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!”

Published by

Steve Cichon

Steve Cichon is a proud Buffalonian helping the world experience the city he loves. writing about the people, places, and ideas that make Buffalo unique and special. The storyteller and historian has written six books, worn bow ties since the 80s, and is the News Director at WECK Radio. A 25 year Buffalo media veteran, Steve's contributed more than 1400 Buffalo History stories to The Buffalo News, worked at WIVB-TV, Empire Sports Network, and spent ten years as a newsman and News Director at WBEN Radio. He's also put his communication skills to work as an adjunct professor, a producer of PBS documentaries, and even run for Erie County Clerk. Steve's Buffalo roots run deep: all eight of his great-grandparents called Buffalo home, with his first ancestors arriving here in 1827.