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This is an exert from the evolved idea about mapping the world of advertising which has now focused on Sheffield as a site fully immersed in the capatilist ecomonic process. I have geographically mapped all industries associated and involved with producing ‘public’ images for corporate entities which were identified in my first diagram/map. To add to level of density i have walked around the streets and area of sheffield that the council have identified as the city core and primary and secondary retail zones and recoreded the advertising sites that exist and some basic details; who owns them and what size they are. These are then connected to possible sources of advertising material that would be displayed on them so the image left is one of possible interconnections rather than actual relationships.

Preceeding this process that has taken a few weeks to advance to this stage, i spoke to individuals from the major outdoor advertising companys like Clear Channel and JCDecaux and they told me that they have a complex database system that will tell them the projected rental periods of a particular site or all sites they own to allow an accuate offer to prospective clients. This information is owned by themselves and they were clearly very protective over it due to the competitiveness of their industry. I later discovered by speaking to POSTAR who are the official research body for the sector, that when a site is created by whoever, the owner can employ POSTAR to conduct a Panel Audit which will provide the owner with about 250 pieces of information that they can use to rent the site out with. Most sites are owner by these large media companys so the audit information is not public information depsite its purpose being directed at them.

The industry is a rapidly growing sector in the UK with 10% of all advertising budget being spent of outdoor adverts. The role of POSTAR seems to be to ensure this growth by providing key information to the owners about how to obtain the best sites and sell to clients. To be able to get all this costs about £10,000 for membership to POSTAR.

The contrast we saw on out trip to Poland and most notably Nowa Huta was interesting, especially to note how they were dealing with the idea of outdoor advertising and shop frontage in the uniform communist blocks that clearly were not designed with maximium client imact and contact points in mind. All this makes me ask a question that was outlined in Domus a month ago where mass-media ad campaigns were described as unreliable now that the we are all mobile and wireless internet-connected individuals and that these were the new contact points for the ad men to exploit. So what would happen without all the ads that we all see in our urban space? Is there any need for them despite the seemingly booming industry in this country? Surely the suggested tactic of targeting the ‘invisible computers’ that are intergrating themselves into our lives is more advanced? Is there still a need for repetitive acknowledgement in actual space if we are logging on and getting this bombardment in our vitual space?

An example of what might happen is Sao Paulo, see the pictures and video for an investigative report about when the city’s government decided to go ‘clean’.


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