The billboard displays the company’s nationally recognized iHeartRadio logo, and is one of only eight brands to grace the historic billboard over the last 80 years. 
You may remember when Newport Cigarettes had an ad up there for many years but more recently the History Channel billboard is officially history, and music company iHeartMedia is moving in to take over the spot, overlooking the Willis Ave, Triboro and RFK bridges in the Bronx. Bronx Borough President Ruben Diaz Jr. described the sign in a statement as a landmark and a “beacon” to Bronx residents.
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