INC NEWS - Digital Billboards: Fairway
Mike - Hotmail
mwshiflett at hotmail.com
Thu Dec 4 16:32:17 EST 2008
Skip also brings up several of the issues that I'd like to see addressed.
Like what the Billboard industry has to say about the decrepit and blighted billboards that are currently negatively affecting some of our neighborhoods.
Is there a way to have them removed in a judicious and fair manner? Is there a compromise option to encourage them in places that make sense (along highways, thorough fares, etc) rather in and around residential neighborhoods, scenic byways or rural areas?
What benefits are there to the citizens and visitors to (thru?) Durham that considering digital billboard changes might provide us?
What happens if nothing changes?
I believe that asking these questions up front like Skip and others are proposing isn't saying that we're either for or against it.........we just want some more information (accurate and correct) before passing judgement.
Mike
----- Original Message -----
From: TheOcean1 at aol.com
To: inc-list at durhaminc.org
Sent: Thursday, December 04, 2008 4:05 PM
Subject: Re: INC NEWS - Digital Billboards: Fairway
I fully agree with Skip's comments below. And didn't mean to suggest we stop discussing this issue prior to Tues night. When done in balance, it will allow us to be better prepared, as Skip points out.
If I understand correctly, residents in Burlington just woke up one morning and found a huge wooden horse already inside their compound. We already know that won't be the case here, as evidenced by this discussion.
I'm neither for, nor against, at the moment, but I see the cool advantage we have over Burlington, in that we can see the wooden horse approaching and have a chance to consider our options. If we decide before the thing gets close, we've actually cut off our options.
If we can negotiate, for example, the right to look in the horse's belly before we wheel it through the gate, and the right to dismantle and use as firewood if we choose, it might make us a warmer winter!
Skip points to an excellent idea as a possibility, donating some ad space to our non-profits. Let's keep that kind of thinking cap on.
While I'm advocating we stand in the middle of the fence until we hear all the details, I'd certainly admit that I'd personally prefer to look at trees than billboards on my drive through Burlington.
But that billboard alerting drivers that "Bubba's Country Kitchen" is off the next exit, is what is keeping Bubba in business.
Take all the billboards down around Burlington, and Burlington goes broke! Durham is a bevy of businesses of every kind. Add them all together, and it's what Durham is, among other things. We've got Bubbas, and Pappas, and the Carolina Theater and the new Performing Art Center, too. We need to get travelers to get off the highway and visit us, and support our continuing growth.
I might prefer to drive through our commercial districts and see nothing but wonderful architecture.... with no signs! But that doesn't work, so we allow signs. We carefully craft our laws to keep them tasteful, and we're about to re-look at the ones that effect highway advertising.
We should be preparing to say what we don't want, but also what we do want. We might be able to get those Trojans to rebuild that horse, possibly into a bull, one that we could welcome inside the gates safely.
Bill Anderson
In a message dated 12/4/2008 2:58:42 P.M. Eastern Standard Time, simplelist at gmail.com writes:
I agree with Bill and Mike about passing judgment prior to Tuesday night, but I also see merit to discussing the imagined possibilities. I like sharing those possibilities with others, both positive and negative. It helps me, as a citizen, prepare ahead of time for a meeting with unlimited possible discussion. I'd much rather be prepared with some flushed out community thoughts than go in there dry without having to hash out the good from the bad. Discussion, in of itself, whether we agree with it or not, is not bad at all.
So, to continue with the discussion, I think from Fairway's perspective (and my own), promoting possible proliferation of digital billboards is a great idea. It is an efficient way of delivering more targeted advertising to the masses. It is also a great way to encourage increased and more flexible revenue generation. The idea that several advertisers can be promoted like a banner ad on a website in one single day or hour in one location is an billboard advertiser's dream. I would highly encourage more digital billboard use and would do everything I could to make such a possibility occur, because it makes good business sense and it increases profitability (even after the initial capital outlay and maintenance of such boards). More later.
As a potential client, I question the efficacy of such ads, even though they will be seen during a specific time period. I like Internet advertising the best when it comes to tracking. Billboards, even the standard ones, are always a crapshoot. But as a consumer, I do notice them from time to time and have often been influenced by them. Though I ignore them most of the time.
As a citizen, I think billboards are a form of blight in most cases. Their construction, albeit sound, are not the most attractive in my opinion and I certainly do not want a constant reminder of any sort of billboard within eyeshot of my home. Overuse of advertising and signage, especially in or near residential neighborhoods, is a slap in my face and an infringement of my peace and enjoyment away from the capitalistic world. Yet they pop up and, once up, never seem to disappear.
If we end up embracing the idea and accept one or many, there are some possible benefits like opening up the opportunity for local businesses to advertise relatively quickly and efficiently their wares. Organizations, non-profits, public and government agencies all are afforded opportunity. At a price, of course, but I would suspect some appeasement will be made to sweeten the pot by offering some gratis ops too. That, I don't know. It makes more sense to charge for space rather than giving it away, but if giving some away helps encourage more acceptance, by all means, do it.
