Toilet Paper History: How America Convinced the World to Wipe

iStock/sdominick
iStock/sdominick

Since the dawn of time, people have found nifty ways to clean up after the bathroom act. The most common solution was simply to grab what was at hand: coconuts, shells, snow, moss, hay, leaves, grass, corncobs, sheep's wool—and, later, thanks to the printing press—newspapers, magazines, and pages of books. The ancient Greeks used clay and stone. The Romans, sponges and salt water. But the idea of a commercial product designed solely to wipe one's bum? That started about 150 years ago, right here in the U.S.A. In less than a century, Uncle Sam's marketing genius turned something disposable into something indispensable.

How Toilet Paper Got on a Roll

The first products designed specifically to wipe one's nethers were aloe-infused sheets of manila hemp dispensed from Kleenex-like boxes. They were invented in 1857 by a New York entrepreneur named Joseph Gayetty, who claimed his sheets prevented hemorrhoids. Gayetty was so proud of his therapeutic bathroom paper that he had his name printed on each sheet. But his success was limited. Americans soon grew accustomed to wiping with the Sears Roebuck catalog, and they saw no need to spend money on something that came in the mail for free.

Toilet paper took its next leap forward in 1890, when two brothers named Clarence and E. Irvin Scott popularized the concept of toilet paper on a roll. The Scotts' brand became more successful than Gayetty's medicated wipes, in part because they built a steady trade selling toilet paper to hotels and drugstores. But it was still an uphill battle to get the public to openly buy the product, largely because Americans remained embarrassed by bodily functions. In fact, the Scott brothers were so ashamed of the nature of their work that they didn't take proper credit for their innovation until 1902.

"No one wanted to ask for it by name," says Dave Praeger, author of Poop Culture: How America Is Shaped by Its Grossest National Product. "It was so taboo that you couldn't even talk about the product." By 1930, the German paper company Hakle began using the tag line, "Ask for a roll of Hakle and you won't have to say toilet paper!"

As time passed, toilet tissues slowly became an American staple. But widespread acceptance of the product didn't officially occur until a new technology demanded it.

At the end of the 19th century, more and more homes were being built with sit-down flush toilets tied to indoor plumbing systems. And because people required a product that could be flushed away with minimal damage to the pipes, corncobs and moss no longer cut it. In no time, toilet paper ads boasted that the product was recommended by both doctors and plumbers.

The Strength of Going Soft

In the early 1900s, toilet paper was still being marketed as a medicinal item. But in 1928, the Hoberg Paper Company tried a different tack. On the advice of its ad men, the company introduced a brand called Charmin and fitted the product with a feminine logo that depicted a beautiful woman. The genius of the campaign was that by evincing softness and femininity, the company could avoid talking about toilet paper's actual purpose. Charmin was enormously successful, and the tactic helped the brand survive the Great Depression. (It also helped that, in 1932, Charmin began marketing economy-size packs of four rolls.) Decades later, the dainty ladies were replaced with babies and bear cubs—advertising vehicles that still stock the aisles today.

 By the 1970s, America could no longer conceive of life without toilet paper. Case in point: In December 1973, Tonight Show host Johnny Carson joked about a toilet paper shortage during his opening monologue. But America didn't laugh. Instead, TV watchers across the country ran out to their local grocery stores and bought up as much of the stuff as they could. In 1978, a TV Guide poll named Mr. Whipple—the affable grocer who implored customers, "Please don't squeeze the Charmin"—the third best-known man in America, behind former President Richard Nixon and the Rev. Billy Graham.

Currently, the United States spends more than $6 billion a year on toilet tissue—more than any other nation in the world. Americans, on average, use 57 squares a day and 50 lbs. a year.

Even still, the toilet paper market in the United States has largely plateaued. The real growth in the industry is happening in developing countries. There, it's booming. Toilet paper revenues in Brazil alone have more than doubled since 2004. The radical upswing in sales is believed to be driven by a combination of changing demographics, social expectations, and disposable income.

"The spread of globalization can kind of be measured by the spread of Western bathroom practices," says Praeger. When average citizens in a country start buying toilet paper, wealth and consumerism have arrived. It signifies that people not only have extra cash to spend, but they've also come under the influence of Western marketing.

America Without Toilet Paper

Even as the markets boom in developing nations, toilet paper manufacturers find themselves needing to charge more per roll to make a profit. That's because production costs are rising. During the past few years, pulp has become more expensive, energy costs are rising, and even water is becoming scarce. Toilet paper companies may need to keep hiking up their prices. The question is, if toilet paper becomes a luxury item, can Americans live without it?

