A crowd gathers outside the news office of the San Francisco Examiner to await the outcome of the 1920 presidential election. Reporters used loudspeakers to announce the results to the throng of voters and spectators. / THF610502
On Election Day, November 2, 1920, Americans waited anxiously for news of who would be the next President of the United States. In the evening, many voters milled around newspaper and government offices waiting to hear from election officials and reporters the latest results that were streaming across telephone and telegraph wires; others waited to read about the outcome in the next day's newspaper. But in 1920, a growing number of Americans could stay at home and listen to election returns announced over the expanding wireless media -- radio. During the next decades, radio would become an essential link in the political life of Americans -- not only for Election Day results, but for news of campaigns, conventions, and inaugurations; reports on the life of the President; and for the calm reassurance of leadership articulated in fireside chats.
Pittsburgh, Pennsylvania, radio station KDKA broadcast the election returns in between musical interludes to hundreds of listeners on Election Day. The station was the first federally licensed commercial radio station in America. This photograph shows the studio in 1920. / THF120670
Andy Stupperich is Associate Curator, Digital Content, at The Henry Ford.
20th century, 1920s, voting, radio, communication, by Andy Stupperich
The Mcity Driverless Shuttle arrives at The Henry Ford.
Thanks to a generous gift from the University of Michigan (U-M), The Henry Ford recently acquired its second autonomous vehicle: a driverless shuttle used by U-M’s Mcity connected and automated vehicle research center. Readers may recall that we acquired our first AV in 2018 – a 2016 General Motors Self-Driving Test Vehicle. While the GM car was an experimental vehicle focused on technology, the Mcity shuttle took part in an intriguing project more focused on the psychology of consumer trust and acceptance of driverless vehicles.
From June 4, 2018, through December 13, 2019, Mcity, a public-private research partnership led by U-M, operated this driverless shuttle at U-M’s North Campus Research Complex in Ann Arbor. The project’s purpose was to understand how passengers, pedestrians, bicyclists, and drivers interacted with autonomous vehicles. In effect, the project was a way to gauge consumer acceptance of a decidedly unconventional new technology.
The shuttle donated to The Henry Ford is one of two fully-automated, electrically-powered, 11-seat shuttles Mcity operated on a fixed route around the research complex throughout the course of the study. The shuttles were built by French manufacturer Navya. In late 2016, Navya had delivered its first self-driving shuttle in North America to Mcity, where it was used to support research and to demonstrate automated vehicle technology. In June 2017, Mcity announced plans to launch a research project in the form of an on-campus shuttle service that would be open to the U-M community.
The Mcity Driverless Shuttle operated on a one-mile loop around the North Campus Research Complex at speeds averaging about 10 miles per hour. The service ran Monday-Friday from 9 AM to 3 PM. While its route avoided heavy-traffic arteries, the shuttle nevertheless shared two-way public roadways with cars, bicycles, and pedestrians. It operated in a variety of weather conditions, including winter cold and snow; but was not used in more extreme weather, such as heavy snow or rain.
The Mcity Driverless Shuttle on its route at the University of Michigan’s North Campus Research Complex. (Photo credit: University of Michigan)
While the shuttle and its technology are impressive enough, the impetus behind its use is arguably more important to The Henry Ford. The Mcity research project was the first driverless shuttle deployment in the United States that focused primarily on user behavior. Mcity’s goal was to learn more about how people reacted to AVs, rather than prove the technology. The two shuttles were equipped with exterior video recorders to capture reactions from people outside the shuttle, and interior video and audio recorders to capture reactions from passengers inside. On-board safety conductors, there to stop the shuttle in case of emergency, also observed rider behavior.
Mcity staff monitored ridership numbers and patterns throughout the project, and riders were encouraged to complete a survey about their experience that was developed by Mcity and the market research firm J.D. Power. Survey questions ranged from basic inquiries about age and relationship to the university, to more specific inquiries about reasons for riding, degree of satisfaction with the service, interest level in AV technology, and – most significantly – degree of trust in the shuttle and its driverless capabilities. The survey data was then analyzed by J.D. Power. You can learn more about the results through Mcity's white paper, "Mcity Driverless Shuttle: What We Learned About Consumer Acceptance of Automated Vehicles."
Along with the shuttle itself, U-M has kindly donated examples of the special signage installed by Mcity in support of the shuttle project. There are no current government regulations – at the federal, state, or local levels – for signage along a driverless vehicle route. Mcity developed its own signs to alert other road users to the shuttle’s presence. Samples include signs proclaiming “Shuttle Stop” and “Attention: Driverless Vehicle Route.”
