Around 1890 the family moved to Brooklyn, New York, where Iver F. Iverson owned and operated a Scandinavian bookstore, initially at 95 President Street, and quickly thriving and expanding into larger buildings. His business ability, honesty, intelligence, wit, and civic-mindedness were commended in many newspaper articles from that decade, which will be presented on this and the next several pages.
The bookstore / stationery also sold Norwegian books (Bibles, hymnals, fiction, non-fiction), sheet music, newspapers, steamship and railroad tickets, drafts, money orders, cigars, and various notions. It was common for these types of shops to serve as post office addresses for sailors. Iver appears throughout the 1890s in the Brooklyn city directory in this line of employment at various addresses within the same neighborhood. From the city directories and newspaper clippings I have put together the following timeline:
- 1890 - bookstore at 81 President; house at 113 President. (I believe the 81 is in error and that the original store was at 95 President.)
- September 1st, 1891 - store moves to 297 Columbia
- May 1st, 1895 - store and home move to 283 Columbia
- July 1896 - home moves to 150 Carroll while store remains at 283 Columbia
- May 1898 - store moves to 261 Columbia while home remains at 150 Caroll
- April 1899 - the family departs Brooklyn for Minneapolis
According to the book "The Colony that Rose From the Sea: Norwegian Maritime Migration and Community in Brooklyn, 1850-1910" by David C. Mauk, 1997, this area of Brooklyn was known as "Lille Norge" (Little Norway) and Columbia Street as "Norwegian Broadway." An area along Hamilton Avenue, and west toward the docks, was sailortown and "Sin City," with numerous boardinghouses, pubs, etc.
The bookstore / stationery also sold Norwegian books (Bibles, hymnals, fiction, non-fiction), sheet music, newspapers, steamship and railroad tickets, drafts, money orders, cigars, and various notions. It was common for these types of shops to serve as post office addresses for sailors. Iver appears throughout the 1890s in the Brooklyn city directory in this line of employment at various addresses within the same neighborhood. From the city directories and newspaper clippings I have put together the following timeline:
- 1890 - bookstore at 81 President; house at 113 President. (I believe the 81 is in error and that the original store was at 95 President.)
- September 1st, 1891 - store moves to 297 Columbia
- May 1st, 1895 - store and home move to 283 Columbia
- July 1896 - home moves to 150 Carroll while store remains at 283 Columbia
- May 1898 - store moves to 261 Columbia while home remains at 150 Caroll
- April 1899 - the family departs Brooklyn for Minneapolis
According to the book "The Colony that Rose From the Sea: Norwegian Maritime Migration and Community in Brooklyn, 1850-1910" by David C. Mauk, 1997, this area of Brooklyn was known as "Lille Norge" (Little Norway) and Columbia Street as "Norwegian Broadway." An area along Hamilton Avenue, and west toward the docks, was sailortown and "Sin City," with numerous boardinghouses, pubs, etc.
I. F. Iverson Scandinavian bookstore at 95 President Street, Brooklyn, New York, taken some time between 1890-1891. The sandwich sign advertises “steamship tickets by all -?- at lowest rates, railroad tickets to all points, drafts, money orders, give me a call.” Pictured are Iver, his wife Elen, and an unknown man with son. Scanned from personal family records.
Ads from "The Brooklyn Daily Eagle" in 1887 (prior to Iver moving into the building) describe 95 President Street as "one door from Columbia, store with plate glass front, three rooms over store, and large, well-lighted basement." It housed a toy and candy shop, and a "grocery, milk, and butter store" with an established milk route.
Throughout the decade, Iver's store had numerous ads in the "Nordisk Tidende." Advertising prices ranged from 50 cents to $1 per inch, depending on the year. Amusingly, editor Emil Nielsen claimed his paper was the only Norwegian paper in the east; in fact, it had a notable competitor in the form of "Nordiske Blade." More information on their rivalry and animosity is presented further throughout this page.
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Also on June 5th, "Nordisk Tidende" announced:
"Jonas Lie's last book, ‘Evil Powers,’ which we referred to some time ago, has now arrived at Mr. I. F. Iverson's rental library at President Street. This book should be read by everyone who is interested in reading something good. You can also get the opportunity to make acquaintance with ‘Hedda Gabler,’ Ibsen's best play, which was also before mentioned in our magazine. And Herman Bang has recently published ‘Ten Years: Memories and Events,” which is praised in the Norwegian press. The book is dedicated to Mrs. Erika Nissen." |
(A reprint of that column, appearing 50 years later in 1941 in a "50 years ago" section, was a real surprise! Note that the "Tidende" states that the column was first posted on May 26th, though I found it in the June 5th but not the May 26th edition.)
From the "Nordisk Tidende" newspaper, July 31st and August 21st, 1891: Our honorable compatriot Mr. I. F. Iverson, who has now run a bookshop for a long time, as well as railway and steamship agency in No. 95 President Street, intends from September 1st to move his entire business to 297 Columbia Street, where he has rented an exceedingly elegant shop.
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On April 1st, 1892, "Nordisk Tidende" announced:
"Kallum's 'Comet' (New Family Magazine), elegant artwork, a lot of good original and translated stories. Suitable for a birthday present. 256 pages, $1.50, free shipping. A table of contents with illustrations and samples will be sent free on request. C. Kallum, 230 Noble St., Chlcago, Ill. Orders are accepted in ‘Nordisk Tidende’s’ Printing Office 314 & 316 Columbia St., Brooklyn, and in. I. F. Iverson's Bookstore, 297 Columbia St., Brooklyn, N.Y." This ad appeared in many issues through at least September. |
From "Nordisk Tidende" on April 8th, 1892: "Bookseller Iverson at 297 Columbia St., is a speculative and enterprising compatriot. 'Why should only the Jews have the privilege to sell travel boxes and suitcases,' he thought. And as fast as the thought, he provided himself with a large stock of these goods, and now sells them to his countrymen and others for a cheaper price than anyone else. Go, go, and look at his warehouse."
