Henry Parker
Advertisements from past decades offer a window into the daily life and commerce of Staten Island during those times. The Phone books contained numerous ads from local businesses seeking customers across the borough. These vintage ads highlight the types of services and products available to residents then.
Phone directories, especially the classified Yellow Pages section, served as a primary advertising platform for Staten Island businesses before the widespread use of the internet. Businesses placed text-based listings and larger display advertisements to reach households. These directories were essential resources found in nearly every home and business.
The information presented in these mid-century advertisements was direct and practical. Ads consistently featured the business name, full street address, and telephone number. Phone numbers during the 1960s often included lettered exchanges preceding the digits, such as “GIbraltar 2” or “ELgin 1”. The ads detailed the specific services offered, the types of products sold, and sometimes the business hours.
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A wide variety of local businesses advertised in these Staten Island phone books. Automotive services were prominent, including new car dealerships showcasing Ford, Chevrolet, or Chrysler models, used car lots, auto repair garages detailing their maintenance services, local gas stations, and tire suppliers. Food establishments like neighborhood bakeries placed ads listing their specialties, such as custom cakes, fresh bread, and pastries.
Home services represented another large category of advertisers. Residents found listings for plumbers, electricians, roofers, painters, television repair services, appliance sales and repair shops, and heating oil delivery companies. These ads connected homeowners with essential tradespeople serving the island. Retailers including furniture stores, hardware suppliers, florists, and other local shops also used phone book ads to attract customers.
The visual design of these phone book ads was straightforward. Layouts were generally simple, often using standard blocky fonts. Bold text highlighted the business name or key services. Simple borders framed many ads. Illustrations consisted mainly of line drawings depicting products, tools of a trade, or company logos. Photographs appeared occasionally in larger, more expensive display ads but were not standard in basic listings.
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