Part 1
Out-of-home (OOH) and outdoor advertising are focused mostly to market to consumers when they are in public places or in transit. This industry dates back in the 1800s in the USA and nowadays it has grown tremendously. Today, OOH and outdoor agencies range from small family-owned businesses, to multinational media corporations. Over the years, the industry has remained relevant as it has constantly adapted new formats, new markets, new opportunities as well as new technology. The innovation put in place has helped the advertisers take their message even further and be more effective.
OOH and outdoor advertising still remains a vital tool in today’s society because people, especially in the USA, will spend over 70% of their day away from home (OAAA, n.d.). Some of the ways used to converge these advertising strategies with today’s world include: improved printing quality, improved performance proof, compressed posting times, digital display screens and billboards, mobile integration, social media interaction, as well as using eco-friendly signage materials. Generally, in this period of the ever-changing technology, outdoor and OOH advertising is more powerful and effective than ever.
OOH and outdoor marketing are sure advertising methods and will make consumers stop, notice, and eventually buy their media. This is because there is no other advertising method that is strategically structured, creative, and ever-present like OOH and outdoor advertising. Many marketers are also opting to combine OOH and outdoor advertising with other advertising formats in a more integrated media plan. This will extend the reach to consumers and drive them to engage interactively with their media, whether online or in-store. Without a doubt, OOH and outdoor advertising is one of the fastest-growing advertising platforms in today’s era; and it definitely looks promising in the future.
Part 2
Information, news, and entertainment have been the major contents of newspapers over the years. There are many different newspapers all over the country and each one of them has its own arrangement of contents and is specific to a particular geographical area. Therefore, many readers will stick on their daily newspaper to match their taste and preference. These habitual tendencies are the few reasons that keep the newspaper industry alive.
A lot of changes have taken place over the years. In the beginning, the newspaper industry was thriving in monopoly of providing news and information. It was definitely the number one choice for advertisers. The number of newspapers has also risen sharply in the past decades. However, with the coming of technology such as television and radio many people shifted their reliance of news and information from newspapers to televisions and radios; and so did the advertisers (Mitchell, 2002). Technology made it easy to publish and print newspapers; but truth be said, it did more harm than good. Advertisers want to sell their media as much as possible and the newspaper industry over the years has not looked promising because less and less people want to spend their time reading.
Advertising revenue accounts for as much as 80 percent of the newspaper income. Sadly enough for newspapers, many advertising agencies have turned to more dynamic and cheaper online advertising with the help of social media. Moreover, newspaper advertisement sections are being abandoned and advertisers are using websites that are specialized in classified ads and social networking. As a result of this trend, daily newspaper revenues have dropped significantly through the past few years. On the other hand, the Internet is experiencing a continuous increase in terms of advertising revenue.
References
Mitchell, B. (2002, August 21). Unbundling The Newspaper. Poynter. Retrieved from http://www.poynter.org/2002/unbundling-the-newspaper/1976/
OAAA. (n.d.). Outdoor Advertising Association of America, Inc., Resource Center, Marketing & Sales. Retrieved from http://www.oaaa.org/ResourceCenter/MarketingSales/MarketingSales.aspx
