In 1964, South Bend, Indiana was reeling. Studebaker, one of the city’s largest employers, had shut down, leaving thousands of workers without jobs and the community without direction. Into that vacuum stepped Charles Burkhart, who posted signs around the city carrying a single message: “I believe in South Bend.” It wasn’t a paid campaign. It was a personal statement — and it struck a chord.
That message became the foundation of Burkhart Advertising, a family-owned outdoor advertising company that grew steadily over the following decades. By the 1980s, Burkhart billboards were a fixture across northern Indiana, lining roadsides in cities like Fort Wayne, Kokomo, Lafayette, Marion, Muncie, and Logansport. The company served a wide range of clients — from national fast food chains to local car dealerships, banks, jewelers, and radio stations.
Fast food brands were among Burkhart’s most visible clients in this era. Wendy’s used Burkhart boards to promote new menu items like the Taco Salad, while McDonald’s rolled out signage for the McDL.T., a burger marketed for keeping its hot and cold ingredients separate.
Local businesses used Burkhart’s reach to plant their names along busy corridors. In Lafayette, Col. John Anderson’s Furniture Gallery and The Heidelberg both ran boards. In Kokomo, First National Bank and Conkle Pontiac competed for driver attention on the same roads.
Marion, Indiana was a particularly active market for Burkhart. Quality Olds-GMC, Coral Cars, and the Marion Independent Federal Credit Union all ran billboard campaigns in and around the city. Coral Cars alone maintained multiple boards at different locations, including along the North 9 & 37 By-Pass.
Radio stations also leaned on outdoor advertising to build their audiences. In Fort Wayne, Wendy’s and WPTH Rock 95 shared billboard space. WAFX AM 1450, also out of Fort Wayne, ran its own board, as did WMDH Country FM 102 in Muncie and WBAT 1400 AM in Grant County — the latter paired with the memorable “Hiney Wine” brand.
Community events found a home on Burkhart boards too. Alexandria used a billboard to promote its 150th anniversary celebration in June 1986, drawing residents to events running June 20–29. Logansport promoted its local businesses with a direct pitch aimed at passing motorists.
Jewelry stores, shoe repair shops, savings and loan associations, and furniture retailers all appeared across Burkhart’s network. Engel Jewelers in Kokomo, First Federal Savings and Loan in Lafayette, and Smith’s Shoe Repair somewhere in Indiana each relied on the roadside format to stay top of mind with consumers.
The breadth of Burkhart’s client list across these years reflects how thoroughly outdoor advertising was woven into Indiana commerce. From Steak ‘n Shake and Hardee’s to the DeVoe Team in Alexandria, the company served as a connective thread between businesses and the communities around them.
By the time the decade closed, Burkhart Advertising had grown into a three-generation family business reaching more than three million people through its out-of-home network. The photographs from this period — billboards rising above Indiana fields, parking lots, and highways — document a company and a region in motion.
