and cafe patrons." 1900s–1930s In 1904, New York Times publisher Adolph S. Ochs moved the newspaper's operations to a new skyscraper on 42nd Street at Longacre Square, on the site of the former Pabst Hotel, which had existed on the site for less than a decade since it opened in November 1899. Ochs persuaded Mayor George B. McClellan Jr. to construct a subway station there, and the area was renamed "Times Square" on April 8, 1904. Just three weeks later, the first electrified advertisement appeared on the side of a bank at the corner of 46th Street and Broadway. The north end later became Duffy Square, and the former Horse Exchange became the Winter Garden Theatre, constructed in 1911. The New York Times moved to more spacious offices one block west of the square in 1913 and sold the building in 1961. The old Times Building was later named the Allied Chemical Building in 1963. Now known simply as One Times Square, it is famed for the Times Square Ball drop on its roof every New Year's Eve. In 1913, the Lincoln Highway Association, headed by entrepreneur Carl G. Fisher, chose the intersection of 42nd Street and Broadway (at the southeast corner of Times Square) to be the Eastern Terminus of the Lincoln Highway. This was the first road across the United States, which originally ran coast to coast through 13 states to its western terminus in Lincoln Park in San Francisco. Times Square grew dramatically after World War I. It became a cultural hub full of theatres, music halls, and upscale hotels. Advertising also grew significantly in the 1920s, growing from $25 million to $85 million over the decade. For example, the Wrigley Spearmint Gum sign, possibly the biggest electric sign "in the world," cost $9,000 per month to rent. Some contemporary critics, such as Thorstein Veblen and G. K. Chesterton, disliked the advertising at Times Square. Fritz Lang, after seeing Times Square in 1923, used it as inspiration for his dark industrial film Metropolis. Entertainment icons such as Irving Berlin, Charlie Chaplin, and Fred Astaire were closely associated with Times Square in the 1910s, 1920s, and 1930s. However, it was also during this period that the area began to be besieged by crime and corruption, in the form of gambling and prostitution; one case that garnered huge attention was the arrest and subsequent execution of police officer Charles