Here are scans of photocopies (hence the poor quality) of four advertisements which appeared in the Prairie du Chien Courier on the dates indicated. Their sequence is illuminating - please scroll down to view all four.

The first one, for Loveland and Shoup (dated July 22, 1874 in the ad) appeared in the paper on October 6, 1874.

The second one (dated October 5, 1874 in the ad) appeared on October 13, 1874, and it says the partnership was already dissolved by October 5 when the first ad appeared.

Evidently, Alonzo then went into business with A. K. Graves, because by 1878 Graves had bought him out, with an announcement of that change, dated 1 Jan 1878, appearing on 5 Mar 1878.

Then, by 14 May 1878, the name changes! For whatever reason, this ad, dated March 12, 1878, is placed by a "M. R. LOVELAND." Alonzo's wife, Martha Royce Loveland, appears to have been operating the business in her name, while it was still being supervised by Alonzo. Did Alonzo and Martha reacquire the business from Graves, or did they open a competing pump and well supply company?