ge gp > ere ag Ree port OF The Mayor’s Billboard Advertising Commission OF THE City of New York fo WG US cite lees Os ].5 ROBERT GRIER COOKE, Chairman No. 542 Fifth Avenue ALBERT S. BARD, Secretary No. 25 Broad Street REGINALD P. BOLTON INGALLS KIMBALL HENRY W. SACKETT WALTER STABLER EDMUND B. WELLS « .7 ‘ , , * - a 7 t 5 , , bes ft not bn a - 3066-13-1000 MB. BROWN PRINTING BINDING PART, XVII. J CONTENTS. PAGE. Suninary Of Work and 17 recommendations .¥.. oi de. oes ee 5 General Review of the Extent of the Outdoor Advertising Dali sree Ae ante, SMe etn SEP o Puig amy Sap aw «0 13 Aesthetics and the Constitution. Arguments covering recom- mendations 1, 2 and 3. Review of judicial decisions.... 22 Public Health and Morality. Conditions to be remedied by TISC HATS TG EIS eg BSCS ee Badal ne aire: tera 44 Public Safety. Conditions involved in recommendations 6, 7, ee LOE HESS. Pvc is EN i Boh sect hae Sirs Rt iio ee, eae oe ee 47 Transit Line Conditions, covering recommendations 12 and 13. 51 Administrative Machinery. Conditions to be remedied by CIMT G ati OUes D4 ANC ed yaaa eee, earls at ok w cacte ea 56 Local Option. Argument to support recommendation 16...... 62 Regulation by Taxation. Review of attempted legislation. WECOMIICH UAL OUS iy pants se ware hs AY Way oo aka. aot: ie O5 Municipal Regulations in New York and Other American ETE L eS! pies SSA gs awl i” RS eet A AR eR aS 70 State Regulation (New York, Connecticut, Massachusetts, CI ae meee ee oer Pe ete te a WS wo ae Alba 74 iStehye fg ehlidetand’ Cu repeicn gy ekg ye ne NET RR ei aR rat ge te ee ee 76 Proposed Ordinances, embodying recommendations of this ri 8/8 Nm ease 5 we Near nas) Ra Prods eZ teh Loa a CPR are pee oe a 81 Proposed Statute, embodying recommendations of this report.. 88 Proposed Constitutional Amendment, embodying recommenda- PAO IES pUlie Li 1S COP OLE SMe A ee ie aad. Ate te ret 95 Existing Statutes and Ordinances to be considered in drafting Newuteculations sor-New sy ork City 0. ee Pde 96 ERUSet rel Gils: Ole EXIStINO CONMITONSY ue ini Bolts Cis asthe, 111 i= d e ro ” . , ie Rati A REPORT PARTAL SUMMARY OF WORK AND CONCLUSIONS. The Honorable Witt1am J. Gaynor, Mayor of The City of New York: Sir—In November, 1912, your Honor informally appointed the under- signed Billboard Advertising Commission and on December 24, 1912, charged them with their duties in offical letters of appointment as follows: City or NEw York, OFFICE OF THE Mayor: Know all men by these presents, that I, William J. Gaynor, Mayor of New York, do hereby appoint Robert Grier Cooke, Chairman, Albert S. Bard, Reginald P. Bolton, Ingalls Kimball, Henry W. Sack- ett, Walter Stabler, Edmund B. Wells, to constitute The Mayor’s Billboard Advertising Commission, and request them to look into the matter of advertising in New York City by means of billboards, sky- signs and kindred devices, and to report to the Mayor thereon with their recommendations. In witness whereof I have hereunto set my hand and affixed the seal of office this twenty-fourth day of December, one thousand nine hundred and twelve. W. J. GAYNOR, Mayor. (SEAL oF THE City oF NEw York.) The Commission first met soon after its informal appointment in No- vember, 1912, and during the past eight months has held many open meetings and executive sessions, besides doing a great deal of work individually be- tween these meetings. Our aim has been to elicit by oral testimony, corres- pondence and the study of documents, evidence bearing on all phases of the subject of out-door advertising; and at the outset we desire to acknowledge the valuable assistance received from officials representing the Departments of Police, Fire, Health and Taxes and Assessments, the Bureaus of Build- ings, Highways and Street Encumbrances in the various Boroughs, the of- fice of the Corporation Counsel and the Public Service Commission of the First District, also from various artistic and civic societies, representatives 5 of the outdoor advertising business, and many individuals. The Commis- sioners of Accounts have been especially helpful. We are also especially in- debted to Dr. Edward Hagaman Hall, Secretary of the American Scenic and Historic Preservation Society, whose familiarity with the subject has been of great service, for assistance in drafting our report. We have also had the benefit of two recent official contributions to the subject, namely, “A Report on an Investigation of Billboard Advertising in New York City,” by Mr. Raymond B. Fosdick, then Commissioner of Accounts, made to your Honor under date of August 27, 1912; and the “ Report of the Commission on New Sources of City Revenue,’’* made to your Honor as Chairman of the Board of Estimate and Apportionment under date of January 11, 1913. To these reports we shall refer more fully hereafter. The situation leading to this investigation has developed so gradually and efforts for its control have been beset with so many complications that it has been allowed to grow up practically unrestrained until it has reached such proportions that the most serious efforts are now needed to bring it under regulation. 