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For $50,000 Could It Happen To You?

Posted by Columbo
December 9, 2007

ggnyt.jpg
(Picture from New York Times)

I’m a sucker for classic movies, dark brooding noir’s are my favorite, but I love them all. So when I came across this Media Life Magazine article about the electronic billboards at 7th & H, I immediately thought of the 1954 classic “It Should Happen To You.”

For those of you who don’t worship at the alter of Turner Classic Movies: in the movie an out of work model rents a billboard in NYC’s Columbus Circle advertising herself. Hilarity ensues.

The magazine article discusses the signs, target audiences, best product types to advertise, and of course the possibility of mixing in sound with the videos. It’s a pretty interesting article from a marketing standpoint, even if most of us were not impressed with the resolution of the video displays or fear being drowned out by the speakers blasting over the sidwalk.

$50,000 per month of advertising is a lot more than the $683 Gladys Glover pays for her billboard ad in NYC ($4,972.17 when adjusted for inflation), but if it brings you fame, fortune & love I guess it could be worth it. 

Related posts:

  1. Sidewalk Pollution Or Clever Marketing? (pic)
  2. Gallery Place Building Permit Update (Video Boards & 777 6th St NW Tenant)
  3. New Theme For Condo Developers: Dirty Little Secrets
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Comments
Comment by suicide_blond on December 9, 2007 @ 11:14 am

first… you KNOW i love the noir…

second..the billboards at 7th and H have yet to impress me..(and im not THAT hard to impress!)

third… the two story “projections” inside the Newseum…but clearly visible from outside at the stoplight @ 6th and Constitution… are screaming fab.

xoxo

Comment by Anon on December 9, 2007 @ 1:39 pm

The metro at Chinatown aka the Billboard exit is an assult on the ears, in loudness and content. A public space operated by DDOT and supported by our tax dollars and payment of metro fares should not a place for loud commercials. GPLiving has shown that it is not even legal to have the signs in that space. What is wrong with this city? Why does the developer collect $50,000 a month for illegal signs? Is the city just courting the favor of the developers? Are there pay-offs? Why can’t DC government get it that DC is no longer a second class city. DC govt no longer needs to woo developers with financial help. The city needs to give some luv to it’s residents.
I am an urban dweller, and for the firt time in my life I am serioulsy considering leaving DC.

Comment by pq resident living in france on December 9, 2007 @ 2:32 pm

Dear Anon,
Thank you for expressing my feeling exactly…Last time I expressed (somewhat less eloquently) my disapproval of the billboards, I was told more or less to shut up. As if anything shiny and loud and new would give us some semblance of a times square. Whatever.

I’m still interested in taking those babies down. : )

Comment by gpliving on December 9, 2007 @ 4:27 pm

#2: They actually collect $150,000 per *month* That’s three advertisers at 50K each/mo.

Comment by Nathaniel on December 9, 2007 @ 4:28 pm

I didn’t mind them when they were going up. I saw the progress every day, as I ride the Metro from and to that station every day. I must say, though that the audio from those things is horrific. The audio from the Verizon Center makes sense, and is expected, but this blaring AT&T wireless commercial(s) is horrific. I know this is a city, and a certain level of noise quickly becomes background, but this is obtrusive.

The legality of the signs doesn’t bother me. It’s the noise they are creating. I’ve taken to (when I remember that the noise is there) exiting at the other end of the Verizon Center. That’s saying something, since not much bothers me or annoys me enough to change my routine. Please just turn the volume down!

Comment by Stef on December 9, 2007 @ 6:28 pm

I agree – the noise is terrible. Coming up the Metro escalators, the blaring ads drowned out my iPod (in my own ears) and many folks on the escalators shared the same disgusted looks. It’s beyond distracting, the sound is invasive. We don’t actually need Times Square here in DC?

Comment by Anon on December 9, 2007 @ 7:07 pm

The noise level is at 75 decibels which is legal in DC. The only way to get rid of the noise is to get rid of the signs.
It doesn’t appear that AT&T is very savy. They are paying for those ugly, advertising boards with the sound blaring under to the metro and the street to cover up their own advertising windows? After all AT&T is the retail coming in. Not to mention covering up that interesting gazebo. To buy at this store would say to AT&T, the developer, the city that we approve of the signs. Boycott it!
This is the building and corner that are in all the ads for the new Penn Quarter. No one will use this cross street any longer in dipicting the new “livable” downtown.

Comment by Anonymous on December 9, 2007 @ 8:34 pm

I don’t know how many times I’ve read on here that these electronic billboards are “illegal.”

Really?

If #2 and others really believe that, then instead of fleeing to the suburbs, maybe these self-styled “urban dwellers” should engage in a some urban activism.

