BUSINESSES objected yesterday to the latest message posted on a board outside Darlington Football Club's new stadium.
They say the message - aimed at one of the main objectors to the 25,000-seater stadium being built in Neasham Road - is damaging the image of the town.
The message, displayed by club chairman George Reyn-olds, says: "Can The Northern Echo stop Jan Mazurk's dog from crapping here."
Mrs Mazurk has led a local residents' action group against the stadium and recently complained to the Local Government Ombudsman.
Mrs Mazurk said last night that she had called the police over the message, but declined to comment further.
Mr Reynolds said last night that he had complained to the council about Mrs Mazurk's dog and threatened to leave the message on show for a week.
He said: "One person might not like the board, but we have had a lot of interest in it. Last weekend, there were about 12 people standing by it, having their pictures taken and putting their thumbs up. They love it.
"I have also had interest from radio stations wanting to hire the space because there is so much intense interest in it."
However, the president of Darlington Chamber of Trade, Albion Small, said: "This gives Darlington a bad name. A lot of people drive past the stadium from all over the area. This is not the sort of image we want to be promoting."
This was echoed by Graham Robb, of Darlington public relations company Recognition Marketing, who said: "This sort of petty billboard discussion really lowers the tone and detracts from the real image of Darlington and its people.
"It really is time for the council to examine whether advertising boards should be used for this purpose."
A spokesman for club sponsor Darlington Building Society said: "Whereas the stadium has the potential to benefit the town, the notice board does not appear to promote sport or good causes.
"We believe that any institution that wishes to act in the best interests of our town should ensure that public statements do not cause off-ence to the wider community."
Roderick Burtt, Darlington borough councillor for Hurworth, said: "I think it is a most appalling message. It does Darlington no service. It's totally uncalled for, it's offensive beyond my powers of description, and anyone who would think of putting up a message like that on a big noticeboard ought really to examine themselves."
Leader of Darlington Borough Council, Councillor John Williams, said the issue of the message board was being investigated.
He said: "I have asked officers to look into this fully and they will be reporting back to me with their findings in due course. Chief executive Barry Keel will be meeting Mr Reynolds and this is one of the issues that will be raised."
Mr Reynolds has said he would take the sign down if told to by the council but could replace it with two advertising trailers.
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