After returning to the States, Bennett commissioned Stanford White to design new offices for the Herald. The new building would be located a fair distance from Park Row and competitor Joseph Pulitzer's World building, completed in 1890. Bennett obtained a 30-year lease at Sixth Avenue and 35th Street, at the south border of a small clearing then known as Dodge Plaza in honor of William Earle Dodge, who I've mentioned before.
|Park Row, and most of the competition|
|Corbett's, said to be a hangout spot for JGB Jr., c. 1900. Photo: MCNY|
Instead of poets lining the roof, Bennett chose his spirit animal, the owl. (The more I learn about him, the more hipster he starts to sound: a bearded, heavy drinking, somewhat arrogant but also creative person with an abundance of family resources and a questionable work ethic. Insert "Put a Bird on it" joke here.) In any case, he claims that an owl's cry saved him at sea or something during his Civil War service.
|the Herald building shortly after construction. Postcard: Pisark's|
Ever-conscious of public perception, Bennett mandated that there would be windows along the Broadway side of the building allowing passersby to view the presses below. People loved it and regularly crowded at them to watch sheet after sheet of the Herald come off the presses.
|The Herald building's elaborate western facade and people crowding near the windows, c. 1902 Photo: LOC|
|The Herald presses, c. 1902. Photo: LOC|
Broderick, Mosette. Triumvirate, McKim, Mead & White: Art, Architecture, Scandal, and Class in America’s Gilded Age.