One of the things I love about the Craftsman style is how middle-class and democratic it was. You could build an amazing Greene & Greene house in California, if you had the money, but if you weren’t the owner of Proctor and Gamble, you could also get a plan book from a building company and pick out a quality, affordable bungalow for your family home.
This ad for Riverside Brick & Manufacturing Company comes from the Hattiesburg American, March 2, 1925 issue. It touts the durability and fire-resistance of brick, but uses as a sales point an image of a bungalow and a reference to a “5-room Modern Bungalow.”
Interested buyers could pick up “Two Wonderful Plan Books” at Riverside’s high-rise Ross Building in downtown Hattiesburg. When I googled “Ideal Brick Hollow Wall,” I found this full-page ad in the January 1922 edition of the American Builder, which, in addition to warning the reader about staying hip to the times, also offers to send a plan book, “Brick for the Average Man’s Home.” Google this title, and you will find that Dover has helpfully republished it as Small Brick Houses of the Twenties, which you could get on your Kindle, if you want.
Continuing to search for what exactly an “Ideal Brick Hollow Wall” is, I found a helpful two-page explanation, with illustrations in a November, 1921 issue of Concrete Products.
You never know where a little newspaper ad will lead you! Next week, we’ll look at another Hattiesburg outfit offering plan books, the Gordon-Van Tine lumber company.