Remembrances of a Juvenile Bookworm: Old Street Directories I have had the Pleasure of … (Part 2)

Commerce & Business, Heritage & Conservation, Local history, Media & Communications, Memorabilia, Social History

I remember getting my first street directory as if it was 55 years ago – which it was! It was a Gregory’s of course, it was 1963 and UBD hadn’t quite yet entered the road map reproduction game (they brought out their first street directory the following year!) I had just starting playing soccer (the St George and Southern Sydney’s A-League – Ankle-biters League!) and my parents bought it to get me to season games in tricky-to-find and awkward-to-get-to places across Sydney.

Soccer aside, the Gregory’s spent more time in my bedroom than it did in the glovebox of my father’s VW. I loved perusing its contents, examining the colourful maps, sometimes in piecemeal fashion, other times randomly, learning about all the different parts of Sydney that in most cases I never knew existed let alone had been to! I discovered all sorts of faraway places (to a 10-y-o!) with exotic, magical-sounding names like Avalon, Burraneer, Oyster Bay, Picnic Point and Chipping Norton.

The 1960s Sydney motorist’s Vade mecum

I used to spend long hours during my childhood pouring over the maps of Sydney, preparing me for the future career as a taxi driver that I never had (phew!)…instead I learned lots of useless stuff like the fact that there were two separate bushland places called Warrimo. The name is well-known to many as the small town in the Blue Mountains, but my 1963 Gregory’s showed me that it was then also a suburb adjoining St Ives. Later it was renamed St Ives Chase but Warrimo Oval and Warrimo Avenue in the suburb are reminders of its association.

I got a lot of mileage out of that vintage 1963 Sydney street directory, and continued to do so even after I brought a new Gregory’s when I got my driver’s licence and my first car in the early seventies.

Footnote: Not sure what my father did for road directions before the 1963 Gregory’s came into our family’s life. He certainly had cars before then, at one time I recall he had a crank-start relic of an Austin! Maybe he had one of those fold-out maps that in my hands often end up in a tangled mess.

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WAD: the ante-(now)dated street directory
I got my second street directory around the same time as we got the ’63 Gregory’s, and it was a very different animal to the current edition of the Gregory’s, it was in fact the nearest thing I have had to an antiquarian book. I have recounted in a previous post (Part 1) how I got handed down a 1922 edition of Wilson’s Authentic Director: Sydney and Suburbs and shared some insights into how the WAD depicted different parts of Sydney then and some of the idiosyncratic aspects of the maps contained in the book. I want to focus here on the advertisements contained in the directory which are legion in number and tell an interesting story about life in 1922 Sydney in themselves.

Ad-bonanza
In a book 735pp long, even if I count the pages comprising the indexes and maps there were considerably more pages with ads than without! Some ads were full-page, some pages contained two or more separate ads, some firms like Rickard’s’ (below) had multiple entries of ads in the book. The directory is so ad-rich that the advertisement sales alone were a nice little earner to Wilson & Co. And with each copy retailing to the public at 4/6p, there was obviously more than enough takers to warrant the cost to the advertisers to be in it.

▲ Webber’s “One stop shop”!

Who advertised in ‘Wilson’s Authentic Director’?
Well just about anybody who traded, who had a business in Sydney at the time! Professional men, financiers, engineers, builders, bakers, butchers, chemists, builders, undertakers, stationers, carriers, ironmongers, haberdashers, drapers, milliners, mercers and tailors, retailers of Manchester, furniture suppliers, lime and cement merchants, glass manufacturers, all manner of service or product providers. Where the business being advertised related more directly to the world of motorists or to moving people from place to place, was where you got the lion’s share of ads.

▲ Strathfield: free from “Influences of the Sea Air”

Purveyors of property
The footprints of the auctioneer, the valuator and the real estate agent are visible throughout the directory, often in prominently displayed ads. Some who could afford to, placed more lavish ads which mega-hyped the virtues of certain suburbs and their homes – such as the Orton Bros ad (left) pitching homes in the “favourite suburb” of Strathfield, pushing the (alleged) “health benefits” of the area, “away from the “Influences of the Sea Air”. Presumably if Orton Bros had been selling houses in Clovelly or Coogee Beach, they would have taken a different attitude to the “harmful effects of sea air”!

