A 75-year-old Queens billboard could go blank if the city has its way.
Atlantic Outdoor Advertising began leasing the billboard at 23-10 Queens Plaza South in 1999, but when it sought permission to change wording on the rooftop display last year, the move was rejected because the city claimed the billboard was not an “advertising” sign.
The billboard has towered above the Queensboro Bridge approach roadway and elevated-train lines since 1936, when it was built by the then-Long Island City-based Eagle Electric.
The company, once did its manufacturing in the Queens Plaza South space, putting its slogan, “Perfection is not an Accident,” on the billboard.
TOUGH SELL: The city says the billboard atop this Queens Plaza building cannot display general ads.
“This is an iconic sign; it’s not far off from the Pepsi sign or other signs in the city that are familiar to drivers for many years,” said Atlantic lawyer Simon Rothkrug.
The city decided in 2011 that the sign’s use should be restricted to advertising only what was made or produced in the building it sat upon, not for general advertising.
The billboard currently features a Lexus car ad.
In Manhattan Supreme Court papers filed last week, Atlantic said the city made the decision “in an excess of zeal,” and is asking a judge to grandfather in the billboard as an advertising sign.
The city Buildings Department said the ruling was correct and declined to comment on the litigation.
