When Lamar Advertising decided it was no longer financially to viable to maintain a billboard at the top of the Werner Building in East Liberty, Jon Rubin decided he could make use of it. The sign started as a sort of giant “speech bubble” held aloft, exclaiming in the glow of the streetlights quotes from the talk show participants, drawing quizzical looks.
Whatever the tone, though, the messages are always engaging. One artist posted “NUMBER PEOPLE WHO HAVE LOOKED AT THIS SIGN” and stood on the roof all day changing the number below every time someone else looked. Another merely wrote, “POEMS” and followed it with his Seattle phone number. He got countless offerings and requests for poems.