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How Much Do Companies Pay to Get Their Logos on Those Blue Highway Exit Signs?

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IMZADI1979, Wikimedia Commons // Public Domain

When you’re driving down the highway searching desperately for a bathroom and a Big Mac, the appearance of one of those blue exit signs—the ones that advertise food, lodging, and other amenities along highway off-ramps—can seem like a miracle, alerting you to the unexpected appearance of a Taco Bell or the all-important availability of a gas station. But who or what determines which businesses get their logos on those signs?

As usual, it all comes down to money. But how much do businesses have to pay to get their names on those signs? Jalopnik tracked down the rules and regulations that govern those highway signs, and they’re more complicated than you might think.

While the regulations vary from state to state, not every business can slap its logo on what’s called Specific Services Signing. It has to be in a certain category of services, for one—food, pharmacy, gas, camping, etc. Then, there are restrictions on what those businesses have to offer to be eligible. In New Jersey, for instance, regulations require that gas and food establishments be within three miles of the highway, operate 12 to 16 hours a day, and provide public bathrooms and telephones. In Oregon, restaurants must have indoor seating for at least 20 people and serve at least two meals a day, among other qualifications [PDF].

If your business does qualify to erect an exit sign, how much it costs varies based on the location. Some states contract out their programs to private companies like Interstate Logos, which then create and maintain the signage, while other states maintain the signs themselves. In Oregon, permit fees are determined based on daily traffic estimates—heavily trafficked stretches of highway cost $605 per year, per mainline sign, while highways with less than 20,000 drivers passing per day only cost $360 per sign per year [PDF]. In Colorado, a mainline sign costs $750 per direction [PDF]. In Virginia, a single sign can cost as much as $1000 a year [PDF].

Then there’s the cost of manufacturing the logo sign itself to attach to the blue board, which can run several hundred dollars per sign. Washington State’s guidelines estimate that the smallest logo—a 2-by-1-foot sign—can cost between $84 and $530, and a 5-by-3-foot sign can cost between $330 and $530.

Typically, there can only be six logos per mainline sign (meaning the ones that come before the exit ramp), and often there are more businesses vying for signage than there are spaces for logos. In Colorado, logos are rotated in and out annually, while Washington maintains a waiting list; Arizona uses a bidding process, and Michigan [PDF] assigns priority based on the closest proximity to the highway.

But businesses wouldn’t deal with the application process if it wasn’t worth it. Waiting lists to get on the signs can be decades long, and there’s typically low turnover of businesses opting out of the programs (just 1 to 2 percent in Kentucky). Clearly, there are a lot of drivers out there just waiting to be swayed into stopping for fast food.

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Big Questions
How Long Could a Person Survive With an Unlimited Supply of Water, But No Food at All?
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How long could a person survive if he had unlimited supply of water, but no food at all?

Richard Lee Fulgham:

I happen to know the answer because I have studied starvation, its course, and its utility in committing a painless suicide. (No, I’m not suicidal.)

A healthy human being can live approximately 45 to 65 days without food of any kind, so long as he or she keeps hydrated.

You could survive without any severe symptoms [for] about 30 to 35 days, but after that you would probably experience skin rashes, diarrhea, and of course substantial weight loss.

The body—as you must know—begins eating itself, beginning with adipose tissue (i.e. fat) and next the muscle tissue.

Google Mahatma Gandhi, who starved himself almost to death during 14 voluntary hunger strikes to bring attention to India’s independence movement.

Strangely, there is much evidence that starvation is a painless way to die. In fact, you experience a wonderful euphoria when the body realizes it is about to die. Whether this is a divine gift or merely secretions of the brain is not known.

Of course, the picture is not so pretty for all reports. Some victims of starvation have experienced extreme irritability, unbearably itchy skin rashes, unceasing diarrhea, painful swallowing, and edema.

In most cases, death comes when the organs begin to shut down after six to nine weeks. Usually the heart simply stops.

(Here is a detailed medical report of the longest known fast: 382 days.)

