Ad snapshot 23-April focuses on 23-April-1946 and 1947.
Ad snapshot 23-April
I love posting ads that are twenty-plus years old. Every day offers new thoughts. While the advertisers are quite predictable, the ads themselves provide perspective on the day, the time, and the store.
I found a number of ads this morning, more than I want to tweet out to the world. Here’s some for my wonderful patrons.
Ad in the Times-Picayune, 23-April-1946 for Maison Blanche Department Store (top). The store touts infant/toddler items in their “Young New Orleans Center.” I take away three things in particular about this ad. First, that wicker wardrobe is an item seen in so many New Orleans homes. Those things persevered into the 1960s and 1970s. Second, christening gowns. Maison Blanche sold those in 1946. It’s quite possible that a family considers that gown an heirloom now. Maw-maw wore it!
The MB art department created a stunning mom! That hat! Families gather for christenings to this day, but the fashions changed. Mom went formal in 1946.
Maison Blanche artists drew the store’s name in many different ways in the 1940s. The formal logos appear later. Additionally, MB sells to customers only from Canal Street. The “suburban” stores (Carrollton and Gentilly) appear the following year.
Ad for Hunter Fine Blended Whiskey, 23-April-1946. The Hunter-Wilson Distillery Company produced this blend. They operated in Louisville, Kentucky. While Bourbon stands as the most popular Kentucky whiskey, a number of distillers created blended styles.
This ad originated from the distillery itself, rather than from a local retailer. Many retailers shied away from favoring one brand of booze. So, distilleries placed their own ads. They often said, “available at your favorite store.” The distillery’s marketing department placed the ad on page two or page three of section one. Literally the second or third page of the newspaper meant higher ad prices. This helped reach the men, skimming the headlines and top news.
More to come!
The Bagur Southern Souvenir Company produced postcards of New Orleans.
Bagur Southern Souvenir
“Greetings from New Orleans” postcard, published by the Dexter Press company, of Pearl River, NY. Bagur Southern Souvenir Company sold a wide range of products. They hold the rights to the “Aunt Sally” logo for “Creole Pralines.”
Curt Teich created this style of postcard. His company produced hundreds of “Greetings postcards.”
Greetings from New Orleans
Curt Teich, a German, immigrated to the United States in 1895. He opened a print shop in 1899. Teich produced linen postcards. Beginning in 1931, Teich produced a line of color postcards saying, “Greetings From…” He published postcards featuring hundreds of locations across the United States.
Businesses selling souvenirs snapped up Teich’s postcards. Travelers purchased the postcards to document family trips. The postcards continued in popularity until the Interstate Highway System dominated auto travel in the 1950s. Interstate highways bypassed the small towns and shops that sold Teich’s Cards. Stops consisted of gas stations and restaurants immediately off of the highway, rather than passing through towns.
Curt Teich passed away in 1974. He was 96. The family donated their collection of postcards to the Lake County Discovery Museum in Libertyville, Illinois. The museum transferred the collection to the Newberry Library in Chicago. The collection at The Newberry consists of over 500,000 unique postcard designs. This postcard came to the Newberry from the Bagur shop in the French Market.
Pralines and Souvenirs
The Bagur family began their candy business in the 1910s. They added pralines to the product line in the 1930s. The business moved into the French Market at that time. The Aunt Sally’s shop operates there to this day. So, Bagur Southern owns the shop, presenting the iconic figure out front.
It comes as no surprise that a candy shop in the French Market sold souvenirs. While postcard sales aren’t what they used to be, Teich’s New Orleans postcard no doubt did well at Aunt Sally’s.
Department store ads over generations are fun.
Department Store Ads
Ads for Godchaux’s Department Store. The first appeared in the Loyola Maroon in 1929. The second demonstrated the store’s sort for the New Orleans Opera Guild. It appeared in the program for “Romeo and Juliet” in 1947.