▲ The “Digger” Agents at Roseville

Another property heavyweight Arthur Rickard & Co, appearing and reappearing across the directory, specialised in sub-division and the creation of new estates, eg, selling as “the New Model Suburb” of Toongabbie✲. Rickard’s had a full-page ad offering a choice of two estates, Toongabbie Park (“a most promising estate, fertile soil and good rainfall”) – the buyer could opt for a large home or a Rickard Farmlet, 1 acre to 4½ acres from £50 10s. per acre; or the Portico Estate (“city water, proximity to consumers’ markets, building conveniences”) – “designed on the latest and most up-to-date town-planning – a wonderful scheme of beauty”. Some property agents like Hough and Barnard emphasised their WWI service credentials to help flog their homes, displaying ads (at right) which proudly announced their AIF associations⊡.

Newtown 1922: Hire-a-luxury wedding vehicle

Transport options a-plenty!
Up there with the estate agents and developers were advertisers for anything to do with the automobile. Hire car companies posted ads for vehicles available for any special purpose. Ads from proprietors of motor garages are liberally sprinkled through the directory, these business often rented out touring vehicles for people both wanting to explore the far reaches of Sydney using Wilson’s of course as their guide. The plentiful motor garage ads naturally catered for all the motorists’ touring and driving needs – ‘Bowserised’ (often Shell) fuel, Benzine oil, ‘vulcanised’ tyres, mechanical repairs, etc.

▲ Bulli Motors: cars, motorcycles, bicycles, for Bulli Pass

The reach of Wilson’s publication was not narrowly limited to the city and suburban district boundaries that encompassed Sydney in 1922… business advertisers buying space in the directory came from as far away as the Blue Mountains and from the Illawarra/South Coast, as evidenced by the ad at right from a Bulli motor garage who also specialised in automotive services for the motor(bike) cyclist.

▲ A horse-intensive removals firm!

The Removalists
Domestic carriers were also well represented in the ads in the street directory. Ads for businesses, describing themselves variously as removalists, carriers or furniture carters, filter through the book. The removal business ads signal an interesting crossover between the old and the new technologies…in 1922 motorised vehicles as a form of transport would still be numerically inferior to horse-drawn carts, the ads in Wilson’s show original horse-power still much in demand on Sydney streets, side-by-side with the new, motor-driven furniture vans and vehicles.

‘Tradie’ ads
Tradesmen were regular advertisers in Wilson’s Street Directory, keen to take advantage of Sydney’s growing numbers of home occupiers and new areas of urbanisation – carpenters, plumbers/gasfitters, electricians, tilers, slaters, painters and decorators, sign writers, metal workers, galvanised iron workers, etc. Some of the most refreshing and humorous ads were from 1920s tradies like the two in the directory reproduced here. ▼ ▶

A miscellany of ads
Most every other avenue of (legal) private endeavour that you’d expect to be plying its business in early 1920s seems to get a shout-out in the street directory. Several ads that popped up in the vicinity of the Lidcombe entry and maps were for stone and marble masons. Considering that Lidcombe was (and still is) home to Rookwood Cemetery, reputed to be the biggest cemetery in the Southern Hemisphere, it is of no surprise to find a troop of monumental masons showcasing their artisan wares here.▼

Rookwood handiwork

A trifecta of disparate WAD advertisers from north of the harbour:▼

▲ 1922: Home entertainment unit

The piano – pride of place in the living room of Sydney homes in 1922
Many of the domestic carrier ads that I have alluded to above emphasised “careful piano removal” as one of the fortes of their trade. This is a reminder that in the early twenties, before the advent of radio and television in Australian households, both of how valuable pianos were and the key role they played as principal providers of home entertainment.

