The Fading Ad Campaign began as a photographic project documenting vintage mural ads on building brickfaces in New York City spanning nearly a century. It has become a metaphor for survival for me since, like myself, many of these ads have long outlived their expected life span. Although this project doesn’t deal directly with HIV/AIDS, it is no accident I’ve chosen to document such a transitory and evanescent subject. Of the hundreds of ads I’ve photographed, many have already been covered up, vandalized, or destroyed. But still many silently cling to the walls of buildings, barely noticed by the rushing passersby.
This blog was originally designed to be a cross-curricular instructional tool, emphasizing science & technology while examining media literacies and cultural movements. Fading Ad Blog has since grown to become a collaboration with urban archaeologist around the country and from here in Brooklyn as well. Check out the Assignments Page!
Omega Oil was the first fading ad that I photographed. I don’t remember ever noticing them before this. A friend from my photography class called me up and asked if I would walk with him through Harlem to photograph friezes & other architectural details since I had lived there before and he wasn’t comfortable walking with his camera alone. When I noticed the sign, I asked Arthur if he had seen other signs like this before. Terms like ghost signs were not in my lexicon. I was a novice. What was unimaginable at the time was the kaleidoscopic journey on which these signs would take me: From scouring the five boros with Vincenzo in 1997, to a 1999 cross country road trip that would have me sleeping on the floors and couches of the likes of Wm Stage (Ghost Signs) and Tod Swormstedt (American Sign Museum). A minor show at the N-Y Historical Society that got major press on the front pages of the NY Times. The valuable & instructive collaborations with other urban archaeologists like Kevin Walsh & Walter Grutchfield. And wonderful attention from journalists around the globe. The journey continues with the writing and publishing of the book that will feature 75 images from the inception of the project that was shot on chrome. I call it the Fading Ad Campaign’s Chrome Age. Thank you all for your support in this project.
Share your fading ads & comments!
Frank H. Jump is a Flatbush, Brooklyn artist/teacher/resident.
I was wandering the net and found your blog by chance. I’m really touched by the ad photos, thank you for this beautiful experience.
Frank — I really enjoy the old family photos – they’re great! Looks like a great family, fun times, and love. When I look at old family photos, I stare for a long time (it seems), as if I’m waiting for them to say something. I hope they whisper something wonderful to you. ==Paul
Thanks Paul- Mom gave me a suitcase full of stuff that has become a treasure-trove of posting material. Didn’t think it would be of interest at first but the response has been good. We were in Florida over the holiday! Just checked out where Sorrento is in relation to I-95. We didn’t stray too far from the interstate this trip. We are definitely driving down again. Best,
Frank
Nice blog. Fading ads have always caught my eye and impressed my soul with some of the themes you’ve mentioned. It’s nice to see someone has captured this uniquely significant phenomena so artfully.
Best to you.
April
Thank you April. How did you stumble upon my blog? I will check yours out as well. Artists Unite!
I came to your site as a Hollywood bread fan.
After seeing your pictures, I am also a
fadingad fan. Thank you for sharing these
wonderful pictures.
Thank you LJ!
Frank, I have so enjoyed reading your blog and it has piqued my interest in fading ads. After my husband died in 2004, I found myself drawn back to the city of my birth, New York and developed an interest in its history. I would take a bus in from suburbia and attend walking tours or just wander about different neighborhoods, photography anything that struck my fancy. Eventually I realized so many things I assumed would be there the next time, would be gone the next time I revisited an area. I started reading many blogs, forgotten-ny, vanishing New york, etc and came across yours. I now photograph fading signs also. Anyway, I just read your recent entry concerning Belinda Hogan of Brisbane, Australia and her work there. I so enjoyed her interview with you which read like a wonderful dialogue between two people of similar minds. Have you ever seen the movie, 87 Charing Cross Road with Anthony Hopkins and Anne Bancroft? If you haven’t, you should. The relationship between the two characters, one in New York, the other in England, reminds of the written exchanges in this film. I hope that you and Ms. Hogan get the opportunity to meet someday. I was also wondering if you ever hold any classes in New York that the public can attend.
Dear Laura- I don’t give classes but have had walking tours in the past through the Brooklyn Historical Society. Since I’ve become an elementary school teacher I haven’t had much time for anything else. I will certainly rent the movie 87 Charing Cross Road since I’ve heard about it and have always loved the work of both actors. Let me know when you plan to come to NY and I can suggest a walking path of interest.
