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10 <br />modified sign a new erection, and thereby <br />removing it from extension. <br />s King Enterprises. Inc., et al v. Thomas Township, <br />215 F.Supp 2d. 891 (E.D. Mich, 2002). Here, <br />the Township's ordinance triggered "conformity" <br />upon altering the "message, or content" of the <br />sign itself. The Court determined that the <br />Township failed to establish any justification, <br />under the Central Hudson four - pronged test, for <br />allowing such a "content -based triggering <br />event," and the provision was found <br />unconstitutional. <br />Aesthetic Benefits of Flexible <br />Communication <br />The public is on the move, both literally and figuratively, <br />and sometimes catching their attention is like hitting a <br />moving target. Bear in mind that approximately 18.6% <br />of Americans move every year. Whether they move a <br />short or long distance, they usually change their basic <br />trade area. Add to that the fact that 15-35% of the traffic <br />on a given street is `just passing through" (vacation <br />travelers and such), and you can see the great potential <br />for single stops by those unfamiliar with the area. <br />Consider further the speed at which traffic passes by the <br />average business. A motorist has only a few seconds to <br />see and comprehend any given sign. In order to succeed, <br />businesses must find a way to capture the attention of <br />passing motorists within the limited amount of time <br />available, particularly those who are "just passing <br />through." <br />Motorists often spot electronic message centers quickly <br />because the copy changes and the letters are illuminated. <br />Additionally, electronic message centers may have <br />greater visibility from further distances, especially in <br />poor Lighting conditions, giving the motorist additional <br />time to read the message displayed while safely <br />maneuvering his or her vehicle. <br />Additionally, an electronic or variable message center <br />offers a business a unique way to communicate more <br />effectively with the typical person passing by at a <br />particular time of day by allowing the business to change <br />its message and graphic to match the profile on the street. <br />The local airport in Monmouth, NJ offers a clever <br />example of this flexibility. The airport uses its display <br />to advertise price specials at peak hours to those traveling <br />by on the freeway on the way to and from work. During <br />shopping hours or after - school traffic, the airport changes <br />its display to offer community service messages. This <br />kind of flexibility increases the readership of a message <br />unit, as it can correspond to the traffic profile by the day <br />of the week, the time of day, or the season. <br />One of the leading reasons for restrictive sign codes is <br />the desire to reduce sign clutter and improve the <br />aesthetics of the business district. This goal is frequently <br />followed by tight restrictions on electronic message <br />centers. But if a city is truly trying to cut down on the <br />number of signs or to encourage aesthetically beautiful <br />sign structures, the message center can be a powerful <br />tool. <br />For one thing, changeable copy signs act as a <br />consolidating type of advertising. In other words, they <br />Electronic message centers are now being used creatively in outdoor advertising to provide viewers with timely and <br />meaningful information that would have been impossible a few short years ago. <br />s gnirne 40.om0 <br />10 <br />3/13/2003. 12:45 PM <br />