The collection mainly includes copies of newspaper clippings about the business and paid newspaper ads, 1937-1958.

Clippings and photographs of the “Major Bowes Amateur Hour” publicity campaign in La Crosse in 1938 are interesting and there are four 8” x 10” black & white photos of the campaign including an excellent view of the seven hundred block of Main Street.

Telegrams from De Soto and a newsletter about the Office of Price Administration’s (OPA) restrictions on selling passenger automobiles in 1942 during World War II hint at the limitations war-time industry faced.

Other materials include a few clippings about Elmer C. Low, a few early photographs including drawings of the De Soto (possibly the 1937 or 1938 model), and memorabilia. The memorabilia collection is eclectic but includes some Plymouth and De Soto ribbons and pins as well as Low business cards and other assorted items.

While there is a very little about the Low family in this collection, there are a few newspaper clippings, two photographs that Elmer C. Low took while working for Elsen & Neeland in 1929-1930, and a photo of Elmer and others in a car in 1924. According to the city directory, he was working as an insurance agent then.