The Future of City Billboards Still in the Air

Los Angeles City Council members met Tuesday to discuss a plan to draft rules that would increase the number of digital billboards in the city but reduce the amount of billboards overall, with the city gaining revenue.

In a 11-3 vote, the City Council is set to begin gathering opinions from residents and businesses on this new set of billbard regulations.

The motion, introduced by Councilmen Paul Krekorian and Ed Reyes, would open dialogue between Clear Channel Outdoor and CBS Outdoor, two companies that control a majority of the billboards in the city. Two smaller billboard companies were also invited to draft an agreement with city officials addressing the digital sign issues.

Krekorian stated the goal is to reduce the number of static and digital billboards in the city while increasing revenue and resolving ongoing legal fights over billboards.

The report is due back in 30 days and will be heard in Council Committees before coming back to the City Council.

In a settlement in 2006, officials agreed to let CBS Outdoor and Clear Channel Outdoor change 840 traditional billboards into digital signs. Summit Media later challenged the settlement. The Smaller sign company won its case and CBS Outdoor and Clear Channel now have 102 digital billboards combined.

Traditional billboards bring in about $40,000 per month and need costly installations while digital signs can provide up to $250,000 per month and cycle a number of ads.