One Times Square

One Times Square, also known as 1475 Broadway, the New York Times Building, the New York Times Tower, or simply as the Times Tower, is a 25-story, 363-foot-high (111 m) skyscraper, designed by Cyrus L. W. Eidlitz, located at 42nd Street and Broadway in New York City.

The tower was originally built to serve as the headquarters of The New York Times, which officially moved into the tower in January 1905. Eight years later, the paper moved to a new building, 229 West 43rd Street. Even after the Times left, One Times Square remained a major focal point of Times Square due to its annual New Year's Eve "ball drop" festivities, and the introduction of an electronic news ticker at street-level in 1928.

Following its sale to Lehman Brothers in 1995, One Times Square was re-purposed with advertising billboards on its facade to take advantage of its prime location within the square. Most of the building's interior remains vacant (aside from its only major tenant, a Walgreens pharmacy which occupies its lower levels, although plans were announced in 2017 to build a new Times Square museum and observatory in part of the vacant space), while its exterior features a large number of traditional and electronic billboards. Due to the large amount of revenue generated by its ads, One Times Square is considered one of the most valuable advertising locations in the world.

One Times Square
Times Square (4662956690)
General information
Location1 Times Square, New York, NY 10036
Coordinates40°45′23″N 73°59′11″W / 40.756421°N 73.9864883°WCoordinates: 40°45′23″N 73°59′11″W / 40.756421°N 73.9864883°W
OwnerJamestown, L.P. and Sherwood Equities
Roof363 ft (111 m)
Technical details
Floor count25
Floor area110,599 sq ft (10,275.0 m2)
Design and construction
ArchitectCyrus L.W. Eidlitz, Andrew C. McKenzie (presently HLW International)
DeveloperThe New York Times

Building history

The new building, on the site of the Pabst Hotel, was completed in 1904 to serve as the headquarters of The New York Times, which officially moved into the building in January 1905.[4][5][6] The paper's owner, Adolph Ochs, also successfully persuaded the city to rename the surrounding area (then known as Longacre Square) after the newspaper, becoming Times Square.[7][5][8] To help promote the new headquarters, the Times held a New Year's Eve event on December 31, 1903, welcoming the year of 1904 with a fireworks display set off from the roof of the building at midnight.[6][8][9] The event was a success, attracting 200,000 spectators, and was continued annually until 1907.[8][9] For 1908, Ochs replaced the display with what he thought would be a more spectacular event—the lowering of a lit ball down the building's flagpole at midnight, patterned off the use of time balls to indicate a certain time of day (the "ball drop" is still held on One Times Square to this day, attracting an average of one million spectators yearly).[9][7][10]

One Times Square under construction 1903
Under construction in 1903

In 1913, only eight years after it moved to One Times Square, the Times moved its corporate headquarters to 229 West 43rd Street,[7][10] which served as its home from 1913 to 2007. The Times has since moved to The New York Times Building on nearby Eighth Avenue. After leaving One Times Square, the Times still maintained ownership of the tower.[11][12][13]

On November 6, 1928, an electronic news ticker known as the Motograph News Bulletin (colloquially known as the "zipper") was introduced near the base of the building. The zipper originally consisted of 14,800 light bulbs, with the display controlled by a chain conveyor system inside the building; individual letter elements (a form of movable type) were loaded into frames to spell out news headlines. As the frames moved along the conveyor, the letters themselves triggered electrical contacts which lit the external bulbs (the zipper has since been upgraded to use modern LED technology).[4][14][12] The first headline displayed on the zipper announced Herbert Hoover's victory in that day's presidential election. The zipper was used to display other major news headlines of the era, and its content later expanded to include sports and weather updates as well.[14][12] On the evening of August 14, 1945, the zipper was famously used to announce Japan's surrender from World War II to a packed crowd in Times Square.[15]

Crowd gathers for updates to 1919 World Series
Times Sq Feb 2017 6

The Times sold the building to advertising executive and sign designer Douglas Leigh in 1961.[16][10][17] Leigh then sold the building to Allied Chemical in 1963.[16][10][17] Allied Chemical greatly modified the building's facade in a $10 million renovation, replacing intricate granite and terracotta elements with marble facing. In 1974, the building was sold to investor Alex Parker for $6.25 million, and then to the Swiss-based investment group Kemekod. Kemekod later sold the tower to an investment group led by Lawrence I. Linksman in 1982. Linksman promised further renovations to the building, including the possibility of using its north face for signage displays.[16][18][17]

Following the sale of the building by the Times, the zipper was operated on an inconsistent basis by various news outlets, and was shut off entirely between 1961 and 1965, and again from 1977 to 1986. In 1986, the ticker was revived by Newsday, which operated it until December 31, 1994. The newspaper declined to renew its lease on the ticker, believing that they "[didn't] get very much out of that sign" financially.[18][15][19] Publishing company Pearson PLC operated the zipper for a period beginning on December 31, 1994, until ceding its role to Dow Jones & Company in June 1995.[20][21]

