Electronic Billboards

My brother Van has been doing battle over the issue of billboards for several years now. I think it started when a gigantic billboard was being erected in our neighborhood that was clearly over sized and not within zoning laws.
He probably never thought he would become the expert he is in understanding the issue, what influences decision makers and the intricacies of dealing with an industry that has deep pockets. Right now the issue is electronic billboards.
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Although I worked in advertising for 20 years and still occasionally do work in broadcast advertising I fully support him in his efforts. He has been a tireless watchdog for our community but it takes a lot of folks to make change and hold our decision makers accountable.
I believe billboards for the most part are obnoxious invasions on our landscape and that Columbia is not the kind of community that should be cluttered with MORE & BIGGER electronic signage.

Below is a message I'm passing on from Van about the upcoming council meeting which is where the lines are drawn.

"We need people, bodies, at the Richland County Council on Tues. March 4 to let council members know we don't want digital billboards in Richland County. The start time is usually 6pm, but people can check the agenda at 

http://www.richlandonline.com/departments/countycouncil/Sessions.asp

They frequently push controversial things down on the agenda and might not start debating it until later in the evening. 
If they can't come they need to call the following representatives who have consistently voted with the industry and against all citizen's groups and boards who have come before them."

Damon Jeter's Web Page
Phone:  (803) 254-0358
Office:   (803) 376-4303

Joseph McEachern's Web Page - Chair
Phone:  (803) 735-1808

Norman Jackson's Web Page
Phone:  (803) 223-4974

Joyce Dickerson's Web Page
Phone:  (803) 750-0154
Cell:  (803) 518-8033

Paul Livingston's Web Page
Phone:  (803) 765-1192

Bernice G. Scott's Web Page
Phone:  (803) 647-7524

This is an email I have sent to all council members:

Dear Council,

I'm writing to voice my opinion against electronic billboards.

I come from a 20 year background in advertising so I understand the value of advertising but the public really has no choice when it comes to being saturated with outdoor advertising. I also understand there are at least two sides to every argument or issue but clearly this is about more money for the billboard industry and not what is best for our community.

Who really thinks it is in the best interest of our community to have more billboards that are flashy, distracting, suck more energy and absolutely clutter the landscape that we live in? As our community leaders I would expect you to be working towards solutions of cutting energy costs and beautification of our environment not allowing and voting for more distraction, clutter. We are bombarded constantly with images, ads and messages. The line needs to be drawn somewhere. Our community is counting on you to do this.

I love Columbia and the progress we've made but billboards do nothing to bring quality to this town. Is there really any one of you that feels they enhance our quality of life except for those that erect them?

It is disheartening to see the support electronic billboards get especially when our Planning Commission has recommended postponing any action for now.

Richland County does not need more billboards, electronic or otherwise.
Stand up for the folks that care about the beauty of our landscape, the safety of our roadways and the notion that more, bigger, flashier is NOT always better.

Thank you for your time.

Sincerely,
Lee Ann Kornegay


From Sat. editorial:

Digital billboards don’t have to be distraction in Richland County
By WARREN BOLTON - Associate Editor

THE CLEAR, colorful, bright electronic billboards popping up around the Midlands represent the latest technology, but they bring with them some old — and new — concerns about outdoor advertising.

They’re concerns Richland County Council, which just a few years ago decided it wanted to meet higher standards than other communities and banned any new billboards, must weigh as it considers embracing the large electronic signs.

Billboard companies, led by Lamar Advertising, make a decent case for the newfangled signs. They say the billboards are better looking and easier to keep up than the traditional ones, haven’t been proven to be a dangerous distraction and give businesses more opportunity to advertise — in real time — to help them grow. Also, the boards allow more public service announcements, particularly Amber and fugitive alerts and other emergency announcements.