7 All advertising may be classified in three general categories: (1) advertise- ments printed in newspapers and periodicals, (2) circulars distributed by mail or some other medium to the individual reader, and (3) advertisements which are displayed in public places and vehicles, and which, for the pur: poses of this report, are called outdoor advertising. With the first two of these classes we have nothing to do, for it is to be observed that while their subject matter may be the same as that of the third class, the manner by which these advertisements are brought to the attention of the reader is tadically different. It is entirely optional with a person whether he will read advertisements in newspapers and circulars; but an outdoor advertise- ment is thrust upon his attention whether he will or not, and therein lies the first ground of objection. In the next place, the structures upon which a large proportion of outdoor advertisements are erected lend themselves to the creation of physical dangers and nuisances which do not accompany peri- odical or circular advertising. In the respects mentioned, outdoor advertis- ing so intimately affects the public welfare that its governmental regulation appears to be entirely justifiable in the interest of the greatest good to the greatest number. Indeed, to fail to restrain and regulate it is to abandon our communities to serious evils. In the history of commerce, outdoor advertising antedates the employ- ment of the printing press. The hand-made placard or sign upon a place of business is an ancient device for announcing wares for sale or soliciting patronage ; but until well into the last century outdoor advertising went little further, and if it were kept within those bounds today, there would be no complaint. In the course of time, a few manufacturers, particularly of pat- ent medicines, began to utilize fences, rocks, the sides and roofs of barns and * The members of the Commission on New Sources of City Revenue were Mr. Edgar J. Levey (now deceased), Chairman; Mr, Robert B. McIntyre, Secretary; and Messrs. Joseph French John- son, William Jay Schieffelin, F, S. Tomlin and Robert S. Binkerd. 6 other eligible surfaces in the country to advertise their products; and bill- boards for miscellaneous advertisements were erected in towns at a com- paratively few places in each. Such was the moderate, though in some re- spects undesirable, condition of affairs when the individual manufacturer or dealer erected his own outdoor advertisements. But with the organiza- tion of great concerns which do not deal in the commodities advertised, but whose sole occupation: and source of revenue are the outdoor advertising business, this form of advertising has grown with startling rapidity to enor- mous proportions; and, aided by electrical and mechanical discoveries and inventions, has assumed not only an astonishing variety of form, but has also become independent of sunlight, so that the wayfarer or citizen cannot now escape their importuning by day or by night. The ubiquity of these advertisements is an aggravating phase of the situ- ation. They are no respecters of place. They are not confined to the unimproved tracts and rubbish yards on the outskirts of the City. On the contrary, they are thrust into the finest vistas which our public places present. Beautiful churches,~ fine public buildings, monumental private structures, park spaces upon which the wealth of generations has been lavished, superb river views, are confronted and environed by enormous, unsightly and at times disgusting billboard advertisements, which neutralize the effects produced by the exercise of our finest genius and the expendi- ture of vast sums of money, and rob the people of their rightful heritage of natural beauty. That such structures have an undesirable effect on the orderly growth of the City, and are an injury to property values in their neighborhood, is in- creasingly evident. The report of the Commission on New Sources of City Revenue already referred to says (p. 5): “In many important parts of the City there is a strong tendency to secure the publicity income and to postpone the full utilization of the land on which billboard taxpayers and electric signs are erected. The erection of such structures also has an injurious effect upon ad- joining realty values and constitutes, in many cases, a real nuisance.” Were there no other reasons for regulation, we believe that the legislative power of the government should be called upon to impose restraints to which this business will not voluntarily submit. But there are further rea- sons of a physical nature which emphasize this need. The evidence goes to show that some kinds of outdoor advertising structures—roof-signs, hang- ing-signs and billboards—are dangerous to life and limb; that billboards in particular increase the fire risk of the neighborhood, afford cover for im- moral practices, encourage the commission of unclean nuisances, afford con- cealment for the collection of rubbish, filth and garbage, and, promote the propagation of flies and the spread of disease; that billboards in the subway and elevated stations interfere in many cases with the free use of the plat- forms, confuse the sight and prevent the recognition of the station signs; 7 and that illuminated signs, and flashing signs in particular, in some localities interfere with sleep in neighboring hotels and private residences. This situation is not confined to the City of New York, but exists in every large city in the country, and for several years the public demand for its amelioration has been growing in insistence. Foreign countries, as we shall point out more fully in another part of this report, have dealt radically with this subject; but largely on account of our different system of government in the United States, our different laws and jurisprudence, and the slowness with which the growing popular sentiment on the subject finds its way into our constitutions and judicial decisions, the effort to regulate the billboard nuisance in American cities has met with only a moderate degree of success. 