SEVERS CONNECTION WITH APPAREL STORE — E. W. Softley Will Devote His Time to Marketing New Invention.

The Butte Miner, Butte, 1924-01-01, p.5

Summary

Same story as the Anaconda Standard Jan 2 1924 piece, published ONE DAY EARLIER in the Butte Miner. Companion clipping with PHOTOGRAPHIC PORTRAIT of E. W. Softley. Same content: Softley retiring from Murphy-Softley after 21 years in Butte merchandising (18 at Hennessy's, 3 at Murphy-Softley) to focus on his "Supe-R-Shine" furniture polish. Trade name spelled "Supe-R-Shine" here (the Anaconda Standard Jan 2 piece called it "Super-Shine"). Marketing pitch: "a four- in-one polish, as it cleans, builds up, polishes and preserves the surface finish on any highly polished, varnished or enamelled article, and imparts a hard, dry, lustrous finish to which dust will not cling." Particularly recommended for automobiles — "will put a transparent luster on a new car and keep it looking new all the time."

People

Edward Softley(as printed: E. W. Softley)
role: subject · family confidence: 0 not family

Places

Butte, Montana (primary)

Themes

irish_american_community

Story threads

Murphy-Softley and Money Back Store — JJM's Butte retail era 1920-1924

Source type

news_item, business_notice

Related sources

Transcription

transcription: complete · confidence high

# SEVERS CONNECTION WITH APPAREL STORE ## E. W. Softley Will Devote His Time to Marketing New Invention. *The Butte Miner, Tuesday morning, January 1, 1924, p. 5. With portrait photograph of E. W. Softley.* E. W. Softley, who for the past several years has been connected with the firm of Murphy-Softley on West Park street, has severed his connection as an active member of the company. Mr. Softley came to Butte 21 years ago, and was with the Hennessy company for a period of 18 years. In 1920 Mr. Softley and others organized the firm of Murphy-Softley, taking over the interests up to that time known as Green's, a ladies' ready-to-wear establishment. Mr. Softley will probably be better known to his many friends as a creator of beautiful window displays, the many pretty windows at the Park street store, and before his removal from the D. J. Hennessy company, were always the center of interest for the ladies of Butte. Mr. Softley has lately perfected and placed on the market a furniture polish, under the trade name of Supe-R-Shine. "The polish is the result of many years of research and experimentation," said Mr. Softley in speaking of the polish. "It is really a four-in-one polish, as it cleans, builds up, polishes and preserves the surface finish on any highly polished, varnished or enamelled article, and imparts a hard, dry, lustrous finish to which dust will not cling." Before making any effort to place the product on the market, Mr. Softley spent many long hours in the past years in exhaustive tests experimenting with hundreds of formulas with the one big idea of perfecting a polish that would wipe perfectly dry with very little effort and leave a highly polished surface and not collect dust. The oil contained in most polishes gives to the surface an oily film which soon gathers dust and bloom. For automobiles Mr. Softley says it has no equal. It will put a transparent luster on a new car and keep it looking new all the time and it will do the same with an old car, providing the surface is perfectly clean from grease and dirt accumulations.