Best,
Frank
Thanks, Frank. I am not as familiar with Brooklyn, maybe you can give me some pointers on a walk. I hope you enjoy the movie.
Laura
Love the blog. Have you been to the restaurant Sidecar on Fifth Ave & 15th St (Park Slope)? There is a great vintage sign they uncovered inside the restaurant. Originally it was an exterior wall. It is for an elixir. Great food & drink too.
Also, are you familiar with the work of Bernd & Hilla Becher?
Keep on shooting!
I saw the restaurant but didn’t eat there. Food’s good? Gotta check it out.
[…] huh? After watching this clip, we started to think about some images that “silently cling to the walls of buildings, barely noticed by the rushing passersby” and it hit us: the side of BRIC Arts |Media |Bklyn’s building (a.k.a. our home away from […]
I have photographs of a 1923 ad for Wrigley’s P.K. gum that was just uncovered after a fire damaged wall was torn down. I’ll be posting then on my blog this Thursday. Although there is some fire damage, over all the art doesn’t look all that bad off for being 85 years old.
Cool beans Gregg! Looking forward to Thursday. Shoot me a link and I’ll feature you. Best, Frank
Any idea where you took this?
http://fadingad.wordpress.com/2007/06/02/stern-bros-fuel-oil-co/
Thanks!
Ocean Avenue near Avenue R I believe.
I have a very old bottle that has a sticker on the bottom of it that says “Bonwit teller” on it. It is a Bourbon bottle that has a pewter encasing on it. Its very mysterious looking and I can not figure out where it came from? We found it under my mother in laws house and her house was built in the 40`s or 50`s. Please help!
i am looking for the vermeer hotel on 7th ave.
any elp would be apce.
I only know of the Vermeer Apartments on Seventh Avenue and West 14th Street in Chelsea.
Just found your photos today. Saw the photos of the “Saul Rendelstein” site. RENDELSTEIN is my paternal family line. It is such a rare surname that after 30+ years of genealogical research, we’ve learned that anyone, anywhere, at any time in history with that surname is related to the rest of us. Saul (1880-1954) was a merchant who specialized in plumbing supplies. His children were Sylvia (1910-1987) – by his first wife (Tillie), and then Nathaniel (1925-1931), and Judith Claire (1932-1996) – by his second wife (Aida). I’m still trying to find living members of Saul’s family – they would be his grandchildren by his daughter Judith.
Thanks Ricki! I hope you get in touch with them!
I just came across your great old photos of the life-size Tyrannosaurus Rex model from the 1964/65 New York World’s Fair. In case you’re not aware of this, Rex is alive and well and lives near Glen Rose, Texas at Dinosaur Valley State Park:
http://www.tpwd.state.tx.us/spdest/findadest/parks/dinosaur_valley/
Dinosaur Valley S.P. is a particularly apt place for a fading icon like Rex, as you can still see fading advertisements for the Cretaceous Period in the exposed bedrock uncovered by the Paluxy River.
Hello,
I was thrilled to see “Keystone Paint and Varnish” pictures on your site. My great great grandfather ran the company until my great grandfather sold it to Valspar in the 1960’s or so. What rare images you have! The clock by chance, where did you retrieve it? What a beauty! And is it for sale? I know that it is probably not but might as well ask right?
I would love some of your feedback. You just made my night!
Hey, great site! I love the old paint throughout the greater New York area. I’ve been taking some photos of it for a bit now and was going to start to post them to my tumblr account. Will definitely link out to your site! (Stumbled upon you by a search for the “Gowns and Wraps” paint on 65th/Lex).
Hey Mike- Thanks for the shout out. Looking forward to featuring your stuff. Let me know when you post. Best, Frank
Hi There-
I’ve really enjoyed perusing the beautiful collection of photos here. There is such beauty in these these ads even though they are only a whisper of their former selves. Maybe that makes them all the more beautiful.
I’m glad I found your blog, it’s lovely. Thanks for documenting~
Take Care-
This is for Ricki Randall Zunk, who was searching for quite some years I gather about my family. Saul Rendelstein was my grandfather and Ada Meyers Rendelstein was my grandmother (she died when I was 11; my grandfather died before my birth). My mother, Judith C. Rendelstein (later Rothenberg) died a number of years ago; she had three children and two grandchildren.
I hope that this was of interest to you.
Thank you for sharing some of your family history Lawrence.
Hello Frank, I’ve written to you before, I have picture’s that are similar to the ones, you’ve taken, in Great Fall, Montana, and I think Helena, love your website.
