By Catherine Gudis
First released in 2004. Routledge is an imprint of Taylor & Francis, an informa corporation.
Read Online or Download Buyways: Billboards, Automobiles, and the American Landscape (Cultural Spaces) PDF
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Extra info for Buyways: Billboards, Automobiles, and the American Landscape (Cultural Spaces)
CHAPTER 3 P RO D U C I N G M O B I L E AU D I E N C E S A N D CORRIDORS OF CONSUMPTION Billboard advertisers sold their services on the premise that, located outdoors, their advertising could reach all of the people all of the time. This, they asserted, was increasingly true as Americans became “a nation on wheels,” “a People on the Go,” an “outdoors population” who frequented sports stadiums, golf courses, and movies. 2 But as the billboard industry depicted the nation as an outdoors population, the radio industry noted how the telephone, the radio, and colorful magazines really made Americans an indoor people.
By the turn of the century, use of outdoor advertising grew, but so did advertising more generally, as a greater range of companies began to see its value. 58 The Billposters’ Association played no small part in ensuring the windfall. By systematizing the services of its members and driving out of business those that did not comply, it made the billposting business more agreeable to far more national manufacturers (plate 1). 59 When Nabisco launched its brand new packaged product, Uneeda Biscuit, in 1899, with one of the largest national campaigns to that time, the company forced N.
No other posters could be assigned to that location. 51 It also was establishing a legal basis for billposting as a legitimate business, with claims just as rightful as other owners and renters of property. In this way it professionalized the indus- 23 24 B U Y WAY S try while it rationalized advertising services and spaces. As the industry consolidated, its ties to show business were strained. Billboard Advertising, the magazine of both advertising and show business, noted that the nature of postings was changing as greater numbers of general advertisers began to vie with theaters for use of the boards.
Buyways: Billboards, Automobiles, and the American Landscape (Cultural Spaces) by Catherine Gudis