Billboards can advertise — but they can also evangelize. Last week in Philadelphia, Dave Cline purchased a billboard in the hope of landing a date — or two. Pictured with his cat, the 28-year-old long-haired love seeker claims to be a good cook with normal hobbies.
“I hope they like me for me and not being on a billboard,” Cline said. Billboard advertising dates back to the 1830s when entertainer and artist Jared Bell created the first one for the Barnum and Bailey Circus. Nearly two centuries later, outdoor advertising continues to evolve.
Official estimates put the number of billboards in the United States at just over 350,000, though the number is likely much higher if you figure in rural advertising on barns and other structures. Colorado Springs has well over a thousand of them. While traditional billboard growth has been stagnant, digital billboards grew by 44% last year.
With less labor and the ability to change advertisements every few seconds, the medium is likely to grow exponentially in the years to come. Billboard advertising has been a controversial subject for years. The “Highway Beautification Act of 1965” was passed to address concerns the signs were polluting otherwise pretty views.
In retrospect, the legislation made a bad situation even worse. The new rules resulted in more billboards — and the government paying sign owners to take down old signs, only to see them put up new ones. It’s true that government is inherently inefficient, especially when it comes to spending our money to try and solve what many don’t think is a problem.
As someone who is sensitive to aesthetics and beauty, I have mixed feelings about the billboards I see here in Colorado Springs. If I’m honest, my opinion about them is largely dependent upon what message is being conveyed. This month along Garden of the Gods Road, “Pikes Peak Citizens for Life” have purchased a sign featuring a photograph of ten cute Dalmatian puppies.
The ad asks: “If Planned Parenthood Killed Millions of Puppies Then Would You Care?” Given the permissive abortion laws here in Colorado, it’s a good and provocative question. Why do so many yawn at the killing of a baby by abortion and yet cringe at the thought of puppies being murdered? The ubiquitous Frank Azar has a billboard farther east along the same corridor. He’s soliciting people who were injured in a ride share accident.
“The Strong Arm” says he doesn’t like advertising this way, but is being forced to because of his competitors. “Ted” must be one of them, because he has a billboard further west alongside Garden of the Gods Road. In an increasingly busy and bifurcated society where we watch different shows and visit different websites, billboards have an oversized influence since all drive the same roads.
Which has got me thinking: Why don’t area churches get together and buy up available billboard space and promote the Good News they have to share? Although our city has more than 400 churches, membership and attendance are down. The COVID pandemic shuttered most places of worship and there was a rebound of sorts in the years since, but less than 25% of our citizens are actively involved in a church. In addition to connecting us with our Creator, studies show that going to church lowers depression, reduces the risk of suicide, improves cardiovascular health, and positively expands our social circle of friends.
In an age of increasing loneliness, church promises and provides the best company. Whether advertising a specific congregation or promoting the benefits of church attendance, imagine seeing this message on area billboards: “I lift up my eyes to the mountains — where does my help come from? My help comes from the Lord, the Maker of heaven and earth.” — Psalm 121:1-2.
Going to church stands to help you unburden your troubled heart. Every billboard contains news — why not ensure they promote the best news of all? Paul J. Batura is a local writer and host of the podcast, “WHAT A LIFE! Lessons from Legends.
” He can be reached via email at [email protected] or on X @PaulBatura..
