Menu

Guide to the Gaess Outdoor Advertising Photographs, 1950s-1960s and undated

Abstract

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.

Descriptive Summary

Repository
David M. Rubenstein Rare Book & Manuscript Library, Duke University
Creator
Gaess Outdoor.
Title
Gaess Outdoor Advertising Photographs, 1950s-1960s and undated
Language of Material
English
Extent
2.4 Linear Feet, 3000 Items
Location
For current information on the location of these materials, please consult the Library's online catalog.

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.

Administrative Information

A majority of collections are stored off site and must be requested at least 48 business hours in advance for retrieval. Contact Rubenstein Library staff before visiting. Read More »

warning 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.

Researchers must register and agree to copyright and privacy laws before using this collection.

All or portions of this collection may be housed off-site in Duke University's Library Service Center. The library may require up to 48 hours to retrieve these materials for research use.

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

warning Use Restrictions

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.

Contents of the Collection

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

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.

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

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.

Subject Headings

Related Material

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.