May 25, 1918
RECORD AND GUIDE
689
MANHATTAN—H. Cahane, 305 West
150 th st, has the general contract for
alterations to the 7-sty brick apartments,
50x100, at 47S-4S0 Central Park West, for
the Albany Savings Bank, 20 North Pearl
st, Albany, N. Y., owner, from plans by
Frederick G. Frost, 19 West 44th st, archi¬
tect. Cost. $25,000.
DWELLINGS.
MANHATTAN.—Marc Eidlitz & Son, 30
East 42d st, have the general contract for
alterations to the 5-sty brick dwelling,
25x75, at 5 West 54th st, for Dr. Allen
Starr, on premises, owner, from privately
prepared plans. Cost, $3,000.
FREEHOLD, N. J.—Henry P. Pierce,
6th av, Belmar, N. J., has the general con¬
tract and will do the carpentry work, for
alterations and addition to the 2^/^-sty
frame dwelling, at S4 West Main st, for
Dr. W. T. Robinson, Main st, Freehold, N.
J., owner, from plans by Warren H. Con¬
over, 114 Liberty st, Manhattan, architect.
Cost between $6,000 and $7,000.
PATERSON, N. J. (SUBS)—Cornelius
Tanis, 137 Franklin st, and Barnet Kock,
49 North York st, both of Paterson, N. J.,
have the mason and carpentry contracts
respectively for the 25^-sty frame stucco
and shingle dwelling, 34x36, and a 1-sty
frame garage, at Graham av and Law¬
rence st, for Louis Berman, 301-3 River
st, Paterson, owner, from plans by Albert
E. Sleight, Romaine Bldg, Paterson, archi¬
tect. Cost, $12,000.
EUMSPORD, N. Y.—L. G. Barnhard, 109
Saratoga av, Yonkers, N. Y., has the gen¬
eral contract and will do the carpentry
work for a 2^-sty terra cotta blocks and
stucco dwelling, 110x40, for Herman Youn¬
ker, 303 5th av, Manhattan, owner, from
plans by Buchman & Kahn, 56 West 45th
st, Manhattan, architects. Includes one
outbuilding, a terra cotta block and stucco
garage, gardner's cottage and chauffeur's
quarters, 2 stys, 75x30. The ground has an
area of ten acres. Chauncey Matlock, 30
East 42d st, Manhattan, is the steam en¬
gineer, and J. Haag, 109 Park av, Mt. Ver¬
non, N. Y., has the mason contract. Cost,
$75,000.
PORTCHESTER, N. Y.—Allison Coe, 47
Park av, Portchester, has the general con¬
tract for a 2y2-sty frame and shingle
dwelling, 24x45, on Colonial Ridge, for
Ernest Parker, Irving av, Portchester,
owner, from plans by W. Stanley Wet¬
more, Liberty sq. Portchester, architect.
Cost, $7,000.
PELHAMWOOD, N, Y.—Isaac A. Hop¬
per's Sons, Inc., 15 East 40th st, Manhat¬
tan, have the general contract for a 2-sty
frame and stucco dwelling and garage for
John Young, owner, from plans by Blood¬
good Tuttle, 44 West 34th st, Manhattan,
architect.
IRVINGTON, N. J.—Vincenzo Altieri, 25
Park av, Newark, has the general con¬
tract and will do the mason and carpen¬
try work for the six 2-sty hollow tile and
stucco dwellings, 120x30 over all, in Grace
st, for Mario Caruso, 18 Prospect av, Irv¬
ington, owner, from plans by A. Del Guer¬
cio, 800 Broad st, Newark, architect. Total
cost, $21,000.
. WEST NEW BRIGHTON, S. L—Ole Koe¬
nick, 91 Dubois av. West New Brighton,
has the general contract for a 2-sty frame
dwelling, 20x46, on the west side of
Burger av, 200 ft east of Delafield av,
for John Kane, 885 Columbus av, Man¬
hattan, owner, from privately prepared
plans. Cost, $5,000.
