The new department of Beckman Instruments took the name Shockley Semi-Conductor Laboratories (the hyphen was conventional in those years). During 1955, Beckman and Shockley signed the deal, bought licenses on all necessary patents for $25,000, and selected the location in Mountain View, near Palo Alto, California. The place did not prove very successful. The vast majority of semiconductor-related companies and professionals were based on the East Coast, so Shockley posted ads in "The New York Times" and the "New York Herald Tribune". Early respondents included Sheldon Roberts of Dow Chemical, Robert Noyce of Philco, and Jay Last, a former intern of Beckman Instruments. The newspaper campaign brought some three hundred responses, and fifteen people, including Gordon Moore and David Allison, Shockley himself recruited at a meeting of the American Physical Society.