Sponsor (Jan-June 1953)

7. OUTDOOR BASICS advantages 1. Itomiiuttes outdoor area, «*.vp<»«'jcillj/ in cities. 1. 2. Delivers big coverage — men, women, children. 2. 3. Huge size, brilliant color permits slum •manship. 3. 4. Brevity, simplicity make it easy to reatl. I. 5. l%o. J 00 showing reaches 01.1% pop. in month. •"». 6. Flexibility allows market-by-markt't coverage. G. 7. Cost of reitching 1.000 people averages 140. 7. 8. Messtige has long lite, can extend into years. 8. 9. I\'o national-local rate differentials. 9. 10. Posters can be seen from distttnce. JO. limitations \<i»fou«i/ coverage is expensive, not complete. Vo national package rate hinders phtnning. Circulation hard to jtulge in unaud ited areas. Selling is limited to few words or reminder. funned displays need year-to-3-yr. contract. Advertiser must supply posters: costs are hiyh. Kan on posters a problem (Hawaii, others). You have no selectivity of readership. Prestige value of outdoor is not high. iVo editorial or program to win audience. SOURCES for acivantant's an.i disadvantages: Outdoor Advertising, Inc., Rochester Industrial Advertisers' "Practical Advertising Procedure," Mleppner' "Advertising Pn cedure," Duffy's "Profitable Advertising in Today's Media ,v Markets Brennen's "Advertising Media." Barton's "Advertising Efandl t. . " SToung & Rublcam's "I al tion & Use of Advertising Media," SPONSOR Interviews with media experts in half a dozen advertising centers. ANA'S "Essentials ot Outdoor Advertising." 10 tips major clients mri How to get most out ot outdoor advertising 1. Take time to plan your campaign well in advance. 2. Outdoor Advertising, Inc. will help advertisers and agencies free of charge through 13 sales offices with art and copy, planning outdoor campaign, preparing space and cost estimates. 3. Design posters for fast-moving outdoor audience of all types. 4. This means keep word copy short. Under 7 words seems to be best. ."». Use copy, package, trade-mark illustrations. But be simple. 6. Use bold contrasts, plenty of warm colors, lots of white space. 7. Silhouettes are important, make figures easily recognizable. 8. Avoid bizarre or esoteric in both word copy and illustrations. 9. Arrange all poster elements to "read" from left to right. 10. Be consistent; campaign posters should show "family" likeness. SOU RCE: Outdoor Advertising, Inc.. l!i">:'. llllillllllllllllllllliH Leaders in outdoor advertising AUTOMOTIVE— TIRES & ACCESSORIES: General Tire AUTOMOTIVE— CARS: Chevrolet AUTOMOTIVE— GAS & OIL: Standard Oil of Ind. BEVERAGES— BEER: Anheuser-Busch ( Budweiser) BEVERAGES— LIQUOR: Schenley BEVERAGES— SOFT DRINKS: Coca-Cola FOOD: General Foods — Birdseye RADIO-TV-REFRIGERATORS: General Electric MISCELLANEOUS: Intl. Cellucotton, Wrigley SOURCE: outdoor Advertising, Inc . 1953 Taken at random from largest outdoor not | arily biggest spenders in Held. fiillllllllllllllllllllilllllllilllllllllllllllllllllilllll:!^ medium's growth National outdoor revenue has risen 500% since 1932 NATIONAL SALES VOLUME $96,700,000 195; 1932 $18,000,000 SOURCE: Outdoor Advertising Inc.. 1953 Chart shows national outdoor advertising sales volume has risen more than five since formation of Outdoor Advertising, inc. industry's national salt 01 an] Business suffered in early war years, of course, but has gained steadils since then If local figures are included, gross dollar volume is even mine Impressive: 1935 $31,100,000; 1940— $41,700,000; 194 ^i — $71,700.000 ; L950— $142,500, : 1952-t$1«1 ,600 000. These are MeConn-Erickson estimates prepared for "Printers' Ink" and Include abuu t $^H,0iii).OiHi tuc transit divert ising for postwar years, Vital statistics on outdoor advertising medium 1. Organized outdi >i advertising medium provides 24 heel postei coverage in approximately 15,600 cities and towns. 2. There art approximately 300,000 outdooi panels (poster panels and paint units) in U.S., maintained by estimated 1 1,000 outdoor advertising operating companies or "plants." 3. Costs: There is no uniform national rate structure for outdoor advertising medium. Each plan! operatoi fixes his own rates, determined by local economic factors, sucli as wage scales, rents, and so on, Kates, however, compare closely across country. Following is lisl ol selected markets with 1952 costs of No, 100 postei coverage for 30-day posting period. In addition to expense for space, advertiser must provide his own i" 1. National average cost of poster advertising per 1,000 circulation is 14c. §JJI!illll!lllli!!ll!ll!lllllllllll[llll!illlllillllllP City cr town Population Non-illuminated posters Illuminated posters Space cost per month Audit daily effec. cirr. Atlanta Mkt. 458,672 30 16 $1,213.80 436,000 Bainbridge, N. Y. 1.505 1 1500 No audit Boston Met. Mkt. 2.388,663 60 75 5,400.00 No audit Bradford, Ark. 720 1 15.00 1,440 Chicago 3,620,962 80 80 6,000.00 2.920.000 Ft. Wayne Mkt. 154,226 12 6 486.00 178,380 Kingston. N. Y. 28,817 5 3 235.00 35,770 New Haven Dist. 293,509 20 20 1,380.00 289,400 Philadelphia Mkt. 2.283.715 54 54 3,780 00 1, -J33.660 Providence Dist. _ 434,485 32 16 1,360.00 396,320 Pueblo, Colo. 63,685 8 6 370.30 89,440 St. Joseph, Mo 82.188 12 4 420.00 88,640 Syracuse Dist. 255,794 14 14 931.00 221.840 SOURCE: Outdooi Advertising, In,