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By Steve Lapa
Lapcom Communications Corp
PALM BEACH GARDENS, Fla. — The radio business can learn a lot about the core changes facing 21st century commercial media in general by watching how the outdoor advertising industry is adjusting to the drastically new conditions of the modern era.
Next time you’re moving through traffic take notice of the variety of messages on the out of home media around you. Billboards of all sizes, and all kinds – poster boards, vinyls, newer digital, stationary, mobile, building signage, airport boards, bus stop enclosures – all are blatant reminders that the medium is the message and the creative is changing.