Guide to the Naegele Outdoor Records, 1985-1990


Naegele Outdoor Advertising Inc. was a billboard and outdoor advertising company. It was bought by Morris Communications Corp. in 1985, and subsequently renamed Fairway Outdoor Advertising in 1991. The majority of the collection consists of slides with photographs of billboards and other outdoor advertising by Naegele Outdoor in the late 1980s. The collection also includes some printed materials, such as rates and coverages books for the eastern United States. Acquired as part of the John W. Hartman Center for Sales, Advertising & Marketing History.

Collection Details

Collection Number
Naegele Outdoor records
Naegele Outdoor
1.2 Linear Feet, 600 Items
David M. Rubenstein Rare Book & Manuscript Library
Material in English

Collection Overview

The majority of the collection consists of slides with photographs of billboards and other outdoor advertising by Naegele Outdoor in the late 1980s. Subjects include restaurants, food and drink, sports, housing and home furnishing, and media outlets. The collection also includes some promotional print materials from Naegele, such as rates and coverages books for the eastern United States.

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How to Cite

[Identification of item], Naegele Outdoor Records, David M. Rubenstein Rare Book & Manuscript Library, Duke University

Contents of the Collection

1. Printed Materials, 1985-1990

1 box

Includes pamphlets and booklets with rates and coverages information for the geographic divisions of Naegele, including Youngstown, Columbus, Des Moines, Greenville, Spartanburg, Asheville, Durham, Raleigh, Indianapolis, Jacksonville, Memphis, Nashville, Minneapolis, New Orleans, and other Southeastern and Midwestern areas. Also includes some copies of Inside Outdoor magazine, order forms for sign construction or repairs, and other miscellaneous items.

Poster and billboard order forms, undated
Box 1
Inside Outdoor magazine, 1987-1990
Box 1
Rates and coverages books, 1986-1990
(3 folders)
Box 1
Rates and coverages printed pamphlets, 1985-1990
Box 1
Market summary pamphlets, 1986-1997
Box 1
Christmas cards and miscellaneous newsletters, 1986 and undated
Box 1

2. Slides, undated

1 box

35mm slides of billboards and outdoor advertisements, arranged alphabetically by subject or content. Dates and locations are unknown.

Box 2
Automobile dealerships
Box 2
Cigarettes and smoking
Box 2
Entertainment, recreation, and travel
Box 2
Food and drink
Box 2
Homes (furnishings, decor, heat and air conditioning, entertainment systems)
Box 2
Hospitals, medical and dental care
Box 2
Lodging (hotels, resorts, etc.)
Box 2
Box 2
Native Americans
Box 2
Newspapers and magazines
Box 2
Phone companies
Box 2
Public service and patriotic announcements
Box 2
Radio stations
Box 2
Box 2
Box 2
Shopping and retail
Box 2
Sporting goods and apparel
Box 2
Sports, fitness, and outdoors
Box 2

Historical Note

Naegele Outdoor Advertising began in 1934 as an electric sign business, but was converted by founder Robert Naegele to a billboard business following World War II. Originally based in Richfield, Minnesota, the company quickly grew and acquired other smaller outdoor advertising companies throughout the 1950s and 1960s. It specialized in single-pole billboard designs.

Naegele operated divisions throughout the United States, with headquarters in Minnesota and Florida. During the 1980s, it was frequently involved in litigation as the company challenged local sign ordinances prohibiting or restricting the use of billboards. It lost its lawsuit against the City of Durham, North Carolina, in 1988.

Morris Communications Corporate Family purchased Naegele Outdoor in 1985, intending for it to become the outdoor advertising subsidary. Several Naegele divisions were sold and operated independently for a few years, but it appears that they were subsequently purchased by other outdoor advertising agencies. The name, Naegele Outdoor Advertising, was maintained by Morris until 1991, when it was changed to Fairway Outdoor Advertising. Headquarted in Greenville, South Carolina, Fairway continues to own and operate billboards and other outdoor advertisements throughout the Southeast and Midwest.

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The Naegele Outdoor Records were received by the David M. Rubenstein Rare Book & Manuscript Library as a gift in 2010.

Processing Information

Processed by Meghan Lyon, November 2010

Encoded by Meghan Lyon, November 2010

Accession 2010-0190 is described in this finding aid.