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It's unclear whether J.M. Horton — which was acquired by Borden in the late 1920s — actually operated a business at this location. According to The New York Times, the inscriptions on many of these pediments were intended as advertisements directed at passengers on the Columbus Ave. elevated train. Also known as the Ninth Ave. El, it reportedly stood, at least in part, until the 1950s.
Surviving signage from the J.M. Horton Ice Cream Co.
302 Columbus Ave. (74th-75th Sts.), rooftop level
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Thank you!
Hi there,
Just had to comment on this photo. I walked by this building this evening (as I have at least a thousand times before) and for the first time noticed this sign. I have lived in NYC for 20 years, and worked practically across the street for two years back in the late 1980's at a restaurant called Dobson's on the corner of 76th & Columbus, and I can't believe I never noticed it. Anyway, came home and Googled the name and found your photo. Thanks for posting. Glad I found your website.
Posted by: Michael | March 02, 2008 at 09:36 PM
I have a HORTON'S envelope from 1902 that list as one of their locations 302 Columbus Ave. NY .
Larry
Posted by: Larry | February 22, 2009 at 10:37 AM
Thank you for this write-up! I saw this sign last summer and since then, have often wondered about it. Nice to know the story about it.
Posted by: Andrea@High/Low | April 06, 2010 at 07:52 PM
I saw an ad from an 1896 city directory that lists 302 Columbus as a location.
The ad says, "Use Horton's Ice Cream and you will make no mistake. There is none better in this world."
I'm convinced.
Posted by: Amriel | June 03, 2010 at 12:15 PM
Here's a slightly later ad, from 1897, that lists five Horton's "depots" where one might find ice cream, "fancy cakes," or a charlotte russe. And as you write, Amriel, 302 Columbus is among them. Thanks!
Posted by: Dave Cook | June 03, 2010 at 03:56 PM
I have a 10"x 14"cardboard advertisement that says "Treat the family!" Then has an ice cream box that says Horton's MelOrol Ice Cream A new kind of ice cream. A womans hand is putting a roll into a sundae bowl. How old is this. Mrs. Stephens
Posted by: Earlene Stephens | September 20, 2010 at 11:19 PM
Dear Mrs. Stephens:
An ad in the July 1934 edition of The New York National Guardsman...
http://dmna.state.ny.us/historic/research/NY_National_Guardsman/NYNG1934_07.pdf
...also describes Horton's Melorol as "new." Although this is my only evidence, perhaps your advertisement dates from around that time.
Posted by: Dave Cook | September 20, 2010 at 11:37 PM
I think they made the Mello-roll icecream
Posted by: Hank Hirschfeld | March 20, 2011 at 12:23 PM