11 April 1876: "Fine Wines, Whiskies and Brandies, for Medicinal Purposes."

On this day in 1876, this ad ran at the top of the Southern Banner's back page:

 

The  business was owned and operated by Dr. Henry "Hal" Carlton Billups, Dr. H. R. J. Long, and Dr. Crawford W. Long, the discoverer of anesthesia.

The Longs were brothers who had established their first practice in Athens in 1851. After serving as surgeons for the Confederacy during the war, the three doctors returned to Athens and, once re-establishing their lines of credit with northern pharmaceutical companies, returned to practicing both medicine and pharmacy for the local population in 1866. In 1870, Dr. Crawford's son, Dr. Edward C. Crawford, joined the practice.

Dr. Crawford Long kept a medical office at the pharmacy, as well as being active managing the retail side of the business. He would typically stop at the store prior to his morning rounds, visiting his patients in their homes. As a retail manager, he expected the staff to exhibit "promptness, neatness, and systematic observances." In the 1870s, the partners added a soda fountain to the business to attract the patronage of college students.

Much like the modern drugstore, non-medical items were available at Longs & Billups: hygienic items such as brushes and soaps, some sweets, and household goods such as paint and varnishes that would now be found in home improvement stores. 

The alcohol sold as medicine was common at the time; often the processes for creating an alcoholic beverage would destroy any bacteria, and it became somewhat associated with health. Most patent medicines had approximately 20% alcohol content, but frequently would also contain opiates such as cocaine or heroin. Plain whiskey or brandy was, in such instances, a more gentle medicine.

In 1877, Dr. Billups left the practice, and the business changed its name to C. W. & E. C. Long. Dr. Crawford Long died in June, 1878.  The firm name then changed to E. C. Long & Co., and by 1880, was doing most of its business in retail and wholesale building supplies for a booming economy.

Learn More:

• Southern Banner, Jun. 1875 - Oct. 1877 on Microfilm in the Heritage collection.
• Athens Banner, 28 September 1880, p. 3, col. 1, in the Athens Historic Newspaper collection in the Digital Library of Georgia.
• Dr. Crawford W. Long: The Distinguished Physician-Pharmacist by Jos. Jacobs in the Heritage collection.
• Prelude to Fame: Crawford Long's Discovery of Anaesthesia by Ruby L. Radford in the Heritage and juvenile biography collections.
• Oconee Hill Cemetery, Athens, Georgia, Volume I by Charlotte Thomas Marshall in the Heritage and general collections.
• Annals of Athens, 1801-1901 by Augustus Longstreet Hull in the Heritage collection.
• Athens: A Pictorial History, 1801-2001 by James K. Reap in the Heritage and general collections.
• Crawford W. Long: Proceedings in Statuary Hall of the United States Capital Upon the Unveiling and Presentation of the Statue of Crawford W. Long in the Heritage and general collections.
• "We Have Conquered Pain:" The Discovery of Anesthesia by Dennis G. Fradin the Heritage and general collections.
• The First Anesthetic: The Story of Crawford Long by Frank Kells Boland in the Heritage and biography collections.
• Frontier Medicine: From the Atlantic to the Pacific, 1492-1941 by David Dary in the general collection.
• Timetables of Medicine by Gill Davies in the general collection.
• Western Medicine: An Illustrated History by Irvine Loudon in the general collection.

30 March 1909: Bludwine Flows to the Pacific

On this day in 1909, the Athens Banner ran the following story:

 

Bludwine was the 1894 creation of Henry Claude Anderson of Oconee County and "a chemist friend" who developed the formula for a cherry-flavored drink that would be considered a healthy "food drink." Anderson originally wanted to call the product "G.D." for "good digestion," but settled on "Bludwine" and focused advertising on the drink's use as a blood tonic and digestive. The drink was "made principally from wheat, oats, lemons, oranges, ginger, peppermint, and grapes," and used the slogan "For Your Health's Sake." 

Anderson was active in the temperance and prohibition movements at the time, and wanted to produce "a non-alcoholic food drink with enough 'ginger' to make it invigorating, and with a pungency and flavor that would tempt the tippler and the toper to leave their toddy in perference for a drink that was more delicious and more wholesome." However, after prohibition was enacted in Georgia in 1908, finding whiskey-laced Bludwine in the glasses of public drunks was not an unusual circumstance.

