One cannot just make up some of these fascinating Holyoke business stories. Today's installment involves a company that existed for 100 years, starting in New York, moving to Easthampton, then to Holyoke for 27 years, and ending up on the Blackfeet Native American Reservation in Browning, Montana. This is the story of the Advertising Corporation of America.
Organized in 1891 and initially named (William) Tager & (Barnett) Epstein until 1924, the Advertising Company of America moved to Easthampton in July 1932. The mill was located below the Manhan River dam in the former Williston Mills factory building, later occupied by the West Boylston Mills.
The company was formed to manufacture and sell advertising products and novelties made of paper, wood, rubber, and cloth. It also operated as Reminder Advertising, an agency serving companies that desired national advertising.
In 1959, after successful negotiations with Holyoke Mayor Samuel Resnic, the plant moved from Easthampton to Bigelow Street into space previously owned by the former Farr Alpaca Company. The company employed 300 and would now occupy 100,000 square feet of space.
In 1968, the company was awarded the Holyoke "Industry on Parade" certificate in recognition of its contribution to Holyoke industry. At the time, the company employed over 200 and had a one-million-dollar payroll. Some of the company's products were featured in the Holyoke City Hall Display Window. Items included were date books, diaries, billfolds, key cases, and wallets, produced in genuine or imitation leather, all manufactured for clients to promote their businesses.
In 1970, the company was forced to move, as a fire in another company's leased space caused extensive damage. With the assistance of city officials, the company secured suitable space in the former Whiting Paper Company Mill building owned by William E. Aubin.
Advertising Corp. of America would occupy 90,000 square feet on one and a half floors of the building.
In July 1983, Company workers went on strike over money and benefits. The two sides quickly negotiated an agreement, and work resumed within the same month.
In July 1986, 110 employees went on strike protesting benefits cuts. Although offered an increase in hourly pay, this would be more than offset by the increased monthly contribution to health insurance premiums. This strike was not easily settled. Negotiations broke off between labor and management.
The company advertised for replacement workers, noting in its ads that a labor dispute was in progress. Various customers boycotted the firm's products. The strike continued into 1987.
In August 1987, seventeen months into the strike, the company was sold to the Blackfeet Native American tribe in Montana. The new employer, which produced pens and pencils, brought in replacement workers. The purchase was financed with a $2 million loan from the federal Bureau of Indian Affairs.
In February 1988, the owners announced the company would relocate to Montana. Striking workers initiated a suit in federal court to protect their $462 thousand pension and severance rights. The new owners indicated that the tribe's sovereign nation status granted protection from paying these benefits.
The Bureau of Indian Affairs loaned the Blackfeet tribe $462 thousand, which was kept in escrow until a settlement on the pension issue could be reached. This enabled the company to proceed with its planned move. In early March 1988, the Holyoke plant was shut down, and equipment was loaded on trucks en route to the reservation in Montana.
The business continued in Montana until March 1991, when the company failed under the weight of outstanding debt. A public auction of the corporate assets took place in 1992.
Citations:
Newspapers.com (paid subscription): Citations: Holyoke (Massachusetts) Transcript & Transcript-Telegram; Great Falls (Montana) Tribune; publication dates and pages are shown.
Photo taken on August 24, 2018
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