Autonomous vehicles are coming to our streets – it’s no longer a question of “if,” but of “when.” Indeed, the Mcity shuttle project proves that AVs are, to an extent, already here. These driverless vehicles promise to be the most transformative development in ground transportation since the automobile itself. Self-driving capabilities will fundamentally change our relationship with the vehicle. The technology promises improved safety and economy in our cars and buses, greater capacity and efficiency on our roads, and enhanced mobility and quality of life for those unable to drive themselves. The Mcity Driverless Shuttle represents an important milestone on the road to autonomy, and it marks an important addition to The Henry Ford’s automotive collection.
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21st century, 2010s, technology, research, Michigan, by Matt Anderson, autonomous technology, alternative fuel vehicles
In almost 91 years, our doors have never been closed for more than two days at a time. We have always been here — for your field trips, your weddings, your holidays and your family days out. Then everything changed.
For almost 16 weeks, we were unable to welcome guests through our doors. With almost two-thirds of our operating budget coming from earned revenue — admission tickets, memberships, signature and private events, food and retail purchases — the closure had a devastating impact. In addition to other cost-saving measures, The Henry Ford made the very difficult decision to place more than 80% of our staff (nearly 1,400 employees) on temporary, unpaid leave. Our venues were dark and quiet.
Although our doors have reopened, we are still operating at a significantly reduced capacity. While The Henry Ford has not had a deficit in decades, we are projecting a crippling shortfall of $10 million to $20 million in our 2020 operating budget. But we have been through difficult times before, persevered and emerged stronger, and with your support we will do so again.
The outpouring of support we have received has been amazing. You have been there for us at each step, through donations, membership renewals, messages of support and, when we were finally able to reopen, visiting our venues again. Thank you! Supporters have donated over $400,000 to the Reactivate The Henry Ford Fund. It is great to see that many of these donors were contributing to us for the first time. Every gift is being matched by a longtime supporter of The Henry Ford, so these donations will have double the impact.
We still have a long way to go, and we can only do it with your help. Please continue to support us however you can — visit, renew your membership, donate, share on social media — every action helps. We are thrilled to have you back at our venues and can't thank you enough for everything you do to Reactivate The Henry Ford!
21st century, 2020s, The Henry Ford Effect, philanthropy, COVID 19 impact
Promotional image for #AskAnArchivist Day 2020 from the Society of American Archivists.
One day every October (American Archives Month), archivists flock to Twitter for #AskAnArchivist Day. The event, organized by the Society of American Archivists (SAA), allows archivists to explain what they do and answer questions from the public in real-time.
This year, four representatives from our Archives--Sr. Manager, Archives & Library, Brian Wilson; Reference Archivist Kathy Makas; Processing Archivist Janice Unger; and Processing Archivist Hilary Severyn--took shifts answering questions from The Henry Ford's Twitter account. Between the four of them, they covered topics ranging from the availability of research assistance during the COVID-19 pandemic to our Ford Motor Company records to mustache-related puns. Below are some highlights from the day's Q&A.
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21st century, 2020s, research, by Ellice Engdahl, archives, #Behind The Scenes @ The Henry Ford
Comic book covers from the collections of The Henry Ford. See them in our Digital Collections here.
Comic books, like all things, change as they age and not necessarily for the better. Whether from the golden, silver or modern age, comic books are all printed on paper that is made from wood pulp. Lignin (a substance found in wood) breaks down and causes the paper to become increasingly acidic, discolored and brittle. Those of you who collect comic books have certainly seen and handled extremely brittle and discolored books. Conservators refer to this the inherent instability of wood pulp paper as “inherent vice.”
If you wish to preserve your comics, you need to take measures to combat this inherent vice by minimizing factors that accelerate deterioration. Steps that you can take to fend off inherent vice include:
- Limiting exposure to high levels of moisture, either in the form of water or high humidity. Both can damage comics and accelerate degradation.
- Avoiding exposure to ultraviolet and visible light, which can cause inks to fade and paper to become yellow.
- Using inappropriate non-archival storage or display materials, such as PVC vinyl plastic bags or boxes, inexpensive wood pulp cardboard boxes, wood pulp mat boards, wooden boxes or wooden frames. Contact with these can cause discoloration.
- Avoiding frequent handling.
In this video, recorded live in the conservation lab at The Henry Ford, Chief Conservator Mary Fahey demonstrates how to store, display, repair, and preserve your comic books.
What can be done to preserve comic books?
Take measures to limit exposure to moisture by placing books in archival bags or sleeves made from polypropylene, polyethylene or polyethyleneterephalate (Mylar).
Never store comic books directly on the floor.
Avoid storing books in attics, basements or other damp areas. If no alternative is available, use watertight polyethylene or polypropylene boxes and add a few silica gel packets conditioned to 45-50% relative humidity. The packets will need to be changed periodically.
Limit exposure to light including visible and invisible ultraviolet light. If you wish to display your comics, consider display methods that limit light exposure by avoiding display near windows and turning off the lights when you are not in the room. If you choose to display your books in a lighted showcase case, LEDs on a timer are the best option since they emit minimal ultraviolet light and minimal heat. At The Henry Ford, we have noticed that Mylar covers appear to block some of the damaging effects of light, providing some protection from fading.
