MCLOONE METAL GRAPHICS. RECORDS, 1952-1980 (bulk ca. 1950s-1960s).  0.4 cubic feet (1 archives box)

Abstract

McLoone Metal Graphics, La Crosse, Wisconsin, formerly known as McLoone Advertising Service, was an advertising agency involved in screen printing and name plate design for industry. The business, started by James E. McLoone, began in 1954. Today, the company, a subsidiary of JSJ Corporation, is a custom screen print manufacturer of identification products and is also known simply as Mcloone.

The bulk of the collection is made up of black and white photographs, some of which are undated, but most appear to have been taken between the mid-1950s and the 1960s. Photo negatives and advertising materials are included for some of McLoone’s clients. Some personal photos of James E. McLoone and his wife, Helen McLoone, are also included. Clients included businesses and churches in Wisconsin and other states.

Acc. No. 2001-3
Donated by Anita Froegel, 2001
Processed by Christine Stolz, 2005; rev. June 2005

History

James E. McLoone began his advertising business in La Crosse in 1954. The business was first known as McLoone Advertising Service until 1973 when the name was changed to McLoone Metal Graphics. It was initially located in the Batavian National Bank Building on Main Street in La Crosse. Originally started as an advertising business, the company soon added screen printing. By 1958, the business had relocated to 75 Sumner Street. McLoone was president until his death on Feb. 29, 1980. Helen McLoone, the widow of James E. McLoone, served briefly as president of the company after his death. The company was known for manufacturing and distributing name plates and decorative trim.

In 1980, the company was acquired by JSJ Corporation, a manufacturing company located in Grand Haven, Michigan. McLoone Metal Graphics continued to operate under the direction of Martin Johnson as president and Anita Froegel as vice-president. On September 28, 1981, Anita Froegel began serving as president of the company and David Hyde Jr. was vice-president. Frogel continued as president of the company until her retirement in 2001. Today the company, a subsidiary of JSJ Corporation, is a custom screen print manufacturer of identification products, and is also known as simply Mcloone.

Scope and Content

The bulk of the collection is made up of black and white photographs, some of which are undated, but most appear to have been taken between the mid-1950s and the 1960s. Some photographs contain advertising sketches or handwritten notes in pencil on the backs or on the fronts of the photographs. Photo negatives and advertising material are included for some of McLoone’s clients.

McLoone family materials contain two childhood photographs of James McLoone (ca. 1930s), several photographs of James McLoone (1975-1978), a photograph McLoone with his wife, Helen (1978), and James McLoone’s obituary (1980).

McLoone’s friends and business associates (ca. 1950s-1993) include photographs of Robert Hurtgen, Ronald E. McGavock, David Baptie, and others.

During this time period, McLoone Metal Graphics’ clients included businesses and churches in Wisconsin and in other states, all of which are listed separately from one another. Unless otherwise mentioned, each file contains photographs and/or negatives of the business or church.

Wisconsin businesses include Bill’s Standard Station, La Crosse (ca. 1950s); Boulevard Food Shop, La Crosse (ca. 1950s); and an outdoor statue by the Cerise Club, La Crosse (ca. 1960s?). The Dolly Madison Dairies’ folder contains an empty ice cream carton (1952). The Domke Contractors, La Crosse (1958) folder contains one photograph of excavating equipment. The Fireside Restaurant, La Crosse (n.d.) folder contains a layout for advertising materials. First Federal Savings and Loan, La Crosse (ca. 1950s-1960s) contains two photographs of an architectural sketch of the building. The Gateway Transportation folder contains a partial deck of cards featuring a Gateway Transportation truck (n.d.) and a negative of James McLoone by a Gateway truck (n.d.).

Other Wisconsin client folders containing photographs and/or negatives include Hake’s Foods, La Crosse (ca. 1950s-1960s); Hammes Truck Sales (n.d.); Holmen Co-op Creamery, Holmen (ca. 1950s); J & H Auto Body, La Crosse (1956); and La Crosse Concrete Company, La Crosse (n.d.). Some advertising materials are included for the La Crosse Rubber Mills, La Crosse (n.d.) and the Leinenkugel’s Brewing Company, Chippewa Falls (n.d.).

Additional business client folders include Lovold Plumbing and Heating, La Crosse (ca. 1950s) and McLoone Metal Graphics (ca. 1950s); Neon Supply, La Crosse (n.d.) and the New Villa Restaurant (n.d.). Materials from Ora’s Shoe Store (ca. 1950s) include photographs of the store interior, two employee photographs which have been altered because they were used to produce advertisements, and some advertising materials. Advertising materials are included for the Potosi Brewing Company, Potosi (n.d.).

Other Wisconsin client folders include Schumacher Funeral Home, La Crosse (ca. 1950s); Servisoft Softwater Supply Company, La Crosse (1957); Swanson’s Heavy Moving, La Crosse (1956); and Young’s Standard Station, La Crosse (1955-1956).

Business materials from other states include photographs and/or negatives of the First National Bank, Rushford, Minnesota (1961) and International Harvester (1961). Advertising material from LEA Manufacturing, Waterbury, Connecticut (n.d.) is included as well as a photograph and advertising material from River Queen Boat Works, Gary, Indiana (ca. 1950s-1960s).

During this time period, other McLoone Metal Graphic clients were churches both in and out of Wisconsin. Materials from Wisconsin churches include photographs and/or negatives from the following: Central Evangelical Lutheran Church, Mondovi (ca. 1950s); St. Joseph’s Cathedral, La Crosse (ca. 1960s) St. Paul’s Lutheran Church, Onalaska (ca. 1950s); and Mt. Calvary Lutheran Church, La Crosse (ca. 1950s). Photographs and a small sketch are included for Zion Lutheran Church, Blair (ca. 1950s-1960s). Photographs and negatives from the Church of St. John, Rochester, Minnesota, are also included (ca. 1950s).

Miscellaneous materials (ca. 1950s-1960s) include photographs and negatives of unidentified people and businesses. Some advertising material is found here as well.