DIRECTORIES OF HEREFORD - KELLYS and JAKEMANS

Before the invention of the Internet, there was the "Yellow Pages". Before the "Yellow Pages", there were a variety of local "directories" of information, of which the best known was "Kelly's", compiled and printed in London and distributed according to City or region. The excellent "Herefordshire History Project", run by Herefordshire Libraries, has digitised the Kelly's Directories of Hereford (and surrounds) for the years 1922, 1928 - 29, 1930-31, 1932-33, 1934-1935, 1937 and 1939, and this represents a veritable treasure trove of local information for the Hereford VBCW gamer (or roleplayer!). The Kelly's Directory for 1937 is HERE

The Kelly's Directories faced local competition. In Hereford, one such was "Jakeman's Golden Guide" to "the City, County and Wye Valley":

1937 Edition of Jakeman's Golden Guide.
The frontispiece features the newly created "Queen Elizabeth's Avenue"
by the Victoria Bridge. See HERE for more information.

"Jakeman's Golden Guide" was the creation of an entrepreneurial local printer and designer of 31 Church Street, as the back of the guide demonstrates:

The distinctive "Jakemans" sloped logo on the back of the 1937 Guide.
Only a 4 digit telephone number was necessary in those days !

A view of Church Street in the early 1950s, looking towards the Cathedral.
Jakemans distinctive sign can just be made out on the right at No.31
 (second sign at first floor level)

VBCW tourists and researchers visiting Hereford may be disappointed that Jakemans has now ceased to trade. No.31 Church Street is still there, however, with an architecturally unchanged frontage:

Change of use - Jakemans Printers Shop is now a cheese shop known as "The Mousetrap".
On the plus side for the VBCW tourist, its a very good cheese shop!