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Variations on this ad, which was the width of a full newspaper page, ran from at least January through August, 1892:
On June 3rd, 1892, "Nordisk Tidende" announced:
"We have the pleasure to inform our esteemed readers that Mr. I. F. Iverson of 297 Columbia Street, Brooklyn, has secured the agency for American Express Company money orders, which, as you know, are payable all over the world and thus also in Norway and Denmark. This has the advantage over previously used postal money orders that you send "the order" yourself and therefore more similar to a promissory note. [I am not sure on that translation.] We wish Mr. Iverson the best of luck with his new agency, and hope that buyers among our compatriots will keep this announcement in their memory." |
On August 12th, 1892, "Nordisk Tidende" wrote this inspiring testimony regarding Iver's business success in the new location:
"Bookseller Mr. I. F. Iverson, 297 Columbia St., these days has expanded his store quite significantly, even as it was of respectable size and no less beautifully equipped. Few of those who remember Mr. Iverson's modest business premises in President St., near Columbia, probably dreamed that the relatively young businessman in such a short period of time should be able to accomplish what he has, especially when you take into account his own countrymen’s traditional suspicion of going to their own, even if it 10 times benefited themselves. Mr. Iverson's timely, now considerable business is a beautiful testimony to what talent, energy, and a strong will can accomplish." |
On November 11th, 1892, "Nordisk Tidende" printed the following recommendation
"Bookseller I. F. Iverson, 297 Columbia St., Brooklyn, invites subscriptions to: 'Jesu Liv', a historical overview of James Stolker, translated by Reverend Birger Hall. The book will be published in 5 or 6 volumes with approximately 40 woodcuts, as well as 3 photolithographs, at a price of 30 cents per booklet. The binding is particularly beautiful in all regards. Illustrated Norwegian literary history by Henrik Jæger, with the help of outstanding Norwegian scientists. The work will be accompanied by facsimiles of old and interesting title-pages, works, portraits, manuscript samples, color printed pictures, and illustrations. This work will also be published in subscriptions in approximately 18 volumes at 35 cents each, and be of particular interest for every Norwegian on this side of the ocean who wishes to know his country's literary history. For Christmas, one is recommended the large selection of hymn books." |
On November 15th, 1892, "Nordisk Tidende" announced early Christmas arrivals at several shops: "Our traders start have started getting ready for Christmas. At J. G. Norman on Saturday we saw an excellent exhibition of pipes that offers the best selection of equipment, and at I. F. Iverson you can also see a lot of new items for Christmas to be arrived and partially exhibited. At the latter you will find, among other things, also a rich selection of the well-known, incomparable Norwegian Christmas cards."
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A similar note appeared in the December 6th, 1892 issue:
"The colony's traders have now unpacked and exhibited a number of beautiful things for Christmas. At Mr. J. G. Norman, Hamilton Ave., I. F. Iverson and O. Amundsen, both in Columbia St., you will thus find collections of pipe accessories, albums, Christmas cards, etc., so rich that the only difficulty will be to make one lucky selection. About Mr. Norman's Christmas exhibition, by the way, you will find extensive information in the magazine's advertisement column." |
On November 25th, 1892, "Nordisk Tidende" announced the opening of a new store:
"Holter & Holmboe is currently the newest business company within our Norwegian colony, as these two men will soon open a beautiful flower shop with decline [?] right by bookseller Iverson's store, 297 Columbia Street. Sir Holter will be well-known in the colony for his business at the Seamen's Home, and as for Mr. Holmboe, we can state that he is a real professional in the field of floristry, as he was trained by Rohde in Kristiania, later lived in Dresden, and finally has practiced in the same industry here. The Flower Cellar at 297 Columbia Street, is, as far as we know, the first Norwegian business of its kind in these parts. It was an encouragement for the young company that it received an order even before the business had opened, as it was Holter and Holmboe who supplied the beautiful burial equipment at the drowned Jonas Hansen's funeral, consisting of a large black silk bow with the Norwegian national colors in the middle and with the following inscription printed in gold: 'From Norwegian-American Seamen's Association.'" |
Ad in the "Nordisk Tidende" newspaper, December 16th, 1892:
"Holter & Holmboe recommends our flower gifts in 297 Columbia Street. Telephone connection 1011. In addition to a good supply of fresh flower bouquets and "greens" for decoration, we recommend our flower basket from 75 cents and up as a suitable present for the "Christmas table". Samples of the same are exhibited at Mr. I. F. Iverson, 297 Columbia Street, and Johan G. Norman, 61 Hamilton Avenue. -Holter & Holmboe" |
Starting in December, 1892, this ad for "Iverson and Stalberg" shows Iver's expansion into selling insurance. The ad ran for a couple of months, though by March of 1893 Stalberg's name was removed, and Iverson's solo ad resumed. The ads were the width of the entire newspaper page.
