A Roadside Sign that Simply says: "ReadIt" What's up? Clever marketing for the billboard to follow?

I'm trying something a little different this time.  The real story is in the recorded audio notes.  My Samsung phone gave me a choice of emailing the photos as an Audio Postcard.  Though I've grouped 2 separate emails into one here, I'm essentially trying out that feature.

So here is an odd little sign I saw on the road today.  I'm thinking when I saw it, I might have looked more closely at sign which followed.  If you see similar signs along the way, see if it works like that for you.  Does anyone know if this is strategy advertisers are using to help guide you to look at the sign to come?

Driving along .. The first sign.

Audio description of the first sign.

  
Download now or listen on posterous

audio1.wav (564 KB)

The first sign and the second sign.

Audio description - wrap up.

  
Download now or listen on posterous

audio2.wav (150 KB)

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