Not every ad needs to be big, nor show pretty pictures or boast of shiny things.

If your store has been around longer than the customer base's great-grandparents you're institutional enough. If you're on the corner in the center of the local universe the name alone will suffice.

"Just give us a little ad, then. Make sure you note how long we've been around. And tell them when I graduated from the place. Things like that are still important."

Toomer Drug Store. Back when the place was still a drug store. Happily, it would stay as such for another 20-plus years, but now its a gift shop with a lemonade stand inside. The big chains ran them out of the drug business, but there's no running Toomer's out of the nostalgia industry.

When did that apostrophe and S get added anyway?

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