gaessoutdoor Inventory of the Gaess Outdoor Advertising Photographs, 1950s-1960s and undated Processed by: Alexandra Gebhard and Richard Collier; machine-readable finding aid created by: Richard Collier The John W. Hartman Center for Sales, Advertising & Marketing HistoryDavid M. Rubenstein Rare Book & Manuscript Library Duke University Durham, N.C., USA

(C) 2011 Duke University. All Rights Reserved.

Aleph Number: 004081964

 Machine-readable finding aid derived from XML authoring program. Date of source: February 2011Processed by Alexandra Gebhard and Richard Collier, February 2011; finding aid encoded by Richard Collier, David M. Rubenstein Rare Book & Manuscript Library, Duke University, February 2011 Description is in English Finding aid was prepared using DACS and local Style Guide Inventory of the Gaess Outdoor Advertising Photographs, 1950s-1960s and undated The John W. Hartman Center for Sales, Advertising & Marketing HistoryDavid M. Rubenstein Rare Book & Manuscript LibraryDuke University Durham, North Carolina 27708-0185 USA

(C) 2011 Duke University. All Rights Reserved.

 Descriptive Summary David M. Rubenstein Rare Book & Manuscript Library, Duke University Gaess Outdoor. Gaess Outdoor Advertising Photographs, 1950s-1960s and undated Material in English 2.4 Linear Feet 3000 Items For current information on the location of these materials, please consult the Library's online catalog. Gaess Outdoor was a family-owned outdoor advertising company founded in the 1930s in northern New Jersey, serving the New Jersey-Metropolitan New York market. It was acquired in 1997 by Universal Outdoor, a subsidiary of Clear Channel Communications, Inc. The Gaess Outdoor Advertising Photographs collection spans the decades of the 1950s and 1960s and includes black-and-white photographs and negatives of painted and blank billboard structures, locations, proposed locations and competitors' billboards. Clients include Budweiser (Anheuser-Busch), Cities Service (Citgo), Gulf Oil, Schaefer and Schlitz. Acquired as part of the John W. Hartman Center for Sales, Advertising & Marketing History. Administrative Information Access Restrictions

Collection is open for research.

However, researchers are requested to limit access requests to the photographs. Access to negatives will be permitted only upon consultation with a reference archivist.

In addition, collection may contain materials to which the Acknowledgment of Legal Responsibilities and Privacy Rights form applies. Patrons must sign this form before using this collection.

Also, all or portions of this collection may be housed off-site in Duke University's Library Service Center. Consequently, there may be a 24-hour delay in obtaining these materials.

Please contact Research Services staff before visiting the David M. Rubenstein Rare Book & Manuscript Library to use this collection.

 Copyright Notice

The copyright interests in this collection have not been transferred to Duke University. For more information, consult the copyright section of the Regulations and Procedures of the David M. Rubenstein Rare Book & Manuscript Library.

 Preferred Citation

[Identification of item], Gaess Outdoor Advertising Photographs, David M. Rubenstein Rare Book & Manuscript Library, Duke University

 Provenance

The Gaess Outdoor Advertising Photographs were received by the David M. Rubenstein Rare Book & Manuscript Library as a gift in 2008.

Processing Information

Processed by Alexandra Gebhard and Richard Collier, February 2011

Encoded by Richard Collier, February 2011

Accession 2008-0124 is described in this finding aid.

Descriptive sources and standards used to create this inventory: DACS, EAD, NCEAD guidelines, and local Style Guide.

This finding aid is NCEAD compliant.

 Historical Note

Gaess Outdoor was founded in the 1930s by "Billy Goat" Gaess, a sign and rock painter in Palisades, N.J. Headquarters later moved to Montvale, N.J. The company maintained billboard structures in northern New Jersey and Westchester County, N.Y., and produced printed and painted billboards as well as electrical spectaculars. It remained a family-owned business until around 1988, when it was purchased by James McAndrew, who operated the company until it was sold to Universal Outdoor, a subsidiary of Clear Channel Communications, in 1997.

 Collection Overview

The Gaess Outdoor Advertising Photographs collection spans the decades of the 1950s and 1960s and includes black-and-white photographs and negatives of painted and blank billboard structures, locations, proposed locations and competitors' billboards. Clients include Budweiser (Anheuser-Busch), Cities Service, Gulf Oil, Schaefer and Schlitz.