All books should be bagged and boarded or encapsulated (see image below) for storage, display and handling. This protects them from dirt and moisture, minimizes flexing and stress of the fragile paper, and protects from the oil and salt in people’s hands. The use of archival materials and methods for storage and display can have a big impact on the longevity of your collection.
The use of acid-free, lignin-buffered mat board, boxes and paper inserts are recommended. These products are made from cotton, and generally contain calcium carbonate, which helps to neutralize the acid that is formed in the comic books as they age. They do cost a bit more, but are well worth it. The Henry Ford uses a variety of display and storage methods for comic books. Some examples include:
popular culture, conservation, comic books, collections care, by Mary Fahey
Curt Braden, as the “ghost” of Abraham Lincoln, posing with the carved jack-o’-lanterns at the doorway of the Logan County Courthouse that marked treat stops. (Photo courtesy Susan McCabe)
The 40th anniversary of “Hallowe’en in Greenfield Village” seems like a perfect opportunity to reflect upon the first Halloween program in Greenfield Village. I was there with my husband, Curt, in the Logan County Courthouse. With his face covered in white theatrical makeup, he played the “ghost” of Abraham Lincoln for the evening, while I played his wife, Mary Todd. Other “ghosts” were stationed at various other Village buildings, awaiting the young trick-or-treaters who would show up at their doorstep. We all wondered whether it would work, this crazy idea of using the Village as the canvas for a historically-themed Halloween program.
As kids filed through the Courthouse that night, my “ghostly” husband handed them each a Lincoln Head penny while he told them, “Here’s a token in remembrance of me.” Some kids gawked at him. Others smiled and circled back again for another penny. Still others scowled and said, “Only a penny?” I honestly remember almost nothing from that night. It was all a blur except for a few snapshots I have, proving we were there.
Now, 40 years later, I feel compelled to find out exactly what transpired that night. So, I asked Brian Wilson, our Senior Manager of the Archives and Library, to see if he could dig out the original program description of it (which he did). I also got in touch with a few old friends who had helped plan it and participate in it. What I found was that, while our memories are sketchy and sometimes inconsistent, we all felt that night that we were on a mission, a mission to provide guests with a combination of fun and learning using the rich historical stories that pervade Greenfield Village. The magical quality of being in the Village at night (decades before there were streetlamps) didn’t hurt either.
Description of the Family Halloween Jamboree in the 1981 class catalog / THF610727
In 1981, the program was called the Family Halloween Jamboree and it was one of the many listings in the catalog of Adult Education, Teen, and Children’s Classes organized by the Education Department at the time. After the Greenfield Village schools had closed in 1969, the museum had become a strong advocate of offering educational classes for the general public. By the early 1980s, the class catalog was extensive, including page after page of lectures, tours, and an incredible array of craft classes, like glassblowing, blacksmithing, and tinsmithing. Children’s classes also involved a wide array of different take-home crafts and hands-on opportunities.
Colonial Cooking was a popular Adult Education class held in Clinton Inn (now Eagle Tavern) during the late 1970s. / THF112256
Harold Skramstad’s arrival as President in 1981 provided the catalyst to reimagine a wide variety of new educational programs. Summer Discovery Camps began that year, along with new Member programs. All of these new programs were characterized by a close alignment with our historical figures and stories. The Family Halloween Jamboree was no exception. Jim VanBochove, a graduate student intern that previous summer and a participant in the first Halloween program (and now Director of Organizational Culture at The Henry Ford) explained that, “That was one of the great things in those days—that you could really try some new things. There was support, even if it didn’t turn out.”
This program was the brainchild of museum professional Candace Matelic, hired earlier that year as Manager of Adult Education and Children’s Programs. She was helped by her able assistant, Susan Gangwere (now Susan McCabe), a graduate student summer intern like VanBochove who had just recently joined the Education staff. Inspired by Skramstad’s encouragement to be creative, break down old barriers, and try new things, Matelic and Gangwere put their heads together to create each of the elements for this, one of three holiday-related family programs that year.
A colorful and enticing flyer for the 1981 Family Halloween Jamboree. (Image courtesy Donna Braden)
From the beginning, the 1981 Family Halloween Jamboree was planned with children in mind—including “hair-raising stories of ghosts and witches,” making Halloween treats, and enjoying a variety of traditional games. In keeping with the focus on the historic nature of Greenfield Village, children were encouraged to come dressed as their favorite historic character, which they would show off in a “parade down a pumpkin-lighted path,” followed by a judged costume contest with prizes. Parents were encouraged to dress up for the night as well. The evening cost $7.00 per child, while accompanying adults were free.
