New-York tribune. [volume] (New York [N.Y.]) 1866-1924, 1904-10-29
ADVERTISEMENTS MAR 1T.
Municipal Art Society VIII, If Posi-
bIe, PreUent Misuse of Subzcay.

Puolc surprise and indignation over the ad-
VerEAslng signs in the subway stations increased
yesterday Incidently. the number of signs
increased alarmingly, and increase of numbers
was accompanied in many cases by increase in
the size Of the signs The beauty of several of
the smaller stations was marred seriously by
the flaming announcements which were crowded
together so as to conceal entirely the lower parts
OF the walls. Some of the larger advertising
signs were thrust into su1h prominent view as
10 oewlldeT strangers who were looking for the
IegluInate signs designating the stations
The general verdict of the public, as indicated
by the expressions heard on the trains and at
the stations, was that it was scandal to have
the stations of road owned bv the city used
in such vulgar and offensive fashion for adver-
tislng purposes. The question was asked re-
peatedly If the city authorities had authorized
the Interborough apid Transit Company 10 af-
front the travelling public for the sake Of some
additional revenue.
1t was ascertained by inquiry that the lease
by which the Interborough company has the
control Of the subway contains a provision
which was inserted for the ostensible purpose
Of checking the advertising nuisance. but is so
worded that it has been twisted into author
fzation of the nuisance. This provision declares
that the contractor shall not permit adver-
tisements in the stations or cars which shall
interfere with easy identification of stations or
otherwise interfere with efficient operation"
That provision" said prominent lawyer OF
the city, does not give legal right to the COM
pany to place single sign in the subway to
advertise a patent medicine or a theatre. Be
cause you tell that he must not eat of
the fruit OF particular tree in your garden,
that does not give him the right to take apples
off all the other trees The Almighty, you may
remember, was particular to tell Adam that he
might eat of the fruit Of all but one tree in
Eden So the city could not authorize the pla
cardng of the subway stations by forbiddins
the operating company in the lease from over
doing it. 1t looks though as if the company
is likely to overdo it and violate the express
terms of the provision"
Calvin Lornkins, president of the Municipal
Art Society. said yesterday that the society
would take advice as to the right of the com
pany to use city property for advertising pur-
poses. At present he said, he did not know
what reserved rights the city might have in the
subway You may be sure" he added. that
if the Municipal Art Society can prevent the
subway stations being used for advertising pur-
poses in such a disgraceful manner we will do
it,"
An official OF the Interborough said that the
contract for the display of advertising signs
tions was made between the company and Ward
& Cow about year ago. The firm had the ad-
vertising and newspaper privileges on the ele-
ated roads, and when the Interborough took
over the elevated roads the contract was re-
newed and made to apply to the subway as
well. The revenue to the Interborough from
the advertising on the elevated reads and in the
subway will amount to about S500OO0 year, it
is believed.