Evening star. [volume] (Washington, D.C.) 1854-1972, 1931-01-14
LAND OWNERS AID
IN WAR ON SIGNS
Bethesda Women Join in
Campaign to Clear Rock
vile Pike by 1882.

movement to eliminate billboards
from the Rockville Pike and nearby
areas by enlisting the cooperation of
property owners was launched yester-
day afternoon by the BetheSda Woman's
Club. Endorsement of the civic cam
palgn to remove unsightly objects from
along the highways leading into the
National Capital before the George
Washington Bicentennial Celebration
also was voted as the club promised its
active support of efforts for roadside
Identification
To push the cleaning up of the Rock
vile Pike with the greatest expediency,
a special committee on roadside i'm
provement was appointed by the presi-
dent, Mrs. Gilbert H. Grosvenor, at the
request of Mrs. Edward M Willis, who
initiated the movement under the de-
partment of conversation. The COM
mittee is headed by Mrs. william M.
Gamble.
Plans for making the Rockville Pike
a demonstration field" will be COM
pleted when the committee meets at
the home of Mrs. Edwin c. Branden-
burg, Tuesday morning at 10 o'clock.
Miss James Speaks.
This action by the club followed an
illustrated address by Miss Harlean
James. executive secretary of the Amer
lean Civic Association, which is lead
ing the fight on billboards.
You are indeed fortunate to have a
coming ordinance in your county, which
allows advertising signs Excepting
those on places of business) only in in
dustrial zones" Miss James declared
Under these restrictions few new boards
will get in but unfortunately the law
Is not retroactive, and I see the posi-
bility of your club doing a great pioneer
work in undertaking to establish a
demonstration field to attempt to get
rid of the signs already existing when
coming took effect.
"A law such as is now being proposed
in the Maryland Legislature to restrict
billboardS by means of taxation, while
valuable to counties without coming reg
ulations, would have very little effect
here in Montgomery County It might
eliminate few of the tack and ham,
mer' type; but that will not help you in
your clean up by 1882 goal.
Public Backing Move.
1T is perfectly amazing the way pub
lie opinion has crystalized on this mat
ter in the last two or three years." Miss
James declared. THE American Civic
Association has been working on this
billboard proposition for quarter of a
Gentry, starting at a time when the
American people were not ready to rec
ogniZe beauty as a saleable commodity.
Now, however, with every business ac-
knowledging the value of beauty in its
products or undertaking, with the way
public opinion is registering itself on
this subject all over the country, we
feel that the outdoor advertisers inter-
estS and our interests are now the same,
good business.
1T must be pointed out that, in adj
dition to the flood of animosity which
makes the billboard the least effective
means of advertising ever devised, the
billboard is rapidly getting itself recog-
nized as danger to the travelling pub
lie through its attempt to divert atten-
ton from traffic and traffic signs. One
cannot read an appeal of the bill
boards that he buy something and also
operate his auto with due regard for
road dangers. If the answer is made
that he need not read the billboards,
then their advertising value certainly
ceases. Indeed, 1t is rather glaringly
evident that. as now generally practiced
in the United States. billboards are
rapidly becoming effective advertising of
what not to buy, where not to stop and
what not to dol"
The newly appointed Roadside Beau
LITIGATION Committee includes the fol-
lowing Mrs Brandenburg, Mrs. Oliver
owen Kuhn, Mrs Willis, Mrs. Walter
E. Perry, Mrs. Herbert Evison, Mrs. g.
Frederick Imirie, Mrs. Franklin c.
Getzendanner. Mrs. Edwin H. Etz, Mrs
John A. Holmes, Mrs. Nina c. Brann,
Mrs. Frank E. McMillin, Mrs Edward L.
Stock, Mrs. George c. Bradley, Mrs
George E. Hamilton and Mrs. r. K.
Benner