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the spot, to suit the demographics of the people passing <br />by throughout the day or week. This allows the business <br />owner to advertise specials, display public service <br />information, or provide other items of public interest in <br />a manner that can be quickly and easily read by those <br />passing at any given time. Consequently, the <br />effectiveness of an electronic message center is not <br />limited by the space or surface area constraints that <br />hamper business communication on <br />reader boards. <br />4 <br />The sophistication of electronic <br />message signs is truly amazing an . <br />electronic sign technology i•� <br />continuing to advance at <br />breathtaking pace. This rapidly <br />developing technology and <br />corresponding fall in technology cos <br />has made it possible for even a smal <br />business to produce high -impac <br />changeable copy video /graphi. <br />displays. It has also led to regulatory <br />conflicts, most often due to outdated <br />codes, a stark misunderstanding of <br />the purpose of on- premise signage, <br />and false assumptions about traffic <br />safety. Because the regulatory reaction has frequently <br />focused on the electronic message center, the balance of <br />this Signline will focus on these particular signs. <br />However, the principles addressed apply equally to all <br />forms of changeable copy signs. <br />. <br />Most Common Types <br />The industry is constantly improving existing <br />technologies and devising new technologies. As message <br />center technologies have developed. several display <br />types have become prominent. These displays may <br />present a few lines of copy, or can fill the whole sign <br />'A prior restraint exists when speech is conditione <br />upon the prior approval of public officials. ... The <br />ordinance requires engaging the [permit] process <br />whenever there is a proposed 'changing of the <br />message' on a sign. Requiring official permission to <br />change a sign's message is disturbingly suggestive of <br />authority to sanction the message itself. " <br />King Enterprises, Inc., et al v. Thomas Township <br />215 F.Supp 2d. 891 (E.D. Mich, 2002) <br />face with pictures and /or information. The newest <br />technology provides everything from monochrome <br />(single color) to full color, as well as full action to <br />produce television quality pictures and copy. Typically, <br />computers control the signs, switching arrays of light <br />and temperature dis• +' ave • -'.ne common too /s used by banks and lending institutions seeking to brand <br />their sites and become landmarks in their communities. <br />i9nlino 40,pmd <br />3113)2003, 12:45 PM <br />