Wandering despondently, Gladys' attention is caught by a large billboard overlooking Columbus Circle with the notice, "This space for rent. Choice location. Inquire Horace Pfeiffer Co, 383 Madison Avenue." She fantasizes about her name being on the billboard and gathering up the nerve she goes to 383 Madison Avenue to inquire about the billboard. Gladys asks for "Mr. Horace Puh-feiffer," pronouncing the letter P, and is corrected by the receptionist who tells her there is no Mr. Pfeiffer. Determined, Gladys obtains an interview with a busy man conducting a telephone conversation, who brusquely tells her the sign is available, demands to know "whom she represents," and says "I'm really too busy for this sort of thing." The spunky Gladys pulls $1000 in cash from her purse, complains that the man is too "stuck up" to listen to her, asks "What sort of place treats people that way" and starts to leave. The representative relents and tells her the sign is $210 per month, three months minimum. Gladys pays $630 in cash and arranges to have her name put on the billboard.