In the early afternoon, a larger replacement flag was brought up Mount Suribachi by the Easy Company runner (messenger) which was then attached unto another Japanese steel pipe. This flag was raised by six servicemen while the first flag was lowered. A photograph of the second flag raising by Associated Press photographer Joe Rosenthal appeared in the newspapers, became renowned world-wide, made the second flag-raisers and Rosenthal famous, and led to the creation of the huge Marine Corps War Memorial (sometimes referred to as the Iwo Jima Memorial) in 1954, in Arlington, Virginia.