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The History Of The

City Of Cumberland

"History Through the Years"

Chapter 39

-- Compiled by the Cumberland Women's Club and Published by the Cumberland Advocate
1874-1974

(used by permission of the Cumberland Advocate)

Donated by Linda Mott

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Cumberland Advocate

On June 22, 1881, the first issue of the Cumberland Advocate, then named the Herald, was published. The paper's founder was a Mr. Clark who engaged C.A. Lamoreux as editor and W.P. Morris of Janesville as printer. These men did the actual work of getting the paper started, beginning with the clearing of ground and putting up a building to house the plant. This first location was just opposite the old Griggs, Foster and Miller store. In later years this building was known as the Schultz Building. When built it stood on wood piles but later was moved back from the sidewalk and a new front part added. The structure was wrecked in 1931.

In 1882 the paper was purchased from Mr. Clark by Morris and Lamoreaux and a year later Mr. Morris acquired sole interest. The file of papers for the year 1885 shows L.L. Gunderson as the publisher. In March, however, the paper was bought by S.S. Hull who changed the name to the Advocate. The first issue to come out under the new name was dated April 2, 1885.
Between 1885 and 1887 a group of men in town bought the paper and in 1888 it was being published by the Cumberland Printing Company. Stock in the company was gradually acquired by H.S. Comstock who had come to Cumberland from Barron in 1885. With Mr. Dave Russell as his partner, Judge Comstock served as editor for several months. Then in the July 19, 1888
issue, the sale of the paper to T.F. Ball was announced. And in September F.F. Morgan became a partner, and eventual owner. For eleven years, Mr. Morgan was the editor to be succeeded by Tom O. Mason in 1900.

It was during Mr. Mason's six years of tenure as editor that the first step toward modernization of typesetting for the Advocate came about with the purchase of a Monotype casting and setting machine. It was the first machine of this type in the state of Wisconsin outside the city of Milwaukee.

Judge Comstock returned to Cumberland in 1906 and assumed ownership again taking G. Gunderson as partner and editor in 1911. R.B. Hart became affiliated in 1915 and the Gunderson-Hart partnership continued until 1920 when Mr. and Mrs. Hart became the sole owners. The Advocate was under their guidance until September 1936 when Al Serklund assumed ownership.

In 1946 Curtis George assumed ownership of the business. In 1957 he turned the operation over to his brother, Leighton George, who became a part owner and manager. In addition to being publisher, Leighton George became editor in 1958--a position he retains today.

Submitter's notation: Names under a photo of early Advocate employees are: Sammy Hines,
Mr. Mason, Idah Johnson, Bob Chamberlain, and Miles Chamberlain.

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