Unfortunately, a billboard is not necessarily an outlet for free speech. It is designed purely for profit. Nothing more. And, really, from a business perspective, there is absolutely nothing wrong with that. Though with this technology and the embracing of digital billboards, I guess a public access opportunity could potentially exist. Whether that would pass is a whole other can of worms.
I am curious to see and hear if the lighting output (not wattage used) has improved recently. But even with lighting contamination contained, to a degree, digital billboards are by far more vibrant... for a good logical reason. And even if we allow one or two, or just a few in the outlying areas where I also try to enjoy the natural beauty of what North Carolina has to offer, we will notice them much more than your typical billboard and, because of their potential profitability, more will be encouraged by those who manage that business. Because it makes sense to the business owner.
There are a lot of other variables to discuss when it comes to this issue. I want to discuss it now, the possibilities, before the meeting. Though I'm sure an outline of what will be discussed would help focus the discussion, I invite it. So, if the majority of members of this serve is against discussing this matter prior to the meeting, then let's discuss it offline. Doesn't matter to me. But it might matter to those who simply read posts and not participate.
I for one can assure you that I have an open mind. But an open mind does NOT mean I have not an opinion based on my current experiences with the billboard advertising giants. I am not against them, but I am against overuse and potential disregard for those living near and around such billboards. As much as I understand and support the use of available advertising outlets, billboards can be trashy in-your-face distractions. And I am way over-indulged.
But, I'm eager to find out what they have to say. My opinion might change.
So, there ya go! ;)
--Skip
----- Original Message -----
From: TheOcean1 at aol.com
To: inc-list at durhaminc.org
Sent: Thursday, December 04, 2008 11:38 AM
Subject: Re: INC NEWS -Digital Billboards: Fairway Promoti =?win...
Fortunately, there is absolutely no rush to action for the citizens.... yet. Let's take our time and see what's on the table.
I don't expect this to happen, but suppose Fairway requested just one single LED Billboard at the outskirts of town. I would assume many of those chiming in would oppose it.
Now suppose Fairway were to sweeten the pot, and offered to pay every man, woman & child in Durham $500k for the right to put up that one billboard.... would you still oppose it?
Again, I don't expect them to make that offer..... but what do we really have to discuss until we know exactly what they are proposing?
Tuesday night isn't very far away, let's relax until we hear the request directly. Waiting a few days until the information is available will make this discussion much more productive.
Bill Anderson
In a message dated 12/4/2008 11:23:49 A.M. Eastern Standard Time, kjj1 at duke.edu writes:
I hope they'll address how the industry advantage they tout in promotional materials (subject line above) will benefit the citizens who "have to see it." I also hope they'll talk about what they pay to landowners who host billboard and provide a list of who they've approached, who has agreed, and who has made contributions to support their efforts to get these billboards approved. In the immortal words of Deep Throat: Follow the money.
Kelly
Mike - Hotmail wrote:
For those interested in getting correct, accurate and up to date information on this issue, I'd highly recommend that coming to next Tuesday's INC meeting and hearing first hand what this proposal is (and isn't) about is a tantamount priority before passing judgement.
It would also be helpful to update the email subjects when they are not accurate and misleading when forwarding them with new information on any listserve.
Mike Shiflett
----- Original Message -----
From: SimpleList
To: inc-list at DurhamINC.org
Sent: Thursday, December 04, 2008 2:25 AM
Subject: Re: INC NEWS - flashing bill boards are a bad idea...
Sort of apropos... I got a kick from a quote I read from one of Fairway's promotional pieces about Digital Billboards:
“Outdoor is not an on-demand medium. You can’t choose to see it, you have to see it.” -Advertising Age
I certainly do not want one in my back yard or anywhere within a scope of vision from my home. Having driven cross country quite a bit, I have seen a lot of digital billboards. They are attention grabbers, without a doubt. And profitable too. Far more versatilely profitable than those boring old antiquated billboards.
However, whether we are for or against them, whether we like the message or not, if allowed here in Durham, we will SEE them.
--Skip
----- Original Message -----
From: "John Schelp" <bwatu at yahoo.com>
To: <inc-list at DurhamINC.org>
Sent: Wednesday, December 03, 2008 12:05 PM
Subject: INC NEWS - flashing bill boards are a bad idea...
> folks,
>
> Today's Bull City Rising has an entry on the proposal to introduce electronic bill boards in Durham...
>
> http://www.bullcityrising.com/2008/12/billboard-debate-to-star-at-december-inc-meeting.html
>
> I've seen these electronic boards in the Triad and near Richmond. They look like large flat screen TVs on a stick -- that flash different images every five seconds.
>
> Not only do the bill boards represent a distraction on the Interstate in a congested urban setting, many of these bill boards stand near homes and residential neighborhoods along the Interstate.
>
> I'm surprised this is even being considered by local officials. The INC needs to strongly oppose this move by the bill board industry.
>
> ~John Schelp
> _______________________________________________
> INC-list mailing list
> INC-list at rtpnet.org
> http://lists.deltaforce.net/mailman/listinfo/inc-list
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