Outdoor needs global facility

I was delighted to read in Roger Parry’s Media Comment (MW June 11) of the increased investment in outdoor that will ensue from the takeover of the More Group by Clear Channel. As both Roger and his erstwhile adversary Jean Francois Decaux stressed during the StreetTalk conference in Madrid, greater investment in products, technology and research is the key to building the medium.

I was rather disappointed, however, to read Roger’s view that global buying deals are less likely to be on the agenda. Advertisers which use outdoor are increasingly demanding this facility, yet they still can’t discuss pan-European outdoor deals, let alone global arrangements.

Contrast that with other media. Both Turner Time Warner (through its Marketing Solutions Group) and NewsCorp are actively offering global deals. I think it’s time the outdoor media owners followed suit.

Michael Segrue

Deputy Managing Director

Poster Publicity International

London W1

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