Olympia Newspaper Advertisements of 100 Years Ago

newspaper ads history
Coming to Olympia in the 1890s, electric street cars were supposed to be run by “competent, sober men.” “Washington Standard,” November 26, 1915, page 3. Photo courtesy Chronicling America.
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By Jennifer Crooks

little caesars logoWe often encounter advertisements in our daily life. Meant to attract attention, show uniqueness and above all sell their product, they seemingly wallpaper today’s world. Advertisements were also very prevalent 100 years ago. With radio in its infancy, television and the Internet decades away, print advertisements in newspapers were a major source of advertising in 1915. A good example is Olympia’s “Washington Standard,” one of the community’s earliest and most prominent newspapers, running from 1860 to 1921. One hundred years ago this newspaper was edited by Frank “Eagle” Freshwater (18911955). Advertisements in the 1915 “Washington Standard” offer an intimate glimpse into a bygone era. These advertisements addressed the concerns of customers, used humor and offer glimpses into largely forgotten lives.

newspaper ads history
Coming to Olympia in the 1890s, electric street cars were supposed to be run by “competent, sober men.” “Washington Standard,” November 26, 1915, page 3. Photo courtesy Chronicling America.

Advertisements are generally meant to assure customers that they will be buying something good. One major concern in 1915 was product safety. Encouraged by the Pure Food and Drug Movement that called for and succeeded in passing government regulations for consumer products, people demanded safer products. But in 1915 rules were still fairly loose and the public had good reason to be worried. The paper regularly advertised patent medicines which would often promise “miracle cures” for all sorts of ills. Most of these medicines would have been ineffective and even dangerous.

Sanitation was another concern, as health inspections were very limited. “Baked clean and sold clean,” Bolster and Barnes Bakery (run by John G. Bolster and John C. Barnes) advertised in the newspaper almost every day for their “Blue Ribbon Bread.” Olympia Light and Power Company, which provided both electricity and electric trolleys to people in the Olympia area, assured customers that their street cars were “clean and sanitary, electrically heated in cold weather and operated by competent, sober men” (“Patronize the Street Cars” November 26, 1915).

Another concern, as of now, is thrift. Businesses in their advertisements often listed prices for sale and featured items. Reder & Phillips Grocery store (run by Joseph Reder and William A. Phillips) constantly asserted that they sold the best quality food for the lowest price. On Friday, October 15, 1915, the “Washington Standard” dedicated a whole page outlined in tiny dollar signs to the stores participating in “Dollar Day” sales on October 16, such as the R. & F. Variety Store, the Bookstore, Olympia Light and Power Company, Ward Shoe Company, Buckeye Extract Company, F. G. Munson Drug Company, the “Washington Standard,” and J. F. Kearney and Company (groceries).

newspaper ads history
Holiday advertisements were very common in the “Washington Standard.” On January 1, 1915, page 8, Carl Nommensen’s furniture store wished everyone a Happy New Year. Photo courtesy Chronicling America.

Newspaper advertisements usually have a creative hook to draw the reader in and sell their product. Many companies ran advertisements that besides reminding their community of their existence and selling products, gave holiday greetings. “Our hearty good wishes for a very Merry Christmas and a Happy New Year” Carl Nommenen’s furniture store announced on January 1, 1915 alongside Olympia National Bank’s “We wish you a happy and prosperous New Year.”

Many times the advertisements are full of the humor of the times. Reder & Phillips, for example, ran a series of licensed advertisements using the popular “Buster Brown” characters. Drawn by Richard F. Oulcault (1863-1928), considered the father of the newspaper comic strip with his “Yellow Kid” series in the 1890s, Outcault’s “Buster Brown” comic strip series began in 1902 and proved to be immensely popular for decades. The mascot for the Buster Brown Shoe Company, Buster Brown was featured in plays, postcards, books and later even on radio and television. He was also used in print advertisements for various products.

Featuring the silly antics of Buster Brown and his dog Tighe, Reder & Phillips regularly used the familiar and well loved images of the comic characters to sell their groceries. “Resolved—,” an advertisement in the January 15, 1915 issue featured a grinning Buster Brown pointing at his dog with a long feather in its cap and saying “we have a right to wear a feather in our caps. We’ve got good groceries.” These advertisements were likely very successful, for the Reder stores were some of the longest lasting and most successful grocery businesses in Olympia history.

newspaper ad history
Buster Brown was a popular comic strip character that was used to sell groceries. “Washington Standard,” January 15, 1915, page 5. Photo courtesy Chronicling America.

Advertisements provide an interesting and unique glimpse into the business culture and atmosphere of Olympia, especially highlighting businesses that are less remembered and even forgotten today. Mrs. Jeanette M. Billings (1852-1930), proprietor of the Olympia Green House, who made cut flower and potted plant arrangements especially for funerals, has left little discernible imprint in the historical record outside of being married to longtime Thurston County sheriff William Billings. Yet she had a daily impact in her own time with her newspaper advertisements (November 19, 1915 for example).

Another case is George Ekrem (1859-1937), a retired Norwegian Sea captain who ran the Ekrem Shoe Company at 423 Main Street. Selling everything from work shoes to slippers, he heavily advertised in the “Washington Standard” with catalogue drawings of his products. Yet despite his importance to the community, Captain Ekrem (as he was known) is little mentioned in the historical record.

Advertisements remain an interesting cultural phenomenon to this day. It is fun (and educational) to look at how they reflect society. Newspaper advertisements published in the “Washington Standard” in 1915 certainly offer glimpses into the world of 100 years ago. Informative and sometimes entertaining, they chronicle a bygone era and forgotten lives as they sell their products.

 

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