Advertising on Billboards

Re “Tobacco, Alcohol Billboards Criticized,” March 5.

As a representative of Eller Media Co., the No. 1 outdoor advertising company in Ventura County and the United States, I take strong issue with the claim that Oxnard residents are being “targeted” and “bombarded” by the advertising of alcohol and tobacco products on billboards.

An advertiser’s 1st Amendment right to advertise legal products aside, out of the total of 125 locations we maintain in Ventura County, only four have advertised alcohol products this year. Since April 1999, none has or will advertise tobacco products as part of an agreement made by tobacco companies to settle state lawsuits.

As a communications medium, we understand that sensitivity to community standards must be balanced with a rigorous defense of free speech. Rabbi John M. Sherwood suggests that cities should consider imposing restrictions on alcohol advertising. This would only open the cities up to constitutional challenges unnecessarily.

Eller Media Co. and all other major outdoor advertising companies already voluntarily restrict themselves.

As part of our code of advertising practices we have established exclusionary zones that prohibit advertisement of all products illegal for sale to minors within 500 feet of established places of worship, primary and secondary schools or playgrounds.

Eller Media is a responsible member of the Oxnard community. We care very much about our kids. That’s why we donate more than $20 million in public service advertising space annually to organizations such as Mothers Against Drunk Driving and Partnership for a Drug-Free America. We believe that the best solutions come from honest discussion among citizens, city leaders and businesses--and working together.

DASH STOLARZ

Public Affairs Representative

Eller Media Co.

Los Angeles