Then and Now | Criticize this house

A brief pause from the Beaumont photos here on AH to make a deep dive into back copies of The Oregonian and other research into several stories we’re working on, and to learn more about the early Beaumont business district. Interesting stuff, so stay tuned.

It’s always easy for us to lose ourselves in the serendipity of research, especially during the quiet days at the end of the year.

While looking for other things, we’ve come across some small gems. Here’s one from September 2, 1928: It’s either an interesting approach to real estate advertising, or a clever form of early market research, or both. It also makes for a good Then and Now. Check it out:

9-2-1928 House criticism ad (1)

 

4404 NE Cesar Chavez Blvd

926 East 39th Street North is today’s 4404 NE Cesar E. Chavez Boulevard, in northeast Portland’s Wilshire neighborhood.

Margaret Gray Montgomery took out several other classified advertisements during this period, including one that advertised her office being located at 910 East 40th Street North (4324 NE 40th). A site office in addition to the Porter Building address? Curiously, Margaret Gray Montgomery didn’t appear in city directories as a builder or otherwise connected to the real estate business, wasn’t listed as owner of this or the 40th Street property in construction or city records, and was invisible to the federal census of 1930 and 1940. For what it’s worth, the 11th floor of the Porter building (see bottom of ad) was a hot spot for real estate and mortgage companies in the late 1920s.

As a postscript with a story to tell: a three-line classified ad in the March 30, 1931 The Oregonian, sandwiched between other ads about house foreclosures and repossessed furniture, reports:

Crawford Range for sale, also dining room rug and Hoover; will sacrifice, leaving city tomorrow evening. Also equity in beautiful home, 926 E. 39th N.

Hmm.

3 responses

  1. Interesting! Sounds like there’s a real story behind that. Wonder if anybody got the $25. And the mystery of the disappearing Margaret. Thanks for your sleuthing.

  2. Margaret Gray Montgomery (if that is her real name…..) invites you to visit this home for the express purpose of voicing your criticism. My guess is there might be another purpose for the invitation…..to show and hopefully sell this beautiful home (with 3 bay windows!) in an up and coming neighborhood.

    NOTE: My inflation calculator shows that $25 in 1928 (a year before the crash) — is worth $347 in 2015.

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