Godchaux’s on Canal
Yesterday, local author (and someone I’m proud to call friend) Derby Gisclair shared a photo of the Macheca Building at 828 Canal Street (next to the Boston Club). This building was the second Canal Street home of Godchaux’s Department Store. The store moved from 501 to 828 Canal after World War II.
So, the 1929 ad lured shoppers to the 501 Canal Street location. This building housed offices for several of Leon Godchaux’s business interests. Those included his sugar cane farms and processing plants. The family opened a retail store in 1840. The lower floors of the building housed the store. Marriott acquired the 501 block and demolished the building in the early 1970s. The block now features the chain’s hi-rise hotel.
Down the block
As the 501 Canal building aged, the store sought out a new location. The building at 828 Canal served downtown as commercial office space. After World War II, Godchaux’s bought the building. They renovated the interior and moved the store in 1947. Godchaux’s remained at the location until the chain closed the downtown store in the 1980s. After that, the Lakeside store assumed the mantle of flagship location.
The Maroon ad from 6-December-1929 promotes the “Established English University styles” of Charter Suits. Manufacturers paid for these “co-op” ads. The ad sold a particular brand, with mention of the local store carrying it. The Maroon regularly presented department store ads to the students.
The 1947 Opera Guild ad for Godchaux’s features their hats. Ladies attending the opera required the right hat. The Millinery Department on the store’s sixth floor enticed opera-goers with a charming hat selection.
The Southern Belle Observation Car ended a classic streamlined train.
KCS Southern Belle Train
Postcard showing the observation car on the Southern Belle, the premier train of the Kansas City Southern Railroad. The Southern Belle train ran from Kansas City to New Orleans, stopping in Joplin, Texarkana, Shreveport, Alexandria, and Baton Rouge. KCS inaugurated the route on 2-September-1940. Pullman-Standard delivered three new trainsets to KCS for the Southern Belle in 1940.
Southern Belle Observation Car
Railroads promoted the last car in a passenger train consist as “observation.” Early observation cars offered riders an open rear platform. On a nice day or evening, the platform afforded passengers views of the countryside.
The Southern Belle Observation Car was enclosed. The “streamlined” trainsets often ran at higher speeds than older trains. So, the railroads provided a lot of windows in the last car.
Many of these tail-end cars provided dining and/or bar service to passengers. While they were open to all riders, coach class travelers usually passed. The prices in the bar discouraged those on a budget. Those traveling in sleeper accommodations used the observation and club cars to get out of the private compartments. Have a drink in the lounge and enjoy the scenery! Additionally, this gave porters the time to convert the compartments from day use to sleeper configurations.
Changes to 1940 equipment
KCS modified the consist of the Southern Belle after World War II. The railroad rebuilt many of the 1940-vintage Pullman-Standard cars. They ordered new trainsets for the route from American Car & Foundary (ACF) in 1948. The railroad placed those cars into service, April 3, 1949. This observation car dates to that roll-out.
Here’s the caption of the postcard:
On the new SOUTHERN BELLE — in the Tavern-Lounge-Observation car a Western Electric Program Distribution System sends Radio and Wire-Recorded music throughout the train. Cars by American Car & Foundry Co.
The caption indicates that the postcard likely was printed by Western Electric rather than Kansas City Southern.
The Canal line layover, on City Park Avenue by Greenwood Cemetery, 1947.
Canal Line layover
Here’s Michael Palmieri’s caption to this Elliott M. Kahn photo.
NOPSI 843 – NEW ORLEANS – 25 FEB 1947 – ELLIOTT M. KAHN image
New Orleans Public Service CEMETERIES LINE car 843 was on the layover track at the outer end of that car line, next to Greenwood Cemetery. This was also the half-way point on the WEST END LINE, which continued on to Lake Pontchartrain. The WEST END cars were replaced by buses on 15 January 1950 and the track here was abandoned on 20 August 1951, when the end of the CANAL or CEMETERIES line was moved to Canal Street at City Park Avenue. Check out that Plymouth sedan on the left!
