Because there's not enough out there to distract you already ....

Journal Sentinel Photo by Mary Louise Schumacher

Not only do they change, the billboards are illuminated by LED light. I once knew a guy with OCD who couldn't look away from a bank sign until he saw time, temperature, and whatever message was flashing that day.

Ask anyone who studies traffic "accidents"; there are very few actual "accidents." Most are caused by careless, reckless, or inattentive driving.

From the Milwaukee Journal Sentinel:

Council approves billboard changes

Milwaukee accepts 8-second ad rotation but adds permit requirement

By LARRY SANDLER
lsandler@journalsentinel.com

Posted: March 18, 2008

Milwaukee will allow digital billboards to change their messages every eight seconds, the Common Council decided Tuesday.

But in a victory for critics of electronic billboards, the legislation will require special-use permits - and potentially public hearings - whenever a new electronic sign is erected or an old-fashioned billboard is converted to an electronic format more than 1,000 feet from a freeway or Lake Parkway.

Only nine of the city's 579 billboards are now electronic, and current rules limit them to changing messages every 30 to 60 seconds. But current rules place no limits on converting traditional billboards to electronic ones.

The new ordinance would limit how bright the digital billboards can be and would require them to be at least 400 feet from a residential neighborhood and at least 1,000 feet from each other. Ald. Mike D'Amato, the measure's chief advocate, called that reasonable regulation that wouldn't obstruct business.

Opponents of the measure, led by Aldermen Bob Bauman and Michael Murphy, focused on the electronic billboards' aesthetic impact on neighborhoods and on the possible safety hazards of distracting drivers.

But Mayor Tom Barrett and Ald. Ashanti Hamilton said the electronic billboards are more attractive than many of the old-fashioned variety. And studies conflict on whether the new signs are dangerous to traffic. The legislation allows the city to reopen the issue after a Federal Highway Administration study is completed in 2009.

Bauman and Murphy won a 9-5 vote to require the special-use permits. That means neighbors who object to the signs can voice their concerns at a hearing before the Board of Zoning Appeals.

Murphy said the change "gives the public the right to be heard. How hard is that?"

D'Amato said little public opposition had surfaced to the signs and that the special-use permit amendment "goes too far to solve a problem that doesn't exist."

Some ideas rejected

Bauman lost in a bid to require sign companies to devote 25% of the time on the digital billboards to public service announcements. He and Murphy also gave up their fight to keep messages from changing more often than every 30 seconds.

D'Amato, Hamilton and Aldermen Joe Davis Sr., Willie Wade and Jim Witkowiak opposed the special-use permits. On the final 9-5 vote to approve the entire ordinance, Ald. Tony Zielinski and Common Council President Willie Hines Jr. joined Davis, Wade and Witkowiak in opposition.

Barrett said he plans to sign the measure, which he called "a solid compromise" that balances the changes in the billboard industry with safeguards for the public. Barrett's staff lobbied for the rules on brightness and distance, but took no stand on special-use permits.

Interest in the debate overwhelmed the city's Web site, said City Clerk Ron Leonhardt. The site allows up to 34 users to view live Webcasts of council meetings, but far more viewers unsuccessfully tried to tune in after Journal Sentinel architecture critic Mary Louise Schumacher posted a link to the Webcast from her Art City blog on JSOnline.com, said Deputy City Clerk Jim Owczarski.

Comments

[Josh Strupp]

Sweet. This will give me something to look at in between driving, talking on the phone, writing down an address and drinking a cup of coffee on my way to work in the morning.

If the OTB gets one of these you'll probably see my SUV floating in the root river just off I94.

[John Michlig]

Safety - SO important, until the whiff of a few bucks overrides something so silly as safety.

Wait'll they start running Flash animations on those 'boards ....

[Bryan Maersch]

This is just as dangerous as the Allan Bradley Clock and temperature.

[Kevin Fischer]

So, John, do you have a problem, as depicted in the Journal/Sentinel photo, with a billboard that says thank you to the troops?

[John Michlig]

Nope.

But I know the Journal Sentinel would have a problem with the idea of allowing free advertising for a product depicted on a billboard they picture in their pages, so their choice for the photo is nice.

[Kevin Fischer]

Just askin'. You answered.

Welcome to the Support the Troops gang, John.

[Greg Kowalski]

John,

Great answer to that silly question.

I'm getting more disappointed by the day.

Now, back to the true nature of your blog entry.

I think 8 seconds is a bit too rapid for switching to a new ad. Next thing you know and they'll be asking for the rapid-fire ads that will be going up 1 per second.