling and walls were covered with murals. The Sonoma Democrat had the most detailed description:
About the ventilator in the center is a bit of sky, with clouds piled cumulus like, just as we sometimes see them on the horizon, while trailing vines, laden with blossoms seem to be peeping in the windows of some conservatory. The entire ceiling and gallery walls are hand painted, and at each corner a lyre and sprays of vines retain the eye, with elegantly designed borders enclosing numerous sky blue spaces. At the corners are huge clusters of reeds, conventionalized branches of leaves beneath. The area in front of the top of the stage is resplendent with flowers and sprays, and must be seen to be appreciated. |
The stage itself was in the classic proscenium 19th century style, with drapery and an olio painted curtain depicting “a villa in the distance, amidst a beautiful grove with a magnificent garden in the foreground.” The artist was Thomas Moses who later became a top artist in this niche, painting scenic drops like this for theaters all over the country, including Broadway.
The official seating capacity was 1,600 although numbers up to a thousand higher were also mentioned. Theaters like this used wooden chairs, not seats bolted to the floor, so it was only a matter of placing them farther or closer together. (The cheapest gallery seats were apparently fixed in place, however.) Press Democrat editor Ernest Finley wrote an appreciation of the old place in 1932, which was abridged in a book, “Santa Rosans I Have Known.” Finley wrote “The theatre itself seated 1700 persons while 2500 could be and frequently were crowded in.”
Finley, who grew up in Santa Rosa, also recalled the Athenaeum box office was a popular place for kids to money launder any counterfeit coin which “sometimes found its way into their pockets without its spurious character being noticed.”
The Athenaeum’s official dedication was the night of July 9, 1885. After the orchestra gave “a preliminary toot or two,” there were remarks by the president of the Athenaeum association and a San Francisco theatrical manager, then an actress read a really bad poem. (“…Through groves of drooping oak, a glistening stream/ Runs, like a silver thread, through emerald green/ And over all is sunset’s purple sheen./ Another change the Mexican appears/ He seems a centaur, horse and man, and spurs./ Across the unfenced valley, like a bird/ He sweeps, amid his startled sleek skinned herd…”) Once that was suffered through, the curtain went up for the performance of a blood-and-thunder melodrama based on Jules Verne’s novel “Michael Strogoff.”
The Santa Rosa paper enthused over everything about the evening (“It was the first time Don Mills’ mule ever greeted an audience”) but glossed over the detail that the theater wasn’t even half full on its opening night. It appears that it would be more than a year before the Athenaeum was actually filled, and that was for a free October, 1886 speech by the Republican candidate for governor. (Predictably, the highly-partisan Democrat sniffed, “His speech was dry, prosy and wearisome, and elicited very little applause.”)
Thus was the fate of the Athenaeum clouded from its earliest days. Although the theater itself was a jewel by any measure, it’s hard to imagine that a hall which was only open every week or so – and then usually around half empty – could be profitable. When the entire hall was rented out and open for free admission it was sometimes reported filled: Church coalitions brought in famous bible thumpers, political parties had election eve rallies and small groups held conventions – the State Sunday School Association was scheduled to be there in late April, 1906, with plans cancelled because of the earthquake.
Finley and others wrote of the celebrated performers who appeared on its stage. Yes, John Philip Sousa’s famous brass band played a rousing concert and modern dance pioneer Loie Fuller was here. Heavyweight boxing champ James Jeffries tried to jumpstart a new career starring in a play about Davy Crockett (the audience liked it most when he hit things or flexed his muscles) and San Francisco promoters sometimes booked a slate of classical music artists, mainly opera singers past their prime.
But for every highbrow concert by a “tenor robusto” there were twenty performances of hoary melodramas like “Ingomar the Barbarian” or trite comedies such as “James Wobberts, Freshman.” For every serious debate or lecture by someone like the guy predicting the year 2000 there were a dozen touring comedians such as “Yon Yonson,” “Ole Olson,” or vaudeville acts like “Thirty Educated Dogs.” And there were minstrel shows – lots and lots of minstrel shows.
The melodrama “Chimes of Normandy” and the comedy “Wang” both appeared at the Athenaeum in 1900
Ridgway Hall was the only other venue downtown for large gatherings and it was mainly used for dances and county conventions, but the Athenaeum was used for local events, too, including commencement ceremonies and school literary exercises. Locals also put on shows at the Athenaeum; Gilbert & Sullivan’s “Mikado” was produced here and Santa Rosa Attorney T. J. Butts produced a farce he had written, “Misery, or Three Spasms for a Half.” (A few years later, Butts participated in a lecture series on the topic, “What Is the Matter with Santa Rosa?” His position was that “our city government is as good as we deserve,” which gets my vote as our city motto.)
