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locations during the course of the total contract. Rotary
bulletins are generally 14 feet high by 48 feet wide, which is
the same size as standard paint signs.
Directional billboards are very specific in nature,
providing specific information content to a motorist as to how to
get to a particular location or advertiser, and are prominently
placed or displayed on nonstandard signs. All directional
advertising is local advertising for an establishment at a
particular location. Directional outdoor advertising differs
from traditional or standard outdoor advertising due to the
nature of the advertisements, and often the actual size of the
signs. Directional advertising contracts are typically 2 to 3
years in length with no price increase built into the contracts.
Any outdoor advertising structure, including permanent
paint, rotary bulletins, posters, or deluxe posters, can be used
for national, regional, directional, or local advertising. The
structure of the billboard is the same whether the message refers
to national advertising or directional advertising.
Local businesses represent 70 percent of the annual revenues
of the billboard industry nationwide. Typically, national
advertisers spend the greatest amounts of revenue on the east and
west coasts, principally in the larger cities. The central
United States has the lowest percentage of national advertisers
as compared to advertising by local businesses. In the SOAI
market area, 80 to 90 percent of the advertising is local. Local
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