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Mad Luncheonette: 1957

The last in the "Luncheonette" group. If you look carefully, there's a Mad Magazine on the shelf (floor level). Enjoy! View full size.

The last in the "Luncheonette" group. If you look carefully, there's a Mad Magazine on the shelf (floor level). Enjoy! View full size.

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Kim Novak cover

Photoplay, November 1957 issue.

Patsy & Millie

Those comic books are Millie the Model #82 (cover date Jan 1958) and Patsy Walker #74 (Dec 1957). Before the current era of direct sales, a comic book's cover date indicated when unsold copies could be removed from the shelf and returned by the retailer for credit. The actual date of issuance preceded the cover date by 3-4 months, making this photo circa September-October 1957.

Daggett's Chocolate

Seems that there was a Boston company Daggett's Chocolates. Bought out by NECCO (New England Confectionery Co.).


Can someone tell what are/were Daggetts?

[The sign says Daggett's Chocolates. - Dave]


When I was a child in the 1970s places like this still existed, probably run by the same people who opened them in the 1940s and 1950s. A welcoming kind of place, devoted entirely to pleasant distractions.


Gary took the words from my mouth. Please keep 'em coming!

Say It Isn't So!

>>The last in the "Luncheonette" group.<<

Oh, please, find some more to share! These and your old filling station photos are definitely among my favorites!

Sports Cars Illustrated

The November, 1957 issue is on the top shelf. The magazine was renamed Car and Driver beginning with the April 1961 issue.


Good eye to spot this same magazine on the shelf!

Mags and Comics

Underneath the True Experience and next to what looks like an issue of Photoplay are the comic books Patsy Walker, Millie the Model and Miss America.


Specifically, the December 1957 issue:

Mad Luncheonette

There are SO many things I love about this picture. First of all, the homestyle draperies on the doorway leading into the back of the store is a clue that the proprietor had his living quarters there, which was common in the first half of the century. The telephone booth in the left hand corner was a very familiar feature in almost every diner, drugstore and soda fountain prior to 1970 and provided privacy for conversations. I miss phonebooths tremendously, not being a fan of cellphones. Best of all, that compartmentalized ice cream freezer on the front right was my most favorite appliance ever. Each one had different ice cream treats, some I remember were Frosticks, Creamsicles, Push-Ups (not the bra), Dixie Cups with movie star lids, a bastion of childhood pleasure. I could go on, but don't want to monopolize the board, although this photo is fabulous. Thank you.

Mad Christmas

It looks like the Mad Magazine issue is Number 36, December 1957! Talk about a magazine that stuck with its original design! I was at Comic-Con two weeks ago, and the major Mad artists were there, still alive and kicking!

Boy, I like the prices on those Sundaes! I was at a famous chain of Ice Cream stores the other day, $19 plus change... for two Sundaes and a milk shake!


Conflict of interest

Advertising Pepsi but selling Coke.

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