Outdoor's sunlit uplands

Francis Goodwin

Improvements are described to poster industry services: research tools for pre-testing (Maiden's Mentor) and tracking (RSL's Signpost); considerable re-design of OSCAR, the industry audience measurement service, is in progress.

Outdoor's sunlit uplands

Sharpening up the act in a friendlier climate

Francis Goodwin

Several factors seem to have made posters rather more interesting to advertisers. In an era of media fragmentation they still deliver a mass audience - plus light viewers. Prduct improvement continues: better sites, improved services, and new formats and packages. In the research area, there are handy tools for pre-testing (Mentor) and tracking (Signpost). A considerable re-jigging of OSCAR, the industry audience measurement service, is in train. Advertisers' use of the medium is changing considerbly: to heavier but shorter campaigns with nthe same frequency but higher reach...

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