Simpson had purchased the failing Gene Crutcher Books at 2008 Magnolia Avenue from its founder, Gene Crutcher. After moving selected inventory to his own space next to Five Points Books, he leased the former Crutcher space to Steven Ford Brown, who operated the Thunder City Press there.
The new bookstore's red neon sign was made to duplicate Simpson's signature. When Rowland and Joyce Scherman opened their bar in the nearby Studio Arts Building in 1980, the named it "Joe". They leased the sign from Simpson's estate for $1 a year and repaired it.
- Legg, Craig (n.d.) "Hy Bookstores". History of Birmingham Poetry - accessed March 7, 2014