Now is the time!

The October 11 1932 edition of the Toronto Daily Star featured a two-part advertising approach that I hadn’t seen before.

The first part was a bit of filler that appeared on an early page of the paper, and superficially looked like any other bit of filler:


I assume that the Daily Star was required by law to put the little “(Advt.)” at the end.

When you turned to page 7, you got the full advertisement:


McBride’s Garage existed at this location until the late 1940s, and then became McBride Motors and moved across the street to 142 Pears Avenue, where they existed until at least 1969 (which is when the Toronto online city directories run out). Both sides of Pears Avenue at this location are now condominiums or are about to become them.

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