SHORPY Historic Photo Archive & Fine-Art Prints
The Shorpy Archive
6000+ fine-art prints suitable for framing. Desk-size to sofa-size and larger, on archival paper or canvas.
Join and Share

Social Shorpy

Syndicate content
Syndicate content
Syndicate content

Join our mailing list (enter email):

Member Photos

Photos submitted by Shorpy members.

Colorized Photos

Colorized photos submitted by members.

About the Photos

Our holdings include hundreds of glass and film negatives/transparencies that we've scanned ourselves; in addition, many other photos on this site were extracted from reference images (high-resolution tiffs) in the Library of Congress research archive. (To query the database click here.) They are adjusted, restored and reworked by your webmaster in accordance with his aesthetic sensibilities before being downsized and turned into the jpegs you see here. All of these images (including "derivative works") are protected by copyright laws of the United States and other jurisdictions and may not be sold, reproduced or otherwise used for commercial purposes without permission.

© 2018 SHORPY INC.

[REV 25-NOV-2014]

JUMP TO PAGE   100  >  200  >  300  >  400  >  500  >  600

Small Business: 1940

Small Business: 1940

July 1940. "General store in Lincoln, Vermont." Medium-format nitrate negative by Louise Rosskam for the Resettlement Administration. View full size.

On Shorpy:
Today's Top 5

This WAS "my father's Oldsmobile"

The ads for the last new touted "not like", but this was indeed like my father's Oldsmobile. He and my mother had the long-wheelbase 4-door sedan when they first married in 1951. It was quite old then, bought second-hand (or third, fourth, fifth...) All their lives they told how it was one of the best cars they ever owned, carrying them to nearly every state in the western United States and over the perilous roads high in the Rockies that predated our interstate system. One of my favorite pictures of them as young newlyweds is them sitting on that long hood of theirs in baby blue.

Puffed Wheat Sparkies - A Serial's Cereal

Later in the 1940's, Quaker rebranded and sweetened its Puffed Wheat(and also Puffed Rice) breakfast cereal products as "Sparkies" and repackaged them, from boxes into clear cellophane bags. The slogan Qauker used for them was, "The Cereal(s) Shot from Guns". Along with General Mills' Wheaties, Kellogg's Pep and Post's Toasties, they were heavily advertised on kids' afternoon radio serial programs. They were all pretty good, except for Pep, which had the taste of wet cardboard. (It offered great premiums, however...)

Small Business: 1940

Charles Arthur Donah died in 1964, at the age of 82.

Re: Moxie

Ahhh ... good old Moxie. As someone who can actually drink a Moxie and "somewhat" enjoy the flavor, I think of it like this: Bitter cola mixed with a touch of root beer, and some cherry cough syrup thrown in for good measure. The Moxie Festival (held in Lisbon Falls, Maine) just concluded back around the middle of July, and was the 30th Anniversary of the event.

Check out their website for anything and everything Moxie:

1940 Census says

He is Charles A. Donah, 58. Living with his wife, daughter, son-in-law (a gas station attendant), and granddaughter. Kind of brings things to life, eh?

Hot And Cold Moxie

Just look at that great Moxie Thermometer, on the wall, to the right of the door. It probably had more viewers than both Coca-Cola signs.


Good at any temperature, critics say it tastes like prune juice, motor oil and store brand cough syrup, others relate the taste to licking a creosote telephone pole.

The Merry Oldsmobile

The front of a 1935 Oldsmobile Series L is visible.

The "L" series was an 8 cylinder model (100 hp, 15 mpg at 50 mph, 121" wheelbase) as compared to the "F" series which had a 6 cylinder engine (90 hp, 18 mpg at 50 mph, 115" wheelbase).

The "L" series models are easily distinguished by the three sets of horizontal double bars in the grille. The "F" series used three single bars.

Note the Texaco sign reflection in the upper right front window of the store.

Wet cement

Looks like he was getting a new front walk.

SHORPY HISTORICAL PHOTO ARCHIVE | History in HD is a vintage photo archive featuring thousands of high-definition images from the 1850s to 1960s. (Available as fine-art prints from the Shorpy Archive.) The site is named after Shorpy Higginbotham, a teenage coal miner who lived 100 years ago.

Syndicate content RSS | Contact Us | Privacy Policy | Photo Use | © 2018 Shorpy Inc.