From 1990 to 1996, Sony operated a Jumbotron on the exterior of the tower. Alongside its use for advertising and news, it was also frequently used by the producers of the late-night talk show Late Show with David Letterman, who could display a live feed from its studio on the screen as well. As a cost-saving measure, Sony declined to renew its lease of the space, leading to the subsequent removal of the Jumbotron in June 1996. Due to its frequent use by Late Show, its producer Rob Burnett jokingly considered the removal of the Jumbotron to be "a sad, sad day for New York."[22]

One Times Square has continued to house tenants in its ground-level floors: in the late 1990s, a Warner Bros. retail store filled the first three floors.[23] In early 2006, the floors were occupied by a J. C. Penney pop-up store known as The J C. Penney Experience.[24] In November 2008, pharmacy chain Walgreens opened a new flagship store in the space, renting it in a lease valued at $4 million yearly. Walgreens also introduced a new digital sign to the building as part of its grand opening: designed by Gilmore Group and constructed by D3 LED, the 17,000-square-foot (1,600 m2) sign runs diagonally up both sides of the building and contains 12 million LEDs, surpassing the nearby NASDAQ sign as the largest LED sign in Times Square.[8][25] The former electrical room in the tower's basement currently serves as a "vault" for the storage of items relating to New Year's Eve celebrations at Times Square, including the ball itself (prior to 2009), spare parts, numeral signage and other memorabilia.[26]

In September 2017, the building's owners unveiled plans to use much of the building's vacant space. Under the proposal, a museum dedicated to the history of Times Square would be built on the 15th through 17th floors, and the 18th floor would contain a new observatory. The ground level would also be renovated to provide an expanded entrance to the New York City Subway's Times Square–42nd Street station, which is directly underneath the building. Work would be completed by fall 2018. However, this has not been done as of January 2019.[27]


In 1992, the owners of One Times Square filed for bankruptcy protection.[15] In March 1995, One Times Square was sold to the financial services firm Lehman Brothers for $27.5 million. The new owners felt that it would not be cost-effective to house new tenants in the tower due to the cost of the extensive renovation required in order to make it suitable for tenants as compared to the relatively small rental revenue that its limited floor space would have brought in. Instead, they decided to market the tower as a location for advertising to capitalize on its prominent location within the Square. The entire exterior of One Times Square above the ticker was modified to add a grid frame for mounting billboard signs.[28][29][30]

Throughout 1996, One Times Square's first electronic billboards were installed, such as, a Cup Noodles billboard with steam effects was added to the front of the tower, later accompanied by an animated Budweiser sign. In October, a 55-foot video screen sponsored by ITT Corporation was introduced to the top of the tower, which would feature video advertisements and community service announcements.[31][32] In December 1996, a Panasonic display operated by NBC known as Astrovision was introduced as a replacement for Sony's Jumbotron at the base of the tower.[30][33][8]

Lehman Brothers sold One Times Square in 1997 to the Jamestown, L.P. for $117 million. Filings related to the sale revealed that the billboards on the tower had been generating a net revenue of $7 million yearly, representing a 300% profit.[23] With growing tourism and high traffic in the Times Square area (with a yearly average of over 100 million pedestrians—alongside its prominence in media coverage of New Year's festivities, seen by a wide audience yearly), annual revenue from the signs grew to over $23 million by the year 2012—rivaling London's Piccadilly Circus as the most valuable public advertising space in the world.[34][35]


Times Square Ball from above
The redesigned roof of One Times Square as seen on December 30, 2012, now featuring the New Year's ball as a permanent addition.

From 1996 to 2006, Nissin Foods operated a Cup Noodles billboard with smoke effects (an effect that had also been famously used by other Times Square billboards, such as the Camel Cigarettes sign).[31] The Cup Noodles billboard was replaced in 2006 by a General Motors billboard featuring a Chevrolet branded clock; however, as a part of cutbacks resulting from GM's bankruptcy and re-organization, the Chevrolet Clock was removed in 2009 and eventually replaced by the current Dunkin' Donuts display.[36]

On August 19, 1998, Discover Card replaced ITT Corporation as the operator and sponsor of the top-most screen on One Times Square as part of a ten-year deal. The deal came alongside the announcement that Discover Card would be an official sponsor of Times Square's New Year's Eve 2000 festivities.[37]

In 2006, News Corporation (now 21st Century Fox) replaced NBC as the operator and sponsor of the Astrovision screen.[38] In 2010, Sony returned to One Times Square by replacing the News Corp. Panasonic screen with a new high-definition LED display.[39]