At the time of this story about contracts in Hawaii, the company was still privately held. The following year, Anderson would incorporate with capital stock of $100,000, equal to $2,330,000 in today's dollars. By 1917, Anderson had 100 bottling plants in 26 states. After the Pure Food and Drug Act of 1906 was passed, health claims could not be made without proof on labels. The company had to change its name to "Budwine" to remove reference to "blood." Its slogan changed to "Makes You Glad You're Thirsty," to remove health claims.

In 1929, the Anderson family sold the company to Joseph Costa, a member of the family behind Costa's ice cream parlor, an Athens institution since 1908. Business continued to dwindle, and by 1969, Budwine was only available locally in Athens. The company officially closed in the 1980s.

Learn More:

• Athens Banner, January - December 1909 on Microfilm in the Heritage collection.
• Athens: A Pictorial History, 1801-2001 by James K. Reap in the Heritage and general collections.
• A Standard History of Georgia and Georgians by Lucian Lamar Knight in the Heritage collection. 
• 1909 Athens City Directory in the Heritage collection.
• Alcohol and the Southern Church: A Survey of Propaganda by Judy Alves Bisplinghoff in the Heritage collection.
• Battling Demon Rum: The Struggle for a Dry America, 1800-1933 by Thomas R. Pegram in the general collection.
• Prohibition: Thirteen Years that Changed America by Edward Behr in the general collection.
• Last Call: The Rise and Fall of Prohibition by Daniel Okrent in the general collection.
• Soda Science: Designing and Testing Soft Drinks by Bernie Zubrowski in the children's collection.
• The Big Book of Juices and Smoothies: 365 National Blends for Health and Vitality Every Day by Natalie Savona in the general collection.
• In Great Taste: Fresh, Simple Recipes for Eating and Living Well by Evelyn H. Lauder in the general collection.
• Measuring Worth website. 
• A Standard History of Georgia and Georgians by Lucian Lamar Knight in Google Books.

25 October 1916: Ideal Wholesale Location for Rent

On this day in 1916, J.J. Fowler ran the following ad in the Athens Daily Herald, page 5, cols. 4-7:

Most advertisements and news stories from this time period relied on illustrations, but the location of the store along the tracks was a selling point worth seeing in a photograph.

Learn More:

• Athens Daily Herald, Jun. 1916 - Dec. 1916 on Microfilm in the Heritage collection.
• America Enters the World: A People's History of the Progressive Era and World War I by Page Smith in the general collection.
• The Routes of Man: How Roads Are Changing the World and Way Live Today by Ted Conover in the general collection.
• Roads Through the Ages by Philip Steele in the children's collection.
• Getting There: The Epic Struggle Between Road and Rail in the American Century by Stephen B. Goddard in the general collection.
• The Iron Horse: How Railroads Changed America by Richard Wormser in the children's collection.
• Station to Station by Steven Parissien in the general collection.
• Seaboard Air Line Railway: Steam Boats, Locomotives, and History by Richard E. Prince in the Heritage collection.
• From a Railway Carriage by Robert Louis Stevenson in the children's collection.

27 July 1882: Michael Brothers Open for Business

On this day in 1882, Simon and Moses G. Michael went into the dry goods business as Michael Brothers. Simon was 23 and M. G. was 20. Their store was on the corner of Jackson and Broad Streets, taking half a floor of a two-story wooden building that also housed the city jail and police court.

Within three years, their business grew large enough that they needed the whole building, so the police court and jail moved. They added wholesale to their retail business, and hired traveling salesmen to visit stores in smaller towns in the region. Five years later they built a larger, three-story brick building on the site, staying open during construction by renting sales space in the Athens Hardware building.

In 1893, they moved to the corner of Jackson and Clayton Streets. They had razed the two-story wooden laundry building on the lot to erect a five-story stone building that took up one-third of the block along Clayton Street. The first two floors were dedicated to department-store style retail, and the rest of the building used for wholesale goods. They shared the block between Jackson and Wall Streets with the Athens post office. The new building featured gas lighting and an hydraulic elevator.

When the post office moved in 1905, the Michael Brothers bought the lot and built another two-story building, taking up another third of the block facing Clayton Street. They moved their retail business to the smaller building so they could devote all five stories of the 1893 building to their wholesale business. Their slogan was "Michael Brothers: Since 1882, the Store Good Goods Made Popular."