This wonderful full-page drawing in the "Nordisk Tidende" holiday issue, December 30th, 1892, shows many of the Norwegian-owned businesses in Brooklyn at the time (and mentioned elsewhere on this site), including Edward O. Lee's steamship ticket office (which also hosted a savings bank to help sailors save and send money home to Norway), Otto Amundsen's cigar shop, J. T. Tengelsen's apothecary, Hammerstad's Pub, Johan G. Norman's cigar shop (which also hosted an informal hiring agency for sailors), Holter & Holmboe florist, a large cameo of Emil Nielsen of the "Nordisk Tidende," and I. F. Iverson's bookstore. This image is a real treat to zoom in upon and do your own version of a Where's Waldo search! www.nb.no/items/25374f16557b3d93155d63b578fdb83b?page=9
Also in the January 17th edition, Holter & Holmboe updated their ad:
"A well-stocked supply of fresh-cut flowers are always present. Orders for birthdays, weddings, and funerals shall be carried out in the shortest possible notice. Come and see our flower baskets. In addition to a good supply of fresh-cut flowers and ‘greens’ for decoration, we recommend our flower basket from 75 cents and up as a suitable present for the ‘Christmas table.’ Samples of the same are exhibited at Mr. I. F. Iverson. 297 Columbia St. and Mr. Johan G. Norman, 61 Hamilton Ave." |
A selection of steamship ads listing I. F. Iverson as an authorized agent. Variations on these ads, with Iver's name, appeared weekly in the "Nordisk Tidende" newspaper throughout the 1890s.
Often, Iver's bookstore would be indicated for multiple liners on the same page, such as in this example from May 7th, 1897:
On April 21st, 1893, "Nordisk Tidende" reported:
"In the window of I. F. Iverson's book shop at 297 Columbia Street, these days a particularly beautiful miniature copy of the Viking ship, made by the flower company Holter and Holmboe, is on display. The small copy, which was exhibited for the first time during the Christmas party in Sængerbund Hall at the end of January, is still collecting a large crowd of spectators, and it does not seem to scare a single one that the ship carries the pure Norwegian flag proudly flying from the stern." |
On July 14th, 1893, "Nordisk Tidende" reported on the upcoming "Sangerfesten" (singer's festival) in Chicago, to which Norwegian groups from Brooklyn would be traveling. A portion of the article states:
"With regard to the journey itself, we could also state that there is access for anyone to participate in the train from here for the same price as the singers themselves pay pro persona. Lists will reportedly be displayed on that occasion at Mr. Iverson, bookseller, Columbia Street. And then we finally have to wish the singers a happy journey in the knowledge that they will prove to be worthy representatives of the Normans of the east. Happy travels!" |
From the "Nordisk Tidende" newspaper, October 22nd, October 27th, November 24th, and December 22nd, 1893: Remember that when you are going to travel either home or west or to send for someone, or to send money home, that nobody is as cheap as I. F. Iverson. They can easily be convinced of the truth of this by going to all other agents, and then when they have the lowest price possible, then send them to him. Remember I. F. Iverson, 297 Columbia Street, ticket-seller with all lines.
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From September through November 1893, "Nordisk Tidende" announced a raffle [likely to raise money for a charitable cause, as was common in the community]:
"Lottery tickets for a mirror with compartments, cut out by picture-cutter Johannessen, can be obtained in addition to furniture dealer Johnson, 118 Hamilton Ave., also at: Johan Norman, 61 Hamilton Ave. Hans Rose, 107 Hamilton Ave. Bookseller Iverson, Columbia St. Groceryman H. Lee, 294 Columbia St. Otto Amundsen, 223 Columbia St. Joh. Engelsen, 118 Union St." |
In the December 22nd, 1893 edition of the "Nordisk Tidende," the editors provided space for their advertisers to include a Christmas message ad. It reads, "The Power of Truth: dedicated to our advertisers with wishes for A Merry Christmas and A Happy New Year." Iver's message reads, "Apollo was a very great artist as a singer and as an instrumentalist, and as a composer he was also good, but you didn't have sheet music trading back then. Now all published musicals and new books, disc material, as well as railway and steamship tickets, are available from I. F. Iverson, 297 Columbia Street." Iver took out an additional column-shaped ad in the same edition, and actually throughout the entire month of December.
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From the "Nordisk Tidende" newspaper, January 26th, February 2nd, February 16th, March 16th, and May 4th, 1894: Anyone thinking of buying tickets either to go home [to Norway] or to send for friends and relatives should instantly connect with I. F. Iverson, 297 Columbia Street. Unheard of low prices — deposit accepted.
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On February 2nd, 1894, "Nordisk Tidende" reported:
"I. F. Iverson's business at 297 Columbia St., Brooklyn, is one of the oldest and best renowned of its kind on the square. Sir Iverson's many years of practice in this country have taught him that a business, conducted according to sound principles, is the one that performs best in the long run. And his premise in this regard is not entirely wrong. Year by year the number of people who buy their railroad and steamship tickets from him has increased, and the same is the case with remittances and all other business. The audience has found out that with this man they risk neither shenanigans nor irregularities, delays and the like. When a transaction is completed, then it is finished, and then there is no more about that thing. As far as Iverson's retail business is concerned, there is one particular thing we would like to remind you of, and that is his large collection of books in Norwegian as well as in other languages. From the literature of his home country, he thus has a large selection of both older and newer works, and he is also the only one here on the square who brings these articles into the market. In order to further give his compatriots an opportunity for useful and entertaining reading, he has set up a rental library. Take advantage of this opportunity." |
In March 1894, Iver became the first and only US agent for importing books from Alb. Cammermeyer, a large publisher in Oslo. On March 30th the "Nordisk Tidende" beautifuly reported:
"NEW ENTERPRISE: Mr. I. F. Iverson as US sole agent for Alb. Cammermeyers bookstore in Kristiania [Oslo].
