The 1920s were economic boom years in the United States and California.
Economic growth was fueled by the general post–World War I recovery and oil discoveries in Los Angeles and, most notably, the automobile’s widespread introduction.
Oakland expanded during the 1920s, flexing enough to meet the influx of factory workers.
Oakland TribuneJuly 22, 1922
Between 1921 and 1924, 13,000 new homes were built in Oakland, more than 1907-1920.
Many of the large downtown office buildings, apartments, and single-family houses still standing were built during the 1920s, reflecting the architectural styles of the time.
Moraga Road District
Oakland Tribune Nov 2, 1919
After running a contest in Oakland Tribune in 1919, Montclair was the name given to the new area. You can read more about that here: Sunalta or Montclair?
Montclair Opens
1920
They sold $460,000 worth of property in Montclair during the first year.
Her First Birthday
Oakland Tribune October 1921
Where is Montclair?
The Montclair of the 1920’s – Oakland Tribune
Today, Montclair covers a much larger area. It includes the neighborhoods (or tracts) of Pinehaven, Merriewood, Fernwood, Glenwood Glade, Forest Park, Montclair Highlands, and Piedmont Pines.
During the first years of the 1920s, much money and effort went into selling property in Oakland, whether through free houses or lot giveaways or providing car service to the sites from downtown (just 15 minutes away). The Realty Syndicate even provided buses ( see The First Bus lines in Oakland ).
I thought I would show you some clever ads from the Oakland Tribune and the San Francisco Chronicle. In the months leading up to the day Montclair went on sale, they ran small teaser-type ads all through the paper.
Before “The Montclarion” newspaper rolled off the presses in 1944, there were two earlier editions. The Montclair Garden Club published a newsletter called the Montclair Clarion in the early 1930s and then the Montclarion.
Montclarion – Thanks to Chris Treadway
Montclair Clarion
In January of 1935, a small booklet of community news and poetry appeared in mailboxes in the Merriewood area. The Merriewood-Pinewood Improvement Club sponsored it.
The Montclair Clarion was distributed free of charge. It included poetry, stories, community activities, advertisements, and a recipe for Pumpkin Chiffon Pie.
The cover was a pen-and-ink sketch by Schuler of two pines, grass, and a view of the hills beyond. The sketch tool had slight variations, reflecting the seasons.
Montclarion 1992
Margery Lane Schuler, who lived at 5646 Merriewood Drive, was the editor. Schuler was also the advertising manager, copyreader, publisher, and art director.
In her first editorial, Schuler wrote that she hopes the Montclair Clarion will “have a great many people become more aware of the beauty of the district of the district and promote a desire for our living amongst the trees and nature, living close to God, thereby establishing us to live richer fuller lives.
” We want them to see our sunset, to breathe our pines; and everyone should hear our birds sing in the morning, they like it too, out here.”
Some news from the Clarion
Mrs. Emerson’s garden party with an entrance charge of 50 cents.
The Women’s club was booked solid.
Realtor Ione Jones had a pine lot available for $1,500.
Montclair Realty at 6466 Moraga announced the permit for the Hamilton Market.
New street sign at the blind corner of Merriewood and Sherwood Drives.
The cover of the April 1935 edition boasted a circulation of 1000, and by September 1935, the little book was less than ten pages.
Montclair Clarion Feb-Mar 1935 –Thanks Chris Treadway
In 1940, the first issue of the Monclairion, still a typed, mimeographed newsletter, appeared. Promising its readers, “a personal newssheet will keep you informed on the interesting and important events in your community.
July 13, 1940 –Thanks Chris Treadway
The area’s monthly news source was published by the Montclair Townsite Association, “of, by and for the people of Montclair from Piedmont to Skyline.” The yearly subscription price is $1.00.
Thanks, Chris Treadway
The editor, realtor Beatrice Pause of The Montclair Realty Co., had a staff of three nurserymen: Elmer Warren, local resident Damond Woodlee, whose forte was “scandal,” and her sister Pierette DeVincenzi.
Vol 2 No 54 July 1941
A popular and controversial column, “Well What Do You Know” by Yehudi, reported the goings-on of hill residents and merchants. “Yehudi” kept things stirred up by tattling on everyone, even himself.
