Digital billboards get green light in Fond du Lac – Fond du Lac Reporter

Fond du Lac City Council has given a green light to a plan that would reduce the number of billboards in residential neighborhoods and permit digital billboards in other locations.

The agreement with De Pere-based Next Media would allow two current (static) billboards to come down for every digital board erected

Don Snyder, general manager of Next Media, said digital billboards do not have moving parts, sound or video.

Similar to digital picture frames or slide shows, the billboards feature images that remain static for about 8 seconds before switching to a new image. The boards dim automatically as day turns to night.

“We do not want these in residential areas,” he said.

Next Media owns three residential lots in Fond du Lac that are home to between 9 and 11 billboards.

“It’s our intention to get them (billboards) off the lots and sell (the land),” he said.

Digital billboards would be permitted along Highway 41 to replace existing boards along the corridor. They would not be permitted on properties along Highway 151.

As a courtesy, Next Media has posted messages in the Green Bay area about wanted people, missing people, traffic alerts and snow emergencies on the digital billboards.

Snyder said the company intends to assist in a similar fashion in Fond du Lac if needed.

In early comments, Mike Butler of Brownsville warned Council to make sure members know what they’re agreeing to with digital billboards.

“I own a lot of billboards and a lot of houses in Fond du Lac,” he said. “Ask for proper cycle timing and pixels. If they’re rotating (messages) every six seconds, you will have neighbors that will be mad.”

Councilperson Rebecca Lunde-Ross asked Snyder about content allowed on the boards.

Snyder said Next Media has a policy prohibiting adult entertainment advertising on its boards.

He said they would advertise beer and soda.

“Our goal is not to be a nuisance,” he said.

Councilman Jim Sabel said he’s seen digital billboards all over the state and said the city should be “embracing” the technology.

Community Development Director Wayne Rollin said there are 62 billboards in the city; no new boards have been allowed since 1984.

A special use permit would be required for any digital billboards being proposed by Next Media.

Fond du Lac City Council would have the final vote on whether a digital billboard is appropriate for a proposed location.