Several FBvian have guessed the same guess: that it’s the Star-Telegram. Says one:
The board on east bound I-20 in southwest Arlington has the B_SH board up. It has LONG been a Star-Telegram board. This weekend, they are doing ANOTHER format change to the paper. Smaller columns (we are an agency and had to rework every ad for every advertiser to fit the new format). Their PR fluff for the new paper that ran yesterday says the writing will be better and the stories will be more engaging, blah blah blah.