Commissioner of Public Works to Commissioner of Police. Shanghai, April 6, 1929. Source: SMA (SMC), U1-14-3250 (1079). 

An application has been received from Mr. Mitchell Berry, Director of Transmutograph (Far East) for permission to erect a "Mutograph" illuminated sign for miscellaneous advertising on the roof of the apartment house on the above site. The building is seven stories in height and the bottom of the sign would be about 90' above the level of the roadway. The sign, which is approximately 50' long by 10' high, will be used for advertising by day and night, the advertisement automatically changing every nine seconds. I shall be glad if you will kindly let me know whether you have any objection to the application.  

Commissioner of Police  to Commissioner of Public Works. Shanghai, April 8, 1929. Source: SMA (SMC), U1-14-3250 (1080). 

There are no police objections to the erection of a Transmutograph at the corner of Bubbling Well and Seymour Roads, on the understanding that should traffic be interfered with the operation of the sign it will be removed on receipt of a written request from these Headquarters.  

Mitchell Berry (Transmutograph, Far East) to Public Works Department. Shanghai, April 9, 1929. Source: SMA (SMC), U1-14-3250 (1081-1082). 

As arranged with your Mr. Young this morning we have pleasure in sending you the undermentioned plans: 

• A. Plan of roof showing operating room and position of "Transmutograph". 
• B. Elevation plans of building and approximtae sizes of Transmutograph. 
• C. Block plan showing position of "Transmutograph" and corner of Building. 

Also recent advertising literature received which will give you an idea of the scope of the "Transmutograph". Brief particulars of the lighting effect of the "Transmutograph":

Each lamp is enclosed in a separate reflector running the full length of the globe. The whole series of lamps and reflectors are then encased in prismatic coloured glass. The low voltage filaments of the lamps and the prismatic coloured glass give a soft glow which is not piercing. The object is the creation of a soft red, green or amber light which is visible at a distance in artificial light and yet effect in daylight. A high voltage filament lamp without a coloured prismatic glass covering would give a penetrating light which would not be so easily readable at a distance. 

The full advertisement appear instantaneously and is exhibited for approximately nine seconds. It is a "still" advertisement and is not scintillating. This is followed by a period of 1 to 1,5 seconds darkness and another advertisement then appears. The load for this machine is 30 consecutive but distinctly separate advertisements. The "Transmutograph" has been in operation in Leicester Square, London, and Picadilly, Manchester, for many years. There is also one in Glasgow. One is now being erected in Lime Street, Liverpool - opposite Lime Street Station and a large one on the premises of Stagg & Russell, Lts. in Leicester Square, London. 

Mr. J. Priestnall Naylor of London, who is the recognized authority of London on Electric Signs, is the inventor of the "Transmutograph" and the manufacturer of practically all the moving signs in Piccadilly Circus, London. 

The Transmutograph has been explained in detail to the Heads of the Shanghai Electricity Department who are desirous of taking a large advertising contract as they are of the opinion that this is the type of machine which is most suitable for advertising the supply of electricity and they have further offered to grant us a special rate for current. As we understand that you are submitting your report to the Council, we shall be pleased to give a demonstration of the "Transmutograph" if the members of the Council require it.  

Report by Acting Commissioner of Public Works Department to Secretary. Shanghai, April 15, 1929. Source: SMA (SMC), U1-14-3250 (1083-1084). 

An application has been received from Mr. Mitchell Berry, Director of Transmutograph (Far East) for permission to erect a "Transmutograph" illuminated sign for miscellaneous advertising on the roof of the apartment house on the above site. The building is seven stories in height and the bottom of the sign would be about 90' abobe the level of the roadway. The sign, which is approximately 50' long by 10' high, will be used for advertising by day and night, the advertisement automatically changing every nine seconds. I forward a letter from the Applicants of the 9th inst. giving further particulars of the sign, rough plans showing the proposed position, and also various literature on the subject. The cost of the sign is about Tls. 15000.00.

I forward also a comment by the Commissioner of Police. The Chief Officed of the Fire Brigade has no objection to the proposal. 

While there does not seem to be any objection to the sign as such, I would point out that as it faces northeast, it will be visible from various residences in the neighborhood of Avenue and Gordon Roads, etc. as well as from the Majestic Hotel, and it is possible that protests may be received from residents when the sign is in operation, as the light may disturb their sleep, particularly in the Summer. 

(p.2/2) I recommend that a permit be issued upon the following conditions, vis : 

• (a) That the Applicants give an undertaking to remove the sign at any time, or to limit the hours of operation, should the Council so require. 
• (b) That the method of fixing the sign be approved by this Department before the work is commenced. 
• (c) That the Applicants agree to pay such Municipal Advertisement rates as may from time to time be authorized by the Council.

Mr Berry requests that the literature be returned to him in due course.  

S.M.C. Secretary to Mitchell Berry. Shanghai, May 6, 1929. Source: SMA (SMC), U1-14-3250 (1085-1086). 

I am directed to acknowledge receipt of your letters of April 9 and May 4, relative to your application to erect a "Transmutograph" illuminated sign for advertising purposes on the roof of the appartment house at the corner of Bubbling Well and Seymour Roads, Cadastral Lot 2419 W. In reply, I am directed to inform you that the Council approves your application  upon the following conditions, vis : 

• (a) That you give an undertaking to remove the sign at any time, or to limit the hours of operation, should the Council so require. 
• (b) That the method of fixing the sign be approved by this Department before the work is commenced. 
• (c) That you agree to pay such Municipal Advertisement rates as may from time to time be authorized by the Council.  

Mitchell Berry to Secretary. Shanghai, May 9, 1929. Source: SMA (SMC), U1-14-3250 (1085-1086). 

We thank you for your letter of the 6th instant informing us that the Council approves our application upon the conditions enumerated in your letter.  

Extract from Municipal Gazette - "Easements - Illuminated Signs". Shanghai, May 17, 1929. Source: SMA (SMC), U1-14-3250 (1088). 

Easements. Illuminated Sign. - Permission has been accorded to Transmutograph (Far East) to erect a "Transmutograph" electrical sign for the exhibition of miscellaneous advertisements, on the roof ot the apartment house at the South west corner of Bubbling Well Road and Seymour Road, subject to an undertaking by the applicants that they will remove the sign at any time or limit the hours of operation should the council so require.