The Athenaeum was completely destroyed in the 1906 earthquake and many commented that it was a good thing it didn’t hit when the theater was occupied. Three days earlier, nearly every kid in town was in there for choir practice before the upcoming Sunday School convention. Ernest Finley wrote the best obit in his 1932 reminisces:
The Athenaeum went down at the time of the earthquake, together with everything else in that entire block…the Athenaeum was built by T. J. Ludwig, active here as a contractor at that time, and its plan of construction was much criticized. Resting on the side walls of the building were great trusses which stretched across from one wall to another and from these the auditorium was practically suspended in air. There was some underneath support, but not too much. There was no regulation of such matters in those days. This type of construction would not now be permitted anywhere. After the building collapsed, investigation showed that certain beams in the great trusses, which were entirely of redwood, had decayed at the edges. It is not improbable that, had the building continued in use many years longer, some of these beams might have given way under the tremendous strain and a holocaust far greater than that occasioned by the earthquake itself might have resulted. |
Oddly, some of the early hype about the theater focused on the impossibility of its collapse. The Democrat promised before construction began that it was to be an “earthquake proof building,” and a few days before it opened, the paper offered a commentary on the safety of the Athenaeum and the new courthouse. “This is a good time to kill the idle street talk we hear about one building being unsafe, and another one just ready to topple over…So will Santa Rosa outgrow the little fellows who go whining about the streets. If none of them die until they are killed by the falling of Athenaeum, or the new Court House, they will survive a hundred years, which would be a greater misfortune to the city than the fall of both those substantial and elegant structures.”
*The Athenaeum Grocery was an ambitious effort to create a real food market, complete with canned goods, fresh produce, a butcher and fish counter, and something like a deli offering lunch. “Many a lady dreads the Saturday’s marketing, because she knows that she will perhaps have to walk over the whole town before completing her purchases, but when the new central market is opened it will be different; she may do all of her marketing in the one building, and her purchases will be delivered at the same time.”
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Santa Rosa Athenaeum, 1906 (Photo courtesy Sonoma County Library)
Santa Rosa Athenaeum.
It gives us unlimited pleasure to chronicle the fact that a long felt want, in the shape of an opera house is at last to be built in Santa Rosa. A joint stock company with a capital stock of $20,000 has been organized, and incorporated under the laws of this State for of constructing a solid, substantial and earthquake proof building, on the corner of Fourth and D streets, covering that entire lot, extending through to Fifth street, known as the T. H. Pyatt lot. The building will have an eighty foot front on Fourth and Fifth streets, and will be 200 feet in depth. The seating capacity will be from 1,600 to 2,000 people. Two stores will be fitted up on Fourth street, and a society hall will also front on the same street. A gallery will extend around three sides of the building. The main entrance to the auditorium, will be from Fourth street with side entrance from Fifth aud D streets, so that the hall can be quickly cleared in case of a panic. The stage will extend across the Fifth street end of the building, and will be seven feet from the door. On each side will be three dressing rooms for theatrical companies. Under the stage a kitchen with range and all other necessary equipments, and a spacious banquet hall will be fitted up for the convenience and benefit of fairs, festivals, etc. The structure promises to be one of the most convenient and perfect ever built, and fills a long felt want in this community.
– Sonoma Democrat, July 5 1884
The lot for the Santa Rosa Athenaeum, on the corner of Fourth and D street is cleared, and work excavating for the foundation has commenced.
– Sonoma Democrat, July 19 1884
Our Opera House.
We strolled into the Athenaeum on Friday afternoon and found the timbers for the gallery being placed in position, and the scantling for the different partitions being erected. The inside is going to present a handsome appearance. The gallery is semi-circular in form, and the timbers for the “circle” are being bent as they are being placed in position, under the immediate supervision of Col. Gray, whom we saw, with hammer in hand, as busy as any of the artisans. We should suppose that there were about thirty men engaged with hammer and saw, and noted that the work was progressing very satisfactorily.