3 One important conclusion with respect to outdoor advertising in New York City to which our investigation has led us is that the fullest and most satisfactory handling of the billboard situation cannot be attained until the State constitution has been so amended as to give unequivocal warrant to the legislature and the courts to regulate billboard advertising on the ground of public beauty. When courts hold, as in a case in Massachusetts, that it is lawful to raise money by taxation and to spend public moneys for aesthetic ends, but that the right of an individual property owner to mar those same aesthetic.ends cannot be taken from him without compensation, it is apparent that the courts of this country find themselves in a dilemma from which—in the absence of a radical change of heart on the part of the judiciary—only a constitutional remedy can relieve them. We believe that the time has arrived in this State when public sentiment will warrant writing the word “ beauty” into the constitution. Until that desideratum is attained, however, much can be done under existing laws and ordinances, and more can be accomplished under new laws and ordinances which we shall suggest. Our recommendations concerning ends to be attained and the measures necessary for attaining them are briefly as follows, a fuller statement con- cerning each being given in other parts of this report. | RECOMMENDATIONS. 1. We recommend the prohibition of all outdoor advertising struc- tures (but not shop signs, advertisements in vehicles and the like) on or in the immediate neighborhood of parks, squares, public buildings, boule- vards and streets of exceptional character and in other places of special beauty or sentiment, as wholly incongruous with and detrimental to the locality. This is to include the case where an advertising structure obstructs | a fine view. As a means to that end, we recommend a constitutional amendment, covering broadly the whole question of aesthetics as a legitimate basis for 8 regulation by statute or ordinance. (See Part III, near end; also Part XV.) Meanwhile every billboard on any city park should instantly be removed by the Park Commissioner having jurisdiction. They are illegal (oO 2A). 2. We recommend the suppression by censorship of objectionable adver- tising—not only that which passes the limits of decency (already illegal) but also that which is vulgar by reason of its subject matter or mode of presentation. Often the difference would be merely one of degree. For administrative convenience the censorship here suggested would naturally include what is already illegal as well as what is now unreached by law. Fully to attain this end, there is need of the constitutional amendment previously recommended. (See Part III, near end.) 3. In addition to the suppression by censorship of the indecent and vul- gar, we recommend the regulation by censorship, on artistic or aesthetic grounds, of the appearance of such advertisements as are permitted to be displayed. (See also recommendation 13.) As under the preceding heads, a constitutional amendment is necessary. (See Part III, near end.) 4, We recommend the regulation of the immediate neighborhood of billboards so as to prevent the accumulation of filth and rubbish, the exist- ence of unsanitary conditions, and the commission of offenses against decency and morality. | We recommend (a) that the Board of Health adopt amendments to the Sanitary Code making it more stringent in its requirements concerning the public health; (b) in particular we recommend that said Board adopt an amendment explicitly imposing upon those who occupy vacant lots with billboards or other advertising structures the same responsibility for sani- tary conditions as the owner (see Part XIII for our suggested amendment) ; and (c) that both the Department of Health and the Police Department increase their efficiency in dealing with such nuisances and crimes, (See tea el AD 5. We recommend the prohibition of large or flashing electric light signs in or near residential districts as interruptions to rest and repose, and, if found necessary, the regulation of the hours of their display in the neigh- borhood of hotels, hospitals and other places where they disturb sleep. We recommend that the Board of Health adopt an amendment to the Sanitary Code clearly covering this annoyance. (See Part IV; also, for our suggestion for such an amendment, Part XIII.) 6. We recommend the elimination of fire and wind hazards by appro- priate building requirements as to the material, construction and location of signs. This may be effected by an ordinance amending the Building Code. (See Part V; also recommendation 9 below; also our suggested ordinance to amend the Building Code in Part XIII.) 7. We recommend the prohibition of roof-signs (posters and bulletins) in residential districts and their prohibition elsewhere except on fireproof buildings. To accomplish this we recommend an ordinance amending the Building Code. (See paragraphs 7 and 9 of the amendments to the Building Code proposed in Part XIII.) S. We recommend the prohibition of advertisements fastened across the face of buildings and covering windows or doors; also of advertisements fastened with the lower edge along the wall and the upper edge along the cornice. For this, an