Long before the advent of 'talkies' or sound films, businesses in the early 20th century found creative ways to showcase their products to a captivated audience. Among these methods was the utilization of lantern slides displayed before or during intermissions in movie theaters. These slides served as an engaging advertisement, capturing the attention of patrons eager to see the latest flickering images on the silver screen.
An intriguing example of this advertising strategy can be traced back to the Palace Theatre, where a lantern slide prominently displayed men's shoes sold by Haggart & Gawtrop Clothing Co. This company, founded in 1908 by brothers-in-law Edmond Q. Haggart and Cyrus H. Gawthrop, originally operated from its location at 149 N. Santa Fe in Salina.
Over the years, Haggart & Gawthrop Clothing Co. experienced remarkable growth, leading to a move to a more prominent address at 155 N. Santa Fe after a decade of successful operations. Their quality merchandise and commitment to customer satisfaction contributed to their enduring popularity in the local community.
As time passed, changes were inevitable, and in September 1955, Edmond Q. Haggart made the decision to sell the business to Jack Ross. The store took on a new identity, becoming Jack Ross Men's Wear. However, Haggart's involvement did not end with the sale, as he continued to work with the new firm.
Even with the name change, the legacy of Haggart & Gawthrop persisted. The building housing Jack Ross Men's Wear remained under the stewardship of the Haggart & Gawthrop heirs, preserving the connection to the company's rich history.
Looking back on the early 20th century, it is fascinating to see how businesses like Haggart & Gawthrop Clothing Co. embraced innovation and capitalized on the silver screen's allure to reach potential customers. The lantern slide advertisement stands as a testament to the ingenuity of early marketing techniques and the enduring legacy of an enterprising enterprise.
