Banning Billboards?

Article

By Selena McIntyre

Can you imagine what it would be like if you drove hundreds of miles without seeing any billboards? Where would you eat when you got hungry? Where would you sleep? How nervous would you get when your gas tank reached an eighth of a tank? Would you worry more when you can't find a gas station and have no idea how far the next station is? Think about how nice it would be to see a sign that says "Gas, Food and Lodging Ahead 1 Mile." If billboards are banned then you would not be fortunate enough to see any of these helpful signs. Four states, Alaska, Hawaii, Maine & Vermont have laws that prohibit billboards!

Why would people want to get rid of billboards?
  • Some people think that billboards are an eyesore and have even compared them to graffiti!
  • Others have even argued that billboards block the sky, meadows, and lakes. However, all of these things can still be seen with or with out billboards. There are also other things that block a partial view of the sky and lake such as skyscrapers, large trees and bridges.
  • Some people think that billboards are not effective. These people have said that billboards lack the power of persuasion. If this were true, then why would you see automobiles with license plates from various states and counties every time you go to a local restaurant?
    • The Outdoor Advertising Association of America (OAAA) did a study in 1999 that stated people glance at 70% of the billboards they pass and read 63%.
  • You can't "turn off" a billboard, it's always there. One guy feels very strongly about this and even wishes he could have a restraining order on billboards! Advertisers view this as a benefit.
  • Billboards have been referred to as "Litter on a Stick." Merriam-Webster's Dictionary defines litter as: "trash, wastepaper, or garbage lying scattered about or an untidy accumulation of objects." Well kept billboards are not any of these things. In fact there are several different organizations (listed at the bottom of this article) that make sure all billboards are properly maintained.
Why should we keep billboards?
  • Many small businesses do not have the money to spend on television or radio commercials. Billboard advertising is the cheapest form of advertising and it reaches more people than any other form of advertising.
    • The OAAA says that 75% of billboard revenue comes from local businesses. If these businesses can't afford to advertise than how will people find them? More importantly, how are they going to stay in business? Our unemployment rates are too high already; removing billboards will cause millions of more people to lose their jobs.
  • Millions of people travel with out knowing what hotel they will sleep in that particular night or what they will eat for supper. Billboards lead travelers to hotels and restaurants when travelers are ready for them without delaying their trip.
    • Three fourths of Americans rely on billboards to find places while they are traveling.
  • Billboards don't just increase profits, they also help people. For example, we have done several billboards that try to convince people to stop smoking, to prevent the spread of AIDS, and offer pregnancy support.
    • Studies have shown that teens who are exposed to anti-drug ads once a day will use drugs 40% less than teens who aren't exposed to these ads.
  • Billboards are a symbol of life. Think about it, most ads show us the newest, latest, or most current trends. By doing this, they showing us that times change and so does their product or service. Life is definitely full of changes. When you see neat, well kept billboards you know that the area you are in is not abandoned.
  • They give us information. Of course billboards help us find places and some signs tell us how much further places are. Other billboards tell us about upcoming events like concerts, conferences, and festivals. Some billboards reveal very useful information like current gas prices. Knowledge is power and the more we have, the better of we will be.
  • Not only would billboard companies and small businesses suffer from the loss of billboards, but so would the people that own the land the billboards are on. All of our landowners receive either free advertising or money for allowing us to put a billboard on their property.
    • In Tampa, Florida the value of commercial property with billboards on it is 54% higher than the value of commercial property without billboards!
  • According to the OAAA, iMapData did a study about the economical effects of Vermont and Maine after they banned billboards. When compared to all other states, the economy of both Vermont and Maine rated C- to F (A+ is the best possible rating and F- is the worst.) At the time of this study, Vermont's tourism expenditures had steadily decreased and in 1996 was lower than it had been since 1974!
What does this mean for the outdoor advertising world?

Billboards now have stricter zoning laws that are closely monitored. All billboards must have permits displayed on them at all times. Some cities also require billboard companies to pay annual fees. Unfortunately, these additional fees can also cause the monthly rates of billboards to increase.

Find out the rules and statutes for each state at http://www.nahba.org/rulesandregulations.htm.

Here are links to groups that help maintain billboards and highways:

Federal Highway Administration http://www.fhwa.dot.gov/ which strives to create the best transportation systems.

National Alliance of Highway Beautification Agencies directs and manages the states outdoor advertising. http://www.nahba.org/

Unites States Department of Transportation http://www.dot.gov/

Conclusion:

Don't forget the importance of billboards. Please print this article and keep it so you will know the facts when your state or county votes whether or not to ban billboards so you will make the right choice.

Sources: "Drug ads help" www.marketingpower.com Schnaubelt, Fred "Billboards, Freedom of Speech and Property Rights" www.libertyhaven.com/personalfreedomissues/freespeechorcivillbert.../billboards.shtm Pope, Kip "Overcoming Obstacles to Better Billboard Regulation" www.cuposter.com/muniart1.htm. "New Industry Research Measures Economic Value of Billboards" www.oaaa.org/outdoor/research/imap.asp

Selena McIntyre has been a Creative Designer for BPS Outdoor Media since 1999. She has a Marketing Degree and several years of customer service experience. Selena has studied art most of her life and continues to do so now. She designs most of BPS’s billboards and has written several articles about the outdoor advertising industry. To see some of her work please visit http://www.bpsoutdoor.com/blog/ . Questions or comments? She’ll be glad to hear from you at nfo@bpsoutdoor.com