Excerpt from Outdoor Advertising the Modern Marketing Force: A Manual for Business Men and Others Interested in the Fundamentals of Outdoor Advertising
Outdoor Advertising is today one of the major advertising mediums in this country. It offers the local or national advertiser a powerful, flexible, and convenient method of selling his goods or service to the public at a profit, and it forms a fundamental part of the annual selling plans of thousands of advertisers, large and small, in all sections of the country.
As a factor in lowering the cost of distribution of trademarked commodities from manufacturer to consumer, Outdoor Advertising, through its nation-wide scope and its high efficiency, is constantly becoming more important in the American economic structure.
The large amount of capital invested, the number of people employed in the business, and the fact that Outdoor Advertising is a substantial consumer of the products of other lines of business, such as lithography, steel, lumber, paper, paint, electric current, etc., make this in itself an industry which ranks high in national importance.
These are some of the economic aspects. In addition, Outdoor Advertising has special significance in relation to the development of a distinctively American poster art, and the medium offers many opportunities to the ambitious artist or art student. It exerts and will exert a widespread social and educational influence on community life.
Through organization, this business has become highly standardized. In self-regulation, organized Outdoor Advertising has traveled far and provides a splendid illustration of the practicality of this modern American business creed.
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