Taking La Farge's Inventory

TAKING A TOWN’S INVENTORY

            When doing historical research on a particular place over a long period of time, one occasionally has to pause and take an inventory of where you are.  It is easy to get lost in the minutia of a place’s details that is often the joy of research.  That little tidbit of an item found in the local newspapers “Personals” from forty years ago might be a gem for the researcher to savor.  But every once in a while, one has to put down those tidbits and gems and take a long look at the big picture.  In the case of my research on the history of La Farge, one needs to stop and take the town’s inventory every so often.

            I am just finishing the process of researching in the clipping files of the last fourteen years of the La Farge Enterprise newspaper.  The Enterprise was La Farge’s weekly newspaper from 1898 until 1973 and the various publishers kept the yearly clipping files, which contained a copy of each issue of the paper.  Arnie Widstrand was the last publisher of the Enterprise and the files remained in the Widstrand family’s possession.  Sarah Gudgeon, Arnie’s daughter, loaned me the Enterprise files from 1960 through 1973, which I used extensively when I was writing my book on the La Farge dam project.  Sarah needs the files back for some of her family research, so I have been finishing up my research in them before returning them to her.

            My research in those files from fifty years ago has really been a relevant trip back in time for me as the newspaper covered an era when I was growing up in La Farge.  Those issues chronicled the years of my attending and graduating from high school in La Farge, going away to college in LaCrosse, moving away to teach in Cambridge, Wisconsin and returning to La Farge in the fall of 1972 to teach at my alma mater.  In the last few weeks as I have been pouring through those issues of the Enterprise, I have been filling up notebooks with gems and tidbits from those times.  I now need to stop and take stock in what I have.

            One way to take a town’s inventory is to look at the business or commercial district in the place.  Since there are generally no business directories or maps available for that assessment of La Farge, the task can be a tad daunting at times.  But the year-end issues of the newspapers provide a nice tool for the inventory.  Back then (and this stretches back to the very beginnings of the newspaper and the town), nearly all places of business in La Farge would place ads in the Enterprise at Christmas and New Year’s.  The Christmas week ads wished all of their customers the best in the holiday season and the next week there was another ad wishing everyone a Happy and Prosperous New Year.  The business ads were so large and numerous that the newspaper would often have to expand by a couple of pages to get everything included in those issues.

            When looking at these holiday advertisements placed in the village newspaper, one can see what businesses were operating in La Farge at the particular time.  By going to the year-end issues of the Enterprise from other years, one can start to plot some transition in the village from one era to another.  When looking at those particular holiday ads from seventy-five years ago (1937), fifty years ago (1962) and forty years ago in 1972, one can trace continuity and change in La Farge’s Main Street business district.

            Continuity may be in the form of holiday ads for the same business over all of those years.  The Nuzum Lumber Company would be one of those places of business stretching through the years from 1937 to 1972 and another would be the La Farge State Bank.  (Interestingly, both of those places of business are still operating in the village to the present day.)  The Lounsbury Drug Store is another business found in all of the past issues during that time span.  That business even touts its longevity because Harry Lounsbury’s 1972 holiday ads for his drug store boast of  “41 years of service to the La Farge Community”.

            Continuity can also be observed by looking at the same business operated by different people over the years.  La Farge’s funeral parlor is a good example.  In 1937, Gene Calhoun is the village undertaker, while in 1962 John Ferries is operating the funeral parlor in town, having purchased the business from the Calhoun family.  By 1972 Arlen Johnson, who purchased the business from Ferries, is providing the village’s mortuary needs.

            One could also trace the continuity of a business by looking at the businesses in a particular building.  Since the present La Farge Hardware Store is the oldest building located on Main Street, looking at the businesses in that building over the years can be a way of plotting the continuum.  In 1937, there was a Gamble Agency store in that building, while in 1962 Mick’s Hardware was there and ten years later in 1972, it was the home of Rose Hardware.

            Great change is also evident when surveying the holiday ads from those different years.  In looking at the holiday business ads from those years between 1937 and 1972, one can see the change that takes place over the years in a small town’s business district.  Places come and go; some holiday business ads only appear in one of the year-end issues, but no more.  In 1937, La Farge had holiday ads for a Koffe Kup Kafe (I’m assuming the owners last name may have started with a “K”?).  In the 1962 issues, ads for the Mars Theater appear and in 1972, there are ads for Kickapoo Gifts operated by Colleen Sullivan.

            And so it goes.  Time passes by for a community and the sand is out of the old hourglass for 2012.  Bring on 2013.