Evening star. [volume] (Washington, D.C.) 1854-1972, 1930-12-10

and advertising signs along the roads.
This Is being done under a general
order, he explained, and the commission
intends to cooperate fully in Kidding
the roads of all unauthorized signs.
Capt. Chester Wells, president Of the
Bethesda Chamber of Commerce, said
his organization had petitioned the
Maryland Legislature to put more
teeth" in regulations governing out
door advertising, and believed there
would be very little opposition
The coming ordinances of Montgomery
and Prince Georges Counties recently
have been revised and ordinary bill
boards are TO be restricted to industrial
zones, 1t was pointed out. The restric-
ton Is further emphasized by the reg
llation that no Signboard may be placed
in an Industrial zone without a permit.
Danger Element Realized.
Emphasis was placed by various
speakers on the fact that the bill
board is probably the least effective
means of advertising, as 1t is getting
itself recognized as a danger to the
travelling public through its attempt to
divert attention from traffic and traf-
nc signs; This was particularly pointed
out in the letter of DR.. Mcfarland, by
Mr.. Delano and Mrs. Lawton. A driver
cannot read billboard and also operate
his machine with regard for road
dangers, they pointed out. And If he
does not read the posters, their ad-
vertising value ceases.
How to persuade manufacturers and
hotel owners against this medium of
advertising, and how to build up public
opinion against it we're subjects which
came in for major consideration. MIR.
Delano suggested that an appeal be
made Ito the decency and pride" of ad-
Vertising agencies and cautioned against
any move that might be construed as a
boycott directed against billboard adj
vertised products. I'VE must try other
methods as far as they go and call the
attention Of advertisers to efforts being
made to beautify the roads so that we
can get help from them" he advised.
Individual Aid Solicited.
While he and others suggested that
the advertising agencies would fight
back, 1t was pointed out that one way
to reach the situation was to organize
group action to bring pressure to bear
on the manufacturers. The hotels of
Washington, it was pointed out, would
profit more by helping to beautify the
approaches to thc Capital, thus inviting
more motorists, than by littering the
highways with unsightly signs
Miss Harlean James, executive secre-
tary for the American Civic Association,
has prepared written suggestions for
ways in which organizations and indi-
viduals may help to clear ugliness from
the highway entrances and suggested
resolutions to be adopted by organiza-
lions in and outside of Washington.
One of the most effective of the sug-
geStlons Is a stamp campaign" the
stamps being sold at cost ($1 per ,000)
and bearing the legend. II favor prod
uctS not advertised on the landscape"
These stamps are to be used. she ex-
planned, as envelope stickers.
Improvements Are Spoiled.
Perhaps the worst grievance, it was
Is against the illegal" and UNI
authorized advertising signs that are
being plaStered on barns, trees, fences
and second-rate oil and filling stations
Civic committees cooperating with the
Mrs. Lawton explained.
could help in removing many Of these
signs and also in a campaign to limit
places Of business to one sign. The
Garden Club of America, she said, has
gone to much trouble to place markers
az various points on the District line.
These are popular places for billboard
and illegal advertising. she explained,
as her lantern slides proved.
Thirty-two hotels, she said, are using
the roadway entrances to Washington
for billboard advertising. Several of
the best hotels here, however, have re-
fused to go in for this mutilation OF
the landscaping, she explained. The
Massachusetts, Hotel Association. she
said recently vetoed all such outdoor