eBay Tuesday: Steel Ad Featuring Congregation Beth El

Congregation Beth El is at the center of the advertisement featured as this week's auction item, with the New London synagogue held up as an example of superb architecture and construction.

The item, offered by Max and Carrie at Vintage Alliance, is a 1970s print advertisement for the Follansbee Steel Corporation in West Virginia. This doesn't become clear unless you read the entire page, however, since the top half gives more praise to the building's architect, Paul Rudolph.

Rudolph, a Kentucky native, lived in several parts of the eastern United States during his career. He became chair of Yale University's architecture department in 1957, staying there until 1965. Some of his buildings include the Art and Architecture Building at Yale, the Jewett Art Center at Wellesley College, and several buildings at UMass-Dartmouth.

According to the Jewish Virtual Library, Conservative services were first held in New London in 1924 with Congregation Beth El formally organized in 1932. The services were held at a Blackhall Street community house, and as the synagogue prepared to move into downtown the decision was made to go to Ocean Ave. instead. The synagogue was built at its present location in 1951.

In the advertisement, Follansbee praises the "conceptual felicity and strength of execution" of the building. Congregation Beth El is also pleased with the building. "With its soaring ceilings, angled walls, and picture windows bathing the congregation in natural light, the sanctuary is breathtaking, especially when filled to capacity on the high holy days," the synagogue's website says.

Follansbee, based in a West Virginia community bearing the same name, was responsible for the sheathing and roofing of Congregation Beth El. Last year, it was reported that the company would be closing after 110 years unless a buyer could be found. However, the company's website is still active and says the company offers products such as alloy coating and stainless steel roofing.

The advertisement is about eight-and-a-half by eleven-and-a-half inches, in good condition aside from some light tanning and some stress marks on the spine edge. The starting bid is $7.95.

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