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Advertising on Amber Alert
Signs?
Nannette Miranda
ABC News
September 24, 2008
SACRAMENTO, Calif. (KABC) -- There is a "freeway flap"
of sorts in California.
Governor Schwarzenegger wants to use message boards,
usually used for Amber Alerts and other emergencies, as
billboards. He says by selling ads, the state could
raise cash. However, the idea is under fire.
California drivers know them as the Amber Alert or
traffic delay message boards. They are often blank.
CalTrans is toying with the idea, proposed by Clear
Channel Outdoor, of selling advertising space on the
state's nearly 700 roadside billboards.
"I think when you look at the state of California's
transportation system and the need for repairs and
rehabilitation to that system, we've got to figure out
different ways to provide resources to accomplish that
rehabilitation," said CalTrans Director Will Kempton.
High fuel prices are forcing Californians to drive less,
so the state isn't collecting as much gas tax to fund
road projects.
CalTrans estimates ad space could bring in tens of
millions of dollars a year. But billboard opponents say
California doesn't need more road distractions and
visual pollution.
"This is absolutely the last thing we need. It's a bad
proposal. It can compromise highway safety. It's a
driver distraction," said Dennis Hathaway, Coalition to
Ban Billboard Blight.
Opponents also question how effective the message boards
will be if they're used for something other than a true
emergency.
"A lot of people who consider outdoor advertising a form
of blight tune these out," said Hathaway.
The lawmaker who wrote the bill creating the Amber Alert
System says it's a great opportunity to upgrade the
boards without taxpayer money.
The money could lead to upgrades like color-coded
traffic alerts and the actual pictures of the child and
car involved in an abduction.
"It's a much better way to engage the public in regards
to those Amber Alert signs, helping them know what they
are looking for," said State Senator George Runner
(R-Lancaster).
California would need a federal waiver for what will be
a new use of freeway signs.
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