Additional Comments

"Early Advertisers Liked the Personal Touch"

By John Harvey

While reading copies of the local newspapers of the 1890's and early 1900's, I was interested in the difference in advertising of that period and today.

One of the most interesting things of that period was that the advertiser seemed to be trying to get his message to the individual consumer as though the ad was speaking directly to him. The message seemed to b "I have spared no effort to get the best quality goods at the least expense to YOU."

In one ad with a fancy border, the W. F. Jordan livery stable advertised a "train car of buggies assembled by our local employees, at prices that will not be seen again for many a year, will go on sale at our lot on Friday afternoon." In the same paper, the Kelly Stables offered new buggies at the best prices in middle Georgia.

"Just the thing to take your best girl for that Sunday afternoon ride. Come and see to appreciate". (how many of our automobile agencies use that last line today?!)

Here are some other advertisements that show imagination and flare:

"THE DAY IS COMING - ARE YOU PREPARED?"

"Come in to see us and we will help you. Don't let the coming cold weather catch you unprepared. Our whole stock is new and chosen for you. Come in, we have everything you need. We thank you for your past and future patronage. Phone 133 Jasper Trading Company - We Deliver

And this:

"COME TO SEE US - FRIENDS AND CUSTOMERS"

"We wish to extend to you the Seasons Greetings and thank you for our share to your patronage, We trust that you will continue to do the same during the coming year" J. Cohens, Sam Cohen.

Then there was the advertisement of the local photographer who about 1900 placed the following ad:

"DON'T SEND "

Your pictures away to be enlarged or developed, and run the risk of losing them, as so many have done. You can have them developed cheaper and better at home. "I will develop and enlarge your pictures from 98 cents and up and give you better work than you can get from agents." W. M. Vansickle, Photographer.

In 1907, two Monticello's businesses opened in new buildings and their first ads were as follows:

J. D. Harvey - Announces:

"I am moving to my new building on the East side of the Square. I can supply you with all kind of hardware and kindred articles. Everything I sell is kept in first class condition. My new store is larger and my stock is more complete. Come in and see me. J. D. Harvey. Harvey Hardware Co.

On the opposite page was this advertisement: "New hardware store to open in building being vacated by Harvey Hardware on South side of the Square. This new business is to be named Monticello Hardware Co. Edge tools, guns, stoves, hardware, crockery, enamel, tin ware and farm implements will be sold. Monticello Hardware Company "Up to Date Hardware at Rock Bottom Prices".

The other business moving to a new location was the J. H. Kelly Co. They were opening in the building which now houses McDonald Hardware Co. Mrs. Maude Malone provided the accompanying picture of opening day at this business in its new building. The employees lined up outside and had their picture made just before the store opened. Mr. Malone was an employee. Their first ad was:

"WINTER IS HERE!!!

"I am prepared to serve your wants in clothing for young and old. Overcoats, raincoats, shoes, rubber, blankets, underwear and hosiery of all kinds." "Come and See me" J. H. Kelly Co.

Also advertising was:

BENTON'S SUPPLY COMPANY

Monticello's Department Store "We wish to thank each and every one of you for your patronage and hope you will continue to trade with us in the coming years" "ALL STOCK OF THE BEST QUALITY" We are agents for Stetson hats and pointer hats for men and boys. We carry Diamond brand shoes for men and women."

Additional Comments:
Transcribed by Suzanne Forte (suzanneforte@bellsouth.net) April 2005, from copies of articles contained in the Monticello News. There articles were prepared by Mr.
John Harvey and published in this newspaper during the 1970's and 1980's time frame. Some were under the title "Jasper Reflections", others "Bicentennial Bits".
Permission has been granted by Mr. Harvey for use of these very valuable and informative articles.

Copies of articles provided by Benny Hawthorne.