18 Holes of Swiss Adventure

Torrington, Connecticut

As US Highway 202 approaches Torrington, there's a little cluster of billboards, just before the posted speed limit drops (profitably, I would guess, for the town) to 25 mph. This is the pair closest to the town line, early this afternoon. Outdoor advertising is a highly distinct subfield of advertising as I learned in the few times I brushed with it during the decades I made my living from general commercial photography. These boards at the edge of Torrington turn over constantly, not just new ads but different advertisers, indicating that there's a waiting list for this placement; it's a somewhat inexplicably desirable location. Many boards on I-84, where commuters and tourists flood through Connecticut, have ads that are actually disintegrating off the towers. That means that not only has the buyer not renewed their monthly fee, but the owner is too lazy/incompetent/broke to pull it down and at least put up a, "YOUR AD HERE" notice. Not so where US 202 snakes into the southwest corner of Torrington.