ordinance amending the Building Code will suffice. (See paragraph 8 of such proposed amendments, Part XIII.) 9. We recommend that all outdoor advertisements and advertising structures be limited in size, wherever placed and however constructed. Until a constitutional amendment warrants the foregoing restriction on aesthetic grounds we recommend action by the Board of Aldermen amend- ing the Building Code so as to provide the restriction on grounds of safety and sanitation. (See Part V; also recommendation 6 above; also our sug- gested amendment to the Building Code, Part XIII.) _ 10. Until the environment of parks and notable street and landscape views can be fully protected by constitutional means against disfigurement by billboards, as suggested in our first recommendation, we recommend that the situation be controlled so far as possible by refusing to the owner of the property occupied by an offending billboard or other sign the privilege (which is not a right) to occupy any part of the street outside of his build- ing line. This will pro tanto make for safety also meanwhile. For that purpose we recommend an ordinance making the occupation of any part of a street beyond the building line conditional upon compliance with such sign restrictions as may be established by the Board of Aldermen. (See paragraphs 16 and 19 of the suggested amendments to the Building Code, Part XIII.) 11. We recommend that the occupation of a street or any other public place (other than transit stations) by any advertising structure be prohibited, excepting, in proper cases, by signs relating to business conducted on the premises, and, on construction bridges over sidewalks, temporary signs of owners, occupants and builders. (See also recommendation 13.) We recommend an ordinance for this purpose. (See paragraphs 12 and 17 of the suggested amendments to the Building Code, Part XIII.) 10 12. We recommend that the occupation of transit stations for adver- tising purposes be regulated so as to permit the easy identification of sta- tions, to prevent the obstruction of light, air and traffic passage-ways, and to prevent the disfigurement and mutilation of public property. We recommend that the Public Service Commission for the First Dis trict exercise its powers of regulation over the subways and elevated roads in this city to the fullest extent to prevent existing abuses. (See Part VI.) 18. We recommend (a) the general prohibition of advertisements on the outside of omnibuses and of surface, subway and elevated cars (not including, however, destination signs of museums, amusement resorts and the like). Such outside signs are already prohibited in Manhattan. (See Part III, Fifth Avenue Coach Co. case.) When an advertisement censor- ship is possible, we recommend (b) the regulation of advertising within such public vehicles and cars, and incidentally the regulation of advertise- ments upon the outside of private vehicles, vessels, perambulating sign- boards, etc. (See recommendations 2 and 3.) As to (a) we recommend the adoption by the Board of Aldermen of a general ordinance substantially like Manhattan Ordinance, Section 41, set forth in Part XVI. (b) As to perambulating signboards and “ sandwich men,” we now recommend either an extension of the conditions which are sometimes attached to permits therefor, or, better yet, that the Board of Aldermen refrain from granting further permits for such forms of adver- Risin toceyrattey .) 14. We recommend (a) co-operation between departments having con- current or overlapping powers to deal with these subjects; and. (b) the transfer from the City Clerk to the several Bureaus of Buildings of the duty of issuing licenses and collecting license fees for what are termed “electric signs ” (overhanging the sidewalks). Co-operative action by heads of departments and Borough Presidents with a view to co-ordinating their functions is sufficient for (a). (See Part VII.) For (b) an amendment by the Board of Aldermen to the “electric sign” ordinance included in Part XVI below is necessary. Prop- erly it should be in the Building Code. 15. We recommend (a) that the Bureau of Buildings in each borough establish a system of record of all signboards or sign structures of every description in its borough; (b) that as a part of that system the erection of any such signs or sign structures without a permit from the Bureau of Buildings be forbidden;.(c) that the duties of the Bureau of Encumbrances be confined to the removal of illegal signs or structures reported to and condemned by the Bureau of Buildings; (d) that the Police Department be charged with authority to require the exhibition of permits for the con- struction of signs and sign structures in the same manner as in the case of street openings or the erection of buildings; (e) that the Police Department 11 report systematically to the respective Bureaus of Buildings as to signs under construction, the production of permits and conditions in the neighbor- hood of signs; and (f) that wilful violations of the Building Code, at least as to advertising signs, be made a misdemeanor, as are wilful violations of the Sanitary Code. For this purpose we recommend that the Board of Aldermen adopt an ordinance amending the Building Code with respect to (b) and (d); that the legislature amend the City’s Charter as to (f); and that the Mayor and Borough Presidents give the necessary directions to the Police Department and their respective Bureaus with respect to (a), (c) and (e). (See Part VII; also paragraphs 4 and 13 of our suggested amendments to the Building Code, Part XIII; also recommendation 4 above.) 