This cover of the 1982 class catalog shows a portion of the 150 jack-o’-lanterns that volunteers had carved for the 1981 Family Halloween Jamboree. / THF610728
Hay wagons took guests on rides from Town Hall through the Covered Bridge, around the loop and back to the Village Green. On the way, they encountered spooky characters, like the Grim Reaper and the Headless Horseman. Back at Town Hall, they could partake of cider and donuts, and bob for apples. A highlight of the evening was that guests could walk to several trick-or-treat stops in and around the Green. White-faced “ghosts” of historical figures connected with Greenfield Village buildings passed out treats that were specifically themed to each building or character. At the Courthouse, it was Lincoln Head pennies; at Stephen Foster Memorial (now the Sounds of America Gallery), VanBochove, as the “ghost” of Stephen Foster, handed out kazoos while singing excerpts of more “ethereal” Stephen Foster songs like “Beautiful Dreamer” and “I Dream of Jeanie with the Light Brown Hair.” Carved jack-o-lanterns, placed at the doorways, marked each treat stop.
Curt and I pause for a snapshot before heading to the Village for the big evening, 1981. Before the days of a department that researched and created historical clothing for Greenfield Village staff, I did my best to dig out some (rather historically inaccurate) vintage clothing from my own closet to wear for the evening. (Photo courtesy Donna Braden)
This one-night Jamboree attracted some 300 people. As VanBochove recalled, “We all thought that was HUGE. And there were many moving parts so lots of learnings.” Susan McCabe concurred that it was a great way to learn about the logistics of Village experiences, like how to move people through, how many supplies to have on hand, and how to get all those pumpkins carved!
Curt having his white theatrical makeup applied before the big night, 1981. (Photo courtesy Donna Braden)
Building upon the success of this first program, the next year’s program was expanded. Now costing $5.00 per person, it was held on two successive nights. The modest pumpkin-lit path for the children’s costume-judging parade now extended through many of the streets of the Village, with an accompanying map “to tell you the whereabouts of the ghost and spirits we expect to join us.” Candace Matelic remembers that two educational assistants “did nothing all night but keep the pumpkins lit, and there were hundreds of them.”
Description of the 1982 Family Halloween Jamboree, explaining the new navigation through the Village by pumpkin-lit paths and a map / THF610735
One goal of these early programs was to attract new audiences, people who did not ordinarily come to Greenfield Village. As Matelic recalls, “We reached people from all backgrounds…many of whom were coming to Greenfield Village for the first time.” It was also a way to attract new Members by offering them first pass at signing up.
The popularity of the 1982 Family Halloween Jamboree was greatly aided by the Tylenol scare of that year, in which cyanide-laced acetaminophen was found placed on drugstore shelves and sold. This high-profile crime eventually led to the introduction of child-proof containers and tough Federal laws aimed at punishing those who tampered with drugs. No evidence of contaminated Halloween candy was ever found that year and, since that time, stories like these have become the stuff of urban legend. But, in 1982, the scare was real, parents were worried about letting their kids go trick-or-treating through neighborhoods, and that year’s Family Halloween Jamboree in Greenfield Village received a big boost in attendance.
Beyond this, Matelic thinks that these early programs were exceptionally unique because, “We clearly touched a chord in providing a safe and memorable family experience in those early years, in response to a community need. I like to think of it as a gift to the community. It was fun, interactive, and welcoming. We had fun and that let visitors have fun. We made a connection to a beloved American tradition and started a new relationship to the community.”
By 2018, the year of this photograph, “Hallowe’en in Greenfield Village” had become a mega-event that lasted 11 nights and attracted 70,000 guests.
These two early programs laid the groundwork for today’s extravaganza that thousands anticipate every year. Why does it remain as popular as ever? Having spent time at many treat stations over the years, VanBochove remarks that, “it has always amazed me that even with the thousands of guests who come on any evening, almost everyone has a sense that the program is just for them, that they are there with family, and that this is a special memory that only we can help create.” Matelic, who has worked at several museums since those early days and mentored hundreds of students pursuing museum careers, reflects that, “While the focus and contents (and size and length) have broadened over the years, the program is still touching hearts and minds, offering an opportunity for generations to continue making cherished family memories.”
Do you have a cherished memory of the 1981 Family Halloween Jamboree in Greenfield Village?
Donna R. Braden, Senior Curator and Curator of Public Life at The Henry Ford, would like to thank Candace Tangorra Matelic, Ph.D., Susan Gangwere McCabe, Jim VanBochove, and Curt Braden for their willingness to share their memories of this groundbreaking program.
Michigan, Dearborn, 20th century, 1980s, holidays, Hallowe'en in Greenfield Village, Halloween, Greenfield Village, events, by Donna R. Braden, #Behind The Scenes @ The Henry Ford
In the early 1930s, tensions were running high between two competing news sources: newspaper publishers were feeling the strength of their monopoly slipping away as the public’s appreciation for radio news broadcasts grew. This time of conflict in communications history is known as “The Press-Radio War.”