This post originally appeared on Quora. Click here to view.

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Why is Friday the 13th Considered Unlucky?
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Today, people around the globe will feel uneasy about getting out of bed, leaving their homes, or going about their normal daily routines, all because of a superstition. These unfortunate folks suffer from “paraskavedekatriaphobia,” a common neurosis familiar to us all: the fear of Friday the 13th. But just where did this superstitious association come from, and how did it catch on?

The truth is that no one is absolutely sure where the idea that Friday the 13th is unlucky originated. Donald Dossey, the founder of the Stress Management Center and Phobia Institute in Asheville, North Carolina, suspects the fear can be traced back to a Norse myth about 12 gods who had a dinner at Valhalla—the fabled hall where legendary Norse heroes feasted for eternity after they died—that was interrupted by a 13th guest, the evil and mischievous god Loki. According to legend, Loki tricked Höðr (the blind god of winter and son of Odin, the supreme god in Norse mythology) into shooting his brother Baldr (the benevolent god of summer who was also a son of Odin) with a magical spear tipped with mistletoe—the only substance that could defeat him. Thus the number 13 was branded as unlucky because of the ominous period of mourning following the loss of such powerful gods by this unwanted 13th guest.

For whatever reason, among many cultures, the number 12 emerged throughout history as a "complete" number: There are 12 months in a year, 12 signs of the zodiac, 12 Gods of Olympus, 12 sons of Odin, 12 labors of Hercules, 12 Jyotirlingas or Hindu shrines where Shiva is worshipped, 12 successors of Muhammad in Shia Islam, and 12 tribes of Israel. In Christianity, Jesus was betrayed by one of his 12 Apostles—Judas—who was the 13th guest to arrive for the Last Supper. Surpassing the number 12 ostensibly unbalances the ideal nature of things; because it is seen as irregular and disrespectful of a sense of perfection, the number 13 bears the stigma of misfortune and bad luck we know today.

WHY FRIDAY?

Friday joins in the mix mostly because all of the early accounts of Jesus’s crucifixion agree that it took place on Friday—the standard day for crucifixions in Rome. As Chaucer noted in The Canterbury Tales, "And on a Friday fell all this mischance." Yet perpetuating Friday as an unlucky day in America came from the late 19th-century American tradition of holding all executions on Fridays; Friday the 13th became the unluckiest of days simply because it combined two distinct superstitions into one. According to the Oxford University Press Dictionary of Superstitions, the first reference to Friday the 13th itself wasn’t until 1913. (So despite actually occurring on Friday, October 13, 1307, the popular notion that the Friday the 13th stigma comes from the date on which the famed order of the Knights Templar were wiped out by King Philip of France is just a coincidence.)

The repercussions of these phobias reverberated through American culture, particularly in the 20th century. Most skyscrapers and hotels lack a 13th floor, which specifically comes from the tendency in the early 1900s for buildings in New York City to omit the unlucky number (though the Empire State Building has a 13th floor). Street addresses sometimes skip from 12 to 14, while airports may skip the 13th gate. Allegedly, the popular Friday the 13th films were so-named just to cash in on this menacing date recognition, not because the filmmakers actually believed the date to be unlucky.

So, is Friday the 13th actually unlucky? Despite centuries of superstitious behavior, it largely seems like psychological mumbo jumbo. (One 1993 study seemed to reveal that, statistically speaking, Friday the 13th is unlucky, but the study's authors told LiveScience that though the data was accurate, "the paper was just a bit of fun and not to be taken seriously." Other studies have shown no correlation between things like increased accidents or injuries and Friday the 13th.)

And Friday the 13th isn't a big deal in other cultures, which have their own unlucky days: Greeks and Spanish-speaking countries consider Tuesday the 13th to be the unluckiest day, while Italians steer clear of Friday the 17th. So today, try to rest a little easy—Friday the 13th may not be so unlucky after all.

Additional Source: 13: The Story of the World’s Most Popular Superstition.

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