16. We recommend that local option be given to localities within the city to determine whether they will prohibit outdoor advertising within their limits. And for that purpose we recommend such legislation as will permit local sentiment to be determined and become effective upon a majority vote of the property holders or residents. (See Part VIII.) 17. We recommend the imposition of a graded excise tax upon the business of outdoor advertising. To provide for this, we recommend the enactment of a statute by the Legislature, adding a new article to the Tax Law. (See Part IX; also Part XIV where will be found the draft of a bill.) This Commission can hardly guarantee that the ingenuity of advertis- ers will not in the future require additions to this list, but were communi- ties free to adopt a system of control which should include all the items on this list, we think the objections to outdoor advertising as now conducted would largely disappear. Having thus submitted our recommendations in brief, we will now en- large upon them and give more fully the reasons for them. PAK TeiT: THE EXTENT OF THE OUTDOOR ADVERTISING BUSINESS. As a foundation for the fuller discussion of the subject concerning which we have made a brief statement in the foregoing part, we may give an idea of the extent of the outdoor advertising business in New York City. New York City has probably more billboards, roof signs and illuminated advertising signs than any other city in the world; for while we are still second to London in population, yet in the absence of certain limitations which the English impose on outdoor advertising and in the presence of our greater commercial enterprise, our city of 5,200,000 population, cover- ing an area of 316 square miles, appears to have gone to greater lengths in the outdoor advertising business than any other city in existence. The outdoor advertising business may be divided into the following principal classes: 1. Ordinary shop signs advertising business done on the premises. b 2. Large painted “wall signs” on the faces and sides of buildings. 3. Billboards, or fences, at the street level. These are used both for posters and for painted “ bulletins.” Some are and some are not illumina- ted at night with electric lights. 4. Roof-signs or “sky-signs,’ for posters, or painted “ bulletins.”’ These are very generally illuminated at night. 5. Electric signs, of various sizes, some intermittent or flashing, rang- ing from the modest shop sign to the enormous devices erected on blank walls and roofs. . 6. Billboards and posters in transit stations and public vehicles. 7. Perambulating signs, “sandwich men,” etc. We have no means of measuring the extent of all of these classes of advertisements, but we have data about some of them. The rate at which billboards of the third class are erected in the city is indicated by statistics furnished to the Commission on New Sources of City Revenue by the Borough Presidents. 13 In Manhattan Borough from January 1 to November 30, 1911, the Bureau of Buildings received applications for permits to erect billboards, as follows: Number ais Number of of Signs Area, Approved Applications. Applications. or Fences. Sq. Feet. Wood fences not over 10 feet high.......... 31 34 36,834 Fences over 10 feet high and not over 20 feet.. 13 Zh 43,976 Fences, ‘angle “iron, -23¢ 16¢t igi... ee 3 3 15,042 Signs .on:roof not, over*50\ feet highs. aucune ca 78 83 106,426 Signs: on'root over 80. feet high.. x 8 Hird [esjusD survey ‘syoo0lg oA SuIpug}xy SUZIS JO MAA V J99T4S PZOT puv onusay yYyIq jo 1auI09g “ad °N 120 SJUIWISTIVAPY JO ssvig IZNS 9y) 20S YISOT pue snusAy YyYyIY N YlVq [esju9Dg 0} souvju_q oy} o}soddO ‘j9011g YIOTT pue enusAY YA sc aN (Sy i Peis. DQ : Me, : a VV SEH t t t aa 122 Aun Ss MRE conneareptennentneoniiey Sa Central Park West and 62d Street, Adjoining Century Theatre Double-deckers Opposite Central Park, Fifth Avenue and 103d Street 123 In West 177th Street, Billboard Outside the Building Line. Notice the Litter x ES Ris BH * see Fifth Avenue and 109th Street 124 Rear coher nena BIBS ty Entrance to Central Park at 110th Street, Lenox Avenue and St. Nicholas Avenue accurare pepexds Bit Fifth Avenue, 89th and 90th Streets, Opposite Central Park, Adjoining the Residence of Andrew Carnegie 14 AeMpevolg pue 39911S YI09 “ISOM HIV [eI}usD SPOOR RARE, HoOlWwdS OS: INYT ADA rere eS es RMR Od BRT ddty FSIGOIE "WHOA MAN 40 SNH FHL, 22 eos ee aay a 126 yeas 4196 pue » @ fopyre VALIG, OPISIOAIY 127 IayIep-so1IYL & JO UOHKIISNI]] ‘9AtIIq epIsIaATY pue 399119 4196 LHOnvad: ‘NO ‘osiv AsaMaig ayy S18[e3q IIV 42 Peleg . ARIES HOt S3lISUVS LWHL 39 SHL vasnion Pane cee) | OQY ISS ee ea SEA) Se | | sladdany s0ove viniNvA) ‘HOIT3u4 BIZZI1 anv NASNVYP SWAOHaIA suanossa ita ne andsaTana PEE AWG AUGAR AvAGWONd ey tavst=| JaNILVW ace AVG=-OL LI AWL NINSIUNON - ~ aNOSITOHA- -snoinad BEE Ree haven do caee 4 Hit ie mm Es = ‘z ee i Bea mae 7 ! : f Say i 3 = 3 SaIMYSBaEMVALS a NY LVSHM 2G GadHs 128 Ysiqqny puy 103,17 94} osye ‘uoT}ONIySUOD 9} 9}0N ‘QALIGQ: OPISIOATY UO UBIC jo Iv9y 129 joo1 IS WILOT pue aaliq episieary Sere cont rs ~ peril =< SHOES 5.2 quinsisaon -3Re 130 20uRsIq 9Y} Ul aAIIG epIsIsAry ‘aZa][0D pieuieg o}isoddg 3929S YSTT Joul0d jsomyiION - Tpniusianoycamassioun-Sn WOSSIOHN- SAOIITIG | ; ‘anuoay JUOUIIIEID aoue}SIq oY} Ul quIOy, S.juPID UB2f} OL PABH Suryjauios ug 'J29019 WIGTT pue ealsq opisroary 