But let’s be real. This is about money, and lots of it. The large digital signs feature changeable messages that can rotate every five to 10 seconds. Whereas traditional billboards contain one message, and might generate thousands of dollars per year, an electronic board in a prime location can generate tens of thousands per month. Some of the high-tech signs can cost more than $250,000, but more than pay for themselves in short order.

So it’s no surprise that billboard companies are salivating over the idea of erecting as many as possible. Lamar Advertising already has several in the city of Columbia and Lexington County.

What I don’t understand is why Richland County is considering allowing the signs. There are three proposals before the council. Two of the plans call for a certain number or square footage of older billboards to be taken down in exchange for each electronic billboard erected. One would require the Zoning Board of Appeals to approve each sign.

In a move that is sure to confuse the public, the council has given initial approval to all three proposals and will hold a public hearing next month to allow citizens to speak on them.

Billboard companies are asking communities across the country — from California to Michigan to Tennessee to North Carolina to Georgia — to allow the new signs. Many communities, ours included, aren’t ready to deal with these new outdoor advertising gadgets. According to the billboard industry, about 700 of an estimated 450,000 billboards in the country are digital. It’s still unclear what their potential impact could be on a community.

While some communities have allowed them, others, including some in South Carolina, have rejected them — at least until they have a longer track record.

It appears that Richland County is determined to deal with this issue despite the fact that its Planning Commission, as well as its planning director and assistant administrator, have recommended the county postpone any action until 2009, when more is expected to be known.

Richland County must take its time, because once the signs are approved, they’re here to stay.

The council should be cautious about entertaining any aspect of the always-controversial billboard issue. It was responding to public sentiment when it made the tough, but correct, decision to ban any new billboards in the county. That vote was a statement that this community doesn’t welcome the clutter and blight.

Richland must be more deliberative than other communities that have not made such a value statement. Officials mustn’t take action that would compromise the effectiveness of its law.

Richland County, like other local governments, also must be careful how it regulates billboards because of a recent change in state law. Cities and counties that require companies to remove billboards now must pay owners what they would lose by not being able to rent out their space, possibly for as long as 20 years.

Here are some concerns being expressed across the country that Richland might want to consider:

• Electronic billboards’ lights shine in residential areas and distract drivers. Advertisers want them to be seen night and day, which means the lights have to be very bright and, yes, distracting.

• Questions have been raised about whether the billboards increase the cost of redevelopment or lower adjacent property values. If the county or a developer ever wishes to remove a billboard for development, what will be the cost to compensate the company?

• Some say communities should consider the increased energy use. Electronic signs use far more electricity than traditional ones.

• How do you enforce whether a sign changes ever five seconds or every seven seconds, since it’s easy to not conform at the push of a button?

Billboard companies argue the new signs are no more — and perhaps less — distracting than things that occur inside cars, such as talking on a cell phone.

Still, billboards are distractions by design, and the newer ones are meant to be even more distracting. Advertisers are drawn to the large, captivating messages.

So are drivers. That’s what makes them potentially hazardous. Motorists have rear-ended others under less-distracting circumstances.

Before Richland County Council gets distracted by a debate over three proposals that would allow electronic billboards, it should remember it has another option it could focus on.

It could do nothing.

Reach Mr. Bolton at (803) 771-8631 or wbolton@thestate.com.

Addys 08

It has probably been 10 years since the last time I attended the annual Addy Awards. The Addy Awards recognize local advertisers for their work in print, web and media. I got my share while working at Chernoff/Silver for 17 years and it was always fun to get credit for working hard and great creative.

Melissa Ligon invited me along this year and the theme was Rock & Roll in the 80s. She and her posse picked me up in a white limo complete with champaign.



Her boyfriend Allen (his name was Rancid for the night) I'd have to say put in the best effort for costume.




Melissa won several awards and got recognized for her work on the event itself.
The Township looked great and was the perfect venue for the crowd.




Mad Monkey racked up it's share of awards and won Best of Show for broadcast.

Congrats to all!