Evening star. [volume] (Washington, D.C.) 1854-1972, 1931-03-10
'O|L FIRM REPLIES
TO SIGN PROTESTS
Baltimore Concern Denies
Erecting BiIIboards 0bStruct-
ing "SceniC" Beauty.

Continuing its efforts to get national
oil companies to reduce the amount of
outdoor advertising that disfigures the
highways leading into the National
Capital, the American Civic Association
has called to the attention of the Amer
lean Oil Co. of Baltimore the existence
of number of its billboard units which
might be regarded as interfering with
traffic or obstructing scenic beauty
spots along the roadsides.
Since the association appealed to
members of its Civic Committees to as
sist in the movement to improve condi-
tions in the Washington area, the
American Oil Co., which is one of the
largest users of outdoor signs in this
section, has had numerous protests
against their roadside advertising ad-
dressed to 1t.
Use Form Letter Reply.
In replying to these protests, the
company has sent identical letters, evil
IDENTIFY of the form agreed upon for use
under such circumstances. These let
tiers state, in part, as follows:
1T is our practice never to have
signs placed at points which interfere
with traffic or really obstruct scenic
beauty spots, and whenever such a
sign is brought to our attention We i'm
mediately order its removal.
due to the fact that competition
makes it essential for us to advertise
to some extent on the highways, and
that we have signed contracts for the
use Of outdoor advertising, we cannot
well discontinue its use at this time.
we will, however, promise you that
the advertising we do maintain upon
the highways will be limited and will
present the best possible appearance.
Company Denies "Sniping."
'The American Oil Co. never INDUCES
in the practice known as SHIPPING, ;
that is, never puts up small signs of
assorted sizes along the highways. All
of our boards are of the standard size
of construction and are placed upon
leased property"
These replies Of the American Oil
Co. were forward to the civic aSsocia-
ton. Miss Harlean James, its execu-
tive secretary, wrote to the oil company,
stating that while civic organizations
have not ordinarily agreed on def1ni-
lions of scenic" the American Civic
Association, however, regards groves and
groups of trees on the highways leading
into Washington as the principal scenic
assets of these roadsides.
Forwards Photographs.
With her letter she forwarded TO the
oil company a copy of the recent photo
graphic survey Of billboard conditions
in the Washington metropolitan area,
marking several boards on the Baltimore
pike which are construed as objection
able in so far as they disfigure other
wise pleasing landscapes.
I'VE shall welcome the day, and be-
lieve your company will welcome the
day, when billboards no longer mar the
pleasant roadsides of our rural high
ways" she wrote. I'VE believe that
your company will save money and sell
as much or more gas.
You are probably familiar with the
fact that the Standard Oil Co. of Cali
fornia has discontinued all advertising
On the landscape and has undertaken
campaign to improve the appearance
of the roadsides in California on the
principle, The more beauty, the more
travel: the more travel, the more gas.
I'VE should like to make it clear that
we are not opposing other forms of adj
vertising. We realize the need fol
calling the attention of the public to
products for sale. We do believe that
outdoor advertising alienates at least
as many prospective patrons as it at
tracts, II 1t attracts any"