Mr. I. F. Iverson of 297 Columbia St. has obtained in these days the sole agency for the United States from the big bookselling firm Alb. Cammermeyer in Kristiania. We are not alone in congratulating Mr. Iverson, but also the colony with this undertaking; for this is something we could need here, so there is a rich and well-stocked book market of really valuable literature, such
as can be obtained from the said company.
We may have enough books, but the greater the access is, the greater one also dares to assume that the interest will be. It is a matter of awakening people to this, letting them get a taste of reading, and they will learn that a good book is many times over more valuable than many other pleasures, and in all parts cheaper. Nothing speaks better for a man's character than to see a well-stocked bookcase in his home, and so the influence this has on family life and the individual's education/development must also be taken into account.
We therefore greet Mr. Iverson's new venture with joy and faith, that it will come to provide both for the benefit and enjoyment of a wide circle. We cannot comment on the exact plan that is already underway, but we think we can be pleased to receive out-of-town subscriptions for us permanent residents to have every opportunity as [in Norway].
As far as the collection of books is concerned, there will first and foremost be provided good and cheap family reading next to newer literature numbers, scientific, easy-to-understand books, etc.
In conclusion, we invite all friends of a cause like this to think about this and, if possible, help the project forward. There are so many ways to help such a thing forward, e.g. the personal conversation between man and man. Of these works, which are now expected any day, we can mention Norwegian Poems, which contains illustrations to the works of the most eminent poets, and the Norwegian capital press has been designated without exception as the best in artistic respect of any published in Norway."
An ad from Iver appears on June 22nd, announcing his partnership with Alb. Cammermeyers, along with notary public services, a rich stock of Norwegian books, steamship tickets, money orders, real estate, and fire insurance. The ad appears again in future weeks and months.
"NEW ENTERPRISE: Mr. I. F. Iverson as US sole agent for Alb. Cammermeyers bookstore in Kristiania [Oslo].
Mr. I. F. Iverson of 297 Columbia St. has obtained in these days the sole agency for the United States from the big bookselling firm Alb. Cammermeyer in Kristiania. We are not alone in congratulating Mr. Iverson, but also the colony with this undertaking; for this is something we could need here, so there is a rich and well-stocked book market of really valuable literature, such
as can be obtained from the said company.
We may have enough books, but the greater the access is, the greater one also dares to assume that the interest will be. It is a matter of awakening people to this, letting them get a taste of reading, and they will learn that a good book is many times over more valuable than many other pleasures, and in all parts cheaper. Nothing speaks better for a man's character than to see a well-stocked bookcase in his home, and so the influence this has on family life and the individual's education/development must also be taken into account.
We therefore greet Mr. Iverson's new venture with joy and faith, that it will come to provide both for the benefit and enjoyment of a wide circle. We cannot comment on the exact plan that is already underway, but we think we can be pleased to receive out-of-town subscriptions for us permanent residents to have every opportunity as [in Norway].
As far as the collection of books is concerned, there will first and foremost be provided good and cheap family reading next to newer literature numbers, scientific, easy-to-understand books, etc.
In conclusion, we invite all friends of a cause like this to think about this and, if possible, help the project forward. There are so many ways to help such a thing forward, e.g. the personal conversation between man and man. Of these works, which are now expected any day, we can mention Norwegian Poems, which contains illustrations to the works of the most eminent poets, and the Norwegian capital press has been designated without exception as the best in artistic respect of any published in Norway."
An ad from Iver appears on June 22nd, announcing his partnership with Alb. Cammermeyers, along with notary public services, a rich stock of Norwegian books, steamship tickets, money orders, real estate, and fire insurance. The ad appears again in future weeks and months.
In May of 1894, Iver became a notary, which was considered a commendable achievement. On May 4th the "Nordisk Tidende" announced, "Mr. I. F. Iverson at 297 Columbia Street is, according to the governor's sanction, of May 2nd appointed as Notary Public in Kings County. Mr. Iverson should be congratulated on this appointment, as he certainly in this area is the first Norwegian non-lawyer who holds a position like this." His registration is also noted in the Bender's Law Diary and Directory for the State of New York, page 469.
By May 11th, 1894, the importation of new Cammermeyer books had begun. "Nordiske Tidende" reports:
"Colony News. What everyone knows is a recently-begun work titled: 'A Universal View of Norway's State Constitutio'" by And. Faerden. The work is published by Cammermeyer's publishing house, Kristiania, and is, for our purposes, obtained from bookseller Mr. I. F. Iverson at 297 Columbia St. for a price of 10 cents per booklet. The work will include the state constitution, the municipal authorities, the rules of civil law, etc. etc. We would advise patriotic Norsemen everywhere to obtain these booklets. They will be a treasure for everyone who wishes to participate in the development of freedom in old Norway." |
Iver's store was listed in the "Nordisk Tidende" as a seller of that newspaper, in ads similar to these, weekly throughout the 1890s. These examples are from May 26th, 1894, and January 12th, 1899. The heading of the first reads: "'Nordisk Tidende's' agents, where anyone can get the daily edition at 4:00." The bottom sentence reads: "The newspaper will also be available for purchase at the ferry houses in BrookIyn through 'Nordisk Tidende's' newspaper boys."
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This striking full-page Christmas ad in the "Nordisk Tidende" newspaper on December 7th and again on December 14th, 1894, features trolls dancing around a Christmas tree, a book whose pages say "truth" and "light," pipes, steamships, sheet music, and so much more! The large central "Glaedelig Jul" image was independently included on the front page of "Nordisk Tidende" on December 25th, 1891, so it may have been a popular image or book cover of the time. I have a hunch that his son A. Louis, who would have been 11 at the time, may have notated the sheet music, as in adulthood he became a composer (among many other things). I found the small "scalpers" image also in an ad from Cohen & Co. French tailors, announcing their low prices, in the December 1st, 1893 "Nordisk Tidende."
