consider billboards in your communication mix Over recent weeks, readers of Thought of the Day have highlighted a number of issues that they are interested in having addressed in this newsletter. This is the second of five issues raised by readers. Most, if not all of them, have been raised on more than one occasion. […]

consider billboards in your communication mix Over recent weeks, readers of Thought of the Day have highlighted a number of issues that they are interested in having addressed in this newsletter. This is the second of five issues raised by readers. Most, if not all of them, have been raised on more than one occasion. BILLBOARDS Traditional advertising is in decline. Newspaper advertising is declining at a rate of 17% per annum, magazine advertising is declining at a rate of 18% per annum, and television advertising is in decline at around 5% per annum. The only exceptions appear to be radio, which is almost stagnant, and billboards – the use of which is increasing. Recent research suggests that billboard advertising expenditure has increased by more than 21% since 2010. This research also reports that there are 85,000 panels in Australia in an industry that employs some 3100 people and generates…