Collection Arrangement

Arranged into two series: Photographs and Negatives, alphabetically therein. Categories--Advertisers, Dead Files (former clients), Locations, Proposed Locations, Competitors--reflect the original arrangement scheme of the photographs. Photographs and negatives were separated for preservation purposes. Original folder titles were retained where possible.

Restriction on Access: Researchers are requested to limit access requests to the photographs. Access to negatives will be permitted only upon consultation with a reference archivist.

 Subject Headings

These are searchable subject entries for this collection. Performing a search on these subjects in the Duke University Libraries online catalog will bring up other related research materials.

Gaess Outdoor. Clear Channel (Firm) Anheuser-Busch, inc. Cities Service Gas Company. Gulf Oil Corporation. Jos. Schlitz Brewing Co. Advertising, Outdoor. Advertising, Outdoor--United States. Advertising, Outdoor--New Jersey. Advertising, Outdoor--New York (State) Advertising, Outdoor--United States--History. Advertising, Outdoor--New Jersey--History. Advertising, Outdoor--New York (State)--History. Advertising. Advertising--History. Advertising--United States. Advertising--New Jersey. Advertising--New York (State) Advertising--United States--History. Advertising--New Jersey--History. Advertising--New York (State)--History. Billboards. Billboards--New Jersey. Billboards--New York (State) Billboards--United States. Bill-posting. New Jersey--Commerce. New York (State)--Commerce. Photographs. Negatives. New Jersey. New York (State) McAndrew, James R. John W. Hartman Center for Sales, Advertising & Marketing History. Related Material

Related material may be found in the following Hartman Center collections:

Burr L. Robbins Papers

Garrett Orr Papers

Howard Scott Papers

James O'Shaughnessy Papers

John Paver Papers

Robert A. Hamer Papers

Naegele Outdoor Records

Ohio Outdoor Advertising Corporation Records

Outdoor Advertising Association of America Archives

 Contents of Collection Photographs, 1950s-1960s and undated(2 boxes) Advertisers 1 Arthur Maisel's Restaurants; E. 344 Route 4 Paramus, N.J. Arthur Maisel's Restaurants; River Street, Hackensack, N.J. Bergen Mall; Route 4, Englewood, N.J. Bergen Mall; Rt. 17, Paramus, N.J. Chrysler; George Washington Bridge Plaza; Fort Lee, N.J.; Danbill Corporation Cities Service (N-4662); Route 4 Englewood, N.J. Cities Service (N-5851); Route 17, Paramus, N.J. Cities Service (N-6874); Route 46, Clifton, N.J. Cities Service; Highland Park, N.J. Dutch Boy Spectacular; Sayreville, N.J. Gulf Oil Corp.; 14th and Henderson Street, Jersey City, N.J. Gulf Oil; E 344 Route 4, Paramus, N.J. Gulf Oil; Rt. 3, Secaucus, N.J. New Brunswick Secretarial School; Albany and George Streets, New Brunswick, N.J. Raritan River Bridge; Highland Park, N.J.; 2 Ground Bulletins facing to Eastbound traffic Reinauer Brothers; River Rd., Lyndhurst, N.J. Schaefer; 218 Washington St., Hoboken, N.J. Schlitz; 300 Blvd. East, Weehawken, N.J. Tidewater Oil Company; Newark, N.J. Competitors' Signs Albany and George Street; New Brunswick, N.J. Cities Service, Route 46, Ridgefield Park, N.J. Cities Service; Linden, N.J. Cities Service; Route 1 and 9 at Lincoln Tunnel Exit, Jersey City, N.J. Donald's Sign; Rt. 17 Early Time; Lincoln Tunnel Highway, North Bergen, N.J. Federal Advertising; Rheingold Gaess Outdoor Advertising; Route 17, Lyndhurst, N.J. Neon Metal Shop Pictures Old Forester; Lincoln Tunnel Highway, North Bergen, N.J. O'Mealia; Rheingold O'Mealia; Schaefer, Jersey City, N.J. Route 4, Paramus, N.J. Rt. 46, Ridgefield Park, N.J. Schenley; Lincoln Tunnel Highway, Weehawken, N.J. United Advertising; Rheingold and Schaefer Dead File 176-182 Badger Av. Newark, N.J.; Corner of Clinton Av. and W. Alpine Street; Robert Inlander; 972 Broad Street, Newark 2, N.J. 483 Broad Street; New Brunswick, N.J.; Roof Bulletin facing to Northbound traffic 483 Broad Street; Newark, N.J.; Facing to Southbound traffic Bond Clothes; Raritan River Bridge, New Brunswick, N.J. Broad Street, Newark, N.J. Brown-Forman; Old Forester; Newark Airport, Newark, N.J. Cities Service; North Brunswick, N.J. Gallagher and Burton; 725 Edgar Rd., Elizabethtown, N.J. Gulf Oil Corp.; Market St. and Raymond Blvd., Newark, N.J. Home Fuel Oil; Union City Hotel Edison; Paramus Road, Paramus, N.J. Imperial; Newark Airport, Newark, N.J. Levine Walls; Paterson, N.J. Middlesex Dairy; Rraritan River Bridge, Highland Park, N.J. Ridgewood Motors; Hohokus, N.J. Rockland County locations, NY Route 17, Paramus, N.J. Route 46 and Main Street; South Hackensack, N.J.; Maggio Property Ruppert-Elizabeth Ruppert-Knickerbocker; 1028 Broad Street at Clinton, Newark, N.J. Ruppert-Knickerbocker; Rts. 6, 9W, 46, Fort Lee, N.J. Schaefer; 789 Broad Street and Market, Newark, N.J. Schaefer; Newark Airport, Newark, N.J. 2 Schenley; 483 Broad Street, Newark, N.J. Schlitz; Newark Airport, Newark, N.J. Three Feathers; Route 4, Hackensack, N.J. Tollgate Motel; George Washington Bridge Plaza, Fort Lee, N.J. Tydol; George Washington Bridge Plaza, Fort Lee, N.J. U.S. Realty and Investments; Broad Street, Newark, N.J. Wonder Bread; Route 4, Paramus, N.J. Locations 218 Washington St., Hoboken, N.J.; Wall facing to Northbound traffic 725 Edgar Rd., Elizabeth, N.J.; Roof bulletin facing to Southbound traffic on Rt. 1 at traffic circle 789 Broad St. at Market, Newark, N.J.; Roof bulletin facing to Southbound and Westbound traffic Cities Service (N-5849); 725 Edgar Rd., Elizabeth, N.J. Cities Services; 2800 Columbia Av., North Bergen, N.J. Gulf Oil, Fort Lee, N.J.; New Brunswick Sign Holland Tunnel Entrance, Jersey City, N.J.; Union Terminal Cold Storage Warehouse Kessler; 725 Edgar Rd., Elizabethtown, N.J. Lincoln Tunnel Highway; Colonial Neon; Facing to Eastbound traffic, North Bergen, N.J. River St., Hasckensack, N.J.; Ground bulletin facing to Northbound Traffic Rote 4, Englewood, N.J.; Roof of Cruiser Sales, Facing to Westbound traffic Route 17, Paramus, N.J.; Ground bulletin facing to Northbound traffic Route 17, Paramus, N.J.; Ground Bulletin facing to Southbound traffic Route 4, Englewood, N.J.; Roof of Cruiser Sales; Facing to Eastbound traffic Route 46, Clifton, N.J.; Facing to North and Eastbound traffic on Rt. 46; Facing to Northbound traffic on Rt. 20 Schlitz; 300 Blvd. East, Weehawken, N.J. (night photos) Proposed Locations Bergenfield, N.J. Gulf Oil Corp.; Route 4, Englewood, N.J. Lincoln Tunnel Highway; The Cliff-York Motel Facing to Westbound traffic, North Bergen, N.J. Main Street, Hackensack, N.J.; North of Y.M.C.A McCarter Highway and Broad Street; Newark, N.J.; Facing to Northbound traffic New Jersey Turnpike-Dial Soap Sign; Federal Storage and Warehouse Route 4; Fort Lee, N.J., Facing to Northbound traffic Route 4; Fort Lee, N.J., Facing to S/E bound traffic Route 4; Paramus, N.J.; Facing to Westbound traffic Route 46, Lodi, N.J.; Pace Property Route 46, Ridgefield Park, N.J., Facing to Westbound traffic for Texaco only Route 46, Saddle Brook, N.J.; (Roof of General Supply) Weehawken Stadium; Lincoln Tunnel, Weehawken, N.J. Miscellaneous Loose 5x7 photographs Loose photographs focused around specific building Loose photographs focused on people Loose photographs w/ theme of cigarette companies Loose Pictures Old photographs Providence, Rhode Island; Standish Johnson Route 3, Secaucus, N.J.; Bobbink and Atkins Schlitz Negatives, 1950s-1960s and undated(2 boxes)

