Excerpt: 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.