Off the Billboards

Under a 1965 law, there should be no billboards still standing along rural highways built with federal help, but the measure has hardly been enforced in most states. Indeed the signs have, if anything, proliferated. Last week one national advertiser took the law into its own hands. Atlantic Richfield Co. announced it will stop its billboard campaign from coast to coast. By not renewing some 1,000 contracts with outdoor advertising agencies, the gasoline company will save the $338,000 it spent on such ads last year and clear the view from the road. Well, not completely clear it. In many cases, through no fault of ARCO, the giant boards will remain in place, proclaiming to passing motorists THIS SPACE FOR RENT.

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