After nearly a year of dropping semi-subtle plugs
for what I've come to call the "neon book", I'm happy to finally be able
to offer a peek at what this book of mine will actually look like.
Last week, after some final tweaks and revisions
to the proofs, W.W. Norton sent her out to the printer. The book's
actual title is New York Neon. The release is still a few months away
(I'll keep some shameless self promotion up my sleeve for that event),
but here's a preview.
The Cover.
To design the book's cover and interior, Norton
hired the graphic design studio Modern Good, who did a gorgeous job with
the layout and especially, I think, the cover (above). The title font
is Tarzana, a contemporary alphabet that suggests
the letterforms you'll see on the old signs pictured inside the book.
The book's content is the product of about six
years of obsessive labor. I began casually photographing old neon signs
in New York back in 2006. To my surprise, I realized no one had done a
book on the subject – sure, there are books
about old neon signs in LA, Vegas, Rt. 66, the USA as a whole, etc.,
and books that memorialize the great Times Square spectaculars – but
none covering the real workhorse storefront signs of midcentury New
York.
Pages from the Introduction.
Although many share my enjoyment of these old
signs, I found that few people – myself included – really understood the
intricacies of how they came to be. So the first part of the book is a
heavily illustrated 50-page introduction outlining
the history of illuminated signs, of neon sign shops in New York
specifically, the story of their design and fabrication, and the way
popular sentiment toward the signs has evolved through the years. There
is also an appendix at the back of the book with
short "bios" on a handful of the more prominent neon shops that
operated in New York during the early to middle decades of the 20th century.
After the introduction comes the real main course – 125 pages of contemporary photographs showing the signs as they exist today throughout the five boroughs of New York, in all their ancient splendor. Each sign pictured is identified by location and business name. Wherever possible, I have also provided the sign’s maker and date of installation, along with observations on the design or the business that commissioned it.
The production phase takes some time, but Norton
will have the book in stores in plenty of time for the holiday shopping
season. The sticker price is $26.95 – probably less than ConEd charged
to keep the P&G Bar sign lit for a long day's
night. What a deal! It's even got an ISBN number (978-0-393-73341-9)
and everything! Readers of this blog will be the first to know when
the book comes out – in the meantime, stay tuned for the usual clips
from the cutting room floor.
Many sincere thanks to Nancy Green and Ben Yarling at W.W.
Norton for all their help in getting the book ready to go, to Christine
Dahlin who helped with the editing, to Modern Good for a great job with the design,
and to everyone who helped along the way!
IN OTHER NEON NEWS:
• This is a special time of the year, if you're a fan
of old signs and commercial archeology – Debra Jane Seltzer is on the road, posting photos of great discoveries made on the course of a multi-thousand-mile roadside Americana trek. This year, Debra Jane has headed from
Brooklyn out to the Southwestern states. She'll return
by way of the American Sign Museum in Cincinnati.
• My cousin bought me a super cool neon-themed refrigerator magnet made by neon photographer Susan Mara Bregman – take a look!
• Brite Buy Liquors down in Tribeca appears to have shuttered, leaving its lovely vertical LIQUORS sign in peril.
Congrats. Can't wait to pick up the book.
ReplyDeleteIt looks really beautiful! Congratulations!
ReplyDeleteGood for you documenting this stuff - can't wait!
ReplyDeleteCongrats Tom! Can't wait to see it.
ReplyDeleteThanks for the shout-out Tom! I'm glad you liked the magnet.
ReplyDeleteYou and your readers can check out my letter / number magnets from neon signs at my Etsy shop (http://www.etsy.com/shop/rednickel).
I look forward to reading your book.
Thanks for your comments and praise everyone! So good to see this finally taking shape...
ReplyDeleteCongratulations! and thanks for all your efforts to preserve our local history including information you gave us about the tanker MARY A. WHALEN.
ReplyDeleteThis is fantastic news, Tom. And the book is gorgeous! I often think of our nights out in search of neon spumone. - Anthony
ReplyDeleteCongratulations Tom! thinking of you! Kate
ReplyDelete