THE BRONX - The History Channel advertisement that sat on top of 20 Bruckner Blvd. for the past 15 years was recently taken down to become an advertisement of iHeartRadio.

But the sign was not always an advertisement for mass media.

Thomas Rinaldi wrote a book about iconic signs in the city titled, "New York Neon."

He says the Bruckner Boulevard location has seen its share of fluctuation over the years. It was once a place to advertise cigarettes, gasoline and beer.

"It was Knickerbocker Beer, and before that it was Ruppert Beer," Rinaldi told News 12. "It was built on top of what was apparently an ice house for the Ruppert Brewing empire. Ruppert also built Yankee Stadium, so really a deep Bronx tie to this particular spot."