Bob and Barb Examine Free Advertising for Developers

By Jim Gardner

This is the second in our series in which two residents, Bob and Barb, discuss current issues. Click here to read our first installment - There’s a great exchange between a developer and Bob and Barb.

BOB: Did you go to the City and find out why they approved closing down Alton Parkway for months while the developers move dirt?

BARB: “No. I started out but got stuck in traffic. Then I saw some signs and got to wondering…”

BOB: What signs did you see?

BARB: “Well it turns out that there are signs all over the City, and they’re advertising for the developers?”

BOB: You mean the developers are spending money in our City advertising their new homes? Good for them.

BARB: “No. not exactly. There are signs all over the City but it turns out the developers didn’t pay for the advertising.”

BOB: I don’t get it. There are advertising signs all over the City, on public property, and the developers aren’t paying for the advertising?

BARB: “That’s right. Apparently the City lets them do it for free?”

BOB: Free? That’s un-American!

BARB: “That’s what I thought. So I took some pictures and went to the City to find out how this happened.”

BOB: You’re telling me that the developers who made MILLIONS OF DOLLARS in profits from these 5,000 new homes they’re building in our City are getting free advertising using City Property.

BARB: “That’s what they told me at the City Hall.”

BOB: Hmmm

BARB: “That’s not all. While I was waiting they had some copies of “The Leaflet”

BOB: What’s that?

BARB: “That’s the quarterly newsletter that the City puts out.”

BOB: You mean in this day and age the City has a paper newsletter it puts out?

BARB: “They have an e-newsletter too, but the paper copy is for the people who don’t use the Internet.”

BOB: How many people is that? I mean how many people don’t use the Internet?

BARB: “I don’t know. I heard Councilwoman McCullough doesn’t use the Internet. And there are probably a few hundred people who don’t use it, mostly older folks.”

BOB: So the City sends out 25,000 paper copies of the Leaflet every quarter in order to reach the couple of hundred people who don’t use the Internet? Could they just let the people who don’t use the Internet subscribe, for free, to the Leaflet, and save a bunch of money?

BARB: “They could, but that makes too much sense. I don’t have the exact figures. But I think we spend over $100,000 per year to pay for the Leaflet.”

BOB: That doesn’t make any sense. Tell me, do they at least use printers and graphic designers from Lake Forest? That way the money stays here.

BARB: I know you don’t want to hear this, but the City hires printers and graphic designers from other cities, so none of the $100,000+ stays here in Lake Forest.

BOB: That’s hard to stomach.

BARB: “Anyhow, I’m sitting there reading “The Leaflet” and what do I find – the City is letting developers advertise for free in the Leaflet.”

BOB: What do you mean? First they’re using City land to put up signs and advertise for free, and now they use City magazines to advertise for free?

BARB: “There are ads in the Leaflet and the developers don’t pay a dime for the space.”

BOB: “You’re not talking about information articles, you’re talking about advertisements with all the accompanying mumbo jumbo.”

BARB: “That’s right.”

BOB: So you’re telling me that developers are being given signs all over the City and space in the publicly financed Leaflet and they’re paying nothing to do this?

BARB: “Yup.”

BOB: Do you think we can advertise our business for free in The Leaflet?

BARB: “I don’t think so.”

BOB: And can we put up signs on City property to advertise our business?

BARB: “I’m pretty sure we can’t. In fact, I think it’s against the law.”

BOB: Hmm. Why are the developers getting special treatment that no one else gets?

BARB: “Maybe it’s because the developers give tens of thousands of dollars to City Council candidates, and these people use that money to get elected. So they owe them, and this is one way to pay it back.”

BOB: Isn’t that illegal?

BARB: “I think it’s very poor public policy, but it probably isn’t illegal. Maybe this time you should go to the City Hall. Or go to the Council and complain.”

BOB: What good would it do if I complain to the very people who are doing this? Surely they know it’s sleazy, but they don’t care, because the checks from the developers don’t bounce.