Sattler’s 998: The jingle that built a department store

By Steve Cichon
steve@buffalostories.com
@stevebuffalo

This week, we’re taking a look at some of Buffalo’s iconic jingles, and there aren’t many more iconic than the one that ends with “9-9-8 Broadway!”

Sattler’s closed 36 years ago, yet we still know the address by heart. While the jingle indeed helped Buffalo remember that now iconic address, more than that, without the jingle– we might not have known Sattler’s at all.

Sattler’s from a 1954 ad.

Despite decades of heavy print advertising and growing from a single store front to an entire block across from the Broadway Market, Sattler’s couldn’t seem to bust through as much more than a neighborhood Broadway/Fillmore store.

Ad for Lanny & Ginger Grey’s studio, 1947

In 1941, Lanny and Ginger Grey– singers in New York City– wrote the first advertising jingle ever for a department store for Sattler’s. There were different versions, but they all ended in those five syllables that are permanently etched into the memories of generations of Buffalonians, “nine-nine-eight Broad-WAY!”

The radio singing commercials did something that years of print ads just could do. People from all over Buffalo, especially more elusive wealthy customers, started shopping 998, where they were buying everything from canaries to thuringer sausage to mink coats at Sattler’s.

In 1948, the Sattler’s store was completely rebuilt, complete with escalators and air conditioning. Sattler’s executives called called it “the store that jingles built.”

Those iconic jingles were filled Buffalo’s airwaves in 1950, playing 102 times a week on WBEN, WGR, WKBW, WEBR and WBNY.

Sattler’s was at the cutting edge of over-the-top, cutting edge, marketing and self-promotion.

It was tough to listen to the radio for any extended period of time without being reminded to “shop and save at Sattler’s, 998 Broadway!”

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Steve Cichon

Steve Cichon writes about Buffalo’s pop culture history. His stories of Buffalo's past have appeared more than 1600 times in The Buffalo News. He's a proud Buffalonian helping the world experience the city he loves. Since the earliest days of the internet, Cichon's been creating content celebrating the people, places, and ideas that make Buffalo unique and special. The 25-year veteran of Buffalo radio and television has written five books and curates The Buffalo Stories Archives-- hundreds of thousands of books, images, and audio/visual media which tell the stories of who we are in Western New York.