Thanks Kevin. Would love to see your shots. Best, Frank
Have you ever been to Erie, PA? You should visit before the city destroys anymore old shop buildings–they have lot’s of them here, with vintage ads on them, some that I think are remnants from the previous turn of the century! It’s a moderate city, with lot’s of run-down areas, but it’s got character and I think you’d love it. 🙂
Thanks Victoria- we made it to Sharon PA just south of there a few years ago. Now that we have the RV, it is a definite destination. <3
Take care, Frank
hey mr. jump. i had got a call, a robcall talkin say no to gay marriage, then i was like let me see there pg and they got all this crazy bullshit. and i been working on a speech that i want everyone to here, so people can really understand us. theres people out there thats saying the wrong thing, dont know what to say, and got the fake gays thats making people think its a choice and its makin us look bad. while what im tryna say is can u help me be able to talk to new york with everyon watching meaning news, papers, etc. i know u know alot about politics and activists n stuff. get back to me soon and also check out these idiots website it pissed me off. http://www.nationformarriage.org
Dear Phedora- So glad you dropped by to chat. I feel your frustration. There will always be people who will hate us- either out of fear, ignorance, or their true commitment to their Bible that we are evil. NOM (National Organization for Marriage) is committed to keeping marriage sacred in their eyes. Honestly, I don’t see how anyone else marriage can affect anyone else. Perhaps they are afraid we will do it better. Many LGBTQs don’t even believe in marriage.
I married Vincenzo in 2004 when you were still a student at 171 on Valentine’s Day basically because I was told I couldn’t. Most people in Europe don’t even marry anymore. Straight people. But when you create laws for one group of people and laws for another group, we are not equal. These laws will eventually get repealed. Just like the Civil Rights movement, justice will be served. But perhaps not in my lifetime. Hopefully yours.
So you want to fight. That is good. But fight in a way that you don’t get hurt. Fight by civil protest (non-violent) that is creative and dramatic. Obviously you want to draw attention, but good attention. There are youth groups and activist groups (like ACT UP) that could use some young blood like yours. Go to the Lesbian & Gay Center in Manhattan and ask around. Join a group that suits you and stay committed. Plan actions, and keep your cool. We will prevail. Don’t hesitate to contact me again. All the best, Mr. Jump
I want to ask you permission to use, with credit of course, the image you shot of the Poultry Market, Jersey City, NJ. My late husband worked there after his father died when he was eight years old. I am making a memorial short doc of him and would like your permission for use. I am an independent film maker and the film will be used for educational purposes, not-for-profit. My husband was a Zen monk
Rachael- Absolutely. Would you like a better resolution image? Frank
How did you ever find this faded gem:
http://fadingad.wordpress.com/2007/09/29/worcester-auto-painting-co-august-2007/#comments
It is located on GERTRUDE AVENUE in a hard to find out-of- the-way place in Worcester, Massachusetts. In the 1940’s , the sign said: “WORCESTER CITY DELIVERY” and was the garage for a very busy trucking company all during World War II. After the war, the trucking company moved to another part of Worcester and for a time the garage was used as an auto painting shop. BTW, the original name of the avenue was “The Old Wyoming Site”
You know Tom – it’s the luck of the draw. We come into a town often surreptitiously and we find what we find. I caught a glimpse of this ad from the Main Street and scrambled up the hill to the street. Thank you for the historical anecdote. I will add it to the page! Best, Frank
i am in
What are you in Norique?
It was surprising to see my painting on your site. I really knew practically nothing about Mr Rubel and now I do. As far as the image , I found it “somewhere” in one of my many books. It actually was the “Rubel Factory” and I used it as the rough basis for my painting simply because I paint Brooklyn and I liked the aesthetics of the image. It nice to discover your site. Keep up the good work.
hello,
very interesting obsession that i’m sharing..
for me, the quality of the graphic sign has to be mixed with a nice geometric building to make really a good picture refering to the greatest american phtographers.
i’m coming soon in the north of usa (montana, N&S dakota, michigan…) to catch some ! if you’ve some advices or some special interesting places to teach me…
you can see my actual french pictures on “emmanuel-georges.com” (serie = photo2000).
thank you and good luck !
Having spent my formative years (1950-1965) in Brooklyn, USA, I now find myself a transplanted Yankee in Richmond, VA. Since last July I have been photographing landmarks around Richmond for my Facebook feature “Where in River City is Bert’s camera?” I have become fascinated with all the old fading ads around here. Some of the more than 300 pix I have posted have in that genre. I found your blog because you posted a Richmond sign in 2009 that I posted this week. I will keep checking in.
