Looking Back: Newspaper advertising tells stories of life

If you are fond of the past at all, and I assume you are if you’re reading this, you owe yourself a trip to the downtown library for a leisurely perusal of the Argus Leader.

Pick a year — any year will do — but perhaps one you’re fond of in the first place. See what was going on in Sioux Falls at the time, but don’t just stop at the front page. Look at the advertisements and the news of the world. See what the world was like back in the day, and try to discover what was on the minds of the people at the time. Look at the theater ads and see what was playing - see what kind of escapes from everyday life people were willing to give up their money for. These things change gradually, almost imperceptibly, over the years, so take your time. Get acclimated to a decade and move forward.

In 1920, the old Princess Theatre on the west side of Phillips Avenue near Eighth Street was showing “In Old Kentucky.” It starred Anita Stewart, who was a big draw in the silent era of film. She had partnered with Louis B. Mayer and put together her own production company, which produced the film. Ultimately it was not well-remembered, but for those in South Dakota in the early 20th century, seeing thrilling horse race action shot on location at Churchill Downs in Kentucky was a welcome escape.

Carl Ried & Co. (an exclusive store for thrifty women) at 110 S. Phillips Ave. was having a $25 dress sale, and a product called Danderine was being sold at local drugstores for pennies a bottle. “Just moisten a cloth with a little ‘Danderine,’ and carefully draw it through your hair, taking one small strand at a time.” It promised to restore “the youthful glints, tints and color” to your hair, though it might take all day to get the job done.

Looking Back: Haunted Sioux Falls buildings bring out stories

Now let’s grab some microfilm from 1951. Car culture was taking off with the youth in Sioux Falls. You could drive out to the Starlight Drive-In Theatre on Burnside Avenue and catch John Derek in “Rogues of Sherwood Forest” and Tyrone Power and Gene Tierney in “That Wonderful Urge.” Also happening that summer in West Sioux, the 70-year-old West Sioux Grocery store was being torn down so it could be replaced with a new, larger building. Word had it that Ray Brockhouse was adding a meat market to the new venture. Presumably, he was looking to sell out the remaining stock of Gibson Pres-Toe refrigerators. It had to be seen to be believed. The refrigerator door would open and close automatically with the press of a foot pedal.

Let’s skip forward a bit more and see what’s going on in 1976. There was a re-release of “Gone With the Wind” at the Plaza 1 in The Empire Mall. The K-Cinema was showing “Futureworld,” and the West Mall was showing “Harry and Walter go to New York,” starring James Caan and Michael Caine. Before the film, you could stop by Village Inn Pizza Parlor on 41st Street across from the Western Mall. After the movie, maybe head to the downtown Holiday Inn to see The Talismen playing at the Red Rock Lounge. On the weekend, you could head to the East 10th Sears store and pick up an $87 Insta-gym for the kids. Maybe the kids will be able to get going high enough on the swing that one of the aluminum support tubes lifts off the ground.

There’s no telling where the newspaper will take you. History is a complex, living, breathing thing, and it may just take you down a rabbit hole.

Eric Renshaw of Sioux Falls has written the book "Forgotten Sioux Falls" and gives a historical perspective on his website GreetingsFromSiouxFalls.com.

In 1948 polio epidemic, S.D. had highest per capita rate in U.S.