Date: Fri 16-Apr-1999

Publication: Bee

Author: JAN

Quick Words:

history-Bee-ads

Full Text:

The Newspaper Ad: A Portrait Of The Last Turn Of The Century

(with graphics)

BY JAN HOWARD

Advertisements that appeared in The Newtown Bee in the late 19th and early

20th Century provide a kind of utilitarian history of the community's rural

past, revealing the incidentals of household life more than the formal news

reports of major events of the time.

In the later years of the 19th century advertisements much like today's

classified ads could be found on almost every page of The Bee , even on the

front page. Ads were printed in every available space, often sandwiched among

personal news items about local residents.

Few of the 1890s display ads had graphics or artwork to represent the service

or merchandise offered. Only larger type in a larger space, perhaps with a

border around it, made the display ads look different from the smaller

classified ads.

In 1912, advertisements had disappeared from the front page. Church notes,

town news, and news items from neighboring towns had taken their place. More

graphics and illustration were being used with display ads inside the paper,

especially for automobiles. No longer was there just straight text in all the

display ads.

In 1912, Bee want ads cost one cent per word.

In 1892, there were a great many ads aimed at what was then a rural, farming

community. Farms were much sought after in Newtown. W. Perry Real Estate in

New York City advertised: "Farms wanted. All sizes. Everywhere."

One farm property for sale in 1892 was advertised by D.G. Beers of Newtown:

"Farm for sale. The farm belonging to the estate of the late C.H. Beers,

located about 1« miles from Newtown Station on Housatonic Railroad, containing

110 acres with all the buildings thereon."

Help, no matter from what age group, was always needed on local farms, as

indicated in this 1892 ad: "Wanted - Boy, age 13 or 14, to do chores and work

on farm. Jesse Turner, Stepney."

Horses And Wagons

Ads for manufacturers and dealers in harnesses, saddles, bridles, collars,

blankets, etc, such as by A.W. Orgelman of Sandy Hook, were plentiful in 1892.

E.C. Smith of Hawleyville, a harness manufacturer, was listed as "the oldest

established in the state." Another stated "Canopy tops and wagons. We will

furnish the latest styles of Pleasure and Business Wagons at extremely low

prices. Look at the Auburn farm wagons, one and two horse. Be sure and come to

see us, but don't buy if you can buy cheaper elsewhere. D.G. Beers & Co,

Newtown."

Horse shoeing, wagon repairing, saw filing, and blacksmithing of all kinds

were services offered in 1892 by Botsford H. Peet at Warner's Mill.

In 1912, blacksmithing was still going strong in Newtown because farms still

used horses for farm chores. Nicholas Berg leased the blacksmith shop of J.T.

Sheehan, near Newtown Street "and am ready to do horseshoeing and

blacksmithing of all kinds."

By 1912, advertisements for cars were competing with horses and wagons for

space in the paper. The Overland Model 59T with 30 horse power, for five

passengers was advertised for $900 by Wakelee's Garage in Newtown.

The Newtown Inn advertised in 1912 that it was open the year round.

"Automobile parties accommodated."

In 1924, the Sandy Hook garage was the local agent for the Essex, "A Six,

Built by Hudson under Hudson patents." The "coach" was advertised for $975 and

the Touring Model for $850 with freight and tax extra.

Despite the interest in automobiles, horses were still important for farm

work, however, as indicated in the following advertisement. An "auto truck"

was described as "just the thing for making quick trips. You can carry a light

load or a rear seat can be added, making a pleasure car. The boy or girl can

drive it, and you do not have to take the horse from work."

Liberty Garage in Newtown advertised the merits of having a Buick for business

in 1924. "With its roadsters for 1924, Buick has again created a new standard

of roadster utility and attractiveness....Business of today demands a sturdy,

powerful, safe and dependable car -- one that remains constantly in service."

There were also increasing ads for gasoline engines and other gas products in

1912. Atlantic Blau-gas, A.E. Brinton, the local agent in Newtown, advertised

that Blaugas "will do all your cooking and supply an abundance of hot water --

every convenience of city gas right in your home."

Farm animals were the subject of many of the 1890s ads, such as one by A.A.

Schwab of Bridgeport that offered lard scraps for chickens for sale "cheap"

and another by Charles Brisco of Botsford who had "two good milch cows" for

sale.

In 1924, advertisements for farms and farm products and machinery were still

very prominent in the newspaper. The suburbanization of Newtown was still very

far in the future.

Time Cures All Ills

Ads for medicinal remedies abound in the 1890s newspapers. Many, of course,

didn't work. One remedy ad ingeniously counseled users to have patience when

looking for relief from their ailments. "You've tried Dr Pierce's Favorite

Prescription have you and you're disappointed. The results are not immediate.

And did you expect the disease of years to disappear in a week? Put a pinch of

time in every dose. You would not call the milk poor because the cream doesn't

rise in an hour? If there's no water in it, the cream is sure to rise. If

there's a possible cure, Dr Pierce's Favorite Prescription is sure to effect

it, if given a fair trial. You get your one dollar it costs back again if it

don't benefit or cure you. We wish we could give you the makers confidence.

They show it by giving the money back again, in all cases not benefited, and

it'd surprise you to know how few dollars are needed to keep up the refund."

Another praised the use of Adamson's Botanic Cough Balsan as "the most

reliable remedy in the market for coughs, colds and asthma. 10c and 35c."

Hiscox in New York City claimed in 1892 that "deafness and head noises" could

be "cured by Peck's invisible tubular ear cushions. Whispers heard.

Comfortable, successful where all remedies fail."

