On June 21, Columbia City Council approved the installation of digital billboards in the city with a 300 foot restricted distance from neighborhoods. The main point of deliberation among councilmembers was the brightness of the signs. The brightness of the billboards plus the novelty of watching messages change at six-second intervals pose very important concerns:

+ Digital billboard signs are a driving distraction, as much as using a cell phone while driving, drowsy driving, eating while driving, sipping hot coffee, talking with companions, changing CDs, and other distractions that take a driver's attention away from the highway.

+ The changing messages at six-second intervals divert a driver's attention from the main task of focused driving.

+ Digital billboards reflect a blinding light when the sun shines on them, as much as a bright sunrise or sunset through a driver's windshield.

+By nature of their movie screen design, digital billboards are always on and always bright, whether it's noon or midnight.

During a recent 1250 mile road trip, I observed a handful of digital billboards along the countryside of I-77 and I-81. I did not see any digital billboards in any city that I visited in S.C., N.C., Va., and W. Va.

According to Marc Mylott, COC Director of Development Services, a few digital billboards are located on the outskirts of Charleston, S.C. Councilwoman Anne Sinclair asked several questions for clarification:

+ Are any digital billboards within Charleston city limits?

+ How many billboards owned by Lamar are located within the City of Columbia?

+ How many billboards does Lamar Outdoor Sign Company plan to replace within Columbia city limits?

+ Will other billboard companies be replacing their signs with digital billboards?

Mr. Mylott did not have answers to any of the questions. The City has no knowledge of how many billboards are located within its boundaries. Clearly with very little information, no study, and no knowledge of the number of billboards to be replaced, the City of Columbia and City Council have given approval to multiple installations - estimates run at 150 to 250 or more - of a new and unresearched type of advertising device within the city that impacts drivers, residents and pedestrians. Could there be a financial windfall for the city?

Hastily, the mayor and city council members approved a new digital billboard ordinance, with a recommendation to revisit it in January 2007 for citywide approval without restrictions. Maybe by then, researched information will be presented. Between now and then, how many digital billboards will be installed?

Katherine J. Trimnal