Publishers felt especially threatened by the nimbleness of radio networks. Broadcasters could share breaking news immediately over the airwaves, rather than having to wait for the next day’s run of newspapers to be printed and distributed. At first, newspaper companies tried to boycott radio’s ability to grow into something more than just an entertainment medium by asking wire services to block the flow of newsworthy information to radio stations. But eventually, the two media formats settled into a truce by the late 1930s, partly owing to the demand for reliable information-sharing as the threat of World War II grew. 
The Detroit News “autogiro” aircraft flies over the WWJ transmitter towers on the roof of the Detroit News building. The autogiro used a swiveling camera to take aerial photos of newsworthy events and quickly transported reporters to the sites of developing stories. / THF238502
Some newspapers saw the financial benefit in blending formats and went so far as to cut out the competition by starting their own radio news stations. The Detroit News was one of the first newspapers in the United States to incorporate a commercial radio station into its operations. In August 1920, WWJ (then owned by the Detroit News) launched its program of nightly broadcasts under the call sign 8MK. As of 2020, WWJ has been on-air for 100 years!
In this image, the Detroit News autogiro flies over downtown Detroit. The Penobscot Building—site for the News’s experimental W8XWJ station—appears in the foreground. The original vertical “whip” antenna is just visible on the ball that tops the metal tower. / THF239963
In 1936, the Detroit News launched experimental audio broadcasting station W8XWJ from the 47th floor of the Penobscot Building in downtown Detroit. W8XWJ was formed under the FCC’s ultra-high short-wave “Apex” station program, an experiment designed to provide listeners with higher quality AM signals. The station’s original 100-watt AM vertical “whip” antenna was attached to the beacon sphere that tops the metal tower perched on the roof of the Penobscot Building. The height of the Penobscot—the tallest skyscraper in the city at that point—helped to disperse the radio waves over the entire city. Many people are familiar with the glowing red beacon at the top of the Penobscot, but its connection to the growth of radio in the city is not as well known.
From 1938-1940, W8XWJ ran a fascinating but ultimately short-lived experiment with an emerging technology called “radio facsimile.” Customers would hook a special “radio printer” up to their own radio, which would print the news overnight while they slept. In the morning, the news would be ready to enjoy with morning coffee – no need to deliver a physical newspaper! 
One of the original Finch Facsimile Transmitters from W8XWJ, complete with original station badge visible and a sample of a radio fax. / THF160295
At W8XWJ, a Finch Facsimile Transmitter was used to convert images and text into audio tones. These signals would arrive in customer’s home via radio waves, where their “radio printer” would translate the tones into human language. Everything would print out onto continuous rolls of thermal paper.
A Crosley “Reado” Radio Printer. / THF160315
This is a Crosley Reado Radio Printer – the type of device that people would connect to their home radio and would receive their faxed newspapers on. When The Henry Ford conserved this artifact through an Institute for Museum and Library Services grant, our conservators were excited to find an example of a facsimile still on the drum inside the machine. In this image, you can see an original radio facsimile portrait of Boris Karloff, who was famous for his 1931 portrayal of Frankenstein’s monster.
The Henry Ford’s collections also include the original transmitter and amplifier that powered the W8XWJ station.
W8XWJ’s Western Electric 500 Watt Ultra Shortwave Transmitter and Amplifier. These two devices are visible in their original installation here. / THF173159, THF173165
The idea behind W8XWJ’s radio facsimile experiment was revolutionary, but the process was slow and fussy. It could take over 20 minutes to print a single page of news, and signal reception became unreliable beyond a mile or two away from the transmitter. In 1940, W8XWJ ended its radio facsimile project.
While the original “whip” antenna for W8XWJ was replaced by a FM antenna in the early 1940s, if you look toward the top of the Penobscot building today, there is a tangle of communication equipment visible from street level. And in the interesting way that the new and the old can merge and converge within the histories of technology, some of this contemporary equipment fulfills radio facsimile’s promise to provide easily accessible information—the top of the Penobscot now serves as an important hub for Detroit’s wireless Internet network.
Kristen Gallerneaux is Curator of Communications & Information Technology at The Henry Ford.
1930s, 1920s, 20th century, radio, printing, newspapers, Michigan, Detroit, communication, by Kristen Gallerneaux, #THFCuratorChat
Hat, 2016-2017 / THF185075
Some called her a dissenter. Others called her “notorious.”
But one thing is for certain.
She was one of a kind.
At The Henry Ford, we mourn the passing of Justice Ruth Bader Ginsburg. Nominated by President Bill Clinton in 1993, she was only the second female Supreme Court Justice (after Sandra Day O’Connor) and the only Jewish woman to serve on the court.
During her tenure, Justice Ginsburg became known for her powerful and unyielding commitment to the rule of the law and equal justice under the law. She was a tireless advocate for women’s rights but in truth championed equality for all people. In her creative and strategic use of the law, she opened doors for countless people. She was fearless, tenacious, brilliant, and visionary.
