An advertising sign on Broadway at 43rd Street in Times Square went up in smoke in October of 1963. Times photographer Carl T. Gossett Jr. was on hand during the four-alarm blaze that caused a traffic jam that lasted for hours.

"Another one of those sign jobs," remarked Fire Commissioner Edward Thompson as he arrived on scene. Firemen had to chop through the billboard which featured an ad for St. Joseph Aspirin, a remedy that aptly touted a quick fix for burning fevers. No civilians were injured, but it was reported that a hot dog stand suffered water damage. This photo was published on the front page of The New York Times on October 24, 1963.