Signs of the Times - January 2014 - (Page 6)

S T U P D AT E By Steve Aust Letter Editor: We read with interest Leon Dixon's somewhat disingenuous article on the first neon sign in America, and offer some corrections. First and foremost, as you probably already know, the initial photograph, indicated as the corner of 7th and Flower, is actually the corner of Wilshire and Western, and therefore, as Mr. Dixon would put it, "NOT" the site of the first neon sign in any way, shape or form. Second, Mr. Dixon alleges that the Packard sign received no contemporary notices as ST and local newspaper coverage of the West Coast was poor. Those familiar with ST of those times know that a July 1924 column, for example "California Sunbeams," reported on West Coast sign happenings with an emphasis on southern California. Additionally, while the minutia of Earl Anthony's life was reported in the papers - such newsworthy events as the theft of his overcoat and his acquisition of a new dog made the local press - the traffic-stopping awesomeness of his neon sign was not noted by any California paper. Perhaps most importantly, the timing of the 7th and Flower location is in question. Anyone who does the research will find no proof of a Packard neon sign at any location prior to 1925. This includes records at newspapers, air-photo archives, the Los Angeles 6 SIGNS OF THE TIMES January 2014 Steve Aust is ST's Senior Associate Editor. A member of its editorial staff since 2000, his work emphasizes vinyl graphics, architectural and environmental graphics, and 3-D signage. Dept. of Building and Safety permit records, and finally the Earle C. Anthony, Inc. clippings files themselves (which have been kept for decades at a Los Angeles area Packard club). Building and Safety does hold a sign permit for 2 December 1924, and an air photo from 10 February 1925 shows a Packard sign on a billboard, both at the 7th and Flower location. No matter. By 1925 neon was an established (though not yet popular) technology, dating from the early 1890s experiments of Tesla, through Moore tubes of the late 1890s, through Nutting's 1904 sign for the National Bureau of Standards (at the Louisiana Purchase Exposition), Madine and Trimble's Ingersoll watch sign of 1909 (reported in ST), Georges Claude's refinements and early representations in both Europe

Table of Contents for the Digital Edition of Signs of the Times - January 2014

Signs of the Times - January 2014
ST Update
Technology Update
Large-Format Design Strategies
Vinyl Apps
Strictly Commercial
Lighting Techniques
The Moving Message
Technology Review - Agfa’s Jeti Titan X
Technology Review - Polytype’s NQ32 UV hybrid printer
Design Matters
New Products
Industry News
GableSigns’ Casino Signs
Dynamic Digital Signage Made Simple
Building Street Cred
Modern Sign Engineering
Advertising index
Editorially speaking

Signs of the Times - January 2014