Outdoor Advertising Signs And Billboards Photographic Archive 1936-1963

THE SMITH COMPANY

Publication: Photographed by the Smith Company, Scranton, PA 1936-1963, Scranton

A fascinating archive of 78 original photographs showing the variety and evolution of outdoor advertising billboard signs installed by this Scranton, Pennsylvania company from the depths of the great depression until the early 1960's. The images encompass signs for bears, liquors, cocktail lounges, motels, hotels, restaurants, real estate developments, car dealerships, lumber companies, musical instruments and cigars. The Smith Co., Wyoming Avenue at Walnut Street, Scranton, PA. 1936-1963. 78 photographs from 3 x 4.5 in. up to 3.5 x 5.8 in., many dated on versos, or in the blank margins, some with locations specified in ink, pencil, or even typewritten, two with manuscript drawings for signs, many stamped with "The Smith Co." Scranton, Penna. on versos, some sepia-tinted (some occasional fading to a few images, some with minor soiling), still overall a very good collection. Preserved in archival sleeves, in recent black cloth 3-ring binder, with title stamped in gilt on front cover. This remarkable photograph archive of outdoor advertising signs, billboards, murals, and even exterior neon signs presents an excellent visual history of the styles, designs, and products for signs along Pennsylvania, Maryland, and New Jersey highways from the Great Depression through the post-World War II decades. The photographs chronicle such businesses and products as Stegmaier Gold Medal Beer, produced by Lion Brewery in Wilkes-Barre, PA, and one of the oldest continually operating breweries in Pennsylvania; Tru-Age Beer produced and marketed by the Scranton, PA Standard Brewing Co. from 1933 to 1950; Pettinato's Cocktail Lounge in Carbondale, PA, with the storied Italian restaurant still considered one of the finest and longest operating restaurants in the area; and a large rooftop billboard sign for Seagram's Gin in Scranton, PA. Other patrons included the Hotel Cape Fear in downtown Wilmington, NC, designed originally by Atlanta architect G. Lloyd Preacher in 1925 and now apartments and housing for seniors; many different generations of signs for Hotel Jermyn in downtown Scranton first constructed in 1894, and the landmark hotel now converted into 1- and 2-bedroom apartments; Lieberg's famous Motel & Restaurant which was a very popular motor court and restaurant in Wyalusing, PA, also operating a Texaco filling station during the automobile travel boom of the post-World War II era, as well as Taylor's Edgefield Court in Wyalusing, PA. Other clients included Habanello Cigars, Floria's Department Store in Hawley, Fulkerson's Musical Instruments, Purina, and even a large real estate promotion for Sidney Hinerfeld and David Kirsch for an Industrial & Commercial Park in Scranton, PA with map. The Smith Co. operated as outdoor sign advertising specialists from as early as 1906, specialized in creating billboard signs, but also produced door and window lettering for businesses and non-profits. The company used a combination of plastic, wood, glass, porcelain enamel, aluminum, metal, and bronze signs in their lettering. They even distributed large lighted advertising sample displays in local real estate offices and hardware stores. They appear to have been partners with The General Outdoor Advertising Co., founded by L.R.B. Braun in 1926, and until 1963 the largest outdoor advertising company in the Midwest. Very good copy.

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