132 Entrance to Riverside Drive, at Cathedral Parkway “iit eparonay 4 Y Ye Wee ep pnings Riverside Drive, 142d and 143d Streets 133 ive Ribbon Seek Sees A Fi 6 er PR ARTERY LMR Ss on: Riverside Drive and 105th Street Riverside Drive and 109th Sireet 134 Eastern Parkway Opposite Prospect Park Plaza. Signs to Left on City Property Yate Signs Along’ Eastern Parkway Opposite the Brooklyn Institute Museum 135 HEARN Dry Goods eat 14th St. a Morning Specials SEES , = Great Savers Res Plaza at Entrance to Williamsburg Bridge, North Side, Brooklyn DISTLER & Van INWEGEN, sccm. EDW. T JENKING, acann A.B. AVERY, cern, Plaza at Entrance to Williamsburg Bridge, South}Side 136 sense oF TOE. (| ELITE T Ag, ver Street Poster Column, Berlin 137 Street Poster Stand, Munich 138 YyorunyAl ‘TIEM 0} PoxIBV pivog I9jSsOq 199115 139 aS in ot peer y =e ~ i _ r H v's i a \ aa ., i , / ® P< - t if or o ay i = a> INDEX PAGE Poclnowledpinents: Of: assistance... oo nea eee ea aes eee ierer 5 Mea eziiT bee Lever in tier Vike Ape an eee ns ko chet Go hehe bes act 56 Advertising: , | APCS POT eal A Uae a) lee ES aie a eae ee aR Mics 6,13 Control of (see Control) History of (see Outdoor advertising ) Outdoor (see Outdoor advertising) PrcoReicar SG -ais0 « WICW.S ona agerdcrenel Ge let. ees 22-43, 48, 62, 63, 76-80 mesthetics and the-constitition.. 605 2c. ae ECA heen pear es 22-43 Argument for constitutionality...... Nob ree ee sats 35-41, 44, 62, 63 Compensation (see Taking of property) POMEGR OVC LIC yc as aa eee STA Rs |e ee a aw ek oe Re 22, 44, 47 Pakinew6t property. i sree. pak eee AE ye iia ee eae even oe 36, 39, 62, 63 Aldermen (see Board of Aldermen) Amenities (see also Aesthetics)............0.000 00 nap ee US oe ‘ 76 American Scenic and Historic Preservation Society............. 6, 17 Pe aLC IM OLRM On UN code Note acc etry Pet ein hee elses 5 rs wep@ eles whalers 6 § 103 Appointment of this commission.......... Se in ene eee Pe ene 5 marverie-by-the-sea- Ordinances % i... 6 vee ae oe ta as Swe ion: 108 TE CORT ER Tos he 8 BPS EG eee ous ots te gl ar eee el te tet a 35 Beauty (see Aesthetics) ReDim VOOECOCUILION OL atv pcre! trae ee ek ee Cee we es eet 43 Belgium (see Foreign regulations ) Billboard Advertising : Pom ininsiotin a ppOultinentaOl war s5Gs Pas +. AubnteA prota sees 5 Report on (see Raymond B. Fosdick) pi SemiseU plat yea, Mrs rete Sis tale ope tinct ROK Sree akg te 63, 65, 88 De AVRO USD IaT Vee a atl ne /98 Kag hy alegre Seats va Sw EE eS 52 Board of Aldermen (see New York City) Board of Health (see New York City) | jer spasewelat hg pues ag ania] o Ge Le kihede<\Onpr R UOkt Aa Ge para iit a ALA gnc Sa 34 Broadway (see Streets) Brockivne cia c irittel SOY ee Ree Pa le, SMES CTO 14, 53, 54 ISAC MEHR ACen ahs Steet eo wah nig. ned SRI wy ce Els ee 108 PEAS Meer ISU eee re nn Va ere et eros ARE SE le aes 54 INDEX 7 : PAGE Buttalo lesa cakes eae bb ok ates eee ee ee re ae be Pe ee 71 Building Code (see New York City) Bureau of Buildings (see New York City departments) €andila €or, oe eee Wet Be Pee FRR Mag ehent e cen ested 18 Gases vier. lane te At Ackerman? oT rie GN Ye) sc54 a oe aes eee names re eat ee Bryan>v. City_of- Chester (GPa) ep wece aoe Dini pee pe os 31 Cascade Town Co.. v. Empire Water & Power Co. (U. S: Dist Cty Galas a. cates a hehe Rive es tenn Ute ng hs igs Fontan City of New York v. Interborough Rapid Transit Co: (N. =p SZ Cityob New York a) Rice GN bev) scorn there es ee renee ? 42 City of Rochester v. Macauley-Fien Co. (N, p's ) Perce at pee Oe) City ob Rochestersy: Wiest" (Naa) oer a eer nae sent eee PALS, Gochran:-.g--bcestote( Mido se once Caio bee eS Sh I 53 Commonwealth v. Boston Advertising Co. (Mass. ait e eins tion Fifth Avenue’ Coach “‘Cov( Neyo and (O25) cn. tite se eee rae ere Gow. ae Weardse CN SVS) cre Soa as pale ata ee oe <6 Interborough Rapid Transit Co. wv. City. ot New Yorke (No¥ 4 aioe Lewis Publishing Cos. Morgan’ (UO. S220) ves teenie eee 43 McMillan v. Klaw & Erlanger Construction Co. (N. Y.)..... : 42 Massachusetts v. Boston Advertising Co. (see Commonwealth, etc., above ) | Matter:of Walshire-(U-2S 7 Circuit-Gt Gaby ose ere see 37 Newburg, N. Y., case (see People ex rel. Standard Bill —~ SPosting Co., ete.) New York (see City of) | People:ds Green JON LY syn das Owe ew cee tiga ea eee ee alae eee 33 People:.z, “Rosenheimerc(.Nei Ys). Spo e ses apt ea 43 People ex rel. Standard Bill: Posting Co. v: Hastings (x. WY) 29 People ex rel. Wineburgh Advertising er v. Murphy oo Ny) ee a5 104 baer (see City of) St. Louis Gunning Advertising Co. wv. St. Louis (Mo) 15, 19, 21, 28, 44 Tompkins vic-Patlas=CNd Yo.) eran os age ey Oe ee eas 27 Varney & :Greén Williams ( Calin ans vette oe yn smeuche ee me! Welch v. Swasey (Mass. and U. S.)...... Peggy wae 34 Williams vw. Silverman Realty & Construction Go: (N. Yas 42 . Wineburgh Advertising Co. (N. Y.) (see People exirel.)o mpeg ce Eensorship Safiya eels Pian BE ESE oe TOE RE ade i nd ea Central Park (see Parks) _ Charter (see New York City) 142 INDEX PAGE SA CER Sdy ECT Rel SST Gh a he de ams ant a er Raat SS OR RC al a a 30 RECA re ies ies ee OM Tot ti aay cee ere ie Seale ata erate Sea yt tr ees Lo Commission, Mayor’s Billboard Advertising, appointment........ a S on New Sources of City Revenue (N. Y. City).-6; 7, 13759 67, 68, 71, 79, 80, 89 Compensation for taking of property (see Aesthetics) das Oi Yess Sh ava sean ered tba pa 5 ADR: NEUEN a OF rior Cn ORE aiR Roary athe. 74 SOIISTIDITIOM Ar aT CUGIHEN Let fn credit oes Giedin Aecie aes Seg A aps Wale ee 8,95 Constitutional questions (see also Aesthetics) PMR aa reign oes 8, 22 Control of advertising (see also Regulation, Taxation).......... 