Restriction on Access: Researchers are requested to limit access requests to the photographs. Access to negatives will be permitted only upon consultation with a reference archivist.

 Advertisers 3 Arthur Maisel's Restaurants; E 344 Route 4, Paramus, N.J. Arthur Maisel's Restaurants; River Street, Hackensack, N.J. Bergen Mall; Route 4, Englewood, N.J. Budweiser; 566 Henderson Street, Jersey City, N.J. Chrysler; George Washington Bridge Plaza, Fort Lee, N.J.; Danbill Corporation Cities Services (N-4662); Route 4, Englewood, N.J. Cities Services (N-5851); Route 17, Paramus, N.J. Cities Services (N-6874); Route 46, Clifton, N.J. Cities Services Tanks; New Jersey Turnpike, Linden, N.J. Cities Services; Highland Park, N.J. Dutch Boy Spectacular; Sayreville, N.J. Gulf Oil Corp.; 14th and Henderson Street, Jersey City, N.J. Gulf Oil; E 344 Route 4, Paramus, N.J. New Brunswick Secretarial School; Albany and George Streets, New Brunswick, N.J. Raritan River Bridge; Highland Park, N.J.; 2 Ground Bulletins facing to Eastbound traffic Reinauer Brothers; River Rd., Lyndhurst, N.J. Schaefer; 218 Washington St., Hoboken, N.J. Schlitz; 300 Blvd. East; Weehawken, N.J. Tidewater Oil Company; Newark, N.J. Competitors' Signs Assorted Mounted Color Transparancies Cities Service, Route 46, Ridgefield Park, N.J. Donald's Sign, Rt. 17 Early Time; Lincoln Tunnel Highway, North Bergen, N.J. Neon Metal Shop Pictures Old Forester, Lincoln Tunnel Highway, North Bergen, N.J. Paramus, N.J.; Various signs owned and maintained by other companies showing cut-outs Rt. 46, Ridgefield Park, N.J. Schenley; Lincoln Tunnel Highway, Weehawken, N.J. Schlitz, color film United Advertising; Rheingold and Schaefer Dead File 196-182 Badger Av., Newark, N.J. corner of Clinton Av. and W. Alpine St.; Robert Inlander, 972 Broad St., Newark, N.J. 483 Broad St., Newark, N.J.; Roof Bulletin facing to Northbound traffic Cities Service; North Brunswick, N.J. Dutch Boy Neon Signs; Colored Pictures Edgebrook Diner; Rt. 1 facing to Northbound traffic, New Brunswick, N.J. Gulf Oil Corp.; Kingston, NY Gulf Oil Corp.; Market St. and Raymond Blvd., Newark, N.J. Home Fuel Oil; Union City Levine Walls; Paterson, N.J. New Jersey Turnpike; Sayerville and Perth Amboy, N.J. Ridgewood Motors; Hohokus, N.J. Rockland County locations, NY Route 46 and Main Street; South Hackensack, N.J.; Maggio Property Ruppert-Knickerbocker; 1028 Broad Street at Clinton, Newark, N.J. Ruppert-Knickerbocker; Rts. 6, 9W, 46, Fort Lee, N.J. Schaefer; 789 Broad St. at Market, Newark, N.J. Schenley; 483 Broad Street, Newark, N.J. Schlitz; Newark Airport, Newark, N.J. Tollgate Motel; George Washington Bridge Plaza, Fort Lee, N.J. U.S. Realty and Investments; Broad Street, Newark, N.J. Locations 300 Blvd. East, Weehawken, N.J.; Roof Bulletin facing to inbound and outbound traffic at Lincoln Tunnel 725 Edgar Rd., Elizabeth, N.J.; Roof bulletin facing to Southbound traffic on Rt. 1 at traffic circle 789 Broad St. at Market, Newark, N.J.; Roof bulletin facing to Southbound and Westbound traffic