She will be deeply missed.
Donna Braden is Senior Curator and Curator of Public Life at The Henry Ford.
Washington DC, 21st century, 20th century, women's history, in memoriam, by Donna R. Braden
Trade Card for the Larkin Soap Company, 1900 / THF224516
As part of the William Davidson Foundation Initiative for Entrepreneurship, we had the opportunity to delve into the history of the Larkin Company. What began as a small soap manufacturing business in 1875 became one of the nation’s leading mail-order businesses by 1900. This post highlights the Larkin Company’s rise to popularity under the multi-faceted, ingenious marketing strategy known as “The Larkin Idea."
While the Larkin Company sold its products throughout the country, the company had special appeal for rural customers, offering a broader range of product choices than stores in nearby villages and towns. The company would eventually develop a distribution system, contracting with local deliverymen to deliver Larkin products right to customers’ doorsteps – rather than customers having to pick them up in town. In the early 21st century, people today welcome this same opportunity for conveniently delivered goods!
Trade Card for “Boraxine” Soap, J.D. Larkin & Co., 1882 / THF296340
In 1875, having worked in the soap business for more than a decade, John D. Larkin created his own soap company in Buffalo, New York, called J.D. Larkin, Manufacturer of Plain and Fancy Soaps. This would later become known as the Larkin Company. The first product, made for laundry use, was a yellow bar known as Sweet Home Soap. Boraxine, a flaked laundry soap, quickly followed, and continued to be a signature item in product lists throughout the company’s history.
Boraxine Soap Powder, 1925-1940 / THF155045
The first salesman for the company was Larkin’s brother-in-law, Elbert Hubbard. Hubbard was a skilled promoter and successful salesman, devising advertising strategies and boosting sales. In 1878, Hubbard was made a partner in the business, resulting in the company’s name change to J.D. Larkin & Company. With this partnership, Larkin oversaw the manufacturing of the products and Hubbard was placed in charge of advertising and promotion. One of the first strategies Hubbard adopted was offering a chromolithograph (color print) as a premium, or free giveaway, in each box of Boraxine. By 1883 – after additional products were added to Larkin’s line – Hubbard began offering finer premiums, such as a Japanese silk handkerchief in each box of “Elite” Toilet Soap.
Back of a Trade Card for J.D. Larkin & Co.’s “Elite” Toilet Soap, 1882 / THF296327
After years of “slinging soap,” Hubbard noted that direct sales to housewives were more profitable than selling to local merchants. The company was doing quite well – having distributors in every state east of the Rocky Mountains in its first decade – but Larkin and Hubbard believed that the company had even greater potential. In order to maximize profits, the company decided to eliminate all middlemen (including the sales force), thus entering the mail-order industry. The mail-order business was not new – Montgomery Ward & Company had made this popular a decade earlier. But in 1885, Hubbard developed a plan, called “The Larkin Idea,” that offered giveaways with the purchase of particular items from the company’s mail-order catalogs.
Page advertising Rugs as Larkin Premiums, in Larkin Company Trade Catalog, “The Larkin Plan: Factory-to-Family,” Fall and Winter 1917-1918 / THF298153
“The Larkin Idea” was simple: In cutting out all middlemen and selling Larkin products directly to housewives, the money that would have gone to the payroll of the middlemen would instead be used to create desirable premiums that would be given to customers with the purchase of Larkin products. This idea was encapsulated by the slogan, “Factory-to-Family,” and the tagline of “The Larkin Idea” became, “Save All Cost Which Adds No Value.”
Larkin Company Trade Catalog, “The Larkin Factory-To-Family Plan,” Spring and Summer, 1915 / THF297907
The first iteration of “The Larkin Idea” came in 1886 with the introduction of a Combination Box. By this time, the company was offering nine different soap products. At first, the Combination Box sold for $6, but a few years later, a $10 option emerged, offering enough products to last a family the entire year. The $10 Combination Boxes quickly gained popularity as customers could receive 142 products – 100 of those being Sweet Home Soap – and a free premium worth $10. Larkin also introduced a 30-day policy in which customers had 30 days to try a product before paying for it. This gave peace of mind to customers who wanted to try a product, risk-free, and also developed trust between the company and consumer. The public embraced “The Larkin Idea” with enthusiasm, ordering nearly 91,000 Combination Boxes a year! 
