Outdoor Association Changes Guidelines

Reversing decades-old business practices, the Outdoor Advertising Association of America has adopted new voluntary guidelines that would conform the industry’s practices to what is standard in other media. The new practices were outlined in a letter to the OAAA membership last week, which urged outdoor companies to sell campaigns based on a lunar calendar (13, four-week cycles beginning on Mondays), adopt net billings and move to a Web-based proof-of-performance system.

Next to the Internet, out-of-home has become the second-fastest growing medium.