(click to enlarge photos)


The unnamed photographer of this week’s snapshot had a target – the two billboards standing center-left. With about seven hundred other 5×7 inch negatives, this exquisite record is preserved in a collection of subjects made for Foster and Kleiser, once the west coast’s biggest billboard company. The collection includes billboards raised to rented roofs, built on leased lots, and attached to buildings with sides sturdy enough to support them. Of course most of these well-watched and exposed sites stand beside busy arterials. The handwritten caption for this negative, not printed here, locates the two billboards, one for “Best Bet’s Buick,” and the other for Coca Cola, as standing on South Alaskan Way, “75 feet s. of Washington.”

The featured company evidence (aka billboard) was recorded on the sunny afternoon of September 26, 1939, when South Alaskan Way was one of the favored arterials for avoiding the Central Business District. By 1939 most of Alaskan Way (aka Railroad Avenue) had been filled behind a seawall and paved with bricks or blacktop.
The well-windowed buildings along the east side of Alaskan Way have made it difficult for billboards to cover the buildings constructed there in the decade after the city’s Great Fire of 1889. The 30-plus block conflagration destroyed the waterfront as far north as University Street and so all of this neighborhood included. Here the fire claimed the City Dock and Ocean Dock, both of them built in the early 1880 when Seattle first took hold of its status as Washington Territory’s metropolis. The Great Fire also took the King Street Trestle (1878) that served the coal colliers from San Francisco, which preferred Seattle’s coal to California’s, and it

consumed Yesler’s Wharf which had been the pioneer pivot for Seattle commerce and its diverse fleet of small “Mosquito Fleet” steamers. The Coastwise dock on the far right was one of the two


long finger piers built near the foot of Yesler Way that flaunted Seattle’s prosperity following the Yukon Gold Rush in the late 1890s, The city first outfitted the “argonaut” panhandlers with the stuff needed get the gold and then on their return happily helped them get rid of it.
We expect – and hope – that Pacific readers will remember that with this weekly feature we have already made good use of the billboard collection. I confess, that it is unlike me to purchase anything, largely because there are many free resources, but also because I rarely make anything. This collection, however, was worth it. The cost was $700 or about a dollar a negative. Like this one on Alaskan Way, most date from the Great Depression, the 1930s. With a few exceptions that were shot in Everett and Bellingham, all were recorded to the sides of Seattle’s busy streets. You may expect more.

WEB EXTRAS
Anything to add, boys? Yes Jean as is our usual stunt we will pile on past scans from The Sunday Times “now and then” feature that appears usually on the back cover of its weekly ‘zine, PacificNW. This week the pile reaches 66 aka SIXTY-SIX features. (That is – so far – 66 out of about 1800.) And just now! With a phone call from Paris sent by Jean we have learned that he took a video of the historic hail storm that he and his students just ducked in Paris on one of its unseasonably hot days last week. We will continue to encourage him to include it on the blog as our first striking weather review.
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