Mr. Mailer, of the firm of W. C. Good & Co., informs us that the tin for the roof is all in readiness in the shop, and that twelve men are putting the work on the roof, as rapidly as possible. A few days fine weather, and the roof will be tinned. This firm have just received a consignment of ninety boxes of tin for the roofs o( other buildings now in the course of completion.
– Sonoma Democrat, February 28 1885
Handsome Ornamentations.
We were permitted to take a view of the ceiling of the Athenaeum, on Friday, as the decorative artists had just completed their work. It is a study in art. About the ventilator in the center is a bit of sky, with clouds piled cumulus like, just as we sometimes see them on the horizon, while trailing vines, laden with blossoms seem to be peeping in the windows of some conservatory. The entire ceiling and gallery walls are hand painted, and at each corner a lyre and sprays of vines retain the eye, with elegantly designed borders enclosing numerous sky blue spaces. At the corners are huge clusters of reeds, conventionalized branches of leaves beneath. The area in front of the top of the stage is resplendent with flowers and sprays, and must be seen to be appreciated. We consider it the most elegant finish we have ever seen in so large a building. The theater will be ready for occupation about the first June. In the main auditorium the seating and finishing touches only remain to be attended to, but the stage and the front hall yet remain to be finished.
– Sonoma Democrat, May 16 1885
Ambitions Santa Rosa.
The San Francisco Figaro, of a recent date, contains the following: “It may seem strange, but it is true nevertheless, that Santa Rosa will soon have the largest and most magnificent theatre building outside of San Francisco. Though occupying nearly as much space as our Grand Opera House, it will have only two circles, it is decorated in grand style, is called the Athenaeum, and will be finished about the middle of next month. Good for Santa Rosa, which is one of the most delightful cities of the interior, and a growing one, surrounded by a rich farming region, belted by timber lands almost inexhaustible. With a modesty unusual and worthy of note, the owner of the edifice did not give to it his own name.” Come up and see it Bro. Bogardus, and if we don’t give you a hearty welcome for old time’s sake, we will try it. Call soon.
– Sonoma Democrat, June 6 1885
The Athenaeum.
We stopped a moment at the Athenaeum, on Tuesday. Preparations are being made to lay the stone sidewalk, by putting in the curbing. Work on the inside is progressing. Painters are priming the woodwork, and graining has commenced. The railing for the boxes and about the orchestra are placed in position. The handsome railing for the stairways leading to the gallery is being put up. The doors about the entrance to the parquette and dress circle are being hung. The racks and slides for the scenery are being put in place and the lower hall is being graveled for cement pavement.
– Sonoma Democrat, June 13 1885
Dedicating the Athenaeum.
In response to an invitation of the Board of Directors of the Santa Rosa Athenaeum Company, a number of gentlemen met at the parlors of Occidental Hotel to consult in regard to the formal opening of the building, now so near at hand. In response to this, there were present…
…The building is nearly completed. The seats in the gallery are about finished. At the ends of the gallery circle, nearest the stage, are six compartments on each side the building set apart by railing as mezzanine boxes. Directly below them, at the terminus of the dress circle, are four elegant boxes, two on each side, decorated very handsomely and elaborately.
We have stated that six iron pillars have been placed beneath the gallery, which support it, so that it is no longer suspended from the roof.
The chairs for the boxes, dress circle and orchestra will arrive in a few days. They are on the way. There are 800 of them.
Work laying the scenery is progressing rapidly, and the stage now begins to have the appearance of business.
The painters and grainers are putting the finishing touches to the main hall, and back stairway, and glaziers are preparing the sash for the numerous windows. The wainscotting in the foyer passages, doors and stairways is black walnut. In the banquet, ball and offices, oak.
The patent stone work for the sidewalk and lower portion of the main entrance is completed and is now hardening. Work laying the basalt blocks in the gutter is progressing.
RECEPTION AND PROMENADE CONCERT.
The Committee appointed, as mentioned above, met immediately after the conference adjourned, and adopted the following programme:
1. Overture by orchestra.
2. Prayer by Rev. J. Avery Shepherd.
3. Remarks by the President. B. M. Spencer.
4. Dedicatory by A. B. Ware.
5. Vocal Music.
6. Remarks by R. A. Thompson.
7. Vocal Solo.
8. Closing remarks by Senator G. A. Johnson.
9. Overture by orchestra.
10. Promenade concert and reception.
[..]
– Sonoma Democrat, June 20 1885
The Athenaeum.
