“The Billboard Guide – How to Make Money in Billboards” e-book Review
Billboard advertising has definitely stood the tests of time. Despite the introduction of new advertising mediums and broadcasting platforms, billboard advertising has endured and has even adapted the modernistic approach of the digital world. Over the years, billboards have advertised thousands of products from thousands of companies luring customers to buy their wares. The longevity of this industry is testament to ongoing billboard advertising effectiveness.
The Billboard Guide – How to Make Money in Billboards e-book is a complete guide on the billboard business. The e-book is a comprehensive guide that outlines not only the history of billboard advertising but also provides the detailed information regarding the types of billboards, billboard design, permits required and the restrictions involved in setting up billboards.
The preface of the e-book outlines the content, and describes billboard advertising and its viability as a source of outdoor advertising. The book covers all aspects of outdoor advertising with respect to billboards, as well as providing information relevant to the setting up of a new outdoor billboard business. The author has provided real life instances and examples, and has successfully presented the information in a readable format to help the reader understand the subject matter.
The viability of any business is adjudged from its commercial valuation. Outdoor advertising, especially with billboards, is a profitable venture only if it is carried out with conviction, effort and in the right information. The e-book provides ways to convert existing billboards into profitable ones with a little tweaking. It also highlights the need to be extra-vigilant and smart in finding new locations for billboards, find the not-so-profitable locations that can be turned in your favor and ways to start the business with a minimal investment.
The Outdoor Billboard Business is not a get-rich-quick business venture but once established it is one of the most profitable businesses. There are no nagging tenants who call in the middle of the night. Instead there are advertising companies who lease billboards and are willing to pay a decent rental over the leased period to display billboard ads. So, it is a good business that needs to be handled with care initially and one that takes care of the owner later.
The Outdoor Billboard Business is not a get-rich-quick business venture but once established it is one of the most profitable businesses.
The e-book has very aptly described the history of outdoor advertising. The changes that the industry has seen over time are worth noting, and these changes remind us of the development that has taken place over the years.
The next section, regarding the standards of the billboard industry, provides important information, as it lays out the details on the types of billboards and the technology options that are available for those who are interested in the business. The section also provides information related to the establishment, upkeep and maintenance of the billboards.
In the next section, the e-book refers to the fixed rules that are applicable to the establishment of outdoor billboards. While the permits and zoning issues are localized issues pertaining to particular areas, the basic rules remain the same, no matter which area is being considered for outdoor advertising. Obtaining the basic permits is essential for outdoor advertising. The section deals comprehensively with the issues involved, and outlines the permits required for the business.
The Billboard Guide also guides the reader on how to put their plans to action. The next section of the e-book covers the negotiation aspect of outdoor advertising. The business owner has to deal with property owners, billboard owners and advertisers to establish a profitable venture. Dealing and negotiating with property owners is of prime importance and the e-book caters to this section very well, outlining industry standards and compensation amounts.
While in the earlier sections the e-book refers to the history of outdoor advertising, and the methods for dealing and negotiating with various parties in the business, the following section deals with the actual business of how to start billboard business ventures. The section outlines the details of how to start your outdoor billboard business by finding a relevant location for your billboards, working with advertisers and describing methods to put an agreement together. The basics of advertisement design, salesmanship, color usage, usage of web resources and effective messaging are outlined in this section of the e-book.
Lastly the book deals with the insurance coverage and the legal liabilities of the billboard owner. The Billboard Guide also deals comprehensively with the workers’ safety and provides details on how the billboard owners can safeguard their workers from any untoward incidents.
As the author’s involvement and experience with billboards spans a great number of years, some of the material referenced dates back some time. For example, the e-book makes reference to the most advertised names on billboards being that of Miller, McDonalds and Anheuser Bush, quoted from a survey conducted in 2003. However, it has also been updated with the most recent reports – that being that according to the Outdoor Advertising Association of America, the top three companies advertising on billboards as of 2009 were McDonald’s, Verizon Long Distance and Pepsi. So whilst The Billboard Guide has been around for a number of years, the effort is being made to ensure the information is updated and relevant.
Although well-written, the e-book does not provide any bibliography or sources from where the information has been gathered. This appears to be due to the author being a long-time billboard owner and knowing much of the information first hand. Nonetheless the addition of the resources would be an enhancement to the e-book.
Overall, the author has successfully produced a complete guide on the outdoor billboard businss. Readers interested in knowing more about the outdoor billboard business can refer to The Billboard Guide for information related to the existing rules and permits required for this area of outdoor advertising. The addition of diagrammatic representations of billboards and the images of the various types of billboard structures certainly make the e-book an inspiring read, and a complete and helpful source of information for anyone involved in or thinking of entering the outdoor billboard business.