Bright Idea

By now, you must have noticed that a little bit of Times Square glitz has come to White Plains. This past fall, the county’s shopping, business, government, and nightlife center received the nation’s first digital display communications network at no cost from Clear Channel Outdoor Holdings, Inc. Clear Channel sells ads on eight 3.3’ x 6’ LED display screens while the city posts information, e.g., the weather, time, public safety and traffic messages, White Plains Performing Arts Center events, Amber Alerts, etc. Companies such as People’s United Bank, Atlanta Bread Company, and Oasis Day Spa are among those using it to advertise. The ads run on an eight-second loop throughout the day. A four-week program for 1,250 eight-second spots per day/display on four digital locations costs approximately $5,000.

Is a little glitz a bad thing or a good thing?
Elena Gallo of Eastchester likes it. “They are improving the look of White Plains,” she says. Leona Newman of New Rochelle does too. “These screens are very colorful and informative. They provide good information.” Ditto David Beauboeuf, a Yonkers resident. “It’s a metropolitan city, so new technology is not detrimental to the aesthetics of White Plains.” The screens are located on Martine Avenue (two), Main Street (two), South Broadway (one), Hamilton Avenue (two), and at the Ferris Street transit hub (one).

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