The segment at the bottom left translates to: "A word to the wise: when you have to send money, one must remember that no-one is so sure like the one that has been tested and found to be solid. I have now for many years sent thousands and thousands of kroner to the old country, and no one has lost even just a ear, and therefore dare recommend me as completely reliable. Only ask the many who have done business with me. I promise fast dispatch and affordability. Cash in kroner can, if desired, be available at any time and for any amount whatever."
The segment at the bottom left translates to: "A word to the wise: when you have to send money, one must remember that no-one is so sure like the one that has been tested and found to be solid. I have now for many years sent thousands and thousands of kroner to the old country, and no one has lost even just a ear, and therefore dare recommend me as completely reliable. Only ask the many who have done business with me. I promise fast dispatch and affordability. Cash in kroner can, if desired, be available at any time and for any amount whatever."
In the December 14th, 1894 issue, the "Nordisk Tidende" announced the arrival of new items at Iver's store: "Mr. I. F. Iverson at 297 Columbia St. has purchased for its Christmas exhibition a lot of new articles, for example a larger stock of tie pins, cufflinks, and other excellent men's equipment. Our Norwegian businessmen are expanding more and more, that would take part in competition with anyone. And that's how it should be."
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Another full-page Christmas ad was featured in the "Nordisk Tidende," December 21st and 28th, 1894:
In the December 21st, 1894 issue, "Nordisk Tidende," in a Christmas gifts article, again commends Iver's shop: "In Columbia St. we begin with greeting I. F. Iverson in 297. Books, musicals, albums and almost all possible items in the finer equipment industry are here available for purchase. Cigars and tobaccos, railway and steamship tickets, and then the elegant new Norwegians Christmas card."
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On December 28th, 1894, "Nordisk Tidende" reported:
"At I. F. Iverson's bookstore at 297 Columbia St., a large collection of the home countries' new Christmas literature has just arrived, such as Ibsen's 'Lille Eyolf,' Björnstjerne Björnson's new stories, etc. With next The Thingvalla steamer also arrives a larger shipment of books from Gibler's publishing house in Kristiania. Christmas roses and Christmas Eve [?], which were supposed to be here before Christmas, are now pending until New Year. But as far as these things are concerned, it is important to be out on time." |
On January 4th, 1895, the "Nordisk Tidende" reported a theft of the newspapers delivered in front of Iver's shop! "Repeat Theft. At bookseller I. F. Iverson, 297 Columbia St., it has recurringly happened that the papers delivered by the Brooklyn News Company for the daily sale have been stolen. The theft was presumably carried out in such a way that when the papers were laid down outside the shop, a hasty and willing soul has helped Iverson with the sale by buying his merchandise in bulk, and thus saved him the trouble of folding the leaves. But he has not yet paid him to date. The amount thus lost is several dollars."
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From the "Nordisk Tidende" newspaper, March 1st, 1895: Bookseller Mr. I. F. Iverson has in these days confirmed a three-year contract about new business premises at 283 Columbia Street. The new premises will be taken over from May 1st and will be well-timed and a good location, especially for a business of finer books, paper, and cigar trade. To that, it is much bigger than his old locale, bright and friendly. We congratulate Mr. Iverson with the new shop and apartment.
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On December 20th, 1895, Iver advertised in the "Nordisk Tidende": "I hereby allow myself to draw the public's attention to my Christmas stock, consisting of the most diverse items, suitable for presents for Christmas and New Year. Everyone is welcome."
A separate column on the same day recommended holiday gifts from several of the newspaper's advertisers:
“For Christmas most of us will have something new, something soon for ourselves, soon a memory for close relatives and friends, etc. In short, something needs to be bought, and I may wonder where to go to get the best selection, fairest prices, and most honest treatment? Everyone will ask themselves that. On this occasion, we think that a look at the ‘Nordisk Tidende’s’ advertising columns will provide all desired information.
At I.F. Iverson, at 283 Columbia St., we think you will find what you are looking for in many cases. Here you will find a great selection in all sorts of objects, suitable for Christmas and New Year's presents. Here you have pipe cases in all possible varieties, and at myriad prices. Here is the literature of the home country and this country, and music represented in both languages, toys and necessities for adults, luxury and utility, exhibited next to each other, only waiting for the buyers who year after year have in ever-increasing numbers returned. We would therefore recommend a visit to I. F. Iverson to all Christmas shoppers.”
An ad similar to the first, but focused on New Year's Eve, appeared again on December 27th.
A separate column on the same day recommended holiday gifts from several of the newspaper's advertisers:
“For Christmas most of us will have something new, something soon for ourselves, soon a memory for close relatives and friends, etc. In short, something needs to be bought, and I may wonder where to go to get the best selection, fairest prices, and most honest treatment? Everyone will ask themselves that. On this occasion, we think that a look at the ‘Nordisk Tidende’s’ advertising columns will provide all desired information.
At I.F. Iverson, at 283 Columbia St., we think you will find what you are looking for in many cases. Here you will find a great selection in all sorts of objects, suitable for Christmas and New Year's presents. Here you have pipe cases in all possible varieties, and at myriad prices. Here is the literature of the home country and this country, and music represented in both languages, toys and necessities for adults, luxury and utility, exhibited next to each other, only waiting for the buyers who year after year have in ever-increasing numbers returned. We would therefore recommend a visit to I. F. Iverson to all Christmas shoppers.”