Advertisement for Larkin Premiums, “A Practical Plan of Saving: The Larkin Idea Factory-to-Family Dealing,” 1906. / THF298080
By 1892, the company changed its name once more, to Larkin Soap Manufacturing Company. As the popularity of the Combination Boxes grew, Larkin sought to expand its product and premium offerings. In 1897, Larkin offered 16 products – including 14 different soaps, a cold cream, and tooth powder – and that number increased every year. This led to the company eventually dropping “soap” from its name to become the Larkin Company in 1904.
| Did You Know? |
| After leaving the Larkin Company, Elbert Hubbard would go on to found the Roycroft community of East Aurora, New York, in the mid-1890s. At the Roycroft community, hundreds of artisans came to live and work as part of an Arts and Crafts utopian community. The Arts and Crafts movement encouraged quality craftsmanship of handcrafted works of simple form as a reaction to poorly made factory produced goods. With his marketing prowess and passion, Hubbard led the Roycrofters to become one of the most successful communities of the Arts and Crafts movement in America. Explore more on the Arts and Crafts movement on our blog and in this Expert Set. |
With the success of the Combination Box and the increasing number of customers nationwide, the company introduced another facet of “The Larkin Idea,” which would prove to be invaluable: Larkin Clubs. Women across the country were encouraged to become Larkin Secretaries, and as such they would gather friends and family to purchase products together. A Club-of-Ten was encouraged to have all members buy $1 worth of products each month, and a different member of the club would receive a premium of their choice every month.
Advertisement for a Larkin Club-of-Ten in the Trade Catalog, “A Practical Plan of Saving: The Larkin Idea Factory-to-Family Dealing,” 1906. / THF298079
This Larkin Company infant swing/bed, was given to a woman by her sister, who sold Larkin products. (Gift of Ellen J. Adams) / THF174549
Women found a sense of pride in their participation in the clubs and enjoyed the social aspect of monthly meetings. At its peak, there were 90,000 Larkin Secretaries around the country. The Larkin Clubs were such a tremendous promotional force that the company stopped selling Combination Boxes in order to focus on its ever-increasing product and premium offerings. By 1905, the company began offering teas, spices, and additional foodstuffs among its products. Five years later, the company had added paints and varnishes, as well as rugs, clothing, and other textiles to its product line – along with 1,700 premiums to choose from, ranging from children’s toys to clothing to furniture. In 1915, the catalog featured 700 Larkin products spread over 33 pages, and offered 131 pages of premiums. One of the company’s advertising campaigns involved the idea that customers could furnish their entire house with Larkin products. This catalog for Larkin Wallpaper is an example of this idea in action.
Page showing a variety of Larkin products from the Trade Catalog, “The Larkin Home-Helper,” circa 1910 / THF297831
Larkin Premiums advertised in the publication, “My Larkin Clubs Earned These for Me,” circa 1912 / THF298076
Page from Larkin Company Trade Catalog, “The World’s Greatest Premium Values,” Fall and Winter 1930. The catalog from 1930 included one of the more unusual premiums Larkin offered - Hartz Mountain Canaries (guaranteed to sing) or a pair of mated Love Birds. Click here to view the 1930 catalog! / THF298067
As “The Larkin Idea” continued to gain popularity, the Larkin Company sought to bring those companies that produced the premiums under the Larkin umbrella. At its height, Larkin had over 30 subsidiary companies, and had furnished seed money to establish such businesses as the Barcolo Manufacturing Company, to produce furniture, and Buffalo Pottery to produce pottery and kitchenware. Since 1896, the company had begun expanding its manufacturing complex. This process continued through 1912, with 21 new structures built to accommodate the rapidly growing product and premiums list.
Deldare Candlestick, produced by Buffalo Pottery, 1911 / THF176916
Page from Larkin Trade Catalog, “Product and Premium List,” January 1908. The Larkin Administration Building, completed in 1906 in Buffalo, was designed by architect Frank Lloyd Wright. / THF297783
Beginning in 1905, the company established branches and warehouses – first in Cleveland, and then in Boston, Chicago, New York City, Peoria and Philadelphia. With this expansion, Larkin was able to better serve its customers across the country. Despite experiencing significant growth, by 1918 the company found it had a surplus of food products far exceeding demand. Unable to move the product fast enough through mail order or the Secretary system, Larkin created retail establishments called “Larkin Economy Stores” as a way to sell these products. By 1922, there were 103 stores in Buffalo and northwestern New York, as well as others near the additional branches.
Back cover from Larkin Company Trade Catalog, “Product and Premium List,” January 1908 / THF297811
“The Larkin Idea” had taken the company to significant heights. By the mid-1920s, however, the company was beginning to falter for a number of reasons. National chains like A&P grocery stores and Woolworth’s presented stiff competition. Automobiles made going shopping easier, causing mail-order businesses to become less popular. Perhaps the greatest influence in Larkin’s demise was World War I, which had brought many Larkin Secretaries out of their homes and into the workforce, weakening the Larkin sales structure. The crippling economy during the Great Depression also impacted the company.
Between 1924 and 1926, all of the company’s top leadership either retired or passed away, including Larkin himself. Having failed to pass along knowledge and nurture younger leadership, the company was left with little expertise, leading to the company’s gradual closing.