In December 2007, Toshiba took over sponsorship of the top-most screen of One Times Square from Discover Card in a 10-year lease.[40] Throughout 2008, upgrades began to be made to the upper portion of One Times Square; including the installation of new Toshiba high definition LED displays (known as ToshibaVision), and the redesign of its roof to accommodate a larger New Year's Eve ball, which became a year-round fixture of the building beginning in 2009.[26][41]

On November 23, 2017, Toshiba announced that it would end its One Times Square sponsorship in early 2018, citing ongoing cost-cutting measures.[42][43][44]


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  23. ^ a b "Tower in Times Sq., Billboards and All, Earns 400% Profit". The New York Times. Retrieved January 14, 2013.
  24. ^ "What's Really Inside". The Village Voice. Retrieved January 15, 2013.
  25. ^ Collins, Glenn. "How to Stand Out in Times Square? Build a Bigger and Brighter Billboard". The New York Times. Retrieved January 14, 2013.
  26. ^ a b "When Party Is Over, the Ball Lands Here". The New York Times. Retrieved January 15, 2013.
  27. ^ Chen, Jackson (September 28, 2017). "Times Sq. Museum Aims To Steer Tourists Away From 'Elmos and Topless Women'". DNAinfo New York. Archived from the original on September 28, 2017. Retrieved September 29, 2017.
  28. ^ Levi, Vicki Gold; Heller, Steven (2004). Times Square Style: Graphics from the Great White Way. New York: Princeton Architectural Press. p. 9. ISBN 9781568984902.
  29. ^ Brill, Louis M. "Signage in the crossroads of the world". SignIndustry. Retrieved January 15, 2013.
  30. ^ a b Holusha, John. "Times Square Signs: For the Great White Way, More Glitz". The New York Times. Retrieved January 15, 2013.
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Times Square is a major commercial intersection, tourist destination, entertainment center and neighborhood in the Midtown Manhattan section of New York City at the junction of Broadway and Seventh Avenue. It stretches from West 42nd to West 47th Streets. Brightly adorned with billboards and advertisements, Times Square is sometimes referred to as "The Crossroads of the World", "The Center of the Universe", "the heart of The Great White Way", and the "heart of the world". One of the world's busiest pedestrian areas, it is also the hub of the Broadway Theater District and a major center of the world's entertainment industry. Times Square is one of the world's most visited tourist attractions, drawing an estimated 50 million visitors annually. Approximately 330,000 people pass through Times Square daily, many of them tourists, while over 460,000 pedestrians walk through Times Square on its busiest days.Formerly known as Longacre Square, Times Square was renamed in 1904 after The New York Times moved its headquarters to the then newly erected Times Building – now One Times Square – the site of the annual New Year's Eve ball drop which began on December 31, 1907, and continues today, attracting over a million visitors to Times Square every year.Times Square functions as a town square, but is not geometrically a square; it is closer in shape to a bowtie, with two triangles emanating roughly north and south from 45th Street, where Seventh Avenue intersects Broadway. Broadway runs diagonally, crossing through the horizontal and vertical street grid of Manhattan laid down by the Commissioners' Plan of 1811, and that intersection creates the "bowtie" shape of Times Square.The southern triangle of Times Square has no specific name, but the northern triangle is called Father Duffy Square. It was dedicated in 1937 to Chaplain Francis P. Duffy of New York City's U.S. 69th Infantry Regiment and is the site of a memorial to him, along with a statue of George M. Cohan, as well as the TKTS reduced-price ticket booth run by the Theatre Development Fund. Since 2008, the booth has been backed by a red, sloped, triangular set of bleacher-like stairs, which is used by people to sit, talk, eat, and take photographs.

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The Times Square Ball is a time ball located in New York City's Times Square. Located on the roof of One Times Square, the ball is a prominent part of a New Year's Eve celebration in Times Square commonly referred to as the ball drop, where the ball descends 141 feet (43 m) in 60 seconds down a specially designed flagpole, beginning at 11:59:00 p.m. ET, and resting at midnight to signal the start of the new year. In recent years, the festivities have been preceded by live entertainment, including performances by musicians.

The event was first organized by Adolph Ochs, owner of The New York Times newspaper, as a successor to a series of New Year's Eve fireworks displays he held at the building to promote its status as the new headquarters of the Times, while the ball itself was designed by Artkraft Strauss. First held on December 31, 1907, to welcome 1908, the ball drop has been held annually since, except in 1942 and 1943 in observance of wartime blackouts.

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Toshiba was founded in 1939 as Tokyo Shibaura Denki K.K. through the merger of Shibaura Seisaku-sho (founded in 1875) and Tokyo Denki (founded in 1890). The company name was officially changed to Toshiba Corporation in 1978.

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