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                                                                    EXHIBIT 23.1
 
                         INDEPENDENT AUDITORS' CONSENT
 
The Board of Directors
Lamar Advertising Company:
 
     We consent to the use of our report included herein and to the references
to our firm under the headings "Selected Consolidated Historical and Pro Forma
Financial and Operating Data" and "Experts" in the prospectus.
 
                                     KPMG Peat Marwick LLP
 
New Orleans, Louisiana
   
November 19, 1996