Most forms of traditional advertising are under siege from the Internet, where ad revenues continue to grow like flowers in the spring. All except one, and ironically enough it's one of the oldest of
them all--outdoor advertising. New research from the Outdoor Association of America (OAAA) reveals that ad revenue for the category, which includes billboards as well as ads on bus stops, train
stations and other public places, were up more than 8 percent last year. The increase easily outpaced ad growth rates in network TV, newspapers, and radio. "Outdoor represents the only area of
established media that is still seeing strong growth," said Fred Moran, an analyst with Stanford Group. His comment reflected the sentiment among investors who sparked a 30 percent increase in the
stock price of Clear Channel Outdoor, which was spun out from its parent company last November in an IPO. One reason for the medium's popularity is that it appears to be immune from the effects of
modern technology. "Technology helps people avoid other advertisements, but we are the one unavoidable media. There is no mute button, no off switch. You can't change the channel. We're there," said
Paul Meyer, the global president of Clear Channel Outdoor.
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