42,50 Cornices.:(see also Indirect. control) -.. 25. ose ee es aa 10, 105 Cortlandt street (see Streets) | | Courts (see Administrative machinery, Aesthetics, Cases), selected courts for sign CASES... ee eee eee ee eee eee eee GN ene Geode uate) OU SRST RUE Naps Reng ieee ki RON aces aN Stel SRE ee itch isei kO Cubitt, Horace, “ Building in London ” Rta Midori oni cate os fig Decisions (see Cases) Definitions: | | Bulletins cya Bee ee ee ee PASS, a) ae oe es A 13, 45, 67 PACCUTICOSIOTIS cw sates eh ee vee bee Pas ee Ae e. cae 108 DVESIO MSs iste ant heheh eae Pe Pa whites Pa Oslo Re he Ser S 70, 77, 103 Disease (see Nuisance, Health and morality) POLes Alte WIL yirek ct L oe ag eh aa oR eee s 10, 57 PIC ern ee erro nem eer eee ER a erate ee CIS y Une De ee waa ays 103 ani Selmean® C5 Ugg) fone tg Me gochey are an aera Pe ara a 9, 13, 17, 46, 57, 58, 108 recur sta Gath ees attache be nes te aA E ah SATE DS HE ae 58, 108 CMC DH ATION SGIOTIS ee on ous geese uae a ee Pret ree Denes 59 REVERIE! LOM eS) sc ne rok She or ha PEN sty oan ieee $s : 59 Si also Electrical signs, Sky- signs) | Electrical SioTS ste ce eee EM eer Peer ee ete iareie Oss OF Elevated roads (see Subways and elevated roads) Encroachments (see Streets) England (see Foreign regulations) Pir taceae ohne PRUCES I PR MRO SW inrs eat Capote hea ieee chee tne n FO, eee, dO. 08 Fifth Avenue (see Stiecs) seat ae eet Fire rennet teeta eters dete cet eee etre sD, 9, 10, 48, 97, 103 Leo bar st ake wie ean ie eee rare rea Bie tena as PE SRE Sh no 82, 103 Fitzgerald, EMM anata eoite, ooh a at eta Det) Sa tN me eat he ee eect et OD PUACHVYP AMIN a nieoc malt amet pee See. a eee nes ae gerd Cea cas aed he 2s INDEX PAGE ‘Flies (see Nuisance) | Poféign .regulations shes abvon! tecue ccc oe ee ee dee are 41,76 Belen as ees Rice ee eins AE oR eaten 65, 80 Prelandss ik PET A eae Pere ae 2 ON Peseta yee ® 63, 76 Liverpool: iscicp. atc uss tien bo he ak et aa eee ere ee 78 London. 56 3.22 Asie ae ee 77, Manchester 22 Sect ct reos Ceara) rere tein ner eee 78 Frarice sik rernb 2h. Piste a ralvel eat cs oP a ek ai escent ne 65,78 Germany oo 6a 64. Pe SESE ake ep ck ee 80 South: Americans cues ais. : eter ieee ae ene ne eee een 80 Fosdick, Raymond B., Report on Billboard Advertising........ spa Leper AS | 45, 48, 111 France (see Foreign regulations) Gaynor, William J. (see New York City, Mayor) Germany (see Foreign regulations) Gow (see Ward and,) Graubard § MauritZ.n Sos tk hot eee a eee ee eee oe: 65 Gude. Gas Os Ee cg ofa once pm Sega garetts ae rt ee 20 Hall Dr. sdward- Hag aman. le stan outers Ee ee er as | 6 Harlus “Prof Pankv se M4 2 ence ee ee ena eee 38 Harts Merwin tke ss ce ee ee 8 os Aa te ean} 65 Harte, Dénis®] jt: c2 ch aes ep ai oer eee ae eee te a S800 Health: and morality sso hed aoe ce te ete ce ee 44 (See also Board of Health, Police power, Sanitary Code) Heydeckér; Edward: L.; Asst. Tax Comimiissionet eae : 67 History of advertising (see Outdoor advertising) . Bhotel 6 osc 5e i Ss Se DR IR ae aiied ane ne ee en 103 Illegal signs (see Violations) Jilirigis’: Soe ee Saar eoaae a Fils diate, Cilceegns te Gigs ies Nee te 55,63, 71 _ Nustrationts iyiek. (Se cae pe ee eee ee rae 111-139 Sign at 13lst Street and Riverine Viaduct. _ This sign is erected upon the roof of a privately owned building situ- ated below the level of the Viaduct, and thrusts itself into beautiful views of the -bindsen’ havet ore eas fete 115 A- Building in-Park' Row,-March 31913-2282: Te ear 116 A Billboard Which Was Not Within the Law............:. 116 Unsightly Advertising Signs at 42d Street and Fifth Avenue- which the Fifth Avenue Association is Striving to Have Rethoved <'.2sis 25,05 ctoad son OT ee Rea ee ed a nec INDEX : PAGE illustrations—( Continued) : - Unsightly Advertising Signs at 42d Street and Fifth Avenue which the Fifth Avenue Association is Striving to Have CU OV CLpe att cermin Oo we Pek ce ns ee Ay Se ae, 118 N. E. Corner of Fifth Avenue and 98th Street............. 119 N. E. Corner of Fifth Avenue and 102d Street. A View of Signs Extending Five Blocks, Facing Central Park.... 120 Fifth Avenue and 108th Street, the Usual Class of Advertise- PRES Hee ae eererevenay tak eih rots Cheese ne) ig ate fe eee ea crwt 121 Fifth Avenue and 110th Street, Opposite the Entrance to TTB SPN BRIG ale a a a ea Wz Central Park West and 62d Street, Adjoining Century Theatre 123 Double-deckers Opposite Central Park, Fifth Avenue and 103d SNE AG ea rege See, IR Aa et grrr oe ane ea a 123 In West 177th Street, Billboard Outside the Building Line. Os MELE aA EN aod dc eee eet Be igs SO ore ee, er a 124 Piiierrchierait sot ne treet. ia ..t cy Sues cess hag este Bees 124 Entrance to Central Park at 110th Street, Lenox Avenue and SIC alder MENUO THe me aor) aad oo er elelsle hoo so te ek, ele 125 Fifth Avenue, 89th and 90th Streets, Opposite Central Park, Adjoining the Residence of Andrew Carnegie.......... fern 72. Pentidierareavyest, OULiamiteet-and broadway... . 2... cs... 126 Ravencides Mivenand Ot, Strcetins (20), vaste ve cs'Gce nate eee 122 96th Street and Riverside Drive, Illustration of a Three-decker 128 Rear of Sign on Riverside Drive. Note the Construction, also PE LET WAPiMutS Oot re sk eats Oe oy niet p cates seve k.t eos 129 eve tet Oma CENCE aH p LOL SET CEL wari i stat cc os w Ole vnierd sale 20k os. 3 130 Claremont Avenue, Northwest Corner 119th Street, Opposite Barnard College, Riverside Drive in the Distance........ 