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"Last week the Columbia Broadcasting Systems announced [the construction of] a $1,000,000 Pacific Coast radio-center... By next October, a neon light will flash 'CBS' over the modern glass brick structures designed by famed modern architect William Lescaze (1896 1969)."

Mayor LaGuardia of New York had to take that one on the chin. The city of Los Angeles scored a point in its competition with the Big Apple when New York broadcasting executives came to realize that movie stars don't like traveling to their town to work for only a few minutes before the radio microphones. Seeing the writing on the wall, these far-seeing corner-office boys at CBS made a decisive step indicating their allegiances to movie stars over Broadway actors and moved West.

Like everyone who stays in LA too long, the CBS building is getting a facelift these days. It will cost $400-million and house the offices of the cable giant Viacom, a handful of predictable retail establishments and 200 over-priced apartments.

     


NBC and CBS Open Shop on the West Coast (Literary Digest, 1936)

NBC and CBS Open Shop on the West Coast (Literary Digest, 1936)

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