Southside in Berkeley in Alameda County, California — The American West (Pacific Coastal)

Moe's Books

Berkeley History

Photographed by Andrew Ruppenstein, July 3, 2019

1. Moe's Books Marker

Inscription. In 1959, Morris (Moe) Moskowitz and his wife, Barbara, opened a small paperback bookshop on Shattuck Avenue. They soon moved to Telegraph Avenue where Moe's Books evolved into a renowned emporium featuring hundreds of thousands of books. Moe's Books was a pioneer in giving honest, fair prices by establishing a fair trade policy of offering cash or a higher value in "Moe Dollars” ("In God and Moe We Trust) for used books. These innovative trade slips-membership cards to a literary world- give previously read books respect and value. Defying Berkeley''s no-smoking ordinance, the iconoclastic, politically leftist Moskowitz enjoyed his cigars at work, typifying Telegraph Avenue''s anti-authoritarian identity. Since his death in 1997 the bookstore has remained a family-run business, continuing its legendary founder's traditions.

Berkeley Historical Plaque Project
www.berkeleyplaques.org
2014

Erected 2014 by Berkeley Historical Plaque Project.

Topics. This historical marker is listed in this topic list: Industry & Commerce. A significant historical year for this entry is 1959.

Location. 37° 51.93′ N, 122° 15.518′ W.

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Marker is in Berkeley, California, in Alameda County. It is in Southside. It is on Telegraph Avenue, on the left when traveling north. Touch for map. Marker is at or near this postal address: 2476 Telegraph Avenue, Berkeley CA 94704, United States of America. Touch for directions.

Regionally, this marker is in California’s San Francisco Bay Area

and on the Coast Ranges.

It is also on the American Pacific Coast.

Globally, it is in North America,

on the Ring of Fire,

in the Pacific Rim,

in the Western Hemisphere,

in the Western World,

and in the Anglosphere.

Historically, it finds itself in what was once New Spain

and also Mexico’s Alta California.

Other nearby markers. At least 8 other markers are within walking distance of this marker: “A People’s History of Telegraph Avenue” (within shouting distance of this marker); Mrs. E.P. (Stella) King Building (within shouting distance of this marker); Soda Works Building (within shouting distance of this marker); "In Tribute to Chiura Obata" (about 400 feet away, measured in a direct line); J. Gorman & Son Building (about 700 feet away); First Church of Christ, Scientist

Moe's Books and Marker image. Click for full size.

Photographed by Andrew Ruppenstein, July 3, 2019

2. Moe's Books and Marker

The marker is visible just to the left of the entrance.

(about 700 feet away); American Baptist Seminary of the West - Hobart Hall (about 800 feet away); Ten Speed Press (approx. 0.2 miles away). Touch for a list and map of all markers in Berkeley.

Credits. This page was last revised on February 7, 2023. It was originally submitted on July 3, 2019, by Andrew Ruppenstein of Lamorinda, California. This page has been viewed 614 times since then and 40 times this year. Photos: 1, 2. submitted on July 3, 2019, by Andrew Ruppenstein of Lamorinda, California.