The new department of Beckman Instruments took the name Shockley Semi-Conductor Laboratories (the hyphen was conventional in those years).[7] During 1955, Beckman and Shockley signed the deal,[8] bought licenses on all necessary patents for $25,000,[9] and selected the location in Mountain View, near Palo Alto, California.[6] Though Shockley did recruit four PhD physicists, William W. Happ (from Raytheon Corporation)[10] George Smoot Horsley and Leopoldo B. Valdes (both from Bell Labs), and Richard Victor Jones (a fresh Berkeley graduate),[11] the location provided limited enticement for new employees.[12] 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.[13] Early respondents included Sheldon Roberts of Dow Chemical, Robert Noyce of Philco, and Jay Last, a former intern of Beckman Instruments.[14][15] The newspaper campaign brought some three hundred responses, and fifteen people, including Gordon Moore and David Allison,[16] Shockley himself recruited at a meeting of the American Physical Society.[17]