Authored by:
John C. Kozup and Charles R. Taylor
Villanova University

Presented and Published by:

Jimmy McAndrew
CEO, Magic Media, Inc.

Micropolitan regions have been traditionally been an underserved market segment. Those living in areas traditionally thought of as rural, but that have been characterized by growth represent an important target audience (Taylor 2000). Many businesses have caught on to the increasing importance of micropolitan areas. Consequently, more attention needs to be paid to how to effectively advertise to consumers in these areas. Outdoor advertising is especially well suited to reaching consumers in a micropolis given the geographically dispersed nature of the target audience and the opportunity for billboards to deliver high reach and frequency in these markets. Additionally, given that increasing media fragmentation extends to the micropolis, outdoor provides an opportunity for the ad to be easily noticed by a large number of consumers. For many businesses, outdoor advertising represents the best alternative for reaching consumers in these markets in a cost-effective manner.