> ## Content Index > Fetch the complete content index at: https://www.smdp.com/llms.txt > Use this file to discover other available public pages before exploring further. # Signs, signs, everywhere a sign - URL: https://www.smdp.com/signs-signs-everywhere-a-sign/ - Published: 2007-01-13T16:00:00.000Z - Updated: 2026-10-23T23:48:16.000Z - Author: Kevin Herrera - Tags: Community, Promenade, #archive-import, Homeless *Homeless have a lot of competition for a the public’s attention* THIRD STREET PROMENADE Standing beside his backpack and sleeping bag, homeless poet Royce Hummer held up a sign he made out of cardboard and watched as people passed him by without even glancing in his direction. Written in black ink was an offer by Hummer to trade a poem for a small donation. It wasn’t the most eye-catching slogan, but one in which Hummer takes pride. “I won’t do it,” the 56-year-old said, when asked why he didn’t just ask for money. “I don’t believe in it. I feel like I should be offering something in return... and since I’m a poet, that’s what I can give.” Even though Hummer knows he has a good product, it’s hard to get people to listen. Some of that is due to his inability to advertise. “Signs are very important,” he said. “People look at them before they look at you, but without any money, all I can do is stick with what I have, and I know that’s not enough to make any real money.” Talk to any advertising executive and they will attest to the power of good marketing. Whether it’s a billboard promoting beer, an ad in a magazine for cosmetics or a homeless person’s appeal for food or cash — each must be able to catch a reader’s eye and a communicate just enough information to keep them interested. Those that can achieve that are usually invaluable in business circles, able to make someone a loyal consumer for life. One only has to think of the beer Corona and images of a relaxing, tropical vacation rush to mind. “Colors and images are clearly very important,” said David Stewart, chair of the marketing department for the USC Marshall School of Business. “Just a plain, old image won’t catch people’s attention. You have to make it stand out. If you can get something that is novel, unusual, you can shock people and grab their attention.” Case in point, a homeless man on the corner of Arizona Avenue and Third Street who was seen recently holding a stick with fishing line attached to a Styrofoam cup and a sign underneath reading, “Fishing for change.” “Yeah, I notice things like that,” said shopper Fares Al Salem. “I like the ones that say things like ‘I need money for weed or for beer.’At least they are telling the truth. Other ones, where the people are saying they’re veterans, I’m not so sure. “I don’t really know if I can believe them or not.” The problem with many who are down-and-out is that they do not have the money to make elaborate signs. If they did, they most likely wouldn’t be on the streets begging for change. Stewart said many signs are written illegibly and are usually on cardboard, which seldom attracts a lot of attention. “They could help themselves by writing something on white poster board,” Stewart said. “That would stand out more than a cardboard box.” Despite his lack of artistic ability when it comes to graphic design, Hummer said a man actually gave him $5 for one of his signs. “He said he collected them, so I sold it to him,” Hummer said. “I used some of the money to make a new sign and here I am.” Hummer reports that he typically makes a few dollars a day panhandling. On a good day, he can earn as much as $20, but has to compete with those who are more creative or fake injury to win sympathy. “There’s a lady here who is in a wheel-chair when she doesn’t even need one,” said Hoffman, who migrated to Santa Monica from Florida 16 months ago to pursue his dream of being a published poet. “She can rake in as much as $60 or $80 dollars. It’s not fair, but that’s how it goes.” *Originally published in the Santa Monica Daily Press print edition on January 13, 2007.* [Read the original PDF.](https://s3.us-east-1.amazonaws.com/smdp%5Fbackissues/011307.pdf?ref=smdp.com)