Editor's note: The content of the “Off the Press” column is complied by the Lake County Historical Society.

ColorAuto Licenses: Emil Johnson, Lake County Clerk and branch manager will be at J.W. Hoover’s Store in Chase, Monday, Tuesday and Wednesday evenings, Jan. 3, 4, 5, 1927 to issue 1927 auto licenses. Be sure to bring your certificate of ownership with you. Buy your licenses at home and keep your road money in Lake County. If you buy outside the county there is a liability to error and loss. Hours are 7 to 9 p.m.

Advertisement: A 1926 Ford runabout with pickup body, spotlight and two spare tires. Run less than 1000 miles and in superb condition. See it at MacLeod Garage if you want a bargain.

Santa Claus dashed around the corner and up to the community Christmas tree Thursday night just as a lull in the band music put everyone in position to accept his presence and his gifts. He was lavishly supplied, for out of a voluminous bag he took enough candy, oranges and nuts to supply every child in town, and some, we are sorry to say, more than once. Santa was in such a hurry, having left his usual route to make the early date here, that he did not stop to check up on all the boys and girls, but left it to them to see that they took only one present. But he was a good natured old fellow and probably figured that a sock or two more or less would not hurt him, so he put plenty in the sack. The tree was a beautiful thing and created a decided holiday atmosphere lighting throughout the week.

“Christmas at Idlewild,” by Susie J. Bantom: The great Holiday is over, leaving in its wake a host of happy thoughts and memories that will offset the grimness of the hard problems of the next twelve months. For several days Dame Nature had been completing the setting for a wonderful snow clad picturesque holiday. The lake, now reaching the top of the piers with a 15 inch coating of ice is covered with snow. Each cottage setting in its compartment of snow, is a picture. The oaks do not shed their leaves until Spring and each leaf resembles a snowball and each pine a Christmas tree. The winter birds are a part of every home that has a feed box and the boxes are well distributed. Mr. and Mrs. N. L Buckles will hold an open house until the wee sma’ hours New Years Day.

Local happenings: 1927 Tomorrow. A great year, too. Only one Friday the Thirteenth in it. The Bell phone crew is extending the cable line north of the track to H.J. Hollister’s residence.

Advertisement: Milk. Jersey milk and all other dairy products from tuberculosis tested herd delivered to your door by G.W. Murrow and Sons, Bitely, Michigan. This is the milk for the babies! Phone or write for it. 10 cents per quart.

Advertisement: Violin at a bargain: One/half size violin for $10. Three/fourth size violin with case $15. Slightly used; in fine condition and a bargain at these prices. Apply to Mrs. H.W. Davis, Baldwin.

A Happy New Year to all. Greetings from Louis Caplan. Once more I have the privilege and pleasure of greeting my customers and friends with a cordial Happy New Year! This is the thirtieth time. 1897 to 1927. Those dates represent a lifetime to some people, and it is a long time to be in one community. Unless an institution is fair and honorable in its dealings with the public, it does not stay that long, as a general rule. Of all the gains I count in my thirty years in Baldwin, I count my friendships highest. A customer who has been coming to my store for thirty years is a valued and honored patron. To him, of all, I dedicate this New Year’s wish – and to all others as well.

My motto has been not only “live and let live” but “live and help to live” as well. During war times we adhered to this policy _____ (word unreadable) at small profits. We could not apply our third slogan of “a square deal to all” unless we dealt fairly. Through troublous times we went together and came out scarred, perhaps, but whole. Therefore, it is an increasing pleasure to greet my customers year after year with renewed assurances of fair treatment and renewed good wishes for their personal success.

Business is a mutual proposition. If I could buy cheaper by exercising the knowledge gained in long years of merchandising, it was only half a pleasure unless I shared it with friends. Therefore when I did an especially good bit of buying, I passed the saving onto my patrons and shared with them. Business experience is essential to a firm’s success, but business integrity is an equal, if not a greater.

Last year this firm made a wonderful connection. In New York was established the Giles Purchasing Corporation which made a business of personal shopping in the wholesale market in the interest of the smaller stores. By combining the needs of many stores in varied communities, they purchased in large quantities and gave the little stores the benefit of lower prices. Further, they shopped for bargains as a woman shops – getting the greatest value for the money, and through this institution I have been able to supply my customers with new styles at rare values, sometimes offering the same goods shown in the city stores at a fraction of the price they asked.

This has brought opportunities to our people which we know they have appreciated, and it is my intention that in future every good, substantial merchantable idea shall be similarly applied for the benefit of my customers.

For 1927 I am offering in addition to all the previous mercantile advances a special profit sharing plan which will pay you dividends on your 1927 business. There will be no strings to this dividend. It draws closer our mutual interests. Next week I will tell you about it. In the meantime, let me wish you a Merry, Merry Christmas and hope that 1927 will deliver to you its choicest blessings. L. Caplan’s Baldwin Department Store.