Evening star. [volume] (Washington, D.C.) 1854-1972, 1957-03-17
Anti-Contro|
BY SCOTT w. LUCAS

The pocketbooks of millions of
Americans would be pinched If the
small firms that serve highway
travellers were forced out of bust
ness.
Among those adversely affected
would be not only the business
operators. but also farmers, en-
ployes of the roadside businesses,
millions of motorists and all tax
payers.
Misunderstanding legislation now
before Congress is aimed at ban
ming billboards along the new net
work of roads being built with
Federal funds. The long-range eff
fects of the legislation would cause
the closing of many motels, road
side restaurants. service stations
and other firms providing facilities
along Americas highways.
The proposed law would deny
these businessmen the right to earn
a living and force them to fold up
because advertising that reaches
and attracts their customers is the
lifeblood of these businesses. I'm
less they can tell the motorist what
they have to offer and where, they
must go out of business.
The small group of people push
ing these proposals haven't con-
sidered the economic consequences.
The entire economy of the Nation
would suffer.
Big Foetor in Economy
Roadside business has become
an important part of the economic
picture. Total annual volume of
firms serving highway users in the
United States is now $25 billion, or
81 OF every SIG spent in the Nation.
More than million people work
in these business places. They make
up between and per cent OF the
total labor force in the country.
The payroll for this group of per-
sons serving the public is about
SAT billion.
Motorists who spend their money
at roadside firms are positive proof
that these businesses are providing
necessary services for the public.
Could you imagine riding any dis
lance with your family without
knowing where you'd find gasoline.
good food, reliable and safe place
to sleep or clean restroom?
All of the 81 S billion in business
done by motels in America is spent
by people going from place to place.
Roadside restaurants receive more
than IS billion in return for serving
food and beverages to travellers.
This is about one-third Of the total
restaurant business. Nearly 81 per
cent Of the S25 billion taken in by
hotels during year comes from
motorists. Service station business
is an annual S12.4 billion item in
the United States. with close to 90
per cent Of this used for highway
driving.
Another 81 billion was spent by
motorists last year at such places
as souvenir stands. amusement
parks. private sightseeing locations,
handicraft displays and rural high
way stores.
Travellers purchasing these prod
ucts and services have made tourist
business the leading industry in
Florida, New Mexico and Nevada.
It's the second biggest business in
such States as New York. Califor-
MIA, New Hampshire, Texas. Mary
land. Kentucky and Michigan.
Formers Would Lose
Farmers. already caught in a
cost-price squeeze. would suffer even
more if they didn't receive the
revenue of roadside advertising.
Each year rural landowners receive
millions of dollars for highway ad-
vertising sites In 1854. the Ma
tons top 100 outdoor advertisers
alone spent nearly S92 million on
highway displays. A substantial
share of this money goes to farmers
and other rural landowners. Usually
this is poor land that couldn't be
farmed profitably And this in
come is not affected by parity
prices, bad weather or tariffs.
Taxpayers would be taken for
another increase in their tax bills
If the laws were passed.
If the hackers of the bills don't
ban billboards. they want the Gov
eminent TO buy up scenic easements
at great expense to the public
TO prohibit advertising on which the
businesses depend Another pro-
posal is to landscape the roadways
rather than have highway adver-
Using play its vital economic role.
Either of these schemes would
saddle taxpayers with a terrific
burden by adding to the cost of the
vast road program.
Businessmen who serve the mod
ern America that moves on high
ways want to be allowed to sell to
their market.
This is part of the free enter
prise system. Roadside businesses
should not be penalized by being
denied this basic right.
North American Newspaper AlllanceD