Old Ads by Tom Beardsley and Pete Zizka 5-4-2024

Eighty-seven years ago, a new newspaper appeared on the Willimantic scene, published  by M.E. Costello. The Willimantic News was dedicated to promote local trade and local  civic organizations. It contained some local news, and a number of syndicated columns,  ranging in content from Hollywood news to recipes. Costello appealed to local  people to submit their articles to their newspaper. "If you have anything of news interest, send it in!  If you are the author of literary gems, send  them in. If you have nursed  the desire to become a columnist, as a music, movie or literary critic, send in your efforts  for consideration.“  The old advertisements in the paper are a great source of social history. The following advertisers appeared in the opening edition  of the Willimantic News, on  December 17, 1937. Jack Roan, the Armstrong Man, the  Home-Made Candy Shop, the Delmar radio dealers, Mrs. William A. Haddad‘s store on  Jackson Street, Albert's Package store, Albert Milevitz‘s  men and boy's shop, Larry and  his Mad Hatters band, John  Roy and Sons automobiles,  Mazzola’s Market, Shaheen  Haddad’s clothing store, Joseph Hersant, Sunnyside  Dairy and McCarthy United  Cigar Store. A closer look at some of these ads provides an intriguing view of the 1930s culture. Mrs. William A, Haddad, whose business was founded in 1907, paid for a half-page spread to advertise her clothing store at 36 Jackson Street.  All  purchases would be  "all done up in holiday wrappings saving you time and expense."  Men could buy fur lined chamois gloves for $1.95 and silk  robes for $3.50. Women's flannel nightgowns cost anything  from 69 cents to $1.19, and  frocks were only $1.50. Girl’s  woolen mittens were 50 cents, and plaid dresses cost $1.95.  For the home, Bates Rayon  Spreads were $1.79 and oriental tapestries cost 79 cents and  up.  John D. Roy & Son offered a modernized auto service at the big Esso station at the corner of Main and Tingley Street. Cars could be lubricated on the new twin post lift. "Our lift is safer, too, never knocks off a battery or muffler, as sometimes happens with rails.  Gives us complete access to every under-car part." Roy’s inspections, "frequently finds loose bolts and other sources of  trouble."  The Home-Made Candy Shoppe was located at 901 Main Street opposite the Capitol Theatre. Nothing but the purest ingredients went into the company’s large line of original candies and chocolate. On offer were maraschino cherries, almonds, Brazil nuts, pineapple cubes and the store's original, new and alluring candies. Also on sale was a large  assortment of flavored, home-  made ice cream. The Natchaug Radio Co. at 35 Jackson St. was offering  a special Christmas Service.  "Does your radio have distorted tone, strange noises,  loose knobs, dial light out, interference, intermittent reception, periods of silence? Then call for the Natchaug Radio Co.’s  prevention service for only $2.  All tubes tested, chassis wiring  tested, speaker adjusted, tuner  adjusted, and aerial grounded  and tested."  Christmas entertainment  was offered in music, film and  drink. Larry and the Mad Hatters were advertised as New  England’s most popular swing  band, and were featured every  night at Cooks Butterfly Ballroom at Springfield, Mass.  They could be booked locally by  phoning Larry Haggerty at  Willimantic 510.  Christmas cheer could be enjoyed at Paul Locastro’s  "Wonderful Tavern" at 40  Jackson St., and Tut and Jim's  "Horse Shoe Tavern" at 53  Union St. Beer and liquor was  available next door at 55  Union St. in Albert’s Package  Store, where Calvert's" Kentucky Pride cost $1.65 a quart,  and Budweiser beer cost $2.75 a case. Appearing in local  movie  theatres were film stars Sonja Henie, W.C. Fields, Anna Neagle, Nelson Eddy, Norma Shearer and Deanna Durbin. Christmas meat was available at Mazzola’s Market where customers could pick up cube steak for 35 cents a pound, bacon at 29 cents a pound and butter at 39 cents a pound.  For  those without the time to prepare food, the Five and Ten Cent Luncheonette at 873 Main Street was offering toasted cheese sandwiches, hamburger sandwiches and frankfurters at 5 cents and breakfasts and “businessman’s lunches at ten cents. If you know the whereabouts  of any other  issues of the Willimantic News, or when it  ceased publication, please get in touch with us.

<<HOME>>                    <<back to Historical Articles index>>