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Hey, is that billboard talking to you?

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This story appears in the July 1999 issue of Entrepreneur. Subscribe »

Consider it the latest wave in billboard advertising. As commuter traffic increasingly grinds to a halt, the $2 billion-plus billboard industry naturally looks to position itself as the advertising medium that all eyes are upon. Yet seeing is no longer the entirety of believing--not when "talking" billboards are beginning to stir up a marketing storm.

"As far as I'm concerned, putting sound to billboards is as obvious as putting it to movies," says Andrew Milder, president of Business Broadcast Systems in Los Angeles, which helps usher billboard advertisers out of the silent era. "You're not going to have 100 percent listenership like you do in movie theaters--but it's certainly worthwhile."

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