Overstating use of mixed media

Methinks Alan Simmons doth protest too much in “Outdoor muscles in on ad revenue” (MW October 25).

While product improvements and shrewd marketing have un-doubtedly led to growth in outdoor advertising revenues, Concord’s managing director tries to defy our incredulity by asserting that “a very common media mix now is Channel 4, satellite TV and posters”.

According to MMS Multi-Media, 817 companies spent 100,000-plus above the line in the year to September 1996. Only 35 used a Channel 4/satellite/outdoor combination at the exclusion of ITV.

What is worth discussing is how outdoor could extend brand propositions on TV campaigns aimed at traditionally elusive audiences such as 16 to 34-year-old adults.

Paul Simon

Marketing manager

TSMS

London W5

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