Just like every generation in the 20th century that has moved from youth to middle age, our stories can claim to be both similar and unique of all the “New” generations. Many teenagers today would be shocked to hear how much their concerns and needs are to those of previous generations. To understand part of that claim, lets take a look at retail businesses, their services, and employment for today's high school students as compared to those for the class of ’73.

 Retail by definition, is “The final point of sale to the consumer, of good or services in small quantities.” (Random House Reference-1999)

 And if you were to compare the class of retailers available in 1973, you'd find that the fundamental services provided haven't changed, only the name or business owner would be different.

 Yet the one thing that is a noticeable is the supply category to most businesses.  Technology has changed the product, but the basic demand of consumption for today’s Euclid High class is no different than those from the class 1973.

 A typical comparison of leisure goods between the current class and the Class of ‘73 may seem dissimilar, but both fulfilled the consumer demand that the technology-of-the-day could provide. A typical comparison would be the demand for portable music. Today's generation knows the devices by such names as ipod, and other mp3 players. Yet 30 years ago, such technology was wrapped up in an analog tape format known as an “8-Track” player, or the common cassette tape recorders made by Allied Radio, Sony, Lafayette Radio, RCA, and GE. Another point of common ground between the generations is also tied to these products. Questions about music piracy were raised not only with the Internet Generation, but also the “8-Track & Cassette” generation in 1970.

 So it may be asked, "Are our generations really that different?”

 From the standpoint of the businesses themselves, discount retailers like today’s “Wal-Mart” was preceded by Uncle Bills, Giant Tiger, and Spartan-Atlantic stores. Bargain retailers and close-outs were sold by small operations such as the “Bargain Fair” in a Mentor Ohio. Today, Big Lot’s is the name recognized.

 Purchasing power was not that different between the generations either. What may have seemed like the impossible task for the class of 1973 is relatively the same for those of the class of 2003. For our generation, the minimum wage was (about) a $1.65 an hour. And although most teens today can expect to start above $5.50 an hour, their expenses are relatively matched to wages and other “costs of doing business”. Here, an additional example may be necessary to put this statement into perspective.

 For the youth of 30 years ago, a gallon of gasoline averaged 35¢ to 45¢ a gallon at the beginning of the oil embargo of 1973. A blank, low-grade audio cassette cost 85¢, and a typical LP album (comparable to today's compact disk) cost approximately $3.95 each. Now let's compare the same products against 2003 consumer costs.

The average cost of a gallon of gas is between $1.57 and $1.85. The cost of a compact disk is approximately $14.95, and the cost of a single blank audio CD is a $1.99. As you do the math, does the following appear true?

 At minimum wage, does it take an hour to earn enough for 3 gallons of gas?

At minimum wage, does it take three hours to earn enough to purchase a CD?

 If the answer is yes to both, then it’s easier to see that the same economic challenges that face the class of '73 has come to face the class of ’03, and all classes that follow. So as you consider this food for thought of more innocent times, I hope you enjoy a look at the small reminders below of businesses we supported and worked for when we were young.

Pick-n-Pay was just one of the local supermarkets in the Cleveland area. Along with Fisher-Fazio-Costa, and Stop & Shop. We found them in almost every major shopping complex in Northeastern Ohio.

(This sign still stands in front of the East 55th Street Marina in Cleveland, Ohio.)

Somewhere between 1971 and 1973 these tiny film booths would pop up everywhere. Selling only film & developing services. One was located on Shore Center Drive, next to Society Bank.

Their 1972 radio ads used the slogan:
"For great pictures come to the little blue building, with the big yellow roof...Fotomat!

Do you remember the upper-scaled department stores in the early 1970's? Well here is a spot from a 1970 HIGBEES radio commercial. 

Listen closely to the items on sale back then, and please don't laugh too hard, OK? 

CLICK HERE TO LISTEN TO THE 1970 RADIO SPOT

Recorded in Windows Media Format.

8-TRACKS (& CLEANERS)

(Recording Technology - Consumer)

MORE 8-TRACKS

(Music to go)

33 1/3 RPM RECORDS   (also called "LP's" for "Long Playing")

(Our version of the CD)

THE VW "MINI-BUS" ??? 

(This predecessor to the MINI-VAN was an icon in the 60's, but enough were around in the early 1970's for us to identify with. )

Listening to the radio was fun, wasn't it? With separate dials for AM & FM, and tiny earphones.

Radio makers marked  how many transistors were used (I think as bragging rights.) 

Don't forget the cheap cassette tape!

(Now kids have cheap CD blanks, and trust me...in some cases the tapes sounded better.)

Bench-type seats were common in cars, but soon phased out for the safer individual "bucket" seats. Yet airbags were only a dream back then. 

(Now we dream of low gas prices.)