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Hey, is that billboard talking to you?

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

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

"As far as I'm concerned, putting sound to billboardsis as obvious as putting it to movies," says Andrew Milder,president of Business Broadcast Systems in Los Angeles, which helpsusher billboard advertisers out of the silent era. "You'renot going to have 100 percent listenership like you do in movietheaters--but it's certainly worthwhile."

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