A plaque remaining from the Big Apple Night Club at West 135th Street and Seventh Avenue in Harlem.

Above, a 1934 plaque from the Big Apple Night Club at West 135th Street and Seventh Avenue in Harlem. Discarded as trash in 2006.

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Entry from May 15, 2019
“We cater to cowards” (dentist office sign)

Many people are afraid of going to see a dentist. “We cater to cowards” is a sign at many dentist offices that has been printed on many images.

“We cater to cowards” was printed in the Lead Daily Call-Deadwood Pioneer-Times (Lead and Deadwood, SD) on January 6, 1975. “We Cater to Cowards and Chickens” was printed in The Arizona Republic (Phoenix, AZ) on September 29, 1975.

“We cater to cowards” began appearing in many newspaper advertisements across the United States in 1980 and 1981. There was a 1936 “We Cater to Cowards” citation in The Billboard (Cincinnati, OH) in 1936, but this did not involve dentistry.


25 April 1936, The Billboard (Cincinnati, OH), “‘Gloomy Sunday’ Tune Makes Him Ambitious,” pg. 11, col. 2:
TOLEDO, O., April 18.—One enterprising dealer’s efforts to sell “Gloomy Sunday” in his store brought police investigation the other day. Al Usher, the proprietor, splashed red paint on the sidewalk in front, the trail of artificial gore leading into the store. Skulls and daggers are painted on the display window.

“Suicide Cells in Our Basement,” reads one sign, and “We Cater to Cowards” reads another.

6 January 1975 Lead Daily Call-Deadwood Pioneer-Times (Lead and Deadwood, SD), “Backlog” by Camille Yuill, pg. 3, col. 3:
We know a gal who has been afraid of dentists for more years than we can count. But she admitted being considerably more relaxed about dental care when she noted her dentist had a sign posted on his door reading: “We cater to cowards” and under that in small print: “Please restrain your enthusiasm.”

29 September 1975, The Arizona Republic (Phoenix, AZ), Paul Dean column, pg. B1, col. 1:
TRYING TO SOFTEN the drill and mouthwash anxieties of dental patients is tougher than pulling hen’s teeth.

But Dr. Philip R. Skiba, 6619 N. 19th Ave., is attempting to extract some smiles from the sore-mouthed with this message across the top of his appointment cards.

“We Cater to Cowards and Chickens.”

30 October 1977, The Bakersfield Californian (Bakersfield, CA), pg. 42, col. 2 ad:
WE CATER TO COWARDS
(Dr. B. Kane.—ed.)

26 October 1978, Idyllwyld (CA) Town Crier, “Corner Post” by Rick Christian, pg. 3, col. 1 ad:
“Do you cater to cowards?” I asked the (dental—ed.) receptionist. She laughed, disarming me with a warm smile.

“Only cowards,” she assured.

30 April 1980, Kansas City (MO) Star, The Johnson County Star, pg. 36, col. 1:
“We Cater to Cowards”
(Doctors Otte, Klarfeld, Merriweather, Dye & Associates.—ed.)

2 June 1980, The Sun (Baltimore, MD), pg. C14, col. 4 ad:
DENT CARE
Dental Center
WE CATER TO COWARDS!

20 July 1980, Sunday Call-Chronicle (Allentown, PA), Bridal Book sec., pg. 33, col. 2 ad:
“We Cater To Cowards”
Family Dental Service

23 July 1980, Chino Valley News (Chino, CA), pg. 1, col. 1 ad:
WE CATER TO COWARDS
(Dr. Kirk Ryskamp.—ed.)

18 September 1980, Los Angeles (CA) Times, pg. 8W, col. 2 ad:
We Cater to Cowards
(Two dental offices are listed.—ed.)

19 April 1981, Detroit (MI) Free Press, The TV Book, pg. 54, col. 1 ad:
WE CATER TO COWARDS!
(Family Dental Centers.—ed.)

22 April 1981, Orlando (FL) Sentinel, The Little Sentinel, pg. 5, col. 1 ad:
We Cater to Cowards
(Andrew Greenberg, D,D,S,—ed.)

30 April 1981, Atlanta (GA) Constitution, pg. 14-A, col. 7 ad:
WE CATER TO COWARDS
(Alpha Family Dental Center.—ed.)

Google Books
Marketing for the Dental Practice
By Charles L. Milone, W. Charles Blair and James E. Littlefield
Philadelphia, PA: W.B. Saunders
1982
Pg. 120:
Afraid of the Dentist? We cater to cowards. For more comfortable visits to the dentist, see what we hove to offer.

Twitter
FREE
@missfree
Just leaving the dentist their motto is “we cater to cowards” thats me when
It comes to the dentist lmao!
But i have cleeeeeean teeth! Lol
11:15 AM - 16 Aug 2010

YouTube
WE CATER TO COWARDS
WeCaterToCowards
Published on Feb 19, 2012
Visit our website:  http://www.WeCatertoCowards.net
After 11 years of serving Long Island, we are proud to present our new Center Of Dental Excellence for Dental Implants, Cosmetic & General Dentistry under one roof.  Dr. Michael Kampourakis welcomes you to this state of the art facility located on Jericho Turnpike in Smithtown.
886 West Jericho Tpke Smithtown NY 11787
Call (888)631-Cowards or (631) 462-2810

Google Books
Understanding the Dentist
By Ishmael Bruce
Bloomington, IN: AuthorHouse
2017
Pg. ?:
It is unfortunate but I have heard and actually seen some dental offices which have this sign at the reception area – “WE CATER TO COWARDS”. This I feel is insensitive and disrespectful. Patients who are anxious about their dental work are NOT cowards.

Twitter
alisa
@dotsandhoops
just drove by a dentists office that has a sign that says Dentist Offisee and then it says something in korean and then under that in english it says “we cater to cowards”
3:40 PM - 9 May 2019

(Trademark)
Word Mark WE CATER TO COWARDS
Goods and Services IC 044. US 100 101. G & S: Dental and periodontal services. FIRST USE: 19801022. FIRST USE IN COMMERCE: 19801022
Mark Drawing Code (1) TYPED DRAWING
Serial Number 76504945
Filing Date April 7, 2003
Current Basis 1A
Original Filing Basis 1A
Published for Opposition November 4, 2003
Registration Number 2808408
Registration Date January 27, 2004
Owner (REGISTRANT) Michael Kampourakis, DDS PC PROFESSIONAL CORPORATION NEW YORK 886 West Jericho Turnpike Smithtown NEW YORK 11787
Attorney of Record MITCHAEL KAMPOURAKIS
Type of Mark SERVICE MARK
Register PRINCIPAL
Affidavit Text SECT 8 (6-YR). SECTION 8(10-YR) 20130703.
Renewal 1ST RENEWAL 20130703
Live/Dead Indicator LIVE

Posted by Barry Popik
New York CityWork/Businesses • Wednesday, May 15, 2019 • Permalink