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Why may electronic billboards change messages more frequently than store signs?

Shelby Sebens
Electronic billboard

An electronic billboard was erected on Oleander Drive near Independence Mall. (StarNews file photo)

From Malissa Talbert, city of Wilmington spokeswoman:

“This is part of an ordinance approved by City Council. Billboard digitals can change every eight seconds if at least one ‘public service’ message is displayed every 60 seconds. The billboards are allowed to change more frequently in part because they are much larger in size than individual store signs and therefore can be seen from a greater distance and are also usually located on major roadways with higher speed limits than might be seen on less traveled streets where some of the individual store signs would be located. Also, the greater frequency allows for the public service messages to be displayed at no cost, as part of the ordinance approved by Council.”

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