United 4th: Teaching an old dog new tricks

This article looks at how outdoor advertising is experiencing a new relevance in the US, as highlighted by a campaign by Clear Channel, the outdoor advertiser.

United 4th: Teaching an old dog new tricks

Will Novosedlik

Outdoor advertising flexes new-media muscle with Clear Channel's Independence Day campaign.

For the longest time, a favorite pastime in the marketing communications industry has been to bash traditional media. The peer-to-peer revolution unleashed by networked conversations has overtaken the marketing world, and an entire cohort of digitally native crusaders have colonized the minds of certain marketers and considerably shaken their confidence.

It is said that there's no real social change without generational change, and we are definitely in the throes of a generational transition, definitively demarcated by a very different...

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