An advertisement pitched at male clients, which is unusual according to architectural historian Andrew S. Dolkart, in an era in which real estate ads, if they were angled at one gender or the other, would have been pitched to women consumers. (The exception, according to Dolkart, is buildings with “bachelor flats,” which are not the size units mentioned in this ad.) Notice also the very short telephone number of the agency that was marketing the Riviera, Manhattan Leasing Co.: 6390—Barclay.
Credit: New York Times.

Note the reference to the subway station being 600 feet from the entrance of the building, which was placed on 157th Street (rather than Riverside Drive) because convenience to transportation was a major selling point in a neighborhood that was once beyond commuting distance.
Credit: New York Times.

Advertisement from 1938 promoting one of the “new” lines that resulted from the Metropolitan Life Insurance redesign of the Riviera in 1938. Note that the George Washington Bridge, which was only seven years old in 1938, was used to promote Washington Heights. Note also that the expression used at the time was “on Washington Heights” rather than “in Washington Heights.”
Credit: New York Times.

Advertisement in 1934 from the managing agents of the Riviera, Wood Dolson. Note the comparison of Washington Heights to the Arctic because of its northern location.
Credit: New York Times.

This advertisement from 1941 has the Riviera on the same page of ads as many of the classic buildings of the Upper West Side, including the Belnord, the Apthorp, the San Remo and the Beresford.
Credit: New York Times.

This 1920 ad reveals that at least for some time in that period, the Riviera became a co-op. “30% of the apartments will be sold. 70% will be rented to pay taxes and operating expenses.”
Credit: New York Times.

An advertisement for the Riviera from 1943. Note the very different graphic style from some of the earlier advertisements.
Credit: New York Times.