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<br />Cities consider how to respond to new billboard technology <br /> <br />Page 1 of 1 <br /> <br />Cities Bulletin <br /> <br />ONLINE EDITION <br /> <br />Cities consider how to respond to new billboard technology <br /> <br />Issue 2 <br />By'[or11_Grun4hogi?r <br /> <br />Published: January 10, 2007 <br /> <br />.. <br /> <br />Over the past several months, a number of billboard display companies have been introducing a new digital <br />display technology along some of the more heavily traveled highways in the state. This includes highways in both <br />greater Minnesota and in the Twin Cities metropolitan area. <br /> <br />In fact one company, Clear Channel Outdoor, ha~necently touted the fact that it had reached its goal oflaunching <br />four to six new billboard networks by the end of 2006 with the installation of eight, large, digital displays in the <br />Twin Cities metro area. The new billboards display bright vivid images and change sign facing as often as once <br />every eight seconds. <br /> <br />While the new technology is undoubtedly effective from an advertising perspective, it has raised traffic safety <br />concerns in several communities. For instance, the city of Bloomington recently completed a review of safety <br />studies related to the new technology and concluded it needed to do more with its sign regulations. The city <br />initially adopted a moratorium in order to study the issue. Then in October, it changed its sign regulations to limit <br />the frequency of sign facing changes and the brightness of the illumination. More recently, the city of Minnetonka <br />was sued by Clear Channel over a city permitting issue related to a digital sign. <br /> <br />In response to this emerging issue, the League convened a meeting of a number of affected cities to talk about <br />how and whether existing municipal regulations might be modified in order to respond to some of the issues <br />raised by this new technology. We are currently in the information-gathering stage and we will convey <br />information to all cities as it is obtained. The League is also in the process of scheduling a meeting with Clear <br />Channel to get its perspective on the matter. <br /> <br />Cities with questions or concerns may contact Paul Merwin, LMC, at (651) 281-1278 or pmerwin@lmnc,Qrg; or <br />Tom Grundhoefer, LMC, at (651) 281-1266 or tgrundho@lmnc.org. <br /> <br /> <br />LMC Board <br />QLQirt:lc:t()I~ <br /> <br />Editor; <br />Eri9aNorrisPI::rlman <br /> <br />Dt:lsigner: <br />Stephllnie Th()t:l <br /> <br />Executive Director: <br />Jim Miller <br /> <br />Copyright ~ 2006 i-f!Clgl!e Qf Mirzl'1f!sQta Cities <br />145 University Ave. West, 81. Paul, MN 55103 <br />Phone; 651-281-1200 I Toll Free: 1-800-925-1122 <br />Fax: 651-281-12991 TDD: 651-281-1290 <br /> <br />. Return to Home <br /> <br />http://www .lmnc.orglbulletinlstory .cfm ?id= 13 06&title _ id=7 <br /> <br />1/1612007 <br />