I was viewing C-SPAN again and this old mofo was discussing the umbra of an old priest from Chicago by the name of Robert Pfleger.
The author turns out to be an ex-priest by the name of McClory.
Father Pflegert looked up one day and saw billboards that he had not really thought about before.
That is, we all go by billboards every day without really seeing them.
http://www.suntimes.com/entertainment/books/2805446,michael-pfleger-robert-mcclory.article
And Father Pflegert became mesmerized by these cheap attempts at advertising and noticed that on the Southside (or the cheapside) of Chicago all those billboards advertised the positives of booze and cigs.