WAUPACA COUNTY POST

December 31, 1925

Originality And Forcefulness Found In An Advertisement

Taken From A Waupaca Newspaper Of 70 Years Ago

C.L. Bartlett, Proprietor of General Store, Tells Readers

of The Waupaca Spirit That His Goods Are the Best to Be Had

What were advertisements like 70 years ago, in Waupaca papers. How did they differ from the "ads" which are run by The Fair, Cristy’s, and other progressive stores of today?

A cursory survey of the old files of the Waupaca SPIRIT leads us to believe that the most interesting part of the paper of that time was the ads. Seventy years ago advertisers bought space by the month, six months, or a year, and their advertising always appeared in that same space. Another divergency from present day methods: they always had their advertisements in one-column width. No advertisements appeared in space wider than a column, and many of the ads were a column long and a column wide.

Most interesting of all was the kind of advertising copy they wrote, copy which in many respects was more original and forceful than much which is being written today. To illustrate, we shall copy verbatim the advertisement of the C.L. Bartlett general store, which appeared in the Waupaca SPIRIT under date of October 2, 1855. The advertisement occupied a whole column, and was divided into short paragraphs. Here is the Advertisement:

LOOK HERE!!

C.L. Bartlett, who has fought, bled, and died for his country now nearly four years, and at the same time been posting himself up in regard to the wants of the SOVEREIGNS, has just received "direct from New York" the largest and best stock of spring and summer goods brought into this country I do not propose to enumerate the articles I have on hand, for unfortunately the size of this SPIRIT will not permit. Suffice it to say, my friends, that I have each and every article needed; all of which I bought to sell, will sell, and shall sell.

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And if you wish and expect to buy 20 yards good sheeting for $1, or good prints for 4¢ per yard, or 20 pounds white clarified sugar for $1, you need not try to buy of me, for if "you suppose" that I am going to be to the troubles of bringing goods into this part of the country and then sell them for less than cost, you are mistaken; I do not intend to do it.

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But, my friends, I pledge you my word that I will SELL CHEAPER than any man in this place or country, and as low as I can afford to and live. I shall in every case give 36 inches to the yard and 16 ounces to the pound. Bring in your produce, fetch along your cash, and come prepared to buy. You will fin d me at the old stand, ready and willing to attend your slightest wants.

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SOVEREIGNS, ATTENTION!!

I, the undersigned, have now on hand the most complete stock of goods ever before offered in this county, and shall, if you will favor me with a call, at my Establishment, offer you inducements that will stagger your most sanguine expectations, and make it profitable to call again.

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Java and common coffee, glass 8x10, 9x12, and 10x14 – paint, oil, and brushes. Ladies’ cashmere shawls. Crosscut, hack, and hand saws, also a good stock of hardware, rice, dried apples, and pears for sale. Butter by the firkin or pound. Some china, light blue, and common crockery.

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Cripples and Invalids, Attention! I have just received a large assortment of Joyne’s medicines, and there is no excuse for you to be grunting around any more.

BARTLETT’S