Cover for Larkin Company Trade Catalog, “The Larkin Plan, Factory-To-Family,” Fall & Winter, 1917-1918 / THF298101
In 1939, the decision was made to stop manufacturing soap products, and two years later the manufacture of all products and premiums ceased as well. With an abundance of remaining inventory of both products and premiums, the Larkin Company was still able to fill orders until 1962.
What had started as a small soap manufacturing company became prominent enough to hold its own despite the tremendous popularity of mass-marketers, like Sears, Roebuck and Company, and Montgomery Ward & Company. Through innovative marketing strategies and an entrepreneurial spirit, the Larkin Company experienced significant growth in a short period of time, finding its way into households across America.
Samantha Johnson is Project Curator for the William Davidson Foundation Initiative for Entrepreneurship at The Henry Ford. Special thanks to Jeanine Head Miller, Curator of Domestic Life at The Henry Ford, for sharing her knowledge and for reviewing this content.
New York, 20th century, 19th century, shopping, home life, furnishings, entrepreneurship, by Samantha Johnson
We are truly living in unprecedented times. On Friday, March 13, 2020, The Henry Ford closed its doors due to the worldwide coronavirus pandemic. We did not open them again until Thursday, July 2—and even then, only on certain days, with many new guidelines in place about masks, social distancing, and capacity, to protect our visitors and staff. None of us predicted that we would remain closed for 16 weeks—but then, there is much happening now in the world that would have been difficult to predict.
One of the many unusual things that happened over that four-month period is that the most-viewed section of our website was our Digital Collections. While our online collections typically get tens of thousands of views each month, they’ve always fallen well short of our “Visit” section—until COVID-19 shut our doors. Between mid-March and late June, visitors viewed artifacts in our Digital Collections about 285,000 times. This whetted our curiosity about what artifacts people were looking at during our closure, and why—so we decided to put a list together and take a closer look.
The Quadricycle was the third-most viewed artifact in our Digital Collections during our pandemic closure in 2020. / THF90760
Over half (58%) of the artifacts that were the most popular during our closure are also on the list of the most popular artifacts of 2019. Not surprisingly, this covers many of our national treasures and our visitors’ favorite artifacts, like the Quadricycle, the Rosa Parks Bus, the Lincoln Chair, and the Allegheny steam locomotive.
One group of artifacts that was not on last year’s list, but that was highly viewed during our closure (and since), is items related to the challenging history of race in America. Given the nationwide protests sparked by the death of George Floyd, many Americans are seeking to broaden their understanding in this area, which might explain this uptick in interest. A slave collar, a “Whites Only” drinking fountain, a Ku Klux Klan robe and hood, and an Emancipation Day photograph are all artifacts on exhibit in “With Liberty and Justice for All” in Henry Ford Museum of American Innovation illustrating this disturbing history—and all were sought out by hundreds to thousands of online visitors between mid-March and late June.
This slave collar was featured in an online article called “Why We Can’t Stop Thinking About George Floyd’s Neck.” / THF13425
Another group of items that seems pandemic-specific are documents and photographs from the World War II era. In George Washington Carver’s last agricultural bulletin, published in February 1942, he encourages Americans to consider wild plants (what many might call weeds) as an alternative to green vegetables, should the war cause shortages. In March, journalist Nicholas Kristof referenced our Willow Run expert set as an example of ramping up production in a short timeframe in a New York Times editorial about the coronavirus. Likely as a result, a B-24 Liberator bomber production flowchart and a photograph of a B-24 in flight made it into our top artifacts over this period. A “United We Win” poster speaks to both World War II and issues of race relations.
Ford Motor Company’s fast ramp-up of B-24 Liberator bomber production during World War II provides insight on the ramp-up of coronavirus testing and treatment supplies in 2020. / THF251440
The last pattern we noticed was the popularity of artifacts related to recent films, at a time when many Americans stayed at home and increased their movie watching. Three auto racing photos—including the single-most viewed item during our closure, this photograph of race car driver Ken Miles at the 1966 24 Hours of Le Mans—demonstrate the continuing popularity of Ford v Ferarri, the 2019 movie about that very race. This letter, allegedly from Clyde Barrow to Henry Ford, has been popular ever since last year, when Netflix released The Highwaymen, a movie about the race to apprehend Bonnie and Clyde. During our closure, it was the fifth-most viewed artifact in our online collections.
This portrait of Ken Miles at the 24 Hours of Le Mans Race in 1966 was the most-viewed artifact from our Digital Collections during our closure. / LeMans06-66_441
It’s interesting to see patterns in views of our digital artifacts that map so closely to what has been going on in the world. To see if you can find any additional patterns we missed, check out the entire list of the most-viewed digitized artifacts during our COVID-19 closure here. And check out our Digital Collections for yourself—you might just find something there of value to you during these strange times.
Ellice Engdahl is Digital Collections & Content Manager at The Henry Ford.
2020s, 21st century, movies, digital collections, COVID 19 impact, by Ellice Engdahl, African American history