Accommodation and pleasure at Sandringham by the seaside
The first ad below at left is for the ‘Prince of Wales’, a popular beachfront hotel on Botany Bay, a local institution in the St George district since the 1860s drawing crowds to its lavish luncheons, parties, picnics and recreational pursuits on its pleasure grounds. Proprietor in 1922 William Langton was just one of very many publicans who had a go at running (with wildly varying success) the ‘Prince’ since 1866 (the hotel was demolished in 1961). ▼

Footnote: the LJ Hooker of his day:
Of the myriad real estate admen in the directory, the company name recurring most throughout is Stanton & Son, Ltd. Stanton’s features in six separate ads (pp.92, 155, 430, 503, 622, 644) to advertise its offices at Pitt St City, Summer Hill, Haberfield, Edgecliff, Randwick, North Sydney and Rosebery. Proprietor Richard Stanton was one of the founders of the Real Estate Institute of NSW and an advocate of the Garden City Movement (see later blogs on Early 1900s Sydney Garden Suburbs).

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✲ developer Rickard was in fact busy selling property all over Sydney and beyond…such as the Central Coast and the Blue Mountains where he talked the rail authorities into building new stations at Warrimo and Bullaburra to service his new estates there, Peter Spearritt, ‘Rickard, Sir Arthur (1868–1948)’, Australian Dictionary of Biography, National Centre of Biography, Australian National University, http://adb.anu.edu.au/biography/rickard-sir-arthur-8206/text14357, published first in hardcopy 1988, accessed online 12 July 2018.
⊡ realty men were no means the only business advertisers who played the AIF card, tradesmen et al were similarly not slow in slipping into the pitch their record of loyal service to King and Empire during the Great War

Remembrances of a Juvenile Bookworm: Old Street Directories I have had the Pleasure of … (Part 1)

Commerce & Business, Heritage & Conservation, Literary & Linguistics, Local history, Memorabilia, Social History, Society & Culture

I had lots of old books when I was a kid growing up, but maybe only one or two books that would possibly generate the curiosity of an antiquarian✲. One of these books was given to me by my mother when I was about ten or eleven…a most unwise move on her part as it transpired.

‘1922 Wilson’s Director’

The humble but rarely spotted 1922 street directory
This book was the Sydney street directory for the year 1922, to give it it’s correct and full title, Wilson’s Authentic Director, Sydney and Suburbs 1922. This small but squat little publication (5½” x 4½”, 735pp), the original owner of which was almost certainly my carpenter-builder maternal grandfather (an early owner of a motor vehicle I believe), came into my hands in something approaching pristine condition, notwithstanding that the directory was then already more than 40 years old!

Today although I still possess it, it is an almost unrecognisable shadow of its once immaculate state! As my juvenility slowly gave way to adolescence I managed to write (things entirely unrelated to Sydney street maps), scribble and doodle on its quasi-virginal pages. Equally as bad, I haphazardly tossed the book around with such careless abandon over the decades that the front cover (a orangey-brown hard cover) became separated from the spine and eventually disappeared forever. Of course if cornered I could sheet home part of the blame for my repeated if unintended acts of vandalism to my parents who showed such egregiously bad judgement in trusting such a historically valuable tome to a ten-year-old Visigoth in the first place! But ultimately mine was the hand that caused the damage…I suppose if I was scratching round to find any compensating factors, I might say that at the very least no one can accuse me of neglecting my parent’s gift. Far from it! As a “child-distractor” Wilson’s Street Director performed yeoman’s service! I certainly made extensive, if not good, use of it.

The directory maps
The maps of each area of Sydney are neatly and clearly drawn by hand, but lack the computerised preciseness and uniformity of a map today…the cartographers in an effort to make the street names stand out by using large, bold type, have the effect of some disproportionality in the maps…streets look a bit out of alignment with each other (refer also to Eastwood below). Moreover, a critical flaw of the maps is the absence of a distance guide.

Curiously there are some variances in the kinds of type-face used in different maps, some use a Gothic font in contrast to the classic style. ◀ The Redfern-Darlington map at left differs from the type used in most maps. On a few seldom occasions maps make reference to the traditional, nineteenth century British land concept of parishes (eg, the Parish of Gordon)…this seems extraneous as the maps and the book largely follow a division by municipalities.

