The New York herald. [volume] (New York, N.Y.) 1920-1924, 1921-02-22
EVENING TELEGRAM
TO MOVE in APRIL
into BIGGER HOME
Frank A. Munsey Leases Six
Story Structure, 9TH Ave-
ETle ana 10th Street.
PLANT WILL BE IDEAL
Extensive improvements to
Be Made, Providing Best
Facilities.
NEW SITE ADVANTAGEOUS
Adapted to Rapid Distribution
of Newspaper by Motor
and by Mail.
NEW SITE ADVANTAGEOUS


TO house The Evening Telegram in a
new home at the southeast corner of
Seventh avenue and Sixteenth street.
The afternoon newspaper which for
nearly thirty years shared with its big
Nrother. THE NEW YORK HERALD, the
historic building that gave to Herald
Square it's name and its character. is
expected to vacate the old home and
10 enter the new one about the middle
OF April. When It does so 1t will have
at it's command a modern, up to date
mechanical plant and such facilities as
will represent the last word in news
paper efficiency and convenience.
The Seventh avenue structure from
which The Epenino Telegram will is
sue after May l is owned by James l..
Van Allen OF Newport and London.
Acting for him, the Charles f. Noyes
Company and Cammann, Voorhees, &
Floyd have leased it to Frank A.
Munsey, proprietor of The EUentn0
Telegram, at an aggregate rental of
approximately $1,000000. The struc-
lure is a modern six story building
containing nearly 100000 square feet
of ideal space. 1t has 227 feet Of street
frontage.
Extensive improvements.
Mr.. Munsey, the lessee. will immedi-
ately make extensive improvements to
adapt the building perfectly to It's new
purposes and when the premises are &C.
cupied by the afternoon newspaper II
will have nearly three times the space
that is now afforded in the old Herald
Building, at Broadway and Thrty-fif.h
street.
New passenger elevators will be in
stalled. other extensive improvements
will be made and the upper floors of the
building will be converted into fine Of
flee apartments Until recently the
building was occupied by the British
American Tobacco Company, which man
ufactured 50.000,000 cigarettes a week
not one of them smoked in America, as
they were turned out exclusively for the
export trade. In quitting the building at
Seventh avenue and Sixteenth street The
tobacco corporation Is also quitting
America. Its cigarettes for export here
after will be manufactured In China.
In concentrating the lease of :le
property Mr.. Van Aliens attorneys were
-
interests were represented by Barber,
Watson & Gibboney.
Two new presses for The EUcnin0
Tele0rGm's modern equipment already
have been completed. A third--a gl-
gantic octuple machines now being
built. With the installation OF these in
the new home will go new stereotypins
machinery, reinforced and improve
composing room facilities and equipment
and every modern device requisite to
make the establishment a model of its
kind.
sites Many Advantages.
Careful thought was given to the Sc
lection of desirable location. The site
chosen has many advantages Seventh
avenue both north and south of the
Pennsylvania Railroad Terminal, Is be-
ing rapidly metamorphosed into one of
Ihe most important of the citys great.
broad arteries of traffic and industry.
Beneath It runs the main line OF the
West Side subway. giving easy transit
facilities TO the northward or south
ward. The Sixteenth street corner Is
centrally located between the downtown
and uptown business sections. Two
blocks south of IL runs Fourteenth
,treet. with its subway tube soon to be
completed and to give speedy access
INTO BROOKLYN borough Deneath the East
River.
The new site also is sufficiently close
90 the Pennsylvania Terminal and 10
the Post Office building Immediately west
If It, For rapid distribution OF an af-
ternoon newspaper issue by means OF
motor trucks the broad, hard surface of
Seventh avenue. with room enough be-
tween curbs to avert serious traffic con-
gestlon, presents extraordinary advan-
tages
The Evenin1 Telegram. the last 20
leave the old home In Herald Square.
was the first established there. having
got out its first number in that struc-
ture on July II. 1898. THE NEW YORK
HERALD was not published there unit!
August 30 of that year.
The triangular site is the property of
the Manice estate, and upon It James
Gordon Bennett acquired a thirty year
ground lease. which expires April 80
At the time the lease was made the lot
was occupied by n structure on the
ground floor of which was a grocery
and provision market. while up stairs
was the armory OF the Scventy-first
Infantry ". Y y. G. Mr. Bennett con-
suited the hate Stanfe~ White. the
eminent architect on the question OF
designing a replica of the palace OF
tho Doges In Venice as his newspaper
building. but learning that the Venetian
structure was not the original. that
having been destroyed by earthquake.
Mr.. Benefits final choice was a replica
OF the charming Palazzo del Consiglio,
or city hall. Of Verona, designed by Fra
Giocondo between - years 1876 AMI
1493.
That Is the structure now standing
and the occupancy of which by THE
NEW York HERALD and The Evening
Telegram in the summer Of 1898 was
regarded as bold TO the point of cccen-
trcity because Il was so far up town
&-r a wspaper." Stanford white was
the architect and David King was the
builder.
Herald square at that time did not
have the McAlpin Hotel the Martinique,
the Marbridgc or Monolith buildings or
the big stores OF r. IT. Macy & Co. Saks
& Co. Gimbel Bros, Rogers Peet 4 Co.
and a score of others which since thirty
years ago have given to that section the
distinction of being one of the greatest
shopping centres In the metropolis.
In those thirty years real estate values
have expanded fabulousy. The triangle
of land on which the Herald building
stands has attained an assessed valua-
ton of 100000. figure which OF
course, is distinctly prohibitory for