Margaret Barker - Newspaper-Real Estate Schemes of the 1920s

In the 1920s a strange phenomenon took place. Newspapers, serving as the front for developers, offered inexpensive plots of land as premiums for subscribing to the paper. This collusion between publications and real estate developers spawned a land buying frenzy and produced dozens of new waterfront summer communities.

One of these newspaper colonies is Pell Lake, in Walworth County, Wisconsin, where I spent all of my childhood summers at the cottage my father built. During those times at Pell Lake I would hear mention made of something about a newspaper giving away or selling lots to subscribers but no one, not even my parents, knew or remembered the name of the paper or anything more specific.

Intrigued, I set out to investigate these rumors about the curious origin of Pell Lake. It was soon apparent that Pell Lake was not the only resort created through a newspaper promotion scheme. Eventually more than fifty such newspaper colonies in the United States and Canada were identified, most of which are today ignorant of their oddball beginnings. It also became clear that the seemingly simple premise of selling land as a bonus to subscribers had a complex underbelly that warranted exposure.

Thus, this book was written to explain how the newspaper deal developed, how the ads were cleverly and judiciously designed, how the promotion grew into a complete blending of two very different businesses, and how the structure of the arrangement resulted in lifelong consequences for the colonies it created.

Local historians, present and former lot owners, and anyone who has ever lived in one of the newspaper colonies will find the history of how these places came into existence not only entertaining but also of value. Persons involved with managing legal, environmental, and social issues at these and other similar waterfront communities will gain helpful insights from the approaches taken by others. Those interested in the history of newspaper journalism, advertising, and real estate promotion will be energized by this example of entrepreneurialism.

My background as a lawyer and familiarity with county courthouses enabled me to locate case files, contracts, deeds, and other land records and to interpret the information they contained. Personnel at the many registrar of deeds and county clerk offices I contacted were all exceedingly helpful. Secretary of state office employees obligingly provided useful information on the registration and status of corporations. In particular the staff at the Walworth County Registrar of Deeds and the Walworth County Clerk offices graciously tolerated my frequent visits and many questions.

Experience as an amateur genealogist provided the tools to track down census records, draft registrations, and vital records containing information about the personalities involved with the scheme. State and local historical societies shared their maps and other archival materials. Volunteers at the Walworth County Historical Society were especially welcoming and helpful. Staffers in the Archives Room at the Wisconsin Historical Society went out of their way to assist by sourcing the vital Pell Lake dam correspondence and obtaining fresh films for me when their records proved unreadable due to the age of the microfilm. I also want to compliment the many graduate students whose well-resourced treatises provided valuable information and help in locating obscure documents.

Several people deserve a personalized thank you. Erik Weber, writer, news publisher, and Beachwood resident, has been researching Bertram Mayo and the history of Beachwood for many years. He generously shared all of his research material including photographs, promotional booklets, and articles I would not otherwise have been able to obtain. Long-time Pell Lake resident Art Oster gave freely of his time recounting stories about the early days of the colony. Judi K-Turkel and Franklynn Peterson, both seasoned authors, graciously provided advice on the book writing process. And then there is Carol Moseson, writer, editor, and good friend, who selflessly copyedited the manuscript and offered invaluable corrections and suggestions.

Most of all, I am indebted to John W. Barker, my beautiful and brilliant husband who sadly died before the book was completed but whose inspiration and guidance shine on every page. To John, I dedicate this book.