THE MEDIA BUSINESS: ADVERTISING;Big, Bold, Outside: Billboards Back in Fashion
All of a sudden, it seems, outdoor advertising is growing again to be as big as -- well, all outdoors. For decades, outdoor billboards, signs and posters, once a vibrant and integral part of the American consumer economy, have been perceived as dull and dowdy offspring among the family of media. Television is glamorous, radio is intimate, magazines are slick, newspapers are immediate and outdoor is, at best, plain-spoken ("Eat here. Get gas.") and visible (a polite way of saying in-your-face).