Outdoor Advertising Industry

Table 1: Outdoor Advertising Expenditures (1999)

Public transportation/hotels/resorts

* Medical/Dental, Beauty Salons, etc.

* TV, Radio, Magazines, Newspapers, Movies, etc.

Pappas, in an article that sometimes attacks this growth of ads says, "The ads are getting larger, yes, but smaller too. Some are 10 stories high. At the other end, there's street furniture--bus shelter and information kiosks as well as mobile billboards, trucks with poster panels or electronic, 3-D or video screen displays" (Pappas)

. . .
ilcarr, 2000; Johnson, 1999; Reidy, 1999; 2000; Sanghera, 2000.) As Kilcarr points out, the economics are so sound that the niche can do nothing but grow. The cost of reaching 1,000 people with a 30-second prime-time spot is about $18.90; a quarter- page black and white ad in a national newspaper, $11.03; a four-color ad in a national magazine, $9.14; and a 60-second spot during "drive time" on the radio, $5.57. What about truck-side ads? Reaching 1,000 people costs only about 65 cents (Kilcarr, 2000, 14). This author's company, "Driving Billboards" is an emerging player in this emerging niche of a continuously growing industry. Part of the decision of going into this venture was based on the changes discovered in this niche. III. Changes that have occurred in the last 10 years. Two primary changes have been responsible for the development of this niche market. The first has to do with the sophistication of digital imaging in the early 1990s. As Reidy (2000) points out, today "high tech printers can spit out billboard ads almost as easily as the office copying machine can reproduce the boss's memo. Ads are printed on big sheets of flexible vinyl that are later tightly tied to a billboard's frame" (Reidy, 2000). The se
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Approximate Word count = 1303
Approximate Pages = 5 (250 words per page)

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