Large screen TV on sale at Schwering’s – back in 1948

Motorola VT-105 ad, Schwering, The New Era, Dec 16, 1948

Do you recall your first TV? Bonus points if it was black and white.

Here is the must-have holiday present – a big-screen Motorola VT-105 television set available from The Schwering Store, as advertised in The New Era, Dec 16, 1948.

Schwering’s Hardware Store, founded in 1922, was already 26 years old in 1948, but broadcast TV was still in its infancy.

The New Era, May 15, 1930, p4

Only a few years prior, in 1930, a columnist for The New Era had described the first public demonstration of a two-way television broadcast between points just three miles apart in New York City.

He imagined that the expensive process would become cheaper and, “Very soon there will be little rooms… to which anybody could go and for a fee talk to people… as if face to face.”

The man had no idea!

Television for the masses would come of age during the Postwar Era, and Riverton was ready for it. Soon, local TV customers patronized Dan Mento in Riverton, as well as Palmyra Home and Auto Supply, and Earle B. Harder’s General Electric Appliance Store in Palmyra.

Motorola tv ad, Life Dec 6, 1948

A Life magazine ad, December 6, 1948, touted the innovative features of the new line of Motorola TVs, featuring the “Gorgeous Table Model” VT105 (same one in the above Schering ad) that “…shows constant, crystal-clear pictures. Hand-rubbed Furniture Styled Cabinet.”

1948 Motorola VT-105

Imagine your family clustered around that massive 10-inch display ready to watch your choice of three available television stations in the Philadelphia region – 3, 6, and 10.

According to Philadelphia Television by Bill Shull, Philadelphia’s first commercial broadcast station WPTZ, which was later called CBS 3 (KYW-TV), commenced operation on July 1, 1941.

WPVI-TV/Channel 6 went on the air as WFIL-TV in September 1947, and WCAU-TV followed in May 1948, as Philadelphia’s third television station.

WPTZ TV to televise RYC races, The New Era, Sept 23, 1948, p1

Hours of programming in 1948 were sparse, as illustrated in this 1948 network tv schedule.

Before the advent of taping, a method, apparently used for the Riverton Yacht Club broadcast, was to film an event and then scan it for broadcast back at the studio.

I was six in 1953 when Nana and Pop-Pop got their TV in Camden, but I still remember seeing some of the shows depicted in this YouTube video.

Sure, the grownups had their favorites like Uncle Milty, Red Skelton, and the Ed Sullivan Show, but my favorite was Winky Dink and You (at about 26:30 you can see a girl with the plastic overlay and crayons).

Winky_Dink Photo Credit: CBS Photo Archive, Getty Images

I sent in 50 cents for the Winky Dink Kit and Magic Screen and every week I helped Winky Dink out of a jam by drawing whatever Winky needed (rope, boat, rollerskates, etc.) on the TV screen.

And the price to put that 1948 Motorola under your tree? $289.00 was a hefty 9.3% of the $3,120 median family income in 1948 (Federal Reserve Bulletin, Nov. 1949). According to this Consumer Price Index Calculator, $289.00 in 1948 dollars is equivalent to $3,086.02 in 2019.

Comments always welcome. -JMc

Who will you look up in this 1928-1929 Riverton-Palmyra phone book?

vintage Bell telephone ad from May 1939  Popular Science  Thanks to http://blog.modernmechanix.com
Riverton-Palmyra phone book cover, c 1928-1929

I promised two weeks ago to post a scan of Carl McDermott’s c.1928-1929 Riverton-Palmyra telephone book, but I knew that I’d better do my homework first. When I speak to Carl, it reminds me of that Kevin Bacon game—Six Degrees of Separation— because, like so many Rivertonians, he can probably be connected to someone you know in just a few steps, or degrees.

Carl’s mother gave birth to him at 721 Cinnaminson Street—on Riverton’s own Irish Row—90 years ago this past October. His mother, Mary McDermott, worked for the New Jersey Bell Telephone Company as one of Riverton’s switchboard operators for 35 years.

Mary McDerrmott, 2nd from left, 1926

Here are Mrs. McDermott and some co-workers as they appeared in the 1926 film, The Romance of Riverton, which Town Historian Betty B. Hahle helped preserve some years ago. Click here to view a 33 second clip from the 43 minute video that was made from the rescued film.  The following description of that scene appears in the booklet that accompanies the DVD:

The Price building, on Broad between Church Lane and Main on Broad, was erected in 1891, on the former site of the Episcopal Church and churchyard. Many businesses started here. The Telephone Exchange moved to the 2nd floor soon after the turn of the century, and soon occupied both the 2nd and 3rd floors. Four young ladies shown near Church Lane are: Mary Bell, Mary McDermott (who identified both groups), ( ? ) Hanson, and Betty Steinbach. The telephone operators are: Hazel Woolford, Ethel Hanson, Mrs. Radcliffe (supervisor), Ruth Hanson, Oc1ey Ebert, and Frances Reidenbaker.