The truth is that we did live without it, for a very long time. And even now, a lot of people do. In Japan, the Washlet—a toilet that comes equipped with a bidet and an air-blower—is growing increasingly popular. And all over the world, water remains one of the most common methods of self-cleaning. Many places in India, the Middle East, and Asia, for instance, still depend on a bucket and a spigot. But as our economy continues to circle the drain, will Americans part with their beloved toilet paper in order to adopt more money-saving measures? Or will we keep flushing our cash away? Praeger, for one, believes a toilet-paper apocalypse is hardly likely. After all, the American marketing machine is a powerful thing.

This article originally appeared in mental_floss magazine. Toilet paper image courtesy of Cary Norton.

5 Weird American Cemetery Legends

iStock/grandriver
iStock/grandriver

These strange, spooky cemetery tales of vampires, ghosts, and bloody headstones will keep you up at night. (If you're not too scared, add them to your next cemetery road trip, and keep this guide of common cemetery symbols handy for when you visit.)

1. The Vampire of Lafayette Cemetery

Perhaps it's not surprising that a grave with "born in Transylvania" etched on it would invite vampire comparisons. Local legends say that a tree growing over this grave in Lafayette, Colorado, sprung from the stake that killed the vampire inside, and that the red rosebushes nearby are his bloody fingernails. There are also reports of a tall, slender man in a dark coat with black hair and long nails who sometimes sits on the tombstone. It's not clear what the man who bought the plot—Fodor Glava, a miner who died in 1918—would have thought of all these stories, especially since he might not have actually been buried there.

2. The Green Glow of Forest Park Cemetery

The abandoned Forest Park Cemetery (also known as Pinewoods Cemetery) near Troy, New York, is known for several urban legends. One of the strangest concerns local taxi drivers, who say they pick up fares nearby asking to go home, only to have the passenger mysteriously vanish when they drive by the cemetery. Others tell of a decapitated angel statue that bleeds from its neck—although the effect may be attributed to a certain kind of moss. But one of the eeriest parts of the grounds is a dilapidated mausoleum said to be home to a green, glowing light often seen right where the coffins used to be located.

3. The New Orleans Tomb That Grants Wishes

Famed "Voodoo Queen" Marie Laveau is buried in arguably the oldest and most famous cemetery in New Orleans, St. Louis Cemetery No. 1. (Or said to be, anyway—some dispute surrounds her actual burial spot.) For years, visitors hoping to earn Marie's supernatural assistance would mark three large Xs on her mausoleum; some also knocked three times on her crypt. However, a 2014 restoration of her tomb removed the Xs, and there's a substantial fine now in place for anyone who dares write on her tomb.

4. Pennsylvania's Bleeding Headstone

The Union Cemetery in Millheim has one of the nation's weirder headstones: It's said to bleed. The grave belongs to 19th-century local William (or Daniel) Musser, whose descendants tried to replace the tombstone repeatedly, but the blood (or something that looked like blood) just kept coming back—until they added an iron plate on top.

5. Smiley's Ghost in Garland, Texas

A single plot in the Mills Cemetery is home to five members of the Smiley family, who all died on the same day. Rumor has it that if you lie down on the grave at midnight (especially on Halloween), you'll find it very difficult to rise back up, as the ghost of old man Smiley tries to pull you down, hoping to add one more member to the family's eternal resting place.

16 Soothing Facts About Muzak

Keith Brofsky/iStock via Getty Images
Keith Brofsky/iStock via Getty Images

Whether you know it as background music, elevator music, or, as Ted Nugent once called it, an “evil force causing people to collapse into uncontrollable fits of blandness,” Muzak has ruled speakers for the better part of a century. Press play on your favorite easy-listening album and scroll on for some unforgettable facts about the most forgettable genre of music.

1. Muzak is a brand name.

Much like Chapstick, Popsicle, and a certain type of vacuum-sealing plastic food container, Muzak is a registered trademark. It began as the name of the company that first produced the easy-listening instrumental tunes that played in factories, elevators, and department stores. As its popularity grew, people started to use Muzak as a generic term for all background music.

2. Muzak was invented by a U.S. army general.

Major General George Owen Squier
Library of Congress // Public Domain

During World War I, Major General George Owen Squier used electrical power lines to transmit phonograph music over long distances without interference. He patented this invention in 1922 and founded Wired Radio, Inc. to profit from the technology. The company first devised a subscription service that included three channels of music and news and marketed it to Cleveland residents for $1.50 per month. When Squier and his associates realized their product was a little too close to regular (free) radio, they started pitching it to hotel and restaurant owners, who were more willing to pay for a steady broadcast of background music without interruptions from radio hosts or advertisements.