NEWARK, N. J.—Henry M. Doremus Co.,
36 Orange st, Newark, has the general con¬
tract and will do mason and carpentry
work, for the 1-sty brick and marble trim
addition to the dwelling at 191 Ballantine
Parkway, for Dr. H. V. Walker, 437 River¬
side av, Newark, owner, from plans by P.
S. & S. B. Sutton, Union Bldg, Newark,
architects. Cost, $9,000.
FACTORIES AND WAREHOUSES.
BROOKLYN, N. Y.—William H. Henry,
316 Flatbush av, has the general contract
for an extension to the 3-sty storage
bldg. in the west side of VanBrunt st, 200
ft south of Summit st. for the Atlantic
Basin Iron AVorks, Imlay and VanBrunt
sts, owner, from plans by Charles Wer¬
ner, 316 Flatbush av, architect. Cost,
$25,000.
LONG ISLAND CITY.—Industrial Steel
& Concrete Co., 342 5th av, Manhattan,
has the general contract for a 4-sty rein¬
forced concrete marcaroni factory, 60x100,
on the south side of Jackson av, 416 ft
west of Buckley st, for Emanuele Ron¬
zoni, 79S Broadway, Flushing, L. I., owner,
from plans by Adolph Mertin, 34 West 2Sth
st, Manhattan, architect.
NEWARK, N. J.—Halsey Construction
Co., Elmwood av, near Summit st. South
Orange, N. J., has the general contract
and will do the carpentry work, for the
1-sty brick foundry, 50x150, at th© south¬
west cor of Thomas st and Av D, for
C. A. Goldsmith, 42 Cutler st, Newark,
owner, from plans by J. Frederick Cook,
West End av, Newark, architect. Josef
Christenson. 270 Tremont av. Orange, N. J.,
has the mason contract. Cost,. $25,500.
HOSPITALS AND ASYLUMS.
YONKERS, N. Y.—William L. Crtfw Co..
103 Park av, Manhattan, has the general
contract for a 2-sty brick and steel con¬
valescents home, 85x176, at the northeast
cor of Jerome and McLean avs, for the
Neustadter Foundation, owner, c/o Will¬
iam R. Rose, 128 Broadway, Manhattan,
from plans by York & Sawyer, 50 East
41st st, Manhattan, architects. Cost, $250,-
000.
STABLES AND GARAGES.
MANHATTAN. — Joseph Paterno, 601
West 115th st, has the general contract
for a 4-sty brick garage, on a plot 75x100,
at 641-5 West 131st st. for the Weber Mc¬
Loughlin Co., 131st st and North River,
owner, from plans by J. M. Felson, 1133
Broadway, architect. Cost, $50,000.
BROOKLYN, N. Y.—John Farina, 293
21st st, has the general contract for a 1-
sty bi'ick garage, 25x100, in the south side
of State st, 75 ft west of Hoyt st, for Pat¬
rick H. Quinn, 44 Court st, owner, from
plans by Abraham Brook, 215 Montague
St. architect. Cost. $5,000.
BROOKLYN, N. Y.—Greenwald & Pol¬
lack, 215 Montague st. have the general
contract for a 1 and 2-sty brick public
garage and lodge room, 25x100, in the north
side of Varet st, 250 ft east of Graham
av, for the Hebrew Burial Society, 101
Varet st, owner, from plans by Tobias
Goldstone, 50 Graham av, architect. Cost,
$7,000.
STORES, OFFICES AND LOFTS.
MANHATTAN—Charles A. Cowen Co.,
30 East 42d st, has the general contract
for alterations to the 9-sty brick, stone
and steel office bldg, 85x106, at 90-96 Wall
st, for Louis Ettlinger, owner, c/o Cad¬
walader, Wickersham & Taft, 40 Wall st.
and G. Amsinck & Co., 6 Hanover st, les¬
see, from plans by Frederick Putnam
Piatt, 1123 Broadway, architect.
