- 14 -
directional advertisers are generally the most durable
advertisers because the signs they use have to be in a certain
location directing customers to a specific place of business.
The rate charged for the face of a specific sign is the same
whether a national advertiser or local advertiser is the client.
The most important factor in outdoor advertising is
location. Interstate highways and freeways are the most prized
locations in outdoor advertising. Locations have value, even if
the structures are old and decrepit. In some instances it may
not be possible to replace old, decrepit structures because of
local government regulations. However, such regulations may be
beneficial to advertisers already established in the market.
Traffic patterns are very important in the outdoor
advertising industry. The major roadway systems through the SOAI
market area include: Interstate 65, a north/south interstate
highway through Lake County, Indiana; Interstates 80, 90, and 94,
east/west interstate highways through Cook County, Illinois, and
Lake, Porter, and LaPorte Counties, Indiana; U.S. Highway 30, an
east/west U.S. highway through Lake, Porter, and LaPorte
Counties, Indiana; U.S. Highway 41, a north/south U.S. highway
through Lake County, Indiana; and U.S. Highway 6, an east/west
U.S. highway through northern Indiana. The interstate systems
and many of the highways in the SOAI market area lead directly
into the Chicago area.
Page: Previous 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 NextLast modified: May 25, 2011