Media Outlook 2002: Outdoor Advertising

The author makes a plea to national and regional advertisers to add the outdoor medium to their schedules in order to provide a mixed media schedule.

Media Outlook

Outdoor Comes Of Age

Kevin Gleason, Adams Outdoor Advertising and Association of America, Inc.

Despite a year of intense turmoil, outdoor advertising stood steady in the revenue game, continuing to help advertisers sell their brands. As media strategist Erwin Ephron has noted, ‘Outdoor, arguably the world’s oldest ad forum, seems finally to have come of age.’ I would like to share with you several reasons why this is true.

When it all shakes out, I am a big believer that all advertising is local. Advertisers on the local level demand a return on investment from their...

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