(WHITE) CASTLES IN THE SAND?

Burt Lancaster and Deborah Kerr may have had fun frolicking in the sand in From Here to Eternity’s classic beach scene, but now sandy stretches can be put to a more marketable use.

Beach’nBillboard, an East Rutherford, N.J.-based promotions company, has patented a device that fits on the back of beach-cleaning machines and imprints a company logo thousands of times along a half mile of beach. A public-service message, currently “Please don’t litter,” appears at the end of the logo.

Eric Zemsky, vp of marketing and sales for Beach’nBillboard, said the response for the program, which began about two years ago, has been “terrific.” So far, there’s been a 20 percent reduction in trash at two New Jersey beaches where this ad medium is in use (Seaside Heights and Wildwood). And, says Zemsky, “I’ve heard stories about people who come from hundreds of miles away just to see [the ads]. Not a single person has complained.”

Placing a daily beach ad for a month costs $14,000-20,000. Past sponsors include ABC, Skippy Peanut Butter and Snapple.

Arnie Adler/CAB