3. The name is a portmanteau of music and Kodak.

In 1934, Squier changed the name of his business from Wired Radio to Muzak, combining the first syllable of music with the last syllable of Kodak, which had already proven to be an extremely catchy, successful name for a company.

4. Muzak has been releasing instrumental covers of pop songs since its inception.

The first-ever original Muzak recording was an instrumental medley of three songs performed by the Sam Lanin Orchestra: “Whispering,” by John and Malvin Shonberger, “Do You Ever Think of Me?” which was covered by Bing Crosby, and “Here in My Arms,” by Lorenz Hart and Richard Rodgers from the 1925 Broadway musical Dearest Enemy.

5. Muzak was briefly owned by Warner Bros.

The sound of Muzak was wafting across the country by the end of the 1930s, which caught the ears of Warner Bros. The company bought Muzak in 1938, fostered it for about a year, and then sold it to three businessmen: Waddill Catchings, Allen Miller, and William Benton (Benton would later publish the Encyclopaedia Britannica and serve as a U.S. senator for Connecticut).

6. Muzak was designed to make factory workers more productive.

Muzak manufactured soundtracks, based on a theory called “stimulus progression,” that consisted of 15-minute segments of background music that gradually ascended in peppiness. The method was meant to tacitly encourage workers to increase their pace, especially during the productivity lulls that often occurred during the late morning and mid-afternoon.

7. Muzak helped calm anxious elevator passengers.

Since more advanced electric elevators diminished the need for elevator operators in the mid-20th century, passengers were often left alone with an unsettling silence that made them all too aware that they were hurtling upward or downward in a steel box. Soft, calming Muzak played through speakers offered the perfect distraction.

8. There’s a reason Muzak's tempo is slower in supermarkets.

Just like factory workers might move faster while listening to fast-paced tracks, you might slow down while shopping to slower-tempo Muzak—which is exactly what supermarket owners want you to do. The more time you spend in a store, the more likely you are to toss a few extra snacks in your cart. (It's unclear whether the slower music might inhibit the productivity of supermarket workers.)

9. More than one U.S. president endorsed Muzak.

Muzak was installed in the White House during Dwight D. Eisenhower’s administration, but he was arguably only the second biggest presidential fan of the genre. Lyndon B. Johnson actually owned Muzak franchises in Austin while serving as a U.S. Senator from Texas.

10. Andy Warhol was also a fan of Muzak.

Andy Warhol
Graham Wood/Evening Standard/Hulton Archive/Getty Images

Pop culture aficionado Andy Warhol supposedly said, “I like anything on Muzak—it’s so listenable. They should have it on MTV.”

11. Ted Nugent offered to buy Muzak for $10 million to “shelve it for good.”

In 1986, the Whackmaster put in a bid to purchase Muzak from parent company Westinghouse just to shut it down. According to the Ottawa Citizen, he called it an “evil force” that was “responsible for ruining some of the best minds of our generation.” Westinghouse rejected the bid.

12. Muzak didn’t formally introduce vocals until 1987.

As part of a rebranding campaign to modernize Muzak, the company started adding voice-accompanied tunes in 1987. Before that, Muzak broadcasts had only featured voices twice. The first was an announcement that Iran had freed American hostages in 1981, and the second was as part of a worldwide radio broadcast of “We Are the World” in 1985.

13. 7-Elevens blared Muzak in parking lots to chase off loiterers.

7-Eleven storefront at night
Mike841125, Wikimedia Commons // Public Domain

In 1991, 7-Eleven parking lots in Southern California became well-trafficked watering holes for youth who evidently had no place else to go. To deter them from loitering with skateboards, beer, and lots of teen angst, the stores blared Muzak—and it worked. “It will keep us away,” one young loafer told the Los Angeles Times. “But they’re torturing themselves more than us because they have to sit inside and listen to it.”

14. Seattle is the capital of Muzak.

Though it's well known as the birthplace of grunge, Seattle also had a thriving elevator music scene. Muzak based its corporate headquarters there in the 1980s, and three other leading background (and foreground) music corporations opened in the city over the years: Yesco Foreground Music, Audio Environments Inc., and Environmental Music Service Inc.

15. Kurt Cobain wanted Muzak to cover Nirvana songs.

When an interviewer told the Seattle-based rock star that Muzak didn’t recreate Nirvana tracks because it found them too aggressive for its purposes, an amused Cobain said, “Oh, well, we have some pretty songs, too. God, that’s really a bummer. That upsets me.”

16. It’s no longer called Muzak.

In 2013, an Ontario-based sensory marketing company called Mood Media acquired Muzak. The company, which provides music, smells, signs, lights, and interactive displays to businesses to achieve a certain mood, consolidated all of its services under the Mood brand, effectively killing the Muzak name (at least officially).

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