A plan to put poster billboards into hundreds of Britain’s
secondary schools has been delayed as advertisers continue to shun the
Only one advertiser - understood to be a driving school - has so far
signed up. As a result, the scheme, which was to have been up and
running at the beginning of the year, has been put back to the middle of
But Imagination for School Media Marketing, the Essex-based company that
has been developing the idea for the past three years, is convinced it
will eventually succeed.
Mike Wilsher, one of the company’s executives, said: ’It has been
frustrating because we expected too much success too soon. We’re
learning as we go along, but we know we’ll be successful because we can
deliver an audience advertisers can’t reach any other way.’
The company claims to have agreement from 370 schools to earn up to
pounds 5,000 a year by allowing advertisers to pitch their messages
directly to pupils.
A further 560 have expressed interest.
Meanwhile, the company is asking participating schools for more detailed
information about what advertising they are prepared to permit, where
they will allow billboards to be located and if they will allow pupils
to fill in questionnaires about the ads they see.
Wilsher said a major reason for advertisers’ reluctance to take part was
that participating schools were too thinly scattered across the
’In some regions 12 per cent of secondary schools have signed, in others
it’s as little as 2 per cent,’ he explained. ’Perhaps we should have
concentrated more on a single television area.’