Evening star. [volume] (Washington, D.C.) 1854-1972, 1931-01-01
OF EST FIRMS
USING B|LLBOARDS
Many Progressive 0rganiza-
tions in Capital Turn From
: UnsightIy Advertising.

IN support of It's contention that q
negligible number of firms in Washing
ton are responsible for much of the out
door advertising which has aroused
public protest against the disorderly
and unsightly highway approaches to
the National Capital, the American
Civic. Association today made public
the results of survey of billboard
users in IA local industries.
Out of ASST firms listed in these in
dustries, the survey revealed, only Sc
are advertising their products on the
landscape.
at will be seen by this compilation
that less than per cent of the firms
In these IA industries are using bill
boards" the report stated. THE re-
manning 81 per cent seem to exist very
comfortably without them"
Rule Applies Elsewhere.
What is true about the billboard sit
uation in the Washington area is true
on the approaches to most cities.
THE same thing is true of national
advertisers Only a small percentage
are on the board" the report added.
In Washington, as elsewhere, the
American Civic Association pointed out,
the great ma iority of business and COM
mercial firms realize that outdoor adj
vertising signs. defacing the highways,
is proving to be a boomerang. Since
the growth of national public resentment
against advertising that defaceS the
landscape, the association said, industry
Is becoming more and more convinced
that billboard advertising is detrimental
to their best interests.
It is interesting to note that the ho-
tells are the greatest offenders in the
matter of billboard advertising. Out of
so hotels in Washington, 80 resort to
the boards. OF these, however, three
hotels do more than so per, cent of such
advertising.
Principal Ones Withdraw.
Washington's principal hotels, the
American Civic Association said, have
withdrawn from roadside advertising,
realizing that the erection of huge
billboards along the highways ruins
the very asset which leads tourist travel
in their direction-the beauty of the
country. Many Of the hotels are aban-
doning the large signs for the small
tavern type, it was said, while the most
progressive in many communities are
giving up outdoor advertising entirely.
Only local automobile dealers out
Of 800 listed are resorting to billboard
advertising, according to the survey.
Radio firms are listed as numbering 115,
yet only use the boards. Other indus
tries making up the IA are comparable.
Out of 400 garages, billboards adver-
tise only of them.
For firms in other lines Of industry
using billboards there are enumerated
In the survey 2 clothiers out of 40,
l ieweler out of 100, l lumber COM
pany out of 55, / optician out of IS,
paint dealers out Of rs, 3 bakeries out
of 100, 2 diaries out %, 2 movers
out Of rs, / insurance company out
of 700 and 6 restaurants out Of 400
listed.
Mrs. Lawton Makes Survey.
The survey was made by Mrs. w. L.
Iawton, chairman Of the National
Council of Roadside Beauty as O part
of her report on roadside conditions in
the Washington area.
This report will be published soon by
the American Nature Association and
given wide circulation. Mrs. Lawton,
With her husband, a retired engineer,
MADE a compilation Of all the bill
boards within an area Of approximately
20 miles of Washington.
AS a part sof the local campaign to
Danish billboards from the highways
OF the Washington area thousands OF
stickerS bearing the words, 81 favor
products not advertised on the land
scapes" are being used by housewives
and motorists. The American Civic
Association is convinced that most OF
the users of billboards, who constitute
. small minority, would abandon this
form Of outdoor advertising il they
could be convinced as others have been
convinced, that it is to their advantage
to do so. The stickers merely serve
notice that non-users of billboards are
In privileged class.