As a lad during the late 1920s, Carl spent several evenings at his mother’s side one summer on the third floor of the Price Building, now the upper level of Zena’s dining rooms at Broad and Main. Working evenings alone, she had been alarmed by someone trying the locked door at the back door to the fire escape, so Carl and his two brothers took turns at guard duty and slept on a cot.

vintage Bell telephone ad from Oct. 1927 Popular Science  Thanks to http://blog.modernmechanix.com
vintage Bell Telephone ad from Feb. 1929 National Geographic Thanks to http://blog.modernmechanix.com

While safeguarding his mom from midnight prowlers, young Carl picked up some on-the-job operator training. She showed him how she listened through her headset for the caller’s request for a number, and then manually matched a cord to a jack in order to connect the parties. She also recorded times for some calls on yellow slips of paper.

 

This story all unfolded because I remarked to Carl about the short phone numbers of only 2-4 digits and I asked how the caller dialed the number.

Here’s the listing for Schwering’s Hardware Store, an establishment which has served the region since 1922.

listing for Schwering’s Hardware in Palmyra, NJ

“Dial! They didn’t dial,” Carl explained. The caller rang for the operator and they told her the number of whom they were calling. I won’t even try to explain a party-line and a world without call-waiting, voice-mail, and texting to the smart-phone generation.

For others like me who may need a refresher on the state of communication technology of the late 1920s/1930s I included these great old telephone print ads from periodicals of the day, courtesy of modernmechanix.com.

Click here to download the Riverton-Palmyra phone book , c. 1928-1929. Two pages/one sheet on Palmyra are missing. Thanks so much to Carl for letting me borrow his phone book so that it could become part of our website. (revised 12/5/11 some viewers reported difficulty with original link)

Now, who will you look up in the pages of this old phone book? – John McCormick, Gaslight News editor

 

Picturesque Palmyra and its Illustrious Author, Dr. Ridgeway Haines Lamb

Picturesque Palmyra on the Delaware is a diminutive pamphlet which was used by various civics groups and public officials during the 1920s in order to promote a favorable image among the public toward Palmyra, with the objective of attracting investors, especially home buyers and business investors. It was an unabashed public relations piece, a kind of infomercial in 48 tiny pages, authored by a Dr. R.H. Lamb, whose grand mustachioed photo appears on the index card sized booklet.

Immodestly subtitled, “One of the Most Beautiful and Desirable Suburban Towns in New Jersey,” the pamphlet extols the many virtues of the flourishing borough as it existed in 1923. The best real estate advice about buying property was then, and still is, all about location. Accordingly, Picturesque Palmyra touts that all important key factor for home buyers by mentioning the easy access to Camden and Philadelphia by rail, trolley, and ferry. It further promises “all the advantages without the disadvantages of the city.”

Among a long list of Palmyra’s advantages listed are its rapid population growth, well-maintained homes, the “majestic Delaware,” the “picturesque Pensauken Creek” (sic), and its “fertile and productive” soil. The population of about four thousand is tagged as “middle class’’ and “…satisfied to dwell here forever in contentment and happiness.”

At a time when many of its readers could very well recall the 1918 influenza epidemic five years earlier, which afflicted over 25 percent of the U.S. population and killed thousands, the promise of Palmyra’s healthfulness “…unexcelled in any part of the state” may have been a claim of considerable importance. Even the weather cooperated to create this Utopia on the Delaware, with rarely occurring fog and quickly melting snow. After how long it has taken the accumulated snow from the last three snows of winter 2010-2011 to finally melt here, that sounds like a nice option.

Abundant artesian well water, “…cold, limpid, pure, and healthful,” supplied the household and emergency needs. Lamentably, as your water company will confirm, because of the effects of the gradual intrusion of the salt line moving up the Delaware, Palmyra and adjacent communities have not enjoyed artesian well water for many years.

Dozens of photographs, many of which are full page images, confirm the booklet’s claims of well-kept homes on gravel- coated tree-lined streets having cement sidewalks. Within a mile and a half stood at least ten houses of worship plus several fraternal and patriotic organizations. The educational facilities “…unexcelled by any town of its size adjacent to Philadelphia” included a brick schoolhouse for primary and middle grade students plus a high school.

Palmyra sustained a remarkable number and variety of businesses listed on page 33: several grocers and markets including Acme, A&P, and American Stores, two drug stores, two hardware stores, several dry goods stores, two bakeries, a restaurant, a theater, a newspaper, a store just for hats, a bank, and three garages. Of course, there is a also large real estate ad for Dr. Lamb at 429 Horace Avenue, and a smaller dentistry ad for his practice at the same address. It was a different time; a different economy. Most people generally made purchases close to home.

Dr. Lamb’s real estate holdings were indeed considerable, containing more than twelve acres of building land situated between the railroad and the river, near the high school. Readers were assured that the demand for houses was beyond the supply, that property values had been on the increase, and that a real estate boom was imminent. Then, as today, “Buy now,” was the not-so-subtle message.

Dr. Lamb thoughtfully pointed out that, between Riverton and Palmyra, there were three building and loan societies through which borrowers could pay off a home loan in eleven years. Sweet! We are invited to visit in order to verify that, “It’s All Here and It’s All True.”

