Allentown using LED billboard as 'wanted' poster

The digital billboard perched about 60 feet up on a building at Seventh and Hamilton streets in Allentown advertises a place to dine, places to go and services provided by local companies, including a bail bondsman.Now, tucked amid the constantly changing ads for local businesses, is a modern-day "wanted" poster for a man police believe is one of the city's most dangerous criminals -- he allegedly forced another man to lie on the floor, then coldly shot him in the head and robbed him.The digital billboard, erected in March at Monument Plaza, 645 Hamilton St., is being used to combat crime by displaying information provided by the Allentown police, Amber Alerts for missing children and upcoming community events.
"It's reminiscent of the old wanted posters with the infusion of new technology," Assistant Chief Joe Hanna said.While new to Allentown, digital billboards have been used in cities across the country to try to find missing children, nab criminals and alert the public about dangers.Billboard Connection, the outdoor advertising company that runs the messages on the digital billboard in Allentown, is donating the space to the city and its Police Department."Countless people have the ability to view this display," Hanna said. "The nice part is that you have a continuous display of important information and it remains fresh, fresh and timely, which is something that is really critical in our law enforcement strategy."After receiving approval from the city's Zoning Hearing Board in late July, the billboard began displaying the image of Kendall C. Richardson, who is "considered armed and dangerous" and is wanted in the June 18 killing of Alfredo Suarez Jr. in Suarez's apartment at 1303 1/2 Wayne St., Allentown.The display gives the phone number for the Police Department's tip line, 610-439-5911.The wanted poster is one of several ads currently displayed on the billboard.The others include the Allentown Art Museum, Gerry's New City Cafe and Lehigh Valley Arts Box Office.The ads are made using LED displays and change every six seconds.City officials thought of using the billboard as a crime-fighting tool after learning about a Massachusetts case in which an alleged serial rapist fled the state after constantly seeing a sketch of his face on the billboards, according to city spokesman Mike Moore.The man was arrested last month in New Jersey during a routine traffic stop.Doug Reed, the senior media consultant for Billboard Connection, said the sign is the first in a downtown in the Lehigh Valley.Two other digital billboards in the Valley are along highways."This is technically a digital display message center," Reed said. "We are proud to do our part to try to reduce crime in Allentown."The city has had 11 homicides this year, six of which remain unsolved.Reed said there are about 500 digital billboards throughout the country. Allentown's billboard is owned by HiMark LLC.Billboard owners lease a space on the building.Mayor Ed Pawlowski, in a prepared release, called the billboard the newest tool in "Allentown's crime-fighting arsenal."Sitting on a bench near Seventh and Hamilton streets, 60-year-old Rose Sherman read the changing message and said, "That is a smart idea. A lot of people drive by this area. If enough people see his face, they'll remember him."

Source: By Manuel Gamiz Jr. Of The Morning Call August 21, 2007