ADVERTISING THE INDUSTRY – The 1950s
One of the early challenges of the portable sanitation industry was to introduce this new technology to the general public. What are these products and why are they needed? Advertising was critical in these early days.
After World War II came to an end, the idea of portable sanitation was carried back to local communities in California. The housing boom began with the soldiers returning from war and portable restrooms were slowly being seen on jobsites. By the 1950s, California was the hub of this industry and advertising portable restroom rental and service had begun.
Here are some examples of advertising in the 1950s …
THE NAMES OF OUR INDUSTRY’S PRODUCTS WERE DIFFERENT FROM TODAY
In the late 1940s and 1950s, the terms “portable toilet” and “port-a-john” denoted entirely different products than they do today. “Portable toilets” were just that – products that could be carried in vehicles or stored in remote areas that could be set up and used when needed. The waste bags would be disposed of and new bags would be available for future usage.
Amazingly, these products were extremely popular thanks to the growing popularity of the automobile and camping! Estimates are that in 1915, some 300,000 Americans traveled on camping trips. By 1930, that number had increased to 3,000,000 per year as the middle class began to “hit the road” and explore our country. After World War II, this boom continued as there were now excess military supplies such as tents and portable toilets available for use in the great outdoors!
The ad on the left is from 1955 and “portable toilets” still denoted these types of products. The “Port-A-John” on the right is also from this same time period.
Our products were identified as “PORTABLE CHEMICAL TOILETS” due to the fact that water and deodorizer remained in the units for repeated use. The “chemical” at that time was usually either a common deodorizer product such as “Pine-Sol” or “Lysol,” or a formaldehyde-based product. The deodorizer industry as we know it today did not begin until the 1960s.
ORANGE COUNTY, CALIFORNIA YELLOW PAGES - 1955
Several companies have ads for “Portable Chemical Toilets” in this edition of the Yellow Pages. At this time, the Yellow Pages were the predominant advertising medium to reach the general public. These operators shown below chose to invest in ads as opposed to being merely listed in the directory. Notice that these ads are found in the “C” Section for “Chemical.”
This ad for Orange Empire has a drawing to familiarize the reader with the size of the unit.
Suggested uses are given to entice different types of customers.
“Locally owned and operated” emphasizes that this is a community-based endeavor.
Service is highlighted with the wonderful amazing phrase:
“Our Boxes are SERVICED & We Mean SERVICED.”
F & J Sanitation also emphasizes service and the local connection of their company.
“Our Service Conforms Strictly to State Health Laws” infers cleanliness and a high standard of service.
“Licensed & Insured” also conveys professionalism.
Calstate Chemical Toilet has an attention-getting claim:
“From 1 to 1000 – Anywhere in California”
That is a lot of units especially at that time and California is a huge state.
“One of the Oldest Chemical Companies in Orange County” infers stability and a proven track record.
M & M Portable Chemical Toilets illustrates the product and suggests uses for construction and special events – carnivals and fairs.
The Cocoa Tribune (Cocoa, Florida) – September 30, 1955
Atlantic Sanitation emphasizes the long-established septic and drain field industries and their “state-approved” work.
“We also have portable chemical toilets for rental and service to contractors” is important to this growing community.
This area covers Cape Canaveral which was under construction from July 1950 through November 1953. Atlantic Sanitation would have played a role in this large construction project.
San Luis Obispo County Telegram (California) – October 11, 1957
Public Sanitary Company publicizes many health and safety facts concerning portable chemical toilets:
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“Approved by the State Board of Health”
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“One building will accommodate 15 to 30 persons, depending upon hours used in the day. 30 men will average 60 uses daily.”
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“Toilets located conveniently and near the job site will save 2 minutes each time used … 180 minutes or 3 man hours per day.”
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“Building is washed, disinfected and has tank pumped every other day if desired.”
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“Building is ‘fly tight’ with four feet of ventilation.”
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“Tank is enclosed in the building.”
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“Seatcovers, toilet tissue, deodor blocks.”
This is one of the most educational ads that have been discovered thus far.
Sand Springs Ledger (Sand Springs, Oklahoma) – September 5, 1957
This ad demonstrates the fact that our industry was growing throughout the country by the late 1950s. In addition to the high-growth areas of California, New York, Texas, and Florida, the Midwest, the Central Plains, and the Northeast were spawning new companies.
Austin American-Statesman (Austin, Texas) – March 14, 1959
Jiffy Tool Company featured this ad throughout 1959. As with the previous illustrations, this operator displayed the unit and suggested uses – including “rodeos” of course, this was in Texas!
The service frequency offered “day, week, or month.” Hopefully most customers opted for either “day” or “week.”
Jiffy more than likely chose to saturate the market with ads as Austin had begun a campaign in 1958 entitled “Locate Your Plant in Austin.” They were targeting the electronics industry in particular. By 1962, both IBM and Texas Instruments had located plants in the area and in later years Apple and Tesla were to locate there as well..
FINAL THOUGHTS
Advertising was crucial in growing our industry. Most of the population was either unaware or unsure of our product and our service. Local newspapers and Yellow Pages were the avenues to reach the multitudes. These early ads had to educate and initiate the need for “portable chemical toilets.” This advertising worked as our industry began to grow and eventually, these handmade wooden units as shown above gave way to mass-produced fiberglass and then the polyethylene plastic units that we offer today.