An examination of the two-page business directory at the end of the publication shows only one enterprise which has survived to the present—a small advert for H.C. Schwering’s Hardware. At the time of the booklet’s 1923 publication, Schwering’s Wayside Hardware had only been open a matter of months. Way to go Schwering’s! I am looking forward to your centennial celebration in 2022.

Today’s public relations agents who write advertising copy might learn a thing or two from the good Spin Doctor Lamb. Understandably, his motive for producing this piece of positive Palmyra propaganda was for profit. Presumably, he did, for Palmyra is today, like Riverton, fully developed. However, it can be inferred from his direct and earnest tone and, from his own choice to live and work in the same community, that his investment in the community was wholehearted and sincere.

Trenton Evening Times 12-16-1929 Dr. Lamb’s obituary
Trenton Evening Times 12-12-1929 News of Dr. Lamb’s death

Dr. Lamb’s experience, however, extended far beyond the boundaries of Palmyra borough. When he passed away suddenly, of heart trouble December 12, 1929, he had been on his way to inspect his real estate development in New Egypt, NJ. An article in the Trenton Evening Times reporting his death, and a later obituary in the same newspaper, characterized him as a prominent physician, real estate developer, noted traveler, and curio collector who had lived in 60 different countries.

A listing in a 1906 biographical sketch book, The Natal Who’s Who, indicates that the ancestry of Dr. Ridgeway Haines Lamb “…extends through 1,000 years of English history, including about 20 generations of Royalty. A lineal descendant of ‘Alfred the Great.’” It noted that the Philadelphia Dental College graduate had “…practiced in every continent upon the globe” and was a “Pioneer of American Dentistry in many countries,” including India, Ceylon, Malaysia, Afghanistan, Japan, the Orient, and the South African cities of Natal, and Durban.

Hard Times in Natal and the Way Out 1992 facsimile reprint of 1906 text

While a resident in Africa, he published a slim 30 page attack on Natal officialdom in 1906, Hard Times in Natal and the Way Out. He wrote a number of articles and treatises for professional dentistry publications while abroad and, after returning to America, lectured with stereopticon illustrations of Japan and Ceylon.

I know what you’re thinking. Really? Sixty countries? Alfred the Great?

Obviously, an accomplished self-promoter, as well as a devoted Palmyra booster, Dr. Lamb’s life reads like a plot outline for a Hollywood blockbuster. But that is no reason to suspect that it is fiction. Googling for any scrap of information on him, incredibly, this confirmation came from an Internet source halfway around the world in a Singapore newspaper database.

An October 1910 article in The Straits Times announced, “Something New in Singapore,” with the opening of Dr. R.H. Lamb’s new dental practice. Ever the entrepreneur, Dr. Lamb advertised his practice in a September 1911 issue of Singapore’s Weekly Sun along with a dentifrice of is own composition, Teaberry Tooth Powder. From this June 1913 ad in The Straits Times, advising that the doctor had just returned to resume his practice on Coleman Street, having returned from Borneo and the Philippines, it may be inferred that he visited other Far East destinations during his stay in Singapore .

This pagoda displayed curios collected from Dr. Lamb’s world travels

A February 1913 Weekly Sun ad solicited buyers for a 3½″x6″ souvenir booklet of Singapore. Could this small 48 page pamphlet have been a dress rehearsal for Picturesque Palmyra? Altogether, there were dozens of other advertisements for Dr. R.H. Lamb in three different Singapore newspapers published from 1910– 1914. Presumably, he returned to America when the ads ceased in May 1915.

His obituary in the Trenton Evening Times referred to a pagoda built by Dr. Lamb in which to house and display his very large and unique curio collection, acquired as a result of his world travels. Doubtless, the photo on page 31, captioned “Pagoda—Lamb’s Extension” is that shrine to his globe-trotting adventures.

The 1926 Burlington County Directory lists Lamb as “retired,” living at 429 Horace Street, Palmyra. At the same address is his wife, Kathryn, his son Howard R. Lamb (no occupation), and daughter, Bermuda Lamb, a nurse. If any reader has more information or photos about Dr. Ridgeway Haines Lamb, his real estate interests in Palmyra or elsewhere, writings, lectures, his descendants, or any other aspect of this extraordinary gentleman’s life, please comment or contact us so that this saga may be made more complete.

A sincere thank you to Palmyra Cultural and Historical Society President, Jim May, for generously permitting me to scan his copy of Picturesque Palmyra, and to HSR Board member and professional historian, Paul W. Schopp, for providing the two Trenton Evening Times newspaper clippings.— John McCormick, Gaslight News editor
Click here to view a PDF file of the entire 48 page Picturesque Palmyra booklet. Be advised, it is a 6.63MB file.  Viewing tip: After the file uploads to your computer, it will likely have the pages turned sideways. Hit your escape button which will take you out of the “full-screen” view. Then, right-mouse click anywhere on the image to choose “rotate clockwise” from a pop-up menu. Voila! Now you don’t have to turn on your head to look at the pages. – John McCormick, Gaslight News editor