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Isaac Fullerton was one of the few livery stable owners who splurged on display advertising in Henderson's Directory. He specialized in cabs until he went out of business in 1892 or 1893. For more about landaus, clarences and coupes see Ham McMicken (6).
Source:
Henderson's City of Winnipeg Directory for 1890, facing page 254.
Winnipeg Cab History / 3
Livery Stables (2)
Livery stables had to pay a higher license fee than other types of stables. This created two classes of stables -- livery stables and all other stables.
In addition to livery service, a livery license allowed a stable owner to offer boarding, feed and/or sale stabling.
Conversely, boarding, feed and sale stables could offer any type of stabling service except livery service.
Grant McEwen identified one of the common hazards of the livery business: "Too often the horse which was fresh when taken from the barn, returned scratched, whip-marked and exhausted."
In order to protect their investment livery stables insisted on providing experienced drivers if the horsemanship of the customer was in doubt. This was typically the origin of the cab business in places like Winnipeg.
Many livery stable owners kept vehicles for hire but only a few, like Isaac F. Fullerton, made a specialty of the cab business (see ad at left).