Gordon Rd – in the days before the upgrade to a highway

Very many of the street names that were current then survive to this day, although with some surprising little twists – the Pacific Highway, the seminal road leading north from the harbour bridge out of Sydney, was then called Gordon or Lane Cove Road. After Wahroonga it becomes Peat’s Ridge Road. Church Street, Parramatta, traditional haunt of car yards, was at the time alternately called Sydney Road.
Similarly Liverpool Road, starting from Parramatta Road, bears the alternative name “Great Southern Road” on the map (now the Hume Highway). The Princes Highway, the longest road in South-east Australia, is not to be seen! Curiously some suburbs or parts of suburbs are not shown on the maps at all!

The colliery (deepest mine shaft ever sunk in Aust.) in the 1940s (still operating at that time)

The suburb descriptors
One of the most interesting parts of the directory are the brief summaries of individual suburbs. Newtown is described as “thickly populated suburb adjoining the city” (well, no change here!), but its “numerous works and factories” have made way for the suburb’s relatively recent gentrification of modern living spaces☸. St Peters, just to Newtown’s south, is noted in the directory as being “for years the chief brick-making centre for the city” (these days the remaining, redundant kilns and chimneys are a historical curio within the undulating, expansive Sydney Park). Balmain, aside from its “fine public buildings” is “noteworthy as being the location of the deepest coal shaft in the Southern World – 3000 ft” (Balmain Colliery, corner of Birchgrove Rd and Water St, Birchgrove; an exclusive residential estate, Hopetoun Quays, today sits atop the former mine).

The Glebe

The map on page 223 details inner city Darlington (which in 1922 included the locale “Golden Grove”), then as now a suburb most approximate to the University of Sydney…the map shows that the grounds of the University had not at that time encroached onto the eastern side of City Road. The directory describes Darlington as “essentially a workers’ suburb, and being in close proximity to the City, is favoured by workers, who chiefly preside therein”.

Mascot with a racecourse where the airport should be!

Botany and Mascot are old adjoining suburbs in South Sydney. Map 151 (of Botany) and Map 405 (of Mascot) both document the existence at that time of Ascot Racecourse in Mascot…it was located on land adjacent to Botany Bay that now forms part of Sydney Airport⌽. Drummoyne is “a picturesque suburb which has made rapid strides since the tram was opened in 1902”.

Killara on Sydney’s leafy North Shore earns itself a stellar wrap that would make the burghers of the suburb today glow with pride: “(Killara) may justly claim to be both attractive and select. There are many substantial residences, the homes of the well-to-do citizen, and altogether the dwellings are of a superior class” (but not entirely exclusive because prestigious Hunters Hill also had “well-to-do citizens”).

East Subs’ residential paradise

Not to be outdone by the North Shore, the Eastern Suburbs gets even more of a ringing endorsement…the directory goes overboard with Vaucluse, and especially Watson’s Bay, lavishly portrayed as a “romantic looking and historical region, (standing) perhaps highest on the list of Australian ‘beauty spots’ “. Waxing lyrical, the writer ends with a frenzy of capitalisation extolling “the FORTIFICATIONS, LIGHTHOUSES, LIFEBOAT, SIGNAL STATION, and the WORLD-FAMED GAP, near the scene of the wreck of the ill-fated Dunbar” (a disastrous shipwreck occurring off South Head in 1857).

The other side of Strathfield municipality

Strathfield, seven miles west of the GPO, was lauded for its “numerous magnificent and substantially built dwellings (today we wouldn’t hold back, we’d simply say ‘mansions’), the homes of the wealthy citizen”. Strathfield’s maps include the locale of ‘Druitt Town’, now called South Strathfield. The map on page 583 includes the less salubrious side of the municipality (the Government Abattoirs and Rookwood Necropolis), a striking contrast with the world of Strathfield’s croquet-playing set.

