It appears to be an sign for an upcoming sporting event between Lodi and Sharon Center (20 miles away). Westfield is about halfway between the two.
I find references to H.S. Elliott - funeral director - as far back as 1923 and as late as 1945. Lodi Lumber Co. started in 1889 and was still in business in 2014. Maybe today. I didn't check.
From the 3 digit phone numbers in the ads, I'd guess 1930's or 40's. 1932, 1937 and 1943 had a Friday, January 29th.