Judge — December 1933 — page 34: what you’re looking at

Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.

Who can Pay? “A CLASS of riders well able to afford it,” says Samuel Untermeyer, refer- ring to New York taxicab passengers. No doubt the passengers carried in Terminal Cabs can afford to pay for what they want. "Taxicab passengers spend more per day for transporta- tion than the combined passengers of all the subways, street cars, elevated, buses and tubes.” —James J. Walker. Mr. Untermeyer estimates that the City could collect $10,500,000 “even in depression” by a five cent tax on the 210,000,000 taxicab fares collected in the year. Terminal cabs number 1000 of the 19,000 licensed cabs. They are the ultra in cabs because the Terminal Company has the private stand privileges at Grand Central and the Pennsylvania Terminal, and the Waldorf-Astoria Hotel; at the leading piers; and at the ferries which serve the Lackawanna, Erie, Central Railroad of New Jersey, and the West Shore road. They are without a doubt carrying a larger number of people with above the average income than is carried by any other cabs in New York City. We have a unique method of advertising to these people—by means of an electrically lighted, rotating device showing 22 cards in colors. Each card is displayed for seven seconds and returns again for another showing in two and a half minutes. The passengers are seated, within easy reading distance, and cannot fail to read the cards. An order to the driver brings the passenger to the point of purchase. Advertising in the Terminal taxicabs has been endorsed by some of our finest local and national advertisers. Let us show you some of the beautiful cards used by other advertisers and give you a plan of campaign in the taxicabs for your business. You can spend as little as $150 a month, or up to $1350 a month and still have the same size advertisement as anyone else. Circulars will be sent upon request or a representative will call if you desire. Advertising Agency Commission 15%. Cash discount 2%. J. H. LIVINGSTON, Jr. Taxi Advertising, Inc. 425 Fifth Avenue, New York City Telephone: Caledonia 5-3460