Inventory of the Naegele Outdoor Records, 1985-1990

Abstract

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.

Descriptive Summary

Repository: David M. Rubenstein Rare Book & Manuscript Library, Duke University
Creator: Naegele Outdoor.
Title: Naegele Outdoor Records, 1985-1990
Language of Material: English
Extent: 1.2 Linear Feet, 600 Items
Location: For current information on the location of these materials, please consult the Library's online catalog.

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.

Administrative Information

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Access Restrictions

Collection is open for research.

However, 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.

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

Browse List of Series

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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

Slides, undated

(1 box)

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

Alcohol

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

Miscellaneous

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

Religion

Box 2

Restaurants

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.