Comments on: The Writing Is On The Wall http://www.mikestopforth.com/2008/08/13/the-writing-is-on-the-wall/ Entrepreneur | Writer | Speaker Tue, 07 Feb 2012 03:58:33 +0000 hourly 1 http://wordpress.org/?v=3.2.1 By: Mandy de Waal http://www.mikestopforth.com/2008/08/13/the-writing-is-on-the-wall/comment-page-1/#comment-46739 Mandy de Waal Sat, 16 Aug 2008 09:31:34 +0000 http://www.mikestopforth.com/2008/08/13/the-writing-is-on-the-wall/#comment-46739 SAARF shows a slight decrease in spend on outdoor - about 1% over the past four years or so. Advertising inflation enhances that figure a bit. The only mediums showing spend growth are radio, television and of course the Internet. Bad days for print - and we'll see more closures and retrenchments before the bull market returns. I think with outdoor what is interesting is too look at where the geographic proliferation of out door advertising is. If you drive through Soweto you'll be blown away by the number of billboards. I reckon because together with radio it makes a compelling direct response type medium (rather than branding medium). Strong calls to action in billboards and radio. And there are ex political players in billboard media. Don't think those laws are going to be passed here yet. Then I think we've also got a situation here where there are so many other fish to fry that the smaller issues tend to fall off the radar. SAARF shows a slight decrease in spend on outdoor – about 1% over the past four years or so. Advertising inflation enhances that figure a bit.

The only mediums showing spend growth are radio, television and of course the Internet. Bad days for print – and we’ll see more closures and retrenchments before the bull market returns.

I think with outdoor what is interesting is too look at where the geographic proliferation of out door advertising is. If you drive through Soweto you’ll be blown away by the number of billboards. I reckon because together with radio it makes a compelling direct response type medium (rather than branding medium). Strong calls to action in billboards and radio.

And there are ex political players in billboard media. Don’t think those laws are going to be passed here yet. Then I think we’ve also got a situation here where there are so many other fish to fry that the smaller issues tend to fall off the radar.

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