“What local golf wizard took what local scribe’s pants at what club?” began a column in July 1940. “Little did he suspect this local scribe had shed his longies.” (and editors’ note read: Yehudi to be released from local klink Monday)
Vol 2 Oct 1941 Thanks, Chris Treadway
Five months after that first issue appeared, The Montclarion became a weekly, six to eight-page publication that included the “important events of the community” gossip, meetings, gardening and cooking tips, new neighbors, and help-wanted columns.
Four months later, the paper was delivered by carriers every Friday to 2,150 homes.
Advertisements on the letter-size news sheet reflected the hill area growth.
Charles Huenneke had taken over the Montclair Pharmacy at the corner of Moraga and La Salle.
Gil’s Market opened at 6120 La Salle.
Edward’s Cleaners and Hatters opened.
Thanks, Chris Treadway
The following year, four days after the bombing of Pearl Harbor, urged residents to enroll in civilian defense classes.
Vol. 3 No 1 Jan 1942 – Thanks Chris Treadway
But despite its popularity—2000 papers every week—the Montclarion died quietly sometime in 1942, a victim of wartime shortages and rising production costs.
For nearly two years, the Montclarion was nothing more than a copyrighted title.
The Montclarion
Fred and Micky Graeser bought the title for $100.00, rented printing equipment, and set up shop in their home on Sobrante Road. They sold the paper in 1977.
Montclarion
The first issue was on October 27, 1944, and started as a four-page semi-tabloid whose pages varied in size.
Over the years, The Montclarion moved their offices at least eight times.
Montclarion
Various Issues
Monntclarion June 1949 – Thanks to Chris Treadway
Montclarion March 1952 Thanks, Chris Treadway
MontclarionAugust 1953Montclarion Nov 17, 1955Montclarion May 1957Montclarion April 1957Montclarion 1962
Postcards have been an essential tool in advertising the city of Oakland for a long time. I have collected postcards from Oakland for years. I recently found a small advertisement published in the Oakland Tribune reminding people that “Postcard Day” was coming up, which piqued my interest.
Reminder AD Oakland Tribune 1910
I tried to find the exact postcards, but I didn’t have much luck, except for one or two. I have shared what I think might be them. If I get lucky and find them, I will update this.
Here is what I found.
OAKLAND IN PICTURES
In 1905, W.J. Laymance of the Laymance Real Estate Company suggested a unique way of advertising Oakland in which every citizen, even the humblest, could participate. They could send illuminated postal cards of this city to friends in other sections of the county, thus calling attention to its beauty and resources.
Some of the cards’ subjects were the Oakland Waterfront, Residence District, Lake Merritt, Court House, Club House, Piedmont Springs, Among the Flowers, Piedmont Park, East from Fourteenth and Franklin Streets, North from San Pablo and Fourteenth Streets, University of California, Injured Football Player, and the Greek Theater.
There were about 20 illuminated postal cards illustrating the beauties of the city. They sold the cards at two for five cents and ten for twenty-five cents. The postal cards were sold at drug and stationery stores. They hoped 10,000 people in Oakland would participate.
Oakland’s PostCard Day 1910
Oakland Tribune 1910
February 12, 1910, was designated “Oakland’s Post Card Day.”
The Oakland Chamber of Commerce undertook an extensive publicity campaign. Every man and woman in Oakland and most of the children were expected to send one or more cards advertising the city.
The card was a double booster card with a decorative scheme of dark green and orange on both cards, but the views of Oakland will be different.
Postcard Day 1910
The recipient was to retain the first half of the double card. The second half, which was detachable, was to be sent to the Chamber of Commerce requesting a brochure.
Return Card – circa 1910
Postcard Day – 1910
Picturesque residences on the shore of Lake Merritt, seen through the overhanging branches of beautiful old oak, the orange in the glowing sunset was a striking contrast to the tree’s deep green.
Postcard Day 1910
Oakland Tribune Feb 13, 1910
Postcard Day 1912
1912
Views of Oakland and other cities furnished by Southern Pacific.
Piedmont Park – A Beauty SpotIn Oakland On line of Southern Pacific
back side Piedmont Park – A Beauty Spot On line of Southern Pacific
Postcard Day 1913
Southern Pacific plans to help advertise Oakland with postcards to be mailed by the citizens of Oakland.