Eastwood map, p235: site of future MQ University just to the south of Lane Cove River

On the other side of Parramatta River, Ryde (which in 1922 encompassed present-day West Ryde, North Ryde and Macquarie Park) is described as a “famous fruit-growing district on the Parramatta River”. The present location of Macquarie University in the northern reaches of the Eastwood district (set on generous acreage between Marsfield and North Ryde) was in earlier days the site of largely Italian market gardens and (citrus) orchards, interspersed incongruously with a greyhound racing track. An interesting feature shows a preponderance of street names around the present site of the campus with a martial theme – named after overseas battles (or campaigns) including Balaclava, Waterloo, Crimea, Culloden, Agincourt, Trafalgar, Sebastopol, Khartoum. When Talavera Rd was added later, this brought the number of streets commemorating the Crimean War alone to four.

Mosman, still today a suburb whose affluence makes real estate agents salivate at the prospect of dollar symbols followed by multiple zeros, was ever thus the sought-after destination for the cashed-up aspirational denizen…”(a thriving suburb) situated on a charming arm of Port Jackson…on the abrupt sides nestle red-tiled villas in many quaint styles of architecture…but a few years since the tramway rendered its beauties easily accessible to city men”, etc.⊡

Dee Why

Freshwater (on the Northern Beaches) is depicted as being a “pleasant one-half mile walk” from the Brookvale tram stop at Curl Curl, (comprising) “permanent camps and excellent surf-bathing”. Similarly, close-by Dee Why, reflecting its use as a vacation destination in the day, is a “delightful and charmingly situated sea-side resort (with) a lot to be proud of” – one factor of which presumably is the safety of its beach of which “drowning casualties are up to now unknown”.

Manly, by 1922 already long-established as a “must go-to” day trip for Sydneysiders, is described as a “delightful (ferry) trip down the harbour”…the writer is unrestrainedly fulsome in praise of its virtues, “Few resorts offer such a diversity of attractions – bathing in surf and baths, riding, driving, cycling, and motoring; while golf, cricket, football, la crosse, rifle, rowing, sailing, tennis, croquet, bowling clubs are all in full swing. Open air entertainments and band concerts nightly, and the usual attractions of a popular watering place”.

Vying with Manly for the beachside glamour stakes (then as now) was Bondi (subsumed under Waverley in the directory). Bondi Beach, in the words of Wilson’s, was equipped with baths and municipal “surf sheds” which accommodated 4500 men and 1500 women (clear evidence that 1922 was indeed a pre-feminist era devoid of the slightest pretence to gender equality!)…the (beach) park, the writer went on, “remodelled with the construction of the sea wall” was “now a rendezvous for natural pleasure seekers”. Beach accessible suburbs are always in demand with homebuyers, as underlined in the description of Maroubra – “a favourite place for surf bathers and is advancing with lightning rapidity and they are building fast there” (no hyperbole spared!)

South Kenso & Daceyville

Page 513 illustrates how much can change over lengthy periods of time. In 1922 Sydney’s second university, the University of New South Wales, was still 27 years away, but the future UNSW site was then occupied by Kensington Racecourse✾ and Randwick Park. Nearby was Randwick Asylum, now the Prince of Wales Hospital, and the Randwick Rifle Range, further south on Avoca St, is no more. Anzac Pde runs through the present suburb of Kingsford which in 1922 was called South Kensington with a small part of this suburb forming the locale of Lilyville.

Penrith & the (“world-class”) Nepean

Even suburbs located far the city CBD were given a positive spin by Wilson’s – Penrith, 34 miles from the GPO is described as “the centre of a fertile agricultural and fruit-growing district” only one hour’s journey by rail. The township is “well lighted with electricity and excellent water supply”. Among its attractions are the Nepean River, “world famed for its championship sculling courses, which is recognised by many as the best course in the world” and beautified by its “rugged grandeur of mountain scenery (which draws in) tourists and camping parties”. It also offers short day trips to the “delightful villages” of Mulgoa, Wallacia and Luddenham for shooting and fishing.

The township of Hornsby in the north-west of Sydney is the “centre of a prosperous district”. And with its high elevation (594 ft above sea level), Wilson’s Directory talks up Hornsby as a “metropolitan sanitarium”. The country of its environs “abound with charming drives and magnificent scenery”. Galston is “seven miles north by good metal road” (the “famous Galston ZIG-ZAG”).

