本篇阅读材料 户外广告 广告牌的兴起 选自《经济学人》(原文标题:Out-of-home advertising Billboard boom 2011.4.20)。如果大家觉得比较简单,就当作英语泛读材料了解了解,认识几个新单词或新表达方式也不错。如果大家觉得这些材料理解上有难度,不妨当做挑战自己的拔高训练,希望大家都有进步。
The future of out-of-home advertising is rosy, and digital.
ROADSIDE billboards, posters on buses and subway escalators, ads in airport terminals a type of publicity known as out-of-home advertising used to be the dull end of the industry. No more. The falling price and improving quality of flat-screen displays mean that static posters printed on paper are being replaced by snazzy digital commercials with moving pictures, sound and sometimes interactive features. As some advertising media, especially newspapers, see their audiences fade, streets, airports and other public spaces are becoming crowded with more potential viewers than ever, as people continue moving to cities and travel more.
MagnaGlobal, a media researcher, predicts that worldwide spending on out-of-home advertising will expand by 8.3% in 2011 to about $26.4 billion, faster growth than that seen for other non-internet forms of advertising. Spending on digital billboards and posters is expected to double in the next five years, to $5.2 billion. William Eccleshare, who runs the international operations of Clear Channel, an American firm which is one of the largest out-of-home ad companies, thinks that in some countries more than 90% of its business will be digital by the decade s end.
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