An ad similar to the first, but focused on New Year's Eve, appeared again on December 27th.
From the "Nordisk Tidende" newspaper, January 3rd, 1896, comes an announcement of a new year's sale:
"I. F. Iverson's Store at 283 Columbia St. has been besieged by buyers throughout Christmas. The large, well-stocked shop, however, bears no trace of this; for still seems the inventory to be just complete, which is why Mr. Iverson will meet his compatriots in New Year's week with an unmentionable quantity of cases at significantly reduced prices. Of particular note is a larger edition of Norwegian Christmas literature, New Year's presents, etc." A larger ad appears in the same edition: "Big realization sale of albums, etc. at I. F. Iverson, 283 Columbia Street, Brooklyn." |
A "Nordisk Tidende" bulletin from February 7th, 1896 advertises: "'Sjoelen's Comfort and Guidance,' sermons by P. Tallaksen, and, 'At the Foot of the Cross,' sermons by C. H. Spurgeon, available for $2.00 at I. F. Iverson, 283 Columbia St. Use this store to get you a really good book. Bibles and hymnals at the same place."
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From the "Nordisk Tidende" newspaper, February 25th, 1896: "To I. F. Iverson at 283 Columbia Street, a collection of national albums, a collection of pictures of women in national costumes, has arrived these days from Norwegian, Danish, and Swedish regions, also from Greenland and in general from the Old Norse. The unusual beautiful pictures have just arrived and will surely become an ornament before long in most Scandinavian homes and in the colony."
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From the "Nordisk Tidende" newspaper, April 24th, 1896: At I. F. Iverson at 283 Columbia Street there is now also lemonade and other good swallowing drinks available for purchase, since Mr. Iverson for the warm season has acquired an elegant apparatus, such as you can find in our first-class apothecaries.
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On April 24th, May 1st, and May 15th, 1896, "Nordisk Tidende" recommended Iver's store for authentic May 17th flags:
"Norwegian flags can be purchased from I. F. Iverson at 283 Columbia St., where orders are also accepted for both large and small flags until May 17. All orders should be submitted in good time."
"Remember I. F. Iverson at 283 Columbia St. when you order your 17 May flag, and above all don't forget to place the orders on time. Solid product, real patterns, and reasonable prices will be the language of choice in Iverson's flag department."
"Go to I. F. Iverson, 283 Columbia St. , for flags until May 17. He's the only one in the square who carries this stuff; and it is important to be out in time to be sure, as it has already taken a lot on stock."
"Norwegian flags can be purchased from I. F. Iverson at 283 Columbia St., where orders are also accepted for both large and small flags until May 17. All orders should be submitted in good time."
"Remember I. F. Iverson at 283 Columbia St. when you order your 17 May flag, and above all don't forget to place the orders on time. Solid product, real patterns, and reasonable prices will be the language of choice in Iverson's flag department."
"Go to I. F. Iverson, 283 Columbia St. , for flags until May 17. He's the only one in the square who carries this stuff; and it is important to be out in time to be sure, as it has already taken a lot on stock."
In an October 30th, 1896 article describing new publications from Norwegian authors, the "Nordisk Tidende" twice refers to Iver's shop, first for O. A. Overland's "Illustrated Norwegian History," and second for Hartvig Lassen and August Hansen's "Folk Magazine."
"[Overland's] work, which also excels by its extensive historical material and its large amount of good illustrations as well as its solid and durable binding, we would recommend to anyone who has an interest in their homeland history. For those interested, who would like to view the book, there will be an opportunity to do so at Mr. I. F. Iversen, 283 Columbia St., where orders on the same can also be received." [...] "Sample numbers are presented to Mr. I. F. Iverson, 283 Columbia St., and Mr. Otto Amundsen, 223 Columbia St., where orders for the magazine are also accepted." |
On February 12th, 1897, "Nordisk Tidende" announced: "Something for Norwegian homes: Bookseller Mr. Iverson at 283 Columbia St. has these days received extremely rare beautiful busts of our Norwegian explorer/traveler Frithjof Nansen, and is prepared to sell for the low price of $1.25. We don't think we need to recommend this artwork beyond telling where to get her; for if this bust cannot find a way to your Norwegian home, with its worth contributing to the memory of Nansen’s epoch-making travels, next to its affordability, then we don’t know what else can find a way. Finally, we point out that Mr. Iverson is this bust’s sole agent here in the square."
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On March 4th, 1898, "Nordisk Tidende" wrote:
"Have you heard? That Otto Amudsen at 223 Columbia street has bought himself a large farm, and that I. F. Iverson on the same street has taken up journalism?" I believe this is in reference to Iver buying a large share or becoming part-owner of the "Nordiske Blade," another Norwegian-language newspaper in Brooklyn. From vague and limited reports, I have been able to infer that Iver and/or an investment group purchased the declining "Blade" around this time, during which Iver's friend Dr. Hans Volckmar became its editor. I am still looking for more details on this business. In an August 1st, 1898 obituary for "Blade" founder Martin Nielsen, the "Times Union" said that Nielsen had retired two months prior, and the paper "was then sold to a Scandinavian syndicate, with Dr. Volckmar at the head." The "Tidende" became very disparaging of the "Blade," frequently posting articles criticizing the "Blade's" quality and accuracy, and even posting a front-page story called "Dr. Volckmar's Brain," in which they seemed to mock his interest in phrenology, and proceeded to analyze his head shape. Another amusing example is demonstrated when world-famous violinist Ole Theobaldi sued the "Nordisk Tidende" for $25,000, for defamation. Apparently the "Blade" reported on this, for on March 12, 1898, the "Tidende" commented, "'Nordiske Blade' announced last week by 'extra' note that Emil Nielsen had been summoned by the fiddler Theobaldi. The news must probably have seemed to 'Nordiske Blade' to be of particular interest, since extra sacrifices were made to get it delivered. We were so moved by this interest in our well-being that we immediately put the extra edition on the bulletin board outside our office." Emil Nielsen was also arrested in December 1893 for libel against Norwegian Consul Karl Woxen (referring to him in print as a "pomadized salon gentlemen" [perfumed society man]); and in December 1898 for libel in a five-column article against steamship ticket business owner Axel Hornberg. A couple of other examples appear throughout this website. The animosity between the papers seemed to originate in 1897 due to their different stances regarding Georg Oiens and the steamship "Zambrana" accident, described elsewhere on this site. I also sense that, after this time, Iver's prior friendship with "Tidende" editor Emil Nielsen was severed. |
This large half-page ad from the "Nordisk Tidende," December 1st, 1898, displays the apparent partnership between I. F. Iverson and C. A. Hansen.