Cities Service (N-5849); 725 Edgar Rd., Elizabeth, N.J. Cities Services; 2800 Columbia Av., North Bergen, N.J. E 344 Route 4; Paramus, N.J.; Ground Bulletin facing to Westbound traffic George Washington Bridge Plaza; Fort Lee, N.J. George Washinton Bridge Plaza; Fort Lee, N.J. Gulf Inc.; New Brunswick Sign Co. Gulf Oil; Ft. Lee; New Brunswick Sign Co. Holland Tunnel Entrance, Jersey City, N.J.; Union Terminal Cold Storage Warehouse Lincoln Tunnel Highway; Colonial Neon; Facing to Eastbound traffic, North Bergen, N.J. River Street, Hackensack, N.J.; Ground Bulletin facing to Westbound traffic Route 17; Paramus, N.J.; Ground Bulletin facing to Southbound traffic Route 17; Paramus. N.J.; Ground Bulletin facing to Northbound traffic Route 4, Englewood, N.J.; Roof of Cruiser Sales, Facing to Eastbound traffic Route 4, Englewood, N.J.; Roof of Cruiser Sales; Facing to Westbound traffic Route 46, Clifton, N.J.; Facing to North and Eastbound traffic on Rt. 46; Facing to Northbound traffic on Rt. 20 Schlitz; 300 Blvd. East, Weehawken, N.J. (night photos) Proposed Locations 4 Bergenfield, N.J. Gulf Oil Corp.; Route 4, Englewood, N.J. Gulf Oil, Route 46; Ridgefield, N.J. Hudson River-Palisades; Shakarshian Lincoln Tunnel Highway; The Cliff-York Motel; Facing to Westbound traffic, North Bergen, N.J. Main Street, Hackensack, N.J., North of Y.M.C.A Market Street and Raymond Blvd.; Newark, N.J. McCarter Highway and Broad Street; Newark, N.J.; Facing to Northbound traffic New Jersey Turnpike-Dial Soap Sign; Federal Storage and Warehouse Route 4, Fort Lee, N.J.; Facing to Northbound traffic Route 4, Fort Lee, N.J.; Facing to S/E bound traffic Route 4, Paramus, N.J.; Facing to Westbound traffic Route 46, Lodi, N.J.; Pace Property Route 46, Ridgefield Park, N.J.; Facing to Westbound traffic for Texaco only Route 46, Ridgefield, N.J.; Raymond Flain Route 46, Saddle Brook, N.J.; (Roof of General Supply) Westchester County Airport; West Plains, N.J. Miscelaneous 4 and R Chrysler Bergen Mall; Route 4; Englewood, N.J. Billy Gaess Bridge Plaza; Ricata Building Budweiser; Girl with Book campaign Calvert Reserve; New Brunswick Sign; Christmas Copy Calvert; Calvert Reserve, Good as Gold! (2 bottles) Calvert; Newark Airport; (Gauntlet and hand) Chrysler-New Brunswick Sign; New Lower Price Range-Chrysler Newport Esso Signs; Newark, N.J. 12-15-68 Four Roses; 1963 June 19 Gaess; Fort Lee, N.J. Geo Martin-Gaess Halsey Street; Fur Shop Loose negatives focused on alcohol Loose negatives focused on individuals New Brunswick Sign New Brunswick; Chrysler Bridge New York Skyline Old Cavert, Clear Heads Agree it Tastes Better Original Calvert Reserve Providence, Rhode Island; Standish Johnson Schlitz Schlitz; Blonde Girl with scarf on her head Texaco, 1 color negative Tidewater Oil Company, The Best Refinery, Makes the Best Gasoline Tidewater Oil Company, Now! Super Premium Costs Less! Tidewater, Now! Super Premium Tidewater; Newport Airport; Man and girl Traveler's Sign; Rt. 46 Union Terminal Cold Storage; Photos of Wall- Jersey City, N.J.