Every billboard has a natural advertiser if you can just help them find the sign. In this Billboard Mastery podcast we’re going to show you the five easy steps to finding the right advertiser for your billboard as well as explain why they’re so effective.

We all know that a recession is looming for the U.S. economy – but what will the impact be on the billboard industry? American billboards have been around for over 100 years and have weathered every major recession in U.S. history, all the way back to the Great Depression. And the results are pretty remarkable. Billboards have proven to be highly successful during times of economic strain. Here’s a description of how billboards react to economic downturns, as found in a textbook for mobile home park valuations that is sold to appraisers:

When you’re trying to lease ground space to build a billboard you occasionally run into the property owner that declares that “money means nothing to them”. How do you counter this argument? In this Billboard Mastery podcast we’ll review some strategies to get these type of personalities to move forward and sign the lease agreement.

When you encounter a billboard structure that deviates from the standard – such as the one featured in the accompanying photo – it's likely that you're observing a one-of-a-kind, custom creation. Standard monopole signs rely on a single pole for support, while wooden and I-beam signs distribute their weight across multiple poles for stability and balance. A structure that diverges from these conventional patterns indicates something unusual, like a construction from salvaged parts. For instance, it's possible to cobble together an I-beam structure using scraps from a steel yard.