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172
RECORD AND GUIDE
February 9, 1918
PRIVATE REALTY SALES.
Cutting Out Waste
Circulation
A PUBLICATION Avith a circulation of 300,000 charges you $300
per page insertion. That rate is hased upon the accepted rate
of a dollar per page per thousand circulation.
Bringing it down to units, it costs you one-tenth of a cent to
deliver your message to evei-yone of the 300,000—provided every
one of them reads it.
» From the price standpoint that is
undoubtedly the cheapest form of
advertising in existence. From the
price standpoint.
But—if out of that 300,000 circu¬
lation, only 50,000 readers are pos¬
sible customers of yours, then no
matter how much or how little those
50,000 may be worth to you, you
are paying $250 to talk to 250,000
persons who are^ not possible cus¬
tomers.
A waste of 250,000 in circulation—
$250 expressed to Jericho!
Furthermore, the interest of 300,-
000 persons who make up the cir¬
culation of a publication are bound
to be widely scattered and it is most
unlikely that anywhere near 50 000
of them will constitute a possible
buying contingent for any but a
very, very few advertisers.
The RECORD AND GUIDE has an
advantage over many publications
in this respect: Advertisers desirous
of reaching the buying power rep¬
resented by the closely affiliated
building and real estate interests are
assured of 100% fertile circulation.
They have the advantage of a direct
appeal for the attention of those who
specify or buy materials that go
into the buildings erected in New
York.
For 50 years the RECORD AND
GUIDE has been the recognized
great weekly newspaper and au¬
thority of the building and real es¬
tate fields of New York City and
vicinity.
Its readers represent the owners
who build in this field—leading
financial institutions who supply the
capital necessary to build—archi¬
tects who design the buildings and
specify the materials used—con¬
tractors who erect them and buy
materials—brokers, agents and man¬
agers who put through the deal, rent
the properties or manage them after
erection.
Unlike any other publications
whose average life is but a day or
thirty days at best, the RECORD
AND GUIDE lives week after week
for 52 weeks out of the year. The
official records and information of
vital interest contained in its col¬
umns are constantly referred to.
As a reference medium, it is unsur¬
passed in the United States.
In the RECORD AND GUIDE you
send your story direct. Put your
problem of getting your share of the
$200,000,000 a year which is spent
upon new construction, equipment
and maintenance in New York di¬
rectly up to us. We can solve it.
An efficient copy department is at
your service without charge.
ll^AJUi^^i^
(No. 12 of a contmtied series)
IT HE total number of sales reported
â– 'â– and not recorded in Manhattan this
week was 21 as against 25 last week
and 28 a year ago.
The number of sales south of 59th
street was 7 as compared with 12 last
week and 14 a year ago.
The sales north of 59th street aggre¬
gate 14 as compared with 13 last week
and 14 a year ago.
From the Bronx 10 sales at private
contract were reported as against 5 last
week and 8 a year ago.
Statistical tables, indicating the num¬
ber of recorded instruments, will be
found on page 178 of this issue.
Waldorf-Astoria Lease Sold.
The Waldorf-Astoria Hotel lease has
been sold by the Waldorf-Astoria Hotel
Company, George C. Boldt, Jr., president,
to a new company backed by General
T. Coleman du Pont. General du Pont
already controls the McAlpin and Clar-
idge Hotels. He owns the Equitable
Building, and has large financial in¬
terests in New York City. L. M.
Boomer, manager of the Hotel McAlpin,
will be president of the new operating
company, and Walter H. Marshall, now
the manager of the Hotel Vanderbilt,
will become manager of the Waldorf.
The estate of the late George C. Boldt
will have an interest in the controlling
company. The Waldorf-Astoria Com¬
pany, a year before Mr. Boldt's death,
took a long-term lease on the property
at a rental said to have been $1,000,000
a year. The Bellevue-Stratford in Phila¬
delphia, which is owned by the Boldt
Estate, was not affected by the transac¬
tion. There will be no consolidation of
the Waldorf-Astoria and the McAlpin
Hotels. The Waldorf Hotel, at the
corner of Fifth avenue and 34th street,
was finished in 1893, and four years
later the Astoria was completed, and
then the two became known as the
Waldorf-Astoria. The hotel has 1,385
bedrooms and 500 baths. Its value has
been placed at $20,000,000, including the
site. The Waldorf stands on the site
of the one-time home of William Wal¬
dorf Astor, while the Astoria was
erected on the site occupied for many
years as a residence of William B.
Astor. ' The ground was broken on
November 1. 1890, and the hotel was
opened for business on March 14, 1893.
General du Pont was formerly the head
of the E. I. du Pont de Nemours Powder
Company, and still retains an interest
in that business. When he retired from
active management of the powder com¬
pany a few years ago he is said to have
received cash and securities estimated to
be worth more than $20,000,000.
August Heckscher Adds to Holdings.
August Heckscher added to his hold¬
ings by acquiring from Michael Dreicer
the two buildings at 7 and 9 West 56th
street. The properties formerly be¬
longed to Mr. Heckscher, who sold them
in January. 1916, to Mr. Dreicer. He
also owns the sites of the former homes
of the late William C. Whitney and
Charles W. Morse, now covered with a
taxpayer buildine, having a frontage of
100.5 feet on Fifth avenue, and 152.6 feet
in 57th street, extending through to 56th
street, where the frontage has just been
increased to 100 feet. Mr. Heckscher
now controls a plot containing about
26,500 square feet.
Sale on Lenox Hill.
Edward W. Humphreys sold through
Pease & Elliman, the vacant lot, 21 x 100,
at 21 East 70th street, formerly a part
of the site of Lenox Library, which was
subdivided about seven years ago, and
since improved v^ith residences. Among
those who have erected homes in the
block are Henry C. Frick, Dr. Walter
James, Mrs, Henry D. Brookman and
Alvin W. Krech. The new owner con¬
templates the improvement of the site
with a dwelling for his own occupancy.
The seller is reported to have paid $82,-
500 for the lot and he acquired it about
six years ago.
RECORD AND GUIDE IS IN ITS FIFTIETH YEAR OF CONTINUOUS PUBLICATION.