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The Newark star and Newark advertiser. [volume] : (Newark, N.J.) 1909-1909
Alternative Titles:
  • Evening star Apr. 3, 1909-Apr. 30, 1909
  • Newark star May 1, 1909-Nov. 26, 1909
Place of publication:
Newark, N.J.
Geographic coverage:
  • Newark, Essex, New Jersey  |  View more titles from this: City County, State
Newark Daily Advertiser Pub. Co.
Dates of publication:
  • Vol. 78, no. 78 (Apr. 2, 1909)-v. 78, no. 280 (Nov. 26, 1909).
  • English
  • New Jersey--Newark.--fast--(OCoLC)fst01205929
  • Newark (N.J.)--Newspapers.
  • "Evening Edition" appears with masthead ornament Apr. 3, 1909-Apr. 30, 1909.
  • Archived issues are available in digital format from the Library of Congress Chronicling America online collection.
sn 91064010
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The Newark star and Newark advertiser. [volume] April 3, 1909 , Image 1


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The Newark star and Newark advertiser

In the first decade of the 20th century, Newark transitioned from being primarily a manufacturing city to one that was both a manufacturing and a commercial hub. By 1909, its downtown was thriving. Bamberger's, Plaut's, and Hahne's ("Newark's Store Beautiful") were the major department stores that established themselves in downtown Newark. These stores offered a new way of shopping, providing a wide range of goods at fixed prices, a focus on the customer, and an attractive appearance both inside and out. Plaut's advertised the completion of "The Great White Way," the illumination of North Broad, Market, and South Broad streets with streetlights, which was designed to appeal to the female shopper. The stores boasted that they were as good as any in New York. Newark's downtown shopping district was busiest in the mornings, as women from the city and the suburbs came to do their shopping.

To reach women, who had come to be viewed as primary household consumers, stores turned to local newspapers, and in turn, newspapers looked to expand advertising as a major generator of profits. In April 1909, the Newark star and Newark advertiser boasted a circulation of 75,000, "Greater than any other newspaper in New Jersey." On July 2, the paper ran a large front page graphic depicting a woman in a rocking chair reading The Star under the banner "New Jersey's Home Newspaper." To appeal to the female reader, the Newark star and Newark advertiser offered a nightly two-page magazine, "News of Women For Women and the Home," with fashion features, advice columns, serialized stories, and a "news for shoppers" column, which talked about what new goods could be found in the department stores. Around Thanksgiving in 1909, Hahne's department store advertised its Christmas wares, justifying Christmas shopping prior to Thanksgiving by recommending that shoppers complete their Christmas shopping by December 10.

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