"I. F. Iverson, 261 Columbia St., Brooklyn, recommends his money-order and steamship business to the honorable audience. Together Norwegian books, writing materials, albums, toiletry and trinkets, suitable for Christmas gifts. Norwegian and Danish cards in large selection. C. A. Hansen & Co., 261 Columbia Street, Brooklyn, recommend his frame and crayon [?] business. Those who would like their pictures to go out for Christmas, please submit the photographs as soon as possible." |
Despite his tremendous success and respect as a bookdealer, and his esteemed involvement in the community as described on the next page, Iver became ill with depression and was unable to maintain the business, which he thus sold in early 1899. According to two articles (reprinted on another page on this site), he was exposed to a near-fatal gas leak in summer 1898, from which his mind never recovered. Why he and his family then moved to Minneapolis rather than remaining in Brooklyn remains unknown to me. Family legend says he had a bad business deal in Brooklyn or his business partner ran away with the money, but I cannot confirm anything like that from the newspaper reports-- unless the rumor refers to his involvement with the failing "Nordiske Blade" newspaper, which I am still researching.
A March 9th, 1899 ad in the "Nordisk Tidende" advertises his clearance sale:
"Realization of valuable books by Norwegian Authors, including the last works of their hand, beautifully bound or stapled, are sold this week and next at far below the purchase price! Note also a lot of fine items are being sold for spot price. Fine Merskum pipes and Merskum cigar mouthpieces." |
On April 6th, 1899, "Nordisk Tidende" has only a brief mention of the store closing. For such a well-known man and establishment this announcement seems underwhelming. However, perhaps more was explained in "Nordiske Blade," copies of which I have not yet been able to find.
"Mr. I. F. Iverson, who is well-known for his book and cigar shop and sale of steam shipping tickets, money transfers, etc., departed last Thursday with his family to Minneapolis, Minn., where he will presumably begin a similar trade.
Before his trip he had a clearance sale of his business, and its significant value and title stock are still in the hands of other Norwegians in South Brooklyn [other booksellers].
Mr. C. A. Hansen, who is in charge of a company with I. F. Iverson, ran a large frame and gold-leaf company at 161 Columbia St., now has this one business alone and uses for himself Iverson’s former large store. [Note: this address is a typo, as both Iverson and Hansen were at 261 Columbia at this time.]
Alongside the gold-leaf and frame business, Mr. Hansen established himself in the cigar trade, money-sending, sale of railway and steamship tickets, etc., continuing the business just as Mr. Iverson had it.
Mr. Johan G. Norman's shop in 65 Hamilton Ave., has now added to it large bookshelves, which had adorned Iverson's store on Columbia St.
As an enterprising businessman, Norman bought Iverson’s large and valuable store of books, which he now sells from his own shop at great bargain prices.
Here is an opportunity for book lovers that has not offered itself before, and which will probably no more come again, and why readers will benefit from taking notice of the following advertisement."
"Mr. I. F. Iverson, who is well-known for his book and cigar shop and sale of steam shipping tickets, money transfers, etc., departed last Thursday with his family to Minneapolis, Minn., where he will presumably begin a similar trade.
Before his trip he had a clearance sale of his business, and its significant value and title stock are still in the hands of other Norwegians in South Brooklyn [other booksellers].
Mr. C. A. Hansen, who is in charge of a company with I. F. Iverson, ran a large frame and gold-leaf company at 161 Columbia St., now has this one business alone and uses for himself Iverson’s former large store. [Note: this address is a typo, as both Iverson and Hansen were at 261 Columbia at this time.]
Alongside the gold-leaf and frame business, Mr. Hansen established himself in the cigar trade, money-sending, sale of railway and steamship tickets, etc., continuing the business just as Mr. Iverson had it.
Mr. Johan G. Norman's shop in 65 Hamilton Ave., has now added to it large bookshelves, which had adorned Iverson's store on Columbia St.
As an enterprising businessman, Norman bought Iverson’s large and valuable store of books, which he now sells from his own shop at great bargain prices.
Here is an opportunity for book lovers that has not offered itself before, and which will probably no more come again, and why readers will benefit from taking notice of the following advertisement."
C. A. Hansen's ad appeared in the same April 6th edition, and Johann G. Norman's followed on April 20th:
Additional clarifications appeared in the "Nordisk Tidende" on April 13th, 1899:
"Mr. C. A. Hansen's business in no. 261 Columbia Street was in our previous issue mentioned under the indication of 161 the same street. We hope the typographical devil has played only us here and not to the detriment of the enterprising young businessman, as we explicitly pointed out that Mr. Hansen, unchanged and alone, continues Iverson's old business."
