Ernie Boch Jr. Is Sort of Boston’s Car Zareh

Well the hardreading staff was perusing the Boston Herald the other day when we stumbled upon this ad from Mr. Upward (Auto)Mobility Ernie Boch Jr.

 

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That auto-promotion (a regular feature in the Bochy local tabloid) reminded us of the late, great Zareh Thomajan, the self-styled Thief of State Street.

Backstory from The 100 Greatest Advertisements 1852-1958: Who Wrote Them and What They Did, by Julian Watkins.

 

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Zareh Thomajan’s legendary series of ads like this one ran in Boston newspapers for almost three decades.

 

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In 1960 Zareh’s son Greg took over the family business and maintained the Zareh tradition with ads like this:

 

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Greg Thomajan published his series of ads in The Son of the Thief of State Street.

One of his last:

 

Zareh-grady-ad

 

Zareh Thomajan, we imagine, rests well too.

Meanwhile, memo to Ernie Boch Jr.:

Step up your game, son. And maybe, instead of chronicling other fabulously wealthy guys, write about the car-selling business in the same humanizing way Zareh (and Greg) wrote about the rag business.

Just a suggestion.

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