Hurstville is depicted as “the centre of a large and progressive district…charmingly situated nine miles south by rail from Sydney”. It includes Mortdale, a township of recent growth, most of the property owned and occupied by the working class”. Also within the Hurstville municipality, the book refers to the suburb of Dumbleton – now called Beverley Hills (conspicuous today for its plethora of restaurants favouring Cantonese Hong Kong and Guangzhou cuisines).

The cover of my edition is long gone but the 1926 edition is very approx.

Pertinent omissions
There is an arbitrariness to the scope of the 1922 directory, it doesn’t extend to most peripheral districts like Liverpool, Blacktown, Campbelltown and Windsor/Richmond, all of which are included within the perimeters of contemporary greater Sydney. This perhaps provides a pointer to the trajectory of the early development patterns and communications of Sydney. Significant population and urban infrastructure reached districts like Penrith and even to parts of the Blue Mountains before it got to Windsor for instance☉.

‘ Gregory’s’ 1st street directory of Sydney 1934

PostScript: Swallowed up by Gregory’s expanding empire of streets? ‘Gregory’s’ before there was a Gregory’s?
In 1934 Gregory’s Street Directory (of Sydney Suburbs and Streets) made its debut, it was not long after this the Wilson’s Street Directory discontinued its annual publication and went out of business. I haven’t been able to ascertain for sure but I suspect a correlation between the two…it is quite feasible that the demise of Wilson’s was linked to the rise of Gregory’s, the latter becoming a household name in metropolitan street directories (and until the advent of GPS an unwaveringly constant companion of the majority of automobile glove-boxes).

Footnote: Taking the Eastwood map (above) as an example of the deficiencies of scale of the directory’s maps, the block between Herring St and Culloden Rd bisected by Waterloo Rd, encompasses the land occupied today by the rump of the campus of Macquarie University. This is some 16 hectares in area, but due to the use of large bold fonts for streets which condenses the sizes of blocks, the area seems quite small on the map!

More nomenclature change: the maps refer to the Municipality of Prospect and Sherwood, later the council was renamed ‘Holroyd’. Prospect retains its identity as a suburb but there is no longer a ‘Sherwood’ locality.

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✲ is Wilson’s Authentic Director, Sydney and Suburbs 1922 an antiquarian book? The key words in any definition of a antiquarian book are ‘old’ and ‘rare’. The perception of ‘what is old’ is subjective and can be related to a given individual’s experience. To me (even way back when I first got hold of it) it was and is old! The quality of ‘rareness’ though might be harder to attribute to this book, short of conducting a survey of the remaining second-hand bookshops in this city (these days an increasingly less difficult task to accomplish) I have no earthly idea of how many copies there are in existence. It is certainly the only hardcopy of the publication that I have encountered in its physical state, however I am aware that multiple copies exist online in microfiche form. I suspect then that strictly speaking it probably falls short of the standard definition of antiquarian, so I am happy to go with any variation on a theme that retains that association…quasi-antiquarian, semi-antiquarian, even pseudo-antiquarian!
⌽ Mascot’s Ascot Racecourse (named after the premier horse-racing course in Britain) was the site from where the first aeroplane flight in Sydney took place (1911), [‘Ascot Racecourse, Sydney’, Wikipedia, www.en.m.wikipedia.org]
⊡ appropriately enough to match its elite and exclusive status, Mosman, along with North Sydney, are afforded the only inset maps in “three colors” in an otherwise entirely black-and-white publication (alas these too were casualties of my cavalier treatment of the book during my juvenile years – the tricoloured inset maps of the two suburbs were torn off long ago!)
✾ the maps of the South Sydney area indicate how littered it was with racecourses in 1922…in addition to Kensington and Randwick, there were racecourses at Ascot (see below) and at Eastlakes (Rosebery Racecourse) now occupied by The Lakes Golf Course
☸ the locale of South Kingston gets a nod in the book but these days this name for part of the Newtown suburb has long fallen into disuse and is obsolete
☉ the Penrith and Windsor districts are both roughly equidistance from Sydney (moreover, Windsor was settled as early as 1791, a mere three years after the British takeover of the continent!). Blacktown’s omission is even more puzzling, being considerably closer to the GPO than Penrith!