NYNEX
Chiat/Day/MojoThe average infantry soldier’s life
expectancy is twelve seconds on a
battlefield. New York City’s streets
might not be as dangerous as a
battlefield, but the average life of an
advertising poster is certainly
comparable. Bills illegally posted on
construction scaffolding are routinely
defaced within hours. Postings on legal
hoardings fare only slightly better; few
remain unscathed until the end of their
official display periods. This limited life
expectancy demands that advertisers
often think like military strategists; they
must hold as many key positions as
possible, accept massive casualties, and
reinforce when needed. For a campaign
to succeed it must totally capture the
hearts, minds, and discretionary income
of consumers.
Street posters continue to be the first wave in advertising
campaigns for such industries as entertainment, clothing, and consumables.
An intensive saturation campaign can be extremely effective in piquing the
interest of an often jaded urban public. But what has made the war for
consumers and against the vandals and the citigoths a bit easier to win are
the protected bus shelters with illuminated display capabilities that have
been on New York’s streets for nearly two decades. This kind of shelter was
developed in Paris decades ago, but until its introduction to New York in
the late 1970 s, street advertising was limited to large exposed billboards and
illegal hoardings. Today more than three thousand shelters throughout New
York provide a relatively secure space for more than six thousand posters.
And six thousand illuminated posters have had a decisive impact not only
on the public’s consciousness, but also on advertising designers, as well.
Bus shelters have given certain advertising agencies the impetus
to counter mediocre mass-market poster concepts and therefore alter
standards. During the past several years shelters have also contributed to a426