It is a surprisingly complicated – and possibly costly – process to promote your business on a blue sign along the highway:

Roadside advertising programs are administered by individual states, though specific service signs like the one in the picture above tend to be farmed out to contractors. One of the biggest of these contractors is a company called Interstate Logos, which works with transportation agencies in 23 states to not only install the huge blue panels, but also to work with businesses to run the programs…

But even if your business meets all the requirements, and you’ve submitted your online application, there may be competition from other nearby businesses. As for which of those businesses get to be on the signs, that depends on the state’s policy. Colorado rotates the businesses at the end of each contract year, but other states like Michigan give preference to businesses nearer the highway, while still others like Washington use a first come-first serve (with waiting list) approach…

Typical mainline logo signs are about 48 inches by 36 inches, so based on WSDOT’s ballpark figures, it’s probably safe to figure about $300 to $500 per sign (this agrees with the Lexington Herald Leader’s claim of $1,253 for four logos)…

The sites says that in 2010, Kentucky Logos—contracted by the Kentucky DOT—paid the state $618,904.91. That’s great for the state, but according to the report, of the businesses on the 1,568 signs in the state, only 1 to 2 percent leave annually. So it seems the businesses are happy, too.

America: combining public services (highways) with business opportunities (advertising a select number of places for travelers to spend their money).

More thoughts on these signs:

1. Why not include signs for big box stores? Places like Walmart or Target or Costco could provide most or all of these amenities in one stop.
2. I don’t think the signs are as effective in denser areas where there a lot more options as you approach the exit. They can highlight a few options but you can already see a lot more signs in the distance.
3. The lodging and camping signs seem outdated. How many people now drive down the highway and pick out a hotel at the side of the road? That sign space could be better used for other amenities.
4. How effective are these advertisements compared to other forms? Does McDonald’s get a bigger return on the blue sign or a forty foot tall arch or a combination of both?