We were permitted to visit the interior of the Athenaeum on Tuesday, and found Mr. Bumbaugh with a large force of painters at work. The main hall has been most artistically and beautifully adorned, and the work is well done.
We met Mr. C. N. Crouse, who came from Chicago to arrange the scenery and mount it. He showed us the drop curtain, which is the finest we have seen in California, not even excepting the famous one at the Sacramento Theater, “Othello relating his adventures.” It represents a villa in the distance, amidst a beautiful grove with a magnificent garden in the foreground, while the whole is enclosed in gorgeous and elegant drapery. It is superb. Mr. Crouse says that nearly all the scenery is now ready. There are one or two set pieces to be arranged, a bridge forty feet long and a cottage scene.
– Sonoma Democrat, June 27 1885
The Opening of the Athenaeum.
On Thursday, Secretary C. A. Wright, of the Athenaeum Company, signed a contract with Al. Hayman, the well known theatrical manager, of San Francisco, to lease our new opera house for three nights, viz; July 2d, 3d and 4th.
There will be presented on these evenings, on the 2d, “Michael Strogoff,” on the 3d, “Lights o’ London,” and on the 4th,the magnificent drama. “The Count of Monte Christo.” The Company of the Baldwin Theater will present the plays, and they will be put on the stage in the best manner possible. The scenery will be superb, all most all new. Mr. Hayman has pledged himself to make the opening a credit to the handsome building, and to sustain the enviable reputation his company has gained. It will all be first class in every particular. The orchestra will consist of seven or eight accomplished musicians.
– Sonoma Democrat, June 27 1885
A WORD WITH YOU.
We hate to give advice and absolutely won’t scold, but we wish to say to you that this is a good time to kill the idle street talk we hear about one building being unsafe, and another one just ready to topple over, that the town is overgrown, the land given out, and the bugs have taken the country. In point of fact the croaker is the bug that is doing the most harm just now. His idle talk reminds us of an incident which came under our observation. A plant was growing vigorously in a garden. It was thoroughly in sympathy with the soil in which it grew and the air with which it stretched its limbs, but its young and tender branches were covered with the aphide, a pestiferous parasite that mars the beauty while it sucks the life of the plant upon which it feeds.
Fears were expressed to an old gardener that the “bugs” would kill the plant. “O no,” said he, “it will outgrow those little fellows.”
So will Santa Rosa outgrow the little fellows who go whining about the streets. If none of them die until they are killed by the falling of Athenaeum, or the new Court House, they will survive a hundred years, which would be a greater misfortune to the city than the fall of both those substantial and elegant structures.
– Sonoma Democrat, July 4 1885
THE TEMPLE OF ATHAENE
Brilliant Opening of Santa Rosa’s Beautiful Opera House
The youth, beauty and fashion of our fair city were out in force at the opening of the Athenaeum on Thursday evening. It must have been the greatest pleasure imaginable to those of our enterprising citizens who took such a leading part in the construction of the beautiful temple of the muses to hear the exclamations of unfeigned delight which fell almost unconsciously from the lips of nearly all present, most of whom had not seen the interior of the building since the work of ornamentation had begun. The comfortable opera chair, the pleasant Mezzanine and elegant proscenium boxes and the superb decorations on every hand.
THE ATTENDANCE.
Was a pleasing surprise to all. Over one half of the seating capacity was occupied, and we noticed in prominent parts of the foyer representatives of every leading interest in our city, and in the dress circle, parquette and boxes the elegant toilets of our pride, Santa Rosa’s fair ones, lent an air most charming to the most novel and really pleasant scene ever witnessed in the “City of Roses” not less than five hundred persons were present, the gallery was about half filled, and the lower portion more than half filled. The gallery was of anything the most sedate portion of the house.
It was 8:15 when Prof. S. L. Parks’ orchestra gave “a preliminary toot or two,” and then began the first overture, and at its close, B. M. Spencer appeared and introduced Mr. Al. Hayman, who spoke in glowing tones of this new building and referred in eloquent terms to the enterprise of those who built this temple to the muses. He then introduced Miss Phoebe Davies, who read the following prologue:
THE OPENING OF THE ATHENAEUM.
INVOCATION.
[..]
All was enthusiasm. The prologue was read before a scene carefully prepared, and as Miss Davies left the scene, the beautiful drop curtain fell, and was displayed to an audience for the first time. Miss Davies was heartily applauded, and the curtain was the signal for another burst of enthusiasm.
[..]
