City Not Amused By JACK-FM Stunt

By Anna Deem in News on Jul 31, 2010 5:45PM

Concert goers driving down Lake Shore Drive on the way to Bon Jovi's concert on Friday may have gotten a laugh out of the electronic message board that JACK-FM (104.3) installed near Soldier Field that flashed a message not warning them of a traffic emergency, but rather a cheap promotional tactic. The station, which was sponsoring the concert, hired a contractor to attach the sign to a trailer and position it between the northbound lanes near McCormick Place. The messages that flashed across the sign included, "JACK needs girls" and "104.3 FM needs beer."

After several drivers called 311 to complain, city crews turned the sign to face away from the traffic and then notified the contractor to remove it. The sign was removed by early Friday afternoon. "Whenever there's a big event along the lakefront, the city deploys variable message signs to give people traffic information and directions. In this case, it appears this radio station just hired a company to put out a sign without informing the city or obtaining the proper permit," Brian Steele, a spokesman for the Transportation Department, said to the Chicago Sun-Times. Steele continued, "We would never issue a permit for this type of sign on the public way. Electronic signs are for traffic messages only. They are not intended for advertising, extraneous or out-of-the-ordinary messages. Those have the potential to be hazardous to motorists traveling 40 mph on a busy roadway."

The city is still determining whether or not to fine the sign contractor, Roadsafe Traffic Systems.