PLT OF A STINSON 108 TOWING A BANNER OVER THE LOS ANGELES AREA WAS FORCED TO MAKE AN EMER LNDG ON A FREEWAY WHEN HIS ENG QUIT; AND ATTEMPTS TO RESTART IT FAILED. THERE WAS ONLY MINOR DAMAGE TO THE ACFT AND NO INJURIES OR ANY OTHER PROPERTY DAMAGE.

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I WAS TOWING A BANNER ON THE AFTERNOON OF JUL/XA/00. AFTER COMPLETING A PROPER PREFLT AND REFUELING; I DEPARTED LGB ARPT AT XA00 WITH A BANNER IN TOW. I HAD BEEN FLYING AROUND DOWNTOWN LOS ANGELES FOR ABOUT 1 HR WHEN MY ENG BEGAN TO FAIL. I WAS ABOUT 1600 FT MSL WHEN I RADIOED TO A COMPANY BANNER TOWER THAT I WAS SUFFERING ENG PROBS. I IMMEDIATELY SWITCHED FUEL TANKS ALTHOUGH I HAD PLENTY IN BOTH TANKS. I THEN WENT THROUGH A NORMAL ENG TROUBLESHOOT CHKLIST. I TRIED ADJUSTING THE MIXTURE; PROP; THROTTLE; AND MAGNETOS TO NO AVAIL. WITH THE ENG SURGING AND SPUTTERING; I HAD BEEN DSNDING. I COMMITTED TO LAND WHEN MY ALT WENT BELOW 900 FT MSL. I SELECTED THE CARPOOL LANE OF THE NBOUND SIDE OF THE 110 FREEWAY IN DOWNTOWN LOS ANGELES. ALL ATTEMPTS TO TROUBLESHOOT HAD FAILED. I KEPT THE BANNER ON THE ACFT TO AVOID ENDANGERING PEOPLE ON THE GND. I LANDED SAFELY IN THE CARPOOL LANE. THERE WERE NO INJURIES SUSTAINED TO ANYONE AND NO ACCIDENTS. THE ACFT SUSTAINED WHAT APPEARED TO BE MINIMAL DAMAGE. I HOPE THAT INSTRUCTORS WILL FOCUS ON EMER PROCS WITH THEIR STUDENTS. THE MOST IMPORTANT FACTOR IN THIS SIT IS SIMPLY TO DEAL WITH IT CALMLY AND NOT PANIC.