Bert- Please send me a link to these postings and I will repost! Thanks for stopping by. Frank
Hello from Austria. Wonderful pictures. Please send me an E-Mail, I would like to make a bigger print from one of the fading ads…
Best wishes to dear Brooklyn, where I used to live a while ago
Judith
Dear Judith- In which image are you interested? My e-mail is frankjump [at] fadingad [dot] com. Thanks for your interest!
Dear Frank, have you received my mails? I am waiting for your answer… 😉 I am interested in “Royal Paper Corporation” and maybe also “General Pencil Company”. Please write to me soon, thank you. Best wishes from rainy Vienna, Judith
Dear Judith, I have just sent you a reply. Best, Frank
Dear Judith- I will have a contract out to you for the Paper image by tomorrow morning. I’ve been so busy with work (teacher) and the school year is spiraling to an end. Will be in the Netherlands, Belgium and France at the end of June! Best, Frank
Check out “Ghost Signs of Arkansas” published by the University of Arkansas Press.
The last time I saw Judy was 20 years ago when my husband died. She really shocked me at the time because I hadn’t seen or heard from her for over 30 years. We were childhood friends, lived on the same block, went to the same schools, spent hours talking on her front porch. I attempted to see her several times but she always avoided meeting me. Why I don’t know and I always wondered what happened. I think of her so often. Please fill me in on the family.
Sondra
Dropped in by accident, spent an hour roaming around. Thanks.
Thanks, drop in again!
Hello,
I was wondering if you accept guest post for your blog. If you do, I would like to submit a few. I’m a recent college graduate, with an English major, looking to build out my portfolio. I can write on a wide variety of topics and am sure you would be happy with the quality. Please email me back if you are interested. Thank you for your time.
– Kathleen Hubert
http://www.facebook.com/profile.php?id=100002374243662
Yes! Feel free to contact me at my email frankjump[at]fadingad[dot]com.
very cool jorney.
you took a great shot of my great grand fathers building.
corner of spring and varek
Garvin Machine Company.
Thanks for capturing a part of history.
I really enjoyed both the photoessay and essays preceding in your book.
If you’re ever down on 13th St. in Manhattan, there’s an interesting sign that seems to have been revealed by some demolitions/construction on the front of 17 E. 13th.
It is a highly stylized “Children’s Hair Cut” wooden panel–not on brick, so maybe out of your wheelhouse. Also, it’s hard to tell if it is aged or a new installation designed to look so.
Even if it is derivative or recent, it certainly is an homage of the type of work represented in your book.
Best regards, thanks for your fascinating work,
Dan
Thank you Dan! I’ll check it out when I get into Manhattan. If you could shoot it and send it to me that would be a great guest feature!
Dear Mr. Jump,
I just wanted to check whether you had seen my email from the other week in reference to using a photo posted on Fading Ad. We would like to use this photo in a noncommercial educational video that our organization (ICNC) is creating. The project is an educational, how-to kit designed to educate activists seeking to build positive relations with media outlets that cover the movement or struggle they are involved in.
The photo is of graffiti in Greenpoint, Brooklyn which says “CON$ervative GovernMENt.” It’s located on your website here: https://www.fadingad.com/fadingadblog/?p=1019
I’d be happy to provide you with more information should you require, please just send an email to the address I provided. Many thanks!
Jake Fitzpatrick
Just replied to you in an email. Sounds great.
Frank, this is such good work. I am a New Yorker who has left the city. Your work is moving and it is so very refreshing.
I thank you for what you do.
Thank you Howard. It is a joy that I share with the world. Please come back and visit. Best, Frank
I happened to come across your website when searching for Benson Burgers. My father, Norman Margolies, founded and owned the chain in the 1960s and 1970s. I was wondering if the photo of the Benson Burger ad is in your book.
Many thanks,
Gail Margolies Reid
Dear Gail- Thanks for stopping by. No, Benson Burgers has been saved for the second book 🙂 . There was so much from which to choose. Thank you for sharing your family history with us as well. Buy my book! All the best, Frank
Hello,
You might be interested by the images on my blog. Photos of NY in the 90’s…long gone landmarks, interesting places…
Signs, ads, buildings, diners, etc…
If you are, could you please post a link to this blog on your site ?
http://galessandrini.blogspot.fr/
Thanks in advance !
Greg