Few of the businesses mentioned in the ad pages exist any longer. Many were family businesses, often owned and operated by the parents of Godwin students, or, in many cases, by Godwin graduates. Many existed for decades, only to fold under the pressure of malls and chains in the 1960s and later, which could offer bigger selections and lower prices. As two car families became more common, and everyone's mobility increased, people were increasingly less prone to shop in their own neighborhoods.