Poster Industry: An old giant stirs - Once a dominant medium, fresh life is reawakening the UK poster industry

Philippe E Santini

An overview of the modernisation now proceeding in the poster industry. Although it still takes only 4% of UK adspend, there is a substantial reappraisal of its capability by advertisers and agencies.

An old giant stirs

Once a dominant medium, fresh life is reawakening the UK poster industry

Philippe E Santini

One of the new breed of 'shakers and movers' who are reshaping the outdoor medium, the author gives an industry overview of the modernisation now proceeding in a business currently taking only four per cent of UK adspend - and notes a substantial reappraisal of its capability by advertisers and agencies. After briefly recalling its past glories, he considers the effects of the altered social and marketing landscape, outlines some of the new initiatives taking place - eg its audience...

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