New Lenox in Will County, Illinois — The American Midwest (Great Lakes)

Advertising Across America's Roadways

Illinois Lincoln Highway

Photographed by Sean P. Flynn, July 19, 2025

1. Advertising Across America's Roadways Marker

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Advertising Across America's Roadways. Illinois Lincoln Highway. American commercial streets were already a wash with signage before the automobile was even invented. When automobiles became the preferred mode of travel the nation's streetscape marketing evolved to better reach the potential customers motoring their way across the country. The growing popularity of auto-tourism made the roadside a fertile market for product advertising. bridges. , , As roads like the Lincoln Highway were paved, advertising agencies had to reconsider the view; now through a windshield rather than from a carriage, sidewalk, or a streetcar and adjust their signage along the roadways. Companies began to make larger signs that could be read at higher speeds, and to position them so that drivers could see them as they drove by. , ,

Roadside advertising by local, as well as national, companies grew tremendously and took on many forms in the early 20th century, selling everything from auto necessities to toothpaste. At first, travelers were presented with a cavalcade of small signs promoting local inns, service stations and other businesses. Later, larger companies such as "Standard Oil" and "Old Reliable Coffee" advertised along the road with much larger billboards. , , As more signage lined the roadways many American towns were concerned with landscape aesthetics and driver safety. They responded with an appeal for legislative control asking for restrictions on size, placement and the number of signs allowed along the roads. Many groups across the United States took up anti-billboard campaigns. Modest regulations were set at the individual state level and enacted as early as the 1920s. Despite these efforts signage continued to develop with companies using even larger billboards on private property set back from the road. Products were also displayed on barns and covered.

, [Caption beneath photo on the far right:] , The "Mail Pouch Tobacco Company" was perhaps the most creative of the early 20th century advertisers promoting their product on the sides of barns.

American commercial streets were already a wash with signage before the automobile was even invented. When automobiles became the preferred mode of travel the nation's streetscape marketing evolved to better reach the potential customers motoring their way across the country. The growing popularity of auto-tourism made the roadside a fertile market for product advertising. bridges.

As roads like the Lincoln Highway were paved, advertising agencies had to reconsider the view; now through a windshield rather than from a carriage, sidewalk, or a streetcar and adjust their signage along the roadways. Companies began to make larger signs that could be read at higher speeds, and to position them so that drivers could see them as they drove by.

Roadside advertising by local, as well as national, companies grew tremendously and took on many forms in the early 20th century, selling everything from auto necessities to toothpaste. At first, travelers were presented with a cavalcade of small signs promoting local inns, service stations and other businesses. Later, larger companies such as "Standard Oil" and "Old Reliable Coffee"
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advertised along the road with much larger billboards.

As more signage lined the roadways many American towns were concerned with landscape aesthetics and driver safety. They responded with an appeal for legislative control asking for restrictions on size, placement and the number of signs allowed along the roads. Many groups across the United States took up anti-billboard campaigns. Modest regulations were set at the individual state level and enacted as early as the 1920s. Despite these efforts signage continued to develop with companies using even larger billboards on private property set back from the road. Products were also displayed on barns and covered.

[Caption beneath photo on the far right:]
The "Mail Pouch Tobacco Company" was perhaps the most creative of the early 20th century advertisers promoting their product on the sides of barns.

Erected by Illinois Lincoln Highway Coalition.

Topics and series. This historical marker is listed in these topic lists: Industry & Commerce • Roads & Vehicles. In addition, it is included in the Lincoln Highway series list.

Location. 41° 30.693′ N,

Lincoln Highway gazebo at Lincoln-Way Central HS image. Click for full size.

Photographed by Sean P. Flynn, July 19, 2025

2. Lincoln Highway gazebo at Lincoln-Way Central HS

87° 55.788′ W. Marker is in New Lenox, Illinois, in Will County. It is on Lincoln Highway 0.1 miles west of Schoolhouse Road, on the right when traveling west. The marker is in front of a gazebo that sits in front of Lincoln-Way Central High School. Touch for map. Marker is at or near this postal address: 1801 East Lincoln Highway, New Lenox IL 60451, United States of America. Touch for directions.

Regionally, this marker is in Greater Chicago.

It is also in the American Midwest

and on the Great Lakes.

Globally, it is in North America,

the Western Hemisphere,

the Western World,

and the Anglosphere.

Historically, it finds itself in what was once the territory of the Mississippian Culture

and also the Northwest Territory.

Other nearby markers. At least 8 other markers are within 2 miles of this marker, measured as the crow flies: The Lincoln Highway (here, next to this marker); American Patriotism on the Highway (here, next to this marker); Village of New Lenox (here, next to this marker); Original Lincoln Highway Marker (here, next to this marker); Veterans Memorial (approx. ¾ mile away); Old Brick Tavern

The Lincoln Highway gazebo in front of Lincoln-Way Central HS image. Click for full size.

Photographed by Sean P. Flynn, July 19, 2025

3. The Lincoln Highway gazebo in front of Lincoln-Way Central HS

The gazebo overlooks Lincoln Highway (U.S. 30) in New Lenox, about 40 miles (by car) southwest of Chicago.

(approx. 0.8 miles away); Ronald "Papa" Schaper (approx. one mile away); a different marker also named The Village of New Lenox (approx. 1.9 miles away). Touch for a list and map of all markers in New Lenox.

More about this marker. The gazebo, which houses four historical markers, is one of 16 that were erected by the Illinois Lincoln Highway Coalition along the roadway's 179 miles in the state. An original highway marker, erected by Boy Scouts in 1928, sits next to the gazebo.

Also see . . . Mail Pouch Barns: A Fading American Icon.

Excerpt: "In 1965 the Highway Beautification Act allowed the Mail Pouch Barns to be grandfathered in as landmark signs rather than billboards. This allowed these iconic barns to remain, though none have been repainted for nearly 30 years, unless it was by the owner. Swisher International Inc. still pays the barn owners a small fee-$10 a year. Today, the Mail Pouch Tobacco Barn is becoming just a memory of America’s past. Once a common roadside sight, they are almost all gone."

(Submitted on July 20, 2025, by Sean P. Flynn of Oak Park, Illinois.)

Eagle Scout refurbishment plaque image. Click for full size.

Photographed by Sean P. Flynn, July 19, 2025

4. Eagle Scout refurbishment plaque

A 2023 project by Eagle Scout Jack McDonnell refurbished the area around the Lincoln Highway markers in front of Lincoln-Way Central High School.

Credits. This page was last revised on July 20, 2025. It was originally submitted on July 20, 2025, by Sean P. Flynn of Oak Park, Illinois. This page has been viewed 70 times since then and 11 times this year. Photos: 1, 2, 3, 4. submitted on July 20, 2025, by Sean P. Flynn of Oak Park, Illinois.