In 1912, remedies were still touted as providing relief for almost any

ailment, such as "Danger signs of kidney and liver disorders -- Dr Kennedy's

favorite Remedy the best treatment." Also G.N. Clark's Vegetable Liver Pills

"have a wonderful reputation for curing billious and dyspeptic ailments. As a

remedy for billiousness, constipation, indigestion, headaches, dizziness, etc,

they stand unrivaled. Once tried always used. For sale by druggists."

Another remedy, called Electric Bitters, was said to "succeed when everything

else fails. In nervous prostration and female weaknesses, they are the supreme

remedy, as thousands have testified. For kidney, liver and stomach trouble."

An ad in 1924 tells how a woman was relieved from suffering by Lydia Pinkham's

Vegetable Compound for cramps, fainting spells and very bad pains.

In the late 1890s, doctors also advertised in The Bee . Celest A. Benedict,

MD, a physician and surgeon in Bridgeport, advertised electricity as a

"therapeutic agent." Other physicians and surgeons, such as Dr Edward M. Smith

on Newtown Street, also advertised their "telephone connection." Dr D.P.

Richardson of Sandy Hook advertised that telephone calls for Hawleyville and

vicinity could be left at the Hawleyville Hat Shop or Depot; Glen, Bennett's

and Babbits' Bridge, Little York and vicinity at N.E. Depot; and Sandy Hook,

Newtown and vicinity at Central Hotel.

Coffins And Carpets

Undertaking and furniture businesses seem odd combinations to us today, but

there were several in the late 1890s, such as Taylor & Blake in Sandy Hook,

who advertised furniture, carpets and rugs as well as undertaking.

In 1892, Undertakers Prindle & Morris advertised they "are prepared to do

anything in their line at shortest notice. Calls answered if left at L.C.

Morris's house, W.B. Prindle's house, telephone at Leonard's Hotel."

Clothing was advertised by various local stores in the 1890s, including the

D.M. Read Company of Bridgeport, which in 1892 said it "will make in the dress

making department during December and January ladies gowns, children's dresses

at reduced prices." D.M. Read also advertised "an assortment of artistic

designs in fancy parasols and sun shades."

What might have been considered a rather racy advertisement by some readers of

the 1892 Bee was one for a corset that included a drawing of the garment. "Dr

Strong's ~~`Tricona,' a most successful French design. Unequaled for elegance

and comfort."

One wonders what the 1892 readers would have thought of a 1924 lingerie

advertisement that pictured a woman sitting in a chair, wearing a nightgown

with a low cut (but not revealing) neckline and holding a box with other

nighties and another in her hand. Her foot in a high heeled slipper rests on a

pillow while the other is curled beneath her. Her robe hangs over an arm of

the upholstered chair.

Advertisements in 1912 also enticed the buyer with bargains and other perks,

such as Gamble & Desmond, a store in New Haven, which said, "We pay your fare

home on purchase of $10 or more."

The Brownie camera ad promised happiness in its 1912 advertisement, noting

"There is someone on your gift list to whom a Brownie camera will bring

happiness." They were priced from $1 to $12.

In 1892, a laundry detergent ad gave this to-the-point advice to women:

"Common soap rots clothes and chaps hands. IVORY SOAP does not."

You have to be thankful for today's appliances when you read this 1912 ad by

Henry Foulois of Washington Depot: "The weekly wash is by no means an easy

task and whoever does the work is entitled to the latest appliances for making

it less a labor and as agreeable as possible. Compare for instance, the old

unsanitary wooden wash tubs with "Standard" porcelain enameled laundry trays

and you see at once the truth of the statement. They are perfectly sanitary

and much superior to trays made of slate or soapstone."

Time For Play

All was not work in 1912. An ad appeared for "The sled that's always ahead.

Coasting down hill the Flexible Flyer is always ahead. It is swift and strong

yet light, smooth running and easy to pull up hill. No sled can beat the

Flexible Flyer." Strong wagons for boys and girls were also advertised.

And how about the state-of-the-art Victor-Victrola that was described in 1912

as "the most wonderful, the most enjoyable and the most useful musical

instrument of which the world has ever had any knowledge. With the improved

sound amplifying surfaces and all movable parts completely concealed in an

artistic cabinet, it appeals to music lovers who have heretofore denied

themselves the pleasure of owning a Victor simply because of their fancied

objection to the prominence of the horn."

The Danbury Fair was described in a 1912 ad as the "foremost agricultural

exhibit of Southern New England. Acres of farm machinery. Aeroplane in daily

flights. Special trains direct to grounds."

Personal grooming ads offered improved appearance, and in some cases claimed

medicinal qualities. A Parkers Hair Balsam ad in 1892 claimed it "cleanses and

beautifies the hair, promotes a luxuriant growth. Never fails to restore gray

hair to its youthful color. Cures scalp diseases and hair falling."

And, despite the many changes that have occurred since these advertisements

were written, some things never change, such as this 1892 notice to dog

owners: "All persons owning or harboring dogs are hereby notified that they

must have the same registered in the town clerk's office on or before the

first day of May or they will be prosecuted as the law directs. William H.

Glover, Timothy Costello, Smith P. Glover, Selectmen."

While the faces may change through the years, politics and political parties

and how people get nominated for office haven't changed much through the

years, as noted in this 1892 ad: "Notice is hereby given to the Democratic

electors of the town of Newtown that there will be a caucus held at the Town

Hall in said town on Thursday evening, April 28, 1892, at 7:30 pm for the

purpose of choosing four delegates to attend the Democrat State convention

held at New Haven May 10, 1892, said convention being held for the purpose of

appointing eight county and four delegates at-large to attend the National

Democratic Convention held at Chicago, June 21, 1892."