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http://www.usatoday.com/news/nation/2008-10-16-highway-ads_N.htm?se=yahoorefer
Calif. mulls ads on road alert signs
By Thomas Frank, USA TODAY
Highway alert signs that warn motorists nationwide of delays and hazards could start to display a new, potentially distracting feature — advertising.
The California Department of Transportation may become the first state to puts ads on its alert signs along state and federal highways. Caltrans would get millions a year in ad revenue and hundreds of new high-resolution signs that show traffic alerts and rotating ads when there is no alert, agency director Will Kempton said.
California's effort comes as many states look to make money from roads, selling or leasing highways and rest stops or charging to drive in congested areas. If the practice is approved, other states are likely to follow, said Ken Kobetsky, chief engineer of the American Association of State Highway and Transportation Officials.
"It's a cash cow. But are you concerned about earning money, or are you concerned about saving lives?" Kobetsky said. A flow of changing ads could endanger motorists by holding their attention on a sign instead of the road, he said.
Alert signs have long been restricted to displaying traffic information only. They are "not an advertising medium," according to Federal Highway Administration regulations.
"Ads would undermine 50 years of federal highway policy," said Kevin Fry of Scenic America, a preservation group. Fry opposes California's effort, saying if motorists get used to seeing the ads, they might start ignoring alert signs and miss vital safety information. "The sign will be perceived as just another billboard," Fry said.
Caltrans' Kempton said his department is studying the issue to determine whether ads can be displayed safely. "At this point, this is only a concept," Kempton said.
In an Aug. 27 letter to Transportation Secretary Mary Peters, Kempton said selling ad space on alert signs could be "a 'win, win, win' situation" that would "reduce costs, generate revenue and increase employment." The federal DOT would have to approve putting ads on alert signs.
Kempton envisions Caltrans hiring an agency to replace most of the state's 657 alert signs, which display messages on light-bulb boards. Ad agencies would sell ads and give the state a cut. Caltrans would regulate ads and post alerts when needed, Kempton said.
"I'm sure given the location of those (alert signs), there would be great interest among advertisers," said Jim Cassie of the California State Outdoor Advertising Association.
Highway ads would be more distracting if they were colorful and flashy, said Suzanne Lee, a Virginia Tech road-safety expert, but a few lines of text "would probably be less of a problem."
Calif. mulls ads on road alert signs
By Thomas Frank, USA TODAY
Highway alert signs that warn motorists nationwide of delays and hazards could start to display a new, potentially distracting feature — advertising.
The California Department of Transportation may become the first state to puts ads on its alert signs along state and federal highways. Caltrans would get millions a year in ad revenue and hundreds of new high-resolution signs that show traffic alerts and rotating ads when there is no alert, agency director Will Kempton said.
California's effort comes as many states look to make money from roads, selling or leasing highways and rest stops or charging to drive in congested areas. If the practice is approved, other states are likely to follow, said Ken Kobetsky, chief engineer of the American Association of State Highway and Transportation Officials.
"It's a cash cow. But are you concerned about earning money, or are you concerned about saving lives?" Kobetsky said. A flow of changing ads could endanger motorists by holding their attention on a sign instead of the road, he said.
Alert signs have long been restricted to displaying traffic information only. They are "not an advertising medium," according to Federal Highway Administration regulations.
"Ads would undermine 50 years of federal highway policy," said Kevin Fry of Scenic America, a preservation group. Fry opposes California's effort, saying if motorists get used to seeing the ads, they might start ignoring alert signs and miss vital safety information. "The sign will be perceived as just another billboard," Fry said.
Caltrans' Kempton said his department is studying the issue to determine whether ads can be displayed safely. "At this point, this is only a concept," Kempton said.
In an Aug. 27 letter to Transportation Secretary Mary Peters, Kempton said selling ad space on alert signs could be "a 'win, win, win' situation" that would "reduce costs, generate revenue and increase employment." The federal DOT would have to approve putting ads on alert signs.
Kempton envisions Caltrans hiring an agency to replace most of the state's 657 alert signs, which display messages on light-bulb boards. Ad agencies would sell ads and give the state a cut. Caltrans would regulate ads and post alerts when needed, Kempton said.
"I'm sure given the location of those (alert signs), there would be great interest among advertisers," said Jim Cassie of the California State Outdoor Advertising Association.
Highway ads would be more distracting if they were colorful and flashy, said Suzanne Lee, a Virginia Tech road-safety expert, but a few lines of text "would probably be less of a problem."