Douglas daily dispatch., 1926-03-14

NEW YORK, March 13.-Broadway' s
continual change of population, un-
usual business conditions and it's
"individuality, nave been factors in
as many of the streets financial
cornerstones as other influences have
built the wealth Of Wall street.
A necessity to Broadway's business
is crowds: crowds that throng the
street in daytime and the theatre.
goers in the evening-for whom most
of the shops remain open. Every
night to the great majority of per-
sons on Broadway is the Saturday
night of -Four Corners"
1t is the penny business of this
district that is the foundation of
wealthy establishments. Many of the
most desirable corners, requiring
rentals in staggering figures, do not
house jewelry shops or places doing
business on wide margins of profits.
They are almost monopolized by
cubby holes cut out of the side of a
building open all around like a part
of the sidewalk,
Their wares are orange juice sold
by the glass for few cents, five
and ten cent candies, ''hot dogs"
trinkets that pique the eye, soft
drinks and related quick bits
At the rush hours for these places,
the crowds around them are compar-
able only to the crowds that morn
ing and night jam the subway trains.
One merchant has capitalized a
space eight feet square on Columbus
circle with a complete the and nick
eled plated kitchen where a wiener
sandwich and a cup of coffee can be
had-but you must step out on the
sidewalk to eat it. Only two GUS
once. This place pays a high rental
and the fixtures required more than
$4,000 to install, but the proprietor
has found the business worth it.
other shops cramp their floor space
for "a glittering front window. They
go in mostly for novelties and their
existence is gained principally from
the curiosity of the thousands who
are intrigued by the display. There
are a number of "passageWay" stores
which hold continuous auction sales.
Some have doors, others do not. The
auctloneer wants his voice to reach
the passerby. These places are never
without their crowds of curious and
the old saying holds good: Get 'em
in and they'll buy"
UP and down the street are found
unique and devious establishments
catering to the crowds. The first
time visitor to Broadway frequently
is surprised to see that the Forties
and F'ifties appears by day as Va
street of ramshackle buildings in
many places-three to six story
buildings, many of which ante-date
the time of elevators. The query is
often made as to why this valuable
property is not fully utilized. And
the answer is "It is.''
There is a profit from the shops
on the ground floors and restaur-
ants, and dance halls, night clubs
and cabarets give excellent returns
for the second floors. Usually the
upper stories are lofts, considered or
small account, but the greatest profit
is on the roof
Partially obscured by day, the
night reveals thousands of signs, 50
close that at times they cannot be
distinguished at a short distance.
Leases for these spaces run into
enormous sums, one of the most ex~
pensive locations having a reputeG
value of $150,0OO a year.
A drug store leased at more than
$4O,O 900 a year a space through which
subway patrons pass to the trains.
Its walls are decorated with murals
and lined with soda fountains. A
score of clerks hardly able to move
are kept continually at work
Some years ago one man convinced
the idea that theatre owners might
better sell tickets not otherwise sold
at half price than not at all. He
leased the basement of a drug store,
bought the tickets at half price, sold
them for ten cents more than he paid
for tham or allowel any number to