EDITOR’S COMMENT - Net’s love affair with posters is a fruitful liaison

Although an unlikely couple, it seems posters and online have embarked on a fulfilling relationship, leaving other internet suitors to look on enviously.

Although an unlikely couple, it seems posters and online have

embarked on a fulfilling relationship, leaving other internet suitors to

look on enviously.



Website owners are enjoying unprecedented demand for their ad spaces,

but they are also buying ad space almost as frantically as they are

selling it, and outdoor is set to be one of the biggest

beneficiaries.



As you would expect, TV has enjoyed a healthy share of dot.com

advertising, as have newspapers. London’s freesheet Metro has developed

a particularly lucrative ’web guide’ - in which website addresses are

posted at pounds 100 a time - and this idea is bound to be adopted by

other papers.



But no-one is enjoying the internet explosion more than the poster

contractors.



With the cigarette ad ban looming, the contractors are rather pleased to

have a new revenue stream. And the stream may well turn into a flood in

the next 12 months.



FT.com snapped up the 96-sheets, while BOL went for a mix of 48s and

96s. They were followed by Handbag, Lastminute, CharlotteStreet and

Bluesquare.



In the online environment, where the ability of the consumer to recall

the brand is crucial, a medium such as posters is perfect. And what’s

more, a web address fits very rather nicely on those bus-sides - a happy

coincidence for the sales people at TDI.



Of course, the poster-internet relationship is in its formative stages -

and if they fail to drive traffic on to the net, posters may yet lose

out to one of the other suitors - but at the moment it a very fruitful

liaison.



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