The Times Square Ticker: A Century of Headlines in Lights

In November of 1928, the famous “Zipper,” an electromechanical news ticker formally known as the Motograph News Bulletin, was installed on Times Tower at One Times Square. Using 14,800 incandescent light bulbs, its first message delivered news of Herbert Hoover’s Electoral College landslide victory over Alfred E. Smith. More presidential elections and other major national news events followed suit.

Ongoing enhancements to Times Square’s most famous building will soon officially induct SNA Displays into the historic lineage of the nearly century-old ticker display. After recent stretches of inactivity, the new-and-improved ticker will be a 324-foot-long LED video display system that wraps all the way around the famous trapezoidal building. It will sport a 12 mm pixel pitch and a resolution of 100 x 8,220 pixels.

A Front-Row Seat to History

Designed by Frank C. Reilly and Francis EJ Wilde, the original Zipper was a 5’ tall x 380’ long electromechanical news ticker that wrapped around One Times Square’s facade. Capable of delivering headlines within minutes, the iconic display quickly redefined the concept of “breaking news.” And when the stock market crashed the following year, Times Square was often crowded with anxious observers obsessed with acquiring up-to-the-minute information.

Perhaps the Zipper’s most historic moment occurred on the morning of August 14, 1945, at 7:30 pm local time, when a crowd estimated at 750,000 packed into Times Square for the official announcement of Japan’s surrender and the end of World War II. It was the largest audience to ever view the Motograph News Bulletin as the increasing adoption of television sets soon outpaced the need for in-person news distribution.

Not long after being introduced to the city, the Zipper had firmly established itself as a pop culture icon and major Times Square attraction, serving as a backdrop to countless films, television shows, and photographs. Many saw the ticker, with its steady flow of news and advertisements, as more than just a source of information and entertainment. It was a symbol of the humming, energetic soul of Times Square itself.  

An Evolving Technology

In addition to its historical significance, the Times Square ticker represents an interesting case study in the evolution of technology. As noted, the Zipper was originally composed of nearly 15,000 incandescent bulbs distributed in a rectangular frame. To create headlines, an operator would manually set thin, metal-plated letter elements into frames, which were then placed onto a conveyor belt. As the metal letters came into contact with a field of electrical brushes, the completed circuits would briefly light up the corresponding lightbulbs connected to the brushes. This process created the illusion of moving text as each letter passed across the grid of bulbs.

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The Motograph was eventually upgraded to light-emitting diodes (LEDs) in the late 90s, employing more than 227,000 amber LEDs and taking a major leap forward in reliability, maintenance requirements, and energy use. Eventually, full-color diodes became mainstream and transformed Times Square, along with the ticker, to what it is today.  

Each transformation reflects the broader story of electronic signage: from electromechanical beginnings to digital precision, from a row of high-energy bulbs to the sophisticated, high-resolution video systems that offer integrated graphics for a richer visual impact.

 A Living Landmark

Nearly a century after its debut, the Times Square ticker remains a symbol of the city itself, a piece of history holding its own among larger, flashier screens. And while the technology behind it has evolved dramatically, its core purpose has not: to bring people together around the events that shape their lives.

Looking Ahead

Having provided digital out-of-home displays for much of Times Square, SNA Displays is well-versed in how to integrate advanced LED video technology into the historic buildings that give New York City its world-famous skyline. We do this with respect for the historical architecture of these buildings, while also looking forward into the city’s future.

In the coming years, the ticker will continue to evolve as technology advances, just as it has for generations. What likely won’t change is its cultural resonance. The One Times Square ticker is more than a sign; it is a storyteller and a reminder that in a city of constant reinvention, history is written in lights.

Enjoy more content at Limelight: The SNA Blog or head on over to the One Times Square portfolio page. Big ideas, big experiences, big impacts. We Build Big.

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