Try showing a little leadership and think about doing something about this. There are many ways to take something like this on, and engage others in the process.

DO something other than whine, put your tail between your legs and run away to the suburbs. Do you always leave community problems to others? Were you taught to be helpless?

Comment by Tim on December 10, 2007 @ 8:32 am

I’m curious about the “sidewalk billboards” mentioned in the article. If they’re 7X4 and double sided, where will they go? Maybe on the sides of the Verizon Center or 777?

Comment by Anon on December 10, 2007 @ 8:59 am

I am ANON #2 resonding to # 8, I emailed and phoned DC govt from DDOT, DCRA,OP, Mayor;s office, Jack Evans and Vince Grey. In the beginning they are all interested. I requested an environmental impact study. The permits were rescinded then without any notice the permits were given a go ahead. No one responded. No one would respond to the fact that the signage is illegal. If you would have my comment carefully you would note that I am frustated because I and other neighnors tried to engage the DC govt. I spent many hours doing so.

Comment by Justin on December 10, 2007 @ 9:32 am

Tim, the sidewalk billboards are on the sidewalk next to the curb, kind of like where the trach cans are. Go to http://www.pharrismedia.com and click presentation under the Gallery Place photo and click through the document.

Comment by Anonymous on December 10, 2007 @ 9:52 am

An environmental impact study??? Why, because of the noise pollution? There’s no air or water discharges and the screens themselves don’t generate any waste. There’s also no EMF argument. I’d try something other than an environmental hook here.

Comment by 777 Resident on December 10, 2007 @ 10:11 am

I’m a 777 resident. I had no idea these signs were going up until they were mounted. I agree with #8. We need to moblize and get resident support, start a petition..do something. I hate the noise pollution. I despise they ruined the aesthetics of the building. That corner is getting worse each year I’ve been in the building.

We need to attend a next council meeting and keep asking questions, particularly if it’s illegal.

Comment by Si Kailian on December 10, 2007 @ 11:08 am

You all do have the Downtown Neighborhood Association: dcdna.org

I’d suggest contacting the ANC but they arent really functioning anymore…
http://lifein.mvsna.org/index.cfm/2007/12/5/More-ANC-2C-Shenanigans

I wouldnt count on much help from jack evans office, at least the print billboard company is a big donor. Councilman Evans was instrumental in facillitating all of those giant billboards on vacant property in MVT. 11th & k, etc…they earn about 5k/week.

Look to Wells’ office, hes working on amplified speech legislation.

Comment by anon on December 10, 2007 @ 1:03 pm

Si, the DNA is fully aware of the issue, they slowed down our response time by pretending to work with DCRA for us. DNA is for developers and doesn’t want any friction with DC Govt.

Comment by anon on December 10, 2007 @ 1:04 pm

# 13 come to the next Board meeting if you want to help

Comment by anon on December 10, 2007 @ 1:09 pm

# 12 it’s not a hook. Besides the noise pollution, there is a safety issue involved. The video, the noise, the lights can cause traffic accidents at one of the busiest corners in DC. Drivers and pedistrians slow down to see what the heck it is. DDOT says they are monitoring it. I see no signs of them doing so.

Comment by Anonymous on December 10, 2007 @ 2:05 pm

#17: Traffic safety is not accounted for in environmental impact studies. You’re barking up the wrong tree.

Comment by Si Kailian on December 10, 2007 @ 3:00 pm

#15 I think you may be mixing DNA up with PQNA. PQNA does not have individual members, it is comprised of businesses, organizations & condo associations and has been around for quite a while. DNA was started last year and has individual resident members from the neighborhood.

Comment by CBD on December 10, 2007 @ 5:31 pm

One of the developer guys responsible for these billboards came to a DNA meeting before the billboards went up. Residents expressed serious concern about the billboards, esp. the potential for loud noise. He was all swaggery and trying-to-be-slick and was like, “No prob, if they’re too loud, we’ll turn the sound off.”

Which was a totally ridiculous thing to say. What, were they going to write in their contracts with the advertisers, “You pay $50,000/mo to blast your commercials on these billboards – and we may turn the sound off if we want” ??

Not bloody likely!

Comment by Anon on December 10, 2007 @ 5:42 pm

Si, (Anon # 15) I’m not mixing them up. I was at the meeting where John Viglianti, the VP from Weatern Development showed up at DNA. Jo-Ann is the best there is and is amazing to residents. DNA is not for the residents.

Comment by Si Kailian on December 11, 2007 @ 2:59 pm

Not knocking Jo-Ann, shes doing a great job for sure. Merely pointing out the membership differences between groups. I’m sorry you were dissatisfied with DNA but i hope that would encourage more participation & civic engagement. good luck

Sorry, the comment form is closed at this time.

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