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The Renaissance of Outdoor Advertising:From Harlem to Hong KongA Global Transformational Phenomenon

Lopez-Pumarejo, Tomas and Myles Bassell. “The Renaissance of OutdoorAdvertising: From Harlem to Hong Kong.” American Journal of Business 24.2,Fall 2009: 33 – 39.Fall 2009Published in the American Journal of Business

The Renaissance of Outdoor Advertising: From Harlem to Hong KongThis paper explores the reasons for the increase in “outdooradvertising” (OA) expenditures worldwide and the impact ofbillboards on our cities. Since 2006, a portable device that measuresbillboard exposure became widely available, thus setting up a ratingsystem like that of other forms of media. Additionally, high‐resolutiondigital printing and state‐of‐the‐art electronic display units enabled aresurgence in the popularity of billboards.

The Renaissance of Outdoor Advertising: From Harlem to Hong KongCorinthian‐pillared buildings, gothic archways, monuments, andcolossal skyscrapers once defined the architectural landscape of ourcities. Today outdoor advertising overpowers those landmark giants inthe cities in which we live and work, as advertisers find it progressivelymore difficult to reach people through other media. Gargantuanbillboards and other manifestations of this industry make thismetamorphosis possible in urban and rural areas, from Harlem toHong Kong.

Expenditures on Outdoor Advertising in the United States *



Photography: Myles Bassell, Brooklyn College, City University of New York

Photography: Myles Bassell, Brooklyn College, City University of New York

Photography: Charles Martin, Queens College, City University of New York

Myles Bassell is a full-time faculty member in the Koppelman Schoolof Business at Brooklyn College, the City University of New York(C.U.N.Y.). He is an award winning educator dedicated to thesuccess of his [email protected]/BassellFacultyProfile