I am in support of the change in the Richland County sign ordinance that would allow electronic billboards in our county. This type of advertising has been proven to be an extremely cost effective method for businesses to competitively advertise their product and/or services to the public. It allows the backbone of our economy, small business, to compete with the big players and will go a long way to ensure their survival.

Regardless of what the highly prejudiced print media says, outdoor advertising is the most economical way to reach a targeted market. Electronic billboards provide even more efficiency and are extremely economical to small and large businesses in delivering their message to potential customers.

Numerous transportation studies support the argument that this form of media is not distractive or a cause of accidents. Claims to the contrary are false and highly misleading. Furthermore, it is a documented fact that due to the flexibility of this type of electronic media, it is a highly effective tool in emergency situations such as exposing criminal activity or in the case of natural disasters. Let’s face it, crime is a problem in our community and any method of reducing it will be most beneficial and appreciated.

Naturally, there are locations where this type of sign may not be appropriate, but in the proposed ordinance, locations of digital signs will be limited, and they will not increase the total number of sign structures in our community. What could be wrong with that except it will raise the hackles of those who don’t want any type of county advertising other than costly print and airway methods? That type of reasoning is irresponsible and self serving. Every method within reason should be made available to promote the goods and services of the hard working citizens who live and work in the Midlands of our great state. Limiting such is a disservice to those individuals and businesses that employ the bulk of our population and keep the entrepreneurial spirit of our economy going.

From my perspective it is time to allow Richland County to embrace this highly adaptable electronic media and join the modern age of advertising. Doing so will let the people of our county take advantage of the product. Prohibiting this innovation keeps us in the dark ages and puts our businesses and their employees at an extreme disadvantage. With the poor state or our economy, prohibiting electronic signs will be a disservice to the citizens of Richland County. Allowing this type of advertising is the right thing to do.

Jim Cantey radius@radiusj.com