Freedom of speech

The story I found is about atheist group called COCORE, who wishes to put billboards up in Denver just in time for the holiday season. There are of course people who are very against this happening. But, according to the first amendment, there should not be an issue which poses any problems with the group putting the billboards up. Especially since, like we have in Missouri, billboards that express other religious views. Regardless of what people want or don't want put on billboards, it should be allowed.

A representative from COCORE stated about thier first amendment rights:

"And I've read the First Amendment up and down and nowhere does it say that I have to care about your feelings. We're either 10 to 16 percent of the population, and the reason we don't really know is because people are scared to come out because they're ostracized by the people around them."

My question is, can a company that specializes in outdoor advertising say no, due to thier beliefs, or because the billboard is associated with the ads that are posted on thier billboards?

http://www.thedenverchannel.com/news/17977308/detail.html

DENVER -- A controversial billboard will likely be popping up in a neighborhood near you, just in time for the holidays.
The billboard is paid for by a Colorado atheist group. The message sits against a blue sky backdrop and says, "Don't believe in God? You're not alone."
Ten billboards will pepper metro Denver, while one will be put up in Colorado Springs.
"And we're putting them up in November and December because of the holidays, when church and state issues tend to come up a lot," said Joel Guttormson, with Metro State Atheists. "To let non-believers, free-thinkers and atheists know that they are not alone, especially in a country like ours that is predominantly Christian."
Pastor Willard Johnson of Denver's Macedonia Baptist Church called the billboards a desperate effort to discredit Christianity.
"The Bible is being fulfilled. It says that in latter days, you have all these kinds of things coming up, trying to disrupt the validity of Christianity," Johnson said. "If they don't believe in God, how do they believe they came about? We denounce what they are doing. But we do it with love, with gentleness, with decency and with compassion."
Bob Enyart, a Christian radio host and spokesman for American Right to Life, said it's hard to ignore the evidence.
"The Bible says that faith is the evidence of things not seen. Evidence. If we ignore the evidence for gravity or the Creator, that's really dangerous," said Enyart. "Income tax doesn't not exist because somebody doesn't believe in it. And the same is true with our Creator."
The billboards will go up Nov. 17. The atheist group, called Colorado Coalition of Reason or COCORE, also wanted to put up signs in Fort Collins and Greeley, but a billboard company there refused to carry the message.
Johnson said atheism is a rebellion against Biblical principals and the billboard will likely offend many Christians.
COCORE said this is about First Amendment rights.
"And I've read the First Amendment up and down and nowhere does it say that I have to care about your feelings. We're either 10 to 16 percent of the population, and the reason we don't really know is because people are scared to come out because they're ostracized by the people around them," said Guttormson.