131 Riverside Drive and 119th Street. Grant's Tomb in the Dis- UM 5 eae Eis ik TES Ce ee a A Ag a ea 132 Entrance to Riverside Drive, at Cathedral Parkway........ 133 Inivereniosiorive 47 deande tad: Streetsia. i Sx ares niet cy Ue 133 PCC ESIeNE) Civerdile mot in so tUCeh. : cy cs sass ta teta ph iana Bia, Se 134 Bey Sie Uw Pty eatie (PUL in tL Celie 25 srs ~ witia Sons V Mie oie og tn ae 134 Eastern Parkway Opposite Prospect Park Plaza. Signs to Left BUENA AIO ON ee Oy. gakire erry otra eine Ca ey er Pee Ree L 135 Signs Along Eastern Parkway Opposite the Brooklyn Insti- Cem ad ae ideo mnie ee eg Raha ore Id idl. aan wh sana ww A> 133 Plaza at Entrance to Williamsburg Bridge, North Side, Brook- Vie ern eee or NG sn 3 ee bod RNG Rae eas 136 INDEX PAGE Illustrations—( Continued) : Plaza at Entrance to Williamsburg Bridge, South Side...... 136 StreetPoster-GolumnjBerlins<-cttat..4 sates ae cere teat 137 Street? Poster. Stand; Munich 4s. sey te oc ee ee ee es 138 Street Poster Board Affixed to Wall, Munich.............. 139 Indirect control (see Control, Taxation) THS pections x2As cic, cians Bees aot cetera ee es eee 45,57, 58, 59, 61 Intéerborouch. Rapid “Transit: Cox 3 soars os tee ees eer 51, 52, 54 Bandon se rancis Gases sence ee ee RS cae Wc Ogee AOR aie eres 65 Leventritt; Justice: CNY ants et tic ree ee a oe ee eee 25 Lewis, Judge (UU) S.Diste Gti Golo es sivnss wie ee ey 36 License (see Permits) | Limitations on heirht-andssizeng . or.q- sss ee tee cere ee 10, 48, 103 Liverpool (see Foreign regulations) Local option. aes ma ee See eer tae SN aS ai a oo 125.62, London (see Cubitt, Foreign regulations) 168 Angeless acs eit pe cit pe ee De TE RU eee ee teat 64, 73 Manchester (see Foreign regulations) Manhattah* ordinances 2640s ols a oe ne Pe ee ee 53, 108 Massachusetts (see Cases) . Massachusettssreculdtions: 242. eet Sid, at pee ae aS Mayor William J. Gaynor (see New York City) Mayor’s Billboard Advertising Commission, appointment......... 5 McCall Justice Paste ay sees aoe wpe TENS ane e Cote mre 10, 102, 103 - Division of (see New York City departments) | Signs overhanging (see Electric signs, Shop signs) SiegelsCooper (Corsi aot ceiercl c eee in eer orca a nate 20 Signs: (see also Regulations ) Eee Classification ror netic tata tee toi ee eae aes eee ere 13 Falling signs (see Wind) Plashino’-Siens* Sor se so oe een ae ene, ee eee eee ee 9, 46 Illegal (see Violations) Perambulatingss +05 steer oc, tes fee ee eat are en ace 11,13, 49 Registration and records of (see Registration) | 7; Roof signs (see also Foreign regulations, Municipal regula- TIONS} ICV SIONS ) Vos ccn tes were ote ee oe ee ee 10, 81 RemOval Stes a ee ae Sane eee a a eee Fed eno Lapa Reporting OLeeye aie sre et i thakels Pte eo ices ian ne Se Thy SLOP + SIPITS Sree eae eaee tat te aceon oe ete 8, 10, 11, 13, 58, 85, 93, 94 Size of (see Limitations on height and size) DISY NSIPTIS | be Cees ne ee 13, 58, 60, 70-73, 76-80, 81, 88, 103, 104 Subway and elevated (see Subway and elevated roads) Sky signs (see Signs) Simall, “Georve* Fc) aye ae ie Coe oiees a ese een aie ee ees 66 Smiths Alfred hk en ay tH pete een ohare Gatco ieee ara, eee ee eas 65 Smoké shtlisahce S73 Aleta eae eee Bee reer te eee ee 30 South American Cities (see Foreign regulations ) Statutes: (see also Bills) Municipals HimpowericvA ch Gin ay s)mtea erase, | eines 50, 102 New York City Charter (see New. York City) Penal: Law= eal eileen ernie ae ee eee 72 Streets: (see also Illustrations) Broadwa ys. sa aes cae eo pis eke rie eae eee ae ee 1h ieee bance, dre 05 Controk Gf. SAn5s baie ae he ate ee ee eer 10, 11, 42, 50, 97, 98 Cortlandt). soe aceaccke em a ieee a eee ee 50 Bifth Avenubss. ae A 206 ease ee ee eee ee oe 2020-00, 02200 INDEX Streets— (Continued) : ING SEAT aa ne oie aire Sie kid Rll AN ote eee SNE ee ER aE w Oe 50 eG sae GOES DAT MS AER pe i pS eS i RN SN SORA a Te 19, 20 Ime de eRe 205 8 (nets oe met cp taradeaae (rok Ay aed gmp ae ar Ge 20 Wave Alc eCloVateGd sLOAGS vik 4 iris ese hag Scie cacao ce oh OBL 11, 16, 51-55, 58 Sle pigey eae dead Rn tt Nice ee Ga ng Miva ona re eee Rare ae RN aa 19 peaking “Oi property<(See-alsg. LVeSLeLiCs } ou jit sabe ase g poe ws tes wove 39 Taxation (see also Electric signs, Foreign regulations, Municipal regulations, Outdoor advertising, Perambulating signs, Stat- BUS RR tk a pha AP ta ote Io a a a 12 OF, 00 ueo EH CMEIE SUOUSE sia Morea gene eee ssn d ase Batis npets Sac t eet ce 103 VST ARS RP TEG IS hE) ee eg iat as eae 29 Transit, Rapid (see Subway and elevated roads) PCED IOMSINS ae nt hg e Sa ain cp arto) s Rar ett Ane A ee Ne rs eines 9,98 Van Buren |Bill’ Posting Go fn bioes, 220. 0.508 ae es bes 19 SEA EINCIES, SE IDUCS Birt, Se Dee near ea ers ae are teen. Bl eee kt! 1iieae Pkt eee tet teil BIAS ee Regh AN ED ergy ia Saeatel. a ae 8, 10, 76, 79 OTS GT Se TEs RN I Sn Re a ee tae a La 45, 48, 53, 56-61 nea es te iit oertmee Thea eee ya en CUS U sy ata Gi chee eseiy Siar 5 20 NNPAY Che aie Cveeae ort rata al as eign ee ap ora bie os Sake a optics sp eos 167,51 Wl Sg oe id oa pdt) taxa Mente rer Ot ROME, Ors ooo ane ARN oon, aia Para 9,47 CAL PSAP TAGs AY Pad eee stand i Segre ety Re Nc wpa nce Fe neve os 48, 57 Windows (see Doors and windows) ° PC MICL SCHL TP VIND Fie Sai cid ap hahy ose crv segs wie Sta vies Pes 15, 19, 21, 29, 44 ESS SATE NINE ol ged Og! Sie hd So pare nner ee ee SEE 36 151 ti * “a a) ify zee 7% A —— 9 i" @ . * Nnoig ek w UNIVERSITY OF ILLINOIS-URBANA MMLC 01120 ] 61924137 3