MANHATTAN—H. Kart, 87 Sunswick st,
L. I. City, has the general contract for
alterations to the 5-sty brick store and
office bldg, 20x70, at 740 Lexington av, for
the Commission Merchants Assn., 151
East 59th st, owner, from plans by M.
Joseph Harrison, World Bldg., architect.
Cost, $20,000.
MANHATTAN.—Milton Veisler, 54 Beav¬
er st, has the general contract and is
taking bids on subs for remodeling the 5-
sty brick and stone store and loft bldg
at 48-54 Beaver st, for Zabriskie Estate,
owner, c/o R. A. Carroon, 68 William st,
owner, and the Eastern Marine Under¬
writers, Inc.. Ill Broadway, lessee, from
privately prepared plans. Cost, $25,000.
MISCELLANEOUS.
BROOKLYN, N. Y.—Curtis C. Woodruff
& Co., 213 10th st, L. I. City, has the gen¬
eral contract for a 1-sty freight shed and
platform, 63x400, at the southwest cor of
Kent av and North 6th st, for Havemeyer
& Elder, 129 Front st, Manhattan, owners,
from privately prepared plans. Cost,
$38,000.
VALHALLA, N. Y.—Isaac Hopper's Sons,
Inc., 15 East 40th st, Manhattan, have the
general contract for the construction of
a granite and limestone gateway and
arch, north of Valhalla, adjoining Ken-
sico Cemetery, for the Trustees of St.
Patrick's Cathedral, Cardinal John Far¬
ley, Madison av and 50th st, Manhattan,
owner, and Bryan L. Kennelly, chairman
of Bldg Com., 156 Broadway, Manhattan,
from plans by Charles Wallford Leavitt,
220 Broadway, Manhattan. Project in¬
cludes an iron gate.
JERSEY CITY, N. J.—J. Gronan Co.,
138 4th st. Union Hill, N. J., has the gen¬
eral contract for an addition to the brick
and steel baking plant, 90x195, at the
southwest cor of Mercer and Meserole sts,
for the National Grocery Co., 480 Mont¬
gomery st, Jersey City, owner, from plans
by Rudolph W. Sailor, 76 Montgomery st,
Jersey City, architect. Cost, $66,144.
TRADE AND TECHNICAL
SOCIETY EVENTS,
NEW YORK: BUILDING SUPERINTEN¬
DENTS' ASSOCIATION meets every Tues¬
day evening at 4 West 37th st.
TECHNICAL LEAGUE OF AMERICA
holds its regular meeting the second P''ri-
day of each month. Oscar S. Teale. secre¬
tary, 240 Broadway.
The
Value of a
Name
Every business man
seeks to establish his
product, his trade-mark
or the quality of his ser¬
vices, and uses publicity
to create a demand for
them, recognizing the de¬
mand thus created as a
valuable and very definite
asset of his business.
He also understands
that after this demand is
created, competition
obliges him to constantly
defend this asset and per¬
petuate this demand aside
from his desire to in¬
crease it.
In some lines the name
or trade-mark thus estab¬
lished is regarded as
equivalent in value to the
total capital investment
and good will of the busi¬
ness.
In these times, manu¬
facturers are apt to over¬
look the necessity of con¬
stantly maintaining this
value, on account of their
inability to keep up nor¬
mal conditions, and their
failure to consider the
high rate of depreciation
that occurs due to the for¬
getfulness of the public in
all matters that are not
vital to tlieir own inter¬
ests.
The following empha¬
sizes the same point in
another way:
"One of the best things
that has come to my at¬
tention recently was the
statement that Henry
Ford, a rather well-known
and c o m f o r tably-fixed
citizen of Detroit—now
that he is embaiking in
the Tractor business^-
finds himself legally re¬
strained from calling it
the 'Ford Tractor' because
a small municipal con¬
cern was smart enough to
copyright that name."