[BC] Highway Promotion

[Kevin Tekel]

Rich Wood wrote:
> Billboards in major highway locations are very expensive and normal 
> schedules rotate them around the city. Very few stations can afford 
> guaranteed fixed positions. For much of a schedule you might find 
> yourself out of the heavy traffic locations. They sell, literally, on 
> tonnage - the number of vehicles that pass each location.

A small AM daytimer in rural Pennsylvania used to have a billboard on a
nearby Interstate highway that simply said in big black block letters on a
white background, "TRUCKERS 1510 COUNTRY".  Nothing else -- not even their
call letters.

However, that area's market-leading full service AM news/talk/sports/music
station has their transmitter site right on the same highway, with full
view of passing vehicles to their towers, but yet has no sign on the site
promoting the station.  Unless they are somehow prohibited from posting
their own billboard, that is a major lost opportunity to catch travellers
passing through the area.




 
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