NOTES.
It was the first time Don Mills’ mule ever greeted an audience.
Sosman & Landers of Chicago painted and prepared the scenery which every one so much admired, and it was mounted by C. M. Crouse, one of the most experienced in the United States, and who was brought here by the Athenaeum Company especially to fit up this stage. He had done his work in the most satisfactory possible.
The drop curtain was designed and painted by a special artist employed by Sosman & Landers, and who devotes his entire time to this class of work. His name is Thomas Moses.
An important feature is the nickel plated gas stand, by means of which the gas in any part of the building can be readily regulated. It was made by H. C. Hickey of Chicago.
The lights are perfection. The huge sun-burner in the center of the ceiling and the numerous side lights illuminate the auditorium perfectly.
Let us whisper to the timid, if any such are left, that each of the seven iron columns under the gallery will support a weight equal to two hundred tons, or fourteen hundred tons in the aggregate. General John A. Brewster says so, and he knows. This is independent of all support from the roof.
Mr. Hayman says we can say for him that we have the prettiest and most commodios [sic] theater in the State outside of San Francisco, and that it is perfect in all its appointments.
The acoustic properties of the building are excellent. Each line was as distinctly heard as could be. There is no difficulty in hearing at all in any part of the building. It is a credit to the architect and contractor, T. J. Ludwig.
The painting and graining by C. M. Bumbaugh, is the best in Santa Rosa.
The drapery about the boxes is splendid and is the work of Doubleday Bros.
We must give credit to Mr. Lyons, who has been the foreman of the construction ever since the foundation was laid, for the evident excellence of his work.
The opening was a brilliant success, and to the Board of Directors and officers…we extend the congratulations and thanks of this entire community.
– Sonoma Democrat, July 11 1885
The Athenaeum.
Arrangements were completed on Monday to have a sectional floor put in the Athenaeum, so that balls and parties can be given in the main room. This will make a floor of 100×50, and will contain no seats. It will be completed by New Year’s eve, and has been engaged by the Knights of Pythias for that occasion.
– Sonoma Democrat, December 5 1885
New Enterprise.
Mr. O. Howell signed a five years’ lease with the managers of the Athenaeum Saturday morning, for the large storeroom under the west half of the theater, where he will open a central market. It is Mr. Howell’s intention to supply a want long felt, viz: a place where the housewife can do her morning marketing in the one store, or as it should more properly be called, the market. There will be the grocery department, butcher’s stalls, greengrocer’s stalls, fresh fish and oyster department, flour and feed department, poultry and game department and lunch counter, where the farmers and their families, when in town over the dinner hour, can partake of a lunch without the expense of the restaurants and hotels. This market will not only be a great success to its projector, but will be hailed as a solution to the problem of the housewife and busy husband, “What shall I get for dinner?” or supper, as the case may be. Many a lady dreads the Saturday’s marketing, because she knows that she will perhaps have to walk over the whole town before completing her purchases, but when the new central market is opened it will be different; she may do all of her marketing in the one building, and her purchases will be delivered at the same time. Mr. Howell has undertaken no small job in consummating his plans to a successful issue, and he appreciates his situation and enters into it with the determination of making it one of the successful and useful institutions of Santa Rosa.
– Sonoma Democrat, September 18 1886
Read More
Few were watching that night because there was no reason to have a TV unless something was being broadcast – and it was difficult to justify the enormous cost of building a station without a large audience to watch commercials. Chicken, egg, repeat. Television sets were also extremely expensive; the Admiral console shown at right with its massive 10″ screen cost the modern (2021) equivalent of over $6,000.
(RIGHT: 1937 ad for “Celovision,” a hair treatment which used cellophane. The name became simplified as the “television permanent wave” when it was still available at the Uptown Beauty Salon on Exchange Avenue in 1948)
(LEFT: Bruner’s ad in Oct. 15, 1939 Press Democrat)
After a 1946 news item appeared about a BBC experiment to see if subjects could be hypnotized remotely, a PD editorial called for legislation against “hypnotic commercials,” writing “it will no doubt be necessary to set up a new set of regulations to govern practices in presentation of television programs when that science reaches out generally into the homes of America.” PD sports columnist Bill Claus in 1948 called for laws against watching TV while driving – although such a rig would’ve filled up the passenger side; the smallest set available weighed 26 pounds, was the size of today’s microwave ovens and would have required its own auto battery plus DC-AC inverter.