In 1921, a fire began in the Max Joseph building at the corner of Clayton and Wall Streets. Also present in that building was automobile retailer Denny Motor Company, which had drums of petroleum stored on the first floor. Within 45 minutes, the fire had consumed the Joseph building and both Michael Brothers establishments, even melting coins held in the safe. The brothers noted after the fire that "The commercial monument which we have striven through thirty-nine years to erect was licked up in almost thirty-nine minutes by the cruel tongue of fire and flame."

Total losses to downtown businesses was estimated at $2 million, with at least half borne by Simon and M.G Michael. They announced immediately that they would rebuild, and that they needed more space anyway. Never ones to let construction interfere with the business, they set up temporary offices at the Georgian Hotel within a week of the fire, announcing their location in newspaper ads that noted, "We have lost our store buildings and our stock of merchandise--we are deeply thankful that we have not lost a single friend." They also promised that "The Michael method of merchandising will be maintained in every respect."

The new building opened in summer of 1922. It was Athens' first building with overhead sprinklers. It also featured a classic design with giant, electrically illuminated display windows and walnut paneling on the walls, showcases, counters, and back storage units. Men's furnishings were to the immediate left of the front door, with stationery and books in the section behind; women's cosmetics, jewelry, and accessories were to the immediate right of the door. The building also featured large ceiling and wall fans to keep the air circulating and cool.

Each brother focused on a different area of the business. Simon ran the wholesale side, managing sales to other stores of ready-to-wear clothing, sewing items, accessories, and home furnishings. M. G. ran the public department store with sales of clothing, furs, millinery, costume jewelry, sewing supplies and notions, books, stationery, linens, glassware, lamps, rugs, drapes, toys, and small appliances. Their tailoring department employed in-house seamstresses who could alter or create clothing for customers, and do customized upholstery and other items for the home. Certain departments, such as women's shoes, leased space to outside companies. By the 1930s, the Mezzanine level added a hairdressing department. Every July, they had a store-wide anniversary sale.

Many employees of the Michael Brothers stayed with the organization for their entire careers. They found Simon and M.G. to be "fair, honest, and concerned about employees individually, as people with their own lives to lead." They treated all their customers with respect and kindness, allowing them to add to their unpaid account balances during the lean years of the boll weevil and the Depression, even as Georgia's economic decline brought the end to their wholesale business.

Both brothers were involved in Athens' civic life and were strong advocates for the city. Simon was a member of the City Bond Commission, and M.G. spent many years on the Board of Education, served as president of the Athens Chamber of Commerce, and helped organize Athens Lodge 790 of the Benevolent and Protective Order of the Elks. Both families were active members of the Congregation Children of Israel and the Red Cross. They also had other business interests in Athens, purchasing and running the Colonial Theatre, owning other commercial real estate in town, and Simon served as Director of the National Bank of Athens.

During WWII, the third floor of the department store was converted for housing cadets from the U. S. Navy pre-flight base and soldiers brought to town for the signal training corp by installing bathrooms with showers. Michael Brothers Department Store also acted as a blood bank, hosted meetings and collection drives, and promoted War Bonds.

Sons of the original owners took over the business in 1942, but the third generation of Michaels were not interested in retail. The business was sold to Davison's in April, 1953. The 1921 building now houses private offices, Doc Chey's Noodle House, Mellow Mushroom pizza, the UGA Graduate School, and a mezzanine level event space.

Learn More:

• A Postcard History of Athens, Georgia by Gary L. Doster in the Heritage and general collections.
• Oconee Hill Cemetery, Athens, Georgia, Volume I by Charlotte Thomas Marshall in the Heritage and general collections.
• A Store's Story: Michael Brothers Inc. of Athens, Georgia by Leroy Michael, Jr., soon to be in the Heritage collection.
• Athens: A Pictorial History by James K. Reap in the Heritage and general collections.
• A Portrait of Athens and Clarke County by Frances Taliaferro Thomas in the Heritage and general collections.
• July issues of the Southern Banner, Clarke County Courier, Athens Daily Herald, Athens Banner-Watchman, Athens Daily Banner, Athens Weekly Banner, or Athens Banner-Herald between 1883 and 1953 on Microfilm in the Heritage collection.
• A History of the Department Store by John William Ferry in the general collection.
• Start and Run a Profitable Retail Business: A Step-by-Step Business Plan by Michael M. Coltman in the general collection.
• Entrepreneur Magazine's How to Start a Wholesale Distribution Business: A Step-by-Step Guide to Success by Bridget McCrea in the Business Reference collection.
• Michael Brothers building website.
• Fire Destroys Downtown Businesses blog post.