NOPSI 843 was unfortunately not retained when the streetcar service on Canal was discontinued in 1964.
The Canal streetcar line runs from the river to City Park Avenue. The Cemeteries terminal has had four incarnations over time.
- Left-turn 1: Outbound cars on the New Orleans City Railroad’s original Canal line turned left on City Park Avenue. While there is no mark for a turntable on City Park Avenue by Greenwood Cemetery, there likely was. The “bobtail” streetcars used prior to electrification weren’t double-ended.
- Right-turn: When Canal and Esplanade lines operated in “belt” service, the outbound, Canal line streetcars turned right at City Park Avenue. They traveled down City Park Avenue to Esplanade Avenue. The streetcars crossed the bayou at Esplanade and continued down Esplanade to N. Rampart.
- Left-turn 2: After the Esplanade line transitioned to bus service in the 1930s, streetcars returned to the Canal Street layover in front of Greenwood Cemetery. While the first left-turn involved a turntable to switch directions, the second incarnation used a crossover. The electric streetcars featured double-end operation.
- Canal Street terminal 1: After the West End line converted to bus service in 1950, NOPSI cut back the Canal line so it made no turns. The 1951-1964 Canal Street terminal consisted of two tracks with a double crossover.
- Canal Street terminal 2: The Canal line used the #1 terminal until it was discontinued in 1964. When NORTA resumed streetcar service on Canal in 2004, they constructed a single-track terminal at the end of the street. The city expanded the auto lanes on the outbound side of Canal Street in the interim period. They replaced the space where the track was with a left-turn lane. Since there was no way that could be removed in 2004, the inbound and outbound tracks merged into a single track.
- Canal Boulevard terminal: NORTA had concerns about the single-track terminal, mainly revolving around rider safety. Canal line riders transferring from bus lines (Veterans, Lakeview, Esplanade) had to cross the incredibly busy intersection at City Park Avenue. NORTA chose the Canal Boulevard terminal layout from three proposals. The Lakeview neighborhood objected to this proposal. So, it took ten years before the proposal became reality.
Oh, and Mike’s right, that Plymouth is neat!
NOPSI 968 on the South Claiborne Line in 1949
One of the 1923-vintage arch roof streetcars, NOPSI 968 traveling along S. Claiborne Avenue. The streetcar approaches the end of the line
on October 30, 1949. The Claiborne line ran from downtown/CBD out to S. Carrollton Avenue. Photograph by William T. Harry.
South Claiborne Line
New Orleans Railway and Light Company (NORy<) opened the South Claiborne line on 22-February-1915. The original route wound its way uptown, but ran all the way on S. Claiborne after 1916:
- Start – Canal and St. Charles
- Up St. Charles to Howard
- Turn from Howard to S. Rampart, then Clio, then S. Claiborne
- Out S. Claiborne to S. Carrollton
- Return the same basic route, going on Erato instead of Clio.
S. Claiborne ran this route from 1916 until it was converted to buses on 5-January-1953. Note that the Claiborne (North) line operated on the “downtown” side of Canal, separate from this line.
S. Claiborne originally operated Ford, Bacon, and Davis streetcars. The FB&D engineering firm designed these streetcars specifically for New Orleans. NOPSI upgraded the line with the 1923 arch roofs. The arch roofs ran on S. Claiborne until it switched to buses.
Neutral Ground operation
While neutral ground operation was common in New Orleans, the S. Claiborne line did it with style. The wide neutral ground on this avenue offered a wonderful view of Uptown/Backatown. As you can see in this photo, the inbound track isn’t visible. It’s out of frame on the right. S. Claiborne and S. Carrollton Avenues serves uptown as a major terminal. The St. Charles line terminates here, as do a number of bus lines, including S. Claiborne.
This streetcar operates on the St. Charles line to this day. It was one of the 35 900-series arch roofs retained by NOPSI when they converted the Canal line to bus service in 1964.
Thanks to Mike Palmieri for sharing this photo!