A billboard on Wilshire Boulevard in old-time Los Angeles

I was looking around the Duke University site a few days ago, which specializes in billboards, trying to find locations that would interest me, especially Los Angeles. For this one, I recognized the type of tree there (although I really don't know what they're called - I just call them "Hollywood trees") which were typical in old parts of LA. And since there was a name on the building there: James Webb, it was identified as being on Wilshire Boulevard. I went on Google Street View, and the building is still there, and got the address: 3010 Wilshire.

To be fair to the nice people at the Duke University, to them it's all about the billboard, which was clearly identified as for travelers cheques from California Bank. They don't id the exact locations, and tha's what I like to do, with the help of friends who are as fascinated by this stuff as I do. It's a lot of work, but it's a labor of love!


You're driving east on Wilshire, and you have just passed the magnificent Bullocks Wilshire (I wish it showed in this pic!). The building that says James Webb is now being used as a Post Office, and if you live around there, and can see between that building and the one that was squeezed right next to it (looks like it's the Cafe E-Um), let me know if you can see the "ghost sign" of the writing that once said James Webb. It looks like the two buildings are actually stuck together, but the triangular part is sticking up, and I'd love to know if the lettering is still there!


By the way, I've saved this file as 1937 based on the license plates of the cars. If you have more information (like what type of cars those are), please comment and I'll update this post and credit you (if you'd like).


Since I'm an old graphic designer, I'd like to point out something that you may not have noticed, which is the shallow angle of the billboard. This gives you an idea that traffic was moving at a more leisurely pace then. Nowadays billboards are set at a 90-degree angle to the road, this one has such a slight angle it's hardly noticeable. 20 degrees? 30? Also note the beautiful frame around it, and the well-cared-for lawn and hedges. I'd also like to point out the fonts, and especially the elegant little "streamline" graphics up there in the upper left. Yeah, I notice stuff like that.

Finding an image like this really tickles me. It appeals to my sense of history, especially of Los Angeles, to architecture, even the billboard, and of course the cool old cars!

Thank you for driving down Wilshire Boulevard in 1937 with me!

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