I saw a billboard on 86th street for Dave Ramsey's show. That's good, except the station frequency was one of the smallest things on the sign. I could barely read it. If I didn't know to look for the Freedom 95.9 logo, I would have missed entirely.
That, my friend, is a waste of money.
That's a whole 'nother thread about billboard companies and how they take your money and don't even provide a good product. People, at most, have 6 seconds to see, read and understand what is on a billboard. If you are a radio station, make sure those calls and frequency are up there BIG!!!. Often times the billboard companies put what ever the client wants. Sometimes it's like trying to read a novel up there - too many words. Just look at the La Voz De Indiana billboards. WTH?
I must say the Oldies 101.9 billboards are good. They say it all with just the logo. Much better than their "record breaking" promotion billboard.