Abstract: The present invention provides a bearing assembly for use in a display assembly having a plurality of louvers which rotate in synchronism with each other and, in doing, displays different advertising messages. The bearing assembly includes a housing having an axis and a shaft extending axially through the housing. A pair of axially spaced bearings rotatably mount the shaft to the housing. A pair of collars are secured to the shaft so that the bearings are contained in between the collars while a Belleville washer is sandwiched between one collar and one bearing and exerts a compressive force on the bearings and a tension force on the shaft in order to compensate for bearing wear and manufacturing tolerances. A novel construction for mounting the louvers in their frame is also disclosed.