The advertising market,
in practice.
Working notes from the marketplace — how buyers read listings and plan campaigns, how owners price and fill their space, and what good proof looks like. No trend pieces.
How to read a billboard listing like a planner
Dimensions are the least of it. The sight line, three numbers and a few warning words tell you whether a panel is worth its price.
BuyingBooking your first campaign without an agency
Lead times, specs and the one diary entry that protects your money — a working checklist for a first-time direct buyer.
ProofWhat buyers should expect from proof of delivery
Dated photographs, transmission logs, tear sheets — what good evidence looks like per format, and how to use your seven days well.
SellingThe rate card is not the price
Owners: what a space achieves, not what its PDF says, is the price. Season it, count the dark weeks, and let offers find the rest.
FormatsWhy drive-time radio still sells
The commute outlived every prediction. How to buy breakfast and drive dayparts for frequency — and what to pair them with.
SellingFive ways to fill unsold inventory
Airtime and empty panels expire worthless. Offers, swaps, bundles and a remnant floor — how owners turn dark weeks into revenue.