ADVERTISING THE INDUSTRY – The 1970s

While advertising in the 1950s introduced the new “portable chemical toilet” to the US, advertising in the 1960s took advantage of the growth in construction and special events. In the 1970s, “growth” was everywhere in our country. Consider these facts:

• At the birth of our industry around 1945, the US population was 140 million. In 1975, the population had grown to 216 million – a 54% increase.

• In the 1940s, some 4.79 million new homes were built. In the 1970s, new home construction totaled 12.37 million – a 158% increase.

• As referenced in previous “Industry Artifacts,” an incredible total of 47 skyscrapers (buildings over 500 feet) were built in the 1960s. In the 1970s, this total jumped to 67.

• As a result of the famous “Woodstock Music and Art Fair” in 1969 (also featured in a previous “Artifacts”), outdoor music festivals, concerts, and other large special events became commonplace in the 1970s.

• Environmental awareness and demonstrations in the 1960s led to the following governmental actions in the early 1970s:

  • The Environmental Protection Agency (EPA) was created in 1970.

  • The Occupational Safety and Health Administration (OSHA) was created in 1971.

  • The Clean Water Act which regulates water pollution, water quality and wastewater treatment was passed in 1972.

Our industry was now firmly established. With continued growth in both the construction and special event markets as well as new government regulation beginning introduced, was an organization needed to represent, to educate, and to promote portable restroom companies? Some 34 portable restroom operators and suppliers thought so and in 1971 the Portable Sanitation Association was formed!

Here are some examples of advertising for companies and for the PSA in the 1970s …

READING, PENNSYLVANIA YELLOW PAGES – June 1974

Yellow Pages were at their peak in the 1970s in terms of popularity and nationwide distribution. Here is the 1974 listing for 3 portable restroom operators in Reading, Pennsylvania (located in southern Pennsylvania about 60 miles from Philadelphia). Notice that as opposed to the early days of advertising in the 1950s where our product was listed under “Chemical – Portable Toilet,” the identification is now “Toilets - Portable.”

• EDWARD ARMSTRONG & SONS offer rental by the day, week or month, which provides flexibility to the customer.

• Another multi-generational family company, CF HECKMAN & SON, advertise “fiberglass portable toilet rentals.”

• JOB JOHNNY refers to “chemical toilets” in their advertisement. Job Johnny was an early manufacturer of wooden units in the 1960s. (If anyone has any additional information about this company during this time, please share your knowledge.) Later owner in the mid-1980s, Joe Yannuzzi, served as PSAI President in 1987-88 and was later elected Mayor of Hazelton, PA from 2010-2105.

• PORT-O-LET is listed as a “Franchised Distributor” in this area of Pennsylvania. At the time of this listing (1973), PORT-O-LET has 71 franchises located in 21 states and Puerto Rico. Founded by Leroy Egar in Florida in 1961, the company was purchased by Waste Management Industries in 1987.

ATLANTA, GEORGIA YELLOW PAGES – December 1977 

These 2 ads are both for Charter Members of the PSAI in 1971!

Cobb Porta-John, Inc features fiberglass units and they state that “we serve a 50-mile radius of Atlanta.” This is quite a large service area but with fewer competitors in the 1970s, most operators did indeed have larger areas to cover. The company also rents:

• Portable Buildings

• Portable Holding Tanks

• Construction Trailers

• Office Trailers

Their strategy was to provide complete service to the job site. Holding tanks became more popular during this time as they were a necessity for job site trailers.

Jiffie Jonnie also offers trailers in addition to their fiberglass “chemical toilets.” The “trailer waste tank” appears to be another name for a holding tank. The drawings of their product line educate potential customers.

Owner, Frank Phillips, was a Charter PSAI Board Member serving as Treasurer.

FLAGSTAFF, ARIZONA YELLOW PAGES - 1978

A-Aaron’s Septic Service & Scotty’s Pottys used an “old trick” when advertising in the Yellow Pages. All listings were alphabetical so listing the septic tank service before the name of the portable restroom company gave them the first listing. Their publicizing of their “SANITARY SPACE AGE PLASTIC UNITS” shows that they have moved away from our industry’s “second generation fiberglass units” (“first generation” was of course, handmade wooden units).

Dapper Dan with a tag line of “WE PROVIDE A PLACE FOR YOU TO GO,” refers to their units as “Portable Chemical Toilets.” They list their owners’ names to add to the local feel of the company.

Both of these ads were half-page and occupied the entire page of this section of the Yellow Pages.

PSA – NEWS AND VIEWS – February 1972 – Volume 2, Issue 2

That new association founded in 1971, the Portable Sanitation Association, wasted no time in developing a logo to advertise themselves. Here is a description of the logo from Charter Board Member and Satellite Industries founder, Al Hilde:

“DEEP CONCERN OF THE ASSOCIATION FOR THE PRESERVATION AND PROTECTION OF THE ENVIRONMENT”

“CONTRIBUTION OF THE PORTABLE SANITATION INDUSTRY TO A CLEAN AND UNPOLLUTED ENVIRONMENT” 

These are powerful phrases that demonstrate the goals and commitment of this new association.

The colors of logo and their significance do an excellent job in highlighting the objectives of the PSA. “THE GREEN EARTH BELOW AND THE BLUE SKY ABOVE.”

Consider these poignant thoughts the next time that you look at our logo!

FINAL THOUGHTS

The 1970s were a decade of growth for our country and for our industry. Advertising for our industry ensured 25 years after its inception, portable sanitation was becoming much more commonly accepted on jobsites, at events, and by the general public. The founding of the PSAI in 1971 came at the perfect time to assist with new governmental environmental legislation and to establish the association as representative for the industry. In Europe the portable sanitation industry began as PSAI member (and future PSAI President) Fred Edwards founded Port-San-Ser (Dixi) in Germany in 1973. By the end of the decade, polyethylene units were becoming commonplace, PSAI Membership was growing, and the future was bright.

For even more interesting facts on the history of our Industry and of our Association, click on the link below and order your History Book today. All proceeds benefit the PSAI Scholarship Program.