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"Observe! Mr. Johan G. Norman's regular ad has by a mistake found its place today on page 2, while it should have been on the front page. We will correct this for the next time and hope, moreover, that everyone will find it regardless of the place."
"Mr. C. A. Hansen's business in no. 261 Columbia Street was in our previous issue mentioned under the indication of 161 the same street. We hope the typographical devil has played only us here and not to the detriment of the enterprising young businessman, as we explicitly pointed out that Mr. Hansen, unchanged and alone, continues Iverson's old business."
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"Observe! Mr. Johan G. Norman's regular ad has by a mistake found its place today on page 2, while it should have been on the front page. We will correct this for the next time and hope, moreover, that everyone will find it regardless of the place."
The sale of Iver's bookstore to C. A Hanssen is mentioned in Norwegians in New York, 1825-1925, a 300-page book by A. N. Rygg. Writes Rygg,
"One of the early booksellers in Brooklyn was I. T. Iversen [sic], whose business at his death was taken over by C. A. Hanssen & Brother." To the contrary, Iver did not die at this time; rather, he and his family moved to Minneapolis.
However, Rygg later specifies:
"One of the early booksellers in Brooklyn was I. T. Iversen [sic], whose business at his death was taken over by C. A. Hanssen & Brother." To the contrary, Iver did not die at this time; rather, he and his family moved to Minneapolis.
However, Rygg later specifies:
As found in the city directory, by 1903, Carl Hansen resided at 150 Carroll, the Iverson's former residence. A 1944 obituary reads, "Born in Haldon. Norway, Mr. [Carl A.] Hanssen came to the United States in 1893 and opened a steamship ticket office at 261 Columbia St." One unanswered question is whether both brothers were named C. A. Hanssen. I have found both a Carl and a Charles in the directory, but it is not clear to me whether they both ran the business.
Regardless, the Iverson family left Brooklyn in April, 1899, and the remains of the I. F. Iverson Scandinavian Bookstore were now in the care of C. A. Hansen and Johan G. Norman.
Regardless, the Iverson family left Brooklyn in April, 1899, and the remains of the I. F. Iverson Scandinavian Bookstore were now in the care of C. A. Hansen and Johan G. Norman.
On June 7th, 1900, "Nordiske Tidende" described the continued success of both Mr. Hansen's and Mr. Norman's businesses following Iver's departure:
"Among the younger Norwegian businessmen here in the city, who probably have a future ahead of them, we must not omit to mention Mr. C. A. Hansen, who took over the departed I. F. Iverson’s store in number 261 Columbia Street. For a longer time before Iverson gave up his shop, he and Mr. Hansen ran the frame business together, which is now owned by Mr. Hansen alone; and next to this he has also thrown himself into ticket sales and money orders. He is a decent and conscientious man, and this is a guarantee that speaks more than a famous name.
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It was the 28th of the previous month 30 years ago that our countryman, Mr. Johan G. Norman, who does business in number 65 Hamilton Avenue, Brooklyn, left his native home in Stavanger. His parents left for Hull in England, where they settled, where his mother and married brother still live there, while his father died some time ago there in the city. In 1877 first came to American, but took his permanent stay in 1880.
That Mr. Norman in these years has known how to make friends and trust, is not necessary to recall. All who come in contact with him know this best; and the business he started from a small beginning has grown into a rather respectable affair. In particular, he has the past few years had great progress in the ticketing and money-transit services, and his entire time taken up by this branch of business. In addition this, he has the largest turnover of all Scandinavians in cigar, tobacco, and smoking equipment; and his watch and jewelry business has also increased significantly. Short and good: he is a useful Norwegian among us, and deserves that he is doing well."
Also included is a drawing of Mr. Norman in the "Nordisk Tidende," January 4th, 1895.
"Among the younger Norwegian businessmen here in the city, who probably have a future ahead of them, we must not omit to mention Mr. C. A. Hansen, who took over the departed I. F. Iverson’s store in number 261 Columbia Street. For a longer time before Iverson gave up his shop, he and Mr. Hansen ran the frame business together, which is now owned by Mr. Hansen alone; and next to this he has also thrown himself into ticket sales and money orders. He is a decent and conscientious man, and this is a guarantee that speaks more than a famous name.
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It was the 28th of the previous month 30 years ago that our countryman, Mr. Johan G. Norman, who does business in number 65 Hamilton Avenue, Brooklyn, left his native home in Stavanger. His parents left for Hull in England, where they settled, where his mother and married brother still live there, while his father died some time ago there in the city. In 1877 first came to American, but took his permanent stay in 1880.
That Mr. Norman in these years has known how to make friends and trust, is not necessary to recall. All who come in contact with him know this best; and the business he started from a small beginning has grown into a rather respectable affair. In particular, he has the past few years had great progress in the ticketing and money-transit services, and his entire time taken up by this branch of business. In addition this, he has the largest turnover of all Scandinavians in cigar, tobacco, and smoking equipment; and his watch and jewelry business has also increased significantly. Short and good: he is a useful Norwegian among us, and deserves that he is doing well."
Also included is a drawing of Mr. Norman in the "Nordisk Tidende," January 4th, 1895.
Per David C. Mauk's book "The Colony that Rose from the Sea," Mr. Norman was a "tobacconist" who previously shared space with young watch/jewelry shop owner Theodore Kartevold at 61 Hamilton; and he held a prominent role for many years in the temperance society called Scandinavian Good Templars' Lodge.
Before delving